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<meta name="description" content="WATCH FOR TRG New Business Tools Over the next weeks the TRG team will undertake to present one new business tool per week on our website, with a re-organization into categories by mid-year. Each tool will be focused on a named aspect of business development and/or management. Each tool will offer methods, formats or sequences of consideration to matters of concern to you, our readers. The opening item will be the first part of a series devoted to the “Leadership Deliberation” process. Our TRG “Guiding Principles of Deliberation” will present key elements in the sequence of thought, discussion, decision and action designed to move an enterprise forward. Future Subjects of Tools will include: * Branding and Associated Media Relations * Guidelines for “Break-out Team” Activities * The Strategic Development Sequence * The “TRG Project Spec-Sheet” Model Each tool has been designed in response to our clients and “Agenda” newsletter readers needs over the years. Your input is requested as to which Tools might be of interest to you. Requests will NOT create any form of obligation on the Reader who makes the suggestion, but will help us understand which subjects are of general interest. Your input will help our team ...">
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<div><div style="text-align: left;"><span style="font-size: 14pt;"><strong><span style="font-family: trebuchet ms, geneva;"><span style="color: #6f0b17;">
<div><strong>WATCH FOR TRG </strong></div>
<div><strong>New Business Tools</strong></div>
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<div><em><span style="color: #660000;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Over the next weeks the TRG team will undertake to present one new business tool per week on our website, with a re-organization into categories by mid-year.</span></span></em></div>
<div><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Each tool will be focused on a named aspect of business development and/or management. Each tool will offer methods, formats or sequences of consideration to matters of concern to you, our readers.</span></div>
<div><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">The opening item will be the first part of a series devoted to the “Leadership Deliberation” process. Our TRG “Guiding Principles of Deliberation” will present key elements in the sequence of thought, discussion, decision and action designed to move an enterprise forward.</span></div>
<span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 11pt;"> </span></strong></span></div>
<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 11pt;">Future Subjects of Tools will include:</span></strong></span></div>
<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 11pt;"> * </span></strong><span style="font-family: trebuchet ms, geneva; font-size: 11pt;">Branding and Associated Media Relations</span></span></div>
<div style="text-align: left;"><span style="color: #660000;"><span style="font-family: trebuchet ms, geneva; font-size: 11pt;"> * Guidelines for “Break-out Team” Activities</span></span></div>
<div style="text-align: left;"><span style="color: #660000;"><span style="font-family: trebuchet ms, geneva; font-size: 11pt;"> * The Strategic Development Sequence</span></span></div>
<div style="text-align: left;"><span style="color: #660000;"><span style="font-family: trebuchet ms, geneva; font-size: 11pt;"> * The “TRG Project Spec-Sheet” Model</span></span></div>
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<div style="text-align: left;"><span style="color: #660000;"><strong> </strong></span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Each tool has been designed in response to our clients and “Agenda” newsletter readers needs over the years. Your input is requested as to which Tools might be of interest to you. </span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Requests will NOT create any form of obligation on the Reader who makes the suggestion, but will help us understand which subjects are of general interest.</span></div>
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<div><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Your input will help our team select the areas of focus in this effort over time. To view those tools already on our website please go to: <a rel="TRG Leadership Archive Tools" href="http://www.regisgroup.com/newfromRegis/leadershipToolsArchive.shtml">TRG Leadership Archive Tools <br></a></span></div>
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<div style="text-align: left;"><span style="color: #3300ff;"><em><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">The first of the new TRG tools will be posted by Wednesday, September 7, 2011 in the early a.m. with a new TRG tool each Wednesday for the next several months.</span></em></span></div>
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<div style="text-align: center;"><span style="color: #660000;"><span style="font-size: 8pt;"><span style="font-family: arial, helvetica, sans-serif;"><strong>The Regis Group, Inc.</strong><br>102 North King Street | Leesburg, VA 20176 | </span></span></span></div>
<div style="text-align: center;"><span style="color: #660000;"><span style="font-size: 8pt;"><span style="font-family: arial, helvetica, sans-serif;">703 777-2233 | <a rel="www.regisgroup.com" href="http://www.regisgroup.com/">www.regisgroup.com</a></span></span></span></div>
