In 2022 Octane celebrated its 22nd Anniversary! We had big dreams and great hopes when we opened our doors on June 7, 2000. As we reflect on the past 22 years, we celebrate our clients, partners, stakeholders, and employees that have made it all possible.
2022 brought memorable highlights that included signature campaigns, compelling engagements, impactful client creative, as well as industry and national recognition. Our work continued to positively impact the communities where we live, work, and play.
These results would not have been achievable without the vision and support of our clients. We attribute our success to our clients’ continued success and are thankful to everyone that has been part of our journey.
A YEAR OF TOP-TIER CAMPAIGNS
2022 was a year of refining recurring campaigns and exploring new possibilities. From sexual health to the impact of statehood, we are constantly taking action to make our audience’s voices heard and needs met.
A YEAR OF COMPELLING ENGAGEMENT
We are constantly inspired by the communities we serve! Our highest moments of engagement speak to these needs of our audiences while reflecting the communities they live in.
A YEAR OF IMPACTFUL WORK
From branding to large-scale campaigns, 2022 saw us deliver inspiring and results-driven
creative work across digital, print, and beyond.
A YEAR OF RECOGNITION
MarCom Awards
Platinum and Gold Level Awards:
Curaleaf Rooted in Good Social Impact Report Platinum Winner 2022 – Category Print Media x Publications x Annual Report x Corporate Social Responsibility
Pepco What Drives Us Responsibility and Impact Report Gold Winner 2022 – Category Print Media x Publications x Annual Report x Corporate Social Responsibility
HAHSTA Sexual Beings Blog Gold Winner 2022 – Digital Media x Web Element x Blog Overall
Honorable Mentions:
Curaleaf USA Op-Ed – Cannabis CSR Executive Responds to Sha’Carri Richardson Elimination – USA Today Honorable Mention 2022 – Strategic Communication x Media Relations/Publicity x Media Response
Life Deeds Branding Refresh Honorable Mention 2022 – Strategic Communication x Marketing/Promotion Campaign x Branding Refresh
WHAT’S NEXT FOR OCTANE
We plan to build on our successes from 2022 and carry our vision into the future. That means building upon new and existing client relationships to increase engagement, involvement, and impact.
As we strengthen our influence in the mid-Atlantic region and extend our reach to nationwide audiences, we will always be grounded in our core belief in social equity. We feel a strong responsibility to our community and allow it to influence how we tell our stories.
Women are taking the world by storm in every facet. Across every industry, women are thriving, setting trends, developing powerful business strategies, and leading companies to heightened success.
As we close out Women’s Month, we’re so excited to feature Marcelle Brawner, our Director of Operations!
Can you tell us a little about yourself and your background?
Of course! I’m a military brat – I was born in England, but my family relocated to Washington D.C. when I was young. I was raised here in the District and attended District of Columbia Public schools. I earned my B.S. in Business Administration and Management from North Carolina Wesleyan College; and an M.S. in Organization Development from American University.
On a personal level, I enjoy going to the movies, traveling to new countries and experiencing new cultures! I’m a lifelong learner that loves gaining knowledge and having new experiences. I am also a mother, daughter, sister, aunt, great-aunt, grandmother (another grandson is coming in September!), friend and confidant to many.
Walk us through your professional journey. How did you matriculate from your first entry level position to becoming an executive?
I landed my first entry-level position at a Fortune 100 technology firm in Bethesda, MD. As I grew my skills and knowledge, I developed a keen interest in how businesses grow, operate, and prosper. My entrepreneurial spirit led me to explore the key cornerstones of business: operations, technology, people management, diversity, and process management. My career took off from there.
I relocated from Washington, DC to Raleigh, North Carolina and advanced to operational leadership roles leading local, national, and international teams, focused on customer experiences and satisfaction, supply chain, and more.
In the next leg of my journey, I spent some time reinventing myself. I transitioned from Corporate America to an entrepreneurial path in insurance and annuities; strategic leadership in local government; and organizational development consulting for non-profit organizations in Durham, NC.
