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Get the facts behind some of the top workplaces in the Rochester area.
Olivia Lopez, Todd Clausen

The dictionary defines marketing as “an aggregate of functions involved in moving goods from producer to consumer.”

The key word, especially nowadays, is aggregate. The digital revolution has introduced so many methods and procedures to link sellers and potential customers that it’s hard to keep track.

That’s one reason that Tim Mason spun off his original company, Mason Marketing, into another entity called Mason Digital. The Penfield businesses feed off each other, each with the purpose of getting out the clients’ “message.”

“We talk about driving success,” Mason said. “Our clients are hiring us for brainpower, they’re hiring us for ideas … We help drive sales of products or services with targeted marketing programs. We help develop the brand and communicate it to audiences through the channels where they want to get their information.”

Direct marketing, broadcast and print ads and sales promotions are all part of the mix. Mason Digital complements those more-traditional approaches to provide the latest digital and web-based marketing “tools,” as Mason says.

The focus has been on digital, including the number-crunching, bang-for-the-buck benefits.

“We tell clients on the digital side exactly what their money is getting for them through all the analytics — how many people saw (their “message”), how many people clicked on it. The old saying was always that 50 percent of advertising is wasted, but the questions was always which 50 percent. Now, for the first time, everything is measurable.”

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A guy named Donn Selkowitz started what begat these companies back in 1986. Selkowitz hired Mason in 1991 and changed the name to Mason Selkowitz Marketing in 2000. Ten years later, Mason bought the business and split the company to also add Mason Digital in 2014.

The firms’ specialties include healthcare, including medical-device companies, as well as what Mason calls the “food and beverage area.” Mason has been handling digital marketing for UR Medicine and added Monro Muffler Brake & Service within the last six months. Clients come from throughout the U.S., including Washington state, Boston and Philadelphia.

Mason has been in Penfield since 2004, “by the fourth hole at Midvale (Country Club),” Mason said. The work includes developing and constantly tweaking clients’ websites.

“They’re not looking at it every day so we will for them,” he said. “We go in, look at what’s working and what’s not working and make progressive updates.”

Mason’s sons work at the companies, with 26-year-old Chris a graphics designer and 23-year-old Tyler a multimedia content engineer. They’re part of that hugely sought-after demographic.

“We’ve hired a lot of millennials,” Mason said. “They bring a wonderful spirit, a cultural change to our company that keeps us old guys young.”

Alan Morrell is a Rochester-based freelance writer. 

Mason Marketing and Mason Digital

Founded: 1986.

Location: 400 Whitney Road, Penfield.

Executives: For Mason Marketing: Tim Mason, president and CEO; Terri Cubiotti, chief operating officer; Brad Schultz, chief creative officer. For Mason Digital: Tim Mason, president and CEO; Jim Dennis, chief operating officer; Karl Heberger, chief strategy officer.

Employees: 35 total (22 at Mason Marketing, 13 at Mason Digital).

Websites:www.masonmarketing.com and www.masondigital.com.