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Client - Leading Manufacturer of Art Equipment & Supplies - to the K-12 markets.  

History – A leading manufacturing of pottery wheels and other equipment and supplies wanted to expand operations into several potential markets.  They required a senior marketing professional experienced in developing and launching new products in multiple markets.

Duration of project – Over two years.

Challenges – The organization had limited resources and wanted to enter the consumer mass market with a patented new product.  Additionally, current products sold through core channels of distribution were experiencing increasing competitive pressures.

Solutions –  Focused the company on core markets and identified opportunities to expand product line while leveraging current channel relationships.  With additional resources, launched additional new products to further solidify leadership position.

Responsibilities -

• Conducted industry and market research on several potential markets and provided client with justification for focus on Elementary through High School market (K – 12). 
• Developed and conducted detailed focus group research to discover next generation of ceramic pottery equipment and learning resources. 
• Worked with engineering and product development staff in the design and development of innovative new products and accessories.
•  Drafted integrated marketing and promotional programs including print advertising, trade show development, Public Relations, and channel events to support nationwide launch of new products. 
• Provided ongoing marketing support to manage market share growth and sales promotional campaigns across multiple channels, including wholesale, retail and Internet.

Results -

• Newly released products now represent the fastest growing segment within the company’s overall product mix.
• Worked with company to reduce the cost of marketing and promotional programs by incorporating careful tracking of all marketing and advertising activities.
• Worked with senior management to develop and institute ongoing, cross-functional meetings (Operations, R&D, Engineering, Manufacturing, Sales, Finance) for improved planning and execution of identified tasks.
• Assisted client in avoiding costly mistake of moving too quickly into consumer market.  Research suggested client would experience greater success by focusing resources on selected, underserved markets.  By following this path, the company has experienced improved positioning within the industry and market share growth.

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Client - The World's Largest Producer of Irrigation Products Sold via Consumer Markets

History – The consumer products division was marketing a wide variety of irrigation products and services to the Do-It-Yourself (DIY), nursery and garden centers, and consumer mass markets.

Duration of project – Nearly 6 Months.

Challenges – The division required the assistance of an experienced, interim, senior marketing professional to assist the company in managing multiple projects, including consumer research, product development and packaging, advertising and video program development.

Solutions – Coordinated a number of cross-functional teams (management, operations, engineering, R&D, manufacturing and sales) to expedite the development and launch of new products, promotional and research initiatives.

Responsibilities –

• Created high-end collateral materials for 10 new products.
• Developed a marketing and promotional strategy for an entirely new product line through consumer and business-to-business channels.
• Supervised national focus group research for new and existing products.
• Assisted in the design and implementation of the national trade show presentations.
• Coordinated the production of two, half hour television programs on home improvement.
• Supervised the development of an interactive advertisement for a leading home improvement software program.
• Worked with R&D in the development of new packaging.

Results –     

• The Company successfully launched all anticipated products.
• The company incorporated research findings into new packaging and marketing strategies and captured new and extensive distribution channels. 
• New and effective advertising and promotional programs were developed and implemented.

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Client - One of California's Largest Commercial Builders

History – The organization required development of a strategic marketing plan for their commercial building business.  Additionally, the client required training for all senior staff regarding the elements of marketing, business development, sales and customer service.

Duration of project – 15 Months.

Challenges – Develop innovative marketing strategy within a competitive commercial building market. Assist client in executing the marketing and promotional program. Develop effective training materials and provide engaging instruction regarding the overall marketing program.

Solutions – Through careful market analysis, identified positioning opportunities and strategic alliances.  Used interactive training to provide all middle and senior management staff a better understanding of key elements of the marketing program, including enhanced customer service.

Responsibilities –

• Researched current market and market trends. 
• Developed marketing strategy and promotional program, including advertising, direct mail and customer service programs, to support growth objectives and work within financial constraints. 
• Assisted in the implementation of the marketing program, including advertising and promotional activities.
• Created a multiple-topic, interactive PowerPoint presentation and workbook materials. 
• Presented the program to senior and mid-level management across all functional departments.

Results –

• The comprehensive marketing program provided a springboard for an integrated and consistent approach to marketing activities, thereby reducing redundancy and improving cost effectiveness. 
• The training program was based on the fundamental belief that every member of the organization should be considered a marketing/customer service asset. 
• This approach created a company-wide expectation for enhanced customer relations and resulted in improved marketing results.

After over one year of research, development and implementation, senior management found the program to be one of the most innovative, timely and successful programs offered to their management and supervisory staff.

