2. Click ‘View’ in the browser, Choose Navigation Panels then ‘Show bookmarks’ to access the table of contents
Directory
(slide numbers to the right)
INTRO: 3 SOLUTIONS BASED MARKETING:
Partner’s Furniture: 33
ONLINE MARKETING: 4 The Home Zone: Creating a New Market: 34
Chocolate Soul 6-7
Build Your Own Romantic Gift 8 MANAGEMENT: 36-38
Floral Etiquette 10
The Girlfriend Store 10 PACKAGING & TECHNICAL:
Storybook Advent 11-15 Bella Caffé 39-40
Ice Breakers 16 Acheve 40
Online Activity Summary 17 MindSpa 41
Thera-Squeeze 41
NEW PRODUCT DEVELOPMENT: 18 Hästen's MindSpa 42-43
Summary 18-19
Real Estate 20 ILLUSTRATION & GRAPHIC DESIGN: 44
Other Products 21 Book Illustrations 45-47
Private Label 48
TRADE SHOWS & CATELOGUES: 22-23 Magazine Layouts 49-50
Sales Collateral 51
EVENTS: 24 Letterhead 52
Logos 53
BRANDING & ADVERTISING: Direct Response 54-55
Thera-squeeze 25
Telocate 26 JOURNALISM: 56
Andy’s Glass 27
MindSpa 28-30 PHOTOGRAPHY: 58 – 62
SK Furniture 31
Advertising as PR 32 RESUME: 63-64
CONTACT: 65
TESTIMONIALS: 5, 9, 14, 35, 57
3. Welcome!
The following webfolio demonstrates many of my past projects,
successes, ideas and skills.
I’m seeking a Director Level Position in Marketing, New Business
Development and/or Sales with a company that values innovation,
and thrives on integrating technology with the needs of customers,
whether B2B or consumer.
A dynamic public speaker, award winning salesperson, product
developer, writer and artist, I know how to get peoples’ attention and
carry a project from napkin through implementation. I’m known for
my ability to form strategic alliances, and as an intellectual with a
thirst for knowledge spiced with creativity. What I do best is create
new revenue streams by matching the needs of the market with the
needs and assets of my employer. --Laura Dawn Lewis
4. Online Marketing &
Merchandising
Overview & Philosophy
The internet takes marketing to a whole new level for it invites interaction thus allowing any company to engage
customers by satisfying one or more major needs: The need to save money. The need to save time and/or the
desire for quality.
As people learn in different manners, either visually, through sound or through engagement, internet advertising
enables the marketer to address each manner of learning, thus increasing retention of the message and fostering
a positive image. An example of effective user engagement involves integrating gaming into advertising. While at
Pogo.com, the US Navy was a client. We created an ad campaign utilizing banners and interstitials called Tag the
Ship. The ads used interactivity to engaged potential recruits by allowing them to chase the ship in the ad and gain
facts through mouse clicks.
I began working with the Internet in 1994. KZOK/KMPS the stations I worked for were early adopters. As
salespeople we were tasked with selling ads, branded internet service, email marketing and helping our clients
figure out how to market goods and services online…back when nobody knew what they were doing.
The first client I took online was a men’s clothing store that catered to men under 5’6”. I managed to convince the
owner back in 1995 that as a specialty retailer, his market was global. We set up a basic website with e-mail
ordering, (credit card online processing at the time had a ways to go) and began creating an e-mail list of clients.
To do this I had him add the e-mail address field to his customer satisfaction form. About 3-weeks after launching
the site he got his first order online…from Germany! He was so excited and as they say, the rest is history. Not
only would internet retailing take off, but I was officially hooked on the new technology!
5. Testimonial
Laura continues to be one of the most persuasive sales and marketing people I’ve ever seen
and an ace at securing new business while up selling existing clients. She negotiates and
closes clients with ease, and her knowledge of internet and general media consistently
amazed all of us. She treats each client as if she’s their VP of Marketing, helping them plan,
develop and execute full advertising campaigns, not just those we offered in online, direct
response and print, but working with her clients to get the best deals from complimentary
media as well.
Extraordinarily smart, and up-to-date on the latest trends, and a almost always dead on with
her projections, she led the sales team by working with all of us on selling, leverage and
presenting all the new online products and services. Laura has a passion for the internet and
will make a dynamic, results driven online sales director for any company lucky enough to
snag her!
Kandy Duncan
Coworker, The Press Enterprise
6. Contextually Leveraged Channel
Optimization Programs (CLCOP)
My area of unique expertise is Contextually Leveraged Channel Optimization Programs. By utilizing intellectual property
and marrying it with a brand or service I’m able to repurpose content, software, music and other forms of IP into new
revenue streams. Programs I’ve developed include Flowers with Meaning , Chocolate Soul and Ice Breakers.