I took a one-year sabbatical and relocated back to D.C., resuming O.D. and expert consulting in strategic planning, change management, operations, and process management for Federal Government agencies. My passion to do fulfilling work and belong to an organization, with a mission and vision tugged at me and led me to Octane. My career journey and experiences prepared me for the best job of my career! I bring value, passion, and experience to this AMAZING Agency and mentor tomorrow’s leaders.
(Yes, she does! We’re so thrilled to have her as a part of the Octane family!)
How has your experience been as a woman in the industry? What challenges and/or bias have you faced, and how did you overcome them?
Early on in my career, I was challenged with adapting to the corporate culture of women assimilating to the behavior, dress, and work style of the majority group: white men.
I had to learn how to be seen and not heard, and when I did speak, I was cautious about not being perceived as confrontational, especially being an African-American woman. Both my African-American female vice president and male manager guided me on how to manage these “political” workplace situations, and how to gain allies and sponsorship for career opportunities.
My professional goals inspired me to continuously seek mentorship and growth opportunities.
Can you describe your role at Octane? How did you help push the team towards success?
As the Director of Operations at Octane, my team is responsible for front and back-office systems and processes. We ensure seamless workflows to achieve Octane’s vision and mission. Our workstream includes information technology, human resources, and financial management.
An integral part to the achievements and projects in progress is the trust, confidence, and support extended to me by the CEO.
When I started in 2021, I immediately began by building relationships with the staff to understand the current environment. I asked questions regarding roles and responsibilities, professional desires, Octane’s culture, what the agency does, and opportunities for improvement.
This allowed me to feed back the data, develop the foundation to drive and implement key projects and initiatives,strengthen Octane’s operational and organization structure, and rally the team around their hopes and desires for Octane.
What advice would you give to younger women looking to get into the male-dominated operations industry?
Know Your Why – Why do I want to do this? Your why will get you through the best and least of times
Seek, Receive, Hear, and Listen to Feedback – Seek out feedback from others about yourself, your work, your desires, your goals. This is critical to enabling you to be the best version of yourself, even if it’s someone who you don’t have the deepest connection with. Some of the best feedback I have received is from people who, transparently, I didn’t have much regard for. However, when I decided to really hear and listen to the feedback, I discovered valuable nuggets.
Invest Your Time and Do the Work – Always be willing to do what’s necessary to get the job done. Don’t be intimidated by difficult tasks. Take initiative to seek strategic mentors, network with key players, etc.
Remain Committed to The Person You Want to Be – Project the person you want to see. If you desire to be a leader, project attributes of a leader. Document your goals and progress in achieving them. Dream Big! – If your dreams don’t scare you they’re not big enough! Through all of this, don’t forget to make time for yourself. And always remember, you only get one chance to make a first impression.
This past year, Octane Public Relations surmounted the obstacles that the COVID-19 pandemic tried to place on our company, employees, and their families. We built on the processes put in place in March 2020 addressing the continuing pandemic workplace and delivering remarkable results for clients. On top of our external successes, Octane developed positive changes internally. Let’s take a look at the highlights of 2021 at Octane.
Change in Leadership
After more than 20 years of co-leadership, Everett Hamilton became the sole owner of Octane Public Relations and Advertising this year.
“Octane was founded because we both had an interest in public relations. And for two decades, we kept that philosophy of targeted communications alive,” said Everett Hamilton, who is Octane’s sole owner and Chief Executive Officer. “I promise I will keep our vision alive.”
Mr. Hamilton provides leadership and vision for sustaining a successful and industry-lauded public relations firm in the District of Columbia. He has more than 20 years of experience in public relations, communications, and marketing consulting for the DC government, the federal government, and private sector entities. His rich experience includes expertise in reaching marginalized groups: African Americans, Hispanics, LGBTQ+, low-income and low-literacy residents, youth, and seniors.
Mr. Hamilton is a trusted partner and collaborator across Washington, DC, having served as Chair of the Edgewood/Brookland Family Support Collaborative Board of Directors, Vice-Chair of the DC Citywide Collaborative Council, and member of the Washington, DC Convention and Tourism Corporation LGBT Marketing Committee. He is a former member of the Marriott Customer Diversity Advisory Board, the Metropolitan Washington Airports Commission, and the DC Housing Finance Agency.