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Client - A World Leader in Manufacture & Supply of Filter Media

History – The Company sold filter bags and filter media worldwide to a variety of industries, including coal, cement, steel, power, mining and chemical and needed assistance in reorganizing their sales and marketing departments. Additionally, they wanted to improve their image within the various markets in which they operated. 

Duration of project – One Year.

Challenges – Develop a branding program and identify the most appropriate channels to communicate competitive advantages and product benefits.  Expand sales efforts and develop a more efficient sales and customer service process.

Solutions – Worked with sales department to restructure geographical focus and sales development process.  Instituted in-house sales department to support field sales activities.  Coordinated advertising and public relations programs to achieve cost effective promotional efforts.

Responsibilities –

• Designed a regional field-sales program.
• Developed an in-house sales support program, including process and scripted telemarketing materials.
• Developed a revised sales commissions and salary structure.
• Identified appropriate trade shows for participation.
• Planned and implemented a public relations program.
• Managed the development and implementation of an advertising program.

Results –  

• The company successfully implemented the new field-sales and customer service programs.
• Field sales staff realized improved efficiencies in sales activities.
• Achieved improved awareness for their goods and services by selected target audiences.

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Client - Internet Based Retailer

History – An Internet based retailer of consumer and wholesale products required assistance in the development of a comprehensive, strategic business and marketing program, including product mix selection, promotional and affiliate marketing programs.  

Duration of project – Six years.  

Challenges – The organization needed to better understand the target market in the development of an expanded product mix.  The company was learning to incorporate new Internet technology, including affiliate programs, search engine optimization and keyword marketing and required a strategic framework in which to operate.  

Solutions – Conducted market research through surveys and market analysis to determine audience characteristics.  Developed management procedures, product mix selection, website development (including look and content), marketing and promotional programs, company positioning within the market, and sales programs.  

Responsibilities –

• Developed multiple marketing strategies for business-to-business and direct-to-consumer markets.
• Created site mapping for strategic “deal closing” methodology.
• Managed database development, manipulation and mining.
• Conducted ongoing audience and market research.
• Developed promotional strategies, including specials, discounts and other methods.
• Developed and conducted personnel training and development programs.  

Results –

• Within two years, the company became largest provider of products within its category on the Web and grew 49% (average) each year during a 4-year period.
• Coordinated product mix strategies to improve consumer-order versus units-sold ratios.  Ratios improved by nearly 40%.
• Established strategic partnerships in wholesale operations providing incremental sales with minimal direct costs.
• Instituted product management systems to better track inventory needs versus anticipated sales and reduce inventory-carrying costs.
• Reduced customer charge-backs by 95% by implementing aggressive payment review procedures.
• Developed innovative look and design for website within this category.  Captured segment of the market not previously serviced by competitors.
• Improved fulfillment process and reduced packaging errors by reorganizing product storage systems.

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Client - One of World's Largest Providers of Database Management Programs to the Hospitality Industry

History – The organization is a leading provider of club-membership programs to 5-star hotels throughout the world.  The company contracts with hotels to promote hotel amenities and other services to area businesses. 

                       

Duration of project – 14 Months.  

Challenges – Provide direction and assistance in developing and standardizing all product marketing, branding and communication programs worldwide.  Develop and launch world-class websites to promote products and support customer service.  

Solutions – Standardized corporate branding across all markets and developed systems to develop and deliver specialized training programs.  Worked with management to align corporate sales initiatives with strategic marketing programs and tactics.

                       

Responsibilities –

• Crafted comprehensive strategy to blend Internet activities with traditional marketing and sales operations.
• Managed multimillion-dollar marketing and development budget with direct P & L responsibility.
• Managed the development and launch of two, content-rich, world-class websites one of which was nominated for the prestigious Visa/Asia Business Website award.
• Developed unique, CD-ROM based learning tools introducing vital website functions.
• Created and presented interactive multimedia presentations and support programs.
• Administered complex direct mail campaigns testing the channel's effectiveness.
• Supervised corporate-wide list management program (direct mail).
• Managed international marketing and strategic partnership development staff located in Asia, Europe, Middle East, and the Americas.
• Initiated an Internet-based Resource Depot providing product and service information, sales, marketing, and operations training materials to 83 corporate offices around the world.
• Supervised and implemented company-wide, graphic design and branding standards for all corporate visual media.
• Identified and negotiated key vendor contracts.  

Results -

• The combination of the comprehensive marketing strategy, website development, customer service and multimedia training capabilities was instrumental in securing a 2-year, $30 million contract.
• By utilizing the backbone of the Internet, corporate provided consistent marketing and management information and materials to offices around the world.
  
• The Internet became a highly efficient method to communicate with current customers and generate awareness, providing reduced retention costs and increased profits.