A brief overview of my experience in a case-study formatted presentation.

1. Tray LaCaze

2. INSPIRATION can drive the troops to victory.
The hard part is not leading the troops
Inspire but finding what inspires them to follow.
A Solution is to know your target market so well
mandatory that you can touch them where they dream and hope —
then they'll follow you anywhere.
INSPIRATION can drive the troops to victory.
The hard part is not leading the troops
but finding what inspires them to follow.
A Practical 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.
Do you inspire them?

3. A Sampling of Communication and Marketing Experience
®
®
AN T ERR A
ART FO R TH E B RI DG E
American Heart
Association®
Learn and Live
™

4. CASE STUDY
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
& Clinical Symposia
certified athletic trainers and others who support
new orleans 2006
the athletic training profession.
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.
For the New Orleans’ conference, I created covers
with images and copy that focused on the unique
culture of Louisiana.
• Ready to Roll
Laissez les bon temps roulet -
still time for French lessons
• Ready to Atchafalaya
The locals are waiting -
still time for Swimming lessons
• Ready to Fais-do-do
Your feet can’t resist the Zydeco -
still time for Dance lessons

5. CASE STUDY
Sleeping with
Do you experience
Are you tired or fatigued
someone who snores
excessive daytime
during the day? sleepiness?
may not only be
Do you suffer from Do you wake up in
annoying, but it
morning headaches? the morning NOT feeling
refreshed?
may also be
Do you feel anxious or
Have you noticed a
experience signs of detrimental to your
difference in your level of
depression? attention, concentration
physical and
or memory?
TAP - Thornton Adjustable Positioner Do you doze off
emotional health.
Has anyone told you
easily while performing
that you snore or stop
daily activities? breathing while sleeping?
Someone who sleeps next to a person who snores
often suffers from:
If you answered “yes” to any of the above questions, If you answered “yes” to any of the above
The Thornton Adjustable Positioner® (TAP®) you may have a sleeping problem. • Aches and pains
questions, you may have a sleeping problem.
• Hearing loss
is a custom adjustable oral appliance that is The quality of your sleep affects your daily activities
Snoring?
The quality of your sleep affects your daily
• Fatigue and daytime sleepiness
Do You Suffer
and has a huge impact on your overall quality of life. activities and has a huge impact on your overall
worn while sleeping. The TAP’s simple design • Fibromyalgia
People who have sleep disordered breathing and quality of life. People who have sleep disordered
2nd-Hand
breathing and bed partners who are kept awake
bed partners who are kept awake by snoring often
from
• Depression or poor mental health
Do You Snore?
coupled with its high sucess rate makes it the by snoring often suffer from sleep deprivation
suffer from sleep deprivation and are prone to
• Memory impairment
and are prone to daytime sleepiness.
daytime sleepiness.
most effective anti-snoring and sleep apnea Sleep disordered breathing may:
Do You Snore?
One Mayo Clinic study found that the bed partners
Sleep disordered breathing may:
device available. • Affect your work productivity and performance,
• Affect your work productivity and performance, of snorers woke, at least partially, an average of 21
• Increase your risk for injury or illness,
• Increase your risk for injury or illness, • Increase your chance of having a traffic times an hour. According to another survey that polled
• Increase your chance of having a traffic accident, or accident, or
1,361 adult Americans who share a bed with a spouse
When the TAP was ready to move their • Cause strain in your personal relationships. • Cause strain in your personal relationships.
or partner most nights, one in four reported that their
One of the leading reasons and highest One of the leading reasons and highest
marketing focus from doctors and labs partner’s sleep problems interfered with their own
contributing factors to poor sleep is sleep
contributing factors to poor sleep is sleep disordered
sleep. The leading reason for sleep loss was attributed
disordered breathing, which includes snoring
to the consumer, I helped them to develop breathing, which includes snoring and sleep apnea.
and sleep apnea. to a bed partner who snores.
the messaging to emotionally touch their Although snoring and sleep apnea are more prevalent
Currently, an estimated 51 million Americans
in men than women (2:1), research shows that women
The TAP bed partners may be suffering from sleep
Both may
have some degree of snoring or sleep apnea.
prospective customers. who suffer from sleep apnea often report symptoms
The TAP may
Scientists project that the number will grow
The TAP may be
disordered breathing and sleep deprivation although
that are commonly misdiagnosed or ignored. These
be the key one may acknowledge the problem. Often, those
to one in five Americans that will be affected
be the key
only
include: by 2020. The treatment options available to
the solution
to improved don’t take complaints from their bed
• Morning headaches who snore
patients who want to solve their sleep disordered to improved
The brochures, ads and point of purchase • Daytime fatigue breathing problems range from simple lifestyle
to a restful
health partners seriously or deny the problem.
and a health and a
• Anxiety or feelings of depression changes to invasive medical procedures.
signage utilized slightly different images and night’s sleep.
• Insomnia www.tapintosleep.com www.tapintosleep.com www.tapintosleep.com
better quality simple solution to snoring and better quality
There is a simple solution to snoring and sleep There is a
messages to reach the variety of potential apnea. of life. The Thornton Adjustable Positioner (TAP )
There is a simple solution to snoring and sleep apnea.
of life. sleep apnea forAdjustable you. (TAPInc.
The Thornton both of Positioner
The Thornton Adjustable Positioner (TAP )
®
) ®
®
customers — women, men, wives, husbands, is manufactured by Airway Management, Inc. is manufactured by Airway Management, Inc.
is manufactured by Airway Management,
Ask about the TAP today!
Ask about the TAP® today! ®
Ask about the TAP®Inc. | Rev. B
© Airway Management today!
snorers and those who love them.
© Airway Management Inc. | Rev. B © Airway Management Inc. | Rev. B
With the introduction of this new
communication strategy, the TAP realized
a 30% growth in sales and signed a licensing
agreement with two international companies.

6. CASE STUDY
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 customer across the U.S.
The mailer generated buzz in the
industry as the salesforce were 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.

7. CASE STUDY
®
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.

8. CASE STUDY
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 VP of Corporate Communications to
organized 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.

9. CASE STUDY
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.

10. CASE STUDY
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 gave ForbesRobinson
a new life and greater possibilities.
Other websites that I have been involved in
developing, designing and writing include:
www.txi.com
www.sleepwellsolutions.com
www.artforthebridge.org
www.parklabreavet.com
www.bratiquehelene.com
www.amisleep.com

11. Tray LaCaze
214.564.2237
trayL@prodigy.net