018-Behind the Message: How Georgetown Builds Trust, Connection, and Community Through Communication

018-Behind the Message: How Georgetown Builds Trust, Connection, and Community Through Communication

What does it take to help a rapidly growing city stay connected, informed, and welcoming? In this episode of Be Locally Loved, Laura Capes Terry sits down with Aly Van Dyke and Beth Wade from the City of Georgetown’s Communications and Public Engagement Department—better known as CAPE—to explore the vital role communication plays in building strong communities. Drawing on their backgrounds in journalism, Aly and Beth share how their team works behind the scenes to keep residents informed about everything from city services and elections to emergency response and public engagement. They discuss how communication has evolved beyond simply sharing information and now includes understanding behaviors, meeting people where they are, and helping residents feel connected to their city. The conversation also highlights Georgetown’s remarkable growth and the challenges that come with welcoming thousands of new residents. Aly and Beth explain how tools like FlashVote, community events, social media, newsletters, and face-to-face engagement help ensure residents have a voice and feel like they belong. Along the way, they share stories about award-winning campaigns, creative community storytelling, and the importance of celebrating the people who make local government work. At its heart, this episode is about connection. Whether through city communication, neighborhood groups, local businesses, or community organizations, thriving communities are built when people feel informed, valued, and included. Georgetown’s approach offers a powerful example of how intentional communication can strengthen trust and create a sense of belonging in a growing city. 💡 What You’ll Learn •How journalism skills help city communicators ask better questions and serve residents more effectively •Why modern city communication is about more than information—it’s also about engagement and behavior change •How Georgetown uses tools like FlashVote to gather meaningful resident feedback and build trust •Why “meeting people where they are” is essential for effective public engagement •The role social media, newsletters, and community events play in strengthening local connections •How Georgetown balances rapid growth while preserving its welcoming, small-town feel •What local governments can learn about experimentation, data, and audience engagement •How city staff work behind the scenes during emergencies to keep residents informed and safe •Why belonging is often found through smaller community groups within a larger city •How storytelling helps residents better understand and appreciate the people who serve their community every day 🤝 Why This Conversation Matters As communities across the country experience growth, many are asking the same question: How do we welcome new people without losing the connections that make a place special? This conversation offers practical insights into how communication can help bridge that gap by fostering trust, encouraging participation, and helping residents find their place within the community. This episode is especially valuable for city leaders, local government professionals, business owners, community builders, and residents who care about the future of their town. Aly and Beth demonstrate that building stronger communities isn’t just about infrastructure or growth—it’s about creating opportunities for people to connect, engage, and feel like they belong. 🎧 Listen & Share Enjoyed this conversation? Listen to or watch the full episode to hear more about how Georgetown is building community through communication and engagement. Share this episode with someone who cares about their town, works in local government, or wants to help their community thrive. And don’t forget to subscribe to Be Locally Loved for more conversations about the people, places, and ideas shaping stronger communities.

017 - Building Belonging: How Alison Scovie and Jason Evers Helmlich Are Helping Communities Thrive Through Connection

What does it take to help someone feel at home in a new community? In this episode of Be Locally Loved, Laura Capes Terry sits down with Alison Scoby and Jason Evers Helmlich, publishers of Be Local Elk Grove and Be Local Sacramento, to explore how intentional connection can transform both communities and local businesses. Drawing inspiration from years of travel and a love for discovering hidden gems, Alison and Jason share how they built their Be Local publications into trusted community resources that help new residents discover the people, places, and experiences that make a city feel like home. What began as a guide for newcomers quickly became a platform for strengthening relationships between residents, local businesses, civic leaders, and community organizations. The conversation explores the power of trust, storytelling, and authentic local engagement. Alison and Jason discuss how they curate meaningful content, spotlight community leaders, and create opportunities for local businesses to build lasting relationships rather than simply advertise. Along the way, they share inspiring stories of residents who used their publications as “bucket list books” to explore their new hometowns and business owners who embraced the mission of helping newcomers belong. At its core, this episode is a reminder that thriving communities don’t happen by accident. They are built intentionally by people who care enough to connect others, celebrate local stories, and create pathways for belonging. Through their work with Be Local, Alison and Jason are helping ensure that as their cities grow, connection grows alongside them. 💡 What You’ll Learn • How travel inspired Alison and Jason’s vision for creating a local guide built around authentic experiences. • Why helping new residents feel connected benefits entire communities—not just newcomers. • How curated local content can uncover hidden gems that people won’t find through a simple online search. • Why trust and authenticity are essential when building partnerships with local businesses. • How local businesses can position themselves as community leaders rather than just service providers. • The role social media plays in extending community connection far beyond the pages of a publication. • How partnerships with cities, chambers, tourism organizations, and community groups amplify local impact. • Why creating belonging can be both the right thing to do and a powerful competitive advantage. • The importance of telling the stories behind local businesses instead of focusing solely on products and services. • How community-focused businesses create long-term loyalty by leading with service and value. 🤝 Why This Conversation Matters Communities across the country are growing and changing rapidly. As new residents arrive and technology reshapes how people connect, creating genuine belonging has become more important than ever. This conversation highlights practical ways communities can strengthen trust, celebrate local culture, and help residents feel connected to the places they call home. Whether you're a business owner, city leader, community advocate, realtor, chamber member, or resident who cares about your town, this episode offers valuable insights into how relationships, storytelling, and intentional community-building create stronger, more resilient places to live, work, and thrive. 🎧 Listen & Share If you care about helping people feel connected to the communities they call home, this is an episode worth sharing. 🎧 Listen or watch the full conversation. 🤝 Share it with a business owner, community leader, or neighbor who loves their town. 🔔 Subscribe to Be Locally Loved for more conversations about the people, places, and ideas helping communities thrive.

