Marketing Communications
With over twenty-nine million dollars of gross revenues created, and over 15 years experience, this enthusiastic, get-things-done individual, with proven problem-solving and communication skills, is seeking opportunities to develop relationships with companies who value innovation and wish to increase their market share and profits
- ADVERTISING
- MARKETING & MEDIA MANAGEMENT
- B2B SALES/BUSINESS DEVELOPMENT
- PROMOTION & PUBLIC RELATIONS
Key Product Categories:
Medical and Professional, Medical Device, Retail, Automotive, Beverage, QSR, Entertainment/Events, Education, Grocery, B2B, B2C and Media
PROFILE
15+ years of experience particularly in the areas of:
- Marketing Management: VP of Marketing, Marketing Director, Product Marketing Manager, Program Director
- Medical Marketing: Pivotal/Clinical Trial Patient Recruitment
10+ years of experience B2B Sales, Account Management and Business Development
- Advertising Media Sales: Radio, Cable TV, Broadcast TV, Print and Internet
Major markets: Detroit, MI and Minneapolis, MN
- Public Relations/Promotions/Event and Entertainment Marketing
- Sports and Sponsorship selling
- Business development, negotiation, market research, strategic analysis and planning, tactical execution, budgeting
- Media (TV/Radio/Internet): creative composition, copywriting, and voice-over
- Additional experience with: branding, direct response lead-generation, market development, product launch, sales enablement and training
His creative professional leadership and ability to relate to diverse groups reflects his ability to identify problems, determine appropriate solutions, motivate target markets and reach or exceed business and company goals on schedule.
Conceived corporate advertising campaign; directed activities through all media for both retail and business-to-business services.
Designed all corporate communications pieces; wrote brochures, press releases and internal training and client educational materials
Created co-op marketing plan for business association; recognized as “Best Advertising Campaign”
Developed, managed and wrote direct mail campaigns
Wrote, voiced, and produced commercials for radio and broadcast and cable television.
Directed public relations activities on-air and on site for non-profit fund raising activities; wrote public service announcements
Composed advertising copy, layout, and design for newspaper, yellow pages, billboard and direct mail campaigns.
Wrote sales, collections, introductory, and follow up letters, telephone scripts, landing pages, and e-mails
Wrote and implemented elements for sales promotions and contesting
Wrote "Sales Converting" SEO Landing Page Copy, developed keywords for: Chiropractors, Dentists, Restaurants, Day Cares, Attorneys, Caterers, Acupuncturist, Plumbers, Electricians, Upholsterer, Cleaning Services, Maintenance Services, Landscapers, Tree Services, Pet Store, Photographer, Appliance Sales/Service, Medical Hair Restoration, Veterinarians, Health Care Clinics... and more
Conducted market research, identified corporate niche, analyzed options and implemented changes; Increased market share by 300%
Developed questionnaires to conduct market research, conducted research, interpreted results
Formulated corporate integrated marketing strategy; coordinated decisions on target markets, marketing mix and marketing expenditure levels. Designed product pricing and promotions guidelines.
Created in-house data base marketing program; designed client advocacy plan
Interacted within upper management team to affect revenue increases from $900,000 to $2,200,000 in four years and from $1,000,000 to $2,400,000 in two years.
Managed day to day operations including budget of three departments with fifteen professionals; Fostered team environment and effectively motivated staff to reach corporate goals and objectives.
Designed media buys, negotiated exchange to maximize coverage, evaluated results.
Interviewed, hired, trained, supervised, evaluated and discharged staff as needed.
Arranged and planned media events and trade shows
Compiled business development research and industry background information; analyzed revenue opportunities.
Established programming elements involving format, style and scheduling; Increased market share.
Created procedures for handling client feedback; improved customer satisfaction and loyalty.
Billed over $7.5 million first five years in broadcast television advertising; recognized for new, direct business creation
Billed over $1.3 million during first eighteen months in yellow pages advertising
Reactivated account list and increased billing over 50% in three months in radio advertising
Focused on long-term local direct business; achieved 74% of annual budget by April in cable television advertising
Wrote and designed three-stage e-mail sales letter campaign; achieved response rates of 8%, 17% and 29%.
Coordinated and implemented sales promotion elements and activities for major corporations
Initiated method for making introductory calls through rapport building and by offering options; Set 50% of all requests.
Serviced account list of 240 clients through relationship building;
Facilitated collections with effective public relations and problem solving; Recognized for low bad-debt amounts.
Maintained deadlines and corporate goals in a fast paced environment; Reached and/or exceeded sales goals consistently.
Interviewed clients, identified options, offered recommendations and negotiated closings; Recognized for new business creation and revenue maximization.
Developed and presented proposals for advertising budget of major corporations; Designed logistics to implement proposals.
