James (Jim) Hennessey
Portfolio of Selected Projects
linked in: www.linkedin.com/in/jimhennessey
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.
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
Mr. Hennessey was responsible for research, pricing, agency management, writing and editing.
Out of Home Media
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.
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.
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.
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.
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
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
Out of Home 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
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.