sonus
TRANSCRIPT
cultural communications specialists
www.sonusad.com
Ask so you gain insight and understanding
talk straightHonesty means integrity in your words as well as your deeds
line of attackA clear strategy guides your success
manage resourcesSpend your client’s money as if it were your own
actions speakValues are not learned they are lived
in concertNone of us is as wise as all of us
top it offLofty goals take you to the top
make it funWork hard and make it fun every day
never say “no”Always accept a challenge
eternal optimismThere is an end – e
cultivate imaginationIdeas come from experiences and life
passion livesPassion is vital to success
The 12 Ways of SONUS shape our agency’s culture,
service strategies and how we work with our clients.
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SONUS has a track record of national public relations and event management experience. We work with organizations
using their mission, values and goals as our foundation to craft messages and events that inspire,
challenge and educate audiences. Our mission is to provide solutions that bring your message to life, and then
deliver it in an influential way to ensure that your audiences are engaged, energized and inspired about your brand
promise and identity.
SONUS’ health care experience is our unique value proposition. Clear, focused communication is a vital part of
making your business heard and understood. Clinical internal and external relations takes a depth of experience and
understanding of the complex environment of medical centers. We are specialist in navigating health systems, and in
translating highly scientific material into formats appropriate for reaching clinical, scientific, consumer, business and
media audiences.
We see the big picture but never forget the details. We understand our clients’ companies, industries and challenges,
and how communications and marketing must blend seamlessly to achieve goals. We can support a full range of client
needs, from strategy and creative through implementation to training and professional development.
creating cultural movements that impact brands
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capabilities
strategy
• research
• strategic planning
• social responsibility
• cultural/thought leadership
• strategic organizational alignment
• breaking down organizational silos/
internal/external communications alignment
communications/strategic events
• public relations
• grassroots and community outreach
• health cause marketing
• media relations
• internal communications
• employee engagement
• social media
• cultural sensitivity
event production
• event production/execution methodology
• event concept/theme/design
• corporate events
• seminars/meetings/trainings
• award ceremonies
• grand openings/promotions
• gala dinners/receptions
in a glance
address3200 main street
suite 5.7
dallas, tx 75226
phones214.350.3099
214.351.4633 (f)
websitewww.sonusad.com
new business camille wilson
214.350.3099 x105
founding date/ownership• 1996
• State of Texas corporation
• American Indian, woman owned
certifications• WBE – Women’s Business Enterprise
• State of Texas HUB
• North Central Texas Regional Certification Agency
• Top 100 Business – DiversityBusiness.com
capitalized billingsEstimated $1.8 million
www.sonusad.com
Every day, we use key consumer insights, strategic planning, and in-depth marketing expertise to create a strong voice
that amplifies your brand. Our solutions bring brands to life, drive consumer loyalty, and deliver messages that influence
audiences. We are proud of the solutions we have created and highlight examples on the following pages.
a clear voice resonates
Ace Hardware
American Cancer Society
American Red Cross Blood Services
Bevelry Enterprises, Hospice Program
Comerica Bank
Covenant Health System – St. Mary Hospital, Lubbock, TX
DentalOne
The Home Depot
J.C. Penney Corporation
Levi Strauss
Lucchese
Merck & Co.
North Texas Tollway Authority
Parkland Health & Hospital System
OraMetrix
Sierra Health Services (bought by UnitedHealthcare)
St. Vincent Health System, Little Rock, AR
Tenet Healthcare Corporation
Texas Health Choice
The Women’s Center Foundation
representative clients
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SONUS successes
from collaboration comes...
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situation:St. Vincent had recently acquired The Family Clinics and needed
to increase the clinics visibility both inside and out. Much focus
was placed on improving employee and physician morale and
bringing them into the St. Vincent family.
challenge: Research and insight gathering needed to be completed to ensure
successful implementation, but timing was critical and activities
needed to begin immediately.
SONUS solution: SONUS worked with the marketing staff to develop a list of Quick-Hit
projects to raise awareness as research was being done. We planned,
designed and implemented rapid start-to-finish research and anaylsis
in just four weeks, including internal employee and physician
interviews, as well as external community perception studies. From our
findings we developed a detailed action plan focusing efforts first on
internal needs and then external marketing activities.
results: SONUS developed and implemented:
• Service excellence training for the staff and physicians to increase commitment and improve morale
• Multiple mediums of marketing including direct mail, special screening program and brochure to help
promote the physicains to new patients, as well as internal signage and poster to promote the clinics new brand
• Activities focused on physicians realtions to help develop and improve the ongoing relationship between the hosptial and medical staff
St. Vincent Health SystemThe Family Clinics
marketing services/employee engagement
knowledge...I was immediately impressed with the thorough knowledge of SONUS. They know health care inside and out. Their creative approach to the many channels of marketing was an asset to The Family Clinic. They hit the ground running and were immediately able to understand our organization and work with us as a team.
