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PDS Med Selects Greteman Group as AOR

Medical practice management software provider PDS Med has named Greteman Group agency of record. The Hutchinson, Kan.-based firm, with subsidiaries PDS Cortex and MDsuite, supports physicians’ offices nationwide and has for more than 40 years. It offers a customizable medical practice management and electronic health records software that deliver superior and intuitive solutions for virtually every type of medical office.

“Smart services need equally savvy branding and marketing,” says Kim Snare, PDS Med director of marketing and sales. “One conversation with Greteman Group convinced us they were the right marketing partner. Their team quickly understood our objectives and where we want to take our brand.”

Greteman Group’s scope of work includes a complete rebranding, including a new name and identity, masterbrand platform with subbrands, brand voice and visuals, website, sales collateral, tradeshow booth and social media support.

“With PDS Med, doctors spend less time managing records and business practices and more time providing quality care to patients,” says Sonia Greteman, agency president and creative director. “We plan to develop a brand that efficiently and effectively communicates the company’s core competencies so its team can concentrate on taking care of clients.”


You’re Wrong, Grammar Thug. Get Over It.

I hate to break it to you so bluntly, but sometimes harsh truth is best.

Some of the things you know to be true about English and grammar aren’t. True.

It’s OK. We all harbor cherished beliefs that go back to grammar school (sorry) or to an early writing mentor. We lie in wait as we read, like bandits at the pass, ready to pounce on the unsuspecting dolt who violates our sensibilities, desecrates our grammar religion.

It can be humbling to find out, many years on, that we’re simply mistaken. Some folks, alas, do not handle it well. More’s the pity for them.

Here’s a nearly infallible way to tell if you’re among the living dead wrong. You have a number of cherished rules that you apply to everything you read. And judge accordingly. It’s great writing if it breaks no rules. It’s illiterate crap if it transgresses even a teensy tiny bit. Admit it. You love that feeling of righteous indignation.

And here’s a good antidote: Every time you hear yourself tsk-tsking someone else’s language mangle, look it up and see if, in fact, they’re really wrong. Working as an editor for – well, you know, a long time – I’ve had most of my ideas challenged at one time or another. After choking down a few pieces of humble pie, I began to realize that my memory and my linguistic acumen aren’t perfect.

Most of the time these days, I look things up because someone’s challenged something I’ve written. After I’ve assured myself that it was fine as it was, I smile outwardly and say, “OK, if that sounds better to you, fine with me.” And grin inwardly with sanctimonious satisfaction. Yes, I admit it. I love that feeling.

A Few Examples

1. Don’t end a sentence with a preposition.

“… the deferring of prepositions sounds perfectly natural and is part of standard English. Once you start moving the prepositions to their supposed ‘correct’ positions you find yourself with very stilted or even impossible sentences.”

– Oxford Dictionaries Grammar Myth Debunkers

And this quote (often erroneously attributed to Winston Churchill, who supposedly replied to prepositional criticism thusly): “That is the sort of English up with which I shall not put.” I don’t know who really said it, but it puts a definitive cap on the argument.

2. Never start a sentence with a conjunction. And its corollary: don’t write fragments. And don’t you forget it.

At least one grammarian says we’ve been conjunctivizing sentence beginnings since the 10th century. Since there is not and apparently never has been an actual rule against it, the common speculation is that English teachers, despairing at endless run-on or fragmented sentences by neophytes simply banned the practice out of a sense of self-preservation. So it might be a good rule for kids who are still learning. You’re an adult. Grow up and accept the fact that your 7th grade teacher pulled one over on you – and stop beating up others who are, after all, merely writing proper English. Just don’t get carried away. Rein it in. Use it for effect. Or you’ll annoy. Everyone.

3. Thou shalt not split infinitives.

Not only are there no rational, logical or historical reasons not to split infinitives, this fable fails on a number of levels. First, most credible grammarians agree that it’s not possible to split an infinitive, since the word “to” is a preposition that merely points to the infinitive: the infinitive verb. There are endless examples where you can take away the “to” and the verb remains an infinitive: Picard helped them to go where no one had gone before. Or just helped them go. Even better: to boldly go. An English modifier wants to be as close as possible to the word it’s modifying. So put it there already.

4. Avoid all passive voice always.

Pshaw. Active voice generates power. Active voice drives thoughts and sentences onward. No one writes every sentence in active voice. It’s like painting a floor. If you don’t give yourself a passive outlet, you’ll soon find yourself in an inescapable corner. Linguist and cognitive scientist Stephen Pinker points out that no lesser lights than Strunk and White, among the most influential active voice advocates, deliver their admonition to write in active voice … in passive voice. We could talk about this one forever. Suffice it to say: Active is good. Active is admirable. Many flaccid, boring sentences can be rescued by simple conversion to active. But don’t knock yourself out trying to make every sentence active. You can’t do it.

So chuck the rules. Engage your senses. Good writing should flow and communicate. Surprise and delight. Tell you a story and compel you to listen. And most of all, get out of the way.

