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HURST - It's no bull. Raising livestock has more in common
with the marketing and publicity business than one might think.
Letitia Johnson and Anne Griffeth know a lot about both. As teen-agers,
they competed in junior livestock shows throughout Texas. Now in their
30s, Johnson and Griffeth co-own The J3 Group, a marketing, advertising
and public-relations firm based in Hurst.
Whether it's work in a barn or a boardroom, the same tools for character-building
apply. Raising livestock sharpens "one's work ethic and ability
to juggle multiple tasks -- traits that one needs to run his or her own
communications firm," Johnson said.
Agriculture also demands a certain expertise and brings a different set
of contacts than most industries.
These days, Johnson and Griffeth are more about raising their families
and growing J3. The company will observe its fourth anniversary this
year, providing marketing and publicity for industries such as airlines,
auto insurance, medical, real estate and, particularly, agriculture.
More than half of the agency's client portfolio is ag-related.
The State Fair of Texas is one of the firm's favorite accounts, and one
the women know well. Griffeth competed in the fair's Junior Livestock
Show as a youngster.
Handling publicity for the State Fair is a test of a PR professional's
work ethic. Through the end of October, Johnson, Griffeth and staff members
will churn out about 5,000 news releases and photos to appear in 200
newspapers and periodicals across the state and nation featuring blue-ribbon
winners and breeders information.
Since 2002, Johnson and Griffeth have built a reputation for accurate
data collection and speedy distribution of information about State Fair
livestock events. Their combined experience with 4-H and FFA gives them
an inside track.
Although J3 owners declined to discuss revenue, they said agriculture
has helped increase margins by about 30 percent since the company was
founded in 2001.
The publicity trailer at the center of the livestock grounds is the information
hub for the State Fair Livestock Department.
There, news releases are produced and distributed as interns track and
write copy on the thousands upon thousands of head of livestock that
pour into the fair each year. Results from all contests and auctions
must be recorded and filed.
J3 employs about 12 to 15 college interns to help with the writing. Reporters
rotate in and out of the trailer daily, attending shows, gathering results,
snapping pictures. The writers munch on Fletcher's corny dogs and nibble
cotton candy as they work at their laptops, writing release after release.
Griffeth is largely responsible for bringing the ag connection to J3.
Johnson founded the agency in 2001 to assist with marketing for American
Airlines Vacations. Their paths crossed at a Mother's Day Out event at
their children's school in 2002.
Griffeth, a Bedford native, had agriculture reporting experience, first
as an intern for the State Fair and later as a marketing and PR executive
for the Georgia Beef Industry and Cattlemen's Association. She joined
J3 in October 2002.
Raising a farm animal for competition is not like owning a pet. It's
an all-consuming process that begins daily at 5 a.m. with watering, feeding
and grooming. Add the cash needed for supplies and containment of the
animal, and it becomes a crash course in running a business.
And yet, an office aquarium is about as close to keeping an animal as
Johnson can get these days. She speaks highly of the values instilled
from raising animals. On the fairgrounds in Dallas, she speaks about
the excitement and stress of showing animals. The livestock pavilions
in Dallas bring back memories.
But it's murder on the sinuses. She can hardly speak without sneezing.
"I'm allergic to hay now," Johnson says, eyes bloodshot. "I
used to be immune when I was younger."
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