James (Jim) Hennessey Ppt Cv


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James (Jim) Hennessey Ppt Cv

  1. 1. James (Jim) Hennessey Marketing Communications Leader website: www.visualcv.com/jhennessey0911 linked in: www.linkedin.com/in/jimhennessey email: jimhennessey@comcast.net phone: 615.403.8945
  2. 2. Leadership Brand I am a marketing leader with a proven track record of success in marketing strategy and operations. Involved in aspects of marketing including: brand management; advertising; promotion; product development; and distribution. I am a creative thinker and problem solver known for utilizing both traditional and non-traditional strategies to achieve sales results. I enjoy working together with my team to achieve our objectives and, together, celebrate our success.
  3. 3. Areas of Expertise • Marketing Strategy & Operations • Brand Management, Product Development • Strategic Market Segmentation • Market Evaluation & Forecasting • Corporate Communications • “Experience” Marketing, Event Management • Business-to-Business Specialist • Consumer & Retail Promotions
  4. 4. Employment Background UnitedHealthcare, Inc., Brentwood, TN 2001 - 2008 Sr. Regional Director, Business Marketing Lead marketing and communications strategist for Fortune 100 company's commercial operations across a 12 state region. Designed, developed and executed marketing and brand strategies. Directed advertising, lead generation and relationship initiatives from business rules to creative development and execution. Responsible for product/service development, pricing, marketing budgets, events and public relations. Key Contributions: • Increased key accounts new business pipeline 23% for 4 consecutive years. • Implemented prospect segmentation program that contributed to double-digit growth vs. prior year. • Consumer branding pilot in Arizona created 32% increase, unaided brand awareness in six months. • New market brand/product launch in New Mexico produced 18,000 members in first year, a 21% gain vs. projection.
  5. 5. TELEVISION: RADIO: http://www.youtube.com/watch?v=E3e-q7XJk_M http://www.youtube.com/watch?v=2X1iX2oAyZ8 UnitedHealthcare Brand Campaign A strong brand position means the brand has a unique, credible, sustainable and valued place in the mind of the consumer. A focused brand strategy isn't simply an ad slogan or concept – it is the focus of the entire organization in achieving that valued place in the consumer’s mind. The campaign’s approach was to change the myth that the healthcare system was difficult to manage. The advertising elements that support the new brand used humor to illustrate the UnitedHealth “common sense” approach to doing business. The campaign used national print, targeted cable television advertising and national syndicated radio ads.. Mr. Hennessey was Project Manager for the brand campaign and was responsible for brand research, agency management (GSD&M), internal brand launch, media planning.
  6. 6. Employment Background Gaylord Entertainment Co., Nashville, TN 2000 - 2000 Marketing & Public Relations Manager Contract position managing brand advertising, promotions and public relations for Gaylord Entertainment's Ryman Auditorium, Grand Ole Opry and other entertainment venues. Responsible for increased consumer ticket sales and brand awareness of facilities and programs. Evaluated customer research, market conditions, competitor data and implemented marketing plan changes as needed. Manage and direct creative and communication processes and agencies for entertainment venues. Key Contributions: • Directed agency review and selection for $5 million in annual service/media. • Surpassed budgeted ticket sales for Ryman theatrical-series productions by 15%. • Marketing strategy for Ryman collector's guitars resulted in sales 43% above projection.
  7. 7. Ryman Guitar Product Development There are three key factors in product development. Factor one is the creation and ability to deliver a unique product . Factor two , a clear. well communicated strategy for the product within your business. And the third factor is sufficient resources to deliver, promote and distribute the new offering. The restoration of the Ryman provided the unique offering of guitars crafted from the venues oak pews. The product fit nicely with the Ryman’s historic rebranding. Marketing created collateral, print advertising and live TV promotions on the Grand Ole Opry to tout the guitars. The product launch and promotion resulted in sales that were 43% above sales projection. Mr. Hennessey was responsible for research, pricing, agency management, writing and editing.
