PR Buzz
Fall 2004

In This Issue:

• SCA Grows: A Bridge to Britain, Plus New PR Strategist and Creative Talent
• Five Tips for Successful Design
• Quote of the Day
• Wordsmiths for Rent
• Events
• Tracking the Tech Money Trail

SCA Grows

The British Connection
Ensuring Consistent Brand on Two Sides of the Atlantic

Susan Carol Associates has formed a strategic alliance with the British firm Words in Motion. The firm specializes in developing and executing business-to-business communication strategies for all areas of manufacturing, information technology, and related technology areas. Representative clients include Microsoft, Microsoft Business Solutions, Samsung SDS, and Preactor International. Headed by Chris Pope, Words in Motion is based in Tunbridge Wells, just outside of London. Chris will work closely with SCA to support international campaigns involving public relations, marketing, advertising, design, and brand development.

SCA has also gained Associate Margaret Waldren. Margaret is an independent communications specialist based in Surrey and has worked in the equipment leasing industry for 15 years. For more than three years, she held the post of managing editor of the UK-based trade magazine LeasingLife, and before that, editor of its sister publication Credit Finance. She has also served as director of operations for the Finance & Leasing Association (FLA).

"Our new associates are well established in niches that are important to SCA clients, and their professional standards, talent, and approach match ours well," says SCA CEO Susan Carol, APR. "Many of our clients in the equipment leasing industry are striving to expand relationships in Europe, and the new connections and local knowledge will be critical to their success."

SCA Appoints Senior Public Relations Strategist
Joe St. Henry Is an Award-Winning PR Veteran

Joe St. Henry has been promoted to Senior Public Relations Strategist at SCA. A veteran professional and highly skilled communicator, he specializes in strategic communications programming, executive communications, and effectively leveraging the reach and credibility of the media to position organizations favorably in the marketplace. Throughout his career, Joe has served organizations in the financial services, automotive, and manufacturing sectors. He has received many accolades for his work from top executives, clients, and peers, including the prestigious Silver Anvil Award from the Public Relations Society of America.

Joe served as vice president, public relations manager at Heller Financial before the company's acquisition by GE Capital Corp. He also was responsible for a variety of public relations and marketing communications activities with Heller Global Vendor Finance and the Dana Commercial Credit technology leasing group. In addition, he has worked for public relations firms in Detroit, with extensive experience supporting such automotive industry clients as General Motors, Audi of America, and various Tier I and II automotive suppliers.

New Creative Collaborators for the SCA Team:
--Photographer Ross Stansfield
--Creative Director Nancy Kapp

Ross Stansfield (www.rsprod.com) has joined the SCA creative team on two critical photo shoots. Ross is a highly experienced commercial still photographer, with a range of credits-from Marriott Corporation to Coca Cola, Apple Computer to City Bank. He has also directed and produced a variety of film and video productions. His film Omnifax won a telly award and was considered by the Academy for a nomination.
Ross's latest assignment with SCA was shooting a series of photographs for our client Hillandale Dental Partners. Doctors, staff, and patients were amazed by his ability to capture the spirit of the practice in a minimally invasive four-hour photo shoot. Over 90 photos were ready in 24 hours, delivered to the client on a customized CD for instant viewing and selection.

"With today's advances in photography, we can turn on a dime," Ross says. "The latest digital technology lets us create photo CDs rapidly, email photos, post photo Web pages, and produce digital image archives that are design-ready."

Along with still photography, Ross is also available for creating corporate training, sales, and promotional videos. Contact Susan Carol at +1 540-659-0843 for more information.

SCA also welcomes Nancy Kapp of Baltimore, MD, a seasoned graphic designer with 24 years in the design business. She specializes in providing design for marketing and advertising projects for health care organizations-an important SCA niche. Nancy has served as creative director on campaigns for hospitals, medical centers, and independent health care professionals as well as service providers to this industry. She also has extensive experience in serving nonprofit organizations, schools, and organizations in the event and hospitality industry. Nancy is an active board-level member of the American Marketing Association. Brand identity work for a Maryland school led to a Silver Anvil Award from the Public Relations Society of America.

Getting the Most From Your Designer
Five Tips for a Happy Flight

Designers play a key role in corporate branding and promotion. Through color, image, and flow, in Web and in print, they create visuals that reflect the essence of a business, product, or service.

For 15 years, SCA designer Peter Butecalli has created "visual packaging" for a range of global companies. "Initial discussions with clients focus on their corporate vision," Peter says. "Based on how they perceive themselves, we can set the tone that best conveys what they're selling-from conventional to whimsical, B2B to B2C. From there, we draw the framework for the 'look and feel,' define the message, and render a graphical representation that uniquely carries the message."

Although there is no foolproof formula for getting the most from your designer, Peter offers these pointers for creative partnership:

1. Communicate directly with your designer. Design by committee doesn't work! Your goals can lose clarity when they're transmitted from person to person. Talk to your designer one-on-one. Create an open line of communication so he or she feels comfortable calling you with questions.

2. Provide visuals. Designers are visually oriented and will think about your project graphically. Share your expectations before you begin, providing samples of visual images that appeal to you.

3. Don't be afraid to ask questions. If you don't understand, ask! Find out what your designer is doing for you and why. A good designer is happy to talk you through each part of the process.

4. Offer constructive feedback. Designers need to know how their work is working for you. Often, there is an incorrect perception that designers are miracle weavers and can hit the mark the first time, every time. Be concise so the designer can respond effectively to your feedback.

5. Keep timeframes realistic. Creativity takes time, and room. While you need to communicate your deadlines, you also need to give the designer enough time to think about your project. Be realistic in your expectations and patient with the evolution.

In sum, working with a designer can be an exciting and creatively stimulating experience. Count on your designer to give wings to your ideas-and enjoy the flight!

Quote of the Day

"Creativity requires the courage to let go of certainties."

Rent an Editor

Looking for that extra touch on your business documents? Call us for a quote on editing your proposals and reports. We offer rapid turnaround and reasonable rates.

Events

SCA Associates will be attending the following October events:

• Chris Pope
  October 10-13: The APICS exibition, San Diego-a leading manufacturing event
• Susan Carol
  October 24-26: The Equipment Leasing Association annual convention in Desert Springs, California. SCA is sponsoring the tennis event once again with Ivory.
• Margaret Waldren
  October 3-5: Leaseurope's annual working meeting in Sorrento, Italy.
  November 24: Leasing Life's annual Operating Leasing conference in London.

Where's the Money?
Signs of Confidence in the Tech Sector

Financial Times reported this summer that by 2012, the nanotech economy will be worth $1,000bn. Already, 130 nano-based products have been released to the United States market. InformationWeek last month reported companies involved in software and other IT sectors got $3 billion in venture funding the second quarter of 2004. The Wall Street Journal reported TechTarget, a publisher and Web site firm, received $70 million in venture capital funding, also a vote of confidence for the tech sector.

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