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Everyone has a story

Connie Steiert
Special to the DailyCynthia Forstmann, co-founder of Write Edge Communications, accepts a national award for the companys work on the Fikes Trucking campaign.
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EAGLE When Cynthia Forstmanns husband received a job opportunity in Colorado, she was at first worried. After all, her marketing firm, Write Edge Communications, which she co-founded, dealt with high-powered clients all over the country. How could she relocate the award-winning firm from the metropolis of Washington, D.C., to the small-town streets of Eagle?

After packing up their two children, leaving their home of 15 years and relocating to Eagle, Forstmann admits to being pleasantly surprised.Weve actually grown significantly in the last year-and a half, she said. Forstmann explains that Write Edge is among the new breed of virtual companies: companies that can operate from anywhere due to todays advanced technology.Better still, the move forced me to do a little more reaching out, developing new businesses. Now Forstmann and Write Edge Communications offer local companies the same stellar marketing services she has offered companies halfway around the globe to help them distinguish themselves in a competitive world.Our specialty, and what we love to do with a client, is to help develop a client story, Forstmann said. We consider ourselves storytellers. I think every company out here has a great story. Sometimes the challenge is getting your arms around that story. Thats where Forstmann and Write Edge Communications come in.

Started in 2001 by the sister team of Forstmann and Theresa Marshall, Write Edge Communications guides businesses through the development and implementation of marketing strategies that help put them on the business map. Whether it is a one-time initiative or a campaign that unfolds over an entire year, this dynamite duo has combined their extensive marketing/communications experience to help clients succeed. Write Edge operates by using a specific process called archetypal branding.Archetypal branding is based on the idea that there are universal stories that exist, Forstmann said. By aligning its marketing efforts with these universal stories, Write Edge helps clients uncover what is meaningful to him or her and then creates a compelling story for that business, sure to hit the mark with target audiences. Think Nike, American Express and National Geographic and their mega-success in branding efforts.From there, Write Edge develops a wide range of marketing materials to get that message out to the consumer, including the development of logos, Web sites, brochures, newsletters and entire media campaigns. Anything someone would use internally or externally, adds Forstmann, Write Edge uses to give its client a unique voice in the industry.Its really easy to look around and see what everybody else is doing; but the best story you can tell about yourself and your company is the one that fits. Who you are, and why you are passionate about what you do, observes Forstmann.

When Write Edge Communications first started, Forstmann and Marshall focused on regional clients. Now, they represent national companies and trades as well. Although most of their clientele in the United States, the firm is currently representing a high-end kitchen manufacturing company in Germany as well.No matter what the industry, were identifying whats truly unique about their story and the telling of it in the process, Forstmann said.Recently, Write Edge won the Award of Excellence for an Integrated Communications Campaign. The award was presented by the 2005 Transportation Marketing & Communications Association Compass Awards Program, for Write Edges extensive campaign for Fikes Truck Line, including a new corporate vision, orientation DVD, business logo and Web site.Write Edge also received the Pacesetter Award for Marketing from Custom Homebuilding Magazine for a similar, all-encompassing campaign.

Sometimes small businesses need to reposition their services but dont have the budget to hire a firm to create an entire campaign. That is one of the reasons Forstmann puts on workshops and seminars teaching companies how to frame their own stories for marketing. They dont want to outsource, but they still want to know, How do I get my arms around my story, Forstmann said.

Marshall still resides in New York, and the duo pulls from a pool of contract workers and partners when needed for larger projects.On any given project, I may be working with people in California, Colorado, New York and Washington D.C., notes Forstmann from Eagle. It just allows us to pull in the best resources for whatever project we have going. We would take our creative portfolio and put it up against other national P.R. marketing firms, Forstmann said.Vail Daily, Vail, Colorado


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