For example, if a law firm tends to do a number of standard forms, working with a software developer and marketing via
sites like ClickBank, we can develop templates that people can download for a nominal fee. Research they’ve compiled
for closed cases can be repackaged and sold to other attorneys, thus saving time. Hospitals, research facilities and
anyone on the edge of technology create primary research that can repackaged and sold by subscription, white papers
or how-to podcasts. Media, whether print or broadcast, are a goldmine of new products using this formula! There is
always a niche market for information and entertainment. The backbone of this is defined in the 27 Platforms of Revenue
Generating Marketing which I identified ten years ago. The concept is currently taught at several Southern California
Community College campuses as part of the International Marketing curriculum.
EXAMPLE: Chocolate Soul is a concept I developed
that matches the needs of the buyer, (a unique gift
that has personal meaning and demonstrates true
sentiments) with the needs of a chocolatier’s to
stand out and offer something different. What if you
could buy a box of chocolate based upon the
meanings behind the types of chocolates and
fillings? You could send someone a box of
inspiration, a box of childhood giggles or a lover a
box of passion. More than just a box of chocolate,
you now send chocolate with meaning! Women
specifically love these types of gifts.
The shape you like tells a lot about your personality and the definitions
are based upon a study that came out in the late 1990’s in New Zealand.
7. Online Marketing & Merchandising
Chocolate Soul matches the meaning of various
chocolates and fillings with the end receivers
personality. Purchasers design their boxes based
upon the meaning of each and can download a
brochure with the descriptions to send.
• The Shape You Like
• = Personality
• The Type of Chocolate You Like
• = Your Attitude Toward Life
• Your Favorite Fillings
• = Your Strengths & Weaknesses
• What You do With Your Wrapper
• = How You Are in Bed!
8. Online Marketing & Merchandising
Build Your Own Romantic Gift: Hanson
and Ellis is an online supplier of wedding
gifts. Since they sell individual units,
(ranging from $2-$45 per item) we
developed a online promotion to leverage
this retailer on Couples Company.
Suggestive selling, this format allows
people with a very limited budget to build
the perfect romantic gift, one that has
meaning. Buyers to choose up to ten gift
items and create their own special gift of
romance, thus enabling us to sell H&E gifts
outside of the wedding market.
9. Testimonial
Laura Dawn Lewis is a dynamo! She's organized, self-starting and
incredibly creative and inspired. She is great to work with, and I'd work with
her again in a flash! You're fortunate if you have a chance to hire or work
with Laura Dawn.
Tina B Tessina, PhD
Author, Dating Expert on Couples Company
10. Online Marketing Floral Etiquette utilizes the meaning and lore of
& Merchandising flowers to send a bouquet with meaning.
Somebody gets a new job? Send sunflowers,
which represent success and power. A guy has
been particularly sweet? Send daffodils, the flower
of chivalry.
The Girlfriend Store is online merchandising at its
best. We discovered that people shopping online
usually have an intended recipient. The problem
was, men tend to over spend and buy gifts not
appropriate for their stage of relationship.
Solution? We designed a store around the first year
of a relationship and chose gifts in cost and content
appropriate for that stage, integrating it with advice.
The Girlfriend Store, (as well as the Boyfriend, Wife
and Hubby stores) have one several awards for
creative merchandising and the use of affiliate
programs online.
11. Online Marketing
& Merchandising
Storybook Advent The Storybook Advent Calendar and Carols
Collection is a new form of cause marketing geared
at the church and non-profit market. As the
economy began to slide in 2007 I realized that
churches and non-profits would increasingly be
burdened with people seeking assistance.
Unfortunately as more people seek assistance, the
available pool of donations usually diminishes
exponentially.
The question: How can non-profits raise funds
without having to expend money to do so? It had to
be compelling and something people would want to
buy that also reinforced the mission of the non-
profits.
The solution: A children’s book and CD collection,
all digital, leveraging affiliate marketing through
ClickBank. Utilizing a combination of public domain
writers of classics as well as 7-original stories we
created a book that appeals to parents and children.
My writing partner on this project and composer
friend Michael Brech and I were able to create a
book with proven favorites while adding exclusive
content. The CD was created utilizing public domain
carols and we chose a simple orchestration (piano
solos) for the songs that enabled it to be used as
background music or as a sing along for caroling.
12. Online Marketing
& Merchandising
Storybook Advent
Both products are delivered digitally, thus eliminating the need for inventory management and storage, and therefore
requiring zero investment by the non-profit or church. Tracking and payments are handled via affiliate links.
ClickBank is excellent at paying, delivering the funds to the non-profit within a month of the sale.
