morgan brands 2012

Wesley A. Morgan(314) 402-1202 [email protected]

SummaryA marketing communications career built on a solid foundation of education followed by New York full-service advertising agency experience and leadership roles in west, southeast and mid-western regions of the country. Assignments include packaged goods, kids’ marketing, promotional planning and implementation, new product development and launches. Chief Marketing Officer responsibility as vice president of marketing and corporate communications director for A/E/C firms (three top contractors) and global communications director for metal welding and cutting hard goods manufacturer. Founder of firm dedicated to helping companies with planning, design and execution of sustainable strategic marketing communications programs.

Brand Assignments Account management and/or brand responsibility for the following:

• Heineken and Amstel Light Beer (imported by Van Munching & Company) • JVC (consumer electronics) • United States Marine Corps (enlisted recruitment and officer procurement) • Matchbox Toys • Pepsi-Cola • Burger King • Pizza Hut • Desitin Baby Skin Care (Pfizer) • Fasteeth, Fixodent and Fixodent Fresh denture adhesives (Richardson-Vicks) • SkyBox trading cards and collectibles• SeaPak and Farm Rich frozen foods (Rich-SeaPak) • Foodservice Marketing for Rich-SeaPak and Campbell Soup Company • GameTek (video and computer game software) • Mercedes-Benz (South Florida Dealer Group)• Black & Decker (Latin America Housewares Marketing) • Halfprin and OTC New Product Development (Kramer Laboratories) • Boatmen’s Bank • HBE• Adam’s Mark Hotels & Resorts • Clayco Design-Build• Victor, Tweco, Arcair, Thermal Dynamics, Stoody, Thermal Arc, Turbo Torch• Crossland Construction Company• Crossland Heavy Contractors

Wesley A. Morgan CAREER BRANDING HIGHLIGHTS

Van Munching & Company 1982HeinekenAmstel Light

ObjectiveMaintain leadership in imported beer segment and capture share/offset increased competition.

StategyAlign with sports and active lifestyle with relatively low-cost media and events. Keep media negotiating posture flexible enough to optimize merchandising.

Tactical ExamplesHeavy Print Media -Preprints -Table tents -Premium positions -Special sectionsTV and Events -Broadcast billboards -Creative media buying adjacent to events -Major metro spot buys -Tennis (i.e. U.S. Open)Transit Advertising -New York -Los Angeles -San Francisco

Key LearningCommunicate with the people that “make it happen.”


JVC 1983Video CamerasVideo TapeVCR/Television SetsHigh FidelityCar Audio

ObjectiveBroaden the consumer appeal of JVC brand beyond aficionados.

StrategyThematic “We Take You There” campaign.

Tactical ExamplesHeavy Print Media -Buff publications -Lifestyle -Mass market -Trade publicationsTrade Shows -CESDealer Kits

Key LearningConsensus vs. Decision Maker focus (Japanese management style).


United States Marine Corps 1984Enlisted RecruitmentOfficer Procurement

ObjectiveAttract qualified candidates to USMC enlisted and officer opportunities.

StrategySpelled-out in annual mission statement.

Tactical ExamplesPublic Service Program -Produce relevant local/regional TV spots -Distribute high-quality national spots -Solicit media supportDirect Response -Over 16 million pieces of mail annually (generate leads) -Systematic recruitingInnovations -High school newspaper (tear sheet proof-of-performance) -Recruiter follow-up -Cable TV -Training public affairs personnel

Key LearningThe power of “A few good men” motivated with clear objectives.


Quick Service Restaurants 1985, 1990Burger KingPizza Hut

ObjectivePromote value, quality and service. Build store traffic, increase average check, promote dayparts and target kids/families and heavy user groups.

Tactical Examples$4 pizza dealKids Night at Pizza HutTie-in with Nickelodeon cable network programmingHoop-it-up (3 on 3 basketball)New products (pan lasagna, light pizza, etc.)Local store marketing

Key LearningQSR category is dynamic and a fast moving business. Objectives are simple but depend on operations for success.


Matchbox Toys 1986-1987Diecast miniature vehicles (core business)Rubik’s puzzles/gamesAction figures/playsets

ObjectiveDifferentiation of parity product (vs. Mattel Hot Wheels) and selectively introduce new products.

Tactical ExamplesActionable recommendations for diecast miniatures included packaging initiative. Line updates, multipacks and themes. (Agency position paper on core business was distributed to worldwide offices.)Research analysis -Focus groups -NPD toy retail sales tracking survey -NPD toy market indexNew product review and development

Key LearningToys and toy brands can have accelerated life cycle. It is important to move quickly.


Pepsi-Cola 1988-1990Eastern DivisionWestern Division

ObjectiveMake marketing the point-of-difference in the cola wars.

