- 1. James (Jim) HennesseyPortfolio of Selected
Projectswebsite:www.visualcv.com/jhennessey0911 linked in:
www.linkedin.com/in/jimhennessey email:
[email protected]:615.403.8945
2. RADIO:TELEVISION:
http://www.youtube.com/watch?v=2X1iX2oAyZ8http://www.youtube.com/watch?v=E3e-q7XJk_MUnitedHealthcare
Brand Campaign A strong brand position means the brand has a
unique, credible, sustainable and valued place in the mind of the
consumer. A focused brand strategy isn't simply an ad slogan or
concept it is the focus of the entire organization in achieving
that valued place in the consumers mind. The campaigns approach was
to change the myth that the healthcare system was difficult to
manage. The advertising elements that support the new brand used
humor to illustrate the UnitedHealth common sense approach to doing
business. The campaign used national print, targeted cable
television advertising and national syndicated radio ads.. Mr.
Hennessey was Project Manager for the brand campaign and was
responsible for brand research, agency management (GSD&M),
internal brand launch, media planning. 3. Collateral Ryman Guitar
Product Development There are three key factors in product
development. Factor one is the creation and ability to deliver a
unique product . Factor two , a clear. well communicated strategy
for the product within your business. And the third factor is
sufficient resources to deliver, promote and distribute the new
offering. The restoration of the Ryman provided the unique offering
of guitars crafted from the venues oak pews. The product fit nicely
with the Rymans historic rebranding. Marketing created collateral,
print advertising and live TV promotions on the Grand Ole Opry to
tout the guitars. The product launch and promotion resulted in
sales that were 43% above sales projection. Mr. Hennessey was
responsible for research, pricing, agency management, writing and
editing. 4. Out of Home MediaPredators Fan Promotion Strategy A
traditional promotion mix strategy evaluates product, market, and
customer factors alongside the organizations existing marketing mix
to create promotions that increase sales. The Predators' first year
mix strategy focused on driving ticket sales and building fan
loyalty. The promotions' program used non-traditional and
out-of-home tactics to allow fans to interact with the team as part
of their daily life. Milk gallons and orange juice containers
incorporated ticket promotions. Predators Crunch ice cream was
created with Purity Dairy and sold 30,000 units in the first 60
days. Tactics such as panels on soda cans, themed murals on Pepsi
trucks, and retail promotions for trading cards, plush dolls and
Pepsi Points increased the regular interaction between fans and the
brand. As promotions manager, Mr. Hennessey was responsible for
working with corporate partners to develop the promotional mix and
strategy. He and his team were also responsible for implementation,
reporting and evaluation of each program. 5. Print Media Direct
Mail Ryman Musical Series Marketing Plan Marketing plans are
essential for product/service programs that continue of extended
time frames or programs that have related but multiple messages as
part of the campaign. Marketing plans start with situation analysis
which yields campaign objectives, strategies and objectives.The
Ryman Musical Series campaign was for four different theatrical
offerings, each with an average of 55 performances, spanning from
April-December. An umbrella quot;lookquot; was created for the
campaign to unite the four productions as a series and also
reinforce the Ryman brand. Each production received print and radio
advertising, direct mail, and other promotions including table
tents at area restaurants.Mr. Hennessey was responsible developing
the overall marketing plan and four sub-campaigns. He also was
responsible for project and agency management and developed the
media strategy. 6. Direct Mail Little Known Facts B-to-B Campaign
There are six basic elements to be considered when implementing a
business-to-business outreach. They are: reach, frequency, message
resonance, persuasive impact, clutter, and waste.Campaign was
designed to touch every employer with 100+ employees in 24 markets.
Reach was achieved with four flights of direct mail over eight
weeks. Frequency was achieved with business print advertising
during six of the eight weeks and business radio spots throughout
the eight week flight. Message resonance was achieved by market
specific facts that tied to the product pitch.Mr. Hennessey was
responsible for project and agency management for campaign and
developed the media strategy. 7. CollateralRyman Auditorium Brand
Campaign A well-crafted brand strategy has three components:
defined audience groups you wish to reach; a clear definition of
the industry in which the brand exists; and a statement of the
brands point of difference and key benefits.This brochure, which
was part of the Rymans brand re-launch touches all three brand
strategy components. The piece was targeted to concert promoters,
music industry representatives and event managers to convey the
venues unique place among performance venues and the Rymans
important history and musical importance.Mr. Hennessey was
responsible for concept, agency management, writing and editing. 8.
Print MediaUnitedHealthcare Brand Refinement Strong brands need to
be maintained and refined over time to reflect significant change
or growth of the enterprise. That does not necessarily mean
changing the core brand proposition, it may simply be updating the
delivery method , message or format.In 2008, after the acquisition
of Oxford Health, John Deere Health, Sierra and PacifiCare,
UnitedHealthcare refined its brand message and presentation. The
refined message still acknowledged the challenges of the health
care system but deployed a new tag line, quot;Healing health care.
Together.quot;The advertising support was note worthy for its use
of a bold color palate, not typical of health care companies, and
also the direct and bold message content.Mr. Hennessey was part of
the team working on the project and was responsible for message
development and internal band launch. 9. Out of Home MediaPrint
MediaUnitedHealthcare Small Business Tool Kit Marketing programs
for multiple markets may be challenging due to varying market
conditions, product focus, and available marketing dollars. Each
market may share campaign objectives, strategies and objectives,
but the timing and resources are different.UnitedHealthcare has
small business sales operations in more than 50 markets nationwide.
To support those ongoing efforts a tool kit of print advertising,
out of home programs, and business-to-business radio was created
and was customized by market needs.Mr. Hennessey was responsible
for concept, agency management, writing and editing and launch of
the toll kit program.