For the non-profit, all they need is an e-mail list, mailing list or congregation. This also expands their reach virally,
enabling more sales for the church. We created marketing material for all three thus enabling pastors to simply
print out a one sheet to slip into the sermon notes about the book and CD with their own unique affiliate ID.
Churches with e-mail lists or websites are able to post the book up on their site. From that point, the sales are turn-
key. Buyers of either product simply download the book in a PDF form or Kindle to their computer and can chose to
print it out, or not. The CD is available in MP3 files for players and iPods, or as AIFF files for CD. Everything is
delivered digitally with no hassle and no fuss. The hardest part of this project has been educating pastors how to do
it…which takes all of five minutes.
13. Online Marketing
& Merchandising
Storybook Advent
Left: The lead picture for the original story: Matthew, Mohammed &
Micah, which teaches children, (and their parents) about the
similarities and differences in Christianity, Islam and Judaism as well
as the traditions and history behind the celebrations of Christmas,
Eid and Hanukah.
Above: A digital printout of two pages in the Storybook Advent. This
is the December 23 choice: ‘Twas the Night Before Christmas.
Advent Calendars are traditionally used in Christianity to mark the 24
days of December leading up to Christmas. This book is designed
with 24 stories and poems, one to be read each night of Advent.
14. Testimonials
From readers of The Storybook Advent Calendar & Carols Collection
“I just love the concept and the execution. My granddaughter loved the stories and I
can't stop listening to the carols. You deserve every success!”
Cliff Lague
Spain
"I am awestruck with the book's warmth, its caring and loving sentiment, and totally
enamored with the artwork!“
Jeri Friedman
Los Lunas, New Mexico
"Just gone through carols and they are great, simplicity at its best. All that is needed
for a sing along, or to bring out the spirit of Christmas cheer. Well done to all
involved."
Jeremy Allard,
Lyricist, London, England
15. Online Marketing
& Merchandising Storybook Advent
When working with industries like churches that may or may not be internet savvy, you
have to create everything they’ll need to succeed and be prepared to hold their hand if
necessary. These are some of the marketing materials we created. The skyscraper
banner actually did quite well, delivering a 5% click through. The e-mail newsletter
even better with a 12% click through. In 2009 we’ll be using podcasts and online audio
to market as well.
We test marketed the product during the 2008 Christmas season and received rave
reviews from the buyers and churches. We begin marketing it in June 2009 for the
upcoming holiday season and our goal is to assist non-profits in raising over $1-million
dollars for their causes. More information on Storybook Advent can be found here:
http://www.storybookadvent.com . One lesson I learned in 2008 is that we need to
have two websites, one for consumers and another for churches. Putting both markets
on the same site we discovered is confusing.
16. Contextually Leveraged Channel
Optimization Programs (CLCOP)
If your company produces intellectual
property, (entertainment, research, news,
programming, reports, software, music
etc…) you have unleveraged assets that
can be turned into revenue streams.
Ice Breakers, a promotional card game
designed to get to know someone you’re
dating is an example of a CLCOP.
Starbucks wanted to be seen as the
home away from home, a person’s
second office and meeting place.
Matchnet, a dating site, needed
something that would set them apart and
increase success with its subscribers.
Matchnet contracted me and I developed
a card game for the newly dating called
Ice Breakers. This combines my
exclusive 8 levels of Intimacy with dating
and coffee shops in a real-world and later
online setting.
17. Online Activities
SOCIAL NETWORKING: Linked In, Facebook, Xing, SU, Ning, Zoominfo and Twitter in addition to several private
invitation only groups for executives, diplomats, researchers and journalists. I’m active in social networking and
like everyone else, learning how to leverage the peer-2-peer space.
AFFILIATE PROGRAMS: I have six affiliate programs for my own products and services and I currently utilize about
250 between my various web properties. The majority of these originate from the big aggregators: Commission
Junction, Linkshare, Google Affiliate, Share-a-sale and ClickBank.
E-ZINES: A given for anyone with a website and list. Most of these I have set up on auto-responders.
WEBSITES: I’ve built over a dozen websites in the past twelve years with Couples Company being the largest at
30,000 pages. Other sites I currently have include LaidOffNowWhat.com, StorybookAdvent.com and 15-
Percent.com. I have the basic HTML and Flash skills and can use FrontPage, Access and SQL but prefer to defer
programming and the backend to people far more skilled and mentally adapted to handle coding and the
frustration that goes with it.
BLOGGING: I’ve been a blogger through Stumble Upon since 2004 with a good following for my interests of politics,
constitutional law, satire, the Middle East, human rights and religion. I use a pseudonym for these activities.
