PR Buzz
Spring 2005

In This Issue:

• New Team Members and Markets for SCA
• Special Events: No Holes in Coverage for Krispy Kreme
• SCA Art Director in the National Spotlight
• Planning for Fall Exhibits
• New Media Interview Workshop for SCA Clients
• Can Your Business Story Fill a Book?
• Mark Your Calendar
• Quote of the Day

Welcome back to PR Buzz, a newsletter from Susan Carol Associates. The Buzz is designed for a quick, but enriching, read-offering fresh ideas and useful guidance for creative collaboration. As always, we invite your comments and suggestions for future editions.

SCA Expands Its Team and Services

Last year, SCA celebrated 15 years in business. Through the years, our organization has matured in ways that have provided ongoing value to our associates' work for a growing range of clients-from Krispy Kreme of Winston-Salem, N.C., to The Recording Academy® in Los Angeles.

With our current growth spurt, we have moved beyond our core focus on technology, commercial finance, and health care to serve other markets where we have experience and can add distinct value, from manufacturing to real estate, human resources to hospitality.

Our team continues to expand, with the recent addition of three new associates: Hank Weiland, who brings the dual strengths of telecommunications experience and event promotion; Jeri Phillips, a specialist in event marketing, and June Padgett, who is a seasoned print designer. We have also named long-time associate Katrina Pruitt-Andrews to the role of Chief Operating Officer. Katrina will be instrumental in overseeing our day-to-day operations and ensuring seamless service to our growing cadre of global clients.

SCA Serves Up a Grand Store Opening for US Doughnut Chain

Earlier this year, Krispy Kreme made national financial headlines with its potential default of a $150 million credit line. SCA media and event specialists, Carla Young Harrington and Jeri Phillips, didn't let the company's misfortune derail their efforts to showcase the company locally. Instead, they marshaled community leaders and reporters to a series of week-long events promoting the grand opening of a new Krispy Kreme store in Fredericksburg, Virginia.

Stories dominated the front of the business sections and regional sections of the community paper, The Free Lance Star. In exchange for doughnuts, the area's most popular country music radio station, WFLS FM 93.3, hosted a live remote broadcast from the store. The SCA team brought together 45 community organizations for a "digging for dollars" event, where participating organizations received valuable coupons for fund-raising. It helped, of course, that Krispy Kreme's signature product is uncommonly delicious—and just 200 calories!

SCA Art Director Creates Grammy Logos

SCA Art Director Peter Buttecali was chosen to design the 47th Annual GRAMMY® Awards logo for The Recording Academy, along with logos for pre-broadcast events and after-awards celebrations. The February 2005 show, televised live by CBS, was seen by an estimated 25 million people.
The Recording Academy was attracted to Peter's work for its dynamic simplicity and attractive use of design and text elements.

"Peter creates deceptively simple yet elegant and recognizable marks," said Recording Academy Sr. Director of Creative Services David Konjoyan. "He was very receptive to our suggestions and responsive to our deadlines. From the first-round concepts to the final logo, we felt Peter was in sync with our ideas every step of the way. "

While the opportunity to work with the GRAMMYs is unique, the opportunity to design a national brand is not new to Peter's firm, Woodpile Studios. Their work is showcased from coast to coast, from the Maestro Restaurant at the Ritz Carlton hotel in McLean, Virginia, to the Monorail in Las Vegas, Nevada.

Peter has also developed brands for many SCA expansion-stage clients, setting the stage for their continued growth and recognition.

Meanwhile, Peter continues to develop his design talents for the Web, offering live video, flash, and interactive presentations.

Fall Exhibits: The Time to Plan Is Now

Trade Show Week reports attendance and exhibiting is up at trade shows, and further research shows that trade shows generate $52.3 billion in spending. If you're like many exhibitors, though, you may be missing out on before, during, and after marketing opportunities-all of which should be part of your planning now. Chart your course today for maximum return.

How to Develop Media Relationships and Protect Your Company's Reputation

There's a big difference between simply being interviewed by a journalist and effectively managing a media opportunity to get your organization's message out there. Every chance to speak with a reporter should be treated as a prime marketing opportunity.

Because preparation is key to success, SCA is launching a new "Media Tips and Techniques" workshop. These fun and informative sessions, offered in half-day and full-day formats, are designed to show our clients how to proactively prepare for and conduct media interviews for key message sharing with journalists and the public. Learn how to 1) handle a media inquiry, 2) prepare for interviews, 3) navigate tough questions confidently, 4) avoid interview traps and pitfalls, and 5) use nonverbal cues to get your point across.

Can Your Story Fill a Book?

SCA's senior creative writer, Sue Carrington, is serving as lead writer on a how-to business book for CEOs. The topic is "white-hot" in today's executive circles: how to create a fully engaged and people-centric workforce culture-one that links people with profits. This is Sue's second book in the realm of human resources. The first was a how-to guide for hiring managers on conducting successful interviews. Can the story of your business fill a book?

Mark Your Calendar

SCA CEO Susan Carol will be attending the ELA's SuperWeek in Washington, D.C., May 9-12. She hopes to see many of our equipment leasing clients there.

Quote of the Day

"There is just not enough celebrating going on at work-anywhere. . .What a lost opportunity. Celebrating creates an atmosphere of recognition and positive energy."

-Jack Welch, Former CEO, General Electric

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