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CREATE • COMMUNICATE • CONNECT
STATEMENT OF QUALIFICATIONS
Tampa
13014 N. Dale Mabry, #820
Tampa, FL 33618
813.751.0478
Orlando
SunTrust Building
4767 New Broad Street
Orlando, FL 32814
407.571.2469
www.Valerin-Group.com
South Florida
5645 Coral Ridge Drive, #324
Coral Springs, FL 33076
954.656.6616
TABLE OF CONTENTS
VALERIN TEAM
4
OUR SERVICES
6
COMMUNITY OUTREACH
7
BRANDING AND MARKETING
8
CASE STUDY – ALERT TODAY SAFETY CAMPAIGN
10
CASE STUDY – CTFASTRAK
12
CASE STUDY – LAZZARA YACHTS
14
WEBSITES AND SOCIAL MEDIA
16
MULTIMEDIA AND VIDEO
18
PROJECT EXPERIENCE
20
AWARDS & ACCOLADES
22
ABOUT VALERIN
Valerin’s talented team of marketing and communications professionals has a proven track record for creating
successful, award-winning marketing and branding campaigns, communications strategies, and public awareness
plans for a variety of public and private sector clients. With more than 175 years of combined experience and
providing services on more than 500 projects, our team has the proven experience and skills to help our customers
succeed in accomplishing their marketing and communications goals.
VALERIN TEAM
Valerie Ciudad-Real
William Ciudad-Real, PE
Senior Business Consultant
Public Relations / Media Relations
With more than 25 years of experience
in public relations, marketing, and
project management, Valerie directs
Valerin’s mission, vision and values.
She focuses on sustainable client
relationships and content excellence.
Valerie has an extensive background
in the transportation field and excels
in community outreach, public
participation and ensuring project
support and success for her clients.
William has over 30 years of diverse
experience in the AEC industry with
a focus on developing and directing
sustainable business growth strategies
from both an operational and business
development perspective. He brings a
consultative approach to developing
tailored client solutions and resultsoriented tactics which leverage client
relationships, firm resources and
market opportunities to achieve the
desired organizational goals. He is
able to facilitate the process and
outcome through effective situational
analysis and communications.
Trudy has more than 26 years of
experience as a talented graphic
designer and seasoned public
relations specialist. During her career,
she has delivered successful messages
through visual design, and has
developed and executed all aspects
of public outreach and marketing
initiatives. Trudy also writes press
releases and serves as a media
spokesperson representing public
sector clients.
Dawn Wilson
Chuck Thompson
Dawn spent nine years with the Arizona
Department of Transportation (ADOT)
working with the Communication
and Community Partnerships Office
serving as the Department Training
Officer and Partnering Facilitator.
During the past five years, Dawn has
been coordinating and conducting
partnering workshops in Florida
for clients including the Florida
Department of Transportation (FDOT).
She also is a skilled Public Information
Specialist.
Chuck has over 32 years of marketing
and graphic design experience and
is the recipient of multiple gold and
silver Addy awards as well as a Clio
Award for his past design work. He
specializes in both traditional and
nontraditional media and has served
as both a creative director and project
manager throughout the course of his
career. Chuck’s creative marketing
strategies have a proven track record
of ensuring that a client’s message
connects with their target audience
and produces successful, resultsoriented outcomes.
President and Founder
Trudy Gerena
Experience
Public Relations
Partnering Facilitator
4
Creative Director
Alice Ramos
Public Relations
Bilingual Translations
Kelly Hiden
Creative Services
Public Relations
Sandra Mancil, APR
Alice has over 18 years of experience
working with the public. She has
been responsible for developing
marketing and communication plans,
creating and distributing collateral
materials, as well as coordinating and
conducting marketing events, public
meetings and media events. Alice is an
accomplished Spanish interpreter and
is recognized for her expertise in both
verbal and written translations.
