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On-Target Strategic Planning
Developing and implementing marketing and communications programs
involving branding and corporate image development, partnership
development, product launches, trade show and special event planning,
media relations, community relations, cause-related marketing, and
issues management.
Strategic Partnership Development
Developing strategic partnerships with such organizations as the
National Restaurant Association, the American Culinary Federation, the
American Diabetes Association and others that enhance the value of
client initiatives, protect them from interlopers, and position clients
as thought leaders on important issues.
Marketing Communications
Developing consistent messaging and communications vehicles to reach the
client’s target audiences with powerful, yet elegantly simple, language
that motivates purchase, shapes opinion, and moves them to take action.
Managing development of such communication vehicles as advertising,
print collateral, direct marketing, website development, social media,
and more.
Proactive Media Relations
Developing media campaigns for clients targeted to both consumer and
trade media. Some significant national consumer placements have included
CNN, Associated Press, Good Morning America, Today, USA Today, Time,
Business Week, Forbes, U.S. News & World Reports, Woman’s Day, and
Family Circle.
Focused Product Launches
Developing and implementing product launches that attract attention and
create buzz. Examples include a PBS culinary television series; a
consumer culinary education program; and consumer product launches for
everything from nutritional supplements and food products to electronic
hand tools and toys.
Events That Sizzle
Developing and implementing impactful events such as multiple-day
conventions; trade shows; national and regional news conferences; media
tours; charity fund-raising events; and grand openings that meet
strategic objectives.
Comprehensive Issues & Crisis Management
Auditing relevant issues, planning and implementing proactive programs
that allow clients to anticipate and defend against emerging challenges.
Quickly assessing crises and implementing action plans to mitigate
damage to the organization and its reputation. My experience has
encompassed situations ranging from a Greenpeace initiative protesting
PVC in toys and an attack on the efficacy and safety of a nutraceutical
product to murder in the workplace and rumors of a company’s financial
instability just prior to its initial public offering.
Consensus-Building Community Relations & Public Affairs
Assessing the situation, identifying stakeholders, establishing the case
and developing communications programs that build consensus and
acceptance among decision-makers, influencers and community residents
for commercial/residential developments and other community and regional
initiatives.
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