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Professional Rodeo Fan Snapshot Who is sitting in your grandstand? Knowing your customer and communicating directly with them is key to the success of your event. The Synergy Communications team, with their 10 years of rodeo marketing experience, will help you develop a customized marketing plan that engages your audience and community as a whole.

*Scarborough Multi-Market Release 2-2006 (Adults 18+)

What Can Synergy Communications Do for Your Rodeo? Maximize Media Exposure

Most organizations, are aware that ample media coverage is vital to the success of their event. However, once rodeo week rolls around and the committee focus shifts to producing the actual event, missed opportunities with the media become almost inevitable. This can result in negative media coverage of your event outweighing the positive, a decrease in walk-up ticket sales, and negative sponsor feedback, among other things. A few of the qualities Synergy Communications can bring to your event in order to build and maintain positive and ongoing media relationships: • Accessibility - Synergy acts on behalf of your rodeo where the media is concerned. We process credentials, administer on-site media check-in, and make ourselves available for questions, interviews, and additional assistance 24/7. • Proactivity - We don’t sit back and wait for the media to approach us with a story idea, we take ideas to them! We make it easy for the media to get their stories and we make sure the most important topics to you get covered in the process. • Appreciation - The media is your key partner in event promotion. We work hard to ensure they have the proper tools to do their job, are sensitive to their deadlines, and generally make them feel like welcome guests. Happy media makes for more and better coverage, as well as long lasting positive relationships. • Information - Synergy Communications is not just another marketing agency; we actually understand the business of rodeo. Not only do we have a ten year track record of successful rodeo promotion, we live the lifestyle too. We know the contestants, the producers, and all the other ins and outs of the sport.

Foster Positive Associations

Rodeo has its share of critics, especially in regard to animal welfare concerns. However, there are many committees who are doing more than their fair share of giving back to their communities. • Cause Marketing - There is no better way to encourage positive association between the community and your event than by choosing a cause that your organization is passionate about championing. Whether it’s providing clothing to foster kids, as the Reno Rodeo Foundation has done, or contributing to the community food bank, it is important to let the public know. We can help you choose a cause that is right for your organization and let the community know about it on a year-round basis. • Crisis PR - Synergy Communications can help your committee create a crisis public relations plan so that key constituents are prepared to react in the event of a crisis. We will also be on hand to assist with recommendations, media relations, and coaching should the unanticipated catastrophe (anything from animal rights protests to bomb scares) occur.

Increase revenues

Hiring Synergy Communications as your Marketing and PR partner is an investment in the future of your event and the sport of rodeo in general. • Ticket Sales - If your event is like most, walk-up ticket sales are key to its success. Constant media stories act as reminders that your event is taking place and will drive consumers out to the rodeo grounds and straight to the ticket office. • Sponsorships - Sponsorships are the lifeblood of your event and no area of marketing has grown faster in recent years. Brands are constantly seeking opportunities to make stronger connections with customers. Synergy Communications can help develop new and exciting sponsor partnerships in order to keep your organization thriving year after year. We can also help leverage existing sponsor relationships to do more to promote your rodeo through PR/marketing and advertising. • Co-op advertising - Sponsors choose to spend money with your event in order to reach a specific audience, but they also want their own customers to know about their partnership with your organization. Synergy Communications can help you help your partners gain maximum exposure for your event.

Solutions For Rodeo Committees

Synergy Communications is a full-service public relations and marketing firm that specializes in western events strengthening its clients’ image, reputation, and profits through the strategic use of various promotional tools. We accomplish these tasks by focusing messages toward key target audiences. We have a 10 year track record of success with the Reno Rodeo, the 4th largest rodeo in America achieving over $5 million in PR exposure annually for the tenday event. Synergy Communications specializes in the following:


• Analyzing current marketing programs and making recommendations for improvement

• Branding - ensuring all components of the event work together for the overall good of the brand • • • •

Social Media Network Marketing using Blogs, Facebook, Twitter, LinkedIn, FlickR and YouTube Marketing consultation and implementation Exploring opportunities for television coverage Exploring opportunities for professional video production and broadcast to video boards to enhance fan experience • Exploring various promotional opportunities to help promote your event, including cause marketing • Website development recommendations • Enhancing existing or developing new promotions with businesses or media to increase event awarenesss

