For 12 days coverage of the 2010 Vancouver Winter Olympic Games dominated the news and social media with posts, Tweets, blogs and more about the athletes, the games and the spirit of competition.

Tonight is the Opening Ceremonies for the 2010 Paralympic Winter Games…and coverage has been little to non-existent. But that’s no excuse. If you’re not familiar with the Paralympics or the Paralympians that compete, let me sum it up – living life and achieving their dreams.

I received the following message from the U.S. Olympic Committee today via e-mail and instead of paraphrasing it I’ve decided to include the entire context here.

It’s important for all of us to understand where these athletes come from, their challenges and the amazing sacrifice these individuals made for themselves, their families and our country. And over the next 12 days as they reach for Gold, they need to know that we’re cheering them on. I know I will. I personally wish all the athletes success as they strive to do more than most ever will.  

Three stories. One dream.

Dear Ronele,

The Opening Ceremony for the Vancouver 2010 Paralympic Winter Games begins tonight. For Team USA, these games represent years of endurance and anticipation. Let me introduce three Paralympians who share one inspiring dream.

Alexi Salamone. Adopted from the Ukraine after being born with deformed legs as a result of the Chernobyl nuclear disaster, Alexi just wanted to be like other kids. Wrestling and sled hockey made that possible. Now years later, Alexi has been named to his second U.S. Paralympic Team.

Heath Calhoun. After losing both legs while serving in Iraq as a squad leader for the 101st airborne, Heath learned to ski through the Disabled Sports USA Wounded Warrior Project and the Disabled American Veterans Winter Sports Clinic. Paralympic sport became a critical part of his rehabilitation. His three-year-old son now says, “Daddy, you can run with me again.” Heath has been named to the U.S. Paralymic Team and is honored to be the U.S. Flag Bearer for Opening Ceremonies.

Nikko Landerros. A high school wrestler, Nikko and his best friend were hit by a car in 2007. Both boys lost their legs. Shortly after, Nikko toured the Olympic Training Center, visited with Paralympic ambassadors, and was introduced to sled hockey. Today Nikko is a proud member of the 2010 U.S. Paralympic Sled Hockey Team.

Three stories. One dream.

For the next 12 days, your U.S. Paralympic Team will compete for Gold at the Vancouver 2010 Paralympic Winter Games. Please join us in cheering on the extraordinary athletes who make up Team USA!

Charlie Huebner
Chief of Paralympics
United States Olympic Committee

P.S. Thank you to the many who support Paralympic Sports Programs in 114 communities nationwide. Your generosity enables athletes with disabilities to participate in competition and in life.

What do you get when you invite the entire RKPR team to dinner at a gourmet steakhouse? Five raucous diners willing to try anything on the menu, before and after photos of plates of food, tweets and Facebook posts throughout the meal and more than three hours of good conversation and fun. That’s what went down when we all headed to the new Atlantis Steakhouse to try out the new menu and tour the completely renovated restaurant.

We learned a lot about the Steakhouse, like the fact that it took more than 100 hours to create the menu, from sampling dishes and fine-tuning recipes to designing and proofreading the final version. We also learned that the giant octopus, which was a light fixture on the ceiling of our dining room during its nightclub days, was auctioned off on Ebay to a nightclub in the Midwest.

But perhaps the most important thing we learned was that Atlantis Steakhouse fits perfectly within Reno-Tahoe’s new marketing identity. It’s a “far from expected” dining experience and one that’s sure to alter people’s perception of the casino resort property. As a longtime resident I recall the Purple Parrot days of Atlantis with its traditional coffee shop fare. And that’s what stuck. But our lavish meal has completely changed that perception. So cheers to Atlantis for creating a fantastic dining experience!

Now to the nitty gritty: what did we eat? Here’s a quick list and a few comments about each.

·         Crispy Calamari – Perfectly crisp, just the right amount of salty and a tasty caper dipping sauce

·         Ahi Tuna Tartare – Refreshingly light and very fresh tasting

·         Escargot – If you’ve never had it, try it here first

·         Maine Lobster and Blue Crab Cakes – Red peppers in these give them a bit of a southwestern flair

·         Oysters on the Half Shelf – We downed a dozen and Liz invented Lizsabi sauce, a mixture of wasabi and horseradish, to dress the oysters

·         French Onion Soup – hearty and a good portion size, and the bread and cheese on top were just right

·         Prime Rib and Barley Soup – also hearty and delicious

·         Spinach Salad – prepared tableside with a warm dressing that smelled fantastic

·         Wedge Salad – served in a slight bowl so it’s easier to eat

·         Filet Mignon, 12 oz. – a huge steak, perfectly cooked

·         Colorado Lamb Chops – the best I’ve had in town

·         Prime Rib and Diver Scallops Duet – a serious meal with a giant juicy portion of prime rib and golden seared scallops

·         Trio of Filet – a mountain of tasty with three petite filets, three toppings and mashed potatoes

·         12 oz. Kobe Chopped Steak Burger – probably the size of Emily’s head, juicy, and perhaps the best burger she’ll ever eat

·         Sides including creamed corn with a kick, truffled mac and cheese, sautéed spinach, asparagus and broccolini

·         Almost every dessert on the menu, all of which were phenomenal, including Chocolate Mousse, Cheesecake, Warm Cinnamon Apple Crisp, Bananas Foster, Crème Brulee and Dark Chocolate and Peanut Butter Torte

We highly recommend the Atlantis Steakhouse and when you go, let us know what you had.