This column ran in the February 18 issue of BlueSky Business Aviation News.

Executive AirShare Selects Greteman Group as Agency of Record

Executive AirShare, the nation’s third-largest fractional aircraft ownership program, has partnered with Greteman Group to provide marketing, advertising and public relations support.

“We’re tapping into Greteman Group’s marketing and aviation expertise to further advance our strong, shareowner-focused service,” says Keith Plumb, Executive AirShare CEO. “We’ve grown throughout our 15 years, even through the recession as other fractional programs have declined or left the market. Our dedication to top-flight service in new and late model aircraft, proactive aircraft maintenance and highly trained, trusted pilots earns us incredible shareowner loyalty. Together with Greteman Group, we’ll spread our message to even more people who would appreciate and benefit from our program.”

Executive AirShare offers a broad range of aircraft for everything from one- to two-person trips with multiple stops to nine passengers on trips to either coast from the Central United States. Owners have access to the entire fleet and can easily and economically upgrade or downgrade as needs dictate. The result is a head-turning, five-to-one owner retention ratio and a doubling of its customer base in the last five years.

“Executive AirShare clearly does things the right way,” says Sonia Greteman, agency president and creative director. “Its team knows how to run a fractional program that shareowners love. Coupled with our experience working with fractional programs, C-suite executives and high-net-worth individuals, watch for great things. We’re heading for the next flight level.”

Executive AirShare serves shareowners in Kansas City, Mo.; Wichita, Kan.; Tulsa and Oklahoma City, Okla.; Fort Worth, Dallas, Houston, Austin and San Antonio, Texas; and Buffalo, N.Y. Its subsidiary, Executive Flight Services, manages aircraft for owners from bases in Fort Worth, Dallas, Wichita, Kansas City and Buffalo. Executive AirShare currently serves the Central U.S. and Great Lakes region, operating a fleet of Bombardier Learjet 45XR, Embraer Phenom 300 and Phenom 100, Cessna Citation CJ2+, and Beechcraft King Air 350i aircraft. Executive AirShare also offers aircraft management and charter services through its subsidiary, Executive Flight Services. For more information about Executive AirShare and its services, please visit

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Wichita Business Journal
Bulldog Reporter

Tap Into Planning’s Power

Something good happens when you bring people together. When you dedicate time to focus on your brand, objectives and concerns. When you talk face to face.

You learn where visions align – and, perhaps even more importantly, where they diverge. Sometimes big time. You hash out these differences and, hopefully, gain understanding and the consensus needed to pull together for a unified effort.

Our clients give us a seat at the table. By doing so, they get our best. Because that process makes us a better, savvier partner. It enables us to suggest more strategic ideas and tactics that get results.

Measure Twice, Cut Once

Craftsmen know creation starts with preparation. It wastes time, treasure and talent to go back and redo a slipshod effort.

Our client SmartSky Networks provides an excellent case for doing it right the first time. Wireless industry pioneers and serial entrepreneurs make up its management team. These guys do their homework. Lay the proper groundwork. This team convened recently at the Satcom Direct headquarters in Melbourne, FL., to look at the year ahead holistically, identify key opportunities and prioritize activities. We reviewed a number of possible campaigns – weighed the pros and cons of each – and came away with a clear, broad direction. Allowing the agency to then refine and finesse creative and how it will play out across the various online and offline engagement channels.

You Never Know What You Will Discover

For years we resisted codifying our planning process, thinking our standout creative was all the proof needed to show we have a clear way of getting from Point A to Point B. But we began to see that clients need to not just see the results of our thinking, but how we arrive at them. So, a dozen years or so ago we outlined our process, which we call Ascend. It has three stages: Fuel (planning), Lift (creative) and Range (channels).

Discovery serves as a key element of the Fuel stage. And that’s what I’d like to talk about here. The value of this kick-off, in-person workshop cannot be overstated. It’s proven its worth time and again. Most recently, for new clients Global Polymer and PDS Med.

During the discovery with Global Polymer, Plant Manager Jeff Hieb became a convert. The Global Polymer team drove eight hours in icy conditions to be part of the session. Yet Jeff said, both he and President Todd Huntimer, found it “off-the-charts cool” and “wanted the sessions to continue and would have stayed until midnight.”

Our group’s diversity of backgrounds and experience, session readiness and interaction of ideas wowed him. “I was impressed with the number of your employees that took part in this session,” he said. “It gives us great confidence that we have a ‘Group’ helping us move forward.”

Planning Makes Perfect

We have the opportunity to make a substantial difference for PDS Med, which just acquired a new company. Our challenge: combine two brands into one. The discovery process kick-started that effort, adding clarity and focus. “It was amazing to watch you all process what was on the screen and pull tidbits of insight from each slide,” says Kim Snare, PDS Med director of marketing and sales. “I am thrilled with the progress that we are making.”

Working with a client from the beginning discovery phase through the end creative process and engagement plan helps us be both strategic and efficient. Planning creates a launch pad for everything that follows.

This column ran in the February 11 issue of BlueSky Business Aviation News.