volume 26, issue 1 | The Silver Edition
Inside this issue 4 | Three-Lane Merger
By Pasquale Trozzolo
Going All In
5 | Fit to a “T”
D
6 | The Fine Print 7 | Work Well Done 12 | The Passing Lane Angelo Trozzolo
13 | Victory Lap Gee Whiz, We’re Honored
uring our first year, we
I knew that I
ran into a lot of obstacles,
was completely
including running out of
in. That day
money. Everything was tied
taught me that
up in the business. One morning, a
sometimes
printing invoice arrived that was more
your last penny
than 60 days past due. I rummaged
is also your
through my desk and found what I had
luckiest. Pasquale Trozzolo
been saving for such an occasion – a
14 | Fun From Day One Giving Thanks is Giving Back 15 | Listen to Your Mother
Want to see more? Download the Layar app to your smartphone. When you see the Layar icon, open the app, hover your phone over the page and press “Scan.”
Strategy and discipline. Talent and inspiration. Integration and engagement. And an approach that helps businesses and people grow. That’s Trozzolo. A partner. A place to prosper. A Kansas City expert. Where advertising, branding, public relations and digital blend to motivate markets without bias toward media or method. Where messages are amplified. And progress becomes the norm.
© 2014 Trozzolo.com
Moving the Needle
816.842.8111
paper check that could be drawn against
Betting
my MasterCard account.
the Farm
I drove across town to speak with
When I think of opportunities I’ve
the printer, a man named Cliff Johnson,
had to celebrate, the day I spent my
and gave him the check in the full amount
last penny is among the ones that
due. He noticed it wasn’t the normal
make me most proud. Since then, when
business check, and he asked why. I
someone asks me for advice about
explained that while money was tight,
starting a business, I refer to the “all
I promised that he’d never have to worry
in” requirement.
about getting paid. “It might not be
I caution people: You could probably
the day you want it but I’ll never let a
start a business and save money or keep
payment go past 90 days.” Cliff looked
a reserve fund that makes sure you don’t
me in the eye and said, “I know you’re
really bet the farm. But one of the keys
good for it and I can wait.”
to success is getting to the point where
I was deeply grateful for that
you’re willing to spend your last penny.
kindness. I still am. However,
You find out what you’re made of and
appreciation wasn’t my only emotion.
what you’re worth in the process.
Instead of feeling like, “Oh no, I just
There’s that feeling of being totally in,
spent my last penny, we’re broke and
of knowing you’ve made a high-stakes
this is bad,” I celebrated that moment.
bet, and the consequences are enormous –
It was an exhilarating feeling. Not only
there’s nothing more exhilarating. I
because it was the right thing to do,
suspect that many people who’ve been
but also because at that very moment
to the edge would tell you the same.
I’ve built this business with my family, had the fortune to call so many of my associates family and been able to work with a great team along the way.
A Seat at the Table
Kansas City is a great place to start a
their time, and that generosity creates better
Experiencing risk, facing obstacles, overcoming
business. In other places you may need big
communities. Success is applauded, not
challenges, making mistakes – that’s what
money, but here you can get started with a
belittled or envied. It’s exactly the sort of
startups are all about. You learn more from
couple hundred dollars. Not only that, if you
environment that makes spending your last
failure than from success. And there’s a lot to
start a business in Kansas City, you’ll have
penny the smartest bet you’ll every make.
learn from each other, too.
fans. And friends you can talk with. When I
Long before entrepreneurship was so widely endorsed, and before that particular
Twenty-five years ago, I did just that.
started, I called a lot of people and asked for
I went all in. The investment has been
advice. I can’t remember anyone ever saying no.
returned to me a hundredfold, and in so many ways. I’ve built this business with my
ecosystem became what it is it today, the general consensus was “What?! You quit your job? You
Quarter of a Century
family, had the fortune to call so many of
have a house and kids and you’re not incredibly
Maybe this healthy small business atmosphere
my associates family and been able to work
wealthy. Why are you doing this?” Now, the
is due to those strong Midwestern values.
with a great team along the way.
response is more typically “That’s so cool!”
People work hard. They’re generous with
A very lucky penny, indeed.
4
Volume 26 | Issue 1 Ge t it. Toge ther.
Three-l ane Merger
I
n business, risk and growth can be certain allies. For companies to continue developing and stand out in the market, they have to think ahead. Mergers and acquisitions are one way to outmaneuver the competition and enhance capabilities. Since our beginning, we’ve recognized that in order to be the best, you have to team up with the best, too.
Right on Time In 2002, the face of marketing and public relations was changing fast. One Kansas City firm, Blades & Associates, had a reputation for building brands through public relations. At the time, Trozzolo had a reputation, too – for owned media and assured marketing. With marketing communications practices converging online, clients needed excellent marketing and public relations coupled with a consistent, creative voice. Having met through the Greater Kansas City Chamber of Commerce, Becky Blades and Pasquale Trozzolo found it was difficult to avoid a “what if” conversation. The timing was right. The personalities were right. And the decision was remarkably easy. “It’s been more than a decade since the merger,” said Blades, “and I still consider it one of the smartest business decisions I’ve made.” Blades & Associates merged with Trozzolo Creative in 2003 to form Trozzolo Communications Group. Blades closed its Overland Park office and the employees took over a new floor at Trozzolo’s downtown office.