Tactical ExamplesRegional events (balloon team, sponsorships, etc.)Couponing (best food day, free standing inserts)Account specific marketingConsumer promotions/media merchandising (mystery shopper, etc.)Channel development (video stores, etc.)

Key LearningA great deal of what can make or break a brand’s sales objectives happens at store/street level.


Richarson-Vicks 1991 (A subsidiary of Procter & Gamble)FixodentFasteethFixodent Fresh

ObjectivesMaintain leadership in denture adhesive category.

Tactical ExamplesDirect response program to convert competitive users.Sampling follow-up.Professional programs to persuade and educate dentists (especially high-volume denture makers). -Dental conventions -Direct mail -Data base (relationship marketing) -Journal advertising -Sample fulfillmentNew product launch.

Key LearningImportance of healthcare professional recommendations to OTC product success.


Pfizer 1991Desitin Baby Skin Care

Objective60+ year old brand needs to reverse declining market share trend.

Tactical ExamplesRevitalize TV and print with creative shift in positioning from cure to prevention of diaper rash. Highly targeted programs to new mothers. New product development (next generation baby skin care products: less greasy, more user friendly).

Key LearningThe FDA rulemaking procedure.


SkyBox International 1991, 1992SkyBox and NBA Hoops basketball cardsImpact NFL football cardsMarvel Universe trading cardsGarfield trading cardsDisney trading cardsStar Trek trading cardsU.S.A. basketball cards

ObjectiveCreate excitement in collectible market and maximize licensing relationships.

Tactical ExamplesTV commercial featuring Magic Johnson and his son, Andre.Line extensions of Marvel series (X-Men, Marvel Masterpieces, etc.)Targeted correspondence with brokers, distributors and hobby stores. Integrated PR efforts, advertising and product development.

Key LearningValue in licensed property is “borrowed interest” and must match desired consumer target audience to help a product or product line.


Campbell Soup Company 1992Foodservice Marketing

ObjectiveLeverage Campbell Soup reputation and brand image to position the foodservice division frozen soup line as a quality solution for restaurants and institutions.

StrategyAdvertise in key trade publications the value of “Team Campbell” as a partner in menu planning. Feature the innovative soups and convenient packaging.

Tactical ExamplesWorked with Campbell Soup in-house photographer to shoot prepared soups with the aid of professional food stylist. Advertising appeared in several key trade publications (Nation’s Restaurant News, etc.) and was recognized as #1 in recall scores by an independent readership study. Provided materials for foodservice sales organization to further promote the concept of “Team Campbell” (hats, T-shirts, etc.)High-end direct response program targeting foodservice decision-makers.

Key LearningSales organizations need prioritization and focus to achieve sales mission.


SeaPak 1993-1994SeaPak “oven crunchy” shrimpFarm Rich frozen foodsSeaPak frozen seafoodRich-SeaPak foodservice

ObjectiveRoll-out “oven crunchy” shrimp and build brand equity for SeaPak. Produce sell-in and support of broker sales efforts.Support foodservice business with chain specific (QSR, etc.) concepts. Provide tools for foodservice and retail sales to optimize sell-in and consumer sell-through.

Tactical ExamplesBrand building TV and FSI efforts timed with sell-inBroker display incentive programsNew product developments/improvementsPackaging initiativesNational restaurant show eventsTrade roundtablePoint-of-Sale

Key LearningBrand building marketing activity can be leveraged to sales success and take the pressure off of price in both retail and consumer and foodservice business.


GameTek 1994GameTek Cinema (CD-ROM)Quarantine (CD-ROM, 3DO)Rand McNally (CD-ROM)Jeopardy (Sega, NES)Wheel of Fortune (Sega, NES)Brutal (SNES)Yogi’s Gold Rush (GameBoy)

ObjectiveFeature product releases and generate anticipation and excitement to spark sales.

Tactical ExamplesRetailer kits and point-of-sale material, press releases, product samples and information. Product demonstration/public relations “road trips.”Narrowly targeted publications (P.C. Gamer, GamePro, Game Players, Next Generation, etc.)

Key LearningRetailers will be cautious if they sense consumer confusion.


South Florida Mercedes-Benz Dealers 1995The third largest Mercedes-Benz dealer group in the nation.C-ClassE-Class

ObjectiveOrganize agency efforts and resources to win and manage Mercedes-Benz dealer group advertising in South Florida. Work with individual dealers to obtain consensus on regional efforts.

Tactical ExamplesWon the account over larger NY agencies that had specific Mercedes-Benz experience. TV advertising demonstrated accessibility and approachability.Promotional TV (No-commitment E-Class lease, C-Class year end clearance). Hispanic TV.

Key LearningImportance of pre-selling ideas and proposals to individuals in dealer group.


Kramer Laboratories, Inc. 1996HalfprinSafeTussinCharcoal PlusFungi-NailHealthy NailDigestolUro Femme

SituationKramer Laboratories, Inc. leverages success with its brands to fund new niche product launches.

