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Since 1937, Carroll Electric, Berryville, Ark., has been dedicated to providing northwest Arkansas and southwest Missouri with “safe, reliable electricity at the lowest possible cost.” For more than seven decades this dedication has spurred the Carroll Electric team to explore every avenue that would allow them to better serve the cooperative’s members, including the addition of new services. In 1982 the cooperative chose to employ an in-house tree and brush service that would fully comprehend the needs of its members. According to Rex Hendrix, right-of-way manager of Carroll Electric, “Our crews most definitely have the interest of all of our members in mind as they perform our work.” Each crew member is trained by a certified arborist on how to employ proper pruning techniques. This dedication is recognized by the community the crews serve. “We have had several members request that we have our in-house right-of-way crews do the work on their property versus contractors,” Hendrix said. Employing an in-house crew also streamlines communication. The communication process between the cooperative’s departments is much more efficient and effective than it would be with an outside contractor. Hendrix said, “[Each department’s] efforts complement each other. Our [ROW] crews can prepare right-of-ways for the next step, which is our construction crews coming in to build the lines. It allows everybody to be on the same page and prevents lost time.” In addition to the proper removal and trimming of trees, Carroll Electric’s crews work to educate members about power line safety. This includes teaching people about the hazards of utility lines and explaining where and where not to plant trees. Continual GrowthWhen Carroll Electric began handling tree trimming in-house, the team consisted of three crew members. In a continual effort to

provide its customers with better service, the cooperative has been steadily increasing the amount of ROW maintenance it handles in-house. In order to manage the increased trimming responsibilities, Carroll Electric has gradually added crew members and equipment for the past 25 years. Today, 60 crew members handle 70 percent of the cooperative’s ROW needs in 11 counties. The cooperative’s service area spans over 2,800 square miles, bringing electricity to 68,000 members. Carroll Electric’s ROW crews work to trim 9,000 miles of power lines every five years. They also return to several trouble areas each year to clear storm damage or re-trim trees that grow more quickly than normal.

In addition to the Carroll Electric crews, contractors are employed to handle the work that the in-house crews do not manage. Hendrix said, “With the new equipment we are putting in place we are hoping to narrow that gap and do more of it in-house as we progress.”

Customer Service ToolsThe cooperative’s equipment complement has grown from two buggy trucks and a tractor to a 35-unit arsenal made up of three Jarraff All-Terrain Tree Trimmers (Jarraff Industries, St. Peter, Minn.), four mechanical trimmers, eight ground clearing machines, four Geo-Boy Brush Cutter Tractors (Geo-Boy, St. Peter, Minn.), and 16 right-of-way bucket trucks with chippers.

Customer Service Standards Reach New Heights at Carroll Electric

Contractor: Carroll Electric

Location: Berryville, Ark.

Equipment Used: Jarraff 4 Wheel Drive All-Terrain Tree Trimmer & GEO-BOY Brush Cutter Tractor

Specifications: Row Maintenance in 11 counties

PROJECT PROFILE:

1-507-934-8688 - www.jarraff.com

IN THE FIELD ROW MAINTENANCE 4x4 JARRAFF


The Jarraff All-Terrain Tree Trimmer keeps Carroll Electric’s crew members safely on the ground while the trimmer’s fiber glass boom reaches cutting heights up to 75 feet.

This equipment allows Carroll Electric crews to remain committed to their mission. They are able to maintain ROWs efficiently, keeping costs low and electricity flowing. “One trimmer has proven, on average, to take the place of five bucket trucks in rural areas, reducing the amount of man hours and labor for hand climbers and ground crews,” said Hendrix. The Geo-Boy also contributes to the mission in that it keeps community members safe while providing them with uninterrupted power. “The [Geo-Boy] bull hog has a minimal amount of debris thrown from it during operations. This greatly improves public safety and reduces the chance of property damage,” Hendrix said.

In order to effectively serve Carroll Electric’s members, the equipment must be maintained and kept in working order. To do so, the operators are trained to properly maintain the equipment and make minor repairs. The cooperative also employs four mechanics at a garage in Berryville, Ark. and two at a smaller garage in Bentonville, Ark. These mechanics handle most of the major repairs.

When more difficult maintenance questions arise, the cooperative relies on the equipment manufacturers. Hendrix said, “[Jarraff’s staff] can lead you to any problem that you may have. They can help you diagnose it on the phone, they know exactly what part you need and, in most cases, they can have that part to you by the next day. On a couple of occasions, we’ve been stumped on some issues and they’ve never failed to fly down and get out in the field with us to correct the issues.”

Safety is KeyThe importance of safety is deeply seeded within Carroll Electric, not only the safety of its customers but of its crews as well. “We have an in-house safety coordinator that comes in and puts on different classes and helps us with all this training,” Hendrix said. All of the employees are required to go through an Electrical Hazard Awareness Program in order to become certified to clear vegetation around power lines. Beyond the initial training, crews attend safety meetings each month. These meetings cover everything from electrical safety to driver’s safety.

Aside from basic power line safety training, crews are also trained on how to use the equipment that the cooperative employs in the field. “We train our operators by utilizing the manufacturer’s representatives to come in and make sure that we understand the equipment that we use and that we are able to maintain it in a safe fashion,” Hendrix said.

“The safety of our customers is a top concern, which is why we work so closely with them to help them utilize our equipment safely and effectively. Working with Carroll Electric is great because not only are they very conscientious about maintenance and safety, but they also have great communication within the company, which ensures that everyone is well informed.” said Heidi Boyum, president of Jarraff Industries.

As an in-house vegetation management crew at an electrical cooperative, the employees are exposed to additional safety training. Hendrix said, “They are involved in all of our lineman safety meetings. We try to make sure that they are very educated on electrical safety.”

It is also important that any contract crews that are brought in to handle a portion of Carroll Electric’s work be held to the same safety standards as the in-house crews. The key to achieving this is communication. Contract crews go through an orientation process to make sure they understand the voltage they will be dealing with. Carroll Electric also provides the crews with any additional safety equipment they may need to perform the job safely. While the crews are in the field a trained journeyman lineman from Carroll Electric serves as a team leader to ensure that everyone is working safely.

Storm Restoration ChallengeCarroll Electric makes it their mission to serve its customers in every situation. This was illustrated during the severe northern Arkansas Ice Storm in January 2009. The in-house right-of-way crews teamed up with several crews from other states to help minimize outage times and restore power to the cooperative’s members.

One of the biggest issues during this ice storm was accessing the power lines. “We normally try to get assessment crews out ahead of time to assess the damage before we can actually get our trucks to the areas of need. Our assessment crews during this ice storm had to carry chain saws to cut the trees and clear the roads before they could even get to the power lines,” Hendrix said.

The ice storm caused residual problems for four to five days after the initial storm had hit. Crews would cut their way in to repair the power lines and then had to turn around and cut their way out again.

During the January 2009 ice storm, as with all of Carroll Electric’s work, safety was the first priority. Hendrix said, “We want our crews to slow down and double check all of their safety equipment before they begin the work.”

1730 Gault St. • St. Peter, MN 56082 • Fax: 1-507-934-8690

Phone: 1-507-934-8688 or 1-800-767-7112


Carroll Electric’s vegetation management crews clear right-of-ways, making way for its construction crews to come in and build utility lines.

The equipment employed by Carroll Electric also proves its worth during storm restoration projects. Hendrix said, “The Jarraff is an off-road machine and the operator has an enclosed cab. The machine can maneuver into areas and allows our crews to continue working with minimal adjustments for the weather. It prevents employees from having to get out and physically do the work in bad conditions.”

Just as important as being able to spring into action during an emergency restoration situation, are the preventative measures taken to minimize potential problems during a storm. Properly maintained ROWs ensure that Carroll Electric will be able to better serve their customers rain or shine. “We prepare right-of-ways to withstand small storms and in case of major storms the maintenance plan will help reduce the number of problem trees and help provide faster restoration time,” said Hendrix.


Phone: 1-507-934-8688 or 1-800-767-7112


After the January 2009 ice storm Carroll Electric’s in-house trimming crews worked with crews from other states to quickly restore power to its members.

