📬 Under the MARQUEE - February Newsletter

^{February 2025}

The Third Act

Anyone who knows me knows I have always been fiercely independent, self-directed, and driven for success. And yet, I hesitated to leap. It wasn’t until I found myself fully immersed in running this agency—leading a talented team, developing innovative strategies, and watching our clients thrive—that I realized something important: It was never too late. I was exactly where I was supposed to be.

That realization hit home when I listened to a recent Up First NPR podcast titled Can Old Age Be a New Beginning? The episode, part of WBUR’s The Third Act series, explored how people are reinventing themselves later in life, finding new purposes, and rewriting their own narratives. One of the most striking stories was about Tom Andrew, a longtime medical examiner who, at 61, left his career behind to pursue seminary school and become a Methodist deacon. Rather than coasting into retirement, he consciously decided to use his remaining years to make a meaningful impact.

It made me think: Why do we believe our most productive years are behind us after middle age? As life expectancy increases, we have more time than ever to redefine success and fulfillment. According to the U.S. Census Bureau, the number of Americans living into their 90s is projected to be ten times higher by 2050 than in 1980. That means if you’re in your 50s, you might only be halfway through adulthood.

This concept of middlescence—second adolescence later in life—resonates deeply. It’s a time of transformation, much like our teenage years, but instead of growing into adulthood, we are evolving into new versions of ourselves, guided by experience, wisdom, and a desire to leave a lasting impact.

While diving into this topic, I discovered Third Act, a nonprofit founded by environmentalist Bill McKibben. This organization rallies people over 60 to work on climate, democracy, and social justice, proving that seasoned professionals hold unparalleled power to enact real change. Their catchphrases say it all: Our Time is Now. Old and Bold. No Time to Waste.

Those words hit home for me. There is no time to waste.

This applies to all of us! If you’ve been contemplating a big change—whether in business, personal growth, or making a difference in your community—I say now is the time to act!

Every generation brings unique strengths to the table, and our collective experiences are what drive progress forward. The experiences, skills, and lessons we’ve accumulated—whether from early career experimentation, mid-career shifts, or seasoned expertise—are not roadblocks; they are our greatest assets.

To my peers, I say: We are not winding down; we are just getting started.

This is our Third Act. Let’s make it count!

— Aundrea Cika Heschmeyer, President/CEO

5 Ways to Embrace Your Third Act

—

Stay Curious: Look Keep learning, whether its through formal education, reading, or new experiences. Curiosity keeps your mind sharp and your perspective fresh.

—

Build a Support Network: Surround yourself with like-minded individuals who encourage and inspire you. Seek mentors, join groups, and engage with communities that align with your goals.

—

Take Small Steps: Reinvention doesn’t happen overnight. Start with small, achievable actions that move you closer to your new path.

—

Leverage Your Experience: Your years of knowledge and skills are valuable assets. Find ways to apply them in new and fulfilling ways

—

Prioritize Purpose Over Perfection: Don’t let fear of failure hold you back. Focus on making progress and contributing meaningfully rather than achieving a flawless outcome.

MARQUEE President Completes Prestigious SBA Executive Training

We’re thrilled to share that our very own Aundréa Cika Heschmeyer, President and CEO of MARQUEE Creatives LLC, has successfully graduated from the U.S. Small Business Administration’s (SBA) T.H.R.I.V.E. 2024 Emerging Leaders Reimagined program!

This highly selective, seven-month executive training series—equivalent to an MBA—was designed to accelerate the growth of small businesses during their early years. Aundréa was one of just 24 entrepreneurs chosen for the Cleveland Cohort, with 20 completing the program. Their cohort ranks as one of the most successful in the nation!

LEARN MORE HERE

Who's My Audience - Is it Me?

Designing for Older Audiences

As I approached a milestone birthday in September of 2024, I found myself reflecting on how fortunate I am. I’m in good health, staying active, and, at times, have more energy than my teenagers. But as a designer, I can’t help but notice how the world around me—restaurant menus, billboards, social media, product packaging—often presents a challenge, especially when it comes to reading. Specifically, I hear myself saying "I CAN’T SEE SHIT" particularly up close anymore.) And yes I wear corrective lenses, too!

My new year struggle is the effort it takes to keep my readers scattered throughout the house, my car, my purses, or—nowadays—my glasses have become a hair accessory - has made me acutely aware of how frustrating poor design can be. That’s why, when designing for clients, I’ve shifted to cleaner, bolder, and larger fonts. I avoid printed materials with long paragraphs in all caps or text reversed against a dark background (something I see way too often, and that drives me crazy).