I’m currently toying with podcasts and MP4 and am very excited by the possibilities. I can’t wait to wrap my
creative energy around the v-cast industry and come up with creative uses for this format online either for
education and/or promotional programming.
18. New Product Development: Philosophy
Coming up with new products to sell and market is what really excites me. The formula is
simple: 1) figure out what people need that the market isn’t delivering 2) bring together
the necessary parties 3) create the products/services that fill that need. To do this I use
all my areas of expertise:
My sales background allows me to get in, persuade, form strategic
alliances and gain agreement.
My marketing background taught me how to package, leverage and produce
winning concepts, while keeping the big picture in focus.
My journalism background provides the research, skepticism, tenacity and
serious edge needed to pull new products off with credibly and authority.
As a potential employee, this is my Unique Selling Position (USP) and what sets me
apart from the rest.
19. New Product Development: Philosophy
Couples Company was built to address the need for Life Skills Education. This includes issues like
how to argue effectively with your spouse, manage your finances and how to navigate legal issues.
Life skills aren’t taught in college. The original business plan had us integrating online education with
title sponsors: i.e.: Home Depot sponsoring a series called: ‘Surviving Home Improvements’ an online
interactive class that teaches couples how to overcome disagreements when remodeling (without
killing each other), distributed at store level via CD ROM and online via interactive webcasts.
Technology today allows this to go two ways and it opens up al myriad of amazing possibilities.
Outside of regular ad design, most of what I do can be considered new product development. I like to
integrate information with learning and entertainment and I want to work for a company that needs
someone who knows how to do that and bring in the corporate sponsors who benefit. To me, creating
these, solving these problems--this isn’t work. This is fun! Give me a good problem and the authority
to fix it and you’ll have to tell me to go home at night!
New product development in the media space is all about matching the needs of the underwriter with
the needs of the consumer and the needs of my employer. Generally, the underwriters want publicity,
positive image, traffic and sales. Consumers want information, products and services. My employers
want readers/viewers, revenue and publicity. Give each what they want and you create the essential
triple play: win-win-win. It really is that simple. Here’s a sampling of what I’ve done on the following
slides:
20. New product Development: Real Estate
The Agent Guide won the WCAA National 1st Place for Best New Product and Promotion in 1994. I
realized that real estate agents specialized in various industries and I wanted to make it easier for
buyers and sellers to find the right agent. This directory, which agents purchased a placement in, ran
in the Saturday and Sunday paper each week and included their contact info, picture, specialty and
agency logo.
Profile of a Community won the WCAA National 2nd Place for Best New Product and Promotion in
1994 We locked out the top two awards! When people look for homes, they consider the
neighborhood, builder and home itself. Following AP guidelines, I wrote stories about each
community highlighting the builders and what was available. Though technically advertorial because
the builders purchased one of the seven available slots, by keeping it journalistic, this became one of
the most anticipated features each week. We rotated locations each week for 13-weeks so a
community could be featured 4X per year.
THE NEW HOME DIRECTORY: Borrowing a proven formula from For Rent Magazine, I took builders and created a quick reference graph in
the paper that detailed each new community’s cost, range of bedrooms, location, and other key amenities. Builders who placed a ¼ page or
larger ad in the paper that week got a free listings. Others could purchase listings for 13-week increments. Readers of The Herald voted the
New Home Directory their favorite new feature after our editorial redesign. The editor was ready to kill me. It was 100% advertorial. Oops!
SnoHOMEish County New Home Tour: Joining forces with the Master Builders Association and The Association of Realtors we created
a county wide new home tour that was a smashing success and redefined how new housing developments are marketed in newspapers
and magazines. For me it was common sense to link a map location, listing and full color ad in a catalogue format. Turns out, it had never
been done before and the readers loved it. They say imitation is the sincerest form of flattery. The Seattle Times and later other papers
around the country copied our formula and the biggest winners were the agents, builders and buyers. And the paper. It took three reps to
replace me when I left The Herald. I’d brought in so much new business by redefining the way newspapers marketed new homes that one
person could no longer handle it.
21. New Product Development: General
The Blind Bath and Mini Spa: In 1990, after working with mini blinds and decorative products for three years, I
developed an expandable tray that went from three feet (for easy storage) to eight feet and held twelve inches of
cleaning solution. The purpose was to clean mini blinds. Additionally I developed a detergent which lifted dirt,
grime and dust from the blinds in less than three minutes without harming the strings or the slats. The Blind Bath
I received a patent on in 1992 and the detergent formula, considered a trade secret, is in my head.
After looking into the market, I decided not to produce this product, primarily because the detergent isn’t
environmentally friendly. I haven’t been able to create something that works as well or as quickly for such a low
cost without harming the environment…yet.