  8. 8. Employment Background Nashville Predators NHL Hockey Team, Nashville, TN 1997 - 2000 Marketing & Promotions Manager Developed relationships with new and existing corporate partners and provides information to maximize promotional exposure and value. Created promotional strategy and programs for corporate partners including Pepsi, Budweiser, First American Bank and Southwest Airlines. Created and managed consumer retail promotions that increased sales of partner products and achieved team awareness objectives. Coordinated team-related radio and television advertising and media promotions. Conducted regular media reviews and evaluations with radio and television partners. Key Contributions: • Consumer retail promotion with Kroger and Coca Cola generated 100,000 unique registrations in 45 days. • Created over 2 million non-traditional brand impressions annually for Predators with corporate partners. • Game night promotional programs contributed to 22 sold out games during inaugural season.
  9. 9. Predators Fan Promotion Strategy A traditional promotion mix strategy evaluates product, market, and customer factors alongside the organizations existing marketing mix to create promotions that increase sales. The Predators' first year mix strategy focused on driving ticket sales and building fan loyalty. The promotions' program used non-traditional and out-of-home tactics to allow fans to interact with the team as part of their daily life. Milk gallons and orange juice containers incorporated ticket promotions. Predators Crunch ice cream was created with Purity Dairy and sold 30,000 units in the first 60 days. Tactics such as panels on soda cans, themed murals on Pepsi trucks, and retail promotions for trading cards, plush dolls and Pepsi Points increased the regular interaction between fans and the brand. As promotions manager, Mr. Hennessey was responsible for working with corporate partners to develop the promotional mix and strategy. He and his team were also responsible for implementation, reporting and evaluation of each program.
  10. 10. Employment Background Hard Rock Cafe International, Inc. Nashville, TN 1994 - 1997 Marketing Manager Planned major events, concerts and media programs for several Hard Rock Cafe units. Coordinated HRC Grand Opening events in Nashville, Myrtle Beach, Niagara Falls and Key West. Coordinated activities to advertise and promote Café’s and impact customer traffic and sales. Universal Studios Orlando, Orlando, FL 1991 - 1994 Promotions & Publicity Coordinator Coordination of promotional events for theme park and movie studio complex and Nickelodeon television production facility. Assisted in providing a positive organizational image to the general public, guests, shareholders and the community. Prepared press releases and articles. Walt Disney Parks and Resorts, LLC, Orlando, FL 1988 - 1991 Press & Publicity Handled media inquiries, prepared and distributed press releases and articles and assisted with media events.
  11. 11. Educational Background Clemson University, Clemson SC. 1985-1988 Bachelor of Science, Financial Management Minor in Communications
  12. 12. Community Involvement Nashville Sports Council Human Rights Campaign Board of Directors, Leadership Health Care (formerly Young Health Care Leaders) Board of Directors, Boys & Girls Club, Middle Tennessee
  13. 13. Professional Comments Sharon Rask (Superior) Vice President, Marketing. UnitedHealthcare quot;Jim Hennessey is a person who works to bring people together to determine the best marketing approaches. As a liaison between field and corporate, he has the job of balancing priorities and making recommendations that will bring the most value. He works well with people to get that tough job done and brings his expertise to bear on the situation.quot; January 21, 2008 Kathy Mason (Peer) Regional Director, Business Marketing, UnitedHealthcare quot;Jim is an extraordinarily creative thinker that can easily take concepts and turn them into reality for the betterment of his client. He is also constantly challenging himself to familiarize himself with current trends, resources and learning opportunities and shares that knowledge with his team.quot; May 22, 2008 Shayne McCartney (Subordinate) Manager, Marketing Communications, UnitedHealthcare quot;James is a very strategic and creative thinker. He is enthusiastic and provides a strong leadership ole to those around him. He takes initiative in doing marketing research and is always coming up with new ideas to increase presence and improve perception in the market place.quot; May 22, 2008 Marc Spiegel (Subordinate) Communications Manager. Nashville Predators quot;James is a resourceful manager, with careful attention to short and long term project goals. James has an ability to deliver under tight-deadlines, while maintaining a calm and collective demeanor.quot; February 14, 2008 Kim Detwiller (Professional) President, Team Strategies LLC “I have actually worked with James for many, many years. He is extremely reliable, very creative, and great at his job. I also have had the fortune of being a friend so I call him “Jim”. I highly recommend him for any position or project that he partners with. ” August 29, 2008 Reference statements from LinkedIn professional profile of James Hennessey available at http://www.linkedin.com/in/jimhennessey.
