Bill Blett
Marketing Communications
Marketing Communications
Advertising, Promotions, Media... Results!
Capability Summary
MARKETING COMMUNICATIONS
With over eighteen million dollars of gross revenues created, and over twenty 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
- SALES/BUSINESS DEVELOPMENT
- PROMOTION & PUBLIC RELATIONS
Key Product Categories:
Medical and Professional, Medical Device, Retail, Automotive, Beverage, QSR, Entertainment/Events, Education, Grocery, B2B, Media
PROFILE
20+ years of experience in marketing particularly in the areas of:
- Media Management: Account Executive, Program Director, Marketing Director, Promotion/Sales Coordinator
- Advertising/Sales: Radio, Cable TV, Broadcast TV, Internet
- Major Markets: Detroit, MI and Minneapolis, MN
- Public Relations/Promotions/Event and Entertainment Marketing
- Sports and Sponsorship Selling
- Business Development, Negotiation and Strategic Planning
- Media (TV / Radio / Internet):Composition, Writing, and Voice-Over
Additional experience with: contesting, direct response lead-generation, product trial/sampling, product introductions
ADVERTISING
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 as well as 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 including copy, layout, and design for newspaper, yellow pages, billboard and direct mail campaigns.
Wrote sales, collections, introductory, and follow up letters and other correspondence
Wrote and implemented elements for sales promotions and contesting
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
Designed all corporate communications pieces; wrote brochures, press releases as well as 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 including copy, layout, and design for newspaper, yellow pages, billboard and direct mail campaigns.
Wrote sales, collections, introductory, and follow up letters and other correspondence
Wrote and implemented elements for sales promotions and contesting
SALES/BUSINESS DEVELOPMENT
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
MARKETING and MEDIA MANAGEMENT
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.
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 implant device.
- 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
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Plan test, trial-participant recruitment advertising campaign using cable TV in Los Angeles
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Research, evaluate, make recommendations and implement media options (national cable infomercials, in-store signage/display, promotional item and point-of-purchase advertising)
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Creative and copy consulting and composition
- Category: Medical, Medical Device
FOX Entertainment Group-KMSP/WFTC
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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
Tribune Broadcasting-WXMI TV
- 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
- Key Account categories: Automotive (Regional Dealer Association, Multi-store dealer groups, individual stores)
- Retail, Event/Entertainment, Beverage
- Format: FOX affiliate
Clear Channel Radio- WJLB/WDFN
- 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
- 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
- Program Director /Marketing Director/Sales Promotion Coordinator/ Public Service Director/ Advertising Manager
EDUCATION
COMMUNITY INVOLVEMENT/FUND-RAISING
Advertising Federation of Grand Rapids Coca-Cola’s “Art of Harmony”Detroit competition Fund-Raising activities for: March of Dimes, St. Jude’s Children’s Hospital, Ronald McDonald House, Junior Achievement, The Greater Grand Rapids Committee, American Red Cross, Muscular Dystrophy Association and others.
“Bill Blett is the consummate professional. He is extremely focused and is very detail and result oriented. We could all learn a lot from Bill's vast knowledge of sales and marketing. Bill is a hard-worker and very creative - I highly recommend him”
Jeff Jennings , PM Drive - Program Director , Cumulus Broadcasting - Mix 104.9 WBXX Radio worked directly with Bill at Radio One
“Bill is a hard worker. He and I worked together as co-employees, committee members, professional association members and many other opportunities. He always wants to do his best and make a solid impression for the host organization. When we were at TCI, he made frequent use of my services as a researcher/trainer for the sales staff. He often came in to talk about some of my research pieces and how to use them to help him make a sale. Then as a committee member for the local professional advertising association, he worked hard to help implement a new idea for the club - committee structure and helped to secure funding for the higher level of professional programming we wanted to offer the members. He is not afraid to ask questions nor afraid to jump in and help where needed. He is a strong asset to any team.”
Richard Proffer , National Sales Manager , AT&T Media Services worked with Bill at TCI Cable
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