A portfolio of my work as a marketing communications leader.

2. This document provides a broad overview of my career as a marketing
communications leader. Many talented people have contributed to the
publications, products, software, training, and videos represented in this
portfolio. I salute their talent and will attempt to clearly articulate my role
in the development of objects represented in this presentation.

3. Perhaps my greatest strength lies in my ability to develop and implement
highly effective communications structures that ensure all messages are
conveyed to all audiences in a highly efficient, fully compliant, and consistent
manner. This ability to architect a complex communications infrastructure is a
product of my strong communications skills and unparalleled technical
capabilities.

4. I mapped out the evolution of
Health Nets’ communication
infrastructure – from print to PDF
to an advanced electronic database
– in the late 1990s. Over the next
decade, I led the development of
content management software at
Health Net, resulting in millions of
dollars of savings through a role-
based communications system that
is still without peer in the managed
care industry.
I architected DocManager, which
was developed by NPC
programmers & designers.

5. I have built and led marketing and
communications departments for
numerous organizations. At Health
Net, I modernized and expanded a
California-only unit into a 25-
person national multimedia team.
At Horizon West, I developed a
comprehensive 18-person
communications division from
scratch.
Members of the Health Net
National Provider Communications
& Marketing Department at a
Habitat for Humanity Project.

6. I have developed and honed a
robust communications theory that
drives all of my actions as a
corporate communicator. The most
efficient organization is the one
that communicates most
efficiently. I am skilled at analyzing
the efficiency of systems and
organizations, and then crafting an
organizational structure that drives
profitability and growth.
HN Results is an efficiency
application based on my
communications theory.

7. I am an uncommonly gifted writer and editor who can establish a tone of
discourse for an organization that is aspirational yet honest, consistent with
corporate goals and values, and perfectly tailored to the intended audience. I
am adept at constructing content development and editorial oversight
systems that ensure a consistency of style that is the hallmark of an
exceptional brand.

8. This letter was part of a business
development campaign for Horizon
West Healthcare. The purpose of
the letter was to project the image
of a vibrant, technically advanced
and highly organized company to
the president and owner of a firm
we were working to acquire.
This letter was written and edited
by me and signed by Horizon West
President and CEO Ken McGuire.

9. This Report to the State Board of
Education laid out the legal
precedent and financial and
educational costs of the efforts of
one community to break away
from the Grant Joint Union High
School District. The cover letter
was signed by superintendent
Hazel Mahone.
The entire report, including the
superintendent’s letter, was
conceived, written, edited and
designed by me. I also presented it
the California State Board of
Education.

10. This document established the
editorial and visual design
standards used by the Health Net
National Provider Communications
and Marketing Department in the
development of all mass
communication and training
materials.
Originally conceived, written and
laid out by me, and designed and
updated (including the addition of
visual standards) by editorial and
creative members of the NPC
department.

11. I have served as the spokesperson and individual responsible for developing
long-term media relationships for a broad range of organizations, from the US
Marine Corps to major healthcare entities. I am especially adept at
preparation for and implementation of crisis communications programs that
allow organizations to put negative situations into context and maintain staff
and leadership morale during difficult times.

12. When first approached by
Salon.com, this article was a one-
sided David and Goliath story
about how a large HMO was
crushing an unfortunate non-profit
that provided free medical services
in Africa. By establishing a
relationship with the reporter
based on trust, access and
openness, I was able to defuse the
basic premise of the piece and
ensure a more balanced story.
I gave this interview while serving
as spokesperson for Health Net of
California.

13. This story was picked up by media
outlets around the world, but was
kept off the airways in our primary
Northern California market by
utilizing established media contacts
to keep it a low-key story. My
response to this negative story was
to share the company’s disgust
with the employees’ actions, and
to highlight our legal cooperation.
I gave this interview while serving
as spokesperson for Horizon West
Healthcare.

14. This story detailing a record
judgment against Horizon West
Healthcare for the death of a
patient was one of dozens for
which I was interviewed following
the verdict. In my response, I
attempted to reiterate our belief
that the judgment was improper
and extra-legal, and to highlight the
good people who comprised the
company.
I gave this interview while serving
as spokesperson for Horizon West
Healthcare.

