Episode 7 – Featured Guest Jody Shiroma

By thecovertcode|2025-12-17T22:45:46+00:00April 12th, 2024|Podcasts|

Meet Jody Shiroma

Jody Shiroma is a strategic leader with a rich background in communications. She directs marketing and communication strategies for PBS Hawai’i’s General Audience programming, managing the station’s brand and digital presence across various platforms.

She has orchestrated groundbreaking initiatives such as the station’s launch of the PBS KIDS 24/7 streaming channel and its expansion onto multiple platforms, including YouTube TV, Hulu TV, Local Now, and DIRECTV.

Noteworthy among her achievements is the successful execution of a comprehensive brand refresh, solidifying PBS Hawaiʻi’s digital presence and increasing its audience engagement.

Jody’s passion for storytelling extends beyond conventional mediums. She is the driver behind PBS Hawaiʻi’s digital landscape, where she spearheads innovative strategies and has pioneered compelling narratives across the station’s digital platforms. Her direction has led to the development of digital-exclusive content, podcasts, and livestreams, enriching the viewer experience, fostering deeper community connections, and driving engagement.

She champions culturally significant projects, serving as the executive producer of an eagerly anticipated Hawaiʻi-based reggae documentary slated to release in 2024, the Alanui mele podcast, which explores the rich tapestry of Hawaiʻi’s hip-hop culture; and What School You Went, which explores the traditions and stories that make up the modern-day culture of Hawaiʻi.

Her impact was also seen when she helped orchestrate a groundbreaking digital fundraiser at PBS Hawaiʻi, surpassing its goal and earning national recognition.

Before her tenure at PBS Hawaiʻi, Jody made a lasting contribution to Aloha United Way, where she developed award-winning advertising campaigns and marketing partnerships that elevated the organization’s community standing. She played a pivotal role in revitalizing the Aloha United Way brand among millennials and Gen X leaders, orchestrating campaigns that raised over $700,000 and investing over 1,000 hours of volunteer service.

Jody has received praise from her peers, earning her the prestigious title of AAF-Hawaii’s 2020 Person of the Year and recognition on a national level as a 2023 AdWeek Future is Female winner.

A graduate of the University of Hawaiʻi at Mānoa, Jody is deeply ingrained in various organizations, serving on boards and committees, including AAF-Hawaiʻi and HUGS Hawaiʻi. She chairs the national PBS Marketing Advisory Council and contributes to the PBS Digital Marketing Advisory Council and the Hawai’i Department of Health’s Sexual and Gender Minority (SGM) Workgroup.

As the co-chair of the AAF-Hawaiʻi Education Committee, she is dedicated to nurturing the next generation of advertising talent through the development of the innovative program, Two Scoops, where she has connected key leaders and professionals with students.

Beyond her professional accolades, Jody’s commitment to mentorship shines through her role as a former mentor for AD2 Hawaiʻi and a current one for the American Marketing Association, as well as serving as a judge for AMA’s national scholarship programs.

Outside of PBS Hawaiʻi, Jody served in a dual role as executive producer and publicist for the film Growing Up Local. There, she worked to ensure that the film authentically captured the essence of local culture and crafted compelling narratives through a strategically executed publicity campaign, generating buzz and anticipation for the film release.

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Episode 6 – Featured Guest Cam Tullos

By thecovertcode|2025-12-17T22:19:45+00:00April 5th, 2024|Podcasts, Get Your Geek On, In-Person|

Meet Cam Tullos

Cam is an expert Javascript developer, particularly proficient in the React framework and Node.js/Express, and he co-authored a full-stack decoupled development framework with me. He combines his proficiency in CSS/SCSS with a wealth of creative ideas to effortlessly translate them into innovative solutions. Together, we developed a framework that not only meets client needs but does so with a touch of magic.

What sets Cam apart is his outstanding work ethic and collaboration skills. He’s a consummate team player with an electric, positive personality that keeps the team both productive and enjoying the work. Cam is not just about ideas; he takes them creatively and technically forward, inspiring the team to explore possibilities and push boundaries.