Public Relations

• Media Management leading up to and during event: Television, Radio, Print, Internet • Building a year-round public relations campaign - developing a positive and powerful “image bank” • Proactively generating news stories, i.e., profit centers, events, special interest, human interest, rodeo sports and action, charitable giving • Coordinating coverage opportunities in national, state, regional and local publications where applicable • Assisting with developing a strategy and plan of action regarding SHARK, PETA and other animal rights organizations • Developing a crisis communications plan of action • Media interview coaching for designated event representatives and spokesperson(s) • Providing a timely media coverage report for your board of directors • Proactive public relations planning for consistent story development that positively impacts the image of the event in the community

Sponsorship Development

• Developing value-driven sponsor packages based on national and local trends • Reasearching new sponsorship opportunities and assessing strategic markets • Negotiating major sponsor relationships, including naming rights, with brands in untapped product categories • Creating proprietary experiential programs • Leveraging existing, as well as establishing new cause-marketing programs and partnerships • Improving returns from existing sponsorships

Reno Rodeo Success Stories - 2009 Below are a few of the success stories from Synergy Communications and the 2009 Reno Rodeo. Reno Rodeo attendance was up an astonishing 8% in 2009.



Synergy managed 10 hours of live radio interviews broadcast from the rodeo grounds on local newstalk radio station heard in 3 states and live on the internet. Live Reno Rodeo mentions were heard every 30 minutes. Value of coverage $250,000

Social Media

Promoted Reno Rodeo through avenues such as Twitter, Facebook, YouTube, and MySpace. Facebook page generated over 2600 fans and 475,000 interactions involving Reno Rodeo in 3.5 months The hashtag “renorodeo� was used 64,000 times on Twitter in May and June


Managed/created over 40 TV news stories per day (5AM, 5:30AM, 6AM, 12PM, 5PM, 5:30PM, 6:30PM and 11PM) for 16 days (including cattle drive and queen pageant prior to rodeo), total 640 news stories (each 90 seconds to 3 minutes), value $750,000 Reno Rodeo combined coverage over three local news stations, designed and managed by Synergy Communications, received over 4,000,000 hits during the month of June


Helped create over 5500 column inches in local newspaper coverage resulting in a monetary value of over $780,000

Synergy Team Steve W. Schroeder – President PR Executive / Strategic Marketing

Steve brings strong marketing strategy knowledge, public relations expertise and extensive management experience to Synergy Communications. He attended Cal Poly School of Business and specialized in Marketing and Business Development. After years of making other companies successful he tapped his own entrepreneurial spirit and co-founded Synergy Communications with services specializing in marketing and public relations. His focus is “MPR” (Marketing Public Relations) a unique marketing and public relations strategy that gets results. He has extensive working knowledge of human relations, the sales process and client care management. Among his many success stories include International Food Service Executives Association, Hot August Nights, Professional Bull Riders (PBR), Professional Rodeo Cowboys Assn (PRCA), Reno Rodeo, Nevada State Fair, National Council of Juvenile and Family Court Judges, The City of Reno, The City of Sparks Centennial Celebration, Moms on the Run, Children’s Cancer Awareness, and Suzanne Somers’ Menopause Clinics. Clients have appeared on CNN Headline News, MSNBC, CBS, ABC, NBC, FOX, Good Morning America, ESPN, ESPN2, OLN, Speed Channel, Discovery Channel, The Learning Channel, Fox Sports Net, NY Times, LA Times and many other national, regional and local media outlets. He is an expert in Real Estate Marketing, Cause Marketing, Public Relations, Event Marketing, Non-Profit Marketing and PR, Media Relationship Development, Brand Management, Image Marketing, Sponsorship Development, Positioning, Strategic PR Consulting, Exit Strategy Marketing, Targeted Media Development. He is the co-creator of the “Rodeo State” charitable license plate for the state of Nevada. He is an Associate Member of the Reno Rodeo Association, Member of the Board of Directors of the Nevada State Fair and past Member of the Board of Directors, for the Keaton Raphael Memorial for Children’s Cancer. He and his wife have 4 children and live in Reno, Nevada.

