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Pinebrook company called industry’s best

Ronda Thomas and her husband Lewis Farrrell run The Exordium Group out of a home office in Pinebrook. They were recently called the nation’s best at what they do by Event Marketer Magazine for helping a company worth hundreds of millions introduce itself to customers.

Thomas started Exordium in the Silicon Valley in 1994 and moved it here about five years ago, she said. From Park City she coordinates with experts around the country to consult global companies on their marketing strategy, digital marketing and experiential (face-to-face) marketing.

"We do brand analysis, sales penetration, product mapping a full business analysis before making recommendations on where they should be investing," she explained.

Last year she helped the medical device company CareFusion break into the cluttered field of medical marketing after it was spun-off from parent company Cardinal Health.

CareFusion wanted its brand recognized by the top-tiers of acute-care hospital administrators.

Studies revealed that that demographic didn’t watch much television, but does enjoy the arts and destination travel, specifically jazz and jazz festivals.

"Jazz and other complex music are very appealing to the scientific mind. Jazz is being used to teach listening skills in medical schools," she said.

Since traditional mass or even targeted medical-industry marketing wasn’t going to work, getting associated with jazz could be the key to success, she said.

"You want to appeal to them in an area they like, and support something they like the arts have been suffering in the recession," she explained.

So CareFusion sponsored Jazz festivals in Newport, Chicago, Monterey, Sydney, Paris and New York. The program will continue this year, and will revive the New York Jazz Festival, which was cancelled in 2009 for the first time in 34 years, she said.

The festivals worked perfectly, Thomas added. Among millions and even billions of media impressions, the festival series also was written up in 17 health-care industry trade publications. The company sold millions in product its first year, she said.

Event Marketing Magazine reports on all forms of corporate event marketing including trade shows, event sponsorships and more. A panel of independent industry experts determined the winners.

The issue will come out in a couple of weeks and Thomas said they’re very excited.

"I’m very proud of our team, they did an amazing job and beat large, established brands in the finals," she said.


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