We create and execute strategies that help big thinkers, big dreamers and big doers make the world a better place.


Slay & Associates’ helps our area’s big thinkers, big dreamers and big doers bring forth new ideas and products that improve our community, our state and the world. We encourage the public, the media and our leaders to think in new ways about some of the most compelling business initiatives and policy ideas of our time.

Through the years, Slay & Associates’ diverse client list has included private foundations, not-for-profits, medical, professional service, high-end retail and biotechnology. Our expertise spans a broad base of marketing disciplines and is offered through a customized approach that best addresses the needs of each client.

Just as important, extending a hand-up to those who want it is a core principle for each member of the marketing team. Volunteerism and community engagement are a big part of our lives.

In the end it is our ability to make strategic connections and deliver inspired results that works to the benefit of our clients and our community.


laura-slayLAURA SLAY

Recognizing that in marketing communications, the one constant is change, Laura keeps steady pace with new technologies and advertising trends, offering clients time-tested, senior-level thinking and marketing intelligence that capitalizes on the new media environment. With a commitment to strategic planning, Laura has driven her firm’s breakthrough execution of advertising campaigns, promotional events and issues engagement since 1991.  Since that time, Slay & Associates’ work has benefited a variety of clients from a number of industries, including: philanthropy, biotechnology, high-end retail, non-profit, education, the arts, professional services, and business coalitions and associations.

Today, the firm’s primary commitments are strategic partnerships and communications for two of Missouri’s most active philanthropists, Rex and Dr. Jeanne Sinquefield. Slay & Associates’ support of the Sinquefields’ philanthropic activities includes providing marketing support for Dr. Jeanne Sinquefield’s Missouri New Music Initiative, an effort to make Missouri an international mecca for new music composition and performance and launching the Chess Club and Scholastic Center of St. Louis.

Laura also serves as executive director of two non-profit education reform organizations, the Children’s Education Alliance of Missouri (CEAM), a policy-focused 501(c)(3) organization that supports policies that encourage access to high-quality educational options for all Missouri students and the Children’s Education Council of Missouri (CECM), a 501(c(4), is Missouri’s leading education reform advocacy organization and lobbies for policy changes at the state and local levels.

Responsible for CEAM’s and CECM’s overall strategic direction, Laura executed an aggressive organizational capacity building plan. Public relations, funding, event planning and branding support is provided to both organizations through Slay & Associates.

dean-mindermanDEAN MINDERMAN

Dean Minderman coordinates marketing, content generation and public relations strategy and execution for the Mizzou New Music Initiative and other music-related projects of the Sinquefield Charitable Foundation. A graduate of the University of Missouri’s School of Journalism, Dean has extensive experience as an arts administrator and consultant,  ad agency writer/producer, music journalist and blogger, publicist, and event producer; and as a performing musician, composer/arranger, and bandleader. He has consulted on marketing communications and created content in a variety of media for many different types of clients, from not-for-profit organizations to small businesses to major corporations.


Slay & Associates puts big ideas to work.

Our unique blend of services is designed to make the most of our clients’ resources and make a difference. We integrate real world connections with real time media to support projects with purpose, partnering with individuals and organizations committed to making a positive impact.

Our experienced team and extensive network possess expertise that reaches far beyond the PR basics. We imagine. We create. We organize. We engage. We connect. We analyze. We are passionate advocates for the goals of our clients with the skill and experience to make big things happen.

Whether you are engaged in the world of philanthropy, non-profit or commercial ventures, Slay & Associates’ comprehensive approach includes the following tools, tailored to fit each client and opportunity:

Strategic Planning
• Mapping where your organization needs to go and how it can get there
• Research—in-depth study of an issue, product or concept

• Building a lasting personality and emotional connection that resonate with your audience
• Advertising—creating engaging stories that reach the right people at the right time
• Video—producing and distributing extended broadcast materials

Public Relations
• Securing targeted attention through a variety of communications vehicles
• Media relations—selecting the best traditional media outlets for your message, including related print, broadcast, social media and online communities
• Real time media audits and rapid-fire response mechanisms will support and protect your brand
Grassroots marketing—exposing your issue to like-minded, passionate people through community and philanthropic organizations
• Media training—counseling, rehearsing and perfecting effective traditional media and on-line techniques
• Event creation and marketing—our expertise in designing, promoting and supporting your organization’s special events will developing a sustainable buzz that supports your brand

Online Messaging
• Website design & development—creating engaging, functional internet communications with maximum search engine optimization
• Social media development—giving a voice to your message and laying the groundwork for valuable online discussions through the appropriate social media channels
• Content creation¬—developing timely, relevant content for social media, websites, blogs and e-newsletters
• Real time auditing—monitoring social media activity and deploying content strategies in response

Data Assessment
• Analyzing data collected from statistics, surveys, web traffic and other sources to establish the best approaches and identify further opportunities


Got a big idea that needs push? We’d love to hear from you!

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