Telecommunications, Networks and the Internet: This was a quarterly I developed for the Los Angeles Business
Journal that focused on teaching traditional business people the emerging internet market. We followed this up
with the Demystifying the Internet Breakfast Roundtable. The main sponsor, Exodus Communications paid
$40,000. Two hundred executives attended and Exodus sold 1.8million dollars of services within 3-weeks.
OTHER CREATIONS
• Laid Off Now What
Welcome to the Kingdom:
• Sensuality Series
Working with the various
government officials of Saudi • Couples Company
Arabia and my partner on this • Storybook Advent
project, we created a manual • & Carols Collection
for western businessmen and
• Couples Mall
diplomats on doing business
in The Kingdom. • Ice Breakers
• Profile of a Community
• New Home Directory
• The Agent Guide
22. POSTERS & TRADE SHOWS
Tradeshow Posters: These worked very well at the shows and drew significant traffic and inquiries
to the booth. Created with Illustrator and PhotoShop.
LEFT: This is a 3 foot by 3 foot booth poster designed to get the idea out quickly about what this
product does and how advertisers can use it to merchandise their own products.
RIGHT: This is a 3 foot by 3 foot booth poster designed to get the idea out quickly let people know
we carried the original stressballs--the only one you can heat & freeze.
23. Click pictures to see full size
Thera-Squeeze
Promotional Products, Health & Wellness
(Left) This is the second
ad in a series inserted
into a promotional
products industry
magazine. I finally
convinced the company
to allow me to change
the artwork. They were
very pleased!
The curiosity factor of this ad
drove over 1500 people to the
(Above) I used subliminal representation with the American booth for a stressball flambé!
Heart Association ball as a heart with the right and left
ventricles going into it as a play on the primary health benefit
of the product. Doctors picked up on this right away. The (Above) Same product, this ad went
client just thought it looked cool. This ad began running in into the trade show directory. We
December 2002. knew most of the ads would be either
black and white or brilliant full
color. To stand out we chose muted
tones and a classier approach.
24. Events
I’ve hosted and created
The Herald
SnoHOMEish County New Home Tour
4 months of preparation and sales, two week event. First year was 1993. Strategic alliances with The Master Builders
Association, The Association of Realtors and The Herald newspaper.
KZOK / KMPS Radio
Tony Romas / Suzuki: Suzuki Bucks cross promotion with local franchises and dealer
Baxter’s Pub: Multiple remote, live broadcasts and events
At least three to five remotes, live broadcasts and events per month ranging from parties to sweepstakes.
Los Angeles Business Journal
4 Technology oriented events per year, usually in cooperation with LARTA, LawNMoweR or VIC
Demystifying the Internet
3 months preparation and sales including securing the keynote speakers, sponsors, venue and guest list. Joint project
with Molly Lavik of LawNMoweR.
LawNMoweR:
When I left the Business Journal I joined Molly at LawNMoweR as a consultant to continue putting on technology based
events in the Los Angeles area.
Couples Company
Alaska Couples Cruise: Special cruise with Couples Company experts and guests to Alaska in 2003.
25. Thera-squeeze: Branding
Moving on to branding…
I’ve found clients, especially small
businesses, kick and scream about
branding campaigns because they
think they’re just a waste of money.
Here’s proof branding works: We’ve
sold more stress balls to women who
always have cold hands due to this
ad.
I finally convinced the owner to try a
cleaner ad focused on branding and
the product’s unique selling position,
(USP). His comment when the sales
started rolling in? "Why haven't you
done these like this before?"
My answer: "Because you didn't want
them like this."
I think he's finally converted. On the
next page I have the branding
campaign we developed for another of
his products: Telocate.
Click pictures to see full size
26. Telocate: This puppy ad netted
$500,000 in sales, before it
Branding Campaign was published!
This is the layout for the first ad campaign I created for the Telocate product. I love this product but it’s hard to
explain what it does. I needed to figure out a way to do that without using a lot of words. The hard part is getting
the buyer, other marketing people, to understand what it does and see how it relates to their industry.
I worked with Start2Promote from 2002 until the company sold in 2006. Through that course I created their
direction, logos, collateral and advertising. The puppy ad (above) was used to explain the product to a channel
member prior to the campaign launch on 01/15/2003 and resulted in a 1/2 million dollar order from one of the
largest pet stores in the world!
This was all done with clip art. Had we had the budget for models and a photographer, I may have chosen other
examples…but it worked out all the same!
Click pictures to see full size
27. Consultative
Sales
Utilizing a consultative sales approach,
I’ve been able to bring in new accounts,
industries and increase the response on
the ads for my clients whether in print,
online, broadcast or through creative
By adding color, advising on other media they should integration utilizing on and offline
also be using and including people in the ads, Andy’s channel optimization.
became one of my largest clients and quadrupled
their advertising budget while I was at The Press Andy’s Glass in Temecula was in a
Enterprise. tough bind. The competition for
replacement windows and doors was
tight and they needed to stand out.
