I’m an avid outdoorswoman, I’m hooked and I admit it.  I have been all of my life, so when the opportunity to create a marketing department for an outdoor clothing company presented itself, I must say – it was a dream come true.

Of course, there’s a catch.  This particular company never had any sort of marketing communications, no budget for this type of program and absolutely no brand presence.

What they did have though was a product, and a solid one at that.  They had been sewing outdoor clothing for big name companies such as LLBean, Eddie Bauer and REI for many years.  It was simple, they made durable and practical outdoor clothing with high tech fabrics and then the big names labels were sewn right in.

The management, a family, decided they were ready to take this product into the market under their own name – build their own brand.

We were a young group of professionals, passionate and extremely hard working.  Over the course of three years we went from being a 98% private label business to generating 95% of our revenue from our own label.

It was incredible to watch the transformation, and I was exceptionally proud to be a part of the process.  Our trade show booth quadrupled in size (it became a double decked to accommodate demand), specialty and big box retailers were almost instant fans of our brand and the media loved us.

The family was featured in major trade publications (even gracing covers), while our product was given favorable reviews in favorites such as Backpacker, Men’s Journal and Outside Magazine – to name a few.

We hosted Forest Service, BLM and Student Conservation efforts, while learning and supporting projects such as invasive weed management, trail refurbishments and Leave No Trace.

I can still smell the early morning fall air in Yosemite Valley, or the sound of a snowboard carving through fresh powder while managing a photo shoot.  Thanks to a good friend in the industry, I even had the opportunity to learn to fly fish (with an all too patient guide).

What an opportunity!  This particular position unilaterally changed the path of my career forever.  Not only did I have the chance to build a successful multi-million dollar marketing campaign, I found out I could enjoy and support the outdoors at the same time.

One day in the mid 90’s, working as the public relations manager for an un-named hotel casino, I received an afternoon call from the newsroom of the local paper.  I was surprised to hear his voice, as he was the city editor with a reputation for being tough as nails.  Typically, I was far from his radar, as I mainly dabbled in dining and entertainment.

As I cheerily said, “Oh hello Mr. X.” he sharply snapped, “Why are there naked ladies on the public golf course?”

I can only imagine the long pause of utter shock on my end of the phone.  We’re a hotel casino, what on earth would we have to do with naked ladies on a public golf course?

With a touch of dread and a great deal of curiosity, I asked if he could elaborate.  Mr. X quickly sneered that he’d received calls from residents living on the golf course that there was naked women running around.  Even worse, they said they were a part of our (no name hotel casino) golf tournament.

Our what?

No, we weren’t hosting a golf tournament.  I would certainly know, heck, I would’ve been heavily involved with the promotion.  I kindly explained that his informant must have been mistaken, we weren’t hosting an event that particular day at that particular course.

He barked again, “You go ask the owner, I’ll hold on the phone until you get back.  I want answers, now!”

I figured I’d just put him on hold for a few moments, and then get back on the phone to reassure him again.  Then, suddenly, a sinking feeling took over my stomach.  This particular hotel casino did have a reputation for keeping my predecessors in the dark, perhaps I was falling victim to the same fate.

I strolled into the general managers office who looked at me at though I’d broken the golden rule (the one where I needed an appointment to enter) but knew it was too important to ignore.  I explained the accusations and that the city editor was waiting, unhappily, for an immediate response.

Without a moment to consider, she asked her assistant to call one of the casino hosts.  She quickly mumbled something about a VIP golf tournament and pursued her quest to scold this host as opposed to “deal with” the pr situation at-hand.

As I turned back toward my desk and the blinking phone, I could only imagine what the families on this golf course were being exposed to.  Forget the birds and the bees, drinking, women for hire, all on a hot sunny day?  There isn’t a parenting manual to cover this show.

Without any direction from the general manager, I had seconds to strategize our approach. Pass no comment? Clearly that would be the kiss of death.  Try to convince the editor that we were still looking into it?  Then I lose the opportunity to control the info being provided, as he’ll drive right down to the golf course to “look into it” for us.

I knew what to do, trust my instincts (as any good communications professional would) – tell the truth.

I picked up the phone and did my best to appease an unhappy editor.  Yes, it was a VIP tournament hosted by our hotel casino.  Yes, these men and women we’re behaving in a highly appropriate manner.  Yes, we will make sure everyone involved is reprimanded and yes, we will issue a public apology to the city.

I bet your wondering if an unfavorable article ran, the answer, of course, is yes.  It was one of the front-page stories.  Could it have been worse, definitely.  Although I suspect it could’ve been better had our general manager or owner directly given the editor the attention he deserved (nothing like an apology from the person in charge).

Moral of this story:

• Make sure you know who is representing you, both on and off campus.
• Inform your communications representative of all / any activities taking place.
• If something goes awry, get ready to grovel.  Don’t have someone else do the dirty work, it never pays off.

While living in Las Vegas, Nevada, I participated in a few freelance projects for R&R Partners, Helldorado Days being the most emotional.  The event was a reunion, of sorts, for a passionate group of those considered to be ole timers in what is now a diverse city.  Even my grandmother told me stories of attending the event with my grandfather, a soldier and dentist, while they were living on the Nellis Air force Base during World War II.

In my effort to produce compelling media releases, I interviewed dozens of past attendees and found myself becoming an expert, of sorts, of what the ambiance entailed.

I ran through pages and pages of past Helldorado Days Queens, tracking down there whereabouts.  I even had the opportunity to watch their eyes light up as they met for a pre-parade breakfast and photo shoot, with each woman proudly donning a sash from their heyday.