Keen on collaboration with communities, Mr. Hamilton infuses lessons learned into Octane’s philosophy and the language Octane uses to assist clients in reaching their goals.
Social Equity Division
A new division of our firm, Octane Social Equity, launched in 2021. The division develops comprehensive brand identities for companies and organizations, demonstrating their solid commitment to social equity, both internally and externally. Octane works with clients to present honest communication that diminishes ambiguity surrounding corporate policies, actions, and beliefs, which act as symbols of positive social change in our constantly evolving cultural landscape.
Octane has successfully developed social equity brands for national organizations across industries, including energy and power, health and wellness, the booming legal cannabis industry, and more. Here are some highlights:
What Drives Us
With client Pepco Holdings, the leading Mid-Atlantic electric and gas utility company, Octane developed a Corporate Impact Report, which presented overarching information about the company’s community and social good efforts in environmental sustainability, diversity and inclusion, employee engagement, and more.
In tandem, Octane developed the What Drives Us campaign to communicate Pepco Holdings’ new level of commitment to diversity and inclusion that is aligned with its purpose, which is to power a cleaner and brighter future for its customers and communities.
The brand rolled out across all utilities beginning with the release of the 2021 Community Impact Report and an inspirational What Drives Us video. Octane’s success in planning, packaging, and releasing the new campaign has since resulted in a spinoff effort, GROW Together, an initiative that recognizes that diversity fuels growth and makes each person stronger. It is a commitment to remain true, fostering a company and community that values and rewards team members for how they use their differences to make Pepco Holdings a better place to work.
B NOBLE and Rooted in Good
Curaleaf Holdings, Inc., a leading medical and wellness cannabis operator in the United States, launched its CSR division, Rooted in Good, as part of its larger commitment to advance racial and social equity in cannabis. Considering the harsh history of racism and the harm caused by the War on Drugs, Curaleaf wanted to ensure that it was doing its part to dismantle cannabis bias and provide equitable opportunities.
Octane developed branding, including the Rooted in Good logo, as well as a robust public relations and communications strategy to connect with key audiences and garner brand awareness of Rooted in Good via media and public relations opportunities. Led by Vice President of Corporate Social Responsibility Khadijah Tribble, Rooted in Good delivers social impact by focusing efforts within three key pillars: Diversity, Equity, and Inclusion; Social Equity; and Sustainability, ultimately achieving key goals through the company’s strategic social partnerships.
Looking Ahead to 2022
As we embark on our 22nd year of serving DC as a leader in communication, we look forward to tackling important racial and social issues to help create an equitable future. We are an African-American- and LGBT-owned company that strives to connect with key communities and to keep people at the center of our work in the spirit of true diversity and progressive change. And we are so excited about the new year and the prospects ahead that will allow us to continue making progress!
Thanksgiving 2021 shaped up to be far different than Thanksgiving 2020. We have lifted restrictions on travel and the things we can do in the District. Considering the shift we all have endured from 2019 to now, we should be very grateful!
When we were physically distanced, it was the small things that mattered most to us during Giving Season, like a smile, a meal, a nap, or a neighbor who looked after pets. Reflecting on those small acts of kindness gives the brain a break and a new focus. That’s what makes the difference to your happiness!
As we begin to celebrate 2021’s holiday season, new threats – real and perceived – loom large. The Covid-19 pandemic disrupted the supply chain, making some items scarce, and those things we can find cost more. Rather than lessening, our anxiety levels are similar or higher than a year ago.
If that all isn’t enough, practicing gratitude can help you live a quality life.
The health benefits of practicing gratitude are wide-ranging — and maybe even a bit surprising. Research shows that the following activities may enhance your quality of life. An easy-to-remember acronym, HEART, has been suggested by the American Heart Association to help us all remember the steps to a grateful lifestyle:
Health: Think of what your body allowed you to do today. Maybe your feet enabled you to walk around the house or your arms allow you to hold a pet you love.
Eat: What nourishment did you provide your body today? What was your favorite meal?
Activity: Did you do something today that you really enjoyed? Take a moment to reflect on and savor it.
Relationship: Did you see or talk to someone today who brings you joy? Or are you planning to see someone on a video chat who fits that description? (Remember: The person in the mirror counts.)