Kelly has nearly three decades of
creative services, graphic design and
public relations experience. She has
used her talents to develop a variety
of eye-catching and informative
deliverables including marketing
materials, book covers, brochures,
invitations, and presentations. Kelly
also serves as a seasoned public
relations specialist with a primary
focus in the transportation industry.
She uses her creative talents to
translate technical jargon into a
comprehensible picture enabling the
public to clearly understand a project.
Sandra has over 20 years of experience
working with the public. She has
extensive media and public relations
experience and is skilled at building
positive relationships, increasing
awareness and understanding client
processes. Sandra has developed
and implemented numerous public
information plans and programs
and has served as a spokesperson
for public agencies, including the
Florida Department of Transportation.
Sandra has proven to be an excellent
representative of the client.
Katie Johnson
Peggy Oros
Dakota Larsen
Public Relations
Marketing / Branding Consultant
Marketing /
Communications Specialist
Multimedia Specialist
Photographer
Katie has over 15 years experience
directing large creative teams and
managing successful marketing and
branding programs. She is an expert
in conceptualizing and orchestrating
marketing and advertising campaigns
that effectively reinforce and build
brand images. She is recognized
for her creativity and innovative
solutions, as well as her ability to
listen to a client and articulate their
vision across multiple platforms and
communications channels.
Peggy brings more than 22 years
of experience as a marketing and
communications professional. She has
strong leadership and management
skills and the ability to motivate an
effective marketing team. Peggy is
adept at developing and executing
successful marketing campaigns
and managing public involvement,
community outreach and marketing
plans. During her career, Peggy served
as the Chief Marketing Officer/Director
of Communications for LYNX – Central
Florida
Regional
Transportation
Authority in Orlando.
With over 5 years of agency experience,
Dakota serves as Valerin’s staff
photographer and assists Valerin’s
multimedia staff with research, script
writing, and filming in support of video
productions. Dakota has filmed video
footage for government agencies as
well as private sector clients. She is
also the recipient of several awards for
outstanding photography.
5
Our Services
Public Relations
• Public Involvement
• Public Information
• Community Outreach
• Bilingual Translation Services
• Special Events
Branding and Awareness
• Identity Development
• Logo Design
• Style Guides
•Brochures
•Newsletters
Marketing
• Focus Groups / Market Research
• Campaign Strategy
• Displays / Exhibit Support
• Annual Reports
• Specialty Promotional Items
Advertising
• Television Commercials / Infomercials
•Radio
• Direct Mail
• Newspaper / Magazine Ads
•Billboards
Inbound Marketing
• Website Design / Development
• Domain Registration / Hosting
• Pay Per Click (PPC) Campaigns
• Search Engine Optimization (SEO)
• Social Media Strategy
• Mass Text Messaging
• Email Blasts
Commitment
6
Videography / Photography
• Video Productions
• Television Commercials
•Documentaries
• Public Service Announcements
• Lifestyle Photography
•Headshots
PUBLIC RELATIONS
Public Involvement
Valerin develops customized public involvement programs
that identify all relevant stakeholders and are sensitive
to the demographics of an affected community. Through
public meeting forums, mail-outs, project collateral
materials, and engineering visualization graphics, we
proactively initiate ways to contact and inform people. Our
approach is to create sustainable positive relationships
that promote trust and focus participation on decisions and
solutions rather than on conducting participation activities
because they are required. This approach allows our clients
to partner with their target audience to explore the best
approach to effectively addressing the most challenging
issues in a constructive way emphasizing individualized
context sensitive solutions.
Public Information
Valerin has provided public information services on hundreds
of transportation projects and understands firsthand
the important role that public information plays during
the construction process. We start with a detailed Public
Information Plan that is tailored to meet the specific needs of
a project. This is what we use as our “road map” to carry out
the various communication techniques to provide project
updates and notifications about construction activities,
and other pertinent project-related information. A well
planned public information initiative leads to transportation
improvements that meet community needs and desires,
provides greater acceptance of projects, promotes a sense of
community, and enhances agency/client credibility.