It used to be understood that PR and advertising would only occasionally collaborate, not consolidate. The unusual move to combine the two proved to be successful. We surprised people again when we joined forces with a national healthcare marketing firm
1989
Fit To a “T”
five years later.
And then
If you ask someone about the economy in 2008, words like “recession” and “crisis” usually come up. But if you ask us, you’ll hear, “That’s when Prairie Dog joined us; that was a great year.” With investments in the healthcare marketing category paying off in the form of
1999
Clean Bill of Health
a growing national client list, it was a smart time for founders Phil Smith and Jerry
Merged with
Hobbs to test the waters. Fortunately for all involved, Teri Rogers, owner of production “It was clear from the start Pasquale was a very shrewd businessman, and I trusted him instantly. He tutored me in the basics of our P&L statement, pointing out sides to Prairie Dog I hadn’t realized,” said Smith. “From the start it looked like a clever union,
2003
company Hint, introduced Phil to Pasquale.
and six years later, the merger has proven to be a win-win.” With that strong momentum moving us forward and the stars aligned for
Which Became
as Corporate Communications Group. Happenstance Having known each other through business circles for a number of years, David
2005
opportunity, another merger was signed a few months later with a business known
Westbrook, founder of CCG, considered Pasquale and Trozzolo Communications
Merged With
Group “respectful competitors” in the PR business. That respect eventually led to an “When you have a relatively small firm, you have to make decisions about growth and you have to enlarge your risk to enlarge the reward,” said Westbrook. “With an office lease coming due and an opportunity for personal change arising with Children’s Mercy
2008
opportunity for both businesses in September 2008.
Hospital, I was happy to start a discussion with Pasquale about my transition plans. “You know, there’s an awful lot of lip service paid to strategy and usually, it’s
Happily Ever After
followed by a list of tactics,” Westbrook continued. “I could tell by the way Trozzolo acquitted itself to assignments that there was real strategic thought that preceded each of those assignments and I admired that very much. There were no smoke and mirrors
Cruise Control Challenging the standard thought of what a small agency can be (and do) means taking risks and, in our case, finding the right people to grow with you. And, in case you haven’t heard, around here we don’t just take the road less traveled; we strap in, rev the engines and leave our fears in the dust. And it has made all the difference.
2011
either, and that spoke to the character of the business. And the timing was great.”
6
Volume 26 | Issue 1 Ge t it. Toge ther.
The Fine Print
A
lpine Litho-Graphics owner Cliff Johnson credits Kansas City for keeping his printing business up-to-date. “Kansas City is a very educated printing market, which forces us to be on the cutting edge relative to technology and processes. That’s a good thing
for our customers and for us,” Johnson said. “The business community is also friendly and loyal, and we’ve been doing business with a lot of people since the beginning. They’re not just customers, they’re friends.” Among those friends is Trozzolo Communications Group, and it’s a relationship that extends to both businesses’ beginnings. Alpine opened in March 1988, a little more than a year earlier than Trozzolo. “I knocked on their door and spoke with Pasquale. We were new and searching for customers, and so were they.” “Back then Trozzolo was primarily in the newsletter publishing business,” said Johnson. The first project Alpine and Trozzolo created together was the Transaction newsletter, which was printed in October 1989. The partnership between Pasquale and Cliff’s businesses led to a friendship forged on the racetrack. “Pasquale knew that I raced sports cars with the Sports Car Club of America and he always seemed interested. I set him up with a driving school at a racetrack in Hallett, Oklahoma. He did great and really enjoyed it. He was ‘Rookie of the Year’ his first year racing.”
I think we work well as a team when stretching the limits relative to design, budget and deadlines. Whether it’s racing toward deadlines or finish lines, the work shared between Trozzolo and Alpine Litho-Graphics has proven, time and time again, to be mutually beneficial. “We like the challenges the Trozzolo crew throws our way. I think we work well as a team when stretching the limits relative to design, budget and deadlines.” With friends like these, it’s always a win.
