CONCAVE SELECTS TRUE NORTH BRAND GROUP TO SPEARHEAD ITS PR EFFORTS

TORONTO (July 31) - Concave footwear, maker of a proprietary advancement in soccer footwear that has the ability to change the way the game is played, has selected True North Brand Group, Inc., to lead its public relations efforts.

“To really understand how a new technology can give players more confidence to make shots and passes they never thought possible we needed to find a firm that not only understood our marketplace - having the ability to speak to dealers and players - but a firm that could also support the grass root efforts needed to put the product in front of players,” said Billy Bacci, director of marketing for Concave. “We really believe that once players try this product we’ll own them.”

Concave has spent the past 8 years refining its technology and will launch in the US later this summer.

“It’s not very often you get to align yourself with a brand that can change a sport,” said Mark Tedeschi, president of True North Brand Group, Inc. “Prince Racquets did it in tennis, Callaway and its Big Bertha driver did it in Golf – and Concave is poised to have that same kind of impact in soccer. We’re thrilled that we get to help tell their compelling story!”

Media Event Promotes Healthy, Active Lifestyles
at Sports Club/LA

True North’s TrendCast gives media first look at new active lifestyle gear

New York, NY (May 13, 2009)- Nearly 50 members of the media attended True North's annual TrendCast event held at The Sports Club/LA on May 13th to preview the latest trends for Fall/Holiday 2009. TrendCast, an intimate new product expo for the media, featured 15 brands from the fitness, fashion, and active lifestyle categories.

Representatives from media outlets like Health Magazine, Oprah Magazine, MTV, AOL.com, CBS News, and Men's Journal could be seen testing products and learning about new fitness and style trends. New to TrendCast this year were members of social media networks; Editors of mom blogs as well as twitter users were in attendance.

Back this year, the Sporting Goods Manufacturers Association (SGMA) announced their 2009 Sports and Fitness Participation Report as well as their push for a Health Care Reform called “The Personal Health Investment Today (PHIT) Act of 2009.” PHIT strives to prevent illness and improve health in America by encouraging more active lifestyles. (www.SGMA.com)

Fitness:
With so much focus on getting back into shape and leading healthy lifestyles, fitness products are in high demand! ICON Fitnesswww.getpoerbells.com) ICON also demonstrated their NordicTrack Incline Trainer that goes to an incline of 40% which provides an astounding range of workout options even at walking speeds. (www.nordictrack.com)
demonstrated their kettle bells- a "retro" fitness product that was extremely popular in the 40s. (

Octane Fitness continues commitment to delivering breakthrough, performance cross training. Low impact cardiovascular equipment is the sole focus of Octane Fitness' extensive research, development, testing, and manufacturing- all ultimately to benefit exercisers with superior quality products; innovative, effective workouts and unparalleled personalized service. (www.octanefitness.com) McDavid is the leading manufacturer of sports medical products, protective equipment, and protective apparel. Their innovative HexPad technology had been worn by a majority of college football teams, professional basketball teams, as well as a large and growing number of high school and recreational leagues and athletes in sports categories. (www.mcdavidusa.com)

Winter Sports:

Winter gear, a staple at TrendCast, was on full display this year, also promoting healthy, active lifestyle. Gordini displayed the latest line of gloves, mitts and goggles-encompassing all of the ski and ride trends in fantastic color and style. Also, displayed were Gordini’s line of goggles which are a part of GASP - Gordini Artist Series Project. They took the new Sprock frame and let two of today’s most prominent artists go wild with the graphics. The result? All the Sprock features and tech, with a limited-edition look you can only get from Gordini— the next step in the Gordini Artist Series Project. To compliment individual style-Gordini also displayed its new line of base layers at the event. (www.gordini.com) Marker paid tribute to the royal family displaying their latest in binding technology. Featured at TrendCast was the Jester Schizo along with the Griffon Schizo. Showing off your latest tricks in backcountry or blazing through powder requires a different technique, now with the Schizo- Marker lets you do it all -with a simple twist at the toe- your binding can be placed exactly where you want it. At TrendCast, attendees were able to see first hand the advanced technology behind the Schizo design. Also, featured was the Duke, Baron, Jester and Griffon. (www.markerusa.com) Volkl also showed its new line of skis. Whatever your style-Volkl meets your needs offering the most advanced in ski designed on the market today. Among those featured at TrendCast were the Chopstick, Gotama, Katana, Kuro and Mantra.(www.volkl.com/ski)

Fashion and Active Lifestyle:

