Adding Financial Experience: Copywrite, Ink.

From investment plans and ATM cards to banking services and mortgage products, our work in the financial industry has produced some remarkable returns for dozens of companies. In addition to our communication experience in this industry, one of our lead executives has an additional 10 years' experience in banking management for Bank of Boston.

You can download our financial work overview by visiting Copywrite, Ink.

For experience in other industries beyond those highlighted in our pdf portfolio pages, review our account experience lists. Our next scheduled pdf portfolio overview will feature our work in the entertainment industry.

Counting Web Pages: Tootsie Rolls

We were (are) playing with the idea of robust site for Copywrite, Ink., but then we started asking ourselves a few crazy questions like “how many clicks does it take to get to the center of a ...?"

Fortunately for me, Tootsie Roll Industries has a story board featuring the classic Tootsie Fable "How Many Licks" commercial. And that's where I found the answer.

Of course, for everyone else — how many pages does it take to make a Website — it depends on the company. But for us, for now at least, we defer to Mr. Owl.

Sharing Happy Holidays

Their lives are beautiful,
sparkling like stars.

Their moments are fleeting,
ending in a second.



Let their imprint be an avalanche,
these fragile snowflakes of all seasons,
our family and friends.

Happy Holidays and Merry Christmas.

Adding Education Experience

From software training to post-secondary education, our work in education has expanded from enrollment and recruitment to influencing public policy. One of several success stories includes the opening of the Alexander Dawson School at Rainbow Mountain in Las Vegas.

In addition to positioning the school as the best private school in the West before its first class, we succeeded in beating enrollment feasibility by 21 percent. In other words, we beat their best expectations despite offering a K-8 education almost three times the amount of the next highest private school in Nevada.

You can download our education work overview by visiting Copywrite, Ink.

For experience in other industries, download our account experience lists prior to the release of these industry specific pages. Our next scheduled portfolio overview will focus on financial.

Adding Development Experience

One hundred hard hat tours later and we're still not tired of urban development. Lofts. Condos. Retail centers. Office buildings. Mixed-use masterplans. Having offices in one of the fastest growing cities in the United States has always been a boon for working for the best.

Our communication experience for the area's most significant urban developments, ranging Boca Park and East Village, has spilled over into work with architects, contractors, and developers nationwide. You can catch a few samplings of our urban development work at Copywrite, Ink.

For account experience in other industries, download our select account experience lists. Our next pdf portfolio page, which will focus on residential development, will be released on or before Sept. 25.

Designing A Free Future

We didn't post on 9/11 yesterday, perhaps it is because we remember it all too well. Five years ago, we developed and implemented a crisis communication plan for the Southern Nevada Hotel Concierge Association (SNHCA) within a half hour as the crisis began to unfold.

To assist these dedicated professionals in their struggle to answer thousands of questions and help people find alternative transportation home from Las Vegas, we transformed our commercial writing services company into a fax broadcast news center, collecting information from news sources, internal airport contacts, and transportation sources. Then, every fifteen minutes on the first day, every hour on subsequent days, we would send a blast fax to about 30 hotel concierge desks throughout the city.

While the system seemed archaic, it proved very effective. Not all concierges had access to a television or computer so we had to adapt. Since all of them had a fax machine, it was the most logical form of media distribution.

The consolidated information, for weeks, became their alternative breaking news source. We had information many major networks did not have, mostly out of necessity. We had to think beyond covering the crisis and focus on finding solutions for visitors. From the concierge desks, the blast faxes filtered up to hotel management.

In the weeks and months that followed, for our company, 9/11 had a tremendous impact. We lost a few clients, irritated by our decision to be part of the solution (first with the fax broadcasts and then with a Liberty Las Vegas campaign, which was backed by Mayor Oscar Goodman and designed to stimulate the local economy) rather than catering to commercial deadlines. We had to abandon an online literary project, called GroundZero, because its brand became symbolic for New York. And, it marked the beginning of the end for Key News * Las Vegas, a publication we managed for the SNHCA after several advertisers cancelled their contracts. (It took a few years, but we did successfully salvage the publication and sold it.)