Time: There’s no time like the present. Allow yourself to be grateful for the fact that you’re here.
Thnx4.org is a gratitude journaling platform that teaches people how to strengthen habits of gratitude and in turn enjoy the science-backed benefits of feeling and expressing gratitude.
Thnx4.org was created by the Greater Good Science Center (GGSC) at the University of California, Berkeley. It draws on decades of rigorous research showing that being more grateful predicts:
Better health, reduced risk of heart disease, and more restful sleep
Stronger feelings of social connection and relationship satisfaction
More satisfaction with life, more joy and optimism, and less anxiety
Increased motivation and productivity in school and at work
Gratitude is a choice that is yours to make. How often you practice gratitude is up to you, just like exercise. Some days, the effort it takes might be more than you can handle. But as reluctant exercisers know, it feels so much better after you do it, even when you thought it wouldn’t!
How do you plan to participate in 2021’s giving season?
From vibrant foliage and waterfront views to family-friendly festivals, there’s an endless amount of things to see and do this fall in the District. Catch D.C.’s Halloween events and explore free and interactive museums across the city. Just make sure to save time to take in the sights along the National Mall in full autumn splendor.
Here are just a few of the wide variety of family-friendly fall events in and around the greater D.C. region.
Eye Spy Halloween Trains
Saturday, October 30 – 31, 2021 – 10:00 a.m.- 6:00 p.m. – Cabin John Regional Park
The popular Eye Spy Trains are back for Halloween. Great for families of all ages, Montgomery Parks’ Cabin John Miniature Train will take a ride through “Trainslyvania.” To guarantee your seat on your ideal train date and time, purchase your tickets in advance on ActiveMONTGOMERY.org. Online ticket sales close one day prior to the scheduled ride. A limited number of tickets may be purchased on-site, but ride times will not be guaranteed.
Celebrate Día de los Muertos
October 30, 2021 – 10:00 a.m. – Smithsonian American Art Museum
There is fun for the whole family during this virtual performance. Watch as Ballet Folklórico Mi Herencia Mexicana demonstrate several Mexican folk dances including El Toro Viejo from Sinaloa and the popular, El Son de La Negra from Jalisco. Learn more about Día de los Muertos as the dancers and explain the history behind their dance traditions.
Continue celebrating Día de los Muertos on SAAM’s Latinx Heritage Family Zone, where you can learn more about Día de los Muertos, make crafts, do coloring pages, and watch videos about this traditional Mexican celebration.
For more activities, check out the Family Zone for seasonal crafts, coloring pages, videos, and more.
Treasure Hunting in Wheaton Regional Park
November 6, 2021 – 10:00 a.m. – 12:00 p.m. – Brookside Nature Center
Geocaching is a fun way to get outside and explore. With the help of a Park Naturalist, participants will hike Wheaton Regional Park looking for and finding caches. All attendees must register and pay. Make sure to dress for the weather and for natural surface trail conditions. Download the free Geocaching app before you come. Bring your cellular phone, water bottle and trail snacks. Registration for Treasure Hunting programs closes the Thursday immediately prior to each program date and directions to the trailhead/meeting place will be emailed to all registrants in advance. Rain cancels.
Zoo Lights at the Maryland Zoo
November 19, 2021 – January 2, 2022 – 5:00 p.m. – Maryland Zoo
Drive or walk through the Maryland Zoo‘s festival of wildlife-shaped lights. The drive-through is open on Wednesdays and Thursdays, while the walk-through is open on Fridays, Saturdays, and Sundays. If you choose to walk through, you can visit Zoo Central for snacks, hot chocolate, and free carousel and train rides.
Advance reservations are required. Purchase tickets on the website.
Downtown Holiday Market
November 19, 2021 – December 23, 2021 – 12:00 p.m. – 8:00 p.m. – F Street sidewalk in front of the Smithsonian American Art Museum & National Portrait Gallery
The Downtown Holiday Market is celebrating its 17th year. Featuring more than 70 regional artisans, crafters, and boutique businesses of ethically produced goods, the market brings a unique and festive shopping village to the heart of downtown DC. Two blocks of F Street, from 7th to 9th, will be closed to traffic for the entirety of the market. There will also be a live stage featuring regional performers.
