Founder Profile

Cynosure Communications was founded in 1988 as “Write it Right Communications.” It specialized in producing written marketing and public relations materials for financial and health care businesses and professional associations. For fun and fulfillment, founder Marcy Steinberg also provided grant writing services for artists and community service organizations. It was that work that provided the foundation for one the company’s current specialties: proposal writing in the design professions, and award and scholarship applications.

When Write it Right relocated to Tucson, Arizona in 1994 from the North Star state of Minnesota, Marcy renamed the company Cynosure Communications because the word Cynosure once meant North Star, and currently means “center of attention” and “that which influences”—the things that Cynosure Communications helps its clients become.

Soon after, Marcy began a research project for the American Institute of Architects, Arizona, interviewing dozens of public and private buyers of architectural services to learn how they make their hiring choices, what they like and don’t like in the proposals they are seeing, and what makes or breaks a firm that has made it to the final cut—the selection interview. That research launched Cynosure Communication’s specialty in the design professions. The research soon expanded to include both engineering and architectural services, and to address alternative service delivery methods such as design-build and construction-manager-at-risk. The findings have just been published (May 2003) in The Inside Scoop: Proposals and Interviews from the Client’s Perspective, by the Society for Marketing Professional Services.

Research continues on an ongoing basis. To learn how your firm or professional organization can benefit from this work, click here.

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Services

Cynosure Communications offers a constellation of related client identification, acquisition, and retention services for companies and organizations that provide professional services. It also offers specialized marketing and business development support for firms in the design professions, and leads seminars on Writing to Win^SM techniques and a variety of marketing, communications and sales topics. In-house training is also available. For a complete list of services, click here.

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Specialities

Professional service providers such as engineers, architects, or lawyers can’t show a client the product they are going to deliver. It can be a monumental challenge to demonstrate the value and benefits of their services. It can be MORE monumental to prove that they can deliver that service more effectively than their competitors can. Cynosure Communications specializes in the marketing and sales of intangibles. Its other key specialties are Writing to Win^SM, from award applications to proposals, and in integrated marketing in the design industries.

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Clients

Cynosure Communications clients come from both the commercial and non-profit sectors, and include international, national, regional and local organizations with staff sizes of fewer than 10 to more than 10,000. The one thing they all have in common is that they primarily offer services rather than products, and primarily sell business-to-business or business-to-government, rather than business-to-consumer. Industries served include architecture, engineering, manufacturing, health care, real estate, insurance, power and mining. To see a representative list of clients by industry, click here. To find out what clients say about Cynosure Communications, click here.

Awards
Throughout her career, Marcy has garnered a variety awards for the marketing, writing and public relations work she has done with and on behalf of her employers and her clients To see a partial list, click here.

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News
Hot Off the Press
Steinberg Marketing Scholarship

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