Public Relations Society Awards Top Honors to
LaBrue Communications for
MEND Clinic Launch
The Puget Sound Chapter of the Public Relations Society of America presented its highest honor, the Totem Award,
to LaBrue Communications for the introductory campaign for the MEND Prompt Injury Care Clinic.
“We are pleased to be recognized for the comprehensive and creative approach we took for the MEND launch,” said
Terry LaBrue. “Over the years, we have created many campaigns in the healthcare industry but this one broke
new ground in its personal communications that involving a special-edition news tabloid and testimonial
Internet communications.”
MEND Clinic is an expansion of one of the Puget Sound region’s leading hand and upper extremity surgery clinics,
Northwest Hand Specialists. Its North Seattle facilities include the latest technologies in diagnostic and
digital imaging tools, and encompass the region’s largest upper and lower extremity and therapy programs
for the hand, wrist, elbow, shoulder, feet and knees. MEND’s flagship practice, in Shoreline,
includes a state-of-the-art surgery center.
“Every month since the launch of MEND, we have experienced an increase in patients and awareness,” said
Dr. Michael S. Santoro, MEND medical director. “Our target audience is embracing our patient-focused
attention and the convenience of extended office hours. LaBrue Communications definitely helped us
craft messages that exceed our expectations.”
1. Island Soda
This niche marketer sells carbonated beverages in the island nations of the
Pacific in a number of markets. After a several-year decline in sales, LaBrue
Communications was brought on to prepare a new marketing plan, expanding sales and
increasing awareness among distributors in Micronesia, Polynesia and Melanesia
plus the state of Hawaii. All new collateral materials and a
simple web site were developed around an updated look and theme. A companion
public relations campaign launched in Hawaii, New Zealand
and Fiji where distributors, retailers, and the US Embassy in Fiji
took notice. All regional news magazines
and local newspapers picked up the story about Island Soda. Sales increased
by 100 percent.
2. Wavetek Meterman Test Tools
LaBrue Communications was hired to launch a new “value line” of digital
multimeters and other electronic and electrical test tools that were purchased
from its previous owner, Wavetek. The new name, Meterman, was developed and the
products launched in the fall of 2001. In spite of the worsening economy, Meterman
secured a valuable niche in the market and steadily gained sales. LaBrue
Communications launched the HVAC/R line of test tools directed at the heating
and air conditioning market with a multimedia effort
directed to trade and consumer editors across the nation. Mr. George Allen,
Marketing Director of Wavetek Meterman ascribed their 60% sales increase
to the creative and effective public relations campaign from LaBrue Communications.
3. Grays Harbor Tourism Campaign
Washington State’s most popular tourism destination, Grays Harbor County, has had plenty of new visitors
in the beginning of the year. “We know, going into the 2008 travel season the cost of transportation and
gasoline will be major factors for many in-state and out-of-state travelers,” said Terry LaBrue, creative
agency for Grays Harbor Tourism as well as the City of Westport.
“Our new approach for Grays Harbor TV advertising has changed with new theme, replacing the one we used for
several years. The commercial’s point of view emphasizes festivals in the county. While, our previous
commercials broke through the media clutter and delivered positive results this should do even better.”
“We update the marketing messages every year. But this time, we invested in new ‘unforgettable’ music
and visuals. There is a strong presence of the North Beaches, Lake Quinault, and festival destinations,
in addition to our coastal beauty shots. People are really making the ‘unforgettable’ connection with
Grays Harbor’s diverse land and seascapes,” said Barbara Smith of GH Tourism.
On the whole, there have been increases in overnight stays with guests coming from Seattle, Tacoma
and Portland. The program has been building over the years. Now, GHT is seeing the results.
4. Westport/Grayland Chamber of Commerce
This seaside town on Washington’s Pacific Coast has struggled with the downturn
in both the forestry and fishing industries for the last decade. The Westport/Grayland
Chamber of Commerce Tourism Committee hired LaBrue Communications in 1999 to turn
around a several-year decline in overnight stays in the community’s hotels and motels.
The lively campaign LaBrue Communications developed has spread the
Westport message effectively across radio, television, newspapers and magazines and
is the primary reason for the 12 to 17 percent year-over-year increases in tourism
for the past eight years. "We have stretched our budget to include
regional television, online web advertising, radio public service announcements
plus a new color rack brochure." said Leslie Eichner, Executive Director.
6. Quinault Beach Resort and Casino
This first-class seaside resort in Ocean Shores, Washington is owned and operated
by the Quinault Indian Nation. Since it opened in 2004, it has had a series of
marketing firms, management companies and communications campaigns. After
commencing work for the QBR&C, LaBrue Communications has fully implemented
a strong public relations program, new broadcast commercials, new print and outdoor
campaigns that have broken through the usual casino advertising clutter. These efforts
have resulted in an increase of 500 percent in combined hotel
stays, restaurant income and casino drop. What’s more, these achievements were made
with an overall decrease in marketing spending by the resort. “The Quinault Indian
Nation is very happy with the changes, and so am I,” stated Bob Southall, CEO.
7. Massage Envy -- Washington
Introducing a new massage clinic franchise brand into a major media market is a
challenge. Typically, news media do not cover franchisees. With this fundamental
understanding, Arizona-based Massage Envy debuted on Seattle's Eastside with a
combination of special events, radio station promotions, on-air giveaways, van
stops and local newspaper interviews. The results validated our approach with
the best new store introduction in any market in Massage Envy's history. First-day
sales, initial memberships and first month activity all set records. Later, the
momentum was kept with coverage on regional television and additional special
events. "We're really rocking," said Massage Envy franchisee, Rick Davis.