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METAL CONSTRUCTION NEWS - ARTICLE

Engineering a Door that Provides both Protection and Aesthetics

By Kevin Landgraff Technical Sales Specialist Door Engineering and Manufacturing

Contractors know the need for strength and protection when selecting a vehicle access door for a hurricane zone. In these zones architects must take into consideration protection as well as aesthetics and function. It is the contractor’s responsibility to find a door that fulfills the architect’s specifications and the customer’s needs, and wants.

Protection can be ensured by selecting a door system that has been approved for hurricane zones. There are different requirements in every area, Miami-Dade and Broward counties in Florida have the highest standards. These counties make up the High Velocity Hurricane Zone (HVHZ). Wind speeds in this zone can reach, and exceed, 146 mph. The HVHZ section of the Florida Building Code requires that openings in commercial and residential building, in these areas, be covered with approved windows, doors or shutters. For a company to receive an HVHZ rating for a particular product, their product must undergo a series of strenuous tests.

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The doors must pass both positive and negative loading of 150% of the design load for which the manufacturer is applying. Next, there are two categories of impact tests: small-missile resistant and large-missile resistant. Doors installed less than 30 feet above the ground level must be large-missile resistant. The doors, and glazing, are impacted with pieces of wood weighing 9 pounds, traveling at 50 feet per second. Afterward the door and glazing must resist 9,000 cycles of positive and negative pressures. In order for the product to pass, no penetration through the door or glazing can occur. If a door passes these tests it complies with the Florida building code, as well as the Miami-Dade and Broward standards. These strict standards are not required in all hurricane zones along the Gulf and East Coast. However, they are taken into consideration when building in these areas.

Engineering and manufacturing a door that is able to meet these requirements presents a challenge to any manufacturer. Door Engineering, Kasota, MN, has over 40 years of experience in engineering and manufacturing door systems. This experience lends itself to designing hurricane rated doors. In addition to heavier gage construction and impact resistant 9/16” laminated glass, hurricane locking mechanisms were added to Door Engineering’s four-fold door in order to meet the requirements. The doors are rated for 65 psf, which corresponds to wind speeds of approximately 160 mph. To ensure the Door would pass the tests, Door Engineering worked closely with Florida Certified Professional Engineers along with utilizing SolidWorks Design Software. This software package allowed engineers to design a 3-D model of the system and apply loads to determine how the structure and components will react under stress.

The recent harsh hurricane seasons and increased building code regulations have raised awareness of the need for hurricane rated products. For this reason, Door Engineering expanded its product line to include a hurricane rated door system. There is a need in this market for a door that offers glazing and color options. According to Blair Novy of Door Systems, Inc. in Florida, “Many contractors are concerned about how the doors look in relationship to the rest of the building in terms of color and glazing.”

Aesthetics have also become more important to municipalities. Because fire stations are being built in the middle of high-traffic urban areas, the demand for attractive doors increases. Contractors are looking for doors that offer more glazing to allow natural light into the facilities they are building. This is not always an option as most manufacturers offer limited glazing and color options. In some cases, contractors have had to use two doors for one opening to meet hurricane requirements. A full glass sectional door is used to offer the aesthetic experience while a coiling hurricane door is mounted over the sectional door to offer protection during storms. Door Engineering’s hurricane rated four-fold door system provides a one-door solution that offers protection without compromising on aesthetics. Other available aesthetic features include, raised panel finishes, powder coating and finish painting, which allows contractors to choose from a virtually unlimited number of colors.

It is important to know what is available for hurricane resistant doors. In most commercial and residential buildings the vehicle door systems cover the largest and most visible openings on the building. In many cases this fact is overlooked. “As a dealer it is our job to inform and educate contractors about the available options so they can make the wisest choice,” said Novy. Talking with a knowledgeable dealer will help a contractor learn more about the options so they can find both protection and aesthetics in a hurricane door.

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Rising Above Circumstance

By Eliza Koch

When Chuck Hirt reflects on his life he is amazed at how God has shaped it. As his story unfolds

you will begin to understand why.

Hirt was left by his unwed mother to be raised by strangers on a farm outside Isanti, Minn. He was

raised in an environment full of sin and perversion. This affected his four siblings deeply and permanently.

Hirt, for a time, escaped inexplicably unscathed. “For some reason God just had his hand on me,” he

explained.

After high-school, Hirt joined the United States Air Force. He also met and fell in love with a local

pastor’s daughter, Kristen. Hirt came home on leave in 1966 and they were married. The happy couple

moved to England, and Hirt left his painful childhood behind. It was when he and his wife returned to the

U.S. that his past caught up with him.

He became an alcoholic. Like so many other addicts, his behavior affected his family. In September

of 1989 his wife finally had enough. She told him he was an alcoholic and he had to move out. “If you

decide you have a problem and you want to get well I will give you a chance,” she said. He fought as hard as

he could to convince her that he wasn’t an alcoholic but she refused to budge. Defeated, he agreed to go

through a recovery program.

After he completed the program, there was still something missing. “I didn’t know how to live

sober,” he said, “I just knew that the penalty hanging out there [losing my family] was too severe for me to go

back to alcohol.” He struggled with anger and resentment for years, until August 9, 1993. That night he

found what was missing from his recovery.

He went to North Heights Lutheran Church to attend a conference on the Holy Spirit. Before the

conference, he stepped into a prayer room, where he was forever transformed.

“I wish I could tell you exactly what I prayed, but I have no recollection of that. It was genuine

repentance and just crying out to God. I remember distinctly that something very deep happened. When I

got up the next day I was a brand new creation. This burden of guilt was lifted. It was euphoric. I was sold

out to Christ from that point on,” Hirt said.

He realized that this was exactly what was missing; there was a complete lack of spiritual guidance in

his recovery. His marriage was renewed and God revealed his new purpose. He has since made it his

mission to help addicts find that spiritual guidance. As the board president of Metro Hope Ministries, he is

working with churches to aid them in reaching those who need help in their congregations.

One of the ways he is doing this is working with other faith-based recovery organizations to host the

Annual Recovery Celebration Friday September 14. The purpose of this event is to celebrate Christ’s

involvement in the recovery process. This year the Recovery Celebration Committee including Minnesota

Teen Challenge, Metro Hope Ministries, AlphaCitiCorps, and many others are working to provide workshops

at the celebration.

“This is an incredible tool,” Hirt said. The workshops are designed to teach churches how to offer

“a strong Christ-based place for recovering addicts to go.” Some churches don’t realize the role they can play

in the recovery process. These three workshops can equip churches, ministers and lay to minister to people

with addiction. They are scheduled from 1 p.m. until 4:30 p.m. Those who wish to attend can register online

at http://www.recoverycelebration.com or by phone at (612)238-6800 for a fee of $25.

The organizations involved with this event are working together to bring Christ’s message to those

struggling with addiction. “We want to bring together ministries that are out there helping people in

bondage. We want them to collaborate on being available for churches,” Hirt said. It is his hope that,

through this collaboration, churches will provide the spiritual guidance his own recovery was missing.

Wolf Tree Experts, Inc., Knoxville, Tenn., has a deep history in the tree trimming industry. The company was founded in 1926 by Jacob L. Wolf. He started with residential jobs, expanding to utility and telephone company contracts when his sons joined the business. Now, in its third generation, the company is still growing and setting high standards in the process. Tom Wolf, president of Wolf Tree said, “Our company works to provide a rewarding, satisfying and safe working environment for our employees, and to exceed the expectations of our customers to help ensure reliable, uninterrupted electric service over our entire service area.” Territories & ProjectsThis service area covers 12 states in the southeast corner of the United States. To do this successfully the company has broken the territory into four regions. A regional manager is assigned to each one of these sections to oversee the projects. Each regional manager is also responsible for 125 to 175 of Wolf Tree’s 650 employees. “Having a manager in each area helps immensely in maintaining our production goals and schedules,” said Safety Director Louis Geasland, “It is much easier for each manager to handle 7 to 10 contracts in his region than for all of them to go through the central office.” Covering a large service area also means taking on a variety of jobs. Wolf Tree provides services under time-and-material contracts, lump-sum arrangements or a per-unit basis. Most of Wolf Tree’s customers consist of municipal electric distributors, electric cooperatives and investor owned utilities. These companies have anywhere from 300 miles of line to thousands of miles of line. Regardless of the size of the project, Wolf Tree keeps these lines clear. “We help keep the lights on, in a nut shell. Trees are the leading cause of power outages, and we provide the services to utilities to keep the trees out of power lines. In the event of a storm we clear the way to get the power back on,” Wolf said. Wolf Tree crews are prepared to move in as soon as a storm blows over. “When natural disasters hit, we like to be ready,” said Wolf. After Hurricane Katrina hit in 2005, 300 Wolf Tree employees