15. An effective public relations program is a critical component in managing an
organization’s brand. I have built highly efficient public relations campaigns
that have resulted in millions of dollars of free publicity, shifted the
perception of core constituencies, and served as a basis for community
outreach efforts.

16. One of my first steps in
rehabilitating the image of Horizon
West was to hire an established
editor to produce ready-to-print
articles written in AP style for
distribution to print media. In the
first nine months of this program,
more than 75 articles highlighting
positive aspects of the organization
and its communities were
published in local and regional
newspapers.
Article published verbatim from
Horizon West release written by
my PR manager.

17. Successful community relations is a
“boots on the ground” affair,
requiring an intimate familiarity
with the needs and tastes of each
community and a lot of hard work.
The HW Classic was a professional
tennis tournament designed to
build community relations in
support of our Davis, California
facility.
I led the development of this event,
which was implemented through a
collaboration of my creative and
sales teams and the UC Davis
tennis teams.

18. As Public Affairs NCO for the
Marine Corps responsible for
community relations in Northern
California, I led campaigns to drive
the development of positive
articles with print and electronic
media. I was recognized by the
Marine Corps for garnering more
than $1 million in free publicity
annually, including this cover story
highlighting a USMC youth
program.
I planned, coordinated and
executed this visit.

19. A brand is the sum of all messages conveyed to all audiences. The best brands
are developed to reflect an organizations’ core values and implemented
through a combination of mass and interpersonal communications. I have led
the creation and served as a steward of effective brands that are visually
compelling, appropriate to the mission of the company, and implemented in
the most efficient manner possible.

20. Upon my arrival, Horizon West
Healthcare was a 50-year-old, $250
million company without a brand. I
hired a brand manager and
collaborated on the development of
a corporate look, feel and tone that
reflected the core values of the
founder. This brand was nurtured
through a stringent editorial process
and systematic messaging to
internal and external audiences.
The Philosophy of Care card was
developed by my creative services
team.

21. One of my greatest challenges at
Health Net was coordination of the
National Provider Communication
Department’s tone, look and feel
with the 13 other marketing
communications entities in the
organization. I led the development
of brand coordination meetings
that ensured a consistency of style.
The Provider Toolkit was a series of
physician sales support documents
that were visually coordinated to
match our inconsistent consumer
style in all markets.

22. Few brands are more recognizable
world-wide than the Marine Corps.
As public affairs NCO, I created
materials and campaigns designed
to further an already established
brand. Due to limited resources,
this brand strategy was primarily
implemented through media
management and an aggressive
public service campaign.
I designed and produced the
Command Visit ‘87 flyer to attract
media and community leaders to a
tour of boot camp.

23. Throughout my career, I have developed and implemented effective
marketing plans that incorporated my diverse communication skills, my ability
to rapidly synthesize an organizations’ culture, and my ability to build or
reinvent sales and marketing teams who are highly motivated and equipped
to succeed in the task at hand.

24. From comprehensive, statistically-
valid surveys spanning thousands
of customers nationally, to targeted
industry-specific research and
analysis conducted using online
data engines, I have a broad
background in gathering the
information necessary to allow a
company to make decisions based
on facts. At Health Net, I conducted
extensive focus groups to ensure
flawless implementation of
programs, while at Horizon West, I
utilized online data engines to
target highly profitable patients
more efficiently.

25. I possess a highly refined ability to
rapidly analyze complex and diverse
markets and to develop concise,
comprehensive, and targeted
marketing strategies.
With the Marine Corps, I completely
reinvented the approach to public
affairs and marketing for the USMC
on the regional level. At Horizon
West, I implemented a
comprehensive corporate marketing
communications strategy that was
tailored to each community we
served.

26. I have built, trained, equipped and
led highly efficient and successful
sales teams of both products and
services. At Omni Motion, I
developed five Northern California
territories and hired and trained
clinicians who helped grow the
company 10-fold during my tenure.
At Horizon West I centralized and
trained customer-relations staff,
growing them into an effective
medical sales team targeting
surgeons and health care
administrators.

27. Over the course of my career, I have led the development of thousands of
publications, ranging from clinical books and operations manuals, to
interactive online training programs, to newsletters, executive
communications, and speeches. I have hired and trained dozens of writers
and editors, who have collaboratively produced an extraordinary array of
timely and relevant content for a wide variety of audiences.

