Category: CLIENT

Deborah A. Myers
Executive Vice President/Health Practice Leader

Debbie was simply preparing for a routine flight home when she struck up a conversation with a nearby passenger. That passenger turned out to be a curious board member with the American Physical Therapy Association (APTA). When asked, "What do you do?" Debbie’s passion for her work shone through, and she instantly engaged her neighbor. It was that chance encounter and remarkable discussion, that gave Debbie and CRT/tanaka the opportunity to help reshape the public image of the physical therapy profession.

Spearheaded by Debbie, the CRT/tanaka team was tasked with updating the APTA’s brand to better and more accurately define physical therapy to the public. Through research, CRT/tanaka found that the public perceived physical therapists as rehabilitators, when in reality, physical therapy focuses on fitness, wellness and pain reduction. To capture the core of the profession and communicate its purpose, Debbie and her team used the extensive research the agency had gathered to develop a brand for APTA based on the positioning of "motion." Motion is relevant not only to consumers, but also to internal audiences who are seeking to advance the profession, particularly with the focus on direct access. The mantra developed to support this positioning is "Move Forward." CRT/tanaka created brand guidelines and a communication strategy for implementing the new brand. The agency also was instrumental in developing metrics to evaluate the implementation of the brand.

Debbie’s team also created a family of materials to support the launch of the brand, including a Web site, www.moveforwardpt.com, to help bring the brand to life among members and consumers, and a brand video to support the launch at a major APTA conference in February 2009. In addition, the agency created and implemented a program to indoctrinate APTA members as brand ambassadors.

In her time with the agency, Debbie has helped CRT/tanaka become one of the top 20 healthcare PR firms in the country. With more than 25 years of healthcare public relations and marketing experience, she has a strong background in strategic PR planning, branding and positioning and reputation management. Debbie leads CRT/tanaka’s Health Practice, which serves clients in the fields of pharmaceuticals, hospitals and health systems, associations, medical devices and health insurance, as well as serves as the general manager of the agency’s Norfolk, Va. office.

Category: AGENCY

Natalie Smith
Vice President, Corporate Practice

Inside every successful agency are truly great people who serve as the gold standard for excellence and role models for others to emulate, but few can measure up to CRT/tanaka’s Natalie Smith. Her whatcanbe mindset can be seen every day as she works to advance the agency and enhance its workplace culture.

Within the agency, Natalie is a strategic communicator, mentor, motivator, listener, leader and friend. As a skilled expert in employee communications and employee engagement, she is a driving force behind CRT/tanaka’s internal communications. She endlessly works to bring process and structure into all internal communications. To help junior level professionals adjust to agency life, Natalie co-leads monthly “roundtable discussions’ that offer an opportunity for individuals to freely ask questions and engage in a dialogue about the issues they face in their day-to-day work. By creating this comfortable environment, Natalie is seen as a trusted, genuine role model. Her advice is priceless and valued by all.

In addition, Natalie is one of the first staffers to co-chair the MGroup, a group of mid-level managers at the agency who provide an essential middle level between senior management and the rest of agency. Her leadership role in this group has proved to be a huge asset to the agency, connecting all levels of staff in ways previously not possible, which also has enhanced our internal communications.

Aside from her work enhancing the agency from within, Natalie is known for her commitment to providing her clients with award-winning, strategic counsel. Over the years, she has guided several Fortune 500 companies through change communication, employee engagement and corporate social responsibility initiatives. Prior to joining CRT/tanaka, Natalie was president of Smith & Associates Public Relations, a company that provided start-to-finish public relations and marketing services to private and public sector clients. She has served on the Universal Accreditation Board for the Public Relations Society of America (PRSA) and is a past president of the Richmond chapter of PRSA.

Category: COMMUNITY

Jennifer Lucado
Account Executive, Corporate Practice

Some would say Jennifer can’t say "no," but others know that her heart is just too big. On any given day, Jennifer is either reflecting on a past community service project or planning for her next non-profit board meeting. Community involvement helps define Jennifer, and she combines her skills in communications and natural counseling abilities to help several causes with which she has a connection.

Jennifer is often juggling responsibilities promoting her alma mater, the College of William and Mary, on its alumni board, offering her media relations expertise to the Richmond chapter of Rebuilding Together, spreading awareness of Richmond homelessness through Y Board or planning alumni events for the William and Mary Young Guarde. In 2008, Jennifer was one of 15 selected participants in the Greater Richmond Chamber of Commerce's MENTOR Richmond program. The program paired oung professionals from various industries with executives and influentials to help build relationships and offer opportunities for professional growth and development. Inspired by their experiences, Jennifer and her cohorts founded a new program called MENTOR U, where they will serve as professional mentors for college students. Jennifer was elected chair of the new group.

Children also are near and dear to her. She spends time mentoring young children to help instill confidence and self-esteem at an early age to ensure a brighter future. She embodies this belief through her hours spent mentoring young students at a nearby elementary school and also through her weekends spent at Comfort Zone Camp, a bereavement camp for young children who have lost someone close to them. By just spending time listening, understanding and being a friend, Jennifer finds a way to connect with the children she mentors.

Her exemplary whatcanbe spirit shines inside CRT/tanaka as well. Since joining CRT/tanaka in 2004, Jennifer has played a pivotal role on many of the agency's top accounts including ITT Night Vision, Longwood University and the Chick-fil-A Kyle Petty Charity Ride Across America.