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Career Experience

Marketing Engine group Experience,
Part I

Marketing Engine group Experience,
Part II

Marketing Engine group Experience: Part I

Client Examples:

 
American Automobile Association
Worked with AAA on the development and testing of a next generation preferred supplier program. Work included research of club personnel, interactive sessions with AAA staff to revise the preferred supplier service requirements among vendor suppliers, towers/repair shops and AAA clubs. The end-product was development of a test plan and subsequent activation plan including rebranding, an introductory communication plan, and development of a micro site to support the program.



AGCO

Led marketing planning workshops over a two-year period and provided ongoing help with eight of the brand teams in developing their yearly marketing plans for the global leader in manufacturing and distribution of agricultural equipment.

   
American Family Insurance

Developed and led a 2-day workshop on marketing planning for the national provider of insurance products for consumer, business and farm targets. The workshop was created to help American Family Brand at Retail consultants create one process and language assisting American Family regional, district and local agents create yearly marketing plans. The workshop was based on the best-selling marketing planning book, How To Write A Successful Marketing Plan by Hiebing, Cooper & Wehrenberg but was tailored to the specifics of the American Family business and competitive environment. Also, developed 33, one thousand word articles as content for the innovative Business Accelerator program website aimed at helping their business clients create better marketing strategy and plans. In conjunction with this work, led webinars on branding and CRM.



Board Member
Bader Rutter Business Marketing Agency. (leading B2B marketing agency)
www.baderrutter.com

Advisory Board
Networked Insights, EatStreet, Plyfe, Fetch Rewards.

Darex Manufacturing
Marketing Engine Group worked with this manufacturer of sharpening tools (Drill Doctor www.drilldoctor.com and Work Sharp  www.worksharptools.com for do-it-yourselfers, wood workers, professionals and sportsmen helping them with consumer insights, new product marketing plans and strategic development of a brand portfolio of products to dominate the niche of sharpening.

The work has included one-on-one interviews with video presentations to help determine the attitudes towards, demand for and use patterns for the company’s products. This research helped sharpen the target market focus and provided the insights that formed the foundation for the 2009 Work Sharp marketing plan. The plan includes a brand vision, distribution strategies, product and pricing strategies and messaging focus applying to individual components of packaging, in-store and mass communications.


Didion Milling
Helped the miller of corn for food, feed and ethanol end products to develop a brand platform, naming architecture, marketing plans and promotional activities for its Harvest Gold family of food products.



Employment Solutions

The work involved client one-on-one interviews, staff interviews, leadership interviews, interactive workshops and planning to determine who the company is really for (target market focus), what it really does (core competency) and how it's different (brand positioning) and the creation of messages to both its employer and employee targets.





ELI, INC:

Work with Plantes Company , we developed a strategic plan using survey research and qualitative one-on-ones as the basis for an expanded vision of who the company could target with corresponding changes in the product, organizational structure, and marketing emphasis.


Fischer Paper Products
Work with Fischer Paper Products included strategic planning in three areas: One, identifying, quantifying and prioritizing target markets in their complex supply chain. Two, identifying the company's core competency as the foundation of its business model and platform for future growth. Three, creating a customer facing brand positioning and message strategy to tell the Fischer Paper Products story more effectively.

FireStone


Firestone Complete Auto Care
Worked with affiliate partner McMillan Doolittle and Firestone advertising agency Laughlin Constable, we analyzed the Firestone Complete Auto Care business model and made recommendations on how to increase traffic and profits for the chain’s 1,500 locations. The work included internal interviews, analysis of existing primary data and review of secondary sources to help modify the target market, brand positioning, and make recommendations around competitive set, product mix, in-store selling, pricing, and message strategy.

Honda

Honda Federal Credit Union

Honda Federal Credit Union, headquartered in Los Angeles with branches in North Carolina, South Carolina, Alabama, Indiana and Ohio, wanted to explore how to more effectively reach their secondary target market of Non-Honda Associates or relatives of Honda employees. Working with The ProCon Group, the assignment involved quantifying the potential of this market and determining the most effective delivery channels, product mix and message strategy. Ongoing work involving yearly marketing research and marketing planning along with one time projects such as evaluating credit card alternatives among key target segments, millennial attitudes toward HFCU and banking, perception and use of the HFCU call center, and establishing a next generation CRM platform.

Experience continued...
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