Bilingual Translation
Valerin offers in-house professional English and Spanish
translation and bilingual services. Our Spanish translators
are experienced and devote special care to translating
materials such as press releases, fliers, newsletters, and
websites using general terms that can be understood in
multiple dialects. Valerin is able to provide Spanish/English
professional interpreters in person, at public meetings
and via telephone. Our qualified Spanish translators are
native Spanish speakers and are able to express messages
correctly, facilitating a transparent, accurate and effective
communication between our clients and those who speak
Spanish.
7
PROJECT EXPERIENCE
PROJECT EXPERIENCE | PUBLIC INFORMATION
8
• Dale Mabry Diversion Force Main, Dale Mabry Reclaim
Water Transmission Main, and Brushy Creek Pump Station
Rehabilitation Design-Build Project (Phase II), Hillsborough
County, FL
• SR600 (US 17/92, South John Young Parkway/South Orange
Blossom Trail) from south of Pleasant Hill Road to West
Portage Street, FDOT District Five, Kissimmee, FL
• General Engineering Contract (GEC) – Public Information
Services for FDOT District One Bartow Operations
• US 41 and Moccasin Wallow Road, FDOT District One,
Manatee County, FL; SR 60 at Alturas Road, Bartow, FDOT
District One, Polk County, FL; US 41 and Pelican Marsh,
FDOT District One, Manatee, FL
• I-75 at University Parkway, I-75 at University Interchange,
FDOT District One, Sarasota County, FL
• Dale Mabry Diversion Force Main, Dale Mabry Diversion
Reclaimed Water Transmission Main and Bushy Creek Pump
Station Rehabilitation Design-Build Project, Hillsborough
County, FL
• Design Criteria Professional (DCP) for the Northwest
Regional Water Reclamation Facility (NWRWRF) Expansion
Project, Hillsborough, County, FL
• I-4 @ SR 559 Interchange (Design Build), FDOT District One,
Polk County, FL
• SR 60 from Diesel Road to CR 555; SR 60 from Nichols Road
to Prairie Industrial Parkway,
FDOT District One, Polk County, FL
• US 27 from Barry Road to US 192 (Design Build), FDOT
District One, Polk County, FL
• US 17/92 from Hinson to south of McKeown Avenue, FDOT
District One, Polk County, FL
• SR 540 from Circle “B” Bar to Saddle Creek Bridge, FDOT
District One, Polk County, FL
• Public Information Services for FDOT Bartow Operations
Center (GEC), FDOT District One
• US 1 from north of Kings Highway to south of Oslo Road
(Design Build), FDOT District Four,
St. Lucie and Indian River Counties, FL
• US 98 from north of CR 540A to SR 540 (Winter Lake Road),
FDOT District One, Polk County, FL
• US 27 from Lake Isis Avenue to Polk County Line, FDOT
District One, Polk County, FL
• US 27 from north of Ritchie Road to south of Barry Road
(Design Build), FDOT District One, Polk County, FL
• SR 60 from SR 17 to west of CR 17B, FDOT District One, Polk
County, FL
• SR 572 Railroad Safety Project in City Limits of Lakeland,
FDOT District One, Polk County, FL
• SR 540 from Circle “B” Bar to Saddle Creek Bridge, Polk
County, FL
• SR 64 from Carlton Arms Blvd. to I-75, FDOT District One,
Bradenton, FL
• US 98 from Brooks St. to Edgewood Dr., FDOT District One,
Lakeland, FL
• SR 64 (6th Avenue West) from 15th Street West to west of
10th Street West, FDOT – District One, Bradenton, FL
• Anna Maria Boardwalk and Landscaping, FDOT District One,
Manatee County, FL
• US 98, South of Manor Dr. to north of CR 540A & US 98,
Manor Dr. to Old Bartow/Eagle Lake Road,
FDOT District One, Polk County, FL
• SR 559 Roadway Extension from SR 655 (Recker Highway) to
Derby Ave., Polk County
• US 98 from south of SR 540 (Winter Lake Road) to north of
Brooks Street, FDOT District One, Polk County, FL
• US 27 from north of US 98 to north of Camp Inn Resort,
FDOT District One, Polk County, FL
• Legacy Trail Pedestrian Overpass, FDOT District One,