relocated to clean up after the storm. Hurricanes aren’t the only storms Wolf Tree is prepared to handle. “In January and February 2007, we transferred more than 100 Wolf Tree employees to Oklahoma and Missouri to help restore power following a major ice storm,” he said. In these situations crews must be even more dedicated to their work. It is not unusual for crews to work all day and night to return power to customers after a storm. Equipment & MaintenanceReliable equipment plays a big role in returning power after a storm, as well as maintaining power. “In the event of an ice storm our Jarraffs [ All Terrain Tree Trimmer (Jarraff Industries, St. Peter, Minn.)] really help a lot. They keep the guy out of the danger area,” said Wolf. Wolf Tree uses nine Jarraffs, five additional mechanical trimmers, lift trucks, brush chippers and other pieces of ground clearing equipment. Each piece of equipment proves to be necessary to Wolf Tree’s operations. Bucket trucks are used in urban areas to keep the power lines clean. The mechanical trimmers come into play in rural areas. After the branches in these areas are trimmed, mowers come in to clean up the floor of the right-of-way. Because Wolf Tree depends heavily on their equipment, it is important that each piece is maintained properly. Area Manager Cliff Charrier said, “We keep the mechanical trimmers greased daily. Also, we keep debris cleaned off of the equipment, so it

Wolf Tree Experts: Providing Customer Service and Employee Safety for 81 Years

Contractor: Wolf Tree Experts, Inc.,

Location: Knoxville, Tenn

Equipment Used: Jarraff 4 Wheel Drive All-Terrain Tree Trimmer

Specifications: Row Maintenance, 12 State Service Area

PROJECT PROFILE:


IN THE FIELD ROW MAINTENANCE 4x4 JARRAFF


Wolf Tree Experts, Inc. services 12 states utilizing tree trimmers, lift trucks, brush chippers and other pieces of ground clearing equipment.

doesn’t sit there and dry. If you don’t, you’re going to have a fire there.” Charrier’s crew spends one to two hours at the end of every week cleaning and maintaining their equipment. “This helps control breakdowns,” he said. The company has eight people working in the maintenance department who service the equipment. However, the majority of repairs are outsourced.

Given the amount of equipment the company uses, maintenance can prove to be difficult; for this reason manufacturer support is essential. “If we have any problems in the field, we can call Jarraff Industries. Most of the time they can coach us through it right there on the job site, if it’s not anything major. They help us out a lot with maintenance,” said Charrier. Many times, communicating mechanical problems to a manufacturer can be difficult. Being able to work with manufacturers is integral to preventing unnecessary downtime.

EfficiencyBeing able to repair equipment quickly and properly improves the company’s efficiency. If equipment is down, crews are unable to work to their full potential. This is especially true when a mechanical trimmer needs repair, as it is 3 to 5 times more efficient than an aerial lift crew. While these lift crews can clear a mile of line per week, a mechanical trimmer can clear five miles. “There is no match speed wise. For example, you could take a bucket crew to go

in and trim a tree. It might take you an hour to two hours to trim that tree, and that Jarraff could have it trimmed in 15 minutes,” Charrier said. Efficiency plays a key role in fulfilling Wolf Tree’s duty of ensuring reliable and uninterrupted electrical service for their customers. SafetyWolf is adamant about making safety, as well as reliable service, a priority. He said, “The bottom line is, everything we do has to hinge on the safe work performance of the crews.” With no fatalities for the past 25 years, the company has a better than average safety record. “That is the ultimate failure. If we have a fatality, we let our people down,” he said. It is Wolf Tree’s emphasis on safety that led them to receive an experience modification rating 14 percent above the average tree trimming company. (Insurance companies use this experience modification rating to determine workers compensation premiums.) The company uses both equipment and training to maintain their high safety standards. The use of a mechanical trimmer allows crews to stay on the ground, 75 feet away from the power lines. “With a mechanical trimmer the man is out of harms way in a protective cab. The guy in a bucket or tied to a tree is, a lot of times, within 10 feet of high-voltage electric lines,” said Wolf. In addition to complying with all local, state and federal safety laws and regulations, Wolf Tree ensures worker safety through regular evaluations. “One thing Louis [Geasland] has put in place that does go above and beyond what most companies would do are the safety evaluations,” said Wolf. These evaluations focus on safe work behavior in an attempt to address issues before they lead to an accident. “You can have all the safety rules and regulations, but if you can’t actually see them in application in the field, it doesn’t really have much of an affect,” Geasland said. The company further ensures a safe work environment through its hiring process. Wolf Tree hires only people with professional qualities and requires that they pass a drug test. Wolf Tree also holds Tree Care Industry safety meetings every week to discuss safety issues. The extensive training required by Wolf Tree includes first aid and CPR as well as equipment training. It is Wolf Tree’s dedication to safety and service that has kept them in the business for 81 years.

By Eliza Koch


Phone: 1-507-934-8688 or 1-800-767-7112


Wolf Tree owns nine Jarraff All-Terrain Tree Trimmers in addition to five other mechanical trimmers.

Mechanical tree trimmers keep Wolf Tree’s crews on the ground and out of harms way.

After the branches are trimmed, Wolf Tree uses mowers to clean up the floor of the right-of-way.

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Wright Tree Service: Keeping Its Priorities Straight

By Eliza Koch

John L. Wright started Wright Tree Service, Des Moines, Iowa, in 1933 with nothing more than $20 worth of tools, a second-hand car and unrelenting determination. The first year’s annual sales totaled a mere $600. This didn’t discourage Wright. By 1938 the company had turned around; he was able to quit his part-time job and dedicate himself completely to the business. Now, in its 75th year, Wright Tree Service has grown into a multi-million dollar company, employing 2,000 employees in 26 states.

Wright Tree’s service area covers 26 states ranging from the Pacific Ocean to the Great Lakes, from Canada to the tip of Texas.

Click here to enlarge image

Throughout its history, Wright Tree Service has focused on safety, innovation and technology. “The top priority for our company has always been safety. It is really the driving force behind our dedication to innovation and technology,” said Equipment Supervisor Kevin Fitzpatrick of Wright Tree Service. These priorities are

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incorporated into every job, every piece of equipment and every training procedure. “This results in the latest and most effective equipment and operating procedures for the ultimate benefit of the customer,” said Fitzpatrick.

Right Technique, Right Place, Right Time

Wright Tree’s service area ranges from the Pacific Ocean to the Great Lakes, from Canada to the tip of Texas. The company offers services ranging from herbicide application to line clearing to right-of-way mowing. “There is no project too big or too small that we can’t handle. Everything from one guy with a spray pack to 100 guys and all kinds of equipment,” said Fitzpatrick. Handling a wide variety of jobs in a sizeable service area can prove to be challenging.

In any Wright Tree project, safety is paramount. Before any other areas of the project can be addressed, safety must be considered. Each employee goes through extensive training that covers pertinent procedures allowing them to handle each job safely.

Innovative procedures and the proper technology play a large role in completing these jobs safely and efficiently. According to Fitzpatrick, it is integral that each employee works in cooperation with the utility customers to handle each job with the right technique, in the right place, at the right time. “Pre-job planning and open communication with the utilities allow us to make sure we can deliver what they need in the time frame given,” he said.

Because knowledge of the proper equipment needed to handle each project is so important, the equipment manufacturers are also involved in carrying out each plan. According to Fitzpatrick, “It’s like a three-legged stool. Wright Tree has a relationship with the utility companies to determine their needs. We also work hand-in-hand with the equipment manufacturers so they can support our needs as dictated through the utility.”

The Latest and the Greatest

As part of Wright Tree’s commitment to innovation and technology, the company owns and operates the latest industry equipment. “If [a piece of equipment] is available to the tree industry, we either have it or we’ve tried it,” said Fitzpatrick. The company uses lift trucks, chip trucks, chippers, grinders, tracked and wheeled brush mowers. Its fleet includes an extensive number of Geo-Boy Brush Cutters (Geo-Boy, St. Peter, Minn.), and Jarraff All-Terrain Tree Trimmers (Jarraff Industries, St. Peter, Minn.).

