Accomplishments and Experience

Tray LaCaze

Success

SUCCESS can be measured in many ways. But as a business owner the only measurement that counts is profit.

A Practical Solution is to increase the perceived value and charge a price premium.

Isn't your business worth it?

Help your business sing !www.practicaladvertising.com

practicalNurture

NURTURING a business through its infancy can be alot like raising a child — overwhelming.

A Practical Solution is to stay focused on one task at a time while staying on point and on position.

What will it grow to be?

fundamental

Inspire

INSPIRATION can drive the troops to victory. The hard part is not leading the troops but finding what inspires them to follow.

A Practical Solution is to know your target market so well that you can touch them where they dream and hope —then they'll follow you anywhere.

Do you inspire them?

mandatoryGuarantee

GUARANTEES don't come with starting your own business. On faith many leap to follow their dreams.But without leaping — one can never learn to soar.

A Practical Solution is to provide a great product, outstanding service, a powerful message and to trust your instincts.

Can you guarantee it?

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INSPIRATION can drive the troops to victory. The hard part is not leading the troops but finding what inspires them to follow.

A Solution is to know your target market so well that you can touch them where they dream and hope —then they'll follow you anywhere.

A Sampling of Communication and Marketing Experience

A R T F O R T H E B R I D G E

American HeartAssociation®

Learn and Live™

A N T E R R AA N T E R R A

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National Athletic Trainers’ Association

The National Athletic Trainers’ Association (NATA) is a professional membership association for certified athletic trainers and others who support the athletic training profession.

NATA hosts an annual week-long meeting for its membership. I worked with them to develop each year’s theme and all the communications for the conference, including a marketing kit that targets possible advertisers, an exhibitor kit, a preliminary program, and a 70-page conference program.

My efforts helped increase attendance while cutting their costs by nearly 60% in the first year.

For the New Orleans’ conference, I created covers with images and copy that focused on the unique culture of Louisiana.

• Ready to Roll Laissez les bon temps roulet - still time for French lessons

• Ready to Atchafalaya The locals are waiting - still time for Swimming lessons

• Ready to Fais-do-do Your feet can’t resist the Zydeco - still time for Dance lessons

CASE STUDY

NATA Annual Meeting & Clinical Symposia

new orleans 2006NATA.ORG/MARKETING

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still time for French lessons

TAP - Thornton Adjustable Positioner

The Thornton Adjustable Positioner® (TAP®) is a custom adjustable oral appliance that is worn while sleeping. The TAP’s simple design coupled with its high sucess rate makes it the most effective anti-snoring and sleep apnea device available.

When the TAP was ready to move their marketing focus from doctors and labs to the consumer, I helped them to develop the messaging to emotionally touch their prospective customers.

The brochures, ads and point of purchase signage utilized slightly different images and messages to reach the variety of potential customers — women, men, wives, husbands, snorers and those who love them.

With the introduction of this new communication strategy, the TAP realized a 30% growth in sales and signed a licensing agreement with two international companies.

CASE STUDY

Someone who sleeps next to a person who snores often suffers from: • Aches and pains • Hearing loss • Fatigue and daytime sleepiness • Fibromyalgia • Depression or poor mental health • Memory impairment

One Mayo Clinic study found that the bed partners of snorers woke, at least partially, an average of 21 times an hour. According to another survey that polled 1,361 adult Americans who share a bed with a spouse or partner most nights, one in four reported that their partner’s sleep problems interfered with their own sleep. The leading reason for sleep loss was attributed to a bed partner who snores.

Both bed partners may be suffering from sleep disordered breathing and sleep deprivation although only one may acknowledge the problem. Often, those who snore don’t take complaints from their bed partners seriously or deny the problem.

There is a simple solution to snoring and sleep apnea for both of you.

Ask about the TAP® today!

Sleeping with someone who snores may not only be annoying, but it may also be detrimental to your physical and emotional health.

The TAP may bethe solutionto a restful night’s sleep.

Do You Sufferfrom2nd-HandSnoring?

The Thornton Adjustable Positioner (TAP®)is manufactured by Airway Management, Inc.

© Airway Management Inc. | Rev. B

www.tapintosleep.com

If you answered “yes” to any of the above questions, you may have a sleeping problem.

The quality of your sleep affects your daily activities and has a huge impact on your overall quality of life. People who have sleep disordered breathing and bed partners who are kept awake by snoring often suffer from sleep deprivation and are prone to daytime sleepiness.

Sleep disordered breathing may:• Affect your work productivity and performance,• Increase your risk for injury or illness,• Increase your chance of having a traffic accident, or• Cause strain in your personal relationships.

One of the leading reasons and highest contributing factors to poor sleep is sleep disordered breathing, which includes snoring and sleep apnea.