So all in all, I don't talk about it much, especially because as much as we were involved, the impact seemed to me somewhat insignificant when compared to other stories I came across as a business person and as a journalist. I made that decision weeks after the tragedy when I was interviewing someone from Aon and 9/11 came up. She mentioned she lost her office ... along with 20 some co-workers.

Instead, while we'll never forget, we prefer to focus on the future. And that is what I would like to leave you with today.

The McCormick Tribune Freedom Museum is the first Web site in the U.S. that is dedicated exclusively to the topic of freedom and the First Amendment. Its doors opened in April 2006.

Communication Arts magazine wrote it up best: Not only does it (The Freedom Museum) do a great job of defining the role that the First Amendment plays in the basic freedoms of Americans, it does it in a way that makes the historical content palatable to teenagers (its primary audience). I guess I'm young at heart. I loved it anyway.

Sometimes, in the face of tragedy, it's worthwhile to consider the benefits. Freedom, not security, is both the cause and the reward. And when it comes to freedom, the First Amendment is always a great place to start. God bless.

Adding Broadcast Experience

After returning from a successful strategic communication development session in Chico, Calif., we took a few minutes this weekend to release Copywrite, Ink.'s third pdf portfolio page at copywriteink.com. The Broadcast page presents a glimpse into our direct and indirect work with broadcasters that include ABC, FOX, and PBS.

From assisting in the development of startup networks and providing local support services to major broadcasters to working on cross-over promotions for shows like American Idol (with Madame Tussaud's) and Extreme Makeover Home Edition (with Acme Home Elevator), we have a unique understanding of the industry from the inside out. Such knowledge also proves useful when we script (and sometimes produce) radio and television commercials for a variety of clients.

For account experience in other industries, download our select account experience lists. Our next pdf portfolio page, featuring property development experience, will be released on or before Sept. 18.

Adding B2B Experience

We've added Copywrite, Ink.'s second pdf portfolio page at copywriteink.com. The B2B page presents a glimpse of our work for companies that provide a diverse array of business services.

While we do not list everyone we're working with or have worked with during the last 15 years, the experience overviews and mini-histories highlight accounts that many advertising agencies, public relations firms, and other communication-related businesses entrust us with to provide words, concepts, and strategies.

For account experience in other industries, download our select account experience lists. Our next pdf portfolio page, featuring broadcast experience, will be released on or before Sept. 12.

Adding Automotive Experience

We've added Copywrite, Ink.'s first pdf portfolio page on our main site. As mentioned in our previous post, Sneaking A Promo Peek, each pdf portfolio page includes an industry-specific sampling of work, mini-history or experience overview, and select case study highlights.

Visit Copywrite, Ink. for a glimpse of our work in the automotive industry or download our select account experience lists. Our next pdf portfolio page, featuring B2B experience, will be released on or before Sept. 4.

Sneaking A Promo Peek

Beginning next week, Copywrite, Ink. will be releasing mini-histories and case studies celebrating 15 years of communication excellence.

The downloadable pdf portfolio pages will be accessible on Copywrite, Ink.'s main website: copywriteink.com (where we've been). Each week, we'll release a new portfolio page, featuring a specific industry. The image (right) is a preliminary design draft featuring automotive experience before the history was written.

Since 1991, Copywrite, Ink. has worked on agency accounts that include The Auto Collection (at The Imperial Palace Hotel & Casino), BMW Performance, and Black Hawk Expositions. In addition, we've developed campaigns for a variety of dealerships, including Cadillac, Lincoln, Mercury, Saab, Subaru, and Volkswagen. Recently, we developed the strategic communication and creative direction for Concours d'Elegance Las Vegas.

The pdf portfolio also provides a glimpse of our what our future site will look like in the months ahead. The new site design will be rolled out in three phases: the addition of these pdf portfolio pages, back lot merchandise featuring our Hun Productions brand, and then an image overhaul for the site to bring everything together.

Currently, you can download a pdf list of select account experience as well as a list of our award winning work. In total, we have experience on more than 1,000 agency accounts.

Marking A Campaign Moment

Anyone who has ever worked on a campaign has at least one experience during the race that they consider the "most memorable moment." No, I'm not talking about election night or debate wins, though I have fond memories of those too. This time, I'm talking about something much more personal.

