- By Claire Gibson
As the Panhandle, along with its neighbors, continues to grow and evolve, the general population finds itself increasingly exposed to innovative ideas, smarter solutions, and more efficient business models. Every city, town, and region goes through it; the inevitable progression of the present is a necessary part of life. In the twenty-first century, and especially as we approach 2012, most of us are becoming either more consumed with or, if nothing else, affected by technology. So much of our daily processes are now linked to an aspect of technology that many of us take it for granted in the same way that we slowly accept every advance of the status quo. One argument that has emerged over the years, however, makes a case against our seemingly incessant desire to plug in to all things digital—citing technology's counter ability to actually push people away from one another, rather than bring them together, which is how the age has been marketed. Well, there's a native couple who is looking to reverse at least one point within this debate, and here's the irony—they're doing it by bringing people together (you guessed it) online. Michael Chalmers and Heather Crosby, both 36, and Shepherd College graduates, started a company earlier this year called Yep Media, though it won't be long before the simple reference to "YEP" will likely be a common practice in the tri-state area, and even beyond. Why? Because what they've created is a website, a brand, and perhaps most importantly, an idea, that's going to bring an entirely new level of awareness and promotion to the people of West Virginia, Maryland, and Virginia. And they're going to do it by highlighting the endless and wonderful stories of the everyday people who make up these regions. YEP stands for Your Everyday People, but that's literally just the tip of the iceberg. The website not only brings you daily accounts of people from every walk of life in this area, who have an interesting or inspiring story to tell, but it's also a onestop- shop—a "yourtown.com" if you will—of information and resources… and about as worthwhile a reason to be online as any. We had the chance to catch up with the couple, in for a visit from The Windy City— though, by the time this issue goes to print, they will have likely moved into a small cottage on a farm in Shepherdstown, WV. (And yes, it's the same Mike Chalmers who edits this wonderful publication.)
ATP: You officially went live with YEP on August 23rd, this past summer, but there were many months of development behind it, including a pretty special New Year's night to begin 2011. Walk us through this inception, and the journey thus far.
Crosby: Mike and I have always been very inspired by each other; we can take an idea and run with it for hours. Our New Year's Eve dinner was no exception—and I believe Mike even had a pretty serious cold that night, complete with a fever— and that didn't stop him. We were discussing our goals for the year. We were in a spot in life where we loved Chicago but were craving much more balance with the country. We wanted to simplify our lives and get closer to what truly matters, so we started talking about how to do that in the simplest form. Personally, I was/ am tired of working on campaigns for large corporations. I've been lucky enough to work at some firms in Chicago with some very talented folks who I respect and have learned from tremendously. I want to take my skill set and apply it to what I think matters—real people who deserve the spotlight but may not have the million-dollar advertising budget. So, we resolved to do a few things with the coming year, and as we talked, the idea for YEP started to formulate. Before we knew it, we were through with our meal and sitting in our home office, sketching the website. I believe we watched the ball drop online. Spending New Year's designing YEP was the perfect way to start the first day of the year—productive.
ATP: Over the first few months, as your ideas and the site developed, how did your vision for YEP evolve?
Chalmers: Truthfully, I think we worked well into New Year's Day that first night. When we finally looked up at the clock, we both smiled at one another; we knew we had the framework for something special. The central idea was to create a site where everyday people can have their stories told—in whatever form that takes—and to build around that template with a bounty of easy-touse, extremely valuable community resources. As we chipped away month after month, new features and uses for the site would pop into the conversation. The vision for YEP evolved right along with the emerging ideas.
Crosby: We've remained pretty true to the foundation, but additional components have been added as we think about what we want from this type of "online home." We have plans to add a social community aspect to the site, where visitors can connect with each other, participate in forums, blog, share their photographs, etc. We've also added a free business directory, so businesses can get more exposure. Our movie and menu links are very interactive and user-friendly, and of course, extremely practical. We want YEP to be the one-stop online home for West Virginia, Virginia, and Maryland, so when we see a need, we will be adding it. And we're certainly always open to suggestions.
ATP: YEP is built upon a framework that highlights the value of everyday people. What does it mean to you to be able to bring such a service to the community, especially in today's world?
Crosby: I am so tired of reading the news and everything is negative and fear-based. The more I look around, the more I see disconnection, and I'm just as guilty as the next person. I can get sucked into the computer, finally look up, and hours have gone by. Computers are not going to go away, but Mike and I, our thoughtful contributors, and the unique communities we write about can do something that encourages connection and shares positive, real stories. Helping to shape the way the Internet works for underrepresented communities, people, and businesses is something we are very inspired to do.
