1. TOM KELLEY
tomkelley@conceptbrandinggroup.com
As Managing Partner of Concept Branding Group (since 1993), Tom Kelley has advised,
counseled and provided valuable insight to management of corporate, trade association, and non-
profit clients in all areas of strategic marketing, branding, and external affairs outreach (ranging
from Fortune500 companies like RJR abisco Holdings; Target Corporation; to high-tech
giant Sybase; to global trade associations like the International Hotel and Restaurant
Association in Paris, France; to national organizations like the ational Federation of
Independent Business; to statewide trade associations like the Maine Restaurant Association;
to innovative regional business organizations like the Bay Area Council in San Francisco; the
Greater Portsmouth ( H) Chamber of Commerce and Main Street Palm Springs Merchant
Association).
Kelley has a unique talent for bringing stakeholders together, forming new alliances that are win-
win situations for all. Knowing how to develop and deliver clear and consistent marketing
messages has won Kelley praise from business leaders from coast to coast. His rolodex is a
virtual “who’s who” of business and civic leaders nationwide.
For almost five years, Kelley headed the political affairs department at the ational Restaurant
Association in Washington, D.C. He officially represented the Association at legislative,
political, and supplier events in Washington and across the country and was a registered
Congressional lobbyist. He was instrumental in guiding the volunteer leaders of the Association’s
political action and education committees to set record levels of brand awareness and fundraising
achievement during his tenure. He served as staff advisor to two Board-level committees of the
Board, responsible for administrative bylaws and internal budgets and forecasts. He assembled a
leadership committee and created a totally new branded program to raise substantial new revenue
and increase Association name ID across the country.
Also in Washington, Kelley served as Special Assistant to U. S. Congressman Bill Boner (TN),
concentrating on U. S. travel & tourism promotion and media and press relations; and as Senior
Staff Director at the American Insurance Association, where he headed an effort to increase the
property-casualty group’s political image and strength.
Kelley also served as Chief Company Spokesman and head of public relations at Target
Corporation's 260-store Mervyn’s division; as Vice President of Marketing then Executive Vice
President of Los Angeles-based American Restaurant Services, Inc., a 15-unit restaurant,
franchise, real estate, and insurance trust holding company in Los Angeles.
Kelley received his B.A. degree from Muhlenberg College, Allentown, Pennsylvania in Political
Science and Economics. He is a graduate of the orthfield Mount Hermon School, Northfield,
Massachusetts (1979) and has served as Vice Chairman of the school’s Annual Fund. He has been
an active member of the American Society of Association Executives and was a featured
speaker on various Society panels. Kelley’s accomplishments have been featured in PACs and
Lobbies magazine and in the ational Journal. He frequently writes on issues involving the
tourism and hospitality industry in ation’s Restaurant ews and has been quoted in the San
Francisco Business Journal and BusinessWeek.
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