LETTERS TO THE EDITOR

I've frequently said to people — ranging from family members to my staff — that, most often, problems arise as a result of some sort of miscommunication.

In the instance of Richard H. Levey's recent column (Loose Cannon, Oct. 15), now that I've spoken with the writer, I can see that was the case. I also can see how Richard thought the promotional piece was an attempt to pay off reporters to cover McMurry.

That was not our intent at all. I know the lines between church and state are ever-blurring, and I realize this is a sensitive topic among journalists. We have no need to pay for media coverage; we have a stellar record of coverage earned on the basis of newsworthiness. A quick visit to www.mcmurry.com/about/about_news_release.asp shows this is indeed the case for topics such as being named the No. 6 best place to work in the United States, acquisitions of competitors, new business wins, expansion projects and so on.

The promotion sent to Mr. Levey was mailed to customers, friends, neighbors, media and others who are generally interested in our company. It was designed to get our “constituents” — especially those unlikely to make the trek to Phoenix — involved in our grand reopening event to celebrate our beautiful campus renovation. It did that in a small, fun way by inviting people to write things — that they would submit to McMurry, vs. being published in the media — about their experiences with our company.

Those writings will be tucked into a time capsule that has a specially designed area on our new campus. The writer of the winning entry also will be receiving a $2,000 cash donation to a charity of their choosing, and a park bench on our campus will carry their name.

Now, as Paul Harvey would say, “the rest of the story.”

Richard's article referred to Rick Springfield's involvement in our grand reopening as not relevant and misguided. To the contrary, it proved to be sheer genius. The part of the story we didn't share publicly is that our celebration had a split personality.

First, the traditional ribbon-cutting with dignitaries. Second, we partnered with the Society of Healthcare Strategies and Market Development, which was holding its annual convention in town, to host their primary social and networking event.

We are a leading provider of marketing communications services to the healthcare industries, and the result was an opportunity to have an unprecedented number of customers and prospects on our campus, and to give them an experience they wouldn't soon forget.

Picture more than 50 customers, and 550 prospective customers, average demo being female aged 35 to 50, all with fond memories of Springfield as a “General Hospital” hunk and rock-and-roll stud (with 17 top-40 songs to his credit and more than 20 million albums sold), all dancing, singing and swooning to Rick's, frankly, spot-on and magical performance. Wow!

Some of the direct marketing details included all preregistered guests having to pick up their special-event passes at McMurry's conference exhibit, generating unmatched foot traffic and envious competitors. There were 25 backstage passes for some lucky ladies (and a few guys) who got one-on-one hugs and photos with Rick afterward.

And not long after conference-goers returned to their desks, they could expect to receive a video of the memorable event along with plenty of McMurry propaganda. We estimate that we'll generate more than $3 million in sales as a result of the $150,000 investment and strategy.

It's this type of thinking and approach to results that's causing our business to expand rapidly (the number of staff at McMurry has doubled in the last two years to 150) and prompting some of the country's leading brands — like the Ritz-Carlton, Amtrak, Aon and Kaiser Permanente, to name a few — to seek our involvement.

Had Richard and I talked before he wrote his column it might have avoided some miscommunication, and surely would have illuminated for Direct's readers a pretty cool story about a remarkably successful direct marketing program that others probably will take some future cues from.
Chris McMurry
Chief Executive Officer
McMurry Inc.
Phoenix