Chalmers: Technology has its many pros, as well as plenty of cons. Much of the realm of media is heading, or has landed, online. The only problem is: so has the chaos of news and infotainment. It's definitely easy to get lost in the translation. We want to provide an online "escape" of sorts—where you can easily retrieve a business address or number, find a local restaurant and peruse their menu, decide on a theatre in your area, and of course, read countless feature stories about inspiring people and ideas in your area. Combine all of that with the fact that we want to involve the community as much as possible, and I firmly believe that this is going to be a site where people check-in multiple times daily, because they truly want to.
ATP: What can you say about your career experience, in relation to YEP—how has your career led to this?
Chalmers: I've always been a firm believer in trusting yourself, and leaving any place a little better than you found it. If I operate within these guidelines, I truly believe that each new phase of my life is exactly where I'm supposed to be. As I get older, I'm also beginning to see the inherent value in giving back to ideas and causes that you believe in, even paying it forward. I had the pleasure of working in education for nearly a decade, and learned as much about myself as I did the students, over the years. Interlaced within that era for me was a devotion to coaching, as well as writing. I've written ad copy for numerous advertising and publication houses, and edited for multiple educational magazines. In Chicago, I've written for a number of websites and advertising companies, and of course, Hornby Publishing— remotely. Ironically, I met Mike Hornby at about the time I'd decided to leave for Chicago, a few years ago. But he had faith in me, and we both had faith in ATP, so we stuck together, and my return will be beneficial to us both. For me, YEP is merely the next logical step in my life—in relation to what I've learned along the way, and how I want to move forward.
Crosby: I've spent many years working on branding and advertising campaigns for exciting clients like IBM, Harley Davidson, Coca Cola, Disney, and Converse—as well as my pride and passion: yumuniverse. com. I truly feel like these experiences have informed what I want to do with my life now. Taking such experiences and applying them towards more personally meaningful endeavors is where I will be going in this next chapter of my life. I can take the graphic and informational design skills that I've been using for the big guys and use them for the people who also deserve a voice. The fear of the "what-ifs" has always motivated me to keep pushing. I'd rather fail at something and move on, knowing that I tried it. It's been the catalyst that took me to Chicago over thirteen years ago, and it's the same drive that has me saying "goodbye" to my comfy corporate life in the city. Mike is on the same page, which I am beyond grateful for.
ATP: What inspires you about this area, and what does it mean to be able to come back and offer a service like YEP to the people?
Crosby: It means that I am living my truest, most rewarding life. It also means fresh air, a change, a quieter pace, and getting back to simplicity, which I've been in need of for too long. I recently read a quote that I can't stop thinking about, by Neale Donald Walsch: "Life begins at the end of your comfort zone." I think it's important to change things up, to stay fresh—to keep your edge. I have a love affair with Chicago, and it was sad to me that the city I love wasn't inspiring me as much anymore. I've been a city mouse for a while now, but as we've begun this new transition, things feel fresh again. I look forward to how the country mouse in me will help make YEP the best it can be for the awesome folks in this special region.
Chalmers: It's imperative that we listen to what the YEP community wants, every day. We're going to bring in top-notch contributors, as well as get into the schools and involve as many students as possible. Something like this has never been done before. We want to provide not only worthwhile information and collaboration, but we want to give people, young and old, an opportunity to feel a sense of ownership here—to actually contribute to YEP's success. I grew up in this area, so I've seen it pretty much explode over the last twenty years. But sometimes, smaller towns and regions will experience a fear that they're losing their identity amidst the advancement—there's a quiet desperation, so to speak. I'd like to build a bridge between the inevitable future and the priceless heritage of the Panhandle and its neighbors. There's too many good people and way too much history around here to not want to at least try to bring everyone together all in one place. The potential is limitless. If we can succeed at this, then we'll know our instincts were good, and it will translate through YEP, as well as future endeavors.
Check out YEP at www.WeAreYEP. com. Take your time, explore all of the features—heck, buy a t-shirt— and most importantly, spread the word. YEP is a community forum; it's about you, me—all of us. And don't hesitate to contact Mike and Heather if you have something, anything, that you think should be featured on YEP. You can also Like them on Facebook at www.facebook.com/ WeAreYep . And find them on twitter at www.weareyepmedia.
