Morgan brands 2012

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Wes Morgan branding highlights offers an overview of marketing communications, branding and tactical experience in categories ranging from consumer products to professional services.

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Morgan brands 2012

  1. 1. Wesley A. Morgan(314) 402-1202 cellmorganwes@aol.comSummaryA marketing communications career built on a solid foundation of educationfollowed by New York full-service advertising agency experience and leadershiproles in west, southeast and mid-western regions of the country. Assignmentsinclude packaged goods, kids’ marketing, promotional planning andimplementation, new product development and launches. Chief Marketing Officerresponsibility as vice president of marketing and corporate communicationsdirector for A/E/C firms (three top contractors) and global communicationsdirector for metal welding and cutting hard goods manufacturer. Founder of firmdedicated to helping companies with planning, design and execution ofsustainable strategic marketing communications programs.Brand AssignmentsAccount management and/or brand responsibility for the following: • Heineken and Amstel Light Beer (imported by Van Munching & Company) • JVC (consumer electronics) • United States Marine Corps (enlisted recruitment and officer procurement) • Matchbox Toys • Pepsi-Cola • Burger King • Pizza Hut • Desitin Baby Skin Care (Pfizer) • Fasteeth, Fixodent and Fixodent Fresh denture adhesives (Richardson-Vicks) • SkyBox trading cards and collectibles • SeaPak and Farm Rich frozen foods (Rich-SeaPak) • Foodservice Marketing for Rich-SeaPak and Campbell Soup Company • GameTek (video and computer game software) • Mercedes-Benz (South Florida Dealer Group) • Black & Decker (Latin America Housewares Marketing) • Halfprin and OTC New Product Development (Kramer Laboratories) • Boatmen’s Bank • HBE • Adam’s Mark Hotels & Resorts • Clayco Design-Build • Victor, Tweco, Arcair, Thermal Dynamics, Stoody, Thermal Arc, Turbo Torch • Crossland Construction Company • Crossland Heavy Contractors Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
  2. 2. Van Munching & Company 1982HeinekenAmstel LightObjectiveMaintain leadership in imported beer segment and capture share/offsetincreased competition.StategyAlign with sports and active lifestyle with relatively low-cost media and events.Keep media negotiating posture flexible enough to optimize merchandising.Tactical ExamplesHeavy Print Media -Preprints -Table tents -Premium positions -Special sectionsTV and Events -Broadcast billboards -Creative media buying adjacent to events -Major metro spot buys -Tennis (i.e. U.S. Open)Transit Advertising -New York -Los Angeles -San FranciscoKey LearningCommunicate with the people that “make it happen.” Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  5. 5. JVC 1983Video CamerasVideo TapeVCR/Television SetsHigh FidelityCar AudioObjectiveBroaden the consumer appeal of JVC brand beyond aficionados.StrategyThematic “We Take You There” campaign.Tactical ExamplesHeavy Print Media -Buff publications -Lifestyle -Mass market -Trade publicationsTrade Shows -CESDealer KitsKey LearningConsensus vs. Decision Maker focus (Japanese management style). Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  7. 7. United States Marine Corps 1984Enlisted RecruitmentOfficer ProcurementObjectiveAttract qualified candidates to USMC enlisted and officer opportunities.StrategySpelled-out in annual mission statement.Tactical ExamplesPublic Service Program -Produce relevant local/regional TV spots -Distribute high-quality national spots -Solicit media supportDirect Response -Over 16 million pieces of mail annually (generate leads) -Systematic recruitingInnovations -High school newspaper (tear sheet proof-of-performance) -Recruiter follow-up -Cable TV -Training public affairs personnelKey LearningThe power of “A few good men” motivated with clear objectives. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  10. 10. Quick Service Restaurants 1985, 1990Burger KingPizza HutObjectivePromote value, quality and service. Build store traffic, increase average check,promote dayparts and target kids/families and heavy user groups.Tactical Examples$4 pizza dealKids Night at Pizza HutTie-in with Nickelodeon cable network programmingHoop-it-up (3 on 3 basketball)New products (pan lasagna, light pizza, etc.)Local store marketingKey LearningQSR category is dynamic and a fast moving business. Objectives are simple butdepend on operations for success. