Tray LaCaze

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.

Inspire mandatory

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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P A R K L A B R E A

Pediatric Acute Care Associatesof North Texas

Brand experience

HealthAxis

HealthAxis, a leading IT/software solutions provider for healthcare payers, offers a wide array of products and services to help payers drive down costs, improve operational efficiencies and deliver value to their customers.

HealthAxis approached me to help develop an advertising strategy to promote a line of new services. The business problem was how to communicate a complicated product line in simply terms for fast comprehension. I deconstructed the services to find the main deliverable and developed ads around a succinct message.

The ads helped the company see a 15% increased in revenue in only two quarters.

CASE STUDY - technology

adver tisement

Hit your targetwithout wasting your arrows

Self-Quote™ gives you speed and accuracy, so you can save time and money on self-funded proposals.

The revolutionary web-based proposal system allows you to efficiently work with any of your chosen vendors. There are no binding contracts; no systems to buy and you pay as you go. Save more than 50% on each proposal. Healthaxis is the first to bring you this one-of-a-kind program.

Call Healthaxis today to see how SelfQuote can reduce your proposal costs.800 . 519 . 0679

www.healthaxis.com

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 Vice President of Corporate Communications to organize 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 - real estate

media coverage/event planning

Rudolph and Sletten

I oversaw website designers on the development of a new corporate website for Rudolph and Sletten. The new site, produced on time and on budget, focused on the company’s four key messages — integrity, Technologically-Driven, Partner-Focused, and Passion for Construction.

Working with key content providers throughout the organization, I developed the navigation and content for the site’s 100+ pages. The site also incorporates a Joomla!-based content management system that I maintain and edit to keep the content current.

The new site in conjunction with a comprehensive email marketing campaign and key search engine optimization techniques generates 30% more traffic than the previous site.

CASE STUDY - construction and engineering

website

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, the repurposed site gave ForbesRobinson a new life and greater possibilities.

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

www.rsconstruction.comwww.txi.comwww.sleepwellsolutions.comwww.parklabreavet.comwww.bratiquehelene.com

CASE STUDY - business services

website

CASE STUDY - construction and engineering

Rudolph and Sletten

Twice-a-year, I research, write and design a 32-page magazine for Rudolph and Sletten. The publication highlights recent projects and news for the company’s complete customer base. The magazine promotes the company’s innovative and technologically advanced approach to construction.

For only a small increase in cost, this publication replaced the previous 8-page newsletter. Executive leadership hired me to produce a piece that had greater purpose and generated increased readership. This publication has been extremely well-received and has helped boost interest in the company while also improving overall employee moral.

The magazine is mailed, emailed and adapted to the company’s website for maximum exposure.

company magazine

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.

CASE STUDY - non-profit

NATA Annual Meeting & Clinical Symposia

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marketing kit + conference theme and programs

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 customers across the U.S.

The mailer generated buzz in the industry as the sales force was 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 - building materials (athletics)

direct mail piece with interactive CD

Tutor Perini Corporation

Tutor Perini Corporation is the tenth largest construction company in the world with revenues in excess of $5 billion. The company offers diversified general contracting services, including construction management, design-build and specialty subcontracting services to private clients and public agencies in the U.S. and in select overseas locations.

My diverse creative expertise allowed me to transition the annual report from outside sources to an in-house project. I conceptualized, wrote, designed and project managed the entire annual report eliminating the need of 3 outside vendors.

Assuming these increased responsibilities saved the company an additional $200,000.

CASE STUDY - construction

annual repor t

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 - consumer products

®

adver tisement + package design

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 - non-profit

brochure

®

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www.txi.com www.maximizer.cc www.kristinbumbera.comwww.nascar.com

signature card + race car and uniform design

CASE STUDY - spor ts

Kristin Bumbera Racing

TXI MAXIMIZER Concrete and TXI sponsored Kristin Bumbera as she worked to rise in the ranks as a NASCAR driver.

I worked with the driving team to help develop the marketing strategy as she moved from regional events in Texas to the NASCAR circuit.

My team designed the racecar, promotional materials, banners and her racing uniform. Kristin continues to race today.

Tray LaCaze214.564.2237trayL@prodigy.net