Featured Career Results

The following represent some of the projects and programs I've designed, managed and/or implemented during the course of my career. In marketing, it is often difficult to tie specific results to individual programs. That makes doing so not less, but more important. Even though results-based marketing is often complex, the alternative – proceeding without a clear idea of what has succeeded and what has failed – is not acceptable. If results are not measured, success is rarely reproducible.
 


Organization
 


Activity


Result

Sanestorm
 Marketing

Created one of the first legal marketing blogs in the industry

Within 6 weeks, blog went from an unknown to an average of 200 readers per day, with highs of 500 readers for some articles. Blog was consistently in the top 10 results on Google, Yahoo and MSN for the search term “legal marketing”

Vorys, Sater

Media plan review and adjustment, including adoption of a year-long media calendar, up-front commitments and identification of key media partners.

Leveraged an additional advertising expense of 15% into approximately 40% greater media exposure.

Vorys, Sater

Redesign of advertising, website and collateral materials.

New design quality and consistency better communicates firm's brand across multiple types of media and to multiple audiences.

Vorys, Sater

Adoption of "zero base" budget system with analysis by firm, office, month and GL account.

Easy and accurate planning, tracking and evaluation of all marketing expenses led to significant cost savings in several areas.

Vorys, Sater

Consistent evaluation of sponsorship, listing and media opportunities.

Saved over $100,000 annually by identifying previous expenses that did not provide adequate value or appropriate fit.

Vorys, Sater

Trained marketing personnel in project planning and tracking systems.

Smooth and orderly functioning of projects and events saved money and attorney time and better projected firm's image.

Vorys, Sater

Launched and maintained firm-wide knowledge management function within the marketing department.

Reduced time necessary for referral requests from an average of three days to less than 6 hours. Generated opportunity-cost savings of over $300,000 per year in attorney time.

Vorys, Sater

Led effort to develop an internal business and professional development training program for associates.

Provided timeline, costs, curricula, project plans and blueprints for the provision of training for more than 100 associates.

Vorys, Sater

Represented marketing interests in the development of firm intranet and extranets.

Provided significant leverage and usability improvements to original designs.

Vorys, Sater

Launched recruiting advertising campaign.

Tripled traffic to recruiting pages on firm website in the periods of time directly after advertising launches.

Vorys, Sater

Led effort to more fully integrate all offices into firm's marketing efforts

Improved inter-office speaking and writing opportunities and cross-selling activities.

Vorys, Sater

Led effort to switch internal firm communications from paper to electronic distribution.

Saved over $40,000 annually in supplies and personnel time.

Vorys, Sater

Implemented precise tracking and management procedures for use of firm sponsored sports and entertainment resources.

Unused opportunities for ticket use fell from 20% to less than 5%.

Vorys, Sater

Hired local PR firms for each office.

300% improvement in media placement and article publication.

Vorys, Sater

Consolidation of marketing materials vendors.

Significant time and budget savings and quality control improvements.

Vorys, Sater

Worked as internal PR resource for select clients of the firm.

Provided increased value to clients by identifying and addressing PR issues as well as legal issues.

Vorys, Sater

Standardized attorney biographical information into one master database.

Saved time and improved overall quality of attorney profiles by eliminating three semi-overlapping legacy systems.

Vorys, Sater

Internalized the design, creation and implementation of new associate announcements.

Saved over $25,000 per year and improved the turn-around time and visual quality of the finished pieces.

Vorys, Sater

Cost-justified, defined and established the firm's first dedicated, in-house audio/visual position and function.

Improved A/V resources available to attorneys and saved time and money by consolidating the function.

Verizon Wireless

Created a dedicated direct marketing production function for the support of sales locations and telemarketing center.

Ohio region was consistently in the top 3 of Verizon's 28 regions in metrics related to direct marketing effectiveness.

Verizon Wireless

Designed and directed Ohio region's first direct television marketing program.

Doubled telemarketing sales in those markets with direct TV exposure.

Verizon Wireless

Researched and implemented a centralized management and distribution structure for indirect channel's use of marketing funds, content and materials.

Saved $2 million annually while maintaining indirect channel satisfaction and sales results.

Verizon Wireless

Managed all marketing elements of brand change from AirTouch to Verizon for Ohio, Michigan and Georgia.

Time-to-market for new materials in Ohio, Michigan and Georgia was, on average, half that of other regions.

Verizon Wireless

Combined direct marketing efforts of 15 states (5 regions) into one area-wide function.

Generated cost savings of more than
$2 million annually through leverage of increased scale.

AirTouch Cellular

Coordinated initial research, design and roll-out of Eastern Region's first Internet advertising and fulfillment campaign.

Cost per acquisition through Internet channel in Eastern Region was approximately 1/3 of that in other regions.

AirTouch Cellular

Initiated, directed and coordinated bulk-purchase of industry and company-specific stock photography.

Saved more than $500,000 annually over the projected cost of purchasing photography on a project-by-project basis.

AirTouch Cellular

Initiated use of modular merchandising system for use in company-owned stores.

Enabled all stores to prioritize merchandising based on size and message.

AirTouch Cellular

Internalized design, writing, print-buying and distribution of printed materials.

Saved more than 25% ($500,000/yr) over vendor-managed system.

AirTouch Cellular

Designed and managed industry-first, high-end "Customer Rewards" program.

Reduced monthly churn among top customers by more than 20%.

AirTouch Cellular

Initiated and managed direct mail trial programs for major new initiatives.

Improved response rate and profitability of programs by creating and analyzing results of different offers, designs and discounts.

AirTouch Cellular

Developed, wrote and designed community PR materials.

Improved start-up times for new antenna site purchase and construction.

Cellular One

Created internal document management system.

Saved $200,000/year over cost of external, vendor managed system.

Cellular One

Created automated letter generation system for Customer Care.

Reduced administrative time from 5+ minutes to less than one minute.

Deaconess Hospital

Researched, purchased, installed and trained staff on use of desktop publishing and in-house color plotting capabilities.

Reduced cost of presentation graphs for medical conventions from $50/each to less than $1/each.

AT&T

Designed and implemented "side-by-side" electronic documentation for billing program code.

Enabled programmers to have instant access to program documentation while working on code.

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