In terms of leadership, Cam fearlessly addresses social blockers and effectively communicates technical challenges and potential solutions to management.

Cam possesses excellent communication skills, effortlessly conveying the most important values to stakeholders. His charisma and passion make him adept at relating to diverse audiences. Additionally, Cam has a knack for challenging teams to explore new approaches, break down communication barriers, and reach new heights.

In summary, Cam Tullos is not just a lead software engineer; he’s a catalyst for positive change within a team. His ability to challenge the status quo, coupled with his technical expertise and charismatic communication style, makes him an invaluable asset to any project.

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Proximity: It’s Not Just About Your Location

By thecovertcode|2024-12-01T03:24:09+00:00March 30th, 2024|Forbes Articles|

Anna Covert – Forbes Books Author

Forbes Books – AUTHOR POST

Published March 15, 2024

I’m a big believer in supporting local businesses. But what does “buy local” mean when it comes to digital media?

I recently finished Cristi Hegranes’ powerful book, Byline. Cristi unpacks the struggle of international journalism as the industry shifts further away from supporting local reporters. To reduce costs, news entities are placing the burden on reporters thousands of miles away from the source, who know little about the communities being impacted.

They rely on third-party data sets to create a story that, while it gets attention, is wildly misrepresentative. They’re also using misleading keywords to sell the story. Cristi’s message is that proximity to the story is critical for fuller, more accurate information. Trusting outsiders to understand the complex issues experienced by another country just doesn’t work.

“Location, location, location.” It’s true in real estate and, as Cristi suggests, in journalism. So, what about digital media?

Trust Matters More Than Location

Today’s consumers buy products and services from a global marketplace of providers. Businesses are also expanding their view of where employees must be located by closing brick-and-mortar offices and replacing them with remote workplaces.

The result? An ever-expanding array of options for every possible product and service. Coming from a business background, I believe that competition makes everyone better, but how can a consumer navigate all of their choices with so many offerings?

I think that, in this new marketplace, trust matters more than location. Of course, trust comes more easily with companies that we can see and tangibly connect with. They speak our language and are part of the communities we live in. We may know people who work there. They’re local.

How can we build that same trust that comes with proximity in the digital media industry? Often, companies hire an advertising agency or rely on their traditional marketing partner to purchase and manage their digital marketing on their behalf. The question then becomes: are those same partners using the tools themselves? Do they have proximity to the platforms? Do they have that vital first-hand understanding and experience?

Unfortunately, far too often, the answer is no. These sellers are using keywords like “share of mind,” “vitality,” “optimization,” and the like to win media dollars but have no idea how the very tools they’re selling are used or, more importantly, how they’re changing daily in a rapidly evolving digital landscape.

Go to the Source

The sources we trust must be hands-on and use those media platforms. They need to report back in real-time with insights and strategies to increase results, not just ask the client to spend more funds, hoping that a campaign will eventually work.

Proximity matters, but when picking the right online media partner, we need to consider proximity to knowledge, the right tools, and the expertise to identify what’s missing and recognize when the results aren’t adding up. We also want partners who can adjust and update the media strategy in a thoughtful, trackable way.

When buying “local” in digital media, think differently about what proximity means. Look for partners close to the source of the data you need. Find experts who understand how digital media is consumed and placed, have the “local” ability to interpret the data, and identify how to guide you to the desired results.

That’s the way to ensure that, no matter your location, you can achieve proximity to the source of your customer’s online journey and influence their ability to navigate it easily and successfully.