You'll probably never read about it in any newspaper, but during the 2006 gubernatorial race in Nevada, my most memorable moment will be standing in the hospital where my wife had just given birth to our daughter, three months early. Within an hour after the delivery, I received a call from State Sen. Bob Beers, Republican candidate for governor, after he'd received a head's up from campaign manager Andy Matthews about the unexpected news. I had called Andy a few hours prior to our daughter's birth, before we even knew how the events would unfold, to tell him that I may be out of pocket for an unknown amount of time. He, in turn, touched base with Bob Beers, who was touring rural Nevada.

Bob: Rich Becker? Bob Beers.
Rich: Hi, Bob.
Bob: How's Kim?
Rich: I'm with her now; she's doing fine. She just came in and is recovering from surgery.
Bob: Your son?
Rich: He's good. He knows what is going on … he's at his grandparents right now.
Bob: And the baby?
Rich: A girl. Two pounds. 13 1/2 inches.
Bob: Is she going to be okay?
Rich: She came out crying. That has to be a good sign. She's in the NICU right now. We're confident everything will be okay.
Bob: Good. Good. Andy just called me a few minutes ago. I had to hear for myself. What's her name?
Rich: Well, we considered Bobweena but decided on Jenna Elizabeth instead.
Bob: (laughs) Your daughter will no doubt thank you for that decision. So what happened?

After explaining the circumstances leading up to the early arrival, we chatted briefly about the gravity of the situation. I remember offering up some last minute campaign notes that I hadn't had time to share with Andy, but he said not to think twice about it. There are more important things right now, he said.

Bob: I hope you know you can call anytime if you need anything. Sarah and I will be happy to help.
Rich: I know that, Bob. You always have.
Bob: Is there some way we can help. Is there anything we can do for you?
Rich: Yeah, you can win this thing.
Bob: (laughs) You know I intend to. Give my best to Kim. You take care of her and your baby. We'll be praying for her.
Rich: Thanks, Bob. I'll call you in a couple of days when things settle down.
Bob: Sounds good. Take care, Rich.

As of today, the race remains a dead heat with a mere two points separating Bob and his opponent. It's a huge jump from the polls conducted earlier this year, which originally gave Bob's opponent a 40-point lead. Sure, anything can happen come election night and some people have already said that Bob's win will be a miracle. Yeah, I know something about those. For the last seven weeks, I've seen a miracle in the corner of NICU every day.

Racing With A Baby In NICU

Copywrite, Ink. should be rolling out a new Website, celebrating our 15th anniversary this month. But we're not. We've put our plans for promotion on hold for two very good reasons. Sometimes priorities change and we have time to do it right.

The first is a new addition to my family. Jenna was born three months early in June, weighing a mere two pounds and measuring 13 1/2 inches, which is about the size of a water bottle. She's doing better today, fighting off new challenges like infections and development concerns. It's okay. We have a lot of faith to bring her home, spurred on by the enthusiasm of our son Griffin. My wife and business partner at Copywrite, Ink. has been back in the office, full time, for several weeks. For both of us, work has become a tremendous benefit in between hospital visits.

The second, though overshadowed by the first, is our involvement in our state's race for governor. Since January, we have had the distinct pleasure of working on our fifth campaign with the always compassionate State Sen. Bob Beers. I say compassionate because Bob Beers might be an accountant, but he has proven once again that he puts people first. Almost every conversation begins not with barking campaign orders, but with "how is your daughter today." I neither solicit it nor expect it. And I only share this bit of trivia as an observation of his character.

For anyone tracking the race, Beers has doubled in the polls while his primary opponent has plummeted 20 points despite spending almost $2 million. His opponent's weakness, not surprisingly, is communication. Anyone interested can easily read the numerous news commentaries on why his opponent, once the frontrunner, has lost so much ground. Or, you can visit Bob Beers for Nevada for examples of better strategic communication at work for the Beers campaign.

In the weeks ahead, I'll certainly offer up where Beers' opponent went wrong in the primary, but I'm happy to allow him to make the same mistakes over and over again. Some of them, but not all of them, were cited in an Associated Press column by Kathleen Hennessey.