Vice President of Corporate DevelopmentSt. Vincent Health System, Little Rock, AR
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The Home Depot “Toolin’ Around” Grand Opening Hot Air Balloon Program
situation:The Home Depot was looking for an aggressive way
to celebrate their grand openings in the Central Division.
challenge:To create a program with strong impact and effectiveness that
would set The Home Depot’s grand openings apart from those
of other retailers.
SONUS solution:SONUS searched for a creative way to draw attention to the new store
locations through events and décor – the hot air balloon fulfilled both
these requirements. SONUS created the “Toolin’ Around” program that
used a custom hot air balloon at select grand openings throughout the
Central Division.
Using the hot air balloon for grand opening events set The Home Depot
apart from other retailers, fulfilling their desire to elevate their stores
to a distinctive position in the marketplace. It also attracted more
than normal media for grand openings and “blunting” store events.
results:• In a matter of months, from the first hot air balloon launch, the regional vice president at The Home Depot saw
the positive impact the program was having, as they were significantly gaining more of an employee, community
and press following
• SONUS enjoyed a 93% appearance success rate, and balloon manufacturer, Lindstrand USA, stated that SONUS’
program was the most aggressively successful single balloon program in North America
• SONUS balloons made 68 appearances at The Home Depot stores, with only five cancellations due to weather
ambient marketing/events
execution…SONUS is not just a vendor but a true partner working hand-in-hand with the regional advertising departments helping us with all aspects of our stores’ GOs. In addition, they are willing to step in and help with other projects, with a moments notice. I am comfortable with letting them go into a store to work with a manager or work one-on-one with a regional vice president.
Regional Marketing CoordinatorThe Home Depot
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The Home DepotTurnaround Strategy for The Floor Store
situation:The Home Depot, Inc. operated an underperforming specialty
store in Dallas, Texas. The store had performed poorly and SONUS
was asked to look at how we might address low sales figures.
challenge:Since opening the store two years prior to SONUS involvement,
The Floor Store had not met expected sales numbers, and as a result
was under consideration for closing. SONUS was retained to develop
a turnaround marketing strategy for The Floor Store.
SONUS solution:Prior to developing a marketing plan, the SONUS team spent significant time in the store, including numerous “secret shopper” excursions,
followed by staff/management interviews and competitive visits. It was evident that The Floor Store needed something other than just “more
advertising” to effectively impact the long-term store performance. The SONUS team developed a staff education and reward strategy, a
public relations plan and a merchandising overhaul strategy.
One of the problems detected by SONUS was the ineffective positioning of The Floor Store as a separate retail location creating consumer
confusion about The Floor Store (e.g., “Was The Floor Store just a department within The Home Depot?”). To overcome this consumer
problem, SONUS recommended a “relaunch” of The Floor Store brand as a separate entity, with consumer features and benefits unique from
a standard The Home Depot store.
Successes were achieved through NO INCREASE IN CURRENT SPENDING – instead, the positive impact was realized through strategic
targeting of the proper demographics in all media applications, improved delineation of The Floor Store brand from The Home Depot,
improved location identification in all marketing, and clear communication of the unique consumer benefits The Floor Store possessed vs. a
standard The Home Depot outlet.
results: SONUS designed the plan that was implemented by the AOR. Upon implementation of the brand relaunch, the positive impact was felt
immediately:
2 Months Prior Promo Launch Promo Mo. 2
Comp. Sales Down 2% Up 5% Up 57%
Avg. Ticket Down 22% Up 4% Up 21%
Customer Count Down 19% Flat Up 8.3%
SONUS' evaluation process resulted in an action plan that included a new focus for advertising (no increase in spending), enhanced internal
merchandising and expanded community relations. In just four months, the store saw sales that went from 38 percent of plan to more than
250 percent of plan.
marketing planning
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situation:Blood products are vital to health care and the state of Texas
required more supply to meet increased demand. At the invitation
of several area hospitals, the American Red Cross Blood Services
increased its commitment in Texas and opened a new collection
and distribution center in Dallas.
challenge:The local blood banks in Dallas and Fort Worth felt threatened by
the large, well-respected organization’s move to Dallas, and began
a negative media campaign.