They’d given up on newspaper
advertising. I was able to bring them
back in by personally redesigning their
ads and coming up with a full campaign
that included magazine, online and print.
Our in house art department didn’t have
the agency skills to do this, nor the
library of art, fonts and photos. I created
these ads on my own time at home with
my system. My boss didn’t like me doing
this, but the client wouldn’t advertise
unless I did.
28. ADVERTISING & MARKETING
This is an ad I designed for one of the
products put out by Start2Promote and
Neurotech, a family owned business
where I was the Director of Sales and
Marketing for four years.
Utilizing local publications, in this case
the Press Enterprise, I tested different ad
copy and layouts. This quarter page ad
produced 15-sales its first week out. It
really stood out with the clutter common
to newspaper advertising.
29. ADVERTISING & MARKETING
This was risk I took on trying something different with a high end product and targeting one of
the smaller user groups of the product: parents of children with ADD or ADHD. Most people I
know with special needs kids are constantly economizing. I designed this ad to go in the
coupon book, something I knew women read religiously.
By using the coupon book, I was able to saturate the entire South Riverside County market for
only $350 a month and get into the homes that don’t get the newspaper as well as those that
do. Extra bonus, we received a full month of online advertising too. The risk paid off with over
10,000 people clicking on the special link to find out more. We sold about 25 units in the three
months directly attributed to this ad.
30. ADVERTISING & MARKETING
The MindSpa is an amazing system that
helps people learn faster, avoid jetlag,
relax or invigorate. The writers of The
Tonight Show use it, as do a number of
players in the NBA, NFL and other
professional sports leagues.
In 2006 we made it into the NFL
Yearbook commemorative edition and I
was tasked with creating an ad that could
explain and sell the product to this highly
influential group. The ad that appeared is
to your left.
31. ADVERTISING & MARKETING
SK Furniture was an account I had to steal from a
competing paper and several other media.
Ultimately they became a $100,000+ account for
me. How I got them was going in and mapping out
a strategy and personally creating the ads at home.
They needed to differentiate themselves from all the
other furniture companies and I felt the 30-40
something professional market was under served.
This market is above average income, has a level of
sophistication and is ready for nice furniture. But
they weren’t going to pay $10,000 for a sofa. They
do want class and quality, and the ads needed to
convey this.
Taking an agency approach and eliminating the
clutter the campaign focused on style with muted
and earth tone colors. The majority of this was
FSI’s in key zip codes. We also included ROS
super banners on PE.com and specialty ads on the
front page of the Living section.
The campaign was a huge
success, netting over 100 sales
the first week.
32. ADVERTISING & MARKETING
One of the most effective forms of
advertising we’ve created on Couples
Company is our posters and
handouts. This one in Portuguese
(Left), which is one of the languages I
speak, is also available in Spanish
and English. The poster highlights
encouraging words parents can use to
praise their children.
Some of our other downloads include
favorite poems like ‘The Road Not
Taken’ and prayers including ‘The
Serenity Prayer’ and ‘The
Infantryman’s prayer’. We created
one for employers that compare the
habits of good employees and bad
employees called ‘Are you a Jerk
Mensch?’
Our most popular download is ‘The
Military Wife’ poem and the ‘Dictionary
of Texting Symbols’.
33. Solutions Based marketing
Creative Thinking
This is a spec ad I came up with for a
client, Partner’s Furniture. They
carried brand name furniture for
up to 70% off of what it would
cost elsewhere.
But, Partners couldn’t overtly
advertise their brands. Realizing
that people love games and will
often engage in one simply
because it’s there, I took the top
twelve brand names offered and
hid them in a word puzzle.
Readers of the ad could then
seek out the names of the
brands and bring the ad in for an
extra 10% off.
34. Solutions Based marketing
Creating a New Market As the economy began to show
signs of stress in early 2007, I
began to look for ways to
increase revenues in my
territory. I realized we had over
300 stores within a 5 mile by 3
mile area covering all areas of
home improvement, including
manufacturers, artisans and
retailers.
I came up with the Home Zone
concept, a destination location
where homeowners from all over
the Southland could find
anything they needed for home
improvements.
My boss Tom Paradis and the
two other AE’s with stores in the
territory created a plan which
also included the hotel and
wineries. We approached the
cities of Murrieta and Temecula,
received buy in from both
municipalities and set to work
creating a product that could be
marketed online, the paper and
throughout the Southland with
the goal of making the Temecula
Valley the must go destination
for anything to do with home
improvement.
