July 1, 2022

New Chester Marketing Firm to Focus on Non-Profits and Charitable Organizations

New business partners Michelle Paulson (left)  and Susan Daniels (right) have teamed up to make a difference for their marketing clients and their communities

New business partners Michelle Paulson (left) and Susan Daniels (right) have teamed up to make a difference for their marketing clients and their communities

Chester, CT – New business partners Susan Daniels and Michelle Paulson have a long history of bringing voice to their clients’ stories. Going all the way back to the 1980s and having lived parallel lives for most of their careers, the duo recently teamed up to form PaulsonDaniels llc, a marketing communications firm with a mission to help businesses grow while benefitting non-profit or charitable organizations. The innovative approach is a combination of two tried and true marketing disciplines – lifestyle marketing and cause marketing – where a client’s distinct brand beliefs, attitudes and social conscience are used as the foundation for engaging and communicating to consumers with similar views. “Every business has its own brand personality with foundational values that set it apart from like businesses,” explained Daniels, “We work with those values to create a greater awareness of our clients’ commitment to the customer experience and to the communities that support them.”

Case in point is the highly successful Dinner At The Farm benefit dinner series created by Paulson’s long-time client River Tavern restaurant. Continually sold-out for the past seven years, the project was developed to promote and support Connecticut’s farming community, and has helped earn the State a place in the local food movement and kept the River Tavern’s mission out in front through a multitude of well-placed feature stories including: Time Magazine, Bon Appetit, Food & Wine, New York Times, BusinessWeek, The Cooking Channel, Yankee Magazine, Connecticut Magazine and more. “The beauty of this approach is that it creates opportunities for customers and the community at large to make a difference and support a good cause while enjoying a very special dining experience,” commented Paulson, “It’s all good.”

Daniels’ work for Best Cleaner’s COATS FOR CONNECTICUT campaign is another example of the use of marketing to make a difference. The company’s deep-rooted tradition of doing what they do best to better the community was the inspiration for the development of the program where Best collectsgently-used winter coats donated by customers and the general public and then cleans and delivers them to Connecticut Salvation Army centers for distribution to those in need throughout the cold-weather months. Media partnerships with WFSB-TV 3, YZ 92.5, The River 105.9 and Young’s Printing helps get the word out and has resulted in over 20,000 coats collected in just five years.

According to the two partners who have an office in Chester, success has come from a shared passion and enthusiasm for solving problems anchored by a no-nonsense ability to get things done and keep the process simple. The firm offers a full complement of marketing and design services including brand development, strategic planning, website development, advertising, public relations, social media, direct marketing, photography, interior space planning and design.


Michelle is a seasoned professional in the areas of public relations, advertising, graphic design and strategic brand management including social media and internet/digital marketing. She served as account manager for Connecticut’s leading advertising and creative agencies including Decker Rickard (now Decker), Mintz & Hoke and Cummings & Good managing corporate, state agencies, arts and non-profit accounts. In establishing her own marketing communications company for small to mid-sized businesses, Michelle has developed and directed communications programs for clients in the manufacturing, restaurant, environmental, and architectural/interior design industries, often wearing multiple hats as writer, designer, photographer, web & social media content developer and more. Michelle also co-founded the award-winning Dinners At The Farm , a summertime benefit event series that helped put Connecticut on the Local Food Movement map. Her efforts garnered local, statewide and national press (including AP, TIME, BusinessWeek, New York Times and the Cooking Channel) and led to her helping develop the State’s first Farm-to-Chef Harvest Celebration Week. For that good work, Michelle earned an invitation to the White House for the launch of Michelle Obama’s Chefs Move to Schools campaign, inspiring her to help create Region 4 School’s healthy school lunch initiative, Get Fresh 4 Schools. Michelle’s key operating principal: “Know your passion.” One of hers is photography which often comes in handy for certain client work.

Michelle studied Journalism at American University and has a B.A. in History with a Marketing Minor from Central Connecticut State University.


Susan is a business strategist who focuses on her client’s bottom-line growth opportunities. Her talent is identifying brand attributes that have real market value and delivering marketing communications plans that are strategically sound and highly actionable. Susan’s background includes both corporate and agency leadership positions within consumer, business-to-business and non-profit organizations, giving her an unusual blend of big-picture savvy and realistic, achievable goal definition. Susan’s experience includes local, regional and national work in the fields of retail, consumer products and services, healthcare, entertainment/leisure,new technology, public service and non-profit. Having served in the role of marketing director, agency account director, media planner, and broadcast producer/writer for a diverse range of companies, she has a comprehensive knowledge of all marketing disciplines with an in-depth understanding of market research, advertising, public relations, direct marketing and interior space planning and design. The end result is a marketing communications that is as efficient as it is effective for each and every client. Prior to establishing her own brand-planning consultancy and marketing company, Susan served as Vice President, Marketing for TJX Companies-Bob’s Stores. She also held the positions of Executive Vice President, Marketing Services for KGA Advertising, a retail marketing firm; Director of Sales and Marketing for the Arrow Prescription Center franchise; Account Supervisor at Maher/Hartford Advertising and Public Relations; and Broadcast Manager for Sage-Allen department stores. A confessed sports nut, she has worked with UCONN Division of Athletics, Hartford Whalers, Red Sox, Patriots, Boston Bruins, and the Greater Hartford Open. Susan’s non-profit work includes the Connecticut River Museum, Community Music School, Essex Elementary School Foundation and Community Foundation of Middlesex County. Susan has a B.A. in Psychology from Trinity College, a M.B.A. in Marketing from the University of Hartford, and a certificate in Interior Design from Rhode Island School of Design.