Corporations, states, territories, government agencies and associations who have benefited from my experienced talent. Provided are examples of business development, community engagement, positioning, branding, segmentation, customer retention, return on investment, product development and market research.
Marketing, New Business Development, & Community Engagement
Postioning
State of Minnesota
Challenge: Economic conditions called for severe cut backs in education.
Positioning: Influence legislature. Make sure the voter/tax-payer was aware that 94% of the graduates were placed in Minnesota jobs resulting in the public pressuring pol- iticians results in a 23 percent increase in senate appropriations for seven consecutive years.
American Red Cross, HQ
Challenge: Ten year loss of market share
Positioning: Positioned ARC as a new organization that listens to their customers and provides the best client service in relation to blood distribution, delivery and value-added services. Achieved with one letter of apology at an investment of $2,753.48.
Chevrolet
Challenge: 33% increase in Chevrolet showroom traffic.
Positioning: Positioned Tahoes and Suburbans as the “Soccer Mom” vehicle.
Branding
Sun Microsystems
Challenge: No K-12 or Higher Ed institution knew Sun was in the education business.
Branding: Main campaign focused on leveraged marketing by identifying key technology instructors and department heads in every state integrating them into the branding strategy.
Saba Software
Challenge: Saba preparing for IPO. The challenge was to initiate aggressive brand- ing prior to IPO to all Fortune 500 buyers of eLearning as well as analysts.
Branding: Intense aggressive continuous contact Internet and network marketing.
Marketing Segmentation
Chevrolet
Challenge: Dodge Durango showroom traffic significantly increased
Segmentation: Targeted 18 million soccer moms using “Kick” magazine as primary change vehicle.
Minnesota Department of Education
Challenge: Significant cuts in senate appropriations
Segmentation: Focused on legislator’s constituencies to place pressure from voter tax-payers, business and industry.
Customer Retention
American Red Cross
HQ Challenge: Customer service was at an all time low throughout the U.S.
Retention: Created blood buyer integration teams throughout the U.S. to identify the problem and collaboratively create the solution. Resulted in 100% turnaround and 20% reduction in medical supply costs for remaining customers.
Sun Microsystems
Challenge: Oracle and Cisco had three years more experience.
Retention: Provided all software for free.
ROI
State of Minnesota
- Save tax-payers $1.8 million dollars.
- Increase senate appropriations by 22% annually.
- 94% placement rate for post-secondary graduates.
- Ranked second in U.S. in relation to U.S. Department of Education performance outcomes.
- Worked closely with all schools, departments and selected government agencies
- Office of the Governor, legislators and 6000 business and industry chief executives.
Sun Microsystems
- 300 clients within two quarters
- Sales was a collaborative effort involving Sun sales, marketing, software and hardware.
American Red Cross, HQ
- Reverse revenue down trend by 100% within one year totally $253MM.
- Reduced client medical supply costs by 25 percent.
Product Development
Wilson Learning Corporation
Challenge: Increase overall product sales Product Development: Campaign leveraged both the Chairman, Larry Wilson and Spencer Johnson to create best seller resulting in building collateral products and boosting sales of other lines by 29% within two quarters.
Sun Microsystems
Challenge: No product.
Product Development: Established education product development client teams responsible for translating IT targeted products into learning products for both K-12 and Higher Education.
Market Research
Suburban/Tahoe
Viral Marketing: Targeted the 4-12 teen market and their 18 million soccer moms increasing showroom rate by 33% in nine months.
Minnesota Department of Commerce
Challenge: Budget cutbacks threatened quality and services.
Viral Marketing: Leveraged the power and influence of business, industry to fund a multi-million dollar ad campaign targeting citizens of Minnesota. Increased public awareness by 95% and senate appropriations by 22% annually for seven years. Won the National Ad Council award for this campaign.