Working with the proper equipment significantly improves the efficiency of Wright Tree’s crews. The company has found mechanical tree trimmers to be more efficient than bucket trucks when trimming in rural areas. This is due to the fact that, unlike with the bucket truck, there is no set-up time; crews can continue down right-of-ways trimming as they go. “A small fleet of lift trucks would not be able to keep up with one Jarraff and an experienced operator,” said Fitzpatrick.

Growing knowledge of mechanical trimmers has led to the machines being utilized in ways the industry never imagined. Wright Tree is able to use these trimmers, which were designed to trim transmission lines at great distances, to trim distribution lines. “It’s a true testament to the flexibility of these trimmers when you can take a machine that was designed to operate at very far distances, away from transmission lines, and use them in very close work around the distribution lines,” said Fitzpatrick, “These are truly innovative and productive machines.”



According to Equipment Supervisor Kevin Fitzpatrick, innovative procedures and the proper technology play a large role in completing Wright Tree’s jobs safely and efficiently.


Each piece of Wright Tree’s equipment serves a specific purpose. As mentioned before, the company makes it a priority to use the right equipment on each of the jobs it handles. Part of knowing what equipment to use includes how to use each machine in conjunction with another to achieve the best results. “Teaming the efficiency of a mechanical tree trimmer with a wheeled mower like the Geo-Boy makes it very easy to trim a greater number of miles per week,” said Fitzpatrick.

This equipment not only improves the company’s efficiency but the safety of the crews as well. The mechanical trimmers and brush cutters allow them to complete a large amount of work while limiting the physical exposure of the operator. The mechanical trimmer operators are positioned in a cab 75 feet away from the power line. “With this minimal exposure your incidence of injury on the job site goes pretty much down to nothing,” said Fitzpatrick.



The operator of the Jarraff All-Terrain Tree Trimmer remains safely on the ground while the trimmer’s fiber glass boom reaches cutting heights up to 75 feet.


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The Maintenance Challenge

Keeping the equipment up and running is also an integral part of maximizing efficiency in each project. One would think maintaining a fleet as large as Wright Tree’s would be difficult. According to Fitzpatrick, this is not the case, “Maintenance on the machines themselves is fairly limited. We change the oil in the engines, periodically change oil in the hydraulic systems, and regularly grease the machines.”

Wright Tree makes sure that the crews are properly trained to maintain the equipment. Oftentimes this is done with the help of the manufacturer themselves. Wright Tree’s maintenance programs for its mechanical equipment are taken directly from the equipment manuals. However, they can also rely on the manufacturer for assistance. In many cases, questions regarding the regular maintenance of the mechanical tree trimmers can quickly be answered by customer service. “If we have a question about when the hydraulic oil should be changed, all we have to do is call them up and they will give us the information we need,” said Fitzpatrick.

Ahead of the Training Curve

While training plays a role in maintaining each machine it becomes even more important when fulfilling Wright Tree’s goal of making safety the top priority. Some manufacturers are willing to help train the company’s crews to safely use the equipment with safety manuals, in-service training at the manufacturer’s facility and on-the-job training with manufacturer personnel. “When we start work with a new machine the manufacturers are out there showing us how to maintain and operate it. Jarraff and Geo-Boy actually allow us to come to their facilities, use their equipment, and train our safety managers on how to use the equipment safely,” said Fitzpatrick.

The company has found that ongoing communication along with training is the best way to prevent injuries.



This includes making crews aware of consistent overarching operating procedures. This is done, in part, with an extensive manual outlining each of the company’s operating procedures. According to Fitzpatrick, “It tells crews what the company is about and what they are expected to do to complete a job safely.” This manual not only meets the company’s safety standards, but demonstrates their dedication to innovation as well. “We are ahead of the industry curve with this manual, in how complete it is,” he said.

When Wright Tree’s crews get out to the job site, safety remains the number one priority. In addition to the extensive equipment and operating procedure training, each crew holds weekly tailgate safety meetings as well as pre- and post-job meetings. “We have safety personnel whose only task is to be on the job site with crews to facilitate education and training,” Fitzpatrick said.

About the Author: Eliza Koch is a technical writer based out of Mankato, Minn.

To access this Article, go to: http://www.elp.com/elp/en-us/index/display/article-display.articles.utility-products.volume-5.issue-11.product-focus.line-construction-maintenance.wright-tree-service-keeping-its-priorities-straight.htmlhtml


Konsbruck Hotel - St. Peter, Minnesota - Historic Hotel of Southern MN

Konsbruck Hotel Spend a quiet, calming evening at the historic Konsbruck Hotel. During your stay, soak in a soothing tub, indulge in a relaxing massage or venture downstairs to enjoy the life-enhancing pleasures of an elegant meal at Richard's Restaurant & Pub. Take some time to view our lavishly decorated, individually designed rooms and choose one for your stay.

file:///F|/Job%20Stuff/Writing%20Samples/Marketing%20Pieces/Konsbruck%20Ho...20St.%20Peter,%20Minnesota%20-%20Historic%20Hotel%20of%20Southern%20MN.htm [9/25/2010 4:08:37 PM]

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Lime Valley Advertising, Inc.

INSIGHT DECEMBER 2009

Request More Information | Portfolio | Visit Lime Valley's Web Site | Send to a friend Volume 4.1

Customer Contact with Results You Can Use

Regular e-newsletters are one of the most effective and inexpensive ways to remain in regular contact with current and potential clientele. The possibilities for themes and topics are endless. Not only are e-newsletters an inexpensive way to reach your audience; they are also one of the most measurable. E-mail software like Campaigner® allows you to monitor open rates, click-throughs, forward-to-a-friends, bounced e-mails and unsubscribes. You can then use this information to keep track of which issues generate the most interest.

Martin Luther College, New Ulm, Minn., uses this strategy to stay in touch with parents of college freshman with a bi-weekly e-newsletter. Lime Valley developed an attractive template that is easy to update and reflects the identity of the

Making an Impact in a Digital Age

Lime Valley's staff members specialize in both print and multimedia design. As a result, each client's message is delivered consistently and effectively, providing the maximum impact on the intended audience. This has been the model of successful advertising agencies since the advent of the digital age. Agencies realize that customers benefit most from a team of both digital and print designers overseen by an art director who understands their product or service. The result is a range of integrated pieces delivered by one firm. When working to develop unified pieces and consistent

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http://www.limevalley.com/index_flash.html#contact_scene

http://www.limevalley.com/index_flash.html#portfolio_scene

http://www.limevalley.com/

mailto:?subject=iPod%20Winner%20Announced&Body=Check%20out%20Lime%20Valley's%20E-Newsletter!%20http://www.limevalley.com/E-NEWS/LVAI/12.15.09

Lime Valley Advertising, Inc.

organization. For every issue Lime Valley incorporates articles provided by MLC into the template and delivers them to MLC's e-mail list. This has proven to be a timely and economical way for MLC to maintain contact with and provide pertinent information to the parents of their students.

Click here to see examples of successful e-newsletters.

iPod Touch Winner AnnouncedCongratulations to Mike Burns of Underground Tools, Inc., Lino Lakes, Minn.,winner of the iPod Touch from the Maximum Impact survey. Thanks to those of you who took the time to fill out the survey, your responses will help us to better serve you in the future.

messages, this model is more effective than utilizing separate print and digital design houses.

Learn more about Lime Valley's diverse team here.

Campaigner® is a trademark of Protus IP Solutions.

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Companies are getting smarter about their marketing and, in turn, expecting more from it. These

expectations translate into more strategic planning in the initial stages of a marketing project. Plans must be more targeted and estimates more detailed and exact. It is no longer acceptable to spend money on magazine advertising, billboards or brochures before considering the final product.

“Individuals have more responsibility to show a reasonable return on investment. Their plans must

have the most impact at the least possible cost,” said Brian Maciej, president of Lime Valley Advertising, Inc.

This growing pressure to accurately plan and estimate marketing projects has lead companies to turn to agencies for help.

“Clients rely on agencies for project budgets and planning. We draw on years and years of experience to create accurate estimates for each project,” said Maciej.

Estimates differ greatly from project to project. There are printing costs, creative services and production fees to consider, these costs can vary depending on

client input, project scale, etc. Lime Valley Advertising is able to use the knowledge gained from past projects to create estimates with a high level of detail that eliminates the possibility of surprise costs and time restrictions with the final product. “We are able to understand the relationship between creative and production services in order to tie hours to a single final cost for deliverables,” said Maciej.

