WORK
My work is not about marketing; it is about your business.
If you have a problem and it has something to do with what you think of as "marketing," I can help you solve it. Below are some examples. Learn more about my qualifications and experience.
COMPANY
American Banker, Inc.
PROBLEM
"Every time we assign someone the marketing beat, they quit. Find out why."
SOLUTION
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Redefined the job based on evolution in the marketplace from "Bank Marketing" to "Consumer Financial Services."
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Changed the tagline of the newspaper from "The Daily Banking Newspaper" to "The Daily Financial Services Newspaper."
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Covered functions cross-industry such as marketing to the affluent by banks, brokers and insurers; sold reprints of features like this for a profit.
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Created the "American Banker Consumer Survey," as a platform from which to reinforce the brand, give speeches, boost subscriptions and increase revenue.
COMPANY
American Express Company
PROBLEM
Safeguard $27 billion Travelers Cheque business in era of evolving credit card competition with bank distributors.
SOLUTION
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Innovated a new business model to offer American Express' nonbank financial products, including stock brokerage, travel and insurance, through Travelers Cheque distributor banks.
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IDS placed financial planners in Minneapolis bank lobbies before deregulation of the late 80's and repeal of the Glass-Steagall Act.
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Brochure
Newsletters
COMPANY
Muriel Siebert & Co., Inc.
PROBLEM
Maintain published per trade price in increasingly competitive environment.
SOLUTION
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Created greater perceived value through addition of multiple research resources and emphasis on boutique service, experience, integrity and absence of fees.
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Utilized new positioning to write Web site and other marketing and communications content and copy.
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Built profitable brand differentiation by achieving top-five rankings in surveys from key financial media for a decade through integrated communications plan, Web site strategy and survey response process.
Brochure
Social Media Post
Social Media Post
COMPANY
Massage At Work, LLC.
PROBLEM
Ten year-old market leader under assault by a wave of new competitors.
SOLUTION
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Changed messaging to focus on profitability through reduction of stress, producing decreased health care costs and increased employee wellness.
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Rewrote tagline from "Enriching Your Company's Work Life One Employee at A Time" to "Promote Wellness and Improve Your Bottom Line."
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Concepted, wrote and oversaw design of new marketing materials, including brochure and new Web site - navigation, headers, pages and SEO.
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Directed production of 10th anniversary "blaze" to embed with logo as means of brand differentiation.