28. Upon arriving at Health Net, I began
conversion of provider materials
from print to electronic format and
expanded the scope, frequency, and
usability of the library. Over the
years, this product evolved into a
comprehensive database featuring
real-time updates customized to the
end user.
I conceived this product, hired and
trained the editorial and technical
staff necessary for its development,
and oversaw all aspects of
production.

29. The Guide to Evidence-Based
Medicine was developed to move
Health Net away from cost-based
determination of coverage to a
payment model based on what
research showed to be true.
Working with a chief medical
officer, I created the HN Committee
for Evidence-Based Medicine and
hired and trained a clinical writing
team within the NPC.
I produced this document and
oversaw all aspects of
development.

30. The Resident Handbook was
created to provide patients with an
overview of company policies and
procedures, patient rights and
responsibilities, and what to expect
during a stay at Horizon West
facilities. It was accompanied by a
new electronic admissions package.
The combination of these products
improved customer service while
reducing costs.
I conceived and edited this
product, which was produced and
written by members of my creative
and marketing teams.

31. I have led the development of numerous Web and Social Media campaigns,
including development of the Health Net Provider Intranet portal, creation of
a highly successful ecommerce site, and development of Facebook and
Twitter communities for Horizon West Healthcare. I am skilled in developing
beautiful portals that also serve as models of communication efficiency.

32. This portal was designed to serve as
the source of all information about
Horizon West Healthcare and our
communities, and included links to
our Facebook and Twitter
communities, affiliated companies,
and our 24 hour customer service
center (which I also created and
ran). The project was in the final
stages of development when the
company was purchased.
I set the objectives for the site,
which was designed by my creative
services team.

33. We created the twitter account in
order to provide real-time updates
on news and events occurring in
our communities. The site
featured daily postings, which were
written and posted by my public
relations department and facility
community relations
representatives.
This site was designed, developed,
promoted & maintained by my
creative services and public
relations teams under my direction.

34. The Horizon West Facebook page
was a robust community that tied
together the activities of my
creative services, sales, public
relations, and corporate goodwill
teams with our facility community
relations staff as part of a
comprehensive social media
program.
This page was designed,
developed, promoted &
maintained by my creative services
and public relations teams under
my direction.

35. I created Health Net’s only full function professional video and editing studio
and first instructional design unit to fill a void in the company’s media
development capabilities. Under my direction, the unit produced an
extraordinary array of video products for audiences that included members,
providers and associates.

36. A few of the comments of bosses for whom I have worked over the years...
“Dan Niccum is the most creative and innovative person I have ever had the
pleasure to work with. In less than a year ... he built a highly efficient and
effective corporate communications structure that was centered on the
establishment of a new corporate brand based on core values of compassion,
support, integrity, and expertise.”
Ken McGuire
President & CEO – Horizon West Healthcare, Inc.
“Dan Niccum is one of the most energetic and dynamic individuals that I have
ever had the opportunity of working with.”
Ted Berman
President – Omni Motion, Inc.

37. A few of the comments of employees who worked for me over the years...
“Dan’s inspirational leadership and uncommon genius encourages personal
and corporate success wherever he goes.”
Sheila Pember
Manager – Health Net
“Dan has an extraordinary ability to determine his staffs' greatest strengths,
matches those strengths to corporate needs, and gives staff tremendous
opportunities to develop and succeed.”
Jennifer Grant
Instructional Designer – Health Net

38. A few of the comments of colleagues with whom I have worked over the years...
“Dan is one of the most creative big-picture thinkers it has been my pleasure
to work with. He easily crosses functional boundaries, unifying technical,
clinical, and creative professionals into effective teams that build sophisticated
programs that work for customers. He demands as much of himself as he
demands of his associates, and they respect and value him for it.”
Ceil Tilney
Director, Instructional Design & Training – MHN
“Dan was a great team player - organized, creative, timely, strategic, ethical
and just a very enjoyable professional to work with.”
Tom Smith, CMP
Director, Meetings & Events – Health Net

39. 3649 Voleyn Street
Carmichael, CA 95608
(916)425-1171
dan.niccum@comcast.net
www.linkedin.com/in/danniccum