016 - Building Community From the Inside Out with Cat Phelps of the Georgetown Family YMCA

In this episode of Be Locally Loved, Laura Capes Terry sits down with Cathleen “Cat” Phelps, Executive Director of the Sport Clips Family YMCA in Georgetown, Texas, to explore what it truly means to build a thriving community. From her early days working at the YMCA in Wichita, Kansas, to helping lead one of Georgetown’s most ambitious community projects, Cat shares how service, leadership, and connection have shaped both her life and the future of Georgetown. At the center of the conversation is the YMCA’s mission of strengthening spirit, mind, and body for all — and how that mission becomes real through everyday relationships, volunteerism, and local leadership. Cat explains how the Y isn’t just a gym or a program provider, but a place where people find belonging, support, and opportunities to grow stronger together. The episode also dives into the story behind the new Sport Clips Family YMCA in Georgetown — a years-long effort powered by grassroots leadership, persistence, and deep community collaboration. Kat reflects on the mentors, founders, and local leaders who helped shape Georgetown’s culture, including George and Barbara Brightwell, and shares what other growing cities can learn from Georgetown’s commitment to connection and civic engagement. More than anything, this conversation is about stewardship — protecting the heart and culture of a community while continuing to grow. It’s a thoughtful reminder that thriving towns don’t happen by accident. They are built by people who choose to show up, invest in others, and stay deeply connected to the place they call home. 💡 What You’ll Learn * How the YMCA’s “spirit, mind, and body” mission shapes community impact * Why strong communities are built through connection, service, and trust * The grassroots story behind the new Sport Clips Family YMCA in Georgetown * How local leaders and volunteers helped turn a long-term vision into reality * Why Georgetown’s culture depends on people actively participating in community life * The importance of servant leadership and being “coachable” as a leader * How collaboration between nonprofits, businesses, and civic leaders strengthens a city * Why preserving local culture requires intentional effort as communities grow * How mentorship and relationship-building create lasting community impact * Why showing up consistently matters more than seeking quick recognition 🤝 Why This Conversation Matters As cities across the country continue to grow, many communities are asking the same question: how do we preserve connection, culture, and belonging while welcoming new people and new opportunities? This conversation offers a grounded, real-world example of what intentional community-building can look like. This episode is especially valuable for nonprofit leaders, business owners, city leaders, volunteers, and residents who care deeply about the future of their town. Cat’s perspective reminds us that thriving communities are not built by institutions alone — they are built by people who consistently choose to serve, collaborate, and invest in one another over the long term. 🎧 Listen & Share Listen to the full episode to hear Cat Phelps’ inspiring story and the vision behind the Sport Clips Family YMCA. If this conversation resonated with you, share it with someone who cares about building stronger communities and subscribe to Be Locally Loved for more conversations about the people and ideas helping towns thrive.