SONUS solution:The American Red Cross relied on our knowledge and experience in planning and implementing the grand
opening ceremony which featured then-American Red Cross President, Elizabeth Dole. All logistical plans,
including the development of an invitation list, media relations, media interview scheduling, management
and background preparation for Mrs. Dole, and day-of logistics were managed and carried out by our team.
results: More than 400 people attended the invitation-only event. We secured positive media coverage from the Dallas/Fort Worth ABC,
NBC and FOX affiliates, The Dallas Morning News, Dallas Business Journal, as well as local talk-radio stations, KRLD, KLIF,
KESS and WBAP. In addition, key health care community leaders attended the event, and it opened the door for the
American Red Cross Blood Services.
American Red Cross Blood Services, Texas Division Grand Opening Event”We’ll Have You Seeing Red”
media relations/public affairs
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OraMetrix SureSmile® AAO Trade Show
situation:OraMetrix is the industry leader of innovative technology solutions
facilitating and improving the quality of orthodontic treament using a
patented planning and treatment system. Their proprietary technology,
the SureSmile system, represents a significant leap forward
in orthodontics.
challenge:The primary target audience of the SureSmile system are
orthodontists who would use the procedure in their practices.
OraMetrix needed to identify the most effective way to reach
and influence these orthodontists.
SONUS solution:SONUS was able to conclude that the benefits of SureSmile were different. For orthodontists, SureSmile provides more precision, efficiency
and control, while for patients, it provides shorter treatment times, less overall discomfort and fewer office visits. We used this information to
effectively help refine the SureSmile brand messaging and boost the brand image with a bolder use of color and imagery.
results:• Messaging was well received and attracted orthodontists’ interest in the technology
• OraMetrix left the meeting with 100 orthodontists interested in investing in the technology to offer SureSmile to their patients
branding/design
when we ask clients what makes us unique?SONUS’ desire and skills at becoming experts in our business helped us identify the right solutions from a range of options. By gaining clear understanding of the business situation, they are able to understand needs both stated and unstated and act as a true partner instead of a vendor.
Vice President of MarketingOraMetrix, Inc.
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event production/media relations
The Women’s Center FoundationFundraiser & Women’s Health Awareness
situation:The Women’s Center Foundation was looking for a way to introduce
the organization to the community and to create an annual fundraising event.
challenge:The Foundation president told SONUS about an interview she heard with
actress Julia Sweeney. Sweeney was promoting, “God Said, Ha!,” her
new one-woman play about cancer survival. Although the Foundation’s
planning group liked the idea of Julia playing a role in the Foundation’s
community introduction and annual fundraising event, it quickly backed
away thinking it couldn’t be done.
SONUS solution:SONUS developed the concept of “Women’s Wellness Week” providing The Women’s Center Foundation with a vehicle to both educate the
public about its mission and to generate public awareness about its cause. It offered the perfect backdrop for an annual event to capture
public awareness and to attract a notable figure to feature – a figure such as Sweeney.
SONUS was able to secure Sweeney to perform an abbreviated version of her play as a benefit for the Foundation. SONUS then planned and
choreographed every detail for the Foundation’s annual fundraising event featuring Sweeney. The Foundation relied on SONUS’ expertise in
event planning and media relations, as well as our ability to execute an extraordinarily emotional event with great impact on many local cancer
survivors and the community.
results:• More than 750 people attended the evening event, which raised more than $100,000 for the Foundation
• The Women’s Center Foundation was publicized as SONUS secured television interviews on ABC’s “Good Morning Texas,”
Fox’s “Good Day Dallas” and coverage on several major local affiliates (NBC, ABC, FOX). Radio interviews on leading local
radio stations (including KHKS-FM, KYNG-FM, KRLD-AM and KKZN-FM) also promoted the Foundation.
• The Dallas Morning News also covered the event and reviewed the show in its Saturday edition with a photo of Sweeney on
the front of Guide Section.
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agency highlights
• Created service excellence communications strategies for national health care corporation that increased
patient and employee satisfaction scores in some hospitals from 60% to 83% in six months and yielded
6% system-wide decrease in nursing turnover in one year. Designed, planned and coordinated two
national service excellence conferences with more than 1,500 attendees for national health care
corporation resulting in continued improvements in employee satisfaction scores.
• Planned and reallocated budget to realize sales increase from 38% to 250% of plan in 4 months with
no increase in spending which improved brand delineation and location identification in all marketing,
and clear communication of retailer’s unique consumer benefits.
• Developed logistics plan and executed inaugural all-associate corporation office holiday event for 6,000
people in 60 days for national retail corporation which secured a 4-year contract for coordination of
annual corporate holiday celebration
• Developed cohesive grand opening program for major home improvement retailer with the opening of
118 stores in 18 months that achieved sales goals. Launched a highly successful ambient marketing
program for big box retailer that increased name awareness and positoned them above their competition.
