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    Senior Marketing Professional

Goal: Work with a team of professionals to make a significant difference in a company’s future and overall growth Summary: Experienced Marketing Executive: Expertise in all strategic planning, marketing and marketing communication disciplines with an exceptional track record in: o

Developing strategic marketing plans for customer acquisition and maximum lifetime customer value

o

Utilizing unique customer segmentation to develop creative solutions for customer loyalty

o

Achieving organic growth and profitability in both B2B and B2C arenas

o

Developing and implementing advertising and relationship/loyalty marketing programs for current and prospective customers optimizing branding and positioning

o

Implementing impactful lead generation programs

o

Strengthening dealer and franchise networks


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Table of Contents

Accomplishments

3

Strategic Planning

4-5

Print Advertising

6-8

Relationship Marketing

9 - 13

Internet/SEO/SEM Direct Mail Loyalty Marketing Programs Collateral

14 - 19

Brochures Sales Support Newsletters Public Relations

20 - 22

Product Publicity Crisis Communications References

23 - 24

Chronological Resume

Mark E. Thomas

25

165 Quaker Farms Road

Southbury, CT (203) 448 9208


Accomplishments 

Over 26 years of successful product development, marketing and marketing communications experience at the national corporate and agency level

Holder of two (2) United States marketing patents: o

Digital Press Kit for Media

(USM 375,671)

o

Marine Trailer Merchandiser (USM 652,376)

17 National and 8 Regional Marketing Awards

PRSA Accredited in Public Relations

Invisible Fence Brand: o

Developed strategic programs that drove leads to national dealer network resulting in growth of 21% in last two years while also increasing the national sales closing rate from 41% to over 65%. The programs also increased market share and penetration by 15%.

o

Implemented customer segmentation program for product development, customer acquisition and enhanced lifetime value Key contributor to senior management team during emotional merger Developed first national marketing campaign that achieved 28% return on investment.

o o 

Amadeus, GDS o

o o 

Harris Drury Cohen o o

o

Leader in developing integrated marketing communications plan which resulted in the first cohesive national advertising campaign that generated over 100 new leads a week through effective media planning. Key team member in difficult transition to new European electronic online system which challenged all customer relationships Planned and implemented rebranding efforts for entire division worldwide

My group was a key contributor for increasing national agency business by 22% due to adding new business of Bombardier Jet Boats and Celebrity powerboats. Lead strategic planner for all marketing and communications programs that resulted in increasing client’s brand awareness 25% in three years thus taking over leadership position in marketplace Leading driver of national advertising and direct mail programs which helped Amelia Island TDC achieve double-digit awareness including double- digit percentage growth in hotel bookings and leads.

OMC/Volvo-Penta Fishing Boat Group o o o

Mark E. Thomas

During acute recession, solely developed programs that increased sales at double digit levels every year and set record sales and profit numbers in 1992 (36%) Developed efficient marketing programs and process to increase profitability by 42% which included accessories program for maximum lifetime customer value Successfully linked two different companies during transition of joint venture and increased domestic marketing presence for Volvo Penta.

165 Quaker Farms Road

Southbury, CT (203) 448 9208


Strategic Planning Process This is an illustrative representation of the strategic planning process I use to create successful, measureable marketing and communications plans.

Information – Gather and analyze critical information from multiple sources

Analysis – Transform critical information into useful intelligence

Critical Issues – Identify situation/market truths that determine success

Objectives – Establish goals that are quantifiable and measureable over a period of time

Strategy Development/Initiatives – Develop specific strategies with innovative solutions

Tactics/Execution – Translate strategies in unique tactics and tools to achieve the objectives

ROI/Measurement – Quantify success based on predetermined benchmarks

Strategic Planning Process

Information

Intelligence

Issues

Gathering

Analysis

Identification

Objectives Defined

Initiatives

Tactics

Strategy Development

Execution

Measurement ROI/Evaluation

Branding Creative Strategy Key Messages Loyalty Strategy Sales Support Relationship Marketing Internet/SEO/SEM Strategy Public Relations/Media Strategy

Industry Data

Customer Profile

S.W.O.T.

Creative Blue Print

Tactics

ROI Models

Company Data

Competitive Profile

Critical Issues

Positioning Verification

Budget Model (PIM)

Tracking/Monitoring

Customer Data

Market Trends

Research

Brand Relevancy Process

Strategy Identification Models

Timeline

Competitive Data

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


Performance Investment Model The Performance Investment Model (PIM) is designed to identify many different constituencies involved in the product development and marketing cycle. This hierarchical ranking of these audiences and organize them into manageable units. It provides a “road map” to budget for communication and product development.

