Sponsorship strategy firm moves to Park City | ParkRecord.com
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Sponsorship strategy firm moves to Park City

Amanda Tust

The Exordium Group, Inc, a firm that created marketing strategies and analysis for sponsors involved in the 2002 Olympics and the 2004 Tour de France, recently made the move to Park City. Ronda Thomas-Farrell, president and CEO, and her husband, Lewis Ferrill, COO and CTO, relocated the 10-year-old sponsorship strategy company from Woodside, Calif. to a Park City home office. We can do business anywhere now, Thomas-Farrell said. We were looking to combine the lifestyle advantages Park City has with the business. Thomas-Farrell said she grew up in Salt Lake City and has family and friends in the area, and the Farrells, both skiers, are now awaiting the snow. This past summer, The Exordium Group helped develop and implement a 3-year cause campaign, Keep the Beat, for the medical device company Medtronic. Keep the Beat, aimed to raise awareness about sudden cardiac arrest and the use of Automatic External Defibrillators. The Exordium Group looked at business and marketing needs in the emergency response division and provided marketing strategies for Medtronic as their AEDs expand into the commercial market and individual home use. The Exordium Group contacted musician James Taylor and coordinated their campaign in conjunction with his summer concert series. There were 33 concerts in 29 markets across the country where Keep the Beat tents handed out informative brochures about sudden cardiac arrest, sold merchandise and collected donations for the campaign. Thomas-Farrell said Keep the Beat aims to educate the public about the dramatically increased survival rate if an AED is on hand at the time of sudden cardiac arrest. The campaign also provides information for schools that want to apply for grants to receive defibrillators. Thomas-Farrell said The Exordium Group teamed with Flashpoint, an advertising and branding agency in Park City, to develop a creative video for the sales kickoff of Keep the Beat. Now that The Exordium Group is located in Park City, Thomas-Farrell said she plans to continue to coordinate with local businesses. The Exordium Group also hopes to work with sponsors for ski races or for the Sundance Film Festival. Specializing in Information Technology, The Exordium Group often coordinates live events with sponsorships. There is no redo, Thomas-Farrell said. It is either up and running and ready to go the day the show opens or you are in big trouble. During the 2002 Olympics, The Exordium Group worked with Sun Microsystems, Xerox and IKANO Network, based out of Salt Lake City. The Exordium Group served as the agency of record for the IKANO Network, now IKANO Communications, a company responsible for recording scores during the Olympics. The Exordium Group developed and implemented a marketing strategy for IKANO Network, managed press relations, coordinated joint marketing programs with other technology partners, organized VIP training events and promoted IKANO s Olympic story on a nationwide basis. For Sun Microsystems and Xerox, a top Olympic sponsor, The Exordium Group developed a post business and marketing analysis of their programs and investments for the event. The Exordium Group interviewed guests, clients and employees as part of the study. Though they are now headquartered in Park City, The Exordium Group has staff throughout Silicon Valley, Calif., New York City and England. The company charges either on a retainer, a per project basis or occasionally an hourly fee. For more information visit http://www.exordiumgroup.com or http://www.keepthebeat.org.


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