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Career Experience

Marketing Engine Group Support & Experience,
Part I

Marketing Engine Group Support & Experience,
Part II

Recent Examples of Marketing Engine Group Experience

American Family Insurance:

Developed and led a 2-day workshop on marketing planning for the national provider of insurance products for consumer, business and farm targets. The workshop was created to help American Family Brand At Retail consultants create one process and language assisting American Family regional, district and local agents create yearly marketing plans. The workshop was based on the best selling marketing planning book, How To Write A Successful Marketing Plan by Hiebing and Cooper but was tailored to the specifics of the American Family business and competitive environment.

ELI, INC:

Working with Plantes Company , we developed a strategic plan iusing survey research and qualitiative one-on-ones as the basis for an expanded vision of who the company could target with corresponding changes in the product, organizaitonal structure, and marketing emplhasis.
FireStone

Firestone Complete Auto Care:

Working with affiliate partner McMillan Doolittle and Firestone advertising agency Laughlin Constable,we analyzed the Firestone Complete Auto Care business model and made recommendations on how to increase traffic and profits for the chain’s 1,500 locations. The work included internal interviews, analysis of existing primary data and review of secondary sources to help modify the target market, brand positioning, and make recommendations around competitive set, product mix, in-store selling, pricing, and message strategy.
Honda

Honda Federal Credit Union

Honda Federal Credit Union, headquartered in Los Angeles with branches in North Carolina, South Carolina, Alabama, Indiana and Ohio, wanted to explore how to more effectively reach their secondary target market of Non-Honda Associates or relatives of Honda employees. Working with The ProCon Group, the assignment involved quantifying the potential of this market and determining the most effective delivery channels, product mix and message strategy.

Networked Insights:

Ongoing strategy, branding and marketing planning work for the social networking insight firm.

Physicians Plus Insurance Corporation:

Onging strategy and marketing planning for the regional health care insurance provider. Specifics include sizing and prioritizing target markets, internal review of marketing department scope of work with an emphasis on better alingment of the sales and marketing functions and development of fiscal year marketing plan.
ProTool Manufacturing

ProTool Manufacturing:

Marketing Engine Group works with this manufacturer of sharpening tools (Drill Doctor www.drilldoctor.com  and Work Sharp  www.worksharptools.com ) for do-it-yourselfers, wood workers, professionals and sportsmen helping them with consumer insights, new product marketing plans and strategic development of a brand portfolio of products to dominate the niche of sharpening.

The work has included one-on-one interviews with video presentations to help determine the attitudes towards, demand for and use patterns for the company’s products. This research helped sharpen the target market focus and provided the insights that formed the foundation for the 2009 Work Sharp marketing plan. The plan includes a brand vision, distribution strategies, product and pricing strategies and messaging focus applying to individual components of packaging, in-store and mass communications.