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<div style="text-align: center;"><strong><span style="background-color: #000000; font-family: tahoma, arial, helvetica, sans-serif; color: #ffffff; font-size: 12pt;"> September, 2011 <br></span></strong></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #660000; font-size: 13pt;"><strong><span style="font-size: 10pt; text-decoration: underline;">BRANDING 101</span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #660000; font-size: 14pt;"><strong><span style="font-size: 14pt;">It’s not enough these d</span>ays that they know your name, it’s how they <span style="text-decoration: underline;"><em>feel</em></span> about you that counts!</strong></span><br><span style="font-family: trebuchet ms, geneva;"> </span><span style="font-family: trebuchet ms, geneva; color: #3300ff;"><em><span style="font-size: 10pt;">By Richard Earle</span></em></span><br><span style="font-family: trebuchet ms, geneva; color: #3300ff;"><em><span style="font-size: 10pt;">Regis Senior Associate</span></em></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva;"><em><span style="font-size: 10pt;"><br></span></em></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva;"><span style="font-size: 10pt;">When I first started writing advertising copy</span><span style="font-size: 10pt;">, nearly 40 years ago the objective was quite simple: to make consumers remember your name, and hopefully, the benefits of your product.</span></span><br><br><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Procter and Gamble’s Tide detergent, which I Supervised for several years, got your clothes cleaner/whiter/brighter. That was it. The consumer’s feelings were not considered that important, although some of us thought they were.</span><br><br><span style="font-family: trebuchet ms, geneva;"><span style="font-size: 10pt;">Today, name recognition and unique benefits </span><span style="font-size: 10pt;">are still important, b</span><span style="font-size: 10pt;">ut</span><span style="font-size: 10pt;"> feelings trump all! Hence, Branding!</span></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva;"><span style="font-size: 10pt;"> </span></span><br><span style="font-family: trebuchet ms, geneva; color: #660000;"><strong><span style="font-size: 10pt;">Outgrowth of “Positioning” </span></strong></span><br><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Branding is an outgrowth of something called “Positioning”, which was first introduced by Jack Trout and Al Reis, the owner of a marketing strategy agency.</span><br><br><span style="font-family: trebuchet ms, geneva;"><span style="font-size: 10pt;">Proper positioning results from the following technique:</span></span><br><span style="font-family: trebuchet ms, geneva;"><span style="font-size: 10pt;">1. Review all the benefits that products in your category possess. They all should be what consumers really want.</span></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva;"><span style="font-size: 10pt;"><span style="font-family: trebuchet ms, geneva;">2. Find the one that none of your competitors are talking about. </span></span></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva;"><span style="font-size: 10pt;"><span style="font-family: trebuchet ms, geneva;">3. That would become the benefit on which you would base your Positioning Strategy.</span></span></span><br><br><span style="font-family: trebuchet ms, geneva;"><span style="font-size: 10pt;">Trout and Reis liked to quote a lyric by 20s jazz icon</span><span style="font-size: 10pt;"> Fats Waller: </span><span style="color: #660000;"><em><span style="font-size: 10pt;">“Find out what they like and how they like it and let them</span><span style="font-size: 10pt;"> have it just that way.”</span></em></span></span><br><br><span style="font-family: trebuchet ms, geneva; color: #660000;"><strong><span style="font-size: 10pt;">Creating an Aura </span></strong></span><br><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Today’s consumer needs so much more. With the advent of social media, the desire of most consumers is for a more personal connection to products. To achieve this requires that you concentrate on your "aura". It should be an expression of your core values; an almost spiritual component: a Brand Essence or AURA! Everything you do or say must contribute to it.</span><br><br><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Today, in these tough economic times, your corporate Brand Essence should say you are unique, solid, adapted and competitive. And that you are not going away.</span><br><br><span style="font-family: trebuchet ms, geneva;"><span style="font-size: 10pt;">Branding for a product or service should promise that using either </span><span style="font-size: 10pt;">enrolls you in a unique lifestyle; you become a member of </span></span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">a club. Your connection is rarely about the utility or great taste or other promised benefit of the product or service.</span><br><br><span style="font-family: trebuchet ms, geneva; color: #660000;"><strong><span style="font-size: 10pt;">The Creative Brief</span></strong></span><br><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Devising a Branding Creative Brief for any corporate entity or a product can be a stimulating process. </span></div>
<div style="text-align: left;"><br><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">This should be a facilitated group effort with a marketing team, and anyone else intimately involved with the product or group in a leadership role.</span><br><br><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Since we are adding a strictly emotional element, we divide our efforts into two categories: left and right brain, and next month in Part II, we will discover how the different sides can be applied to Branding a product or service, or for that matter, your entire organization!</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva;"> </span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #3300ff; font-size: 10pt;"><em>Watch for Part II in the October Agenda. <span style="font-family: trebuchet ms, geneva; color: #3300ff; font-size: 10pt;"><em>This article is an excerpt from the August edition of "Effective Executive". For the full article visit <a rel="TRG In The News " href="http://www.regisgroup.com/ourPress/news.shtml">TRG In The News </a></em></span>
