Wellness Resource & Crier Communications Join Forces

Petaluma, CA., March 9 - The Wellness Resource, a leading industry trends and analysis firm, has joined forces with Crier Communications, a Los Angeles based public relations firm, to offer spa, resort, fitness and wellness clients full-service marketing and communications campaigns and individualized consultation programs designed to maximize profitability, enhance market penetration, solidify brand definition and generate positive media exposure.

The announcement was jointly made today by Nancy Griffin,
founder of the widely-respected Wellness Resource, and Crier Communications partners J.P. Lincoln, Susan Robbins and Peter Berk.

According to Griffin, 'Although The Wellness Resource has been able to provide spa and resort clients with thorough industry analysis and personalized marketing strategies, we have lacked the public relations component so many destinations need to grow their business and hone their corporate positioning. Through this new alignment with Crier Communications, whose founders have considerable experience in the spa and resort industries, we will now represent a one-stop marketing and public relations resource for established and emerging companies worldwide.'

According to the 35-page report, written by Griffin and produced by The Wellness Resource:

• The full-service health spa has emerged as necessary element for resort hotels to draw high-end incentive business

• After years of frenzied growth in the spa industry, the complexity and expense of operating a spa will inevitably lead to the demise of poorly run facilities

• Finding and maintaining qualified staff is the spa industry's number one challenge

• Spas will increasingly utilize the Internet to increase reach, save money, and enhance client relations.

Given these timely facts, coupled with the volatile economy and intensifying industry competition, The Wellness Resource believes it is crucial for spas to define their particular brand identity and to communicate that identity to the outside world. In order to effectively address these needs, The Wellness Resource and Crier have created joint marketing/PR programs (available either on an ongoing monthly basis or during one-time consultations) covering such vital elements as:

• Building brand awareness and a positive corporate image (If you build it, will they come?)

• Developing the right positioning to differentiate from the myriad of spas that have opened. (How is your spa different from the spa down the block?)

• Charting a comprehensive Internet strategy that includes marketing in the "real" world (75,000,000 Americans are on the net, can they find you?)

• Effectively sourcing key relationships with product service, and equipment vendors (Can you get, what you want, when you want it? At a price you can afford?)

• Developing or re-engineering spa menus, brochures, and retail displays (Deciding on a concept? Need to add some spark to your menu and product-mix?)

• Performing market and trends research, from global to local (Who are today's spa-goers? Who are the new generation of spa-goers? What are there expectations?)

• Mapping out a media plan and marketing budget that allows maximum reward with minimum investment (Do you want the inside edge to stay ahead of the competition?)

• Articulating your message in press releases, brochures, advertisements and the Internet

• Prompting press coverage beyond the core trade media outlets

• Using PR to boost your revenue potential

• Interesting the media (trade AND consumer) in your spa, resort or product and translating that interest to revenue-enhancing press coverage

• Conducting yourself in front of reporters (full media training)

• Using PR to weather rough economic times (PR Vs. Advertising: The Benefits & The Cost)

• Keeping yourself in the news even when you have no news to announce

• Maximizing media coverage on the Internet

• Using PR to attract quality employees and promote positive morale among existing staff members
About The Wellness Resource

The Wellness Resource, a marketing and trends research firm focused on spas and wellness, was founded in 1996 by Nancy Merrill Griffin, who has devoted the last seven years to the exploration of the burgeoning spa market. Her expertise has been sought by lodging, fitness, beauty, and health care companies. In 1998, Griffin launched SpaTrade.com (formerly World Spa Exchange), the most frequented World Wide Web community catering to spa industry professionals. Griffin's client list includes Harvard and Duke Universities, Health Net, Blue Cross, and Grand Wailea Resort.

About Crier Communications

Founded in 1999 by J.P. Lincoln, Susan Robbins and Peter Berk, Crier Communciations is a full service communications agency known for generating high-impact press coverage for clients in such industries as health, travel, beauty, business, sports and technology. Recently named one of Southern California's five most recommended PR firms by Digital Coast Reporter magazine, Crier is known for its creative approach to media relations and for the hands-on involvement on every account of all three agency partners. Over the years, Crier's founders and senior executives have represented such clients as Pebble Beach, The Aspen Skiing Company, the City of Beverly Hills, The Old Course Hotel in St. Andrews, Scotland, and Calvin Klein.

For more information, contact The Wellness Resource at 707.773.0382