  14. 14. James (Jim) Hennessey Marketing Communications Leader Additional Project Samples
  15. 15. Print Media Direct Mail Ryman Musical Series Marketing Plan Marketing plans are essential for product/service programs that continue of extended time frames or programs that have related but multiple messages as part of the campaign. Marketing plans start with situation analysis which yields campaign objectives, strategies and objectives. The Ryman Musical Series campaign was for four different theatrical offerings, each with an average of 55 performances, spanning from April-December. An umbrella quot;lookquot; was created for the campaign to unite the four productions as a series and also reinforce the Ryman brand. Each production received print and radio advertising, direct mail, and other promotions including table tents at area restaurants. Mr. Hennessey was responsible developing the overall marketing plan and four sub- campaigns. He also was responsible for project and agency management and developed the media strategy.
  16. 16. Direct Mail Little Known Facts B-to-B Campaign There are six basic elements to be considered when implementing a business-to- business outreach. They are: reach, frequency, message resonance, persuasive impact, clutter, and waste. Campaign was designed to touch every employer with 100+ employees in 24 markets. Reach was achieved with four flights of direct mail over eight weeks. Frequency was achieved with business print advertising during six of the eight weeks and business radio spots throughout the eight week flight. Message resonance was achieved by “market specific” facts that tied to the product pitch. Mr. Hennessey was responsible for project and agency management for campaign and developed the media strategy.
  17. 17. Collateral Ryman Auditorium Brand Campaign A well-crafted brand strategy has three components: defined audience groups you wish to reach; a clear definition of the industry in which the brand exists; and a statement of the brands point of difference and key benefits. This brochure, which was part of the Ryman’s brand re-launch touches all three brand strategy components. The piece was targeted to concert promoters, music industry representatives and event managers to convey the venue’s unique place among performance venues and the Ryman’s important history and musical importance. Mr. Hennessey was responsible for concept, agency management, writing and editing.
  18. 18. Print Media UnitedHealthcare Brand Refinement Strong brands need to be maintained and refined over time to reflect significant change or growth of the enterprise. That does not necessarily mean changing the core brand proposition, it may simply be updating the delivery method , message or format. In 2008, after the acquisition of Oxford Health, John Deere Health, Sierra and PacifiCare, UnitedHealthcare refined its brand message and presentation. The refined message still acknowledged the challenges of the health care system but deployed a new tag line, quot;Healing health care. Together.quot; The advertising support was note worthy for its use of a bold color palate, not typical of health care companies, and also the direct and bold message content. Mr. Hennessey was part of the team working on the project and was responsible for message development and internal band launch.
  19. 19. Out of Home Media Print Media UnitedHealthcare Small Business Tool Kit Marketing programs for multiple markets may be challenging due to varying market conditions, product focus, and available marketing dollars. Each market may share campaign objectives, strategies and objectives, but the timing and resources are different. UnitedHealthcare has small business sales operations in more than 50 markets nationwide. To support those ongoing efforts a tool kit of print advertising, out of home programs, and business-to-business radio was created and was customized by market needs. Mr. Hennessey was responsible for concept, agency management, writing and editing and launch of the toll kit program.
  20. 20. James (Jim) Hennessey Marketing Communications Leader website: www.visualcv.com/jhennessey0911 linked in: www.linkedin.com/in/jimhennessey email: jimhennessey@comcast.net phone: 615.403.8945