Charles Kohut has over 15 years of experience developing and executing marketing strategies and content. He focuses on collaborative relationships and creative solutions to serve customers, drive leads, and grow revenue. Some of his accomplishments include generating over $240,000 in incremental revenue through a targeted customer acquisition program and helping acquire 12% more partners for a client, allowing faster market activation.

1. Capabilities and accomplishments
708.363.5271
cmkohutjr@gmail.com

2. about
Charles M. Kohut
“Developing and executing creative customer centric marketing content and initiatives is what drives me. To me
marketing is the act of solving a problem for the customer – it’s about filling their needs. This starts with the content
that a prospect or current customer is presented with, consumes and continues on to the overall brand promise as
delivered by all relevant touchpoints.
Focusing on collaborative relationships and the creative thoughts behind serving the customer, driving leads, and
growing organizational revenues are my goals. Innovative idea generation and process re-development to positively
affect the customer experience while delivering against strategic intent is my focus.”
• Marketing strategy
• Content ideation, development and execution
• Collateral Strategy Development, Creation, Production and Fulfillment
• Presentation and Communication to Key Stakeholders
• Integrated Marketing Communications /Tactical Execution
• Creative Process Management/Accountability
• Media Analysis/Innovative Communication Vehicle Sourcing
• Agency Oversight and Management
• Segmentation
• Web Site Management
• Advertising /PR Integration
• Direct Marketing
• Operational Process Development and Improvement
• Proactive, Creative Problem Resolution
• Integrating Organization Goals with Customer Wants

3. recommendations & endorsements
Bill Rehanek – Sr. Vice President

4. experience snapshot
Golf - Recreation/sports industry
o Marketing strategy development
o 30 unique properties managed
$30MM in revenue managed -
1 million rounds of golf annually
o Operational process refinement
o Sales process management
o Customer acquisition
Cellular Communications
o Content development, execution and process management.
o Strategic customer acquisition and retention focus
o Product promotion and advertising (Print/DM/Broadcast)
o Branding and customer communications
o Retail marketing
o Process development, improvement, leadership and education
o Special event, sports marketing
Industrial Motor Services
o Marketing strategy development
o Management of graphic design
and all external communications.
o Sales support material/process
development
o Merchandising
o Trade show management
Plumbing / Water Heating and related services
o Marketing strategy development and execution
o Lead generation
o Communications content development – Video,
Print and Digital
o Brand oversight and advocacy
o Sales engagement and Internal training

5. content development
Video creation
• Customer focused
reassurance –
• Commercial customer
sales tool
• On-line instant quote
explainer video

6. success snapshot: incremental revenue
o Situation
o Declining late season purchases
o High levels of discounts
o High advertising cost
o Tasks
o Determine a new way to encourage core
customers to increase purchases and
share of wallet.
o Identify customers/develop relevant
approach.
o Action – 2 phase integrated program
o Mid Frequency customers and Lost
customers targeted via data mining
o 5 phase offer/single time offer
o Personalized eblasts
Combined 3 Month Results
19,573 customers approached
45% avg response rate =
$240,777
In incremental revenue

7. success snapshot: partnership acquisition
o Situation
o New markets were brought on line
through Home Depot affiliation
o Old methods of acquisition were not
working.
o Short time frame existed to develop new
locally based plumbing contractor
o Tasks
o Identify potential targets, develop
communications plan and materials
o Drive relationships to fulfill contract with
HD
o Action
o Outbound direct mail campaign
o 5 Series of emails sent to prospective
partners. Phone call follow-up, email
solicitation, executive lead webinars.
Results
+12% partner acquisition rate over
prior efforts allowing faster market
activation

8. revenue generation – unique products/strategies
pre-paid golf and range
$450M annual
combined revenue
o Innovative product offering customers
unlimited access for a monthly fee.
o Avg $29.99 per person per month
o > 15,000 customers annually
generating new Customers/category creation
$100M+
realized
revenue
o Data derived customer segment
identification – Women In Golf. A new
way to teach the game.
o Product category creation