   

Senior Management Sales & Marketing Management Sales Force All employees

Trade Channel

   

Distributors Wholesalers Dealers Independent Sales Reps

Influencers

   

Trade Associations Media Academics Third Party Influentials

 

Current Customers Prospective Customers

Internal

End Users

Brand Relevancy Model The Brand Relevancy Model is a process to ensure the brand is associated with the most compelling benefit for the customer. From the intelligence, the key benefit is determined through testing and then developed for optimum positioning and messaging.

Intelligence

E E xx pp ll oo rr aa tt ii oo nn

Integration Advertising Plan

Category & Market Trends Promotional Plan Test Group 1

Company Profile

Competitive Profile

Customer Profile

Distribution Profile

Mark E. Thomas

Internet/SEM Plan Key Benefit

Benefit Board

Test Group 2

Test Group 3

Winning Benefit

Support Benefit

Message Points

165 Quaker Farms Road

Positioning Strategy

MARCOM Plan

Loyalty Marketing

Public Relations Plan

Internal Plan

Southbury, CT (203) 448 9208


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Print Advertising – Invisible Fence Brand Objective: Lead Generation Target: Prospective Dog/Cat owning customers Summary: Compelling segmented color and black and white executions that used emotional artwork and factional content for credibility and support which highlighted competitive advantages. Media: National Magazine, National Newspaper, Regional Newspaper, Regional Magazines Results: Increased marketshare to 71%; Leads that generated over $4,560,000 in sales.

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


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Print Advertising – Amadeus, GDS Objective: Branding/Lead Generation Target: Current/Prospective Travel Agents; Current/Prospective Corporate Travel Managers Summary: Emotional-based advertising to achieve rebranding of distant third competitor for online travel reservations company. Double entendre slogan and powerful graphics to compel inquiry and trial. Media: National Magazine, National Newspaper Results: Increased marketshare to 31% from 18% and move to second overall position. Increased leads from travel agents from an average of 5 per week to 74 per week.

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


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Print Advertising – Bombardier Sea-Doo Objective: Branding Target: Prospective/Current Customers Summary: Impactful advertising designed to position Sea-Doo the personal water play toy for everyone. Multi-age, gender and cultural photos appealed to multiple audience segments. The colors used were also segmented by boat class. Media: National, regional and local magazines and newspapers. Dealers used this in local print outlets with specific call to action. Results: Increased marketshare over 25% to gain market leadership. The entire campaign also resulted in high end products being sold over entry level.

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


Relationship Marketing – Internet/SEO/SEM I have extensive experience in: 

Internet Strategy

eMarketing Strategy

eCommerce Strategy

Online Marketing

Search Engine Marketing and Optimization

Achievements: 

Developed Internet marketing strategy for 9 commercial websites and 4 Extranet sites

Invisible Fence Brand strategy took unique site visitors from 238,345 in 2004 to over 1 million in 2008

Developed first network eCommerce sites for Amadeus and Invisible Fence Brand

Developed first email marketing campaigns for Sea-Doo, Amadeus and Invisible Fence Brand

Implemented first-ever relationship/acquisition marketing campaign for Invisible Fence Brand

Year-To-Date Comparisons Total visits Total pages viewed Average unique visitors per day Total Unique visitors Dealer locator use Appointment request forms (web full, quick, web wizard)

YTD 2007

YTD 2008

800,875 3,767,371 1,787 649,189 551,171 42,007

1,017,185 4,872,298 2,365 866,502 643,902 44,851

YTD Difference 27% 29% 32% 33% 17% 7%

YE Forecast 1,017,185 4,872,298 2,365 866,502 643,902 44,851

YE Difference 27% 29% 32% 33% 17% 7%

Quarterly Camparison 2008 Total visits Total pages viewed Avg. New visitors per day Total Unique visitors Dealer locator use All lead forms (web, web wizard)

Q1-2008 242,302 1,101,206 6,806 207,097 149,873 12,209

Q2-2008 298,340 1,504,032 8,346 253,163 192,088 15,943

Q3-2008 254,607 1,254,656 7,014 215,558 174,057 12,393

Q4-2008 221,936 1,012,404 6,219 190,684 127,884 6,220

Quarterly Camparison 2007 Total visits Total pages viewed Avg. New visitors per day Total Unique visitors Dealer locator use All lead forms (web, web wizard)

