Dan Carazos Electrical Industry Marketing Experience


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Electrical Industry & Energy Efficiency Marketing

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Dan Carazos Electrical Industry Marketing Experience

  1. 1. Carazo Communications Electrical Industry Marketing Solutions Electrical Industry Marketing Solutions DAN CARAZO’S PROFESSIONAL MARKETING EXPERIENCE Over the past decade, Dan Carazo has focused on the electrical industry as a corporate marketer for a leading electrical manufacturer, as a marketing consultant, and as a journalist. Dan’s experience with the electrical industry began in 2000, when he directed the marketing for Cooper Wiring Devices, a division of Cooper Industries, a $6 billion global leader in electrical, lighting, and controls. In 2004, Dan formed Carazo Communications to provide marketing, promotional and editorial services to clients in the electrical, lighting, lighting control, and energy efficiency industries. Dan and his team have served manufacturers of electrical products, as well as electrical industry organizations, including the National Association of Electrical Distributors (NAED). As a contributing writer for The Electrical Distributor Magazine, The Electrical Contractor, and EC&M, Dan has authored over two hundred articles covering electrical market segments and product trends, including those shaping energy efficient lighting, power distribution, building and home automation, lighting control, voice/data/video, sustainable buildings, LEED, and Green Building. Dan’s “Green Electrical Sells” blog on www.TEDGreenRoom.com reports on energy-efficient solutions for the Green Building market. Dan’s book, “Green Electrical $ells” will soon be published. Dan has been responsible for award-winning business-to-business marketing and advertising programs while directing corporate marketing for two global manufacturers – Cooper Wiring Devices and Swiss manufacturer Sulzer Metco -- and directing advertising campaigns for technical business-to-business agencies Saatchi & Saatchi, KPR, and William Douglas McAdams for clients including Siemens, Glaxo, Schering-Plough, Sperry, Upjohn, Lederle Labs, and Hercules. LAUNCHING A NEW ELECTRICAL PRODUCTS BRAND FOR COOPER INDUSTRIES Dan joined a new division of Cooper Industries, a $6B Fortune 400 leader in the electrical industry, shortly after M&A to develop a re-branding program and establish the brand within the U.S. distributor channel for Cooper Wiring Devices (CWD). In four years, CWD grew to be a $350 million division thanks in part to Dan’s aggressive Integrated marketing program which helped increase 2004 sales by 20%, generated over 7500 qualified sales leads, and measured 85% positive reader recall. 1
  2. 2. Carazo Communications Electrical Industry Marketing Solutions Electrical Industry Marketing Solutions The branding and marketing communications program for Cooper Wiring Devices won TED Magazine’s coveted “Best of the Best” Award two years back to back as one of the top outstanding electrical industry branding and communications campaigns of each year. INTRODUCED WHAT BECAME A $10 MILLION DEVICES BRAND Creating demand was critical when Cooper Wiring Devices introduced Aspire™ designer lighting controls. Dan’s integrated launch to major residential builders generated lots of buzz, over 3500 qualified leads, and national wholesale distribution. That success led home improvement retail giant Lowe’s to install the new Aspire product line into over 1000 big box stores. 2
  3. 3. Carazo Communications Electrical Industry Marketing Solutions Electrical Industry Marketing Solutions PROMOTING GREEN ENERGY-EFFICIENT ELECTRICAL SOLUTIONS TO THE INDUSTRY Recently Dan created a set of “Green Electrical Upgrades” brochures for the National Association of Electrical Distributors (NAED) designed to promote the extensive number of energy-efficient electrical power distribution, lighting, and controls capable of meeting Green Building goals. 3
  4. 4. Carazo Communications Electrical Industry Marketing Solutions Electrical Industry Marketing Solutions CREATED CORPORATE CAPABILITIES AND EXHIBITION DISPLAY FOR NEWCOMER TO U.S. MARKET When Enerlites, a manufacturer of lighting controls and wiring devices based in China, introduced the brand to North America we helped the company develop a solid marketing position, capabilities brochure, and trade show presence by introducing the company as the value leader in lighting controls. Dan Carazo 6 Greenvale Lane Syosset, New York 11791 USA 516-921-7199 dcaraz@optonline.net 4 www.TheElectricalMarketingGroup.com