Alyssa Barnes - Vice President Western Lifestyle Marketing

Alyssa brings to Synergy Communications a palpable enthusiasm for rodeo and western lifestyle marketing. Having grown up in a family of equine and rodeo enthusiasts, her knowledge of the topic is well developed and far-reaching. Alyssa’s father, Paul Barnes, makes his living training performance horses while her brother, Bryce Barnes, a former National High School Rodeo All-Around Champion, is currently the assistant rodeo coach at the University of Nevada, Las Vegas and competes in tie-down roping in the PRCA. Alyssa herself competed in rodeo throughout high school, qualifying for the National High School Finals Rodeo all four years. She competed at the intercollegiate level at Cal Poly, San Luis Obispo, where she also earned her degree in Business Administration and Marketing, and continues to compete today. Her professional career has included developing and managing marketing programs, primarily in the real estate development industry, specializing in event promotion. Her primary objective as she heads up the Western Lifestyle division of Synergy Communications is to professionally develop and grow equine and western related events as well as the sport of rodeo by attracting new competitors, fans, and sponsors to the sport.

Michelle Hackman - Vice President Marketing and Public Relations Development

Michelle has a diverse public relations resume ranging from serving as the executive producer for Reno’s most watched television news station to serving as the director of public relations for one of Reno’s largest hotel, casino, spa resorts. With 1,635 rooms, 10 restaurants, nightclub, and spa, Michelle used her communications skills and expertise to create and implement successful marketing, publicity, and communications campaigns for the Peppermill Resort, Spa, Casino. During the grand opening of the Peppermill’s $400 million expansion, Michelle worked one on one with hotel, food and beverage, catering, and sales departments to execute a strategic public relations plan. It was her attention to detail that ended with the event being praised by Nevada Governor Jim Gibbons and Reno Mayor Bob Cashell. Michelle attended the University of New Mexico and earned her Bachelor’s of Arts Degree in Communications and Journalism. As a member of the Public Relations Society of America, Michelle understands the importance of associations and the roles they play in developing and furthering careers. During her eight years in broadcast journalism, Michelle was required to supervise a staff of 50 people, as well as develop, write, and edit news stories. As the executive producer for the Reno NBC affiliate, KRNV 4, Michelle’s primary goal was to build a news staff that worked together as a team. Under her direction, the station became the most watched television news in Reno. Michelle has been honored with several prestigious journalism awards including the Edward R. Murrow Award and Best Newscast. Michelle, her husband and dog Echo are outdoor enthusiasts.

Select Client List

“In my 55 years in Professional Rodeo Steve and company are the best I have ever worked with. Reno Rodeo is proof - the biggest and best in the West.” Cotton Rosser President Flying U Rodeo Company

“The Reno Rodeo Foundation has worked with Synergy Communications for almost a decade and we couldn’t be happier. Steve and his team are very passionate about Rodeo and, in our case, the charitable outreach of the Reno Rodeo Foundation. Their ability to garner positive media attention across multiple platforms is unparalleled. They are excellent PR/Media strategists. We can always count on them to deliver on their promises and to help us develop and implement creative new ideas to highlight the sport of Rodeo, the Western way of life and the philanthropic work we do. Synergy Communications helps us establish a strong presence in our community and we are truly grateful.” Marie Baxter, Executive Director Reno Rodeo Foundation Director, Reno Rodeo Foundation. “Steve is a great friend of our rodeo. He is the type of guy that is always thinking about how to make our rodeo better. He never stops striving to think out of the box. I love his energy and devotion.” Mark Elston 2008 Reno Rodeo President

“I have covered the Reno Rodeo for the past 11 years and worked with Steve Schroeder and his team at Synergy Communications for the past nine. They are knowledgable, innovative, efficient and, most importantly, helpful. Steve and his team understand the unique requirements involved in covering rodeo and do an outstanding job educating inexperienced members of the media about the sport, feeding them story ideas and putting them together with the right sources. For the experienced members of the media, the Synergy group provides us with what we need to do our jobs. There is no better praise than that. They are total pros.” Guy Clifton Rodeo Writer Reno Gazette-Journal 2002 PRCA Rodeo Writer of the Year



Communications 500 Ryland Street, Suite 200 • Reno, NV 89502 • Phone: 775-825-2665 • Fax: 775-825-6411 •

Synergy Communications Rodeo marketing brochure  

This piece was created in order for the client to target rodeo and western lifestyle clients.

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