Created, developed, and prepared sales presentation and promotion materials
Trained staff on consultative selling, effective negotiating and telemarketing techniques; wrote sales scripts
EXPERIENCE
Bill Blett Marketing Communications
Marketing consulting and media campaign management for a Minneapolis medical device company conducting clinical trials for new surgical procedure and implantable devices.
Plan, execute and evaluate nationwide trial-participant recruitment direct-response advertising campaign using broadcast television
Plan, execute and evaluate trial-participant recruitment advertising campaign using internet and radio in Los Angeles and New York Plan test, trial-participant recruitment advertising campaign using cable TV in Los Angeles
Research, evaluate, make recommendations and implement media options (national cable infomercials, in-store signage/display, promotional item and point-of-purchase advertising)
Creative and copy consulting and composition
Category: Medical, Medical Device
- Maximize SEM (Google, Yahoo and Bing) internet (Websites, Mobile, SEO, IYP, directory sites, reputation management, video) and print advertising to new and existing customers.
- Consult with business owners to assess their specific needs and utilize market intelligence research to provide targeted solutions that enhance customer satisfaction, advertising results and ROI
- Develop client creative message for print, online, and mobile applications
- Create and present customized advertising proposals that are consistent with business objectives and messaging strategies.
- Awards: 2009 St Paul Campaign: “Top Performing Sales Consultant”
“Highest Recurring Revenue”
2010 Minneapolis Campaign: “Top Premise Consultant”- Increase to Adv.
“Top Premise Consultant”- Net Growth
Incentive trip winner
Number 3 overall (35 reps) 2010 Performance Ranking Report
2011 Minneapolis Campaign: “Top Performing Premise Consultant”- New Dollars Sold
- Leadership Development Council
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Presented and closed advertising and promotional platforms on station website; achieved 200% online/internet budget
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Conceived, presented, closed and executed first-ever, multi-level, co-op program for Minnesota Twins baseball programming
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Key account categories: QSR, Education, Event/Entertainment, Insurance
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Format: FOX and MyNetwork affiliate
- Billed over $8.7 million first 6 years; recognized for new, direct business creation
- Increased spending share of key regional accounts, recognized for account revenue growth
- Presented and closed promotion initiatives for station website
- Sold in-game and sponsorship advertising for Detroit Lions and NFL football, MLB, NASCAR, Big-Ten football and basketball
- “Top Gun” sales award winner 2004, 2005
- Key Account categories: Automotive (Regional Dealer Association, Multi-store dealer groups, individual stores)
- Retail, Event/Entertainment, Beverage
- Format: FOX affiliate
- Developed, presented, and closed revenue and promotional proposals for six-figure, advertising budgets of major corporations; Designed logistics to implement proposal plans; Executed plans
- Developed and executed custom radio advertising and promotional campaigns
- Maintained deadlines and corporate goals in a fast paced environment; Reached and/or exceeded sales goals consistently
- Key Accounts and Categories: Coca-Cola, Anheuser-Busch, Events/Entertainment, Automotive
Radio One Inc
WDTJ/WDMK/WCHB
- Interviewed clients, identified options, offered recommendations and negotiated closings; Recognized for new business creation and revenue maximization
- Developed and executed custom radio advertising and promotional campaigns
- Key account categories: Beverage, QSR, Events/Entertainment, Automotive, Retail, Grocer
- Formats: Urban
WYCD
- Reactivated account list and increased billing over 50% in first three months
- Identified, solicited, sold, and coordinated new business with sponsorship of station events
- Key account categories: Beverage, Events/Entertainment, Automotive, Retail, Grocery
- Format: Country
- Focused on long-term local direct business; achieved 74% of annual budget by April
- Created co-op marketing plan for business association
- Recognized as “Best Advertising Campaign”
- Developed and executed two-market promotion for new beverage product launc
- Key account categories: Beverage, Events/Entertainment, Automotive, Retail, Grocery
- Format: Cable Networks (ESPN, MTV, TNT, USA, etc)
- Vice-President Advertising and Communications-Successful Career Systems, Inc
- Program Director /Marketing Director/Sales Promotion Coordinator/ Public Service Director/ Advertising Manager
EDUCATION
Michigan State University, BA, Advertising East Lansing, MI
GTE National Sales Training Dallas, Texas
Dale Carnegie-Public Speaking/Effective Human Relations Grand Rapids, MI
System 21 Strategic Solutions Selling Grand Rapids, MI
TCI Media Services Professional Selling Skills Grand Rapids, MI
DEX One National Sales and Field Training Denver, CO/Omaha, NE
“Smart Content” Directional Media (Internet and Print) Copy & Layout Maple Grove, MN
FREE E-Book Downloads:The Greatest Marketing Secrets
7 Psychological Secrets
14 Point Web Copy Analysis