Abington Fitness/Country Club • Accordia Benefits • ACME Brass Custom Plating • ACME Dock Specialists • The Ad Club • A.D. Jacobson Holding Co. • ADA Badminton and Tennis • AdamsGabbert • Advantage Health • AFBA • Alan Bauman, M.D. • Alarm Central • Albers Medical Pharmacy • Alex’s Lemonade Stand • Alexander R. Masson, Inc. • All Nations Flag Co. • Allegent Partners • Allen Press • Alliance Benefit Group • Allstar Plumbing • Alltype Fire Protection • Alphapointe • Alternative Energy Sources • Ambassador Foods • American Academy of Family Physicians • American Academy of Family Physicians Foundation • American Cancer Society • American Capital • American Century Investments • American Council for an Energy-Efficient Economy (ACEEE) • American Express Financial • American Investors • American Italian Pasta Company • American Red Cross • American Royal Association • American Trailer & Storage • American West Medical • Anchorage Daily News • Angel Flight Central • Anne Arundel Medical Center • APIC • Applebee’s • ARG Contracting, LLC • ARO • Arthur J. Gallagher & Co. • Arttogogo • ASIS • Associated Mechanical • Assurant Employee Benefits • Athletixnation.com • The Augusta Chronicle • Avila University • Avlex Corporation • Axcet HR Solutions • Axel Americas, LLC • Azur Pharma LTD • The Baggerie • Baker-Smith Sheet Metal Inc. • Bakersfield Californian • Balanced Literacy • Bank of Blue Valley • Baptist Health • Baptist Healthcare System • Bartlett & West Engineers • Bay Industries • Bayer • B.E. Smith, Inc. • Belleville News-Democrat • Benjamin Franklin Plumbing Franchise • Berkowitz Oliver Williams Shaw & Eisenbrandt LLP • Bernstein-Rein Advertising • Better Life Technology • Beyond Credentials
• Big Bob’s Flooring Outlets of America • Big Brothers Big Sisters •
BigIdeaCamp • Billings Clinic • BioSante Pharmaceuticals • Birch Telecom • Bishop Spencer Place • Black & Veatch • Blish-Mize Co. • Block & Company • Block Financial • Blood Assurance Inc. • Blood Bank of Hawaii • Blue Cross Blue Shield • BMA (Bill Brown) • BMA Group Brokers • Bob Hamilton Plumbing • Bode Technology Group • Boone Hospital Center • Boulevard Brewing Company • Boyd Brown Stude & Cambern • Bradenton Herald • Brookridge Country Club • Brookstone Apartments • Brown & James • Browning-Ferris Industries • Brunson Instrument Company • Bryan Cave LLP • Buffalo Funds • Burke, Swerdling & Associates • Burnett Burn Center • Business Matters • Butler Manufacturing • CADD Concepts • Camp Fire USA • Camp Street Journal • Capital Electric • Capital Region Medical Center • Capital Regional Medical Center • CARCOM • Card Em • Cardiovascular Consultants, Inc. • Career Education Corporation • Career Services Group • CareStaf of Kansas City • Carma • Carondelet Health • Catholic Charities of Kansas City - St. Joseph • Catholic Charities of Northeast Kansas • Catholic Diocese of Kansas City - St. Joseph • Cathy Jolly • Cavanaugh & Associates • Cavern Technologies • Caymus Real Estate LLC • CBIZ • Celsius Tannery • Centek • Center for Management Assistance • CenterPoint Properties • Central City School Fund • Centre Daily Times • Centurions • Century Computer Consultants • Cerner • CGB Resources • Chapel Hill Country Club • Charlotte Observer • Chelepis & Associates • Cheney Construction • Chesapeake Energy Corporation • Children’s Mercy Hospital • Christian Foundation for Children and Aging • Christiana Care Health System • CHRISTUS Continuing Care • CHRISTUS St. Michael Health System • Chuy’s • Cirque du Soleil – Quidam • Citibank • Citrix Systems Inc. • City Center Square • City of Kansas City, Missouri • City of Mission Hills, Kansas • City of Olathe, Kansas • City of Overland Park, Kansas • City of Parkville, Missouri • City of Riverside, Missouri • Cityscape Residential • Clay County, Missouri • Cleveland Jewish News • Clinical Reference Laboratory • Club at Middle Creek • CNN Radio • Coalition for Community Collaboration • Cobalt Ventures • Cohen-Esrey • Coleman Industrial Construction • College Epons, Inc. • College Goal Sunday • Color Art Office Interiors • Columbia Overland Park Medical Center • Columbus Ledger-Enquirer • Com-Dez • Commerce Bank • Committee for a Healthy Future • Community Bankers Association of Kansas • Community Blood Center Management • Community of Christ • CommunityAmerica Credit Union • Company Kitchen • Concepts for Business • Concerned Care • Consolidated Holdings, Inc. • Contacts Influential • Control Service Company • Controlled Environment Products • Cooley Dickinson Hospital • Copaken Brooks • Corona Ideas • Cosentino’s • Craft Fridkin & Rhyne L.L.C. • Creative Computer Concepts • Creative Marketing Programs • Creative Planning • Creighton University • Crowley Furniture Company • Curry Industries • D’Arcy & Associates • DATACORE • Defined Benefits/Rodwan & Nichols • DeLaSalle Education Center • Della Lamb Community Services • Delta Blood Bank • Dentons US LLP • Design Build Team • Dinan Real Estate Advisors Inc. • Dissolution Technologies • Diversified Metal Fabricators • DLT Transportation • Dollar, Burns & Becker, L.C. • Dollins Tool, Inc. • Douglas R. Peete & Associates • Downtown Arena Design Team • Downtown Council • Drisko, Fee & Parkins, P.C. • DST Realty/Kirkwood • DST Systems, Inc. • Dubuis Health System • DXD Sports • E-TYMS L.C. • Early Childhood Care & Education • Economic Development Corporation of Kansas City • EFL Associates • eHealthAlign • Electrical Corporation of America • Ellerbe Becket Inc. • Elmhurst Memorial Healthcare • EMG Laboratory • Environmental Institute for Golf • Environmental Mechanical Contractors • EnviroWaste Management Institute of America • Episcopal Diocese of Kansas • The Epoch Group • EPR Properties • Erps Eurocars • ETS Worldwide Conferencing • Euroline Furniture • Ewing Marion Kauffman Foundation • Excela Health • Executive Communications Services • Executive Trajectory • Expedia, Inc. • Eye Care Council • The Fagan Company • The Fagan Kidd Group • Fairbanks Scales • Family Features • Family Matters KC • Family Vision • Faultless Linen • Federated Rural Electric Insurance Exchange • Ferrel’s Hallmark • Ferrellgas • Fike Corporation • First Community Bank • First Federal Bank • First Kansas Federal Savings • FirstGuard Health Plan • Fisher & Phillips • Fisher Patterson Sayler & Smith • Fixtures Unlimited • Flaspohler-Rose • Florida Hospital Association • Florida Powerboat Club • Focus, Inc. • For Women Only • Forest Hills Country Club • Fort Worth Star-Telegram • FP1 Strategies • Freeman Health System • Freightquote • Fremont Area Medical Center • Fresh As A Daisy • Friskies • Garden Grove Hospital • Gaslight Grill • GENESYS Systems Integrator • Geodirect/Geographics • Gerald
Work Well Done
Jones Co. • Gift Card Impressions • Glitters Jewelry • GlynnDevins Marketing • Golden Valley Memorial Hospital • Gould Evans • Great Plains Alliance for Clean Energy • Great Plains Trust • Greater Kansas City Chamber of Commerce • Greater Kansas City Community Foundation • Greater Kansas City Public Achievement • GreenEarth Cleaning • Greenies • The Groves • GT Enterprises Inc. • Guthrie Health • Hall Family Foundation • Hallbrook Country Club • Hallmark Cards • Hames Financial Group • Hanna Rubber Company • Harrisonville Area Chamber of Commerce • Harry S. Truman Presidential Library and Museum • Hartsook Companies, Inc. • Hawai’i Pacific Health • Hays Medical Center • HCA • HCA East Florida Division • HCA Far West Division • HCA Midwest • HCA South Atlantic Division • Head & Neck Surgical Associates • HeadsUp Foundation for PCS • Health Care Foundation of Greater Kansas City • HealthNet • HealthONE • Heartland Bank • Heartland Foundation • Heartland Tractor • Heavy Constructors Association • Hedges Electric • Heiman Development Co. • Helzberg Diamonds • Henry Wurst • Hermes Landscaping • Heubel Material Handling • Hines • HNTB • Hockenbergs • Hoopla Holdings LLC • Hoops, Inc. • Hoovers Audio Visual • Horizon Academy • Hotspot Interactive • Hovey, Williams, Timmons & Collins • Howard Memorial Hospital • Hoxworth Blood Center • HRS Erase, Inc. • Huron Regional Medical Center • ICOP Digital • Idaho Statesman • Image Impact Inc. • IMC-Restaurant • Independence Public School District • Infinity Foils, Inc. • Info-Data Services, Inc. • Innovative Material Systems • Insight Schools, Inc. • InStore Design Display • Interface Systems Inc. • International Medical Electric • International Relations Council • IRA • Island Packet/Beaufort Gazette • ISUP • Jack Cooper Transport • Jackson County Parks + Rec • James B. Nutter & Co. • J.D. Reece
• JDRF
• JE Dunn • Jeremy Franklin Suzuki • Jewell Baker Zander • Jewish
Community Foundation of Greater Kansas City • J.M. Fahey Construction Company • John Hummel • Johnson County Development Supports • Johnson County Park &
Across the Board. Across the Y e ars.
Recreation District • Jones & Company • J.P. Mann Construction • Kansas Board of Regents • The Kansas City Agency • Kansas City Area Development Council • Kansas City Art Institute • Kansas City Aviation Department • Kansas City Board of Election Commissioners • Kansas City Board of Public Utilities • Kansas City Business Journal • Kansas City Cat Clinic • Kansas City Chiefs Football Club • Kansas City Country Club • Kansas City Dermatology • Kansas City Life Insurance Company • Kansas City Metropolitan Bar Association • Kansas City Neighborhood Alliance • Kansas City Neighborhood Alliance • Kansas City Public Library • Kansas City Repertory Theatre • Kansas City Sports Commission • Kansas City Star • Kansas City Women’s Clinic • Kansas City Young Audiences • Kansas City Zoo • Kansas City, Kansas Public Schools • Kansas City, Missouri Public Schools • Kansas Commission on Judicial Performance • Kansas Corporation Commission • Kansas Department of Transportation • Kansas Health Institute • Kansas Highway Patrol • Kansas Real Estate Commission • Kansas Speedway • Kansas Traffic Safety Resource Office • KC Radio Broadcasters Association • KC Weddings • KCIY 106.5 Radio • KCMC • Kemper Museum of Contemporary Art • Kendallwood • Kevin Sink Photography • King’s Daughters Hospital • Kingswood Manor • Kit Pagoria Incentives, Inc. • KMBC-TV • Knoblock’s Prairie Ranch • Koch Supplies Inc. • Kross Office Outfitters • KS&F Development • KSL Fairways • KSMO • KU Edwards Campus • KU Endowment • KU School of Education • La Petite Academy • Lacy & Company • Lakewood Ripples • Lancaster General • LandaJob • Landmark Legal Foundation • Lang Shared Services Center • Langley Optical • Laser Equipment, Inc. • LaserCycle • Latham & Watkins • Lathrop & Gage LP • Lawn Master Systems • Leadership 2000 • LEF Industries • Let’s Dish • Lewer Agency • Lexus • Life Care Center of Overland Park • Life Options Institute • LIGHT House • Lockton Companies • Locust Street Securities • Los Alamitos Medical Center • Lucas Automotive • LuLuBell the Clown • Macon Telegraph • Maggie Moo’s • Main Line Health • Mango Moving • Manning Construction Co. • MARC • Marcus Allen Broadway Ford • Marillac • Marshalltown Medical & Surgical Center • Martin Marietta • Marwood Sales, Inc. • Mary Washington Healthcare • Maxon America • Mayer Hoffman McCann P.C. • McCownGordon Construction • McDowell, Rice, Smith & Buchanan • McGuire Mortgage Co. • McMurray Music Center • MD Management, Inc. • MedCash Health Systems • MediCorp • Memorial Hospital • Menorah Medical Center • Mental Health Association • Mercy Medical Center – Sioux City • Meridian • Metro Health • Metropolitan Kansas City Performing Arts Center • Metzler Brothers Insurance • Miami Herald • Mid America Mortgage • Mid-America Leukemia & Lymphoma Society • MidAmerica Neuroscience Institute • Midwest & Mountain Dental • Midwest Dairy Association • Midwest Line Health • Midwest Mechanical Contractors
• Midwest Titans • Midwest Transplant Network • Miller Travel • Minority Supplier Council • Mission MedVet • Missouri AfterSchool Network • Missouri Bank • Missouri Credit Union •
Missouri Department of Transportation • Missouri Independent Bankers Association • Missouri Lawyers Media • Missouri MPP Corporation • Missouri Western State University • MO State Medical Association • Montague Marketing Group • MOREnet • MTW Solutions • Mueller Pups • MULTIVAC • Murray Company • MW Builders • Myers Staffer LC • NABC • NAIA • National Advisors Trust • National Association of Insurance Commissioners • National Center For Drug Free Sport • The National Center for Fathering • National EYEPA Coalition • National Imaging Associates • National Kidney Foundation • National Portable Storage Association • National Registered Agents, Inc. • National Rural Health Association • National Seminars Training • National Starch and Chemical Co. • Native Sons and Daughters of Greater Kansas City • Neighborhood Housing Survey • Neighbors Construction • Network of CBJ • New England Financial • New Hanover Regional MC • New Letters • New Molecular Entities • The New Teacher Project • Newhouse Shelter • NIA • NIC • Niles Home for Children • NIS • NOCSAE • Nonprofit Leadership Alliance (American Humanics) • North American Safety Valve • Northbay Healthcare • Northern Berkshire Healthcare • Northwestern Memorial Hospital • Novation • NRCCUA • Nueterra Healthcare • O’Brien • O’Byrne & Associates • Occu-Tec • O’Dell Service • Olathe Unified School District • Oncimmune USA, LLC • One Hour Air Conditioning • Oppenheimer • Opus National, L.L.C. • Opus Northwest • Orbis Biosciences, Inc. • Ottawa University • Our Lady/Blessed Sacrament Church • Overland Park Chamber of Commerce • Padgett Instruments • Pahor Air Conditioning, Inc. • Paolini Garment Company • Papa Murphy’s • PAS Technologies • Pathways Community Health • Pattie A. Clay Regional Medical Center • Paul Lerner & Associates • Paulsen Communications • Payless Cashways • PE4life • Perfect Commerce, Inc. • Peterson Physical Therapy • Pfizer, Inc. • Physicians Reference Laboratory • Pioneer Press • PKR Foundation • Planters Seed and Spice Company • Plexus Resource Group • Polsinelli • Port Authority of Kansas City, Missouri • Power Group Companies • Preco Inc. • Preferred Health Professionals • Preferred Physicians Medical • Premium Financial Specialists • Presbyterian Health • Presbyterian/St. Luke’s Medical Center • Primedia • Progressive Communication Products • Project Warmth Advisory Committee • Purdue University • Quest Diaognostics • Radio for Grown-Ups • Ralph E. Lewis II • Ransom Memorial Hospital • Raphael Hotel Group • Ravenna Remolding • Read Across America Day • Reece & Nichols • Regulatory/Clinical Consultants, Inc. • Reliance Label Solutions, Inc. • Renown Health • Resource Real Estate Inc. • The Resources Group • Retail Gift Card Association • REW Acoustics • Rex Healthcare • R. H. Johnson Company • Rhode Island Blood Center • Ripple Glass LLC • RiteMade • River City Investments • RJO Biologicals Inc. • Roach Bankruptcy Center LLC • Roanoke Times • The Roasterie • Rock Hill Herald • Rock River Valley Blood Center • Rockhurst University • Rocky Mountain Hospital For Children • Ronald McDonald House Charities of Kansas City • Rose Brooks Center • Rose Design Build, Inc. • The Rose Group • Rosemann & Associates, P.C. • Rotobrush International LLC • Ruskin Air & Sound Control • Rusty Eck Ford • Ruth Burke & Associates, Inc. • Sabates Eye Centers • Saepio • Saint Agnes Medical Center • Saint Luke’s Health System • Saint Paul School of Theology • Salem Health • San Joaquin Community Hospital • SAVE, Inc. • Scan American Corporation • Sceptor Industries Inc. • Scholastic Photography • Schultz Electric • Scrape the Plate • se 2 • Secure Network Group • Security Benefit • Security Savings Bank • See The Trainer • Segway Experience of Kansas City • Shawnee Mission Medical Center • Shenandoah University • Shick Tube-Veyor Corporation • Shoal Creek Golf Club • Shook, Hardy & Bacon • Signature Landscape •
1999 1989
robert d. O’Byrne and Associates Client No. 001 was a tough negotiator but we consider it a bargain – it’s how we got our start.