9. brand & identity
Subtle logo revision combined with
communications campaign
• 55% increase in local business..
Creation of new brand identity and associated
communications initiatives
• 1st year results – 30% + increase in customers
and revenue
New Identity team member - Integration of new
brand throughout all associate and consumer
touch-points
brand development/expansion Identity Refresh Study
Brand Development
Before • After

10. brand & identity
retail environment collaboration
Branches were somewhat outdated. As
opportunity comes about the overall look
and feel of each location is being updated
and brought up to current branding
guidelines.

11. blog - web
Web site evolution
Blog and content production.

12. customer acquisition
print advertising
direct

13. customer / employee acquisition
social

14. customer acquisition Paid social results

15. brand & identity
Way finding, and location Signage
Directing customer and providing informative and brand supporting
signage was key to the rebranding of properties that needed to
re-invigorate their reputation.

16. integrated content development
Opportunity: Increase per customer wireless usage by
offering expanded communications alternatives.
Mobile to Mobile texting usage, at the time, was not a prolific as
it is currently. A need existed to inform, educate and encourage.
Strategy: Develop an integrated communications campaign
designed to increase awareness of Texting product, and
encourage current voice customers to increase their phone
usage.
Tactics: Customers were reached via
- Outdoor
- Bill Stuffers and in-store collateral
- Radio
- P.O.S. Materials and merchandising displays
outdoor
store POS
brochure
and
bill stuffer

17. Strategy: Segment specific consumer
types and encourage Texting. This effort
supported a broader Texting education
and product usage campaign.
“out of the box” solutions
Opportunities:
1) Encourage texting, and resultant increase in revenue due to
additional per-message charges.
2) Mobile phones were increasingly coming under scrutiny as
users often used their phones at inappropriate times.
Tactics: “Out of the Box” Print ad , out of home
and in-store merchandising campaign .
- Users 18 to 24 targeted with print campaign
placed in college and alternative newspapers.
- Goal: develop arresting images that gained
attention in a humorous manner.
- Message two-fold – use texting when you can’t
talk – and sometimes it’s not appropriate to talk.
The same solution , texting, satisfies both
revenue opportunities.
business objectives to
communications strategies

18. product launch/sales support (distributor/dealer/inside)
Opportunity: Augment existing product line with
complementary products that fill a niche Strategy: A partnership was developed – Marcom’s role was
to launch the product to internal sales resources and nationwide
network of 3000+ dealers and distributors.
Tactics: Product launch package composed of sell sheets,
technical specification data, and point of purchase materials
was developed and distributed.
Results: Sales team was able to promote and sell to new
customers and realized over $100M in sales in the first three
months.
Launch kit – Impactful box
with integrated sales and
end-customer materials

19. launch / situational pivot
Situation: Market and world conditions changed everything. Field level staff were tasked with new business acquisition in the
commercial property space.
Strategy: Emphasize commercial services. Appeal to property
owners and managers with complete water heater and energy
assessment package.
Tactics: Specific cities in organizations network were
targeted. Direct selling, customized email communications, and
video content were distributed to sources contacts.
Action: Sales team contacted key targets in Chicagoland,
Ohio, Colorado and Michigan focusing on key benefits for
solution.
Results: For the first time in several years new customers
were acquired in a span of 1 month. (3 multi-unit facilities –
1000 units +) Custom landing pages were developed to
integrate future messaging as well as ease of service.