Juniors: The Roaring Twenties
November 20, 2021 – 10:00 a.m. – 11:30 a.m. – Tudor Place Historic House & Garden
Travel back in time to learn about the women who lived and worked at Tudor Place in the 1920s. Create a 1920s character, plan a living history party and earn the Girl Scouts’ Playing the Past Badge. This program is perfect for girls and troops who want to get up and move, think imaginatively, explore local history, and have fun along the way.
Note: This is an in-person program. Please review the Tudor Place Health and Safety Guidelines before registering and attending.
Moomin Animations: Thrills + Cuddles – The Music of Moominvalley
November 20, 2021 – 10:30 a.m. – National Children’s Museum
Join composers Samuli Kosminen and Jarmo Saari via live stream for a musical ride to the fantasy world of Moomins. Hear more about how the heart-warming score music of the award-winning Moominvalley TV series (Gutsy Animations, 2019) was made. Discover the most bizarre instruments used to create the perfect sound. Use your ears to watch scenes, discover the sounds different instruments make and learn more about the basics of composing.
This event will take place both virtually + in person:
To attend in person, please reserve tickets to visit National Children’s Museum for November 20, 2021, during the morning session from 9:30 am to 12:30 pm.
To attend virtually, please visit the event page and register using the form provided.
LuminoCity Festival: Shine Again
October 15, 2021 – January 1, 2022 – 6:00 p.m. – Roer’s Zoofari
Inspired by the traditional art of Chinese lantern festivals, the LuminoCity Festival features exhibitions of spectacular light art displays and is a celebration of cultures and the world around us.
The festival will be open on most Fridays, Saturdays and Sundays from October 15 to January 2. The hours are 6:00 – 9:00 p.m. Limited on-site parking will be available and parking tickets must be purchased in advance. Masks and social distancing are required, as is advance timed-ticket purchase.
Whether you’re looking for a fall date activity, family fun day, or something to enjoy a little “me-time,” be sure to get out and enjoy the festivities that Washington DC has to offer! Take in the beauty of the autumn leaves, crisp weather, and seasons changing – Happy Fall!
While we’re continuing to navigate the pandemic, we’ve been fortunate enough to return back to some sense of normalcy within socializing. Many frequent restaurants and nightlife locations to catch up with family and friends. As a longstanding part of the Washington D.C. community, we have an understanding of the strong cultural vibrancy of the city. D.C. neighborhoods are historic, vibrant, cultural hubs for all communities. If you’re a native Washingtonian, you might be familiar with U Street as a popular nightlife destination. However, it’s important to also recognize the rich historical significance. Many don’t know that U Street was once the heart of Black culture in America, attracting patrons from all over the country, and creating a special place for locals.
The U Street corridor was known as Black Broadway, which spearheaded D.C.’s Black Renaissance and acted as a national symbol of African-American sophistication, amid racial and political tension in America. From the early 1900s into the 1950s, U Street offered African-Americans a place to start their own businesses, with no Jim Crow law restrictions. Black residents supported hundreds of black businesses, which were also funded by the city’s oldest black-owned bank. African-Americans sent their kids to the country’s first African-American YMCA, worshipped together in neighborhood churches, and launched a huge racial activism movement to fight any trace of segregation within U Street’s Corridor.
U Street was home to international jazz musician, Duke Ellington, and regularly hosted performers such as Langston Hughes, Billie Holiday, Cab Calloway, and more. At any given time, you could see the likes of Carter G. Woodson, Mary McLeod Bethune, Zora Neale Hurston, Dr. Charles Drew, among many others.
While the bustling scene died down a bit after the 1968 race riots, landmarks remain including the Famous Ben’s Chili Bowl, the Lincoln and Howard Theatres, and the African American Civil War Memorial. Because of its historic significance and contribution to American culture, the National Park Service has commemorated it by adding the Greater U Street area to the National Register of Historic Places.
Present-day, U Street has become more of a cultural melting pot and is home to large Caribbean, Ethiopian, and other ethnic communities. So, next time you’re toasting with friends in U Street, remember the trailblazers that developed U Street into the bustling business community that it is today. Consider walking past the National Register and educating yourself, or paying homage at the Civil War Memorial.
