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August 12, 2004

Press Announcement- CSD Launches New Marketing Campaign: It's All About Passion

From: CSD - Aug 12, 2004


Release date: August 12, 2004
Contact: Erin Casler, CSD Public Relations Department
(605) 367-5761


SIOUX FALLS (August 11, 2004) – CSD has released its new brand identity. The new material is designed to reflect recent positive moves made within the organization in response to marketplace dynamics and customer feedback. The launch of CSD's new look and feel included a new tagline, new quality marketing support material and a revamped website.

CSD's revamped website presents information in a clear and informative manner utilizing a simplified navigation system. The restructuring of CSD's website features powerful tools that enable consumers to more easily plug into much-needed services, apply for employment online and keep abreast of new products and services. The new CSD website also has Flash-based clips of products and services and an interactive timeline. The various text-based and animated features on this website are a culturally-sensitive way of accommodating the diverse communication methods used by CSD's consumer base.

A different kind of service-oriented company, CSD consists of two major units that work together to generate revenue that essentially supports employment and social service programs for the deaf and hard of hearing community provided by individuals familiar with the unique needs of this community. Adult basic education, literacy training, assistive equipment distribution, to name only a few of the community services that CSD provides, are all programs made possible by the business division. This marketing campaign fuses the various identities and components of CSD into one clear message—it's all about passion.

The new primary company tagline, "It's All About Passion," sums up the purpose for CSD's existence and its mission. CSD's new communication campaign focuses on what has made CSD so successful—the passion and commitment of its customers, employees and partners to serve those in need.

"As a nonprofit organization whose primary stakeholders are its customers—deaf, hard of hearing people and their allies—CSD has a vested interest in ensuring that its services exceed the highest standards," said Benjamin Soukup, CEO, "our new initiative highlights the passion of dedicated employees who exemplify this organization's long standing commitment to the deaf and hard of hearing community."

About CSD – CSD (also known as Communication Service for the Deaf, Inc.) was established in 1975, primarily to provide sign language interpreting services to deaf and hard of hearing adults in South Dakota. Today, CSD employs over 3,000 individuals in offices across the nation, providing a broad continuum of social and human services programs, as well as telecommunications relay services. CSD is a private nonprofit agency dedicated to providing quality services; ensuring public accessibility; and increasing awareness of issues affecting the deaf, hard of hearing and individuals with speech disabilities. For more information, please visit

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