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  12. 12. Matchbox Toys 1986-1987Diecast miniature vehicles (core business)Rubik’s puzzles/gamesAction figures/playsetsObjectiveDifferentiation of parity product (vs. Mattel Hot Wheels) and selectivelyintroduce new products.Tactical ExamplesActionable recommendations for diecast miniatures included packaginginitiative. Line updates, multipacks and themes. (Agency position paper on corebusiness was distributed to worldwide offices.)Research analysis -Focus groups -NPD toy retail sales tracking survey -NPD toy market indexNew product review and developmentKey LearningToys and toy brands can have accelerated life cycle. It is important to movequickly. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  14. 14. Pepsi-Cola 1988-1990Eastern DivisionWestern DivisionObjectiveMake marketing the point-of-difference in the cola wars.Tactical ExamplesRegional events (balloon team, sponsorships, etc.)Couponing (best food day, free standing inserts)Account specific marketingConsumer promotions/media merchandising (mystery shopper, etc.)Channel development (video stores, etc.)Key LearningA great deal of what can make or break a brand’s sales objectives happens atstore/street level. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  19. 19. Richarson-Vicks 1991 (A subsidiary of Procter & Gamble)FixodentFasteethFixodent FreshObjectivesMaintain leadership in denture adhesive category.Tactical ExamplesDirect response program to convert competitive users.Sampling follow-up.Professional programs to persuade and educate dentists (especially high-volume denture makers). -Dental conventions -Direct mail -Data base (relationship marketing) -Journal advertising -Sample fulfillmentNew product launch.Key LearningImportance of healthcare professional recommendations to OTC productsuccess. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  21. 21. Pfizer 1991Desitin Baby Skin CareObjective60+ year old brand needs to reverse declining market share trend.Tactical ExamplesRevitalize TV and print with creative shift in positioning from cure to preventionof diaper rash.Highly targeted programs to new mothers.New product development (next generation baby skin care products: lessgreasy, more user friendly).Key LearningThe FDA rulemaking procedure. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  23. 23. SkyBox International 1991, 1992SkyBox and NBA Hoops basketball cardsImpact NFL football cardsMarvel Universe trading cardsGarfield trading cardsDisney trading cardsStar Trek trading cardsU.S.A. basketball cardsObjectiveCreate excitement in collectible market and maximize licensing relationships.Tactical ExamplesTV commercial featuring Magic Johnson and his son, Andre.Line extensions of Marvel series (X-Men, Marvel Masterpieces, etc.)Targeted correspondence with brokers, distributors and hobby stores.Integrated PR efforts, advertising and product development.Key LearningValue in licensed property is “borrowed interest” and must match desiredconsumer target audience to help a product or product line. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  25. 25. Campbell Soup Company 1992Foodservice MarketingObjectiveLeverage Campbell Soup reputation and brand image to position the foodservicedivision frozen soup line as a quality solution for restaurants and institutions.StrategyAdvertise in key trade publications the value of “Team Campbell” as a partnerin menu planning. Feature the innovative soups and convenient packaging.Tactical ExamplesWorked with Campbell Soup in-house photographer to shoot prepared soupswith the aid of professional food stylist.Advertising appeared in several key trade publications (Nation’s RestaurantNews, etc.) and was recognized as #1 in recall scores by an independentreadership study.Provided materials for foodservice sales organization to further promote theconcept of “Team Campbell” (hats, T-shirts, etc.)High-end direct response program targeting foodservice decision-makers.Key LearningSales organizations need prioritization and focus to achieve sales mission. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  27. 