015 - How Marketing Works (Part4 of 4) : Marketing is a System, Not a Campaign

🌟 Episode Summary In this episode of Be Locally Loved, Laura Capes Terry and Trent Soles unpack one of the biggest reasons business owners feel frustrated with marketing: they’ve been taught to think in campaigns instead of systems. The conversation explores how many local business owners fall into “random acts of marketing” — chasing trends, trying disconnected tactics, and expecting immediate results without a larger strategy holding everything together. Laura explains why effective marketing is not about quick wins or isolated efforts, but about creating a connected experience that helps businesses find, attract, engage, and retain the right customers over time. Throughout the episode, they highlight how marketing touches every part of a business — from brand awareness to customer service to delivery and retention. They also revisit key lessons from the broader “How Marketing Works” series, including understanding ROI beyond transactions, giving strategies enough time to work, and building momentum through consistency and intentionality. At its core, this conversation is about helping communities and local businesses grow in a healthier, more sustainable way. Strong businesses are built through trust, clarity, and long-term thinking — and when local businesses operate with intention instead of chaos, communities become stronger and more connected as a result. 💡 What You’ll Learn -Why “random acts of marketing” create confusion and burnout for business owners -The difference between a short-term marketing campaign and a long-term marketing system -How marketing should support the full customer experience — not just lead generation -Why business owners need clarity on their ideal customer before trying new tactics -How momentum and brand awareness are more valuable than chasing quick transactions -Why retention and customer experience are essential parts of marketing -How businesses can identify where customers are “falling off” in the marketing funnel -Why long-term community growth requires intentional, connected business strategies 🤝 Why This Conversation Matters Many local business owners feel pressure to constantly try the newest marketing tactic, platform, or trend. This episode offers a grounded alternative: building systems that create consistency, trust, and long-term growth instead of reacting to every new opportunity. This conversation is especially valuable for small business owners, entrepreneurs, marketers, and community leaders who want to build something sustainable. It’s a reminder that thriving communities are supported by businesses that think long term, create meaningful customer experiences, and stay connected to the people they serve. 🎧 Listen & Share Listen to the full episode to explore how intentional marketing systems can help businesses grow with clarity and confidence. If this conversation resonated with you, share it with a local business owner, entrepreneur, or community leader who cares about building a stronger town. And subscribe to Be Locally Loved for more conversations about the people and ideas helping communities thrive.

014 - How Marketing Works (Part 3 of 4) — The Real ROI of Marketing and Why Most Businesses Measure It Wrong

In this Creative Spark episode of Be Locally Loved, Laura Capes Terry and Trent Soles unpack one of the most misunderstood topics in business growth: marketing ROI. Instead of viewing ROI as a simple “return on investment,” they challenge business owners to think about it as “return on impact” — the long-term influence marketing has on trust, visibility, engagement, and customer relationships. The conversation explores why so many businesses become frustrated with marketing results when they focus only on immediate sales or leads. Laura and Trent explain that marketing is not just about capturing demand in a single moment — it’s about building awareness, trust, and familiarity over time. From billboards and social media to referrals and community presence, they highlight the many invisible touchpoints that influence buying decisions long before a transaction happens. The episode also dives into the importance of understanding customer lifetime value, especially for businesses built on loyalty and repeat relationships. Through relatable examples like dentists, hairstylists, and local service providers, the discussion shows how one new customer can represent years of future impact for a business — making patience and consistency essential parts of sustainable growth. At its core, this episode reinforces the mission of BeLocal and Be Locally Loved: helping businesses become trusted local resources that strengthen the communities they serve. It’s a thoughtful reminder that strong communities are built through trust, service, visibility, and long-term relationships — not quick wins. 💡 What You’ll Learn -Why traditional “return on investment” thinking often fails in marketing -How “return on impact” changes the way businesses evaluate success -The difference between leading indicators and lagging indicators in marketing -Why brand awareness and trust-building happen long before a sale -How referrals, testimonials, and “other people’s stages” strengthen credibility -Why customer lifetime value matters more than short-term transactions -How engagement on social media influences visibility and trust -Why consistency and patience are critical for sustainable business growth 🤝 Why This Conversation Matters Many business owners feel pressure to prove immediate results from every marketing dollar spent. This episode offers a more realistic and community-centered approach — one that recognizes the importance of trust, visibility, and relationship-building over time. This conversation is especially valuable for local business owners, entrepreneurs, marketers, and community leaders who want to grow without losing authenticity. It provides practical insight into how businesses can become trusted parts of their communities while building long-term success in a sustainable way. 🎧 Listen & Share Listen to the full episode of Be Locally Loved and share it with someone who cares about supporting strong local communities. If you believe thriving towns are built through trust, service, and meaningful relationships, subscribe for more conversations designed to help communities grow stronger together.