Q1-2007 157,522 792,985 4,161 125,372 119,593 10,814

Q2-2007 242,387 1,154,842 6,207 188,350 163,454 14,846

Q3-2007 212,390 994,664 5,898 176,936 145,282 12,924

Q4-2007 188,576 824,880 5,173 158,531 122,842 9,158

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


Relationship Marketing – Internet/SEO/SEM Site Design/Strategy

National Email Campaigns

Mark E. Thomas

Consumer & Trade Videos

165 Quaker Farms Road

Southbury, CT (203) 448 9208


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Relationship Marketing – Direct Mail (Prospect Multiple Offer Mailing) Acquisition Campaign: This campaign was part of a national campaign that included national newspaper advertising, customized email campaign and regional magazine advertising. It resulted in over 7,456 leads and sales totaling $ 2,647,418 in gross sales.

Campaign/Dealer Support Value Campaign: This campaign was part of a national campaign that included national newspaper advertising, customized email campaign and regional magazine advertising. It resulted in over 6,456 leads and sales totaling $ 2,345,678 in gross sales.

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


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Loyalty Marketing Programs – Invisible Fence Brand Objective: Increase referrals from existing customers Target: Current Customers; Influencers, Employees Summary: Referrals are the best leads an IFB dealer can obtain. This program used multiple elements to urge current customers to refer family and friends with pets. The customer logs into a specialized website and sets up an account. Then, the customer has the ability to send an eCard to their friends and family telling them about the system and who to contact. When the customer purchases the system, the card is filled with $50 and the new customer also receives a $50 gift card. Elements: Step-by-by step dealer setup guide, sales support collateral, customized emails, unique website, brochure, print advertising, PowerCap renewal card Results: In the first two years since inception, the program was responsible for over 28,950 referrals which resulted in $ 9,897,876 in revenue.

Sales Flyer

Referral Direct Mail Postcard Referral Program Website

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


 Loyalty Marketing Programs – Invisible Fence Brand General: These are examples of various loyalty programs that range from selling alternative PetSafe pet products to renewing PowerCaps for current customers. Elements included a tiered discount program, emails and multiple pet discounts. All were directed at current customers with specific discounts or free offers. In 2008, these programs account for an added revenue of over $1,200,000. Tracking was done by codes and unique 800 numbers. Direct Mail Postcards

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


Brochures – Invisible Fence Brand

Full Product Line

Mini Show Brochure

FAQ

PowerCaps

Brochures – Bombardier

Jet Boat Large Format Full-Line

Watercraft Small Format Show

Mark E. Thomas

165 Quaker Farms Road

Small Format Show

Celebrity Full Line

Southbury, CT (203) 448 9208


 Brochures – Amadeus, GDS Objective: Drive trial by current and prospective customers to utilize the purchase complete portfolio of services offered by Amadeus, GDS Target: Current travel agents and travel managers; Influencers, Prospective Customers Summary: Amadeus was a new business unit and is very heavy with product information and tools for travel agents and corporate travel managers. Amadeus never had a cohesive system of product explanations or marketing items. I developed a complete, branded system of tools and a collateral system using colors and unique looks for flexibility and customized use. Elements: Printed brochures, mini-brochures, email templates, direct mail and interactive CDs

Collateral System

Results: Market share increased 20% by current customers for added revenue of over $2.5 million dollars and leads increased from approximately 5 per week to over 100.

Amadeus Product Brochures

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


 Objective: Support large distributor and dealer network with marketing tools and materials to help achieve sales goes while ensuring consistent branding.

Dealer/Sales Support Invisible Fence Brand

Target: Dealer Network, Trade Influencers, Prospective Customers Summary: This all-in one kit provided an interactive CD to help dealers actual write their own marketing plans and then provided them with the process and materials to do guerilla marketing, media planning, event planning public relations, interactive marketing and traditional advertising campaigns. Elements: Brand ID Manual; 5 series of print campaigns including direct mail and billboards; radio and TV spots, customizable press releases and a full resource of marketing materials Results: Brand awareness increased 9% in first 14 months and sales increased across the board by 8%.

Interactive CD

Consumer Sales Video

Brand Standards Manual

Technicians Product Guide

Mark E. Thomas

165 Quaker Farms Road

Dealers Sales Training Brochure

Dealer Point-of-Purchase Displays

Southbury, CT (203) 448 9208


Sales Support – Sea-Doo

Objective: Support large distributor and dealer network with marketing tools and materials to help achieve sales goes while ensuring consistent branding. Target: Dealer Network, Trade Influencers, Prospective Customers Summary: Annually at Harris Drury Cohen, we produced a multitude of sales support materials including posters, safety and product videos, POP displays, technical guides, product manuals in both French.