What I can share now, however, is that I'm a bit disappointed in the opponent's campaign advisor. Unlike the campaign advisor I went head to head with in Beers' successful state senate race (where we were outspent almost 10 to 1 but still won handily), I've always had a certain amount of admiration for the one our Beers team is facing today. It saddens me to see him make such surprising slips and deliver what appears to be extremely poor strategic positioning. Even on the off chance they pull it out in the end, which I've recently had some indications will not happen, this race will certainly be his worst case study.

Giving credit where credit is due: I'm not the only one in a senior advisory position like I was in the state senate race. Advisor Todd Schnick at The Strategum Group and campaign manager Andy Matthews have done an amazing job. I'm happy to be working with them, especially given those occasions when my schedule changes up for hospital visits, which brings me full circle to the point I wanted to make with this post.

Lately, my wife and I have often been asked "How do you do it? How can you have a baby in the hospital, maintain your business, meet non-profit obligations, and work on a campaign?"

I won't lie and say it's easy, because it's not always easy. But what I will say for anyone facing a personal (or even professional crisis), it always pays to count your blessings and not your problems. We have a daughter who has survived some pretty serious stuff and will be home hopefully sooner than later, clients who have faith we will meet deadlines and still produce top quality work, non-profit community and professional colleagues who frequently offer support, and a candidate who is not only compassionate, but also the only candidate who can ensure our children have the same promising future that my wife and I have been afforded here in Nevada.

The way I see it, our son and daughter, especially after everything she has gone through, deserve the best education, better opportunities, and future in our state without the hinderance of big government like the one the primary opponent is promoting. I know Bob Beers can deliver, which is precisely why I elected to forgo self-promotion plans to put a few more hours in on the campaign.

Meeting Matsuri Objectives

Just a few weeks before Matsuri, the number one show in Japan, would perform a limited engagement at the Riviera Hotel and Casino in Las Vegas, we received a call from veteran show promoter and marketing director Jim Hoke. He needed public relations support and needed it fast.

Given the timing of the show, less than four weeks away, we quickly established two primary objectives that would drive Matsuri's media relations efforts: to create a consistent message that maximized earned media exposure in the local and national market (in order to reinforce the caliber of the show and increase ticket sales). And, to generate enough excitement about the show that a comparable or better venue would offer it an indefinite or long-term home in Las Vegas at the discretion of the producers.

To accomplish these objectives, we began by evaluating all existing communication material and then developed backgrounders, show descriptions, and a news release for the show's opening, knowing that some publications require up to four weeks prior to press time. The turn time was less than 48 hours.

After the initial rush, we shifted gears to build a low-cost, but effective media kit that included: a cast listing, fact sheet, show listing, photo call sheet, and supporting releases. One focused on two world cup winners in the show; another featured its uniqueness as the the first musical production to have ever originated in Japan.

As I've mentioned in previous posts, we spend ample time considering the contrast between one product and another. Let's face it. There are hundreds of shows in Las Vegas so patrons needed a good reason to go to this one, an afternoon show with ticket prices starting at around $60.

Overall, we concluded that the combination of extreme sports and the glimpse into Japanese culture was the best draw for American audiences. (The opposite holds true in Japan; they prefer American undertones). The results speak for themselves. The show quickly dominated the media, including Google searches, and became the city's best attended afternoon production, with an overall attendance average that outpaced any expectations.

While I won't share the entire media strategy, I will say that our solution proved two things: you don't need a huge budget or several months to develop an effective communication/media relations plan. At the end of the day, if you have a good product, all you really need is a solid message, sound strategy, and some media savvy.

In fact, the communication strategy we implemented achieved another goal. Matsuri will be back in Las Vegas this fall. It seems one major property has already anted up at least one offer.

We hope the fine folks at Matsuri take it. Our company enjoyed working with a Japanese-owned company. While it's not our first time (we've also worked with companies like Konami), it's always a good time.

Introducing Hun Productions

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Here is the first design for our new creative line featuring modernized versions of vintage World War II posters. We decided to launch this line first because it's a fun and original product. It's also simple, something we could put up beyond Copywrite, Ink. logowear as a storefront place holder. You can also see the image and its "I'm Watching You" partner at Back Lot Projects

Adding Copywrite, Ink. Logowear

Before my Writing For Public Relations class ended in March, one of my students asked me if there were any crossover jobs for public relations professionals. I gave him the usual cross-industry answers, ranging from ad copywriter to event coordinator. There was another I forgot to mention.