Sarasota County, FL
• US 27 from north of SR 540 to North of SR 542, FDOT District
One, Polk County
• I-75 from north of River Road to north of State Road 681,
FDOT District One, Sarasota County
• East West Connector Road, FDOT District One, Polk
County, FL
• SR 789 (Gulf Drive South) from Longboat Key Pass Bridge to
south of Cortez Road and from north of Cortez Road to SR
64, FDOT District One, Manatee County
• I-75 from south of Kay Road to Mendoza Road, FDOT District
One, Manatee County, FL
• US (Memorial Blvd.) from west of Atlantic Road to west of
Gary Road, FDOT District One, Lakeland, FL
• CR 832 (Keri Road) from SR 29 to 9 miles east of SR 29, FDOT
District One, Hendry County, FL
• US 27 from north of CR 546 to south of SR 544, FDOT District
One, Polk County, FL
• City of Winter Haven Advanced Traffic Management, FDOT
District One, Winter Haven, FL
• SR 789 (16 projects)- American Recovery and
Reinvestment Act of 2009, FDOT District One, Sarasota and
Manatee Counties
• Honore Avenue Improvements from Bee Ridge Road to
Fruitville Road, Sarasota County, Sarasota, FL
• SR 758 (Higel/Siesta) from west of Higel Ave. to west of S.
Osprey Ave. and from east of Shadowlawn Way to west of
Higel Ave., FDOT District One, Sarasota County, FL
• US 17/92 from S. Blvd. to north of N. Blvd., FDOT District
One, Polk County, FL
• US 92 (SR 600) from west of N. Rochelle Avenue to US 27 (SR
25) Ramps, FDOT District One, Polk County, FL
• US 17/92 from US 17 and US 92 to Rochelle Ave., FDOT
District One, Polk County, FL
• SR 789 (John Ringling Parkway) from Bird Key Dr. to north of
Thompson Parkway, FDOT District One, Sarasota, FL
EVENTS
PROJECT EXPERIENCE | PUBLIC INVOLVEMENT
• I-4 Rest Areas (Community Awareness Contract), FDOT
District Five, Seminole County, FL
• SR 500 (US 441) from south of Taft/Vineland Road to south
of the Beachline (SR 528) Design Project,
FDOT District Five, Orange County, FL
• SR 500 (US 441) from north of CR 437 to north of Junction
Road, FDOT District Five, Orange County, FL
• SR 482 (Sand Lake Road) from east of Goldensky Lane to
east of Lake Gloria Design Project,
FDOT District Five, Orange County, FL
• US 192 (US 441 / SR 500) from Eastern Avenue to Nova Road,
FDOT District Five, Osceola County, FL
• I-95 Widening from North of SR 44 to North of US 92
(including the reconstruction of the I-4 / US 92 Systems
Interchange), FDOT District Five, Volusia County, FL
• Design Criteria Professional for NWRWRF Expansion,
Hillsborough County
• SR 482 (Sand Lake Road) from East of Goldensky Lane to
East of Lake Gloria,
FDOT District Five, Orange County, FL
• I-75 (SR 93) Improvements from North of Hernando County
Line to South of CR 470,
FDOT District Five, Sumter County, FL
• Community Awareness Contract, FDOT District Five
• SR 600 (US 17-92) from Pleasant Hill Road to Portage Street,
FDOT District Five, Osceola County, FL
• I-75 (SR 93) from North of SR 52 to Pasco / Hernando County
Line, FDOT District Seven, Pasco County, FL
• Drew Park Stormwater CRA Project, City of Tampa,
Hillsborough County, FL
• Drew Park Streetscape and Beautification Master Plan, City
of Tampa, Hillsborough County, FL
MARKETING | SAFETY CAMPAIGN EXPERIENCE
• Creative Services for Alert Today Alive Tomorrow
Pedestrian & Bicycle Safety Campaign, University of
South Florida Board of Trustees, a public body corporate
for the University of South Florida’s Center for Urban
Transportation Research (CUTR)
• Video Production Services, Miami Downtown Development
Authority (MDDA), Miami, Florida
• Hillsborough Area Regional Transit Marketing &
Communications Consultant, HART, Hillsborough County, FL
• Stop & Look Pedestrian Safety Campaign, FDOT District
Seven, Tampa, Pinellas and Pasco Counties, FL
• Guard Your Life – Drive Alert on I-75 Educational Campaign,