Featured Content

Read The Book Featured In This Article

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Episode 5 – Featured Guest Jeff Szur

By thecovertcode|2025-12-17T22:14:12+00:00March 29th, 2024|Podcasts|

Meet Jeff Szur

Jeff Szur, Chief Operations Officer, Altitude Water (https://altdwater.com/), a leading manufacturer and installer of several types of Atmospheric Water Generators (AWGs), from residential and light commercial machines to heavy-duty military-grade machines that produce water anytime, anywhere. With decades of experience, Szur’s vast knowledge and skill in creating pure water have earned him widespread respect. Szur’s expertise is recognized by the Weather Channel, the Red Cross, Environmental Directions with Nancy Pearlman, the US Marines, Camp Le Jeune, World Vision, Noah’s Arc, Kahului, Hawaii Mission, FootprintProject.org, Oahu, Hawaii; Maka Project, Cameroon-Jean-Felicien, Gacha Foundation, Ecuador, Universidad de Catolica Guayaquil, and the first Solar/Water Disaster Relief partnered with New Use Energy Solutions (NUE), a Phoenix-based manufacturer of mobile solar solutions.

Other successful clean water projects include The Water Awareness Project, Hurricane Idalia, Florida, outside Tampa; the Disaster Relief Trailer at Pu’uhonua o Nene Shelter in Kahului; Water Distribution in Our Community for the last 5 years during hurricane preparedness, Orlando Magic Advent Health Center; Solar Water Trailers in New Orleans; water for athletes at Sports Academy in Port St. Lucie; and Amy Grant Farm, Franklin, Tennessee. He has been a speaker and panel member for numerous water trade shows over the last 14 years, in addition to donating his time to various academic programs in schools throughout the United States. One robotics club won the most innovative award through Jeff’s tutelage.

Additional information:

https://altdwater.com/

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Episode 4 – Featured Guest Scott Aronson

By thecovertcode|2025-12-17T22:09:22+00:00March 22nd, 2024|Podcasts, In-Person, SolarCoaster|

Meet Scott Aronson

CEO at SunRev, an Elite SunPower Dealer

Scott Aronson is a distinguished business leader known for engineering a historic turnaround at the Better Business Bureau (BBB). He led a BBB region from near insolvency to achieving the #1 position in percentage revenue growth across the entire system in the U.S. and Canada for FY/09 and FY/10. Under his leadership, the region achieved fiscal vitality and increased market penetration by 29%, even against severe recessionary forces.

Scott maintained double-digit growth for three consecutive years through a multi-pronged approach. He successfully tripled new sales revenue, nearly doubled total revenue, and quadrupled net income, establishing a new performance paradigm for the organization.

As the director of the BBB region, Scott led it to become the National Sales Leader (#1) in its category, previously ranked #8 out of 10. The Council of Better Business Bureaus (CBBB) recognized his outstanding performance at the U.S. annual convention for FY/09 and FY/10.

Scott’s innovative mindset led to the development of eight value-added programs and new revenue streams, leveraging core users by upselling and cross-selling. Notable initiatives include a SaaS/Google SEM/PPC campaign co-branded with BBB, which contributed 40% to new revenue creation, and a Fee-Audit Program that significantly increased pricing.

In just one year, Scott boosted retention income by 20% within highly recession-prone home services verticals by designing and implementing a multi-tiered Customer Service Awards Program. His efforts in these areas not only increased revenue but also enhanced customer satisfaction and loyalty.

Scott was selected to serve on BBB’s Western Regional Innovation and Marketing Committee, reflecting his commitment to continuous improvement and innovation. He was also the youngest ever recipient of the CBBB Certificate of Commendation in FY/96, ranking as the 2nd highest national salesperson out of 1,100+ sales executives in both gross dollars and number of sales.

Outstanding leadership, creative thinking, and a dedication to achieving exceptional results have all distinguished Scott Aronson’s career. His work has not only transformed organizations but also set new standards for performance and growth.

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Episode 3 – Featured Guest Brian Kelly

By thecovertcode|2025-12-17T22:05:23+00:00March 15th, 2024|Podcasts, In-Person, SolarCoaster|

Meet Brian Kelly

Brian Kelly is the president of Sea Bright Solar, a leading company specializing in comprehensive solar solutions for both residential and commercial customers. With a strong commitment to sustainability and innovation, Brian has guided Sea Bright Solar to the forefront of the solar industry.

