Elder Mediation is a unique offering that most (if not all) of the senior services / geriatrics field professionals in the Washington, DC area were not aware of. The marketing / public relations efforts for this client started with a comprehensive marketing and public relations plan. The branding and messaging phase used the existing logo in the color palate and collaterals included 2-sided rack and business cards together with a presentation packet of informational materials which were created to support the plan. In order to be sure that seasoned professionals understand the services of Tough Conversations, a focus group dinner meeting series was held to educate professionals about what elder mediation is and how it works. More importantly, the focus groups gave the owners / mediators and opportunity to start relationship building with the professionals in the field who would refer clients to them.