FDOT District Seven
Sarasota County
Legacy Trail
Ribbon Cutting
I-75 / University
Parkway Diverging
Diamond Interchange
Ground Breaking
Fort Hamer Bridge
Ground Breaking
Ceremony
9
BRANDING & MARKETING
Branding
Valerin offers a full suite of branding services from
evaluating a brand’s core strengths and weaknesses,
to identifying how that brand engages our clients’
target audience. Our broad experience across digital
and traditional channels and platforms encompasses
a unique set of disciplines providing our clients with
the highest level of in-house expertise to help our
clients build a brand identity that represents who they
are and better position their brands in a competitive
marketplace. Valerin understands the key drivers that
will lead to brand adoption and brand loyalty. We help
our clients communicate product and service benefits in
a targeted manner so that their prospective customers
see them as the only one to provide the solution or
service they need.
Our brand portfolio of services includes:
• Brand Strategy
• Brand Equity Research
• Brand Development
• Brand Analysis
• Logo Development
• Style Guides
• Corporate Visioning
• Brand Positioning
• Brand Engagement
Creative
10
Marketing
Marketing is the process of teaching consumers why
they should choose a product or service over another
one. Valerin’s marketing strategy takes into account
everything that the customer experiences when they
come to your business. This includes advertising, what
they hear, the customer service that they receive, and
the follow-up care that is provided. The key is finding
the right method and defining the right message to
use to educate and influence your consumers. Valerin’s
approach to providing marketing services consists of a
tightly integrated effort to discover, create, arouse, and
satisfy a customer’s needs.
Valerin’s marketing services include:
• Strategic Marketing Plans
• Plan and Budget Development
• Social Media
• Digital Marketing
• Promotional Material Design
• In-house Visualization Services
Advertising
Valerin subscribes to a less is more philosophy towards
our advertising services. With any advertisement, the
time-frame to make an impression on prospective
clients and customers is often limited to a matter of
seconds. Valerin develops concise, coherent ads that
effectively connect with people. We understand that
people don’t search for ads. The ads Valerin creates for
our clients are memorable and easily recalled. Our ads
are written and designed to emotionally connect with
their target audience and drive consumer behavior. They
contain authentic content that entertains and educates
in quick doses creating a personalized experience.
Valerin utilizes strong visuals, effective headlines, and
well written copy to engage the observer and to compel
them to take action.
Our advertising services include:
• Website advertising
• Promotional marketing
• Direct mail
• Email marketing
• Point of Sale
• Media Buying
•Radio
•Television
• Newspapers and magazines
•Billboards
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11
WEBSITES & SOCIAL MEDIA
Website Design and Development
Websites are an essential component of doing business.
They function as a business tool and also serve as a
valuable element of a company’s marketing strategy.
Valerin recognizes that the internet is an interactive,
dynamic, and rapidly changing communications
medium. Our websites reflect the fundamental traits
and characteristics to meet our clients’ specific needs
by incorporating customized design and functionality
consistent and up to date with advancing technology. We
do this by using modern and innovative design methods
to create well organized, content driven, visually
appealing, responsive, and easy to navigate websites.