1995
SIRAS NORTH CENTRAL, INC. • SKC Electric • SKii • The Sly James Firm • Smith & Loveless Inc. • Smurfit-Stone Container Corporation • Soave Enterprises • Solar Link Technologies • Soloman Corporation • South & Associates, PC • Southern Illinois Healthcare • Sparrow Health System • Spectrum Vision Systems • Spencer Fane Britt & Browne LLP • Spencer Reed Group, LLC • Spofford • Sports Car Club of America • Sprint Center • St. Anthony’s Medical Center • St. David’s Healthcare • St. Elizabeth Medical Center • St. Helena Hospital • St. Joseph Chamber of Commerce • St. Joseph Medical Center • St. Joseph Medical Center Foundation • St. Joseph’s Hospital and Medical Center • St. Mary’s Medical Center • St. Teresa’s Academy • St. Thomas More Parish • Star Equit y Funding •
Ronald McDonald House Charities of Kansas City Throughout our long relationship with Ronald McDonald House Charities of Kansas City, we’ve produced newsletters, campaigns and much more. Its mission to keep families together during difficult times is one we admire.
Ho pe is Str on ge r at Ho me
Letter From the Presiden t
One Goal
Dear Friends,
Greetings! As the new boar d president, I thought I’d take a minute to share a little information about our boar d and what we’re trying to accomplish. All 21 board members took different paths to get here, which gives us a dive set of experien rse ces and expe rtise to draw from. Some of us have had loved ones stay as gues ts at one of the Kansas Houses and City know too well the special needs and fear s of a family in crisi s. Some of us have worked for one of the organiza tions in Kansas City with strong ties to Ronald McD onald Curtis Land herr House Charitie s of Kansas City. Some have family ties to the charity that literally generations. span And others have come to the charity as “new bies” with
SPRING
Comfort fo
Keeping a Fa
T
2014
r the Broke
mily Togethe
nhearted
r When It Ma
he Garcia fam ily has had its share of Cinthya and broken hear Victor Garcia’s ts. Literally children – . All three of were born with Fernando, a hear t defe 4, Dav id, 3, especially tryi ct called aort and Mar ie, ng for the fam al stenosis. 2– ily. Fernando’s “Fernando w case has been as diagnosed when he was June to repa 2. He had hi ir his aorta,” s fir said his mot st open-heart had two hear her, Cinthya surgery this t attacks and . Sin past ce the first su three addition “During his rger y, Fernan al surgeries. four th surg do has ery, doctors think was po were able to ssible before repair his left ,” said Cinth he would have artery, whic ya. “ This was h required a they a miracle be didn’t transplant, handle one cause if they and the doct more surgery.” didn’t fix it, ors thought his hear t wou Because of the complex ldn’t be able ity of Fernand to doctors and o’s condition lifesaving proc , he needed edures that Kan. They to be close were unavaila sought the to the kind of care of the ble near the didn’t know experts at Chil Garcias’ hom how they wou dren’s Mercy e in Liberal, ld keep the Hospital in because the fam ily Kan other children together. This sas City, but , who was crucial suffer from for the Gar the same illne cias, ss as Fernando, needed thei r parents nearby as well . Fortunately, they found a home away from home at Ronald McDonald House Cha rities of Kan
tters Most
Kansas City, Kansas Public Schools’ Just Read Program Good campaigns get results. Students in this district took the Just Read challenge to read a million books annually and read more than 3 million books in just one year.
2005 2004
Boulevard Brewing Company Keeping distributors looped in is good business. Boulevard crafted the beer and we drafted the message for their vendor newsletter.
Port Authority of Kansas City, Missouri Kansas City got its start as a river town, and it’s a history that the Port Authority is proud to keep repeating with vibrant commerce and expanded civic responsibilities.
Kansas City, Missouri Public Schools More than a decade after its creation, the distinctive Kansas City Public Schools logo continues to represent the students, staff and administrators who think outside the box and reach for the stars.
2007
2000
Starlight Theatre • The State • Stinson, Mag & Fizzell • Stockholder’s Forum • Stormont-Vail HealthCare • Success Group International • Summerfest • Summit Eye Associates • Sun Publications, Inc. • SwedishAmerican Hospital • Swope Communit y Builders • Swope Parkway Health Center • Sys-tek • Talon Concrete and Aggregates • Tam O’Shanter Club • Target Insurance Services, Inc. • TCI North Central • Teague Electric • Tech Systems Inc. • Tenenbaum-Hill
The Chiefs’ Arrowhead Stadium Be loud? Not a problem for the Kansas City Chiefs and their fans. When the Chiefs needed to spread the message about Arrowhead Stadium improvements, they needed to be clear, so they called us.