Under Brian’s leadership, Sea Bright Solar excels at seamlessly integrating design, sales, and installation teams to provide top-tier solar services. Brian’s expertise guarantees precise execution of every project, from the initial consultation to the final installation. Brian’s strategic vision focuses on delivering high-quality solar solutions tailored to meet the unique needs of each customer.

Brian also emphasizes the importance of accessible and flexible solar financing options. By offering complete solar financing and installation services, he ensures that Sea Bright Solar’s clients can transition to renewable energy with ease and confidence. This comprehensive approach has enabled the company to build a strong reputation for reliability and customer satisfaction.

With a passion for renewable energy and a dedication to excellence, Brian Kelly continues to lead Sea Bright Solar in making a significant impact in the solar industry, helping both homeowners and businesses harness the power of the sun.

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Episode 2 – Featured Guest Ellsworth Corum III

By thecovertcode|2025-12-17T21:57:39+00:00March 8th, 2024|Podcasts, In-Person, SolarCoaster|

Meet Ellsworth Corum III

Due to his passion for reducing the negative effects of climate change, Ellsworth Corum III is a devoted supporter of expanding the use of solar and renewable energy. Recognizing the urgency of the environmental crisis, Ellsworth believes that there is no alternative to preserving our planet. His professional endeavors, where he actively works towards sustainable solutions that contribute to a greener future, reflect his commitment to renewable energy. Ellsworth Corum III is making significant strides in the renewable energy sector with a clear vision and unwavering dedication.

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Anna Covert Releases Digital Marketing Book & Podcast

By thecovertcode|2024-12-13T19:34:58+00:00March 4th, 2024|Press Releases|

Unlocking the secrets of digital marketing and explaining strategies that deliver success.

I am passionate about helping business owners navigate the world of digital marketing. Too often, they have been ‘sold’ digital solutions that don’t work or are not able to be verified. That ends now!”

— Anna Covert, Author, Podcaster, and Principal of Covert Communication

Anna Covert, the founder of Covert Communication, the largest digital marketing firm in Hawaii, has added to her accomplishments with the addition of a book, weekly blogs, and a podcast. Over the last two decades, the industry has acknowledged Anna as a leading expert in digital advertising, renowned for her unwavering commitment to business ethics. A powerhouse, Covert has worked with hundreds of companies worldwide in a wide range of industries. In alignment with her deep knowledge of the digital world, Anna recently completed a book titled The Covert Code – Mastering the Art of Digital Marketing. On June 18, 2024, Forbes Books will release it for retail sale after being available for presale on major online book retailers.

To support the message of the book and to help readers get the most current ideas about digital marketing, Forbes will publish a monthly blog from Anna on digital-related subjects like: Are We Approaching the End of the Data Age? and FOMO and AI: Do You Have Fear of Missing Out? And more.

Extending the message of the book even further, Anna is also producing a podcast, also called The Covert Code, where she features case studies, best practices, and more for businesses of all types and especially for solar companies (a specialty of Anna and Covert Communication). The podcasts feature clients and high-level marketers and are energetic and entertaining while also being learning experiences.

“I have become passionate about helping business owners navigate the world of digital marketing,” stated Anna Covert, Author, Podcaster, and Principal of Covert Communication. “Too often, they have been ‘sold’ digital solutions that don’t work or are not able to be verified. I hope that ends now!”

Find out more about Anna, the book, the podcasts, and speaking engagements at: annacovert.com

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Episode 1 – Featured Guest Paul Sullivan

By thecovertcode|2025-12-17T19:47:27+00:00February 27th, 2024|Podcasts, In-Person, SolarCoaster|

Meet Paul Sullivan

No one knows SunPower like Paul Sullivan. Over his 15-year career in the solar industry, Paul has helped hundreds of SunPower dealers increase sales and expand operations nationwide. From overseeing the award-winning SunPower Master Dealer program to solar consulting through his company, Wogg, Paul knows how to find sales potential and expand opportunities. Paul joins SunPower by esaSolar, the first Florida Master Dealer, with the mission to take their success coast-to-coast utilizing the SunPower installer network.