35. Testimonial
Laura was a dedicated and intelligent force at the Los Angeles Business
Journal. She had strong relationship-building skills and was very talented
at breaking new business. She would be an asset to any company!
Ellen Mazen
Associate Sales Manager,
Los Angeles Business Journal
36. Management
With twenty years of media experience (print, online Attaining District of the Year involved outselling the
direct response and broadcast) ranging from other 12-districts, (we did it by 300%) and delivering
distribution, advertising sales, marketing, new the lowest service complaint ration, (less than 1%).
product development and journalism, I bring a broad What was amazing is my district was the largest
range of skills and expertise. An expert at managing both in terms of area and the number of routes.
multiple projects, people and deadlines, my And we still blew out all other teams.
management philosophy is simple: hire well, guide
but don’t smother and find out what each person At the Los Angeles Business Journal I was able to hire
brings to the table that is unique. two assistants for a project we launched directed at
the emerging online industry. My team was
In college I was the weekend Decorative Products responsible for research, data collection and
Manager at Rodda Paint, a position I was given compilation. We were able to put together a full
after achieving top sales for the store and the directory and sell it within four months while
following year, top sales for the entire company. creating a number of events through strategic
This involved dealing with customer issues, our alliances with LARTA (Los Angeles Regional
sales staff, scheduling, tallying the receipts and Technology Alliance) and LAwNMoweR (LA New
closing out the cash register in addition to Media Roundtable).
maintaining my department in the store.
I left the Business Journal and continued to work
At The Herald I managed an area 350-square miles in with LawNMoweR on a freelance basis in addition
area with 94-reports, 46 of whom were direct. I was to several dot-coms where I set up the sales team
in charge of hiring, training, supervision, running compensation formulas, collateral material, systems
sales crews, collections, service quality and on and hiring processes. These included contract
occasion, firing people. In the two years I held this stints with 4Therapy.com, Matchnet.com,
position we achieved District of the Month 3 times GLBTQ.org and several assignments for
and District of the Year in 1992. My boss retired iAgency.com, including creating the broadcast sales
after that and I was promoted. team manual and hiring criterion for an online
television network launching in 2000.
37. At PDSA, a software company as Director of Sales
Management
and Marketing I was in charge of the sales team
and direction. September 11th added challenges as
we watched sales evaporate. Realizing security
and government contracts would be the best place
to focus our team, I began researching and setting
the stage for ISO-9000 and other required
distinctions in addition to isolating and marketing to
two other specific industries: institutional and
education. Contract Position
At Matrix I acted as the Director of Marketing,
assisting the VP of Sales identify and isolate new
markets. We ultimately settled on the
wifi/hospitality market, given telecom was in decline
and heading toward VoIP. Though I didn’t have a
staff under me, at Matrix I was in charge of defining
the direction and creating a brand image in the
marketplace. Contract Position
Start2Promote our family owned business encompassed 7-companies. I split my time between it and Couples
Company from 2001 – 2006. Here I worked as the Director of Sales and Marketing with a variety of industries and
products while managing a diverse set of independent sales contractors in each key category. The owner, Paul
Donner was one of the top sales force trainers in the 1980’s (Paradigms for Excellence) and mentored me on many
of the sales tactics he used as well as bring me in on negotiations in China with manufacturers. Together we spent
several years building these companies. He taught me the ins-and-outs of retail distribution and channel
development. Start 2 Promote, Bella Caffé and BioSport, the beverage companies were sold in 2006. I continued
to work with him as Marketing Director for MindSpa until March 2008 when I left for Saudi Arabia.
38. Management
Couples Company was the most challenging management
position I’ve held as Publisher, VP of Marketing and
President. I had to bring onboard the executive team and
administration in addition to contracting and managing our
20-experts and contributors. Keeping everyone on track
and focused was my biggest challenge. Most of my Couples Company is a concept I built from
people were the top doctors, lawyers and marketers in the ground up beginning in 1996. From
their industries. By 2003 we had 27-people working with business plan to bootstrapping, launch,
us. doing the VC dance and running it, I put
my heart and soul into this for over 10-
I was fortunate at the Business Journal and The Press years and am in the process of selling it.
Enterprise to be under Maria Flannigan, (LABJ) and Tom
Paradis, (PE). In both cases my superiors realized I had
the online skills and understanding of the industry to lead
and teach the rest of the sales staff how to package, sell
and excel with online advertising. Both allowed me to A natural leader, my
become the go-to person for matters dealing with Internet philosophy is very simple.
advertising, often permitting me to lead sales meetings on
the topic.
Treat professionals as
Additionally I’ve had special sales training in NLP professionals.