SONUS program was one of the most successful corporate hot air balloon programs in North America.
• Designed and managed back-to-school promotions with jeans manufacturer and national retailer that
increased sales by 14% in year one and 8% during year two.
• Secured coveted Modern Healthcare magazine award for Dallas hospital CEO as one of 14
nationally-ranked leaders under age 40 in health care.
• Developed and managed regional news bureau for health care client which generated news coverage
valued at $2M+.
• Yielded an estimated 40 surgeries for hospital/physician by executing a media story that generated 800+
call-in inquires relating to bariatric surgery.
• Beneficially led local nonprofit through strategic work session to help them redefine mission, vision
and values as well as define future organizational goals.
• Winner of Press Club of Dallas Katie Award
• Winner of Gold, Silver and Bronze Health Care Marketing Awards
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capabilities and strategy…
I have had the opportunity to work with Robin for more than nine years and believe that she is truly one of the best
marketing professionals in the business, and she has assembled a top-notch team to support her. The SONUS team is
not only creative and able to develop original material that works, but they also have the ability to think strategically and
bring organizational and staffing skills to the table to get the job done.
I have worked with SONUS on a variety of projects ranging from product-line advertising campaigns and direct mail
marketing to PR plans and community events -- all of which have been successful. I also have worked with Robin and
her team on the development of strategic plans and fully integrated programmatic projects that required them to work
as part of our company team.
SONUS is not only a successful and creative company but a strategic and ethical business partner who works hard to
develop long-term relationships with clients and is as committed to our success as we are.
Former Vice President of Business Development
RHD Memorial Medical Center and Trinity Medical Center
creative ability and corporate culture…
SONUS was a dream team for me. Robin and her team ooze creativity. From day one Robin was very hands on and
involved in planning my event. The team were very respectful of our corporate culture and the message we wanted
reinforced throughout the program. They came up with ideas that were beyond my expectations and created a journey
that all participates are still raving about. SONUS’ attention to detail was key in making my event a success!
Director of Recognition, Human Resources
jcpenney
additional kudos...
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Your team is the best in creative, dedication, follow through and quality. Tenet (and I) are very, very lucky to be able to
work with you and your team. We keep raising the bar, but I know we can count on you to deliver. We really appreciate
your talents and thank you, thank you and thank you for all you do.
Senior Vice President of Strategic Operations
Tenet Healthcare Corporation
Robin and her team were invaluable during the development and rollout of Tenet’s service excellence initiative. Through
several staffing changes, SONUS provided stability and knowledge for the new staff as they came on board. And when
the initiative expanded to the corporate level, I had the opportunity to work directly with the SONUS team on the
corporate roll out and the Service Excellence Conference.
SONUS energized our corporate staff during the corporate roll out, and their creativity turned a large conference hall into
a Seuss-like city for the SEC. The SONUS team understands corporate culture and the importance of delivering key
strategic messages with flair – making the mundane interesting and fun. They are willing to go above and beyond to
get the job done. The SONUS team’s ability to plan, manage, and execute projects from start to finish is exceptional.
And when I think of a true partner, I think of Robin and the SONUS team.
Vice President of Corporate Citizenship
Tenet Healthcare Corporation
event showcase
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Client: Tenet Healthcare Corporation Event: Service Excellence Conference
event design/show production
all original in the spirit of Seuss
Pat In Pat Out Reco (recognition/recovery)
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Illustration Actual Backdrop
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event design/show production
Client: jcpenneyEvent: Annual Chairman’s Awards
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event design/show production
Client: The Cooper InstituteEvent: 40th Anniversary Luncheon
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event design/production
Client: Tenet Healthcare CorporationEvent: Leadership Conference/Pillar Playoffs - Leadership Team Building
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Client: jcpenneyEvent: Corporate Holiday Party
event design/show production
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Client: jcpenneyEvent: Corporate Holiday Party
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Client: The Home DepotEvent: Grand Opening Events
Store Tether
Grand Opening Flight
Store Tether – Balloon Glow
event/ambient marketing
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Client: Tenet Healthcare Corporation Event: Service Excellence Carnival
event design/corporate service excellence
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Client: Parkland Hospital & Health SystemEvent: Annual Awards Dinner
event design/show production
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www.sonusad.com
3200 main street • suite 5.7
dallas, tx 75226
214.350.3099 (o) 214.351.4633 (f)
dallas • tulsa • houston • seattle