A lot has changed since Octane was first founded 21 years ago! At that time, Facebook hadn’t been born and Amazon was ONLY selling books. Issues like sustainability, marriage equality, and social justice did not command the front pages of the news – or should we say, the top of our news feed. But even before topics like these were mainstream, Octane has always been a catalyst for culture-shifting issues, and creatively communicating their importance to the public.
For more than two decades, we have tackled tough issues such as HIV/AIDS, an epidemic that hit home especially hard for us as part of the Washington D.C. community, as well as maternal and infant health, alcohol use among teens, and children’s mental health.
As we have engaged people and communities, we have also connected them to valuable information about energy and sustainability, increased participation in the U.S. census and elevated voices to speak out about Washington, D.C. becoming the 51st state. Families and communities are now using information to create “good” and become activists across the globe. Thus, we believe it is the right time to introduce Octane’s new brand identity.
The logo displays the intersection of culture and action, the premise of Octane, and our strategic approach. The primary visual is the fingerprint, which represents the lasting impact that Octane leaves on all of our work, and recognizes that humanity and our community are at our core. Like the uniqueness of each fingerprint, our communications solutions are personalized for each client based on their distinctive background, perspective, and goals.
Check out our website to receive the latest updates about our brand, client projects, and transformative communications solutions! Also, be sure to connect with us on social media, and follow our new Instagram page!
Choosing a career path can be overwhelming – one of those moments where a mother’s comfort and support can either create the drive to thrust forward or help see the bigger picture of a different path. With Mother’s Day around the corner, we wanted to show appreciation to some of our team members’ mothers. We spoke to three women on our team who embarked on their career journey with the support and inspiration of their mothers.
What are your roles and responsibilities at Octane?
G: I’m Georgette Walker, Octane’s Office Manager. I also support the Account Executives with client services.
C: My name is Cristina Velazco, Digital Media Specialist at Octane. I focus on the Hispanic/Latino market of Octane’s clientele.
N: I’m Nicole Morant. As Client Services Director, I support the management of all of Octane accounts. I work to ensure that all projects are moving forward and that we are providing Octane’s clients with everything they need to have successful outcomes.
When did you realize you wanted to embark on this career journey?
G: Well, this is my 5th career since I began working at age 14, and this one fell into my lap. I met Everett Hamilton, CEO of Octane, at a Meeting Planners convention. Shortly after that, I moved to DC and we became friends. When the position that I moved to DC for did not last, Everett asked me to work with him at his company. Simultaneously, Sheila was starting a Public Relations firm and she eventually convinced Everett to align forces and conquer the PR world together. Just like that, Octane Public Relations was formed.
C: I first fell in love with digital media when Instagram was totally new, and I was still living in Venezuela. I decided to try my hand at opening an online beauty store, which organically grew to 40k followers in just five months! Famous people in Venezuela and media channels used to purchase from me (back then, ads did not exist). It was at that point that I knew I had a special skill for the digital industry, content creation, and strategy.
N: My career in marketing began with my interest in public health. I understood the importance of getting people information that they could use to improve their lives. Once I realized that public relations and marketing were key to that goal, I began to shift toward positions that would allow me to build campaigns that would make a difference and resonate with our audience.
How has your mother supported your career choices? How has she inspired you?
G: I am my mom’s first child, so she did all she could to instill in me that I could do it, whatever “it” was. Whatever I did, she fully supported me. As any mother would, she sometimes had doubts, but she always made you feel her love and support.
C: My parents always supported the career and life decisions of my siblings and me. My mom encouraged me by being patient while I was at home learning Graphic Design and doing projects. From my creativity to my spontaneity, and overall personality – my mom’s teachings have definitely helped build me as a woman.
N: My mother is a caregiver and is always looking for ways to be of service. Her focus and desire to help others lead me to find a career that would allow me to see results and make a difference.
What made you decide on your career choice? What struggles have you had/do you have in this career? Did your mother help you through it?