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<div style="text-align: left;"><span style="font-family: tahoma, arial, helvetica, sans-serif; color: #7b3134; font-size: 13pt;"><strong>Guest Predictions: </strong></span></div>
<div style="text-align: left;"><span style="font-family: tahoma, arial, helvetica, sans-serif; color: #7b3134; font-size: 13pt;"><strong>Phil Morphew</strong></span></div>
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<div><em>Guest Predictions is a regular feature in which we ask leaders in a number of professions a set of questions that affect us all.</em></div>
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<div style="text-align: left;"><strong><em>Phil Morphew, </em></strong><em> </em></div>
<div style="text-align: left;"><strong><em>CEO Indiana Primary Care Association</em></strong></div>
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<div><em>Phil Morphew is a former TRG Associate. Morphew is currently CEO of the Indiana Primary Care Association since August, 2009. He is a graduate of the Indiana University School of Business, and holds a Masters degree from Dartmouth College. Previously, Phil was CEO of Health Care Excel (1979-2001). He served as a Peace Corps volunteer in Zimbabwe. Phil resides in Indianapolis.</em></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #84333d; font-size: 10pt;"><strong>Q: What changes in your professional environment in the past 3-5 years have you found to be the most beneficial?</strong></span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #851e20; font-size: 10pt;"><strong><span style="color: #000000;">A: </span></strong></span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">The Affordable Care Act, if fully implemented (and that is presently a pretty big “if”) may result in significant growth of community health centers as the locus of primary care. Community health centers deliver superior quality primary care at a lower cost, and do so in medically underserved areas.</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> <strong> </strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #84333d;"><strong>Q: What changes have been the most troubling to you?</strong></span><strong><br></strong> </span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #660000;"><strong><span style="color: #000000;">A: </span></strong></span>The polarization of perspectives we see in national politics seems to be a reflection of polarization at the local level. I am troubled by our apparent growing inability to hold civil conversations about our differences.</span> </div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #84333d; font-size: 10pt;"><strong>Q: How will globalization affect your professional area in the near term?</strong></span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #660000;"><strong><span style="color: #000000;">A: </span></strong></span><span style="color: #660000;"> </span>If we can be open-minded as a nation, globalization could lead us to examine health systems in other parts of the world, particularly in Europe, that have resulted in better outcomes (lower costs and better health).</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #84333d; font-size: 10pt;"><strong>Q: What significant challenges might be anticipated in your professional area in the next few years? </strong></span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #851e20;"><strong><span style="color: #000000;">A: </span></strong></span>Significant growth of community health centers will challenge state primary care entities and their member entities to keep up. We will be particularly challenged to find enough doctors and nurses to meet the expanded demand.</span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #84333d;"><strong>Q: What are the greatest challenges confronting young professionals in Western culture today?</strong><strong> </strong></span></span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #851e20;"><strong><span style="color: #000000;">A:</span></strong></span></span><span style="font-family: trebuchet ms, geneva; font-size: 8pt;"><span style="color: #851e20;"><strong><span style="color: #000000;"> </span> </strong></span></span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">The two greatest challenges are posed by the ongoing rapid evolution of information technology, and ever-present information overload. Health professionals are now expected to remain current in IT, and to use advanced technology routinely in providing the best possible care. This means the efficient exchange of health information in electronic format, accessing latest clinical research and practice guidelines, ensuring that all available information is gleaned and considered before reaching an appropriate determination, and communicating with other professionals and patients in real time.</span><span style="font-family: trebuchet ms, geneva; font-size: 9pt;">
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<div> <div style="text-align: center;"><span style="font-family: tahoma, arial, helvetica, sans-serif; font-size: 8pt;"><strong> </strong></span></div>
<div style="text-align: center;"><span style="font-family: tahoma, arial, helvetica, sans-serif; font-size: 8pt;"><strong>Marc Chinoy </strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="color: #660000; text-decoration: underline;"><span style="font-size: 9pt;"><em><span style="font-family: trebuchet ms, geneva;"><strong>President's Letter</strong> </span></em></span></span></div>
