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Career Experience

Marketing Engine Group Experience,
Part I

Marketing Engine Group Experience,
Part II

Recent Examples of Marketing Engine Group Experience

 

 

  American Automobile Association

Working with AAA on development and testing of a next generation preferred supplier program. To-date, work has included research of club personnel, interactive sessions with AAA staff to revise the preferred supplier service requirements among vendor suppliers, towers/repair shops and AAA clubs. The end product was development of a test plan and subsequent activation plan including rebranding, an introductary communication plan, and development of a micro site to support the program. The test is occuring spring of 2013.

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     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, Cooper & Wehrenberg but was tailored to the specifics of the American Family business and competitive environment. Also developed 33, one thousand word articles as content for the innovative Business Acclerator program website aimed at helping their business clients create better marketing strategy and plans. In conjuntion with this work, led webinars on branding and CRM.

Led a marketing planning workshop for the cross functional leadership teams of the AGCO brands and now providing ongoing help with eight of the brand teams in developing their 2013 marketing plans.

Didion Milling

Helping the miller of corn for food, feed and ethanol end proudcts to develop a brand platform, naming archetecture, marketing plans and promotional activities for it's Havest Gold family of food products.

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. Ongoing work involving marketing research and marketing planning. Just starting a project exporing the best way to launch a new credit card.

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. Research has included broker, new versus existing member, positioning and message strategy.
 

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