Tray LaCaze is a marketing expert who provides case studies summarizing his work on various projects. These include developing advertising strategies for healthcare software, organizing an event that generated media coverage worth $700 million for a business park, redesigning websites and increasing traffic, consolidating messages to focus on customer benefits, and creating marketing materials that increased product sales and event attendance.
2. INSPIRATION can drive the troops to victory.
The hard part is not leading the troops
Inspire
but finding what inspires them to follow.
mandatory
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.
3. P A R KL A B R E A
Pediatric Acute Care Associates
of North Texas
ART FO R TH E B RI DG E
Brand
experience
American Heart
Association ®
Learn and Live ™
®
U
R
LABORATORIES
AN T ERR A
®
4. CASE STUDY - technology
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. Hit your target
HealthAxis approached me to help develop
without wasting your arrows
an advertising strategy to promote a line of Self-Quote™ gives you speed and accuracy,
new services. The business problem was so you can save time and money on self-funded proposals.
how to communicate a complicated product 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.
line in simply terms for fast comprehension. I Save more than 50% on each proposal. Healthaxis is the first to bring you this one-of-a-kind program.
deconstructed the services to find the main
deliverable and developed ads around a Call Healthaxis today to see how SelfQuote can reduce your proposal costs.
800 . 519 . 0679
succinct message. www.healthaxis.com
The ads helped the company see a 15%
increased in revenue in only two quarters.
adver tisement
5. CASE STUDY - real estate
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.
media coverage/event planning
6. CASE STUDY - construction and engineering
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.
website
7. CASE STUDY - business ser vices
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:
website
www.rsconstruction.com
www.txi.com
www.sleepwellsolutions.com
www.parklabreavet.com
www.bratiquehelene.com
8. 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
9. CASE STUDY - non-profit
READY TO ROLL
NATA 2006 Marketing Kit
57th Annual Meeting & Clinical Symposia
Laissez
June 27 - July 1
les bon temps
roulet
The Marketing Prospects are
still time for French lessons
National Athletic Trainers’ Association
The National Athletic Trainers’ Association (NATA)
is a professional membership association for NATA Annual Meeting
certified athletic trainers and others who support & Clinical Symposia
the athletic training profession. new orleans 2006
NATA.ORG/MARKETING
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.
marketing kit + conference theme and programs
10. CASE STUDY - building materials (athletics)
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.
direct mail piece with interactive CD
11. CASE STUDY - construction
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.
annual repor t
12. CASE STUDY - consumer products
®
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.
adver tisement + package design
13. CASE STUDY - non-profit
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.
brochure
14. 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.
®
www.nascar.com www.kristinbumbera.com www.txi.com www.maximizer.cc
signature card + race car and uniform design
