Case studies utilizing marketing|communications|business development|fundraising skills within the education, healthcare, nonprofit, and technology.

1. THOMAS A. NUNEZ
Marketing and Business Strategist
3617 Estacado Lane, Plano, TX 75025
Mobile: 248-860-4867
tom@thomasnunez.com
CAREER SUCCESSES IN BUSINESS & MARKETING MANAGEMENT
Addendum to Resume
BRAND MANAGEMENT — TURNAROUND & CHANGE
MSO Medical/ABMI/Detroit Medical Centers, Detroit, MI
Target Halt a 1-year history of declining revenue, market share, lead levels and sales conversion rates for 2 regional
bariatric surgery and weight loss management clinics.
Actions  Retained and served in the role of Interim VP of Marketing to partner with the Company’s 5 physician-
executives to ensure the success of a mission-critical organizational turnaround — marketing being the
key element; immediate and sustainable growth being the primary objectives. Upon conversion to
ABMI, continued as Marketing Director for ABMI and liaison with the DMC.
 Conducted in-depth investigation and analysis of existing programs, systems and processes.
 Conceived, developed and launched new marketing platform that addressed 2 major shortcomings —
disconnect between brand/marketing message and emotional state of patients, and insufficient
information to address lack of confidence in surgical outcomes.
 Scripted and oversaw production of TV, radio and web ads that relayed strong, consistent message,
introduced the Center of Excellence concept, showcased physician outreach (speaking engagements,
articles/publications and patient advocacy services), and featured patient testimonials/endorsements.
 Developed and rolled-out a proactive PR campaign providing comprehensive information on the
general health and the dangers of morbid obesity.
Results
START 2007 2008-2009 RESULTS
Revenue/Surgery $5,000 $5,000 $5,000 0%
Monthly
Marketing Spend
$75,000 $40,000 $25,000 -200%
Cost Per Lead $882 $339 $258 -242%
Lead Conversion
Rate
24% 30% 31% +23%
Marketing Cost
Per Surgery
$3,750 $1,142 $833 -350%
Net Revenue $780,000 $1,620,000 $1,500,000 +48%
Strengths I have the proven ability to understand and connect with target audiences — consumers, students, faculty,
employees, and other stakeholders — and translate what is meaningful to them, into focused, high-impact,
value-driven messages, and further; to truly influence their perceptions. I bring innate sensitivities and on-
the-mark insights, combined with a set of professional qualifications that only evolve through extensive,
diverse, hands-on experience.

2. THOMAS A. NUNEZ Page 2 of 3
PROCESS IMPROVEMENTS/DATA CAPTURE AND ANALYSIS
Parker University, Dallas, TX
Target Recently converted to University status from Parker College of Chiropractic. Systems and
processes antiquated with no data capture or management. New programs outside of Chiropractic
(ground and newly launched online) struggling to gain traction.
Actions  Within first three days, introduced and implemented new lead management system for data
capture and management with integration into SIS Jenzabar.
 Reorganized Marketing Department and implemented Project Management System enterprise-
wide for all marketing projects and needs.
 Introduced and began implementation of Customized Net Price Calculator to provide
prospective students greater specificity in the details of their financial aid package.
 Implemented new Chat solution for 365/24/7 coverage of potential inquiries that come in
overnight and weekends.
 Provided planning conversion rates for each step of the Admissions process to extrapolate
required lead flow and budget to reach Start goals.
 Provided new scripting for Admissions reps; new email and text communications for all
triggered activity in Admissions; provide support to Admissions staff and management on
features of lead management system.
 Introduced communications pathways for early alert of current students who are challenged to
increase retention
 Assessed, planned, executed and measured new lead generation campaigns for all programs
with new Agency partner, including introduction of targeted direct mail for prospective
student and remarketing purposes
Results  Increased targeted paid lead flow for new programs by 75%
 Increased non-paid lead flow by 33%
 Conversion rates of legacy programs increased by 22%
 New online programs experienced their first enrollments since their inception
 Increased efficiencies in Admissions, Marketing and Financial Aid through a partnership with
IT
 Increased awareness of metrics of current situation in real time
Strengths Bringing a holistic view of the entire Enrollment Management process that focuses on activities
that will provide quick ROI plus a business and marketing view of all operations is what allows
me to thrive in turnaround and start-up environments including organizations experiencing
elements of both environments. After assessing and planning, I act quickly to achieve the desired
results.

3. THOMAS A. NUNEZ Page 3 of 3
LEAD GENERATION — ONLINE MARKETING
NIIT USA, Atlanta, GA
Target Reverse poor lead generation and sales trends for a leading global technology corporation in the knowledge
solutions and software development space
Actions  Utilized episodic online seminars that engaged the prospect with information they could immediately
apply. Chat sessions were integrated and direct links to contact and inquiry forms.
 Implemented web-based PR campaign targeting leading tech writers and thought leaders.
Results  Generated over 1700 qualified leads over a two month period – an increase of 37% - and lead-to-sales
conversion increases of 20%+.
Strengths I have broad knowledge of online marketing strategies, technologies and techniques, and have demonstrated
my ability to integrate these with traditional marketing and sales activities in order to extend
comprehensiveness, effectiveness and ROI of corporate marketing and communications outcomes.
WEB MARKETING — STRATEGY, MESSAGE & OFFERINGS
Detroit Regional Chamber of Commerce, Detroit, MI
Target Revitalize and improve the effectiveness of one of the key strategic alliance/corporate communications
initiatives — ClickOnCareers.com — in collaboration with the Chamber’s Workforce Development
program.
Actions  Upgraded the website to create a complete career research “experience” with real-world career profiles,
a full roster of education and training programs, and a host of other internal and external resources.
 Refined/improved the look and feel of ClickOnCareers.com to be closer aligned with the Chamber's
Workforce Development mission and brand.
 Launched email and cable TV campaigns to introduce the new, improved website.
Results  Increased website traffic by 53% and boosted ClickOnCareers membership by 18%.