Valerin websites are optimized for performance with
quick and efficient loading capabilities. Our operating
systems and software configurations are compatible
with all major browsers and platforms. Valerin’s
websites maintain a proven track record of successfully
promoting our clients’ brand identity and conveying
their professionalism. We teach our clients how to
increase and track their site traffic, and can provide
reliable and all-inclusive oversight at an affordable
rate. Valerin prides itself on having an insight driven
staff who understands their customers and delivers on
all performance objectives.
Valerin’s development team is able to assist you with:
• Responsive Website Design
• Search Engine Optimization
• Mobile Application Development
• Custom Content Management Systems
• E-Commerce Development
• The Latest User Interface Technology
Social Media Strategies
Technology has also changed the way we do business,
and today’s digital marketing strategy requires an
interactive mindset to meet the needs of daily success
in social networking. The emergence of social media
carries the promise of a new social contact between
brands and marketers based on more reciprocal
one-to-one communications. Valerin’s communications
team is dedicated to meeting the growing demand for
professional advice regarding social media, digital
marketing, and the rapidly changing advances in
those technical applications. We are well-versed in
the two-way dialogue a successful internet marketing
campaign demands. Valerin believes that a social media
strategy should be unique, and we tailor our approach
to meet your specific needs. We can track, measure and
optimize the “buzz” that is generated as part of an effort
to respond and engage stakeholders through social
networks like Facebook, Instagram, Twitter, MySpace,
Hi5, LinkedIn and more. Delivering and managing your
online reputation with your clients and stakeholders is
a key part of our digital media process.
Valerin’s social media team is able to assist you with:
• Strategy, Implementation, Consultation, and Best
Practice Policy
• Training Specific for Social Networking
• Online Reputation Monitoring and Management
• Execution for Small Business
• Creating Content, Posting, Engaging, and
Monitoring Services
• Facebook, Twitter, LinkedIn, blogs, etc.
Internet Strategies
12
13
MULTIMEDIA & VIDEO
Florida Department of Transportation I-4 Service Video “I-4 Ultimate”
Lazzara International Yachts 95LSX Model Launch “The Point of Departure”
14
”
MiamiDDA Public Information Video “State of Downtown”
Tallahassee Regional Airport 30 Second Television Commercial
“The Way Travel Should Be”
15
CASE STUDIES
Alert Today, Alive Tomorrow Safety Campaign
Clients: Florida Department of Transportation and the
Center for Urban Transportation Research
The Center for Urban Transportation Research (CUTR)
selected Valerin to develop new campaign concepts for
the Florida Department of Transportation’s (FDOT) “Alert
Today, Alive Tomorrow” pedestrian and bicyclist safety
initiative. Chuck Thompson led the Valerin team as the
Creative Director and was tasked with creating over 24
different campaign concepts. These concepts were paired
down to four detailed campaign concepts and then
presented to focus groups in Tampa, Orlando, Miami and
Jacksonville. After compiling all of the data collected from
the focus group testing, the information was included
in an organized and detailed report. Based upon the
feedback, Valerin then moved forward with designing and
developing one main campaign consisting of six overall
messages that focused on the main safety issues.
Once the messages were solidified, our team identified
talent to use in photoshoots, videos and for the
possibility of being involved in special events. Instead of
going through a traditional talent agency, we decided to
use children from local area schools. This helped keep
the campaign “real” and also contributed to a reduction
in the costs associated with using agency talent.
From this point, Valerin designed and developed print
collateral to be used in newspapers, fliers and posters. We
then created outdoor advertising for billboards and bus
and car wraps. Next, we produced two :30 second and
two :15 second television spots. The videos were also to
be utilized to create small Internet streaming clips. Here
are links to those videos: https://youtu.be/heIjWauA-Jk
and https://youtu.be/ FCywmpQS-T4. We also created a
framework and copy points for radio.