It is this relationship that drives most estimates. It takes time to develop a creative concept for each project. It also takes time to take that concept and turn it into the final deliverable the client has envisioned. Consulting an agency with years of experience can prevent any problems that may arise with inaccurate estimates and put your mind at ease.

Another relationship that an agency can bring to a project is with outside vendors. Working with a variety

of vendors on numerrous projects gives Lime Valley the understanding needed to find the best pricing, process, materials, etc. for completing each project.

As mentioned before, the cost of each project depends on a number of variables, including client involvement. It is important for the agency to be able to work with a client’s in-house capabilities. They must be able to estimate the cost and time it will take to complete a project using a variety of resources, including client input. There are instances when a client will only need production services. Another client may depend on the agency for complete creative services from the beginning until the final product is delivered to his or her door.

Maciej said, “We want clients to feel confident utilizing their marketing staff and in turn be able to rely on us to complete their vision using our talent and expertise.”

4.1-April ’081

Issue 4.1—What’s Inside:

¬ Project Planning

¬ E-Newsletter Advertisting

¬ Success Story

©Copyright 2008 Lime Valley Advertising, Inc. Articles contributed by Lime Valley staff.

Estimating With Experience

“Individuals have more responsibility to show a

reasonable return on investment.”

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Thinking the Outbox

Think the only way you can reach a potential customer’s inbox is by launching

your own e-mail campaign? Think again. There are a multitude of e-newsletters produced by trade publications that contain advertising opportunities. Advertising in these e-newsletters allows you to reach your target audience through a medium they trust.

According to a study done by Forrester Research, more than 22 percent of people trust an e-newsletter or other e-correspondence to which they have subscribed. In comparison, only two percent trust unsolicited e-mail marketing. As with any form of marketing, e-newsletter advertising has guidelines to follow in order to generate the most bang for your buck.

When starting out it can be difficult to decide which e-newsletter to choose. One major consideration that will help with this decision is the audience. Many trade publications offer e-newsletters to their subscribers. This is a good place to start. These publications already have a specific audience all you have to do is decide which one is right for your product or service. Oftentimes e-newsletters prove to be a more cost-effective way to reach audiences of larger, more expensive trade publications.

Naturally, you will want to make sure the recipients opt-in or subscribe to the newsletter, but other factors to consider are the metrics. As with your own personal

e-newsletter campaign, open-rates can determine the validity of a publisher’s e-newsletter. A publisher may have a large subscriber base but, if only five percent are opened, it might not be a good buy. The same is true of click-through rates. You will want to make sure that recipients are not only opening the e-newsletter, but that they are interested in the ads as well.

Now that you know where to advertise you must decide which space to buy. There are opportunities to purchase banners, sidebar ads and editorial space in many e-newsletters. Often, the editorial space is less expensive. It also offers more space for information and photos.

It might be wise to also consider a package deal. For instance, trade publications will often bundle online space with ads in the print publication. This may include e-newsletters as well as advertising on the Web site. This is a great way to hit your target audience from all angles, while taking advantage of reduced rates.

Lime Valley Advertising Receives Five Awards

Every February, advertising agencies and service institutions across America anticipate the announcement of the Service Industry Advertising Awards. At Lime Valley Advertising, Inc., anticipation was soon replaced with celebration. The agency received five awards for its work in 2007.

The awards included:

Outside

These awards represent a diverse range of media, including an e-newsletter, a Web site, and three types of print communications. The SIAA’s purpose is to recognize creative advertising and communications in the service industry. With nearly 2,000 entries in 2007, the SIAA Awards have become the fastest growing advertising awards in the nation.

Although LVAI is celebrating the awards and recognition, the agency is not losing sight of its mission. “We don’t ever enter into client agreements with the intent to win awards. Our main focus is to provide a significant return to our clients. But when it’s all said and done, these awards are a nice way to bring further recognition to our clients,” said Brian Maciej, President of LVAI.

Barb Betts

Eliza Koch is the Director of Client services at Lime Valley Advertising, Inc.

The spirit of volunteerism can be expressed through serving hot meals to the homeless, spending time mentoring a child or collecting donations for a family who has fallen on hard times. However, often overlooked are the opportunities to give back using one’s carefully honed talents. These occasions to give back can be harder to find but, with a little out of the box thinking, the rewards can be greater than any other volunteer experience.

A year ago I found a way to contribute to a cause I feel strongly about using skills I spent four years of college perfecting. I began volunteering with Minnesota Teen Challenge, a Christ-centered recovery program for addicts of all ages. I was able to help the organization gain publicity through arranging media coverage for events they coordinated throughout the year. I wrote press releases and articles for them. The experience proved to be just as beneficial for me as it was for Teen Challenge.

I was able to contribute to a program that helps people successfully overcome addiction while gaining experience that would prove to be invaluable in my future career. Volunteering with Teen Challenge also opened doors to work with other organizations, like Fishing for Life.

Fishing for Life works to provide fishing poles and educational materials to inner city kids who might not otherwise be able to enjoy a pastime many of us take for granted. Both of the organizations gave me the opportunity for personal and professional growth. I was able to see my work published and stories covered, with the understanding that they were contributing to something more than my portfolio.

The opportunities to offer your professional skills to a worthy cause are endless. Many organizations are in need of accounting services, marketing expertise, event planning know-how, and more. Chances are the talents you use every day in your career can be used to serve others. All it takes is the drive to support something you believe in and a little imagination.

commentary by Eliza KochGiving Back and Learning More

Bronze AwardMinnesota Pork Producers Association

Porkcast

Bronze AwardHickory Tech Corporation

Newspaper Advertisement

Merit AwardGreater Mankato United Way

Growing Hope

Merit AwardTwin Valley Council Boy Scouts of America

Website

Merit AwardMartin Luther College

Parents Page e-newsletter

www.hickorytech.com

DSLHIGH-SPEED

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TVpremium services

Variable Data Printing (VDP) allows businesses to personalize their printed materials while still benefiting from the advantages of mass production. VDP has the capability to change selected text or graphics within a document without stopping the press. While other forms of mass production can produce many copies of one document, VDP produces the same number of unique documents in the same amount of time.

These documents are produced through digital printing. This process allows both static and variable information to be sent to the press or printer. Variable fields are indicated with a template. The fields are then filled in using a database that contains the variable information.

Brady Manthe of J-C Press said, “Depending on the amount of information in the database, it is possible to print an unlimited number of pieces of variable data on each document.”

The most basic form of VDP is mail merging. This allows a different name and address to be printed on each document. Versioning is a higher form of VDP that changes the messages for different groups within the target audience. These groups are often determined by demographic information. The next level of VDP, customization, narrowly tailors the information for specific groups using a database. Customization can be used when a company wants to target an individual based on his or her purchasing interests. The most complex form of VDP is personalization. These documents are unique to each individual. The text and images can be changed on each document that is printed.

This mass customization of marketing materials makes it possible for businesses to target individuals or specific groups within the marketplace. “VDP allows products to be channeled more accurately for certain selling

seasons and geographical areas,” said Brian Maciej, President of Lime Valley Advertising, Inc. This process makes your materials more likely to get noticed. This is an inexpensive method of making a stronger impression on individuals within a large market. VDP can increase the ROI for a particular marketing campaign up to 20 times, according to Manthe.

VDP can be utilized in different areas of a company in a variety of ways. “From a creative standpoint, VDP opens up a very wide door for creative opportunity,” said Maciej. There are three main commercial uses for VDP. The first is transactional, which includes bills, statements and invoices. The second is publications

such as, guides, manuals and catalogs. This allows companies to eliminate information that does not pertain to a particular customer. The third, and most useful from a marketing perspective, is promotional. These items include everything from brochures to direct mail.

Companies, however, must not overlook the opportunity to improve their internal communications with VDP. In a world where employees are overloaded with information, VDP can make internal communications more efficient. The process could prove to be useful in this area, whether customizing elements of a memo or articles in a company newsletter, employees and customers alike will appreciate the personalized communications. Regardless of the audience, VDP can add the individual touch necessary to make a lasting impression.

Lime Valley Advertising, Inc. personalized this edition of the Storyboard using Variable Data Printing. This billboard illustrates some of VDP's capabilities. There are five other examples used throughout this newsletter. Can you find them all?