Fashion and active lifestyle brands were a major focus at TrendCast 2009- covering everything from footwear to all natural hand sanitizer. These brands compliment the healthy and fit lifestyles promoted by the fitness and winter sports brands. KangaROOS footwear delivers market-right styling, with each silhouette featuring a unique pocket story, and an adventurous twist on color. The brand features styling for a wide range of women, a stand alone line for children, and a collection reminiscent of the shoes worn by the great Walter Payton. (www.kangaroosusa.com) Randolph Engineering, the original sunglasses for the military, became the prime contractor for military- style aviation flight glasses for the U.S. Department of Defense. Each of the seven styles are customizable and come with a lifetime warranty. (www.randolphusa.com) Thule is the world leader in sports and utility transportation. Their extensive line of carriers for bicycles, skis, kayaks, surfboards, and cargo are all tested to the strict European standards which are not found in the US. (www.thuleracks.com) AnneMarie Borlind produces a complete line of personal care products and cosmetics designed to address the needs of all types of skin, but the product line has received international recognition for its anti-ageing treatments, having been awarded the French Victoires de Beaute, Prix Beaute Sante and Better Nutrition Best of Beauty. (www.boerlind.com) All Terrain is a leading maker of all natural performance skin-care products developed by and for outdoor enthusiasts who expect the most from themselves and the products they use. All Terrain 's products are effective, disproving the myth that if it's natural, it can't work as well as chemical based products. (www.allterrainco.com) Victoria Tane, artist, entrepreneur, and inventor of the patented hair accessory, Headbenz, creates one-of-a-kind and limited edition jewelry and accessories using vintage, handmade, and recycled components. (www.victoriatane.com)

True North Brand Group is a public relations and marketing firm specializing in cost effective solutions to building brands. For more information please visit http://www.truenorthpr.com/

Recent Successes Within the Tech Space

True North has expanded its portfolio into the technology sector and have hit the ground running. We are really excited to be working closely with such a promising new start-up, ClickFuel (Click Fuel). Former, President of the Monster North America, Steve Pogorzelski, has launched this new Boston-based company and has taken on the role of CEO. Although True North has primarily specialized in the consumer marketplace in the past, we are now aggressively diversifying our client portfolio and are proud to have ClickFuel as a partner. In just two short weeks, True North introduced ClickFuel to the New England Technology sector by working closely with contacts at Mass High Tech. This resulted in an excellent piece of coverage (Mass High Tech) as well as a follow-up piece citing ClickFuel in it’s "Startup Watch: Five you should follow.”

We look forward to bringing ClickFuel unbeatable success with all public relations initiatives!

True North’s staff is made up of high level PR professionals who are experienced within consumer, technology and professional services industries. The key to our success is the common mindset among our professionals. We believe in cultivating and fostering relationships with members of the media and understanding the needs of both our press contacts and our clients and aligning those objectives to make a perfect match. Our team’s strengths are all encompassing and we consider ourselves among the finest of full service agencies.

Twitter

It is starting to happen, you see it creeping up all over the place - Twitter... The latest buzz word for communications. Just this morning a major morning show mentioned how Twitter is a new up and coming tool. So what has started this new craze of information on Twitter and how did it end up on my morning show? People tweeting (a short micro-blog message, much like a text message, that goes out to your entire follower -subscriber- list) things they really shouldn't be tweeting. Insulting a town where one of your biggest client is, tweeting a jury verdict before the court's doors are opened and others are just some of the famous cases being talked about right now.

Like all other forms of social media, Twitter really has been around for a while, fixing itself here and there (those of use who have been on it for a while remember the cute messages that Twitter is tired because too many people were signed on at once). It seems that medias are being picked up by a larger audience faster than in the past, but there is still a learning curve. Someone on the news today called that learning curve 'social mors' (GREAT description) or the social morale thinking behind a new technology. Besides the technical aspects of a new social media, there is the unknown morale compass that must be discovered. What is too much? How will this effect other people? Was Aston K right to tweet a picture of Demi Moore's bikini clad butt? [That is another discussion I have seen in the blog scheme]. It will take some time for people to really create a code by which you should Tweet.


In no way am I saying don't start on Twitter.. Twitter is wonderful, people are finding jobs, they are finding new hires, products are being found and shared, individuals are becoming HUGE celebrities and sources for the media, people are more informed more easily than every before. Social Media is a wonderful thing. BUT like I said about Facebook, you want to explore, but be a bit careful.

Are you thinking of venturing into Twitter? Great! Do it! If you are wondering how to get started or what to say, start by following people on Twitter. The common courtesy on Twitter is to follow those who follow you. Start with the NYTIMES, Facebook, CNN, NPR politics, and other publications or news stations you watch and listen to. Find friends on Facebook. Find products you like. Use Twitter to help keep you informed as well as to inform others. A great way to start a network is to search your companies name on Twitter, then follow those people who mentioned you in a Tweet.