This focus on usability is more important than ever, especially as we face a global demographic shift. By 2030, 1 in 6 people worldwide will be over the age of 60, and by 2050, that number will double to 2.1 billion—80% of whom will live in low- and middle-income countries (Source: WHO). While I’m far from 60, I have many clients who are approaching that milestone or already there.

In fact, in 2020, for the first time, people aged 60 and older outnumbered children under 5. The good news? Designing for age-related challenges—like reduced vision, hearing difficulties, or limited mobility—improves usability for everyone.

Ultimately, good accessibility is simply good design. Autism Mahoning Valley Warrior - a client website rebuild is the prime example. Small fonts size, in a light grey color have now been transformed to at least 4 point larger font in a dark blue or red color - fitting with the brand as well. All things that make me - the user - have a better user experience!

DESIGNING FOR ALL AGES

Bigger, Bolder Fonts – Readability improves for everyone, not just those with vision impairments.

High Contrast Colors – Text stands out better, making information easier to digest.

Simple Navigation – Clear pathways enhance usability across all age groups.

Voice & Text Options – Multiple ways to engage ensure accessibility for all.

Minimal Clutter – Clean design aids focus and improves user experience.

— Agata Khoury, Art Director

I’m a writer and have been all my life. I published my first story in the 2nd grade in the school newspaper (remember those?). Over the decades, I honed my writing skills and built a career crafting everything from radio spots to press releases to magazine articles and even full-length books. It’s pretty much the only thing I can do. But I can do it well.

So, when AI hit the scene, you can understand why I was nervous. Did this new technology signal the end of my writing career? Was I now obsolete?

The answer, thankfully, is no. And here’s why…

AI-powered writing generators are all the rage nowadays. And for good reason. Writing is hard. It takes time. It can make your neck and shoulders ache as you hunch over your keyboard and try to develop something creative and persuasive. Why would you want to struggle with writing something on your own when, with just a few prompts, you can have an AI tool write your Web copy/newsletter/ebook for you?

Because of one important thing: YOU.

That’s right, you. You and your company have a unique brand and voice that define you. Your online voice — your written content — should reflect your personal or professional style. You only have a few seconds to grab someone’s attention when they visit your website.

Look, I get it. I’ve been writing for fun for more than 40 years and professionally for 25. Even with all my years of experience, I too, struggle with writing at times, and it can be tempting to open up ChatGPT, Jasper, Copilot, or any number of AI generators.

So, if you need content for your website, social content, newsletter, slide deck presentation, etc., why would you pay a professional writer when you can write it with just a few keystrokes and a mouse click?

Dry, cookie-cutter copy comes off as insincere, verbose, or impersonal. If your writing doesn’t grab their attention from the get-go, you will lose that one vital opportunity to show the potential customer who you are and why they should choose you.

When you work with a professional writer to develop your content, we take the time to truly learn about you, your company, your mission, and how you like to do business. From there, we combine all those factors into creative, compelling content that highlights what is important to you. It is uniquely yours. AI can’t do that (at least not yet). Robots have no empathy. They can’t hear your passion for your business and then translate that into a copy that connects with your readers.

AI tools can be great for generating outlines or coming up with ideas. I’ve used it to help me create a table of contents for a new book I’m working on. I’ve even had it take a stab at writing a sample chapter to get my creative juices flowing.

When I think about my ghostwriting work, I guess you could say I’m a living, breathing AI generator. I help my clients develop the framework, and then they add their own personal flair and creativity to the book. They’re doing the work; I’m just helping them look good.

At first, I thought AI meant the end of human writers. But I’ve learned that we real writers won't be replaced any time soon. We still have something compelling and personal to offer. And we can use that skill to your advantage and get you the results you want.

When you want attention-grabbing content that reflects your unique voice and style of doing business, hire a pro. You won’t be disappointed.

— Valentine J. Brkich, Editor/Copywriter

What the Big Game Signals for Advertising in 2025

While this year’s Super Bowl dealt Chiefs fans a blow, there were a few clear winners — and trends — when it came to the world’s most expensive ads.

⁠

Consumers Crave Uplifting Content More Than Ever

Brands may have an opportunity to foster loyalty and drive purchase behavior by sharing more positive content on their social-media accounts.

Valentine's Day Brand Innovators

Love is in the air and the usual marketing suspects – candy, flowers, food and dating – are here, with many pushing romantic options (and a few suggesting ways to savor being alone or broken up).

MARQUEE shows you all the coming attractions in marketing.

LET'S SHARE THE STAGE

MARQUEE

241 W. Federal St., Youngstown, OH 44503 • 330.234.9396