Family Business Program Collaborates with Local Marketing Agency to Host Branding Forum for Family Businesses

Fisher’s Family Business Program recently collaborated with local marketing agency Dixon Schwabl + Company (DS+CO) to present “Become a Family Business Deemed a Great Place to Work” aimed at helping family businesses determine and showcase their own business personality and unique selling points.

“Partnering with St. John Fisher’s Family Business Program to host this event was such a wonderful experience for our family. While we work at the same marketing agency, it’s not often we get to work on projects together, as a family, so this was a fun, welcome change of pace for all five of us,” said Jordan Dixon, managing partner, office and property management and procurement at DS+CO. “Rochester is home to many incredible family businesses; this event gave us the opportunity to share our story with the ones that want to make theirs ‘great,’ and we were honored to be a part of it.”

The event featured a moderated discussion among five members of the Dixon-Schwabl family including Lauren Dixon, board chair; Mike Schwabl, board vice chair; Connor Dixon-Schwabl, managing director and studio production; Madison Dixon-Schwabl, executive assistant; and Jordan Dixon. Angelina DeMent ’26, a junior marketing major at Fisher whose father owns Giovanni Food Co., offered welcome remarks. She also provided insights on her family’s business and introduced Vince Leece from Key Bank Wealth, the Cardinal Sponsor of the Family Business Program, and Ron Sicker, visiting assistant professor of practice in the School of Business, who discussed how Fisher is incorporating family business into School of Business courses.

“The event was incredibly insightful, offering meaningful strategies for cultivating a workplace culture that people genuinely want to be part of. One key takeaway was how creating a great place to work can transform a business and drive long-term success. Dixon Schwabl truly exemplifies this by putting their people first, ensuring that every employee feels heard, respected, and supported. Their dedication to culture and team development has resulted in long employee tenure and a reputation for excellence,” said Dement.

Former DS+CO employee Shanon Stuzik, who now works for a family business, also attended the event. Struzik was impressed by the venue and how DS+CO presented for both family members and non-family members in family businesses. When asked about significant insights she could use in her day-to-day work, Stuzik noted the 9-box brand framework presented by the agency and noted her excitement to use this framework with her leadership team to express their brand and provide consistent experiences for both internal and external audiences.

For Connor Dixon-Schwabl, a 2010 Fisher graduate, collaborating with his alma mater brought special meaning.

“The Family Business Forum was another reminder why I selected St. John Fisher University years ago. The group is filled with kind, motivated, and good people. Seeing local organizations raise their hands to learn what it takes to be a great place to work was delightful. It reassured me that even with new challenges in workplaces, this program stewards good business based on values and making an impact in our careers, homes, and communities,” he said.

This article was written by Drew Smith, a senior marketing major, who is working as an intern in the Office of Marketing and Communications at Fisher for the 2024-2025 academic year.