Yes, social media can make something small become something big very quickly. Yes, it can be scary, but it can be a strong and powerful tool - for sales, for your communication team, for crisis communications, for customer service, for really just about everything in your company.

If you have any questions or would like some help getting started, my team and I are happy to help.

Facebook.... does it still sound a bit scary to you?

Even for those of us who have been on Facebook for a while, there is aLOT to learn. Look at the growing number of applications- quizzes, stickers, videos, SuperPokes, etc. Really, it is a beautiful micro-case of Social Media ( for many Facebook is making the introduce to the world of social media).

In March, Facebook has announced a change to the latest News Feed page (the first page you see upon entering Facebook), to sorting methods and the introduction of Public Profile Pages. In a one hour (and 5 minutes) media event and Q&A, the founders and creative minds at Facebook revealed the big 2009 plan and changes -some of which I just mentioned.

For businesses, the biggest change is the introduction of Public Profile Pages in place of the old Fan Page set up -- President Obama, CNN and others have already launched this new profile style. This allows the company, individual, etc to have a profile on Facebook, to set privacy settings and to reach more people. This will allow companies to, not connect personally to over 5,000 people, but to allow over 5,000 people to connect to them' (Facebook Video). Over 5,000 people will be able to receive notifications, information and postings on their new feed and highlights, allowing more people to stay informed with (really) less work on the business side.

Original Profile Pages (like mine) are capped at 5,000 friends which lead to the development of the Fan Pages which allowed fans of a company to read updates, be updated via Messages or the Message Board, meet other fans, enter contests, etc on the Fan Page.

What is this going to mean for companies?

It's going to depend on how you use Facebook. One of the important things about Social Media is that people really put themselves out there. In putting themselves out there, people may feel more violated if they are being spammed. If you are interested in how Facebook can be helpful to you and your company (or just how to use Facebook), my team and I are happy to help.

Remember, Social Media is a wonderful, powerful (and fun) tool. It can connect you and promote you, but when misused, it can be dangerous. At True North we will work with you to help you better understand what you are trying to do and what opportunities are available to you.

NYC Mercedes Benz Fashion Week

Our visit to New York City for Mercedes Benz fashion week (fall 2010) was a crazy 36 hour trip! Mary of Randolph Engineering and I took an early-ish Amtrak train down to NYC (luckily not at 630am train like normal!) and stayed in a brand new Holiday Inn.

Once we had checked into our awesome hotel, Mary and I went down the block to the Starbucks to meet with stylist Sandra Staayer. Sandra has done styling for everyone from Cingular Wireless commercials to aiding fashion designers with their fashion shows to working on the Sex and the City series. She had a lot of great ideas on where RE fits into the fashion world as well as ways to get RE celebrity seeding and on major TV. shows and movies.

That evening, we attended the Michael Bastian fall 2009 fashion show which was held in a loft in Chelsea. The show was really cool and very different from other shows- instead of having assigned seating, everyone stood around the runway and the show ran three times instead of just once. This allowed people to come and go as they pleased. After the first run through, we ran into Kanye West (Mary tried to get him sunglasses) and chatted with Michael and everyone at Michael Bastian. It was a fun night that ended with a big Italian dinner in the West Village- hopefully we will be back in the fall for the Spring 2009 show!

On Tuesday, we did a small media tour with a few trade publications in the morning and afternoon then heading back to Boston. Definitely a fun and fast trip!

Walter Payton Collection Launch Week

Talk about a crazy week! I just spent the past week traveling to Chicago and Tampa for the launch of the Walter Payton Collection from KangaROOS. The week started in Chicago with a party on Tuesday night hosted by the Walter Payton Foundation. The party was held at the Navy Pier and attended by members of the media, friends of the Payton family, and some ex-NFL players including Jerry Azumah.

Wednesday I spent all day in the Chicago airport due to a snow storm in Boston and finally made it back around midnight! Thursday was spent in the office preparing for the Superbowl launch party on Friday.

I ended up taking a 6am flight on Friday to Tampa, connecting through Washington DC. My flight was late getting into Tampa and since I always fear for the worst, I did not think that I would get everything set up in time for the event. So, while carrying McBody (our plastic male mannequin) and Walter (the poster) under my arms, I ran to the taxi area where I managed to get a cab in 2 minutes and arrived at the hotel 10 minutes later- only to find that everything had been set up for the event the night before. Perfect! I did not attend the Man of the Year luncheon (that happened before the launch party) so I sat in the other room for 2 hours before anyone came in to see the shoes- apparently Kurt Warner was running late and you can’t start lunch without Kurt! I got to meet all three Man of the Year nominees which was definitely cool. They all were really interested in the shoes and I believe we sent them each a pair or two. After the event, the Payton’s did a huge media run and gave out the extra gift bags to reporters- the sweat bands were a big hit!