The City of Las Vegas, Elks Lodge and various community groups were incredibly passionate and cooperative collaborators.  A snapshot from the project is listed below -

SUMMARY

The resurrection of Helldorado Days, one of the most famous celebrations in the history of Las Vegas, is scheduled to commence in May 2005.  A series of traditional events, for all ages, are scheduled as a part of Las Vegas’ Centennial. From a Trail Ride and Rodeo to a Poker Tournament and Shootout, residents and visitors alike are sure to enjoy the diversity of festivities surrounding Helldorado Days 2005.

The heart of Helldorado Days will reside in its legendary home, Western Village. The village is Helldorado Days ‘home base,’ hosting a multitude of entertaining and educational daily experiences. Helldorado Days will kick-off in early May during a three-day trail ride and conclude on Sunday, May 15, Las Vegas’ 100th Birthday.  Upholding a long-standing tradition, a portion of all proceeds from the historical celebration will go to local charities.

Established in 1934, Helldorado Days were born in Las Vegas. With only 5,000 residents most were preparing to complete the labor-intensive Hoover Dam. Las Vegas City Fathers grew concerned that residents would relocate, and realized they needed an attraction that would create a sense of community pride strong enough to encourage the dam workers to consider making southern Nevada their permanent home.  The Benevolent and Protective Order of Elks Lodge #1468 sponsored the first Helldorado Days, which became the beginning of an era that would influence hundreds of thousands of people, and span over six decades.

PRIMARY AUDIENCES:

• Key local regional and national media
• Las Vegas natives
• Las Vegas newcomers, those that have moved to the area after 1984
• Long-time Las Vegas residents, those that moved to the area prior to 1985
• Tourists interested in western events, and/or being a part of Centennial

GOAL:
To position Helldorado Days 2005 as Centennial’s must-attend event, while educating the community at large on the history of its inception in an effort to instill and promote community pride.

MEAUSREMENTS FOR SUCCESS:

1. Media Coverage
2. Western Village – number of visitors

KEY MESSAGES:

• Develop and communicate key messages emphasizing the following:
• Must-attend Centennial event
• Revival of Helldorado’s good ‘ole days
• Sense of community pride
• Historic relevance of events
• Charitable contributions

As a parent, it’s rare to find a school that you absolutely love.  Sure, there are schools that might have great teachers, or an incredible science program, even a state-of-the-art playground.  But are they all you’d hoped for?  Is your child growing, from both an educational and emotional standpoint?

Thanks to Lisa Crosby and her incredibly intelligent, proactive, fun and dedicated staff, we have a child that is not only thriving he’s excelling.

Lisa and her creative team, being led by the creative strategy of Jane Weeks at ETHICA Advertising, are embarking on a new way of communicating.  I’m excited to be a part of their new branding project, as Marketing Consultant, and look forward to Lisa’s continued success.

This project, in particular, was terribly tricky.  There were “many” hands in a small bucket.  I knew from day one that developing a constituency would be a big job (although a job I was certainly up for).  Although a portion of the medical schools funding is provided through the state, it is done so on the premise that the physicians affiliated with the school will provide health care to those without insurance or resources to pay for services rendered.

Fortunately, we knew we had an ace in the hole – an exceptional team of physicians, current on leading-edge medicine and affiliated practices, waiting in the wings for some sort of brand presence to help grow their patient base.  They were known as Med School Associates North and South, probably not the first phone number you would call if you needed to see a doctor.

Through an enlightening, research-based and sometimes painful (for all involve) process, we were able to give our nationally-renown physicians a new name – University Health System.

These are, without a doubt, the best physicians in Nevada.  I’m giving them a plug simply because I’m so passionate about their dedication to medicine, teaching and overall patient care.  Visit uhsnevada.org for more info.

A summary from the inception of the project follows.

The University of Nevada School of Medicine has been meeting statewide healthcare, educational and clinical needs since 1969.  Nevada’s public medical school is university based and community integrated, with over 500 faculty and staff dedicated to the health needs of southern Nevada, 1,000 statewide. In a state that is facing a growing health care crisis, the University School of Medicine is committed to addressing the health needs of Nevada now and in the future.

Representing the largest multi-specialty heath care focus in the region, Nevada’s public medical school specializes in Family Medicine, Pediatrics, Obstetrics/Gynecology, Internal Medicine and Surgery.  With a best-practice approach to medicine, University School of Medicine educators and residents improve patient care at Family Medicine Centers and well-respected hospitals throughout the valley, including University Medical Center (UMC), Sunrise Hospital and MountainView Hospital.  With a 70% likelihood of post-graduate students remaining in Nevada, the School of Medicine is “raising residents” that positively impact the physical and fiscal health of the state.

Strategic and consistent communications between the media and key publics will strengthen the University of Nevada School of Medicine’s reputation within the community, elevate the profile of its physician faculty and its administrators, dissipate confusion between emerging private medical education, institutions and facilities and ultimately, increase student enrollment and public funding for the school and University.

I was invited to speak at the 2002 National Forest Service Partnership Workshop Las Vegas, Nevada.  Our session was titled, “Principles of Capacity Building” and I co-presented with Don Hunger, Program Development & Partnership Director for the SCA and Steve Kratville, Partnership & Outreach Coordinator for the northern region of the USFS.

Don and Steve began the presentation discussing partnerships from an agency and not for profit perspective, I then elaborated on the corporate and marketing aspects of successful relationships.

In my opinion, it was certainly an eye opener.  For instance, I quickly learned that the USFS didn’t have a corporate standards manual (no current logo use guidelines exist), nor did they have established parameters for soliciting and entering into corporate partnerships.  Steve, the gentleman I co-presented with, was on the national committee to make this happen and as far as I could tell – they were realizing strategic marketing expertise is a must.

We reviewed this agenda, in detail, in an effort to assist in establishing their goals, maximizing exposure and developing winning strategies for partnership solicitations.