NW President Tapped to Speak on Brand Building at the National Hospice and Palliative Care Organization in Washington DC
“Are you a little h or a BIG H?”
Hospice care is one of the fastest growing sectors in the health care industry. Yet the sector faces a critical issue. Hospice service and the name of an organization are often used interchangeably. “Our research shows that this is a roadblock for specialists in the field. Hospice-type services are offered by some hospitals, nursing homes and home health agencies. But all do not offer the same type medical professionals or support staff.
So the question behind the question is – “Are you THE Hospice or do you provide hospice services?” says Tom Howell, President of New West. In areas served by multiple hospice organizations the issue is compounded by the need to separate the offerings of one organization from the others in the market. Howell will share insights on hospice branding using the case study of the successful branding of Hosparus – a large regional hospice organization serving Kentucky and Southern Indiana. Excerpts from the presentation will be posted following the conference.
New West Co-produces Film about Kentucky’s Resurgent Wine Industry
“Vintage Kentucky: The Vine to Wine Experience” chronicles Kentucky’s wine industry, from its status as a national leader in the 1800’s to its demise as a result of Prohibition, to its current reemergence. The 30-minute documentary, co-produced by New West in cooperation with the Kentucky Grape and Wine Council and the Kentucky Department of Agriculture, is airing on KET, Kentucky’s statewide PBS affiliate (dates and times of airings are available at www.ket.org).
Few people know that Kentucky was home to the nation’s first commercial vineyard when in 1798 the Marquis de Lafayette’s winemaker, Jean-Jacques Dufour, planted what he called the “First Vineyard” on 600 acres in what is nowJessamine County. By the late 1800’s Kentucky had become the country’s third largest grape and wine producer. The industry was wiped out by Prohibition and didn’t begin its resurrection until 1976, when Kentucky lawmakers passed a bill allowing wineries to operate. Today there are more than 50 wineries and an estimated 500 acres dedicated to the growing of grapes.
“Vintage Kentucky: The Vine to Wine Experience” is the culmination of a year’s worth of work. After the Kentucky Grape and Wine Council and the Kentucky Department of Agriculture commissioned the production, filming began in August, 2008 and was completed by the end of July, 2009. Ten of the state’s wineries are featured as are vineyard owners and winemakers. Scientists and wine industry experts from the University of Kentucky, who have helpedKentucky farmers make the transition to growing grapes, also appear in the film.
“Kentucky has a fascinating history and strong tradition of making wine, but it’s largely unknown,” said Kim Butterweck, a Senior Account Manager at New West and a co-producer of the documentary. “We’re hopeful this film will raise awareness and spur greater interest in the state’s wine industry.”
Already, the industry’s resurgence is having an impact on state tourism. Fueled by consumer interest in “agritourism” and the support of local farmers and businesses, visitation at Kentucky’s wineries continues to grow and wineries now offer a wide variety of experiences – from wine tastings and concerts, to theme dinners, art shows and family friendly events.
New West Develops Web Site to Promote Kentucky’s Growing Wine Industry
Wine lovers can find their favorite Kentucky wineries and learn about the Commonwealth’s rich grape and wine heritage on the enhanced Kentucky Wine Web site.
The site, www.kentuckywine.com, features an interactive winery and vineyard map and detailed listings on each of Kentucky’s wineries as well as information about Kentucky wine’s history, accolades, news and events. The Kentucky Grape and Wine Council, with support from the Kentucky Department of Agriculture, recently launched the enhanced site, which was conceived, designed and developed by New West.
A video series on the site, “Vintage Kentucky Tastings,” highlights all aspects of the Kentucky wine experience – from soil to grape, from grapes to wine, from bottle to palate and from palate to experience. The video series is derived from footage captured for the 30-minute documentary “Vintage Kentucky: The Vine to Wine Experience,” which is currently airing on KET, Kentucky’s statewide PBS affiliate.
New West Achieves GSA Certification
New West has become the first and only full-service public relations, advertising and marketing firm in the state of Kentucky to achieve a General Services Administration (GSA) certification. Earning certification from the GSA means that federal government agencies can now contract directly with New West for services.
To become the state’s only GSA-certified firm in its field, New West successfully navigated a detailed review and approval process. GSA thoroughly inspected New West’s processes, practices and financials and surveyed a minimum of 20 customers for feedback on quality of work, reliability, responsiveness and professionalism of staff. It is a process that took a little over a year to complete.
New West President Tom Howell says the firm is extremely pleased to have earned the certification. “Even though this was a lengthy process, we’re honored to have achieved this distinction. GSA prides itself on working with high quality yet cost-effective service providers. We’re looking forward to working with those federal agencies that can benefit from what we have to offer.”
The GSA program establishes long-term government-wide contracts with commercial firms to provide access to over 11 million commercial supplies (products) and services that can be ordered directly from GSA Schedule contractors or through the GSA Advantage!® online shopping and ordering system.
The specific services New West can provide under the GSA certification include – Advertising (SIN-541 1); Public Relations (SIN-541 2); Web Based Marketing (SIN 541 3); Market Research and Analysis (SIN 541 4); Video/Film Production (SIN 541 4B); Exhibit Design and Implementation Services (SIN 541 4C); Conference, Events and Tradeshow Planning Services (541 4D); Commercial Art and Graphic Design Services (SIN 541 4F).
New West Wins For Kentucky At 35th Annual Louie(Addy®) Awards Competition
The results of the local Louie (Addy®) awards advertising competition gives Louisville agency New West and the state of Kentucky reason to celebrate. New West won three Gold Addy awards and one Silver Addy award for work performed on behalf of the Kentucky Tourism, Arts & Heritage Cabinet.
The agency was recognized for three individual magazine ads and for its print campaign (click on thumbnails below to view artwork) to build awareness of the Lincoln Bicentennial celebration in Kentucky.
“We are honored to have our creative work chosen for this prestigious awards program,” said Becky Simpson, agency President and CEO. “We look forward to going on to compete at the regional level of this competition.”
The Louie (Addy®) Awards, sponsored by the Advertising Federation of Louisville, is a 35-year old competition that receives approximately 700 entries each year from companies throughout the greater Louisville area. The competition annually showcases the best work of local advertising agencies, corporate advertising groups, production companies, television stations, printers, illustrators, photographers and student competitions.