This past weekend I was fortunate enough to represent one of our clients at the GBK Celebrity Gift Lounge for the Oscars in Hollywood. Since working at RKPR I’ve definitely assisted with my fair share of events.  However, this event seemed to be quite different than previous ones that I’ve experienced. While I had overwhelming help for the preparation of the event from the RKPR team, it was just me and the client when it came down to the actual event. Travel, event set up, media and celebrity interaction and representation of our product, it was all up to me and our client.    

Prevennia, a dietary supplement that is scientifically proven to block the initiation of breast cell mutation, was the client I was representing. Each celebrity and selected media outlets were gifted with a one year supply of Prevennia, a $550 value. While other event sponsors were promoting fun products including eyelash extensions, skin care lines, clothing, food and beverage products, we were there educating guests about a very important issue that affects everyone in some form or fashion – cell mutation. It is a serious issue and reaching out to the public to insure awareness was much harder than I had anticipated. 

Nearly every Hollywood star and media outlet that visited our booth was totally onboard with what we had to share. They showed genuine and positive interest about learning more and seriously investigating Prevennia for their use.

Comments about passing the word along to loved ones and the product being a GBK Oscar Gift Lounge favorite is what made Prevennia be the talk of the event. With as much time and effort being put forth prior, during and post event, it is such a rewarding feeling to know that RKPR’s efforts may someday change the lives of millions.

Check out our Flickr gallery to see who we met with and what they had to say about Prevennia.      

I still find it funny that there are people out there in the marketing world who just don’t understand the purpose of social marketing and how it can really benefit a business or organization. Just the other day I was at a meeting where I explained our launch strategy into the social media aspect of the campaign, and about 95 percent of the people in the room began to talk about how they “don’t understand the hype of social and why it’s so vital to spend time on this ‘resource.’”

Well let me tell you something, social media is just getting started and it’s here to stay. I explained the importance of strategizing and why some businesses fail and others prevail in social marketing…they still didn’t seem convinced.

These particular social media skeptics are event planners and organizers who are being greatly affected by the economy, forced to make lay-offs and have very little funding for advertising or paying for events.  Their organizations are the ones that would flourish with the help of social marketing.

I continued to explain about the engagement of fans and followers and that if a business is really “doing it right” more than a few hours, daily should be dedicated to social outreach.  It isn’t as simple as posting a comment and then walking away. There is tracking, researching what people are saying about your organization and then creating conversations with them, posting and uploading video and photos, engaging your audience by not just telling them what your mission is, but showing them.

As the meeting continued on and into different items, it was circled back around to social marketing by one of the skeptics, which led me right through the open door to explain how social media would play a crucial role in an event like the one that was being explained. 

I think it was right then, that the 95 percent of skeptics in the room went to about 5 percent. This is a FREE outlet to reach a wide variety of audiences…USE it people, learn it and embrace it!

Several days ago I chuckled at a Tweet from @GrammarGirl that linked to a column outlining a plan to institute a sarcasm mark. “I can get on board with that,” I thought. After all, I use sarcasm regularly in verbal communications and have to hold back on social sites and in e-mails for fear I’ll be misunderstood.

But this column in the USA Today drove home what I was feeling.

We’re becoming overly nice in our online communications, which are increasingly becoming our main form of communication. Exclamation marks and emoticons are becoming ubiquitous, a boon for ridiculously happy people. But that’s not who I am, or many others, and it means that I don’t get a chance to share my full personality with friends. So I say yes, let’s amend our punctuation repertoire to add in a sarcasm mark because our authenticity depends on it.

For more than a year now I’ve been playing on a very competitive kickball and dodgeball team called the Incrediballs. Involved in both the Reno and Sparks leagues, our team has ended its seasons placing anywhere from first to third place. While getting a T-shirt at the end of each season is great (no matter what place you get), the Incrediballs have always been striving for something more. Well we found it! 

On Saturday, Feb. 20 we are playing in the 1st annual Dodging Diabetes Dodgeball Tournament, in support of the Northern Nevada Chapter of JDRF.  Not only are we getting to do something we love, but we are doing it for a great cause. 

Since working at RKPR and dating my boyfriend, Greg (who I happened to meet playing kickball) I have become very familiar with this non-profit organization and this disease that effects the lives of millions. As a pro-bono client of RKPR’s, the Northern Nevada Chapter of JDRF has become one of my favorite clients to help promote. In addition learning about Type 1 diabetes and its impact, I have also learned a great deal from Greg’s dad who has battled Type 1 diabetes since his early 20s. 