3.6-June ’071


¬ Greater Mankato Economic Development Corporation Learns about VDP

¬ Webinar

¬ Value Proposition

Can Use Variable Data Printing

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Jonathan ZierdtGMEDC1961 Premier Dr., Ste 100Mankato, MN 56001

Greater Mankato Economic Development Corporation

Imagine the possibilities forGreater Mankato Economic Development Corporation

Raster Image What?Learning Variable Data Printing Terms

As technology on the World Wide Web advances, the use of Webinars is growing in popularity. A Webinar is a Web-based seminar. Webinars are much like a conference room based seminar, except participants view the presentation through their browser and listen to the audio through their telephone or computer peripherals. In contrast to a Webcast, in which the data transmission doesn’t allow interaction between the presenter and the audience, a Webinar is a two-way, interactive experience, providing the ability to give, receive and discuss information.

Some of the most popular uses of Webinars are to train a large number of people, build brand recognition, or generate sales leads. Additionally, they can be used for corporate announcements, focus groups, and press conferences. The presentation can be made up of PowerPoint slides, a live Web session, sharing documents, or a combination of multimedia elements.

By using a computer, Internet access, and a phone line, Webinars provide an efficient way to transmit and share information. Long travel to the seminar and transportation is not involved, meaning Webinars save time and money. They are

a useful vehicle for sharing timely and important information and to train staff on a variety of topics. Webinars are able to reach a larger audience, reduce cost, and allow for digital recording for future reference.

Hosting a Webinar will require the use of specific software that may vary greatly in features and price. Features may

include the ability to use integrated audio conferencing, allowing the audience to see the presenter’s computer screen for live product demos, or presenting the audience with polls and questionnaires.

At Lime Valley Advertising, Inc. our staff uses Webinars to stay up-to-date on the latest software and techniques. Without having to leave the office, we are informed on a variety of subjects while saving time and

money. As a result, we can offer a higher level of service to our clients.

Digital Printing-The process of reproducing a digital image onto a tangible surface.

Static Copy-Part of a VDP project that remains unchanged for each document.

Variable Copy-Part of a VDP project that is changed from document to document. This is inserted into the static copy using information received from a database.

Hybrid Variable Data Printing-Four-color static copy is produced; afterward variable information is printed using a gray-scale printer. This can be more cost effective than printing the entire document using four-color VDP.

Mass Customization-Producing unique documents using mass production methods. VDP is a form of mass customization.

On-Demand Printing-Producing as many or as little documents as desired. A template can be saved as an electronic file and printed as needed.

One-to-One Marketing-Aim is to strengthen the relationship with the customer by focusing on the needs of the individual. VDP can be used in this method of marketing to customize materials for the customer.

Raster Image Processor (RIP)-Hardware or software that translates digital information from a page description language, such as Adobe PostScript, in order to print the information.

Relational Database-Contains separate files of related information that can be combined upon request. Can be used to determine categories for VDP material.

Every marketplace has its share of companies that flat out make empty promises. For this reason, it is important for a company to develop a value proposition and deliver on that promise. This value proposition should state more than the features of the product. It should offer something unique, beyond the assurances of quality and low prices.

“Not all companies need to sell on price,” said Brian Maciej President of Lime Valley Advertising, Inc. A value proposition will draw customers who are looking for more than a bargain. These customers are in search of a quality product that is paired with benefits only a specific company can offer. These benefits might stem from the relationship between the customer and the sales team or the company’s reputation.

For Underground Tools, Inc. of Lino Lakes, Minn., their value proposition is derived from the knowledge their company offers in the areas of Trenching and HDD. “There is an incredible level of field and technical expertise that exists on UTI’s senior staff,” said Maciej. The staff at UTI is able to offer advice about which products will best serve the customer for specific projects. If any questions arise, customers can call UTI for a technical support team that is able to thoroughly answer their questions. This is what sets UTI apart from the rest, this is their value proposition.

Lime Valley was able to take this promise and market it to potential customers. The agency created a name for the value proposition, coining the term DirtSmart® to define the expertise UTI had to offer. The company embraced the term; trademarked it and incorporated it into their advertising.

“UTI has quickly become a major player in a competitive marketplace. They’ve expanded their staff, and most recently, increased the size of their operations facility,” said Maciej.

This has worked for UTI because they deliver on their value proposition. Customers who have purchased products from UTI know they will have access to UTI’s DirtSmart® expertise. They understand that this means they are getting the best advice and technical support from people with experience.

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If you close your eyes and open your imagination, they start to appear; families in formal Victorian fashion. You can see women keeping cool under their parasols, men carrying deliciously full picnic baskets searching for the perfect spot for Sunday lunch at the park. Their children are running up and down the big hill chasing after a neighborhood dog. Everyone delighted to be on a family outing.

A little over a year ago I had the opportunity to purchase a home in the historic Lincoln

Park neighborhood. This area is also referred to as the “Silk Stocking District” because of its elegant homes and early wealthy residents. Just up the hill sits the charming homes of Betsy and Tacy, two of the characters brought to life by Maud Hart Lovelace in the Betsy-Tacy books.

Who were the people living in these grand homes near the turn of the century? Moving to the old neighborhood has helped me realize a deeper interest in Mankato’s historical places and curiosity about the

lives and events which unfolded here. As I spend more time in the neighborhood and more time with my neighbors, I’ve learned that everyone has a story. And every home has a story.

My home was built around 1920 by management working with the railroad. Neighbors’ stories reveal homes built by newspaper owners, lawyers, police officers and writers. Beauty and history lie around every street corner and a feeling of pride in Mankato’s heritage is clear.

Since my move, I’ve spent afternoons at The Hubbard House learning about how life was led in the late 1800’s, as well as getting in on turn of the century gossip! And there is nothing quite like a Betsy-Tacy birthday party to reminisce about childhood summers, sharing cake and listening to Betsy-Tacy readings in the parlor.

When I started as a designer at Lime Valley Advertising I was excited to be working in a historic home and curious to learn another story. I am continually inspired not

only by the unique style and warmth of the home office, but more importantly by my co-workers who take pride in creativity as well as preserving a piece of Mankato’s rich history.

Kelly Hanson is a Graphic Designer with Lime Valley Advertising, Inc. She and all the Lime Valley staff would like to wish a safe and enjoyable summer to Greater Mankato Economic Development Corporation.

What’s the story?commentary by Kelly Hanson

MAkING GooD oN A PRoMISEUnderground Tools, Inc. & DirtSmart®

Attend a Seminar in Thailand… Without Leaving the office

In order to fully understand the capabilities of Variable Data Printing, it is important to know the vocabulary that surrounds the process. The following are terms that one might encounter when deciding how to utilize VDP.

The Webinar

Lime Valley Advertising, Inc. created a logo for UTI’s value proposition.

Three components create an interactive experience during a Webinar: individuals, internet access and phone lines.

VDP Hunt Answers:

1: Mailing Address Block2: Below What’s Inside3: Front Cover Photo4: Headline in VDP Story 5: Lower corner of page two6: Caption on lower corner of page three

Greater Mankato Economic Development Corporation

Learning Variable Data Printing Termscome to terms with terms

Web sites have been constantly evolving since their inception. With each generation, Web sites improve in a variety of ways. They become more attractive

and more interactive. Companies need to keep their sites up-to-date if they hope to compete in the world of e-commerce. First generation sites will inevitably not be taken seriously, especially when comparing them to the fourth generation sites. The following graphics and explanations will provide more information about the difference between Web generations and why it is important to update company sites in order to remain competitive. Here’s an interesting look at the progression and maturity of Web pages over the past decade.

First Generation SitesThese sites are text heavy with plain backgrounds. The sites typically used headline banners and a default text, such as Times. They are informative but unattractive.

Aside from the fact that Web design technology was in its infancy, other factors limited early Web sites. Among these were slow modem connections, monochrome monitors and the inability of service providers to transfer data quickly.

Second Generation SitesA step up from the first generation, these sites began incorporating a number of elements that were not

available to previous sites. The sites made use of colors and patterns in their backgrounds. Bulleted lists, a variety of fonts, and beveled buttons also appeared.

One of the biggest leaps in this generation was the use of not only icons but animated gifs.

Third Generation SitesAs the capabilities of the technological environment of the web improved, Web sites did as well. Great

progress was made between the second and third generations of sites. With the Web browser’s ability to support multi-media content, the possibilities are almost endless.