A public relations professional, assuming they're a talented writer, could break into giftware industry. After all, someone has to write all those colorful quips and poems that decorate shirts, mugs, cards, and cups. I know they do because I worked on assignment for Stanley Papel Designs, one of the most recognized giftware manufactures in the world. It's a fun and competitive industry, especially if you can write messages that appeal to a broad audience.

I broke into the industry after sending a four-line resume that said nothing more than: "Experience: Great. Creative: Even Better." Stanley called me personally and said he's give me a shot, adding that out of all the resumes he received, mine was the only one short enough to fit on a mug. Go figure.

I was happy enough. It was a job and I needed jobs. I completed several projects for Stanley Papel before catering to more commercial clients. It was fun and I often missed it. Recently, I found out that I don't have to miss it anymore. Thanks to the advent of computer technology, I can test market giftware with Cafe Press and Zazzle.

Last week, we added Copywrite, Ink. logowear as a place holder to our new store at Cafe Press, but we already have some fun ideas and designs that we'll add in the months ahead. I'll preview a few here from time to time, but in the meantime, if you want to see what our logo looks like on coffee cups, T-shirts, and teddy bears, click on the links we've added on the right. Who knows? You just might like one for your very own.

Honoring Communication Excellence

Relatively few industries offer professionals as many peer review opportunities and recognition as the communication industry. In addition to international and national competitions, most major markets host several local or regional award programs, some of which provide the first tier of national competition.

In Las Vegas, there are several awards programs, each with its own criteria and judging principles. A few notables include: Las Vegas Advertising Federation's Addy Awards, Women In Communications' Electronic Media Awards, the Public Relations Society of America's Tri-State Pinnacle Awards, and the International Association of Business Communicators/Las Vegas (IABC/Las Vegas) Bronze Quill Awards. There are others, enough so that most agencies and firms can only participate in one or two every year.

While we enter some from time to time (and sometimes our clients enter, given that many are agencies), my personal favorite remains the IABC/Las Vegas Bronze Quill Awards, which recently celebrated its 25th anniversary. It is the longest continually-running awards program in Las Vegas.

What sets it apart from the other programs (even the Addys, which is generally considered the most prestigious agency awards program in Las Vegas), is that an accompanying work plan accounts for half of the judges' score. In other words, it is not enough to produce great-looking or creative work. The objectives, target audience, budget, and documented results all contribute to the judges' assessment of the piece. Further, each entry is recognized on its own merit, regardless of other entries in the same category. Most often, judges include feedback along with the entry's scores.

Last Thursday, we were pleased to learn that all three of our entries in this year's competition received recognition at the IABC/Las Vegas Bronze Quill Awards: two Bronze Quills and one Award of Excellence. The first piece to receive a Bronze Quill was a collaborative self-promotion piece with our friends at Colorado-based Aisle 9 Design (one panel is shown in our June 2005 archives). The piece also received an award of excellence at the Addys last year.

The second Bronze Quill was earned for work with Black Gaming, which owns three of the four resorts located in Mesquite, Nevada. I was especially pleased to see their direct mail letters recognized for two reasons. First, because the letters generated results: local active response was 57 percent (78 percent in certain segments); drive-in customer response was 19 percent (53 percent in certain segments); and fly-in customer response rates were 7 percent (24 percent in certain segments). In sum, the three properties increased their response rates by 200 percent from previous mailers (despite using the same offers), customer play increased by 60 percent; and the three properties collectively reclaimed 40 percent of their inactive customers with the first mailing, which cost 60 percent less to produce than their previous direct mail. The other reason I was pleased to see this piece recognized was because our client was credited. We cannot thank our contacts there enough; they give us great direction and then, even more importantly, the freedom to execute that direction based on our extensive direct mail experience. The results have reinforced their decision to do so. As the old saying goes, you're only as good as your clients allow you to be. Here, we have met and continue to work with the best.

Additional client kudos go to ACME Home Elevator for allowing us to add honest and human elements to their news release, written by Kim Becker, vice president of Copywrite, Ink. The release, which centered around ACME's participation on ABC's Extreme Makeover: Home Edition, received an award of excellence, the highest award given in the news release category this year. Approved by ABC and distributed to a broad range of industry publications and local network affiliates, the release not only generated client exposure but also provided a role model case study for why companies need to get involved within their communities.