ObjectiveBuild brand equity through professional advertising and slowly begin advertising to broader consumer audiences.

Tactical ExamplesAdvertising in medical journals (NEJM, JAMA, etc.)Public relations media blitz with Continuing Medical Education Association (CMEA).Halfprin consumer small space ads in Prevention Magazine. Target pharmacists mailings and magazine advertising.Fungi-Nail small space newspaper campaign in 50+ local newspapers.Digestol and Healthy Nail launches. Digestol product and package development.

Key LearningNiche markets are created by entrepreneurial spirit and quick reaction to market opportunities and latest research/studies.


Boatmen’s Bank 1996Bank Advertising

ObjectiveEstablish and maintain a likeable image for a bank to optimize environment for bank’s ambitious growth plans.

StrategySet a tonality in product-focused advertising while building recognition for Boatmen’s brand personality in eight states.

Tactical ExamplesFeature “Boatmen’s Guy” spokesman played by actor Thom Sharp in broadcast advertising supported by more detailed product-oriented print advertising. High visibility media sponsorships and sports tie-ins. Campaign helped bank grow from $5 billion to over $40 billion in assets. NationsBank announced acquisition plans on August 30, 1996.

Key LearningAdvertising and marketing communications are an important part of a smooth merger/acquisition transition.


SBC Communications 1997-1998Southwestern BellPacific Bell

Tactical ExamplesSelectively promote individual Southwestern Bell products and services with broad-based media and up-sell to packages through direct response marketing. Reposition caller ID in Southwestern Bell territory as busy household management tool. Launch caller ID with name and number in Pacific Bell territory in 1998 featuring “Sir Answerlot” TV campaign.

Key LearningCompetitive landscape for telecommunications is still evolving and marketing communications will continue to play an important cumulative role in consumer brand preferences.


ADWEEKw h a t ’ s n e w p o r t f o l i o


Clayco 2001-2004Design-Build Corporate Communications

ObjectiveDifferentiate and leverage Clayco success in logistics, corporate structures, sports/institutional facilities, food and beverage and industrial/manufacturing design and construction.

Tactical ExamplesPublic relationsDirect responsePrint advertisingTrade showsCollateralWeb siteIntranet

Program HighlightsPublic relations efforts generated more that $3 million worth of media exposure for Clayco (including multiple cover stories and feature articles).Foundations Newsletter won national award for excellence.Improved flexibility and quick response to RFQ and RFP opportunities through high quality/modular color output and binding systems.


HBE 1998-2000, 2005-2006Healthcare Facilities Design-Build DivisionFinancial Facilities Design-Build DivisionAdam’s Mark Hotel local marketingCorporate Communications

ObjectiveIntegrate business-to-business marketing communications program positioning HBE as leading design-build firm and viable partner for healthcare and financial facilities single-source design and construction. Develop critical communications for local promotion and chain public relations for hotel chain (24 properties).

Tactical ExamplesPublic relationsDirect responseTrade advertisingTrade showsCollateralWeb site Hotel on-premise promotional materials

Program HighlightsHBE testimonial campaign re-design for design-build resulted significant improvement of readership scores. HBE Healthcare Building News won national award for excellence from Business Marketing Association.HBE quarterly newsletter published and mailed to 550+ HBE employees resulted in improved communication with employees. Hotel promotions and public relations efforts helped to offset negative press about Adam’s Mark. On-premise promotional efforts increases revenue for hotel-based businesses (restaurants, etc.)


Thermadyne Industries, Inc. 2006-2009Victor®

Tweco®

Thermal Dynamics®

Arcair® Thermal Arc®

Stoody®

TurboTorch®

ObjectiveLeverage the strength of industry leading brands with an established distributor network while offering value and quality in competitive market for metal cutting and welding hard goods including: gas equipment (torches and regulators), welding power sources, filler metals, MIG guns and plasma cutting systems.

StrategiesIntegrated profile/testimonial print advertising and public relations campaign designed to celebrate skilled craftsmanship of metal working and fabrication to reinforce end-user preference of Thermadyne brands. Tactical elements include brand building marketing communications execution of scheduled calendar promotions, enhanced web/interactive communications, direct mail, trade show participation, showroom merchandising programs, new product launches, improved catalog and product literature.

HighlightsStructure and organization of marketing activities is systematic, focused and targeted with scheduled activities and processes. In spite of economic downturn resulting in sales declines and re-sizing of company in 2009, Thermadyne marketing does more with less and maintains healthy margins.

Key LearningFine tuning of routine integrated marketing communications in support of branding activity delivers a dramatic positive effect on profitability and improves effectiveness and power of well-planned product line management.