G: All the career choices I’ve made were based on my love of the work, my gut feeling about my ability to achieve goals, and – most importantly – the people that I would work within the chosen field. I feel being a Black woman and a part of the LGBTQ community, there have been harsh judgments placed on my head while I maneuvered through the journey of life. My mother has always been the voice of reason and a shoulder to cry on for me. I’m happy to have found a company that allows you to truly bring your whole self to work!
C: When I graduated from high school, I found that I was naturally skilled in graphic design. Later, I discovered a passion for marketing and sales because of my family business, so I went to college and received my master’s degree in Marketing. Working in the Digital Marketing world has given me a good mix of marketing, sales, and graphic design.
I would say that a struggle of this career is the constant updates and real-time changes to the industry. New careers are quickly being developed and digital marketers have to remain competitive, constantly learning and updating their skills at a faster rate than most industries. We always have to stay abreast of the new tools, algorithms, and trends.
My mother always pushes me to be my best and to keep improving myself. She is truly my inspiration!
N: I enjoy the opportunity to develop new and thoughtful ways to provide valuable information to people. If there is a struggle, it is due to the ever-changing way we communicate with each other. With so many messages aimed at the public at any given time, it can be difficult to be heard or seen through all of the noise, but we build on what we know and push to get information and resources to those that need them.
My conversations with my mother always gave me a sense of purpose and brought me back to the intention of the work that I’m doing.
Let’s get a little fun, now. What’s a quote your mom said to you growing up that stayed with you?
G: “I can show you better than I can tell you!”
C: “¡TE LO DIJE! (I TOLD YOU!)”
N: “Know your worth and never let someone make you doubt it.”
We’re so grateful to all the mothers who did their absolute best to raise their children and support them through life’s most difficult decisions. Moms deserve all of the good things, and this Mother’s Day, we encourage you to give them to her!
With the light seemingly showing at the end of the pandemic tunnel, it is quite fitting that this year’s Earth Day theme is “Restore Our Earth”. The COVID-19 pandemic caused humanity to remember how to preserve and improve our health, livelihood, and quality of life. This year, we at Octane feel that Earth Day is the perfect time to reflect on how we can improve the quality of our lives through the preservation of our planet.
Typically, we hear about climate change, pollution, and deforestation as some of the problems facing Earth, but as most of us have been “sheltering in place” for the past several months – rightfully so – there’s been an uptick towards in-home energy use. Burning fossil fuels to generate electricity is just one contributor of greenhouse gas emissions that causes climate change and decreases the quality of our lives as living beings on this planet.
Earth Day is not only about acknowledging a need to do better for our Earth but also making and implementing those plans. The District is committed to fighting climate change and has plans and programs in place for climate adaptation and preparedness. Washington, D.C. has one of the most ambitious climate plans in the United States, including transitioning to 100 percent renewable electricity and reducing greenhouse gas emissions by 50 percent in 2032!
Working with government departments, sustainability companies and groups in the District, Reduce Energy Use DC launched on April 19th encouraging businesses and residents of DC to increase climate literacy, take inventory of energy use, and pledge to continue these habits for a better future. Today, Octane invites you to minimize your energy-use footprint and unplug for the day, clean up a local park or attend a virtual event that teaches ways to reduce energy consumption. Together, we can fight climate change and commit to a better Earth for our community, our families, and our future!
It’s Women’s History Month and here at Octane, we understand and appreciate the fierce power and contributions of our women. Our team is made up of mostly women, and we wanted to recognize this awareness month by highlighting our top lady, Sheila McGee.
Sheila is the Co-Owner and Chief Operating Officer at Octane. With 20 years of experience in marketing, public relations, advertising and publishing, crisis communications, and special event planning, Sheila is a respected veteran professional in the communications industry. We asked Sheila a few questions about her career journey so far, from early years to favorite points in time, challenges, and everything in between.
How did you get your start in the communications industry?
I first discovered my love for communications as an undergraduate student at the University of California Santa Barbara. I was a driven communications major determined to do whatever it took to insert myself into the industry! After graduation, I took every single communications job I could get, until I finally landed my dream job on Madison Avenue in New York City.