After completing all media collateral, our team took
the existing market research and data from FDOT on
pedestrian and bicyclist crashes and fatalities, and
created a strategically focused media distribution plan.
Valerin worked closely with media advertising companies
to make sure we could reach targeted demographics with
maximum coverage at the very best pricing.
Campaigns
16
17
CASE STUDIES
CTfastrak
Clients: Connecticut Department of Transportation
Bus Rapid Transit Lanes
Chuck Thompson was brought in through the
engineering company of Michael Baker Jr. Inc. located
in Hartford, Connecticut, to provide creative services
for the CTfastrak project. This project consisted of a
9.4 mile busway connecting Hartford and New Britain
with 11 landscaped transit stations and a five mile
multi-use trail. The project was budgeted at $567
million with two-thirds of the money coming from the
Federal Transit Administration’s New Starts Program.
Chuck was tasked with redesigning and redeveloping
the Connecticut Department of Transportation’s
(CTDOT) project website. The scope of work quickly
expanded after CTDOT saw the depth of Chuck’s
experience and expertise in marketing and branding.
The focus was to develop and launch an interactive,
user friendly website that would be a portal of
the vision that CTDOT has for the future of public
transportation in Connecticut. In conjunction with
the website, he positioned the branding of CTfastrak
as it relates to the other services provided by CTDOT.
Once branding was in place, Chuck developed a multiphased marketing plan focused on the construction,
pre-launch and launch of the CTfastrak service. Chuck
also was asked to design the exterior branding of the
buses to be used on the beltway.
RESULTS: The redesign of the website and
development of the marketing and branding plan
significantly increased traffic over the year to
date numbers. By repositioning the branding and
messaging of the project, resulted in what was once
a negative and politically charged transit system
becoming a positive move in the direction of future
transit growth and economic viability. Local and
national politicians that were once opposed to the
project, have now become champions on the beltway.
Campaigns
18
CTfastrak Branding Vehicle
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19
CASE STUDIES
LSX 75 Sport Yacht Launch
Clients: Lazzara International Yachts
In Early 2007, the owner of Lazzara Yachts decided to
create a paradigm shift for his company. The company
had been very successful at building large luxury yachts,
but he wanted to create a blended vessel. He wanted one
that still kept the luxury and amenities of the traditional
yacht, but also had a sleek style and could move faster
through the water than standard large vessel propulsion.
So he dreamed up a design for the first Lazzara “sport
yacht.” From the beginning of the process, he involved
Chuck Thompson as part of the marketing team. The
team was asked to brand and come up with a new way
of marketing the yacht. After going through a branding
process, it was decided that the sport yacht would be
called the LSX which stood for Lazzara Sport Express.
That was the birth of the LSX75.
Most yacht manufacturers usually do a client unveiling
of a new design before the build ever starts. Since most
yachts take an average time of 12 months to build,
waiting to have a completed model done before trying
to sell it is a risky move. Our marketing team decided to
pitch the idea of the exact opposite, to build the yacht in
secrecy, and then to unveil it, not to the buying public,
but to captured media at a press event. The owner loved
this idea. So the yacht was engineered and built in a
secure enclosed facility. When the time came to do open
water testing of the vessel, it was done in the middle of
the night, so no one would see what was out running the
waters of the bay.
This brings us to the second part of the paradigm shift.
Instead of using the traditional large diesel engines
found in all luxury yachts, it was decided to reach out
to Volvo Penta. At the time, they had developed a new
forward thrust engine configuration which was taking
the small boating community in Europe by storm. The
team proposed that they build a larger version of the
engine to propel the new sport yacht, but rather than use
2 engines, we wanted to use 4! This was so out of the box
that Volvo Penta could not wait to partner with Lazzara
on this amazing product.
After 11 months of secrecy for two of the largest companies
in the industry, the yacht was finally completed. The
marketing team decided to create a special press event
just prior to the 2008 Ft. Lauderdale International Boat
Show, the largest boat show in the world. The idea was
to cause a huge press explosion just prior to the show, so
when the new sport yacht arrived it would be the talk of
the show. It worked brilliantly.