Crossland Construction CompanyCrossland Heavy Contractors 2010-2011

ObjectiveLeverage top 100 contractor status to enhance brand and support business development for offices in Kansas, Missouri, Arkansas, Oklahoma and Texas. Improve chances for negotiated work (design-build and construction management) while continuing to support culture of aggressive hard-bid business.

StrategiesContinue company success by earning business from diverse market segments (schools, retail, sports complex, etc.) and support geographic growth. Target more profitable project delivery methods (D-B, CM).

TacticsAdvertising and Public Relations program focusing on business journals and local media. Strategic planning task force to improve employee communications (cross functional group of 20 employees). Improved business development tools, trade show participation and community involvement.

HighlightsLead communications task force which identified more than two dozen initiatives and produced immediate results as measured by employee and management feedback. (Programs included customer satisfaction surveys, employee newsletter, site signage, lottery lunch, intranet and employee e-news). Upgrades to all request for qualifications and request for proposal materials (RFQ/RFP) and product segment collateral.

Key LearningPlanning, designing and execution of comprehensive marketing communications is critical for sustainable business success.


EMPLOYEES BENEFIT

FROM A COMMITMENT TO

LEARNING. A LONG LIST OF

TRAINING AND EDUCATION

OPPORTUNITIES EXIST.

RECRUITMENT/INTERNSHIPS/TRAINING

“In the last year alone, we’ve had interns from Pittsburg

State University, University of Oklahoma, Oklahoma State

University, University of Kansas, John Brown University,

University of Central Missouri, Missouri State, Fort Hays

State University, University of Northern Iowa, Indiana

State University, Texas Tech and Texas A&M,” says

Amy O’Brien, recruitment specialist at Crossland.

Ivan Crossland Jr., the company CEO knows very well that

individuals who excel as interns can become tomorrow’s leaders.

“We recognize the value of those individuals who are willing

to get involved in the business during their college breaks.

Many of them have told us the work brings a certain clarity to

their career path and we’re delighted to help them succeed

whether it’s with us or another construction contractor after

graduation. We are happy to be a part of their development.”

Employees at Crossland also benefit from the company’s

commitment to learning. A long list of training and

education opportunities exist including: Ironworking

and Carpentry apprenticeships, industry certifications in

concrete, equipment/crane operation, OSHA certifications,

storm-water pollution prevention, leadership in energy and

environmental design (LEED), computer training and safety.

10 11

www.crosslandconstruction.com

JOB INFORMATION

SWPPP & Best Management Practices

FIRST AID

MSDS Station

MSDA and First Aid Kit at Field Office

Personal ProtectiveEquipment as Requiredat all times

CAUTION

BE AWARE OF HAZARDS

DANGER

Smoking in DesignatedAreas Only

Daily Cleanup ALL VISITORS MUSTREPORT TO JOB TRAILER

SECUREACCESS

SITE

GO SAFE

Check Out Our New Website

www.heavycontractors.com

• Quality design with a friendly, inviting appearance.

•Improved functionality and usefulness.

• Intuitive navigation system that makes it easier to search.

• Enhanced ability to locate specific projects by category.


University of Miami 1978 (BA), 1982 (MBA)Bachelor of Arts Degree Double Major Graphic Design and Creative Writing Masters of Business AdministrationMarketing Concentration

Educational ObjectiveOriginal goal was to complete well-rounded liberal arts education to prepare for a career as a graphic designer or art director. Interests evolved to include literature and creative writing as an undergraduate. University Graduate Assistantship paid for Master’s program and allowed for further study of business, marketing, management and advertising.

Educational HighlightsUndergraduate - Resident assistant for on campus housing - Contributing cartoonist to school newspaper - Associate Editor of school yearbook - Studied creative writing with Lester Goran (Novelist) - Studied figure drawing with Gene Massin (Painter, Sculpture) - Active graphic designer (client roster included the City of Miami) - Designed and produced T-shirts

Graduate - Passed intensive program in Management Studies - Worked as admissions counselor/representative - Independent study with Harold Berkman

(Author of text: Advertising Concepts & Strategies)

Key LearningFormal education reinforces my commitment to lifelong learning.


Associations/Affiliations

University of Miami Alumni AssociationNNJ chapter chairman 1982-1986

New York Advertising ClubMember 1982-1989

Los Angeles Advertising ClubMember 1989

Triangle Advertising Federation (Raleigh, NC)Member and on board 1992-1996

Advertising Federation of MiamiMember 1995-1996

Adjunct Professor of Advertising and MarketingWilliam Paterson College in Wayne, NJ 1985-1988

Business Marketing AssociationMember since 1991 and Certified Business Communicator (CBC)

Public Relations Society of America (PRSA)Member since 1995

International Foodservice Manufacturers Association (IFMA)Associate Member 1992-1994

American Marketing AssociationSt. Louis ChapterMember since 1997President two terms

Advertising Club of Greater St. LouisMember since 1996