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<div><span style="font-size: 14pt;">...And now for something completely different...</span></div>
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<div><span style="font-family: trebuchet ms, geneva; color: #660000; font-size: 10pt;"><strong> </strong></span></div>
</strong></span></span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Next year TRG will be 20 years old. At the end of last year, we did as we urge that our clients do, by forming a new three year plan. As an outcome of the resulting plan, in September we will start the roll-out of a new tool weekly (on Wednesdays in the a.m.). </span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Our intentions are explained in the Newsletter to the far left. </span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">So tune in on Wednesday<strong>, September 7<sup>th</sup> </strong>for the first tool.</span></div>
<div><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<span style="font-family: trebuchet ms, geneva; font-size: 10pt;">p.s. A reach into an expanding group of our friends for new BizSpeaks (Below) was one of the Objectives under our internal “WWW Outreach” Goal.</span></div>
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<span style="font-family: trebuchet ms, geneva;">Later, </span>
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<div style="text-align: right;"><span style="color: #3300ff;"><em><span style="font-size: 10pt;"><span style="font-family: trebuchet ms, geneva;"><span style="font-family: trebuchet ms, geneva;"> Marc</span></span></span></em></span></div>
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<div> <div style="text-align: left;"> </div>
<div style="text-align: left;"><span style="font-size: 13pt;"><strong><span style="font-family: trebuchet ms, geneva; color: #660000;"><strong>BizSpeak!</strong></span></strong></span><span style="font-family: trebuchet ms, geneva; color: #000000; font-size: 10pt;">
<div style="text-align: left;">Winner of the Month:</div>
<div style="text-align: left;"><span style="color: #3300ff;">Dr. David Stewart, Co-founder, Loudoun Holistic Healthcare Practice, Leesburg, VA</span> <br><span style="font-family: trebuchet ms, geneva; color: #660000; font-size: 11pt;"><strong> </strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #660000; font-size: 11pt;"><strong>Factory Medicine </strong></span></div>
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<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Definition:</span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Healthcare practiced to an arbitrary (aggressively tight) timetable, with neither flex nor exception.</span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #000000; font-size: 10pt;"><span style="font-family: trebuchet ms, geneva; color: #000000; font-size: 10pt;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Related Terms:</span></strong></span><br></span></span></span></div>
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<div>Assembly line medicine; Robo-med</div>
</span></span></span><span style="font-family: trebuchet ms, geneva; color: #000000; font-size: 10pt;"><span style="font-family: trebuchet ms, geneva; color: #000000; font-size: 10pt;"><span style="font-family: trebuchet ms, geneva; color: #000000; font-size: 10pt;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></span></span></span></div>
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<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">How it Sounds:</span></strong></span></div>
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<div style="text-align: left;"><span style="color: #000000; font-size: 10pt;"><span style="color: #000000;"><span style="color: #000000;">"The Eye Clinic has evolved into “Factory Medicine,” working patients to a punch list against the clock.</span></span></span><span style="color: #000000; font-size: 10pt;"><span style="color: #000000;">"</span></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #000000;"><span style="color: #000000; font-size: 10pt;"><span style="color: #000000;"> </span></span></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #000000;"><span style="font-family: trebuchet ms, geneva; color: #000000;"><span style="color: #000000; font-size: 10pt;"><span style="color: #000000;">Don't forget to send us your favorite BizSpeak to: <a href="mailto:[email protected]">[email protected]</a></span></span></span></span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva;"><a style="color: #2820de;" title="Click here" rel="Click here" href="http://www.regisgroup.com/ourPress/publications.shtml"></a></span><span style="font-family: trebuchet ms, geneva;"><em><a style="color: #2820de;" title="Click here" rel="Click here" href="http://www.regisgroup.com/ourPress/publications.shtml"></a></em></span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><em><a style="color: #2820de;" title="Click here" rel="Click here" href="http://www.regisgroup.com/ourPress/publications.shtml">Click here</a> <span style="color: #3300ff;">to check out the BizSpeak book!</span></em></span>
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<td align="center" bgcolor="#333333"><p><font color="#FFFFFF" size="1" face="Verdana, Arial, Helvetica, sans-serif">The Regis Group, Inc.<br>
102 North King Street <font color="#B49A00">|</font> Leesburg, VA 20176 <font color="#B49A00">|</font> </font><font color="#FFFFFF" size="1" face="Verdana, Arial, Helvetica, sans-serif">703 777-2233 <font color="#B49A00">|</font> <a linkid:131246="" href="http://www.regisgroup.com/" target="_blank"><font color="#FFFFFF">www.regisgroup.com</font></a></font></p>
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