You can bet that we, the Incrediballs, are going to give it our all on February 20 and will do what it takes to bring home the gold, in honor of the many families who are fighting against this deadly disease.

At a recent American Marketing Association luncheon Michael Thomas, marketing director at the Reno-Sparks Convention and Visitors Authority, spoke about his organization’s rebranding campaign. I’ve attended several presentations on their process and new brand, including a controversy-stirring RSCVA board meeting, so the bulk of the information wasn’t new to me. However, Thomas geared this talk towards how other companies could go about the rebranding process and provided five tips that anyone can use. They were honest and to-the-point so I’m sharing them here.

·         Research. This seems pretty obvious, but if you don’t know how you’re currently perceived, who your customers are, where you can expand, etc., how will you know where to start?

·         Face uncomfortable truths. No one likes to hear that their pizza tastes bad (ask Dominos), but sometimes you have to own up to the reality of your product before you can move forward with a successful brand.

·         Listen and answers usually follow. People love to share their opinions, and more often than not you can glean some pretty great ideas just by asking questions and listening to what people have to say. Or, don’t even ask questions. Just go to where your customers are and listen to what they’re saying about you or your competitors.

·         Be a first rate version of yourself. If you try to bill yourself as a Lexus when you’re really more of a Toyota Corolla your customer will call you on it. If you’re a Corolla, be the best darn Corolla you can be.

·         Last, emotion trumps logic. Customers may know that it costs less to use a store brand, but they’re emotionally tied to the name brand they’ve grown loyal and emotionally connected to. Appeal to an audience’s emotions and they’ll take note.

Thanks, Michael, for the great tips!

These are my thoughts on the numerous postings and articles about the RSCVA’s new campaign. It was written before the presentation to the RSCVA Board on Sept. 24.

In the course of full disclosure, I personally have not been involved in the new branding initiative.  However, I did work with the RSCVA for close to eight years as part of promoting the area as America’s Adventure Place. Over the last few weeks, I’ve attended two presentations from the RSCVA team about the effort.  Here’s my two cents…take it for what it’s worth.

First the research is solid. 11,000 surveys say loud and clear that Reno is misunderstood. More research showed why people actually come here.  Surprise, they come here because we aren’t afraid to be who we are and for the same reasons we call it home.  Eleven years of declining visitation means our challenges started way before America’s Adventure Place campaign. But that’s not the issue here and the merits for or against that could be debated as well but as of today, that would be living in the past. 

The RSCVA started this process with an RFP–3 local firms and 3 out-of-market firms were selected to present. Mortar, the winning agency based in San Francisco, told our tourism decision makers things they didn’t want to hear but needed to. We needed someone from our primary visitor market to be straight with us. Even more importantly, they “are” our visitors residing in our primary drive market. As the owner of a PR firm, I’m saddened to hear so many people say that the RSCVA shouldn’t have gone out of market because of the talent here. True, we have exceptionally, talented individuals right in our backyard that are noted experts in their respective fields. But I’m also hazarding a guess that they have clients outside the Reno Tahoe area…I know we do.  And if they don’t, what’s stopping them? 

The tagline hasn’t been announced by the RSCVA, but was instead leaked to the media and since then there’s been speculation on the merits of the entire campaign. To judge the success of the entire campaign by a tagline doesn’t even make sense.  RSCVA said they entered the process without ever thinking the tagline would change. But the results and feedback were pointing in a new direction. Seeing the interviews of individual’s perceptions of our area is at times funny but more so eye-opening and at the same time unbelievable. Where we went wrong doesn’t matter.  What does is how to get back on track. Comparing Reno against Vegas isn’t even a fair way to begin. Comparisons are always difficult. You end up comparing your greatest weakness with someone else’s strength. We needed to own our uniqueness, be honest with ourselves and, as I’ve heard the RSCVA say, quit apologizing for who we are.

With the current economic situation, there’s no better time than now to take an inward look at ourselves, and critically, so that we can be up and running when times are good.  Sitting on the sidelines, whining and waiting for the good times is too late.  RSCVA is funded by hotel room taxes and the dollars spent to date needs to be looked at as an investment. It’s a small price that could be easily recouped after 30 sold out lodging nights…give or take. Those sold out nights translate to more than just room tax dollars. It means food, drink, entertainment, gaming, gas, etc.  Talk about a positive impact. 

As far as all this speculation on if the tagline is good or bad and what the ads look like, it’s all premature. Branding is not a tagline, new logo or advertisement.  It’s so much more.  From the responses I’ve been reading to the articles and editorials, it’s all being done without the benefit of seeing the complete picture. It’s shiny object syndrome at its finest.    

Is this campaign it?  I don’t know and we won’t know for some time. But I’m willing to give it time and see where it leads. Personally, I’m ecstatic that the RSCVA is doing something instead of sitting around and waiting.  If they were, I’m sure they’d be criticized for playing it safe and not reacting.