2008
Sprint Center The Sprint Center’s first year called for a standing ovation. The rightfully named Encore commemorative program for founders and early members reflected on the stories and imagery of an amazing inaugural year.
ewing marion Kauffman Foundation When the Kauffman Foundation helped bring Google Fiber to Kansas City, they asked us to develop a strategy to share the news and a message that thrilled. OMG!
2013
2011
• Tension Envelope Corporation • Terracon Consulting Engineers and Scientists • Terry Binns Skincare • Tex as Institute for Surgery • That Polished Touch • ThinkRisk Underwriting Agency • Tiffany & Co. • Tim Clark Management • Time Trace Homes Association • Times Communit y News • Tomspoolery • Tortoise Capital Advisors, LLC • TouchNet • Tower Properties • Townsend Place Condominiums • TransPar • TranSystems Corporation • Travels With Lola • Tri-Cit y Herald • Tritech Consulting • Triumph Foods • Trover Health System • Truitt, Gary & Kay • The Trust Company • Tulane Medical Center • Twin Financial • T yrell-Bessenbacher Co. • UEI Group • Ukiah Valley Medical Center • Union Bank • United Services Communit y Action Agency • United Way • United Way of W yandotte Count y
Sunrise Children’s Hospital We used our heads to create this award-winning creative campaign. Our head, shoulders, knees and toes, that is.
• Unit y H The Upper Variform • Wallac Firm • Wi Health Ca
2013
Freightquote Freightquote needed to ramp up their recruitment. They wanted a message that would make people listen. To which we replied, &*$! yeah, we can help!
Sports Car club of America Competition never pulls over. When the largest amateur racing association in North America asked us to help them accelerate membership, we took the wheel and helped drive retention, revenue and new member totals upward.
2014
2013
Health System • Universal Manufacturing • Universal Underwriters Insurance Company • Universit y HealthSystem Consortium • Universit y of Connecticut Health Center • University of Saint Mary • r Room • Urban Youth Leadership Academy • U.S. Engineering • USBA • Valenica Group/Hotel Sorella • Validit y Screening Solutions • Valley View Bancshares • Vance Brothers • Vantix Diagnostics • • Verizon Wireless • Villa Medici Apartments • Village Presbyterian Church • Virginia Village • The Virginian-Pilot • Visitation Parish • Visual Tool • Vitalograph • VITEC • Wachter • Wagner Logistics ace Saunders • Walton Construction • Ward Parkway Travel • Warden Grier, LLP • Wayside Waifs • Western Blue Print • Western Missouri Medical Center • Westminster Christian Academy • Whitehead Law ichita Eagle • William Jewell College • The Winbury Group • Winterset Park • Wolferman’s • Women’s Foundation of Greater Kansas Cit y • The Woodlands • Woodley Building Maintenance • Wornall are Center • W yandotte Count y Public Health Department • Yellow Freight System, Inc. • YMCA • Youth Volunteer Corps of Greater Kansas Cit y • YouthFriends • Y WCA • Z-International, Inc. • Ze Jolie
Copaken Brooks New brand, new look, new possibilities. Copaken Brooks needed modernized rebranding and business essentials with curb appeal. Sold.
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Volume 26 | Issue 1 Ge t it. Toge ther.
The Passing Lane
By Angelo Trozzolo
A Well-Rounded Company
Y
ou have likely heard the old saying, “work on the business, not in the business.” It’s one of the many
things business owners I know struggle with day in and
day out. Finding time to assess opportunities and think
about your next move is not easy when you’re dealing with clients, employees, vendors and your son’s baseball games. As we look back at the first 25 years of Trozzolo Communications Group, “the future” is a hot topic around our shop. We have the same issue of working on versus in the business. Even just
Angelo Trozzolo
wondering what the future of advertising will be can take some time (go ahead and Google it – you’ll find literally more than a billion entries). By reflecting on what has made us successful over the years, I’ve come to realize that we have some of the best jobs in the world. No, it’s not because we have beer on tap and work in a cool downtown building, or even because we get to create TV commercials. It is because we get to work on other people’s businesses. For 25 years, we’ve made it a point to understand how businesses work. We learn how our clients make and spend money, how their services or products work and what their customers’ greatest needs are. Doing so gives us views of our clients on macro and micro levels. We think about their business – not just what kind of marketing campaign they need from us. After the strategy is developed, we move on to executing it, or working in the business. In this regard, we have public relations specialists, copywriters, art directors, Web programmers, SEO experts, social media gurus, research analysts and more to make sure we’re working in the business in the best ways possible.
Developing strategies that make businesses successful leads to an even greater Kansas City. Being able to work on and in our clients’ businesses is what makes us well rounded. We’re not for everyone, and we’re upfront about that. For us, it’s not just a logo; it’s everything that logo represents – its past, present and future. It’s not just a website; it’s how that site helps transform the company’s bottom line. It’s not just new messaging; it’s ingraining that messaging into everything and everyone the company touches. Developing strategies that make businesses successful leads to an even greater Kansas City. And that’s what gets me up in the morning.