I was working for one of the largest African American-owned Public Relations firms in the U.S., where I led a team for our client Glaxo Wellcome, now known as GlaxoSmithKline. We led a 10-city national tour to promote their new HIV medication, with participation from gospel icons, Yolanda Adams, Fred Hammond, and more.
During the tour, I hired Everett Hamilton as our event designer. That blossomed into Everett and I having the idea to join forces and create our own company, which I named Octane! That was 21 years ago.
Today, Octane has established itself in the Washington DC area as a leading agency that is known and appreciated by our community. Our team provides innovative media, digital and social marketing campaigns that communicate important issues across a variety of industries.
As co-owner and COO of the only Black, woman, and LGBTQ-owned agency in the District, you define “boss lady!” What is your favorite part of your role? Where does your true passion lie?
My favorite part of my job at Octane is watching the growth and development of our staff! I love watching them unlock creative concepts and seeing those come alive as award-winning campaigns for our clients. This fuels my 20+ year passion and intrigue for creative communications. You can come up with an idea out of thin air and develop it into something tangible and real, touching millions. That is still so phenomenal to me!
What has your experience been like as a woman in the workplace?
Gratefully, I have been embraced as an African American woman in this industry. By joining the Public Relations Society of America (PRSA) early on in my career, I had the opportunity to connect with other supportive women in the PR industry. Some of those same women are still mentors and friends to this day. Having access to that level of support has been priceless and has aided in my development as an executive at Octane.
Of course, I have had more than my fair share of rejections. Too many to count if you ask me. You can’t be in business for almost 21 years and think that everyone is going to like you personally or accept your glowing proposal, no matter how much work went into putting it together or how much experience you have on a particular subject matter.
My attitude has always been to keep moving forward. I have found that the key to Octane’s success story has been in the way that we have taken on our lumps and bumps, but have never stopped working to sharpen our skills and what we know we do well.
What is your proudest career moment?
I am extremely proud of
every award Octane has won, but there is nothing like the first one. Our team’s work to educate the community on preventative measures and safety around HIV/AIDS, Hepatitis, STD, and TB Administration for our HAHSTA client was phenomenal! Being located in the District of Columbia, this especially hits home. The District had the highest HIV/AIDS rate in the nation up until 2014, and even now D.C. residents are nearly 8 times more likely than other Americans to receive an HIV diagnosis in their lifetime. That said, being able to do our part and educate our D.C. community on prevention, safety, and care opportunities is tremendously rewarding.
Another very proud moment was our 2017 Emmy Award nomination for the TV commercial: “Think About Prep,” which also was for a HAHSTA campaign.
What’s your advice for young women that desire to achieve success in the communications industry, and/or have ownership in a business, like yourself?
When Everett and I started this business, we did the so-called “grunt work”. From pasting labels on programs, to carrying boxes and loading trucks, we did whatever it took to get the job done. As a Chief Executive, I have done account work for several of our clients, helped develop early campaign slogans, all the while trying to learn how to read a profit and loss statement and interpret a cash flow chart.
I think anyone that is serious about achieving success in the industry, especially those that want to go into business for themselves, has to be okay with getting their hands good and dirty. It takes hard work, but if you love what you do and you’re determined, you’ll be okay with that.
More importantly for entrepreneurs, you need a good tax accountant!
Bio
Sheila McGee is a veteran communicator with more than 20 years of experience in marketing, public relations, advertising and publishing, crisis communications, and special event planning. As one of two founders of Octane and COO, Sheila drives Octane’s operations and human resources, leveraging her expertise to map our strategy with the right assets: systems and tools, and people, including their experience, engagement, and development. Sheila also uses her understanding of the relationship between customer satisfaction and contract stewardship to define company practices. Simply, she leads execution excellence and delivery efficiency, ensuring Octane is a client-focused firm.
Before co-building Octane, Sheila led an eight-member team in producing the GlaxoWellcome (currently GlaxoSmithKline) African American grassroots market expansion campaign. As marketing manager for the City of Richmond Department of Health, she led the development of the department’s Rock Richmond Health and Wellness campaign.
Sheila holds a Master’s Degree in Education from Strayer University and a Bachelor of Arts in Journalism from the University of California, Santa Barbara. She is an active member of the Public Relations Society of America and the National Association of Black Journalists.