For the press event, reporters and bloggers were invited
from all around the world. Not just industry reporters,
but reporters from magazines like popular mechanics,
newspapers from yachting destinations like California
and Rhode Island in the United States, to Monaco and
Dubai from across the ocean. The yacht was fully draped
in cloth that would fall at the unveiling. No small task for
a boat that was 75’ in length and sat 3 stories high on dry
land. All the press believed it was going to be the same
style of Lazzara yacht, but bigger. So when the curtain
dropped, there was a gasp, stunned silence, then massive
applause. After that, the LSX was on the cover of every
industry magazine, reviewed in article after article from
every type of news source. By the time the LSX arrived
at the Ft. Lauderdale Boat Show, clients were lined up to
place an order. The yacht sold out 3 years in advance over
that weekend. It was the most successful launch of any
model that Lazzara had ever achieved.
Campaigns
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AWARDS & ACCOLADES
FTBA AWARDS | COMMUNITY AWARENESS
Anna Maria Boardwalk and Landscaping,
FDOT District One
Anna Maria Island, Florida, Manatee County
Community Awareness Campaign
Valerin staff provided public involvement and outreach
for the Florida Department of Transportation in
support of this American Recovery and Reinvestment
Act funded project. Responsibilities included issuing
media advisories, development and distribution of
collateral materials, and coordination and facilitation
of the project’s public meeting. Valerin served as the
liaison between project staff, the City of Bradenton
Beach, the Southwest Florida Water Management
District, the Florida Department of Environmental
Protection, and volunteer organizations as a result of
the state sea turtle nesting season along the Florida
Wildlife Coastal Control Line. Valerin played an
integral role in helping to mediate work schedules,
lighting restrictions, and time-line challenges that
existed as a result of environmental regulations
and significant public attention. Special outreach
coordination was also required as a result of this
beach community’s fluctuation in population during
tourist season and from seasonal residents.
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SR 789 from Longboat Key Pass Bridge to South
of Cortez Road
Sarasota, Florida, Sarasota / Manatee Counties
Community Awareness Campaign
Valerin staff provided public involvement and outreach
for the Florida Department of Transportation in
support of this American Recovery and Reinvestment
Act funded project. Planning for this project presented
a unique process that involved extensive community
input and collaboration with the City of Anna Maria
and project staff to reach a consensus on every aspect
of the boardwalk’s design. The residents of Anna Maria
Island were adamant that the new boardwalk have
the look and feel of a structure that had been in place
for decades blending in with the natural ambiance
of the island. Opinions varied about every detail of
what would become a landmark on the island. Valerin
supported these initiatives helping to promote a
partnering environment with both permanent and
seasonal residents at numerous City Council meetings
over the course of a year prior to construction.
Valerin created and conducted a public education
presentation for the Anna Maria Rotary Club, and
developed and maintained the www.MySR789.com
website. Additional responsibilities included issuing
media advisories, development and distribution of
collateral materials, and coordination and facilitation
of the project’s public information meeting.
ADDY AWARDS
Gold Addy (Campaign)
AMSCOT, local region. The campaign, “You’re OK With
Us,” brought a huge amount of brand awareness to
AMSCOT and increased their growth 130% during the
two year campaign.
Silver Addy (Outdoor Advertising)
Orange Blossom Groves. The traditional mailing
of boxed fruit was taken to the digital age with the
“Click and Ship” campaign. It showed an easier way
of ordering gift fruit through the Orange Blossom
Groves website.
CLIO AWARD
Gold Clio (Television Commercial)
Jaguar, North America. The 60 second commercial was
produced to promote the new model as “Performance
Art.” The commercial aired on national network and
cable channels.
Campaigns
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CREATE • COMMUNICATE • CONNECT
www.Valerin-Group.com