Fourth Generation SitesThe most recent generation of sites takes the third generation a step further to offer a personalized

experience. These sites allow users to filter out unnecessary information in order to find the specific products or services they need. This ability to be directly linked to pertinent information will prevent consumers from becoming overwhelmed and abandoning the site.

3.7-Novem

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¬ Web Generations

¬ E-mail Subject Lines

¬ Writing Styles

Talking ’Bout My Generation

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Do I capture my audience’s attention using words like “free” or avoid those words altogether? Do I make use of the entire space available to get my point across or is that a mistake? There is an abundance of conflicting advice floating around when it comes to writing e-mail subject lines. It can be difficult to sift through it all to determine the best route to take when planning an e-mail campaign. While there is no perfect solution for writing e-mail subject lines, there are a number of guidelines that can help.

Subject Line LengthOne of the biggest challenges to overcome in writing subject lines is the lack of available room. Most subject lines can display only 50 characters. This does not

leave much space to entice your audience. This space is even smaller as studies have found that using 49 characters or fewer increases open rates by 12.5 percent and click-through rates by 75 percent. Some research suggests that two or three words are ideal when writing the subject line.

Word Choice and Punctuation The type of word used is even more important than the word count in an e-mail campaign. Much of the research has gone back and forth on use of the word “free” in subject headlines. Generally speaking this word does not have the impact that it does in other forms of advertising. It is suggested that “free” never be used as the first word of a subject line. The word is dangerous because oftentimes it is considered a SPAM word. SPAM filters may send your e-mail right to the junk folder before the audience even gets a chance to see it. Two other mistakes that prevent your e-mail from reaching the inbox are excessive capitalization and exclamation points.

There are many other rules and suggestions offered up by those who have researched subject lines. However, they all agree the best way to ensure a successful e-mail campaign is to test your message on a sample audience. As with any form of marketing, this is a great way to gauge how well your message will be received by your target audience.

Writing style is so important in the world of marketing and public relations, more important than one might realize. Any rules of writing, from something as important punctuation to something as simple as the preferred spelling of a word, can be determined by a particular style. For this reason, it’s easy to overlook minor inconsistencies in writing. However, doing so may be the glitch of an otherwise well-planned campaign, as those inconsistencies often suggest a lack of professionalism.

In public relations, the importance of style goes beyond consistency. In extreme cases, ignoring style may mean a piece does not get published. Most editors are willing to overlook style mistakes in an otherwise solid piece. However, the effort to adhere to a publication’s style guide is always appreciated. Style guides vary from field to field and oftentimes from publication to publication.

The most common style used in print media is the Associated Press (AP) style. The AP Stylebook has been dubbed the “journalist’s bible.” With more than 5,000 entries, the guide addresses style questions about everything from grammar and punctuation to oil equivalency. This book has become integral to public relations as well. It is a good idea to use this style when producing any pieces that may be used by the media.

While the AP Stylebook is the perfect tool to use for most media relations, one must understand that it is not the solution for all style questions. Writing for advertising is different than writing for the media. Trade publications often utilize yet another style guide. The most important thing to remember in any writing is to know the style and stick with it, consistency is the key.

When Martin Luther College (MLC), New Ulm, Minn., approached Lime Valley Advertising, Inc. to take over the design of their KnightWatch publication, the agency saw many possibilities. “MLC gave us an opportunity for a very fresh start on the publication. They were open to ideas and we were able to create some emotion and expression, but at the same time maintain the integrity of the college.” said Brian Maciej, President of Lime Valley. However, one possibility the agency did not consider was winning an award. Nevertheless, win an award they did.

The college had been internally publishing KnightWatch, a magazine for prospective students, since 1995. In the fall of 2005 MLC turned to Lime Valley to take over the design of the publication. “The magazine evolved slowly over the years and then took a big leap in both quality and effectiveness when Lime Valley took over the design,” said Laurie Gauger of MLC.

Lime Valley was able to create an attractive, unified publication that incorporated MLC’s identity as well as elements from previous issues. For example, Lime Valley utilized similar colors and the title from earlier issues. “We created unity by staying consistent with the fonts, column grids and footers throughout the publication,” said Barb Betts, a graphic designer at Lime Valley. The publication stays true to the college’s identity through the colors and full-page ads featuring current MLC students, as well as the title of the magazine.

The hard work and collaboration paid off, because in March 2007 Lime Valley was awarded a Service Industry Advertising Award (SIAA) in the external publication category. These awards were created to recognize creativity and communication

accomplishments in the service industry. A national panel of judges reviewed more than 2,000 entries for 11 groups and 25 categories. The SIAA Awards recognize many businesses that are often overlooked in other advertising awards competitions.

Maciej said, “Sometimes ad awards are largely dominated by consumer products. These awards are exclusively for the service industry, which offers a great opportunity to have our work evaluated and recognized for its accomplishments in that field.”

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Everyone has that one thing they do to escape from the world. Whether it’s singing, writing, driving or whatever one’s heart needs; it’s our own little escape. I am no exception to any of this. I can’t write, or sing, and with the price of gas I try not to drive, so what I do is sketch.

Many people think sketching is something you do to begin a bigger project. For me it’s often much more or much less. I have pages upon pages of useless drawings, doodles and writings that I don’t share. Most of the time, I don’t even think about the next day. I know one might think I’m describing a journal, but it’s different. Journals are meant to

be written in consistently. On the other hand, I can doodle for hours about the adventures of Charlie the Turtle, or not even look at my sketch book for a week.

I got my first sketchbook when I was 12 (I think), and I still have it today. It is filled with “masterpieces,” ranging from common household objects, like my personal favorite, the VCR, to the names of my boyhood crushes. I didn’t know then just how much of an impact sketching would have on me.

Now I have more sketchbooks than I know what to do with. I have one for work, one for home, one

for lecture classes (my personal favorite), as well as random ones I have gathered over the years. Each one has its own personality inside, one holds the design for a tattoo I want, while another has ideas for writing this piece.

A lot of people don’t sketch because they think they’re no good at art. Well, take it from me, it’s more than art, it’s therapy for the soul. So next time you want a little break from things you don’t need to do anything more than to grab a pen and something to write on. Doodle anything and everything; and you might just find yourself hooked.

Robert Ferdinandt was a Graphic Design Intern with Lime Valley Advertising, Inc.

Sketching to Escape commentary by Robert Ferdinandt

A REWARDING SuCCESS

Doing it With Stylecoming to terms with terms

Manufacturing Contact: TT Technologies 2020 East New York St. Aurora, IL 60502 Phone: (630) 851-8200 Fax: (630) 851-8299 www.tttechnologies.com

News Release Agency Contact: Jim Schill Lime Valley Advertising Phone: (507) 345-8500 Fax: (507) 387-6901 Email: [email protected]

For Immediate Release November 25, 2009

NEW 3-TON GRUNDOWINCH FROM TT TECHNOLOGIES

AURORA, Ill.— TT Technologies, Aurora, Ill., has introduced a 3-ton winch to its line of Grundowinch hydrostatic constant-tension winches. Ideal for pulling CIPP liners, fold and form liners, conventional and specialty sliplining, CCTV, and cable through innerduct, the new Grundowinch is a unique winch for the trenchless contractor. The Grundowinch can pull up to 3,280 feet of 3/8" cable at pulling speeds of up to 160 feet per minute. In addition to a 3-ton pulling capacity the winch offers infinite speed control throughout the pulling range. The new 3-ton winch is compact and highly portable for pulling in easements and backyards. The durable Grundowinch also features a level winding mechanism and a twin capstan cable management system.

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Contact: Tom Goodrich President CNT (612) 987-5446 [email protected]

Media Advisory Fishing For Life is an organization that works with sponsors to raise money for local youth ministries. They host events throughout the summer which are designed to not only raise funds but educate and inspire local youth.

Who: Fishing For Life What: Third annual Marathon Man event. Professional fisherman, Jeff Kolodsinkski will

fish for 24 hours straight. Local kids involved with the summer Fish-A-Thon will also fish with Kolodsinkski at this event.