For students taking my Writing for Public Relations class at the University of Nevada, Las Vegas, it also provides another example as to why the one-page news release concept is passe, assuming you have something worth writing about. Sure, one-page releases are still preferred, but in the case study above, the story demanded three pages. ABC and other media outlets agreed. Next week, I'm planning to expound more on this subject, citing an applicable concept from the least likely public relations resource: Robert Pirsig's Zen and the Art of Motorcycle Maintenance.

Until then, please keep in mind my other quip about awards: they should always be the sequel to great results, never the pilot. In other words, creativity for creativity's sake is best left to fine arts. In business communication, results come first.

Getting Back To Basics

When I originally started this blog in 2005, I intended it to provide supplemental information for the class I teach every spring for the Division of Educational Outreach at the University of Nevada, Las Vegas (UNLV). With the 11-week course beginning again this Jan. 19 (7 p.m. to 9 p.m., Thursdays), I realized it was time to et back to basics and end my blog hiatus.

For anyone interested, the course, Writing for Public Relations, is a skills development class that emphasizes the application of practical writing and strategic communication skills to real-life case studies and experience. I also stress the importance of approaching public relations from a journalistic perspective. The class carries 1.80 continuing education credits. For more information or to register prior to Jan. 18, visit unlv.edu or call UNLV at 895-3076.

As for the hiatus, the only explanation I can offer up is that our company has had a very busy holiday season, which seems to be a promising precursor for our 15th anniversary. Right. Copywrite, Ink. turns 15 this year. Our new web site may still in development because I'm infusing an interesting proportion/composition concept into the design, we have been quietly nurturing some quality accounts and producing some results-oriented communication materials: print, electronic, and behind-the-scenes strategic. Some of these projects will be highlighted in our electronic portfolio upon its completion.

Missing A Promo Moment

Last March, Copywrite, Ink. was recognized with two awards of excellence during the Las Vegas Advertising Federation's Addy Awards, which is part of the AAF's annual competition here in Las Vegas.

While winning awards three months ago hardly seems worth the mention, it is news to us and our project partners. I received the call the day before yesterday; the Ad Fed was wondering when we were going to pick the awards up. I didn't know because I was traveling on business when the event was held.

The first award of excellence was earned for the Nevada Commission for National and Community Service's Governor's Points of Light program, which folds down into a triangular U.S. flag (not shown, but likely to be included in the portfolio section of our site redesign). Earlier in the year, it earned a Bronze Quill (top award) from the International Association of Business Communicators (IABC). We contracted Las Vegas-based 3rd Degree Burns to assist on this project. We provided creative direction and copywriting while Brian Burns executed the design and covered the press checks. We've won several awards with him.

The second piece to receive an award was our first with Colorado-based Aisle 9 Design (one panel shown here). I was especially pleased to learn this one received recognition because the piece was a cooperative self-promotional direct mailer we've been field testing in select markets. My thinking is that since the piece targets ad agency creative directors (and the judges were major market ad agency CDs), we successfully hit our target audience. I also like that the piece dispels one of the myths about award competitions: you do not need a huge project budget for a competent, creative, and effective piece.

This was the third or fourth project we've done with Ryan Burke at Aisle 9 and we're looking forward to our next. We complement each other's work well, with each building upon the other's area of expertise. Even better, it's always a positive, productive experience. I'd recommend him to anyone; but I hoping our our next gig together will be as a team.

And no, I'm not just saying this because of the award. Personally, I have mixed feelings about the abundance of awards given out in our industry. Sure, peer review can always be healthy, but sometimes there is a tendency to place too much emphasis on awards and not enough on results (I've seen too many industry folks have their feelings bruised over acrylic). The real merit of a piece should always be based on its ability to meet its objective. There are many times I've considered swearing off award competitions all together.

But then I reconsider, largely for two reasons. First, it's an excellent promotional opportunity that, as a company that agencies outsource to, always attracts the attention of our primary target audience. Second, and more importantly, since we never tell anyone what we've entered, it's always a pleasant surprise for them to learn they were recognized, client or vendor. We really do appreciate the people who work with us.