Jet Boat Dealer Showroom Poster

Results: Dealer satisfaction surveys rose from 84% to over 93% in first year. Customer satisfaction went over 98% for the first time in company’s history.

Dealer Point-of-Purchase Displays

Watercraft Dealer Poster

International Sales Support

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


Sales Support – Celebrity Boats

Trailer Stand Merchandiser

Celebrity Dealer Meeting Invitation

Dealer Showroom Sales Poster

Sales Support – Amadeus, GDS

Sales Training Guide

Product Training Guide

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


 Newsletters

Invisible Fence Brand Quarterly Consumer Newsletter

MicroMotion Quarterly Consumer Newsletter Mark E. Thomas

165 Quaker Farms Road

Amadeus Monthly Training Newsletter

GLE Architects Monthly Trade Newsletter Southbury, CT (203) 448 9208


Public Relations Accomplishments: 

Accredited by Public Relations Society of America

17 National Publicity and Public Relations Awards

First to have a fully digital computer press kit (Patented, 1984)

Invisible Fence Brand o

2008 Results: Over 173,589,000 impressions worth over $ 2.6 million* (*PRSA publicity worth formula)

o 

Developed dealer extranet for publicity and crisis communications

Amadeus, GDS o

1999 Results: Over 62,450,000 impressions worth over 1.23 million* (*PRSA publicity worth formula)

o 

Successfully contained potentially damaging press coverage due to product issues

Du Pont Sporting Goods o

SHOT “Public Relations Professional of the Year” 1986, 1988

o

AFTMA “Public Relations Professional of the Year” 1985, 1986, 1987

o

1988 Results: 11,986,387 Impressions worth over $ 3.54 million* (*PRSA publicity worth formula)

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


Crisis Communications Crisis Communications is every public relations professional’s nightmare. It can be anything from a product failure to poor earnings to a tragic situation or competitive actions. I have personally prepared crisis communications plans for Du Pont Sporting Goods, Bombardier, Amadeus, GLE, HearUSA and Invisible Fence Brand. Fortunately, I have not had to implement these plans except for several situations. Both were successful due to careful planning and flawless execution. Invisible Fence Brand Situation: Massive failure of IFB PowerCaps so dealers could not sell solutions and loss of customer confidence at the very same time the main competitor came out with a knock of power source. Solution: Develop an internal and external communications plan which answered key questions for dealers and consumers. Other elements included a mailing to all Invisible Fence Brand customers explaining the situation. We developed materials carefully explaining the competitive advantages of the IFB PowerCap versus the competitor’s new battery including comparative technical bulletins. A press kit was also developed in the case of negative publicity, but that never materialized. Results: PowerCap sales actually increased during the critical first three months of the situation and no dealer loss to competition.

Consumer/Prospect Brochure

Internal Brochure

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


Crisis Communications Amadeus, GDS Situation: During the merger into Amadeus and separation from Continental Airlines, Amadeus North America had severe training issues and product problems. We asked travel agents and corporate travel managers to convert to a European-based system that was drastically different than the previous system. To make matters worse, the sales and technical staffs were not adequately or professionally trained on the system. To add to the problem, there were many technical issues and problems with the existing problems. Solution: I lead and developed an internal and external communications plan which answered key questions for agents and consumers. We initiated action teams to begin on each segment of the problem – training, marketing, communications and technical. We implemented Amadeus’s first ever national campaign helping our current and prospective customers see into the future and dwell on current problems. We were proactive with public relations holding regional and national press events to tout the system so as to quell the internal issues and continue recruiting new customers. Results: While it was a difficult and stressful time, we enjoyed an agent growth of 5% and gained over 75 corporate travel managers in the 6 month crisis period.