27. SeaPak 1993-1994SeaPak “oven crunchy” shrimpFarm Rich frozen foodsSeaPak frozen seafoodRich-SeaPak foodserviceObjectiveRoll-out “oven crunchy” shrimp and build brand equity for SeaPak.Produce sell-in and support of broker sales efforts.Support foodservice business with chain specific (QSR, etc.) concepts.Provide tools for foodservice and retail sales to optimize sell-in and consumersell-through.Tactical ExamplesBrand building TV and FSI efforts timed with sell-inBroker display incentive programsNew product developments/improvementsPackaging initiativesNational restaurant show eventsTrade roundtablePoint-of-SaleKey LearningBrand building marketing activity can be leveraged to sales success and takethe pressure off of price in both retail and consumer and foodservice business. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  30. 30. GameTek 1994GameTek Cinema (CD-ROM)Quarantine (CD-ROM, 3DO)Rand McNally (CD-ROM)Jeopardy (Sega, NES)Wheel of Fortune (Sega, NES)Brutal (SNES)Yogi’s Gold Rush (GameBoy)ObjectiveFeature product releases and generate anticipation and excitement to sparksales.Tactical ExamplesRetailer kits and point-of-sale material, press releases, product samples andinformation.Product demonstration/public relations “road trips.”Narrowly targeted publications (P.C. Gamer, GamePro, Game Players, NextGeneration, etc.)Key LearningRetailers will be cautious if they sense consumer confusion. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  35. 35. South Florida Mercedes-Benz Dealers 1995The third largest Mercedes-Benz dealer group in the nation.C-ClassE-ClassObjectiveOrganize agency efforts and resources to win and manage Mercedes-Benzdealer group advertising in South Florida. Work with individual dealers to obtainconsensus on regional efforts.Tactical ExamplesWon the account over larger NY agencies that had specific Mercedes-Benzexperience.TV advertising demonstrated accessibility and approachability.Promotional TV (No-commitment E-Class lease, C-Class year end clearance).Hispanic TV.Key LearningImportance of pre-selling ideas and proposals to individuals in dealer group. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  37. 37. Kramer Laboratories, Inc. 1996HalfprinSafeTussinCharcoal PlusFungi-NailHealthy NailDigestolUro FemmeSituationKramer Laboratories, Inc. leverages success with its brands to fund new nicheproduct launches.ObjectiveBuild brand equity through professional advertising and slowly begin advertisingto broader consumer audiences.Tactical ExamplesAdvertising in medical journals (NEJM, JAMA, etc.)Public relations media blitz with Continuing Medical Education Association(CMEA).Halfprin consumer small space ads in Prevention Magazine.Target pharmacists mailings and magazine advertising.Fungi-Nail small space newspaper campaign in 50+ local newspapers.Digestol and Healthy Nail launches.Digestol product and package development.Key LearningNiche markets are created by entrepreneurial spirit and quick reaction tomarket opportunities and latest research/studies. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  39. 39. Boatmen’s Bank 1996Bank AdvertisingObjectiveEstablish and maintain a likeable image for a bank to optimize environment forbank’s ambitious growth plans.StrategySet a tonality in product-focused advertising while building recognition forBoatmen’s brand personality in eight states.Tactical ExamplesFeature “Boatmen’s Guy” spokesman played by actor Thom Sharp in broadcastadvertising supported by more detailed product-oriented print advertising. Highvisibility media sponsorships and sports tie-ins. Campaign helped bank growfrom $5 billion to over $40 billion in assets. NationsBank announced acquisitionplans on August 30, 1996.Key LearningAdvertising and marketing communications are an important part of a smoothmerger/acquisition transition. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  42. 42. SBC Communications 1997-1998Southwestern BellPacific BellTactical ExamplesSelectively promote individual Southwestern Bell products and services withbroad-based media and up-sell to packages through direct response marketing.Reposition caller ID in Southwestern Bell territory as busy householdmanagement tool.Launch caller ID with name and number in Pacific Bell territory in 1998featuring “Sir Answerlot” TV campaign.Key LearningCompetitive landscape for telecommunications is still evolving and marketingcommunications will continue to play an important cumulative role in consumerbrand preferences. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
