Dan Wright

1
Dan Wright
www.comtogether.us

• Portfolio
• Contact Information
• 1029 17th Ct
• Mukilteo, WA 908275
• 425 418 1225 c 425 353 6625 h
• dan.wright_at_comtogether.us

2
Career Objective

• Forget the buffalo
• My background and my strength is in
  communications
• Marketing Communications
• Analyst Relations
• Public Relations
• Database Operations
• Market Planning
• Advertising
• Sales Channel Support
• Brand Management

3
Work History

• The electronic portfolio is different than a
  resume
• Its meant to show examples
• Still, a brief recap of job history is required

4
Work History

• Fluke Networks 2004 to 2009
• Public Relations Manager
• Fluke Corporation -- 1984 to 2003
• Marketing Communications Manager
• Marcom Operations Manager
• Group Marcom Manager
• Product Publicity Administrator
• Advertising Coordinator
• Squire Shop
• Advertising Manager 1982 to 1984
• Seattle Sounders Soccer Club
• Marketing Director 1978 to 1982

5
Fluke Networks Public Relations

• The Challenge
• Expand Fluke Networks position of product and
  thought leadership across 3 distinct business
  groups
• Wide range of businesses from low cost
  distribution-based products (well-established) to
  system sales (new market)
• No initial awareness among industry analysts,
  which heavily influence system products
• The Program
• Steady placement of authored magazine articles
  and columns for established businesses
• Continuous outreach email, phone, webcast and
  personal visits -- to key industry analysts
  tracking contact details, building personal
  relationships
• The Result
• Strong media coverage for channel-based products
• Product announcements, interviews, authored
  articles
• First-time success with key analysts
• First inclusion in Gartner Magic Quadrant
• First inclusion in other analyst reports, with
  recommendations

6
The ResultContributed articles, magazine covers
7
The Result Product reviews, 11 interviews
8
The Result Analyst recommendations
9
Classic PR Kits

• The Challenge
• Introduce a B model version of the flagship 70
  Series multimeter line
• Coincidental with the press tour of the
  breakthrough ScopeMeter product
• Tagging along on the ScopeMeter press tour would
  dilute both messages
• The Program
• Classic PR Kits
• Position the 70 Series as Improving Upon a
  Classic
• Develop a dimensional press kit, comparing
  Flukes classic meter with other classic icons

10
Classic PR Kits
11
Classic PR Kits

• The Result
• Press coverage far exceeded expectations
• Editors kept their classic souvenirs for years
• Award Winning
• Washington Press Association -- First prize
  Marcom program
• National Press Association -- First place Marcom
  program
• Inside PR -- Certificate of Excellence
• Washington State PRSA -- First place Marcom
  program, Platinum cup, Outstanding campaign of
  the year
• PRSA (national) -- Award of Excellence
• IABC -- First prize Marcom program

12
Commercial Marketing Campaign

• The Challenge
• Individual marketing budgets had been reduced to
  the point of being ineffective
• Product groups competed for audience mind share,
  internal resources
• Customers were shifting more attention to the web
• The Program
• In 2002, advertising budgets were combined and
  placed under control of Marketing Communications
• Campaigns were built around customer types, with
  multiple products offered in each ad, web portal
  and collateral pieces

13
Commercial Campaign
Three customersegments
Multi-product ads
Single combined budget
Segment web portals
Segment flyers
Application articles
14
Commercial Marketing Campaign

• The Result
• Unique web visits
• 102 of goal
• 980,000 through October (U.S. Only)
• 28 growth over 2001
• Key product bookings
• 110 of goal
• 72M est. actual vs 65M plan
• 70 growth over 2001
• Share of Voice
• 127 of goal
• Sales leads
• Electronic segment grew 77 through November

15
Media Database

• The Challenge
• Existing system had multiple data sources
• Planning schedule
• Purchase order system
• Ad materials log
• Actual table
• The various data sources never matched
• The Program
• Wrote a new Access database to consolidate all
  information in one system
• Make it simple for the users
• Make the outputs useful and readable
• Include details on secondary tab wrap
  placements not previously available

16
Media Database
17
Media Database
18
Media Database
19
Media Database

• The Result
• Faster, more accurate media plans
• Easy views of what-if scenarios
• More accurate historical tracking better
  reconciliation of planned to actual expenses
• Similar databases written
• for literature production, storage and
  distribution
• for public relations media list, mail and email
  distribution plus contact/distribution history

20
Race Team

• The Challenge
• Sales department sponsored a race team for fun
• I volunteered to turn our sponsorship into a
  viable marketing tool
• The Program
• Assembled a team for merchandise, PR, customer
  contact, channel support
• Rule 1 -- This is not about being in the racing
  business. Its about using racing to increase
  our business
• Developed in-store displays and specialty
  products for sales channels and distributors
• Developed strong at-track presence, including
  booth for product sales, souvenir photos for fans
  with driver

21
Race Team
22
Race Team

• The Result
• 50 sales-generating appearances at distributor
  locations
• Merchandise sales funded printing needs
• Special product developed, sold through Sears
• More leads collected from at-track events than at
  trade shows
• Key contacts hosted to hospitality events at
  track
• All on a shoestring budget

23
Fluke Credit Union

• The Challenge
• Potential members were unaware of the Credit
  Union
• Even current members were unaware of the Credit
  Unions services
• Fluke employees were frequenting payday loan
  stores, paying high fees without knowing the
  alternatives
• The Program
• A single page flyer, written in very
  conversational, easy-to-understand terms,
  explaining what the Credit Union has to offer
• Part of every new-hire orientation packet
• Posted on company bulletin boards
• Send to all members in quarterly statements

24
Fluke Credit Union
25
Fluke Credit Union

• The Result
• An immediate 10 increase share deposits
• Increased volume of signature loans, often with
  the comment I didnt know this was such a better
  deal than the payday loan store.
• All while membership remained essentially flat,
  even as the overall field of membership (number
  of company employees) declined

26
Online Marketing Certification

• The Challenge
• Customers can now bypass standard communications
  channels and gather product information as they
  see fit
• From company web sites
• From social web sites
• From blogs, forums and discussion groups
• Marketers are no longer in control of the
  communication flow or the sales process
• Traditional media channels are disappearing
• Understanding this new dynamic is challenging
• The Program
• Training and certification in Essentials of
  Online Marketing by the Online Marketing
  Institute

27
Online Marketing Certification
28
Online Marketing Certification

• The result
• I have the knowledge to combine the elements an
  online marketing program
• Web
• Email
• Search Optimization
• Blogs
• Social Media
• I have the experience to know when to work the
  issue in-house and when to seek outside expertise

29
Just for fun creative writing

• Dave Barry once mentioned a country called
  Stanstanistan
• I created a map of Stanstanistan
• I wrote about Stanstanistans cultural treasures
• Dave Barry wrote back, questioning my use of free
  time

30
Just for fun
31
Just for fun
32
Just for fun
33
The Grindstone

• The Kingdome in 1982, with F.X. McCrorys in the
  foreground
• The office with the light on, on the 4th floor
  ... that was me.

34
Theres much more

• Lets sit down and talk about it
• Dan Wright1029 17th CtMukilteo, WA
  98275(425) 418 1225 c(425) 353 6625
  hdan.wright_at_comtogether.us