Trade Brochure

Mark E. Thomas

Customer Newsletter

165 Quaker Farms Road

Southbury, CT (203) 448 9208


References Doug Grindstaff Former Vice President of Marketing, RSC

(865) 599 - 9090

Jim Picard Director of Internal Communications, Amadeus, GDS

(773) 531 - 7188

Jim Davidson Former President, Amadeus, GDS

(630) 865 - 3997

Jeff DeRossette President, Invisible Fence Distribution Company

(865) 781 - 5555

Lee Stacier President, Designasaur.net

(817) 442 – 5353

And, here’s what people say . . . “Mark has an incredible ability to get projects done. He does what it takes to meet a deadline and produce quality work. Mark's interpersonal skills come naturally as he has built many key relationships across the country with Invisible Fence Brand distributors and dealers. Any company would be fortunate to have Mark as part of their senior management team as he brings the utmost professionalism and expertise to the table.” Laura Wright , Director of Marketing , Invisible Fence Brand-JGB works directly with Mark at RSC - Invisible Fence Brand “Mark Thomas is an outstanding person. He would be a fantastic addition to any organization. He really knows his stuff! If you let him he will put you on the map or advance your company way beyond your expectations.” Mark Marchetta , President and CEO , Maverick Interactive Inc is a consultant or contractor to Mark at RSC - Invisible Fence Brand “This letter is my personal recommendation for Mark Thomas. I always found Mark to be consistently willing to help and full of ideas. Besides being a pleasure to work with, Mark is a take-charge person who is able to communicate creative ideas. He successfully developed marketing plans for Invisible Fence Brand that resulted in increased revenue and brand awareness. I highly recommend Mark. He is a team player and would make a great addition to any organization” Todd Bussen , Product Marketing Specialist , Radio Systems Corp reports to Mark at RSC - Invisible Fence Brand “I have known Mark for nearly 30 years and he has been both a friend, colleague and fellow volunteer. My observation is that each of his jobs incredible results have been earned and he has improved the business at each step. He is an excellent manager - capable and creative. Those who have worked with him gave him respect and friendship. He is a dedicated individual who rises to the task at hand with enthusiasm and ability. His work at Invisible Fence Brand moved that company into high visibility in the markets and media. He is a quick study, loyal and responsible. There is no job or assignment I couldn't recommend him for. If you are considering Mark Thomas, I suggest you move promptly to bring him onboard. You will have no regrets.” Mike Walker , Owner , Walker Agency

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208


“Mark is an accomplished Marketing Practitioner, with a broad range of experience having worked both Advertising Agency and several Corporate environments. He's a "get-it-done" kind of a guy who strives to make a positive difference in his business relationships..” Jim Kissel, Managing Director , Management Recruiters of North Palm Beach is a consultant or contractor to Mark at RSC - Invisible Fence Brand “Mark is one of the best Marketing Directors I have worked with. His vision, creativity, dedication and hard work have all made Invisible Fence the hi-performance brand it is today. He will make any business he works for stronger!” Bill Rieger , Account Executive , Nova Creative Group is a consultant or contractor to Mark at RSC - Invisible Fence Brand “Mark is the “go-to guy” for getting the job done. He understands how to build both marketing campaigns that get results and corporate meetings that connect powerfully with audiences. Details -- creative, technical, logistics, entertainment/speakers, housing, food and beverage, PR, media buys -- you name it, Mark gets it. He has been one of the easiest clients WOW has ever had to work with because he understands what it takes, and is truly a tremendous partner.” Stacey Krizan-Ruth , CEO & CCO , The WOW Factory is a consultant or contractor to Mark at RSC - Invisible Fence Brand “Mark Thomas handled all of his business details with a vision and integrity that resulted in successful events, while keeping his eye on the budget. He is a true professional and I appreciate the opportunity I had to partner with him the past several years. Mark is great!” Jeanne Thompson , Vice President , Conference & Travel is a consultant or contractor to Mark at RSC - Invisible Fence Brand “Mark's depth of knowledge in Marketing is astounding. Every time, the Invisible Fence Brand had an issue, Mark was able to take decisive action because he had been down all those roads before. Mark was an excellent supervisor that empowers those under him and mentors them rather than micromanage.” Stephen Doucette , eMarketing Specialist , Invisible Fence Brand reports to Mark at RSC - Invisible Fence Brand “Mark was charged with building a creative team for Amadeus’ American National Marketing Company. I was honored to be hired by Mark as one of the designers. He built a great team. We did a lot of great work and had a good time doing it. Mark was completely responsible for that. He embodies all that a Director of Marketing Communications should be. He is creative, extremely decisive, self confident, and performance-driven while simultaneously empowering his team to grow and succeed. He is an excellent communicator has a fantastic sense of humor. I miss working for him.” Yvonne Hourruitiner , Graphic Designer/Online , Amadeus North America reported to Mark at Amadeus/North America “Mark is a true professional whom I had the privilege of working with. He is one of the best presenters I have ever seen and worked with. He is also extremely knowledgeable about most industries and can determine your best course of action for your marketing efforts. I recommend Mark highly for this position. Lee Staicer” Lee Staicer , Owner/Creative Director , Designasaur

Mark E. Thomas

165 Quaker Farms Road

Southbury, CT (203) 448 9208

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