In closing, since I have yet to update the award PDFs on our site, we received recognition for a few other projects at the Bronze Quills Awards that I mentioned: a second Bronze Quill for the Southern Hills Hospital Grand Opening postcard (completed with The Idea Factory), excellences for Writing Portfolio, GPOL Silent Auction Support Letter, and merits for the Swiss Medica Trade Show Booth (with former client Eclipse), a news release for Nevada Shakespeare in the Park, and a television spot for Cadillac called Summer Trip (with longtime client The Idea Factory).

Inspiring Communication Redesign

Like most communication firms, ad agencies, and creative shops, self promotion often takes a back seat to client assignments. At least, that's what our industry tells itself (and prospective clients) when visitors stumble onto their dusty, outdated Web sites that are perpetually ''under construction.''

The truth is there are only two motivations for firms and agencies in our industry to make self promotion a priority. The firm either has too much idle time and the slow down is starting to scare its principals or the company has a compelling reason to shift its communication strategy.

I'm happy to say we have a compelling reason. Copywrite, Ink. will be celebrating its 15-year anniversary in 2006 and our client base is continuing to become increasingly global, with some of our recent service deliveries to Belgium, France, and India. Stateside, we've added or are adding clients in Mesquite, Reno, San Diego, San Francisco, and Washington D.C. In the months ahead, we're targeting several other out-of-market communities, which I won't name now, in order to finalize a business strategy that we began implementing almost five years ago.

Despite benefiting from numerous opportunities fueled by double digit growth in Las Vegas, we've always maintained that diversifying our client base would benefit our company in the long run. One of the many reasons is that Las Vegas may be an international destination, but it is easy for Las Vegas-based companies to become isolated from the rest of the world.

Case in point, the most often bandied-about phrase by communication professionals in our market when outside professionals evaluate local work is ''they don't understand our market.'' Sure, Las Vegas does have a few unique communication needs. All communities do. But it's not so unique that creative professionals - writers or designers - should abandon strategic communication all together.

Not all of them do, which is why the same few agencies in this market continue to excel while others struggle. We're fortunate to work with some of the best local agencies that can compete regionally (or nationally) just as easily as they compete locally. So do we, which is why we're repositioning our company and redesigning our Web site in the weeks ahead.

Watch for a few design changes, first our Web site, and then, perhaps, this blog. We look forward to working with you too.

Customizing Media Relations

While I was in San Diego meeting with some new clients last week, I was asked how Copywrite, Ink. had expanded its core service, writing, to include creative and strategic communication services. I had provided several examples that illustrate the evolution of our company, mentioning that we often begin working with clients as writers and then provide additional services as these clients start to recognize us as trusted communication advisors.

What I did not know at the time was that we would be contracted to provide what is another example of how our company adapts to meet very specific communication needs. One of our longtime clients, a major utility, recently identified a need to provide media relations training to employees who work at offices located throughout their extensive service area. By doing so, utility management hopes their staff will be better equipped to provide timely, accurate, and coordinated responses to local media inquiries. It makes sense.

Since I had conducted several media relations workshops attended by their corporate communication team (and had the privilege of teaching two of their employees at the University of Nevada, Las Vegas), they asked if it would be possible to adapt our media relations knowledge into something they could then use to train employees in other towns and cities.

After meeting with them to conduct a situation analysis and establish objectives, it became apparent that the most effective way to meet their objective would be to co-create a custom, versatile PowerPoint presentation to be used as a guide for internal media training and, potentially, public safety presentations. Providing such a service goes beyond traditional writing services as much of the presentation material will come from our knowledge, experience, and expertise in the field.

The project will also require strategic communication skills in order to recognize and remedy any crisis communication or reputation management issues the company has yet to address as it relates to its extended service area. In short, we will apply our knowledge to their corporate environment to produce a custom training module for their company for less than it would cost to contract us to personally train employees in three states.

How does this tie into what we were asked in San Diego? Simply put, whether Copywrite, Ink. works with a corporate client direct or is subcontracted by an agency, we excel in developing custom solutions for a variety of communication challenges. The difference: when given the opportunity, we would much rather be asked ''do you think we need a brochure?'' than ''what kind of brochure do we need?'' We're happy to answer either question, but the first question almost always seems to deliver a much more interesting and effective communication solution.