When: The 24 hour marathon will take place from 7 a.m. August 17 to 7 a.m. August 18. Where: Lake Minnetonka, near Maynard’s Restaurant Why: Kolodsinkski will try to break his own record of 1,300 fish caught to raise money

and awareness for area youth ministries. This event is part of Fishing For Life’s summer Fish-A-Thon. The Fish-A-Thon gets kids involved in raising money for youth ministries. The 30-40 local kids participating in the Marathon man will collect pledges for each fish caught.

For more information contact executive director of Fishing For Life, Tom Goodrich at (612) 987-5466 or visit http://www.fishingforlife.org.

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Jarraff Industries 1730 Gault St. St. Peter, MN 56082 Phone: (800) 767-7112 Fax: (507) 934-8690 www.jarraff.com

News Release

Contact: Jim Schill Lime Valley Advertising, Inc. Phone: (507) 345-8500 Fax: (507) 387-6901 E-mail: [email protected]

April 25, 2008 For Immediate Release

JARRAFF INDUSTRIES ANNOUNCES THREE NEW SERVICE CENTERS

ST. PETER, Minn. – Jarraff Industries, St. Peter, Minn., announced that three new facilities have been authorized to service the Jarraff All-Terrain Tree Trimmer. Ritchie Equipment Repair, Inc., Kannapolis, N.C., Gildon Hydraulics, Pearl, Miss., and Superior Aerial, Kent, Ohio have been designated to serve Jarraff’s customers. “We want to offer the best service we can in order to keep the machines working in the field. These service centers allow us to do that more effectively,” said Heidi Boyum, Owner and CFO of Jarraff Industries. Jarraff now has a total of four authorized service centers. Each of the facilities is equipped with service trucks and years of experience. They offer comprehensive Jarraff mechanical services including general maintenance, undercarriage maintenance, part installation and hydraulic service. The Jarraff All-Terrain Tree Trimmer is designed to safely and efficiently maintain utility right-of-ways. For more information about Jarraff or to find a service center in your area contact Jarraff Industries at (800) 767-7112 or visit www.jarraff.com.

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New Generation Feeds 11094 Business 212 Belle Fourche, SD 57717 P: 888-571-3421 F: 605-892-3473 www.feedinadrum.com

NEWS RELEASE

Contact: Jim Schill Lime Valley Advertising P: 507-345-8500 F: 507-387-6901 E: [email protected]

For Immediate Release

NEW COMPREHENSIVE WEB SITE FROM SMARTLIC

BELLE FOURCHE, SD – New Generation Feeds, manufacturer of SmartLic feed supplements, recently launched a new comprehensive Web site. The easy-to-use site is designed to maximize the interactive experience for producers and dealers. Intuitive navigation allows users to quickly find product information by livestock type, product name or application. The SmartLic Resources page features product literature and links to market reports and industry news. The site also serves as a resource for the latest feed supplement research. Producers can utilize the latest version of the Feed Cost Calculator to determine feed cost comparisons and cost projections for their herds. The new site can be accessed at http://www.smartlic.com. New Generation Feeds nutritionally engineers SmartLic supplements that are university research proven to provide herd nutrition throughout the production cycle. The low moisture blocks provide nutrients to optimize forage utilization and reproductive performance. SmartLic supplements are designed to be fed with all types of pastures or forages. The continuous flow process used to create the supplements is protected by two U.S. patents.

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Contact: Doug Samuelson Director of Advancement (612) 238-6505 [email protected]

Media Advisory Minnesota Teen Challenge and Fishing For Life are working together to provide fishing rods and reels for Minnesota youth. Fishing For Life is an organization that supports local youth programs. The organization raises money at events throughout the summer. Teen Challenge has worked with Fishing For Life at these events in the past, and will continue to contribute this year. The organizations are starting the season with a rod and reel refurbishing event.

Who: Minnesota Teen Challenge

Fishing For Life What: Fishing rod and reel refurbishing event. The men of the Teen Challenge program

will fix rods and reels that have been donated by members of the community to Fishing For Life.

When: Monday June 4 from 6 a.m. to 9 a.m. Rod and reel donations can be dropped off at this site throughout the day. Where: Teen Challenge’s Stevens building, which is located at 3231 1st Ave. S.

Minneapolis, Minn. Why: Fishing For Life donates used poles to area youth. The rods and reels refurbished by the men from Teen Challenge will be given to kids at various events throughout the summer. Fishing For Life will host an event on Lake Calhoun June 8 and on Lake Keller in St. Paul, Minn. June 9. For more information contact executive director of Fishing For Life, Tom Goodrich, can be reached at (612) 987-5466 or visit http://www.fishingforlife.org.

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News Release

Contact: Jason Taylor 1619 Portland Ave. South Minneapolis, MN 55404 (612) 238-6800 July 5, 2007 For Immediate Release

Stephen Baldwin to Speak in Eden Prairie

EDEN PRAIRIE, Minn. – Actor, Stephen Baldwin will be speaking at Grace

Lutheran Church in Eden Prairie, Minn. 7 p.m. September 14.

This is part of the annual Recovery Celebration event, sponsored by area recovery

ministries. Baldwin will talk about his struggle with alcoholism and his recovery story. “The

timing couldn’t have been better, as he will be releasing a book soon,” said Jason Taylor of

Teen Challenge. Baldwin’s book, “The Unusual Suspect,” is set for release later this year and

tells the complete story of his addiction and recovery.

The event is free; anyone can come to hear Baldwin and the other speakers. The

event will also feature Dan and Sandy Alder of Heart of the City and the Minnesota Teen

Challenge choir. This is the second year for the celebration. Attendees are expected to

reach 4,000, up from 2,500 last year.

This year three workshops will be available in the afternoon. Those who wish to

learn more about ministering to addicts can attend for $25 per workshop. Booths will be set

up throughout the day. These booths will feature halfway houses, counseling services and

other ministries. The celebration itself will begin at 7 p.m.

Although this event is free, attendees are asked to register online. For more

information or to register for the Recovery Celebration, visit

http://www.recoverycelebration.org.

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NEWS RELEASE Contact: Brian Maciej Lime Valley Advertising, Inc. Phone: (507) 345-8500 Fax: (507) 387-6901 E-mail: [email protected] www.limevalley.com

For Immediate Release March 13, 2009

LOCAL AD AGENCY RECEIVES SEVEN ADVERTISING AWARDS

MANKATO, Minn. – Lime Valley Advertising, Inc. Mankato, Minn., received a record seven Service Industry Advertising Awards for communication excellence this year. This is the fifth year the SIAA has recognized Lime Valley’s creative accomplishments in advertising. The SIAA is a national competition that honors service industry providers for their contribution to marketing and advertising. This year judges reviewed nearly 1,200 entries for execution, creativity, quality, consumer appeal and overall breakthrough. Lime Valley received awards for their work with the following local organizations: Greater Mankato Convention & Visitors Bureau, Greater Mankato Growth, Inc., Twin Rivers Center for the Arts, Richard’s Restaurant & Pub, Minnesota Pork Producers Association, VSI and Martin Luther College. To view Lime Valley’s award-winning projects go to http://www.limevalley.com and click on the portfolio link. Lime Valley is a full-service agency. Its success is built upon the collective experience of its staff. Since 1988, the company has worked with service and retail businesses, manufacturers, educational institutions and civic organizations to provide creative communication solutions. The company’s in-house services include: copywriting, graphic design, media buying, photography, Web site design and multimedia product development.

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Contact: John Benton Team USA Curling 2010 Representative (612) 202 - 4588 [email protected]

NEWS RELEASE

For Immediate Release November 24, 2009

MERCHANDISE NOW AVAILABLE ON TEAM USA CURLING 2010 WEB SITE

MINNEAPOLIS – United States curling fans can now purchase Team USA Curling 2010 merchandise through a secure online store.

“Curling fans are an incredible group of people and we really appreciate all of their support. It fills us with a great sense of pride to see fans promoting our team and wearing our apparel,” said skip for Team USA Curling 2010, John Shuster of Duluth, Minn.

The store features special edition lapel pins, posters and apparel. The selection of t-shirts and hooded sweatshirts includes a unique design that lists the curling clubs in the team’s home state of Minnesota. The proceeds from each item directly support members of the 2010 men’s curling team. Fans also have access to photos, team updates and biographies through the interactive Web site. The Web site can be accessed at http://www.teamusacurling2010.com.

The team won the 2008-2009 U.S. Men’s National Curling Championship to become the first athletes selected to represent the U.S. in the 2010 Winter Olympic Games in Vancouver, BC.

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