  43. 43. ADWEEKwhat’s new portfolio Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  45. 45. Clayco 2001-2004Design-Build Corporate CommunicationsObjectiveDifferentiate and leverage Clayco success in logistics, corporate structures,sports/institutional facilities, food and beverage and industrial/manufacturingdesign and construction.Tactical ExamplesPublic relationsDirect responsePrint advertisingTrade showsCollateralWeb siteIntranetProgram HighlightsPublic relations efforts generated more that $3 million worth of media exposurefor Clayco (including multiple cover stories and feature articles).Foundations Newsletter won national award for excellence.Improved flexibility and quick response to RFQ and RFP opportunities throughhigh quality/modular color output and binding systems. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  47. 47. HBE 1998-2000, 2005-2006Healthcare Facilities Design-Build DivisionFinancial Facilities Design-Build DivisionAdam’s Mark Hotel local marketingCorporate CommunicationsObjectiveIntegrate business-to-business marketing communications program positioningHBE as leading design-build firm and viable partner for healthcare andfinancial facilities single-source design and construction. Develop criticalcommunications for local promotion and chain public relations for hotel chain(24 properties).Tactical ExamplesPublic relationsDirect responseTrade advertisingTrade showsCollateralWeb siteHotel on-premise promotional materialsProgram HighlightsHBE testimonial campaign re-design for design-build resulted significantimprovement of readership scores.HBE Healthcare Building News won national award for excellence fromBusiness Marketing Association.HBE quarterly newsletter published and mailed to 550+ HBE employeesresulted in improved communication with employees.Hotel promotions and public relations efforts helped to offset negative pressabout Adam’s Mark.On-premise promotional efforts increases revenue for hotel-based businesses(restaurants, etc.) Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  51. 51. Thermadyne Industries, Inc. 2006-2009Victor®Tweco®Thermal Dynamics®Arcair®Thermal Arc®Stoody®TurboTorch®ObjectiveLeverage the strength of industry leading brands with an established distributornetwork while offering value and quality in competitive market for metal cuttingand welding hard goods including: gas equipment (torches and regulators),welding power sources, filler metals, MIG guns and plasma cutting systems.StrategiesIntegrated profile/testimonial print advertising and public relations campaigndesigned to celebrate skilled craftsmanship of metal working and fabrication toreinforce end-user preference of Thermadyne brands. Tactical elements includebrand building marketing communications execution of scheduled calendarpromotions, enhanced web/interactive communications, direct mail, trade showparticipation, showroom merchandising programs, new product launches,improved catalog and product literature.HighlightsStructure and organization of marketing activities is systematic, focusedand targeted with scheduled activities and processes. In spite of economicdownturn resulting in sales declines and re-sizing of company in 2009,Thermadyne marketing does more with less and maintains healthy margins.Key LearningFine tuning of routine integrated marketing communications in support ofbranding activity delivers a dramatic positive effect on profitability and improveseffectiveness and power of well-planned product line management. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
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  53. 53. Crossland Construction CompanyCrossland Heavy Contractors2010-2011ObjectiveLeverage top 100 contractor status to enhance brand and support businessdevelopment for offices in Kansas, Missouri, Arkansas, Oklahoma and Texas.Improve chances for negotiated work (design-build and construction management)while continuing to support culture of aggressive hard-bid business.StrategiesContinue company success by earning business from diverse market segments(schools, retail, sports complex, etc.) and support geographic growth. Target moreprofitable project delivery methods (D-B, CM).TacticsAdvertising and Public Relations program focusing on business journals and localmedia. Strategic planning task force to improve employee communications (crossfunctional group of 20 employees). Improved business development tools, tradeshow participation and community involvement.HighlightsLead communications task force which identified more than two dozen initiativesand produced immediate results as measured by employee and managementfeedback. (Programs included customer satisfaction surveys, employeenewsletter, site signage, lottery lunch, intranet and employee e-news). Upgradesto all request for qualifications and request for proposal materials (RFQ/RFP) andproduct segment collateral.Key LearningPlanning, designing and execution of comprehensive marketing communicationsis critical for sustainable business success. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