Currently, an estimated 51 million Americans have some degree of snoring or sleep apnea. Scientists project that the number will grow to one in five Americans that will be affected by 2020. The treatment options available to patients who want to solve their sleep disordered breathing problems range from simple lifestyle changes to invasive medical procedures.

There is a simple solution to snoring and sleep apnea.


Do you experience excessive daytime sleepiness?

Do you wake up in the morning NOT feeling refreshed?

Have you noticed a difference in your level of attention, concentration or memory?

Has anyone told you that you snore or stop breathing while sleeping?

The TAP may be the key to improved health and a better quality of life.

Do You Snore?




If you answered “yes” to any of the above questions, you may have a sleeping problem.

The quality of your sleep affects your daily activities and has a huge impact on your overall quality of life. People who have sleep disordered breathing and bed partners who are kept awake by snoring often suffer from sleep deprivation and are prone to daytime sleepiness.

Sleep disordered breathing may:• Affect your work productivity and performance,• Increase your risk for injury or illness,• Increase your chance of having a traffic accident, or• Cause strain in your personal relationships.

One of the leading reasons and highest contributing factors to poor sleep is sleep disordered breathing, which includes snoring and sleep apnea.

Although snoring and sleep apnea are more prevalent in men than women (2:1), research shows that women who suffer from sleep apnea often report symptoms that are commonly misdiagnosed or ignored. These include:• Morning headaches• Daytime fatigue• Anxiety or feelings of depression• Insomnia

There is a simple solution to snoring and sleep apnea.


Are you tired or fatigued during the day?

Do you suffer from morning headaches?

Do you feel anxious or experience signs of depression?

Do you doze off easily while performing daily activities?

The TAP may be the key to improved health and a better quality of life.

Do You Snore?




Diamond Pro

Diamond Pro professional groundskeeping products are used by thousands of professional sports teams, schools, municipalities and youth leagues across the country.

This direct mail piece was developed to introduce the newly redesigned website. The plan involved creating a paper baseball glove with an interactive CD inside. 75,000 were printed and mailed to current and future customer across the U.S.

The mailer generated buzz in the industry as the salesforce were repeatedly asked for additional copies. In addition to winning an Addy award, the mailer also generated a 15% increase in web traffic and a 20% increase in sales.

CASE STUDY

Maximizer Concrete Mix

TXI MAXIMIZER Concrete is a proprietary formula that provides more coverage per bag than standard mixes. At a strength of 5,500 psi, MAXIMIZER is the strongest concrete mix sold in a bag.

In 1997, TXI hired me to help them build the MAXIMIZER brand. I developed the packaging and worked along side the marketing director to develop advertising strategies that were needed to educate the customers and the improvement warehouse sales staffs on this new type of concrete mix.

After a slow start in small lumber yards, MAXIMIZER is now in The Home Depot and Lowe’s producing sales close to $10 million a year. A licensee recently signed a contract to help extend MAXIMIZER’s coverage from 5 states to 26.

CASE STUDY

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RailPor t

RailPort is a 1,700-acre business and industrial park just south of Dallas. Residents include Target, Toys’R’Us and American National Power.

To announce the opening, I worked along side the VP of Corporate Communications to organized a groundbreaking ceremony and a seated lunch for 350 guests. Prior to the event, ads were strategically placed in real estate trade magazines and business journals to optimize the press coverage.

The event generated over 27 minutes of coverage on 23 radio and television channels resulting in $700 million in prospective land purchases meeting the real estate group’s 20-year goal in only six months.

CASE STUDY

Nick & Sam’s Golf Event

Nick & Sam’s sponsors the The Hunger Busters golf event every year. The charity’s delivery trucks provide healthy sustenance to those in need, wherever they may be.

In 2005, I developed the marketing communications for the golf event. The mailer played off of Nick & Sam’s wiseguy persona by referring to a charity event as a “shakedown.”

The communication helped surpass the previous year’s participation and generated enough funds to serve 120,000 meals to the homeless of Dallas.

CASE STUDY

ForbesRobinson

ForbesRobinson is a business development consulting company that uniquely discovers the social behaviors of every person your company touches or wishes to touch. They use that information to accelerate business relationships.

ForbesRobinson was refocusing their business model and contacted me to help them consolidate their thoughts into a cohesive message to their target audiences.

I implemented this new business strategy with a new website that focused on customer benefits instead of service features. Launched along with a search engine optimization marketing program gave ForbesRobinson a new life and greater possibilities.

Other websites that I have been involved in developing, designing and writing include:

www.txi.comwww.sleepwellsolutions.comwww.artforthebridge.orgwww.parklabreavet.comwww.bratiquehelene.comwww.amisleep.com

CASE STUDY

Tray [email protected]

Business

Accomplishments and Experience