20. strategic thinking – targeted promotional execution
Situation: Thousands of available tee times were going to
waste reducing potential initial and ancillary revenue.
Task: Determine how to maximize sales of these available slots
and build a revenue base increasing both customer counts and
resultant realized total revenue
Action: Innovated new program utilizing existing technology
platform in a new way
Results: “Hot Times” was integrated into the strategic plans of
20 plus properties around the country. Separate Opt-In
databases were built totaling > 20M interested customers within
3 months after launch. >3,000 initial rounds were recorded
resulting in approximately $75M in incremental revenue.
Situation/action: Traffic generating integrated campaign
• Direct Mail • Print Advertising • Out of Home Advertising

21. issue analysis – integrated solution development
Issue: Premier property was experiencing low purchase
decisions by local customers – only 18% of residents chose to
patronize the facility.
Strategy: Increase both awareness and incentives for local
prospects to choose the facility
Tactics: A multi-phase campaign was developed combining
promotional messages, consistent multi-vehicle communications
as well as unique new products.
0.00%
10.00%
20.00%
30.00%
40.00%
2009 2010
18%
40%
Percentage of Total Play
by residents
Results: An increase in total local resident facility utilization
by 22% in one season.

22. data analysis – issue identification
Issue: maximizing day part utilization is a key element of
revenue production
Strategy: analyze day by day, hour by hour customer counts –
develop segmented and broad based strategies to increase
traffic and revenue flow.
Results: over 200 reports analyzed annually
determining key revenue opportunity areas .
Strategies developed to drive sales and customer
retention/acquisition.

23. events/co-promotions/partnerships
co-branded partnerships
- +30MM FSIs delivered each program
- Integrated campaigns – FSIs, in-store merchandising, sales support, premium items

24. sales support strategies
sales channel – dealer support
• Annual operations training
• Training material creation
• Process development
• Presentation development
• Marketing plan and process
presentation/staff training
• Sales process development and
improvement
operational training & guidance

25. product support strategies continued
Opportunity: Aging Collateral was dated – and did not tell a
complete story. How can the look and feel be updated Strategy: With an eye on the budget a plan was developed to
update all relevant materials in order to provide sales support to
the outside sales team.
Tactics: Though discussions and evaluation of past materials
and a full needs assessment certain pieces were developed in
an ongoing update process. New items were also created to
assist in the sales process.
Results: The sales team now has updated materials that help
them tell the product and service story in a complete manner.
Sales kit – Impactful box that allows customers to
touch and see firsthand the results of the
companies unique repair process.
Original
Updated
Unified Look

26. • internal and external
presentation to stakeholders,
clients and potential new
business partners.
presentation

27. innovative solutions- content management
Situation: Collateral needs for U.S. Cellular’s >2500 combined
agent and corporate stores exponentially increased. A simplified
process was needed to both service the field, and assure proper,
quick error free fulfillment.
Task : Develop an easy to
use method that will allow
orders to be placed and
fulfilled quickly - eliminate
fax and other
cumbersome ordering
methods
Action: Utilize the web.
Build a web based
fulfillment method
creating a new way of
placing and tracking
orders for new and
custom made materials.
Results: Product was tested and
rolled out in mid 2002 – it is still
utilized today.

28. Example 2: Food processing equipment
mfg. needed to promote re-conditioned
machines. A national trade publication ad
campaign was executed. Managing the
photo shoot and realizing the campaigns
vision was a key deliverable.
b2b promotional efforts – sales support
Example 1: Exposure to groups and corporate events
planners
Execution:
- Mailer w/a custom printed golf ball, a card offering a
complementary golf experience and an a multi-layer follow
up plan including calls, email blasts and secondary direct mail.
- Results – This golf facility represented the largest yearly
outing business among the entire 130+ courses managed with
over 14,000 outing rounds annually.

29. overall results
$0.00
$2,000,000.00
$4,000,000.00
$6,000,000.00
$8,000,000.00
$10,000,000.00
$12,000,000.00
2002
2003
2004
2005
2006
2007
2008
2009
2010
Revenue Growth 03 – 10 - Chicago

30. overall results
Leads/web site traffic : Jan – July 2019 v Jan – July 2020
• +2219% traffic increase
• + 2100% new users