Gee Whiz, We’re Honored
Victory Lap
We have a favorite old Italian saying around here: “Tell me who you go with, and I’ll tell you who you are.” After being recognized among the 2014 Top 10 Small Businesses of the Year by the Greater
C
Kansas City Chamber of Commerce, we hief of staff, creative services manager, executive vice president, account manager and business services manager – there aren’t many people at
believe the saying rings as true as ever. “We’re happy to live and work in a
Trozzolo, or anywhere else, who can list all these positions on their résumé.
city where entrepreneurship
Vicki Elliott Stofer can. Vicki has been a part of the Trozzolo team since
is embraced and
May 1, 1989. That’s day one, if you’re keeping track. “I was working as a sales associate for Pasquale at Tenenbaum-Hill when he came into
energetic. Each of these small
my office and explained that he’d made a decision to leave the corporate world and become
businesses has
an entrepreneur,” she said. “He asked if I would consider joining him.” Sort of like Jerry
made a big impact
Maguire, without the yelling or the goldfish.
on our community
The decision was a no-brainer. Initially, Vicki helped run internal and staff operations.
and our economy,”
“In those first couple years, we used PageMaker. And it was all done on a tiny, then state-
said Angelo Trozzolo,
of-the-art Apple Mac Plus in a refurbished garage in Westport,” Vicki laughed. “The first
president and CEO.
newsletter took 12 hours to put together and Pasquale stood by me with the user manual
“It’s a tremendous
the whole time.”
honor to be among the finalists.”
“It’s pretty amazing how much has changed in the last quarter-century, including my hair. Oh, those perms!” But, Vicki said, one thing that hasn’t changed is the spirit of Trozzolo. After a brief hiatus in the early 2000s, Vicki returned to Trozzolo. “I love being in
“As we celebrate 25 years in business, I look back at how far we’ve come and am in awe of where we are today. We have
a position where I communicate with people all day long, guiding and assisting our
great people doing great work for great
employees through human resources and benefits administration.” There isn’t one person
clients,” said Pasquale Trozzolo, founder
at our office Vicki hasn’t helped.
and executive chairman.
“She’s whip-smart and focused,” said Pasquale Trozzolo, founder and executive chairman.
Chosen from more than 1,000
“Vicki has such an engaging personality, too. She gets the job done, whatever it is, and
nominated Kansas City companies, the Top
does so cheerfully. That attitude was a big part of our early and continued success.”
10 candidates for the KC Chamber’s Small
From the viewpoint of 25 years, Vicki says her tenure at Trozzolo Communications
Business of the Year Award are judged on
Group has been more than fulfilling. “I love working here. There’s such a willingness to
business growth and sustainability, strong
push the envelope and solve problems,” she said. “We work hard but we also have a ton
employee relations and their commitment
of fun.” We couldn’t have said it better ourselves, Vicki.
to giving back to the community.
Fun from Day One
Carving out spooktacular times is in our bones. The Trozzolo team scares up some fun at work with costumes, tricks and treats.
Every member of our staff gets a party on their first day. First Day Lunches are a long-standing tradition that involves two of our favorite things – feeding people and getting to know them better. Our tight-knit teamwork gets the job done and we have a good time doing it, too. Here are a few more ways we kick up our heels at Trozzolo.
Grilling, yard games and boat rides. The annual Trozzolo Lake Day is our chance to enjoy summer outside of the city and let the fresh air stir up some fresh ideas.
From showdown to throw down, we risked our wrists to win a place in mobank’s annual Rock. Paper. Scissors. tournament.
Giving Thanks is Giving back JDRF Walk, 2000
High Re t urn troz zolo.com
Listen to your mother
B
ecky Blades is an artist, entrepreneur, strategist, civic leader, arts advocate and member of the Trozzolo Communications Group advisory board. If that’s not impressive enough, Blades recently added another title – author.
Her new book, Do Your Laundry or You’ll Die Alone: Advice Your
Mom Would Give if She Thought You Were Listening, began as a collection of advice for her college-bound daughter. “When I realized that my daughters were no longer listening to me, I went to work listing things that college and the Internet would not teach them,” said Blades. The result is an affectionate guidebook filled with Blades’ sage, honest and often hilarious advice. The book also features the author’s original artwork.
We have our copies. Do you? The book is winning critical acclaim and is available at booksellers everywhere, and at www.laundryordie.com.
Community service reminds every one of us that our work isn’t just about brands, logos or business – it’s about people. Devoting time, talent and treasure to national and local organizations like the American Red Cross, Cure CMD and Special Olympics is our way of saying thank you to a community that’s watched and helped us grow. Our work with charitable organizations began more than two decades ago with JDRF. In the early ‘90s, Trozzolo began working with Kansas City-area supporters of what was then known as the Juvenile Diabetes Foundation. As the organization began to develop
at the local level, Pasquale was asked to be the first president of its board of directors. After serving for eight successful years, he was asked to join a national communications committee. Pasquale traveled to the headquarters in New York to help JDRF evaluate its brand and develop its messaging. Since then, Trozzolo Communications Group has worked with JDRF to help spread its message about type 1 diabetes research and education through newsletters for chapters across the United States, by creating the yearly JDRF Kansas City Dream Gala materials, and with a strong presence at the annual Walk to Cure Diabetes.
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