Paul’s education includes the prestigious University of San Francisco School of Management’s Advanced Sales & Sales Management and the Leadership Academy. He takes great pride, and his experience is evident when building and developing professional cultures and training teams of varying sizes. Paul exudes an inner calmness and patient ability to help break through the challenge of leaning into the responsibility of what it means to be a leader. If you need some stress relief, he can help you break a board or two!

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Are We Approaching the End of the Data Age?

By thecovertcode|2024-12-01T03:27:54+00:00February 9th, 2024|Forbes Articles|

Anna Covert – Forbes Books Author

Forbes Books – AUTHOR POST

Published Feb 9, 2024

In marketing, data is an incredibly valuable currency. First-party data, or data that your business has collected, can provide you with information such as the IP address of a user who visits your website or details about a customer who has bought your product or requested a quote for a service.

Third-party data, which is essentially another company’s first-party data (collected from survives, subscriptions, public records, etc.), is also valuable. The key difference between the two is that, with third-party data, the customer who opts in or agrees to take a survey or completes a form never agreed to be contacted by your company, at least not explicitly.

New FCC Rules

The FCC recently announced changes that will impact your access to that third-party data (or aged data, as it’s known in advertising). The new rules require “one-to-one” written consent on lead generation.

What this means varies by industry, but the essential outcome is that a company collecting data is not allowed to resell it for the purpose of marketing. The only person who can reach out to the customer is the one they initially requested contact from.

When this ruling was first announced, it was overwhelming to get calls from panicking clients and vendors. They all wanted to know what the FCC changes meant and, most importantly, how they would impact leads.

Is this Overregulation?

Scott Aronson, former vice president of the BBB and current owner of SunRev, made a comment that really stuck with me: “This is what happens when industries don’t self-regulate. They become over-regulated.”

You can see the evidence that this is true with the steady increase in phishing texts and requests to sell your home. The industry has gotten wildly out of step with the intended purpose of acquiring customer data. That data is supposed to tell us more about our customers’ behavior so we can provide better solutions, not launch a digital door-knocking assault.

But maybe we need to acknowledge that it does work for many industries. If customers are finding solutions to problems, then is it all bad?

The answer isn’t clear-cut. It depends on how we use the data and how invasive it is.

A Better Way to Use Data

So, is there a better way to use that same data? Can we acquire new customers in a non-intrusive way?

In digital marketing, the use of AI and programmatic advertising channels allows companies access to third-party data streams and then provides methods to target those users in their daily journey online through digital radio, CTV, pre-roll video, in-game, native ads, and traditional display.

This allows a company to build a compelling media mix and deliver the ad to someone who is highly likely to be interested in your product or solution. Instead of being forced to pay attention, they have the opportunity to click, watch, listen, and then decide whether to take action to join your first-party data on their timeline.

It’s easy to see the cost-benefit. Aged data can range from $0.10 to $5 per record. Even in the best situations, a 1% conversion rate is favorable.

When you layer in customer service call centers using airtime, purchasing dialers and new phone numbers to get around customer blocking, and the cost for email campaigns and text messaging, all of this outreach quickly adds up. Not to mention the negative brand impact when customers (or potential customers) feel you are hassling them.

Rewards Far Outweigh the Risks

This approach feels different because it is different. Your output is about the same regarding funds and effort to acquire new customers, but the rewards are far greater because you’re creating the opportunity for the right customer experience. You are now in control of the messaging and are generating valuable data to help you convert website traffic at a higher rate.

It’s true that not every dollar spent will directly translate into desired leads, but your investment will deliver information—valuable information. Which third-party data was superior? What was the click-through rate by media source? Of all the traffic you generated, how much stayed and for how long?

This is valuable data, worth far more than a STOP text. It means that aged data isn’t dead. It just needs a facelift.

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About thecovertcode

Trust Matters More Than Location

Go to the Source

Featured Content

New FCC Rules

Is this Overregulation?

A Better Way to Use Data

Rewards Far Outweigh the Risks