  54. 54. RECRUITMENT/INTERNSHIPS/TRAINING EMPLOYEES BENEFIT “In the last year alone, we’ve had interns from Pittsburg FROM A COMMITMENT TO State University, University of Oklahoma, Oklahoma State University, University of Kansas, John Brown University, LEARNING. A LONG LIST OF University of Central Missouri, Missouri State, Fort Hays State University, University of Northern Iowa, Indiana State University, Texas Tech and Texas A&M,” says TRAINING AND EDUCATION Amy O’Brien, recruitment specialist at Crossland. www.crosslandconstruction.com OPPORTUNITIES EXIST. Ivan Crossland Jr., the company CEO knows very well that individuals who excel as interns can become tomorrow’s leaders. “We recognize the value of those individuals who are willing to get involved in the business during their college breaks. Many of them have told us the work brings a certain clarity to their career path and we’re delighted to help them succeed whether it’s with us or another construction contractor after graduation. We are happy to be a part of their development.” Employees at Crossland also benefit from the company’s commitment to learning. A long list of training and education opportunities exist including: Ironworking and Carpentry apprenticeships, industry certifications in concrete, equipment/crane operation, OSHA certifications, storm-water pollution prevention, leadership in energy and environmental design (LEED), computer training and safety. 10 11Check Out Our New Website• Quality design with a friendly, inviting appearance.• Improved functionality and usefulness.• Intuitive navigation system that makes it easier to search.• Enhanced ability to locate specific projects by category.www.heavycontractors.com SWPPP & Best Management Practices GO SAFE JOB INFORMATION CAUTION DANGER SECURE FIRST AID ACCESS BE AWARE MSDS Station SITE MSDA and First Aid Kit Personal Protective OF HAZARDS Smoking in Designated Daily Cleanup ALL VISITORS MUST at Field Office Equipment as Required Areas Only at all times REPORT TO JOB TRAILER Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
  55. 55. University of Miami 1978 (BA), 1982 (MBA)Bachelor of Arts DegreeDouble Major Graphic Design and Creative WritingMasters of Business AdministrationMarketing ConcentrationEducational ObjectiveOriginal goal was to complete well-rounded liberal arts education to preparefor a career as a graphic designer or art director. Interests evolved to includeliterature and creative writing as an undergraduate. University GraduateAssistantship paid for Master’s program and allowed for further study ofbusiness, marketing, management and advertising.Educational HighlightsUndergraduate - Resident assistant for on campus housing - Contributing cartoonist to school newspaper - Associate Editor of school yearbook - Studied creative writing with Lester Goran (Novelist) - Studied figure drawing with Gene Massin (Painter, Sculpture) - Active graphic designer (client roster included the City of Miami) - Designed and produced T-shirtsGraduate - Passed intensive program in Management Studies - Worked as admissions counselor/representative - Independent study with Harold Berkman (Author of text: Advertising Concepts & Strategies)Key LearningFormal education reinforces my commitment to lifelong learning. Wesley A. Morgan CAREER BRANDING HIGHLIGHTS
  56. 56. Associations/AffiliationsUniversity of Miami Alumni AssociationNNJ chapter chairman 1982-1986New York Advertising ClubMember 1982-1989Los Angeles Advertising ClubMember 1989Triangle Advertising Federation (Raleigh, NC)Member and on board 1992-1996Advertising Federation of MiamiMember 1995-1996Adjunct Professor of Advertising and MarketingWilliam Paterson College in Wayne, NJ 1985-1988Business Marketing AssociationMember since 1991 and Certified Business Communicator (CBC)Public Relations Society of America (PRSA)Member since 1995International Foodservice Manufacturers Association (IFMA)Associate Member 1992-1994American Marketing AssociationSt. Louis ChapterMember since 1997President two termsAdvertising Club of Greater St. LouisMember since 1996 Wesley A. Morgan CAREER BRANDING HIGHLIGHTS

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