(neurolinguistic programming) and graduated from
Kendrick Cleveland’s Business Builders 10-month sales
program.
Don’t micro manage.
Over the past 20-years I’ve spent significant time
researching consumer behavior, psychology and effective Share the glory but take
communication. I’m fascinated by what motivates people
and how we communicate. responsibility for failures.
39. Product Packaging Bella Caffé Label Redesign:
Beverage Industry
Bella Caffé is one of the two
beverages I was tasked with
marketing. We successfully sold both,
Bella Café and BioSport, a low calorie
sports beverage, to a competitor in
2006. Bella’s first label, though
effective, didn't communicate what the
product was nor its major selling
points: 99% fat free, 50 calories with a
great taste--which I changed to the
stronger, ‘exquisite taste’.
The original label (next page bottom)
was designed by another firm and did
receive an award for logo design. To
me, it lacked pizzazz and kind of just
sat there on the shelf. I disliked the
Espresso font used. I felt it was too
hard to read and the color scheme
didn't pick up on the richness of
coffee. To the left is the version the
client chose after I redesigned and
changed the logo. Some of the
versions he didn’t choose are on the
next page. We incorporated the new
look into their promotional and POS
marketing.
40. Product Packaging
To the left are two
other versions of the
new label design.
The bottom label is
the original.
Frappacino, the
product by
Starbucks was the
primary competitor
of Bella Caffé.
In the test markets
conducted, (SoCal)
we outsold
Frappacino in the
stores that carried
us and we came in New Product Concept: Beverage Industry
at 50 calories versus (Above) My client had an idea for a new product
their 140. Our drink extension based upon their current success with
was thicker and BioSport®. They needed a name and a look that was
used Splenda as a complimentary to their current product line to show
sweetener instead of investors and they needed it fast.
sugar.
We came up with the name Acheve and I
created 10-different label concepts in two days
featuring athletic women. The colors were
chosen to represent youth, excitement and
natural health. The only instruction I had was
"no black".
41. Technical Writing
& Product Manuals
When you market a product, inevitably you need to create the operation manual that goes with it. The
MindSpa (left) is a technical product with a manual including more than 40-pages of information, graphs and
instruction. The Thera-squeeze, (right) is a simple product. We needed to create a manual that could fold to
2” X 1.5” and include all the information necessary to use the product, including hand exercises and the
required health warnings and disclaimers.
Paper versions of manuals available on request.
42. Luxury Product Packaging
& Marketing: The Hästens MindSpa
Bottom portion of the box. Hästens sells beds that range from $20,000
The top fit over completely to $65,000 each. In 2007 the owner and
and snuggly in solid dark blue inventor of MindSpa entered into a
with raised silver logos partnership with this luxury mattress
company and created a special MindSpa
System for it that retails for $2000. The
regular version retails for around $350.
As the Marketing Director, I was tasked
with creating the packaging and a owners
manual that would compliment Hästen’s
high standards while promoting the
purchase of the co-branded MindSpa.
Hästens uses grey and dark blue for its
marketing and is recognizable by the navy
and white checkerboard mattress cover.
Playing on this theme I created a solid dark
navy blue box with silver embossed writing.
The trickiest part of this was including a
Box interior I designed gray foil interior to the box. Everything had
in a silver foil. This is to say ‘luxury’. As navy is a power color
the printing outline associated with class and sophistication,
the box and the redesigned Mindspa that
now uses similar technologies as the
iPhone, was a hit with the manufacturer
and the inventor.
43. Luxury Product Packaging
& Marketing:
The Hästens MindSpa
To the left is the cover for the brochure
and the quick start guide, mechanical
drawings and general information I put
together for the company. Below is the
finished box and presentation of the
Hästen's MindSpa.
From 2001 through mid-2008 I was
materially involved in the marketing,
sales and product presentation/design
of this amazing tool. I continue to be
quite proud of this product, use it
myself and market it through my own
properties.
44. Illustration
& Art
If there is a way to be creative in my
work, I’ll find it. This can be arranging
unusual partnerships, creating new
products, designing the marketing or
simply drawing maps, graphs or specs.
Most the work I do today uses Illustrator, Flash
and Photoshop though I do paint and draw in
my spare time.
The painting shown here is my first attempt in
acrylic at an abstract. The actual painting is 4
feet by 6 feet and three dimensional,
measuring between 2 and 8 inches thick. I
used gold leafing, acrylic, multiple canvases
and plaster to create this in addition to metallic
and pearl paints.
On the following pages you’ll find some of my
favorite illustrations of the past two years.
45. Illustrations
Creating composites for news
stories and features online is
something I’ve always enjoyed.
These pictures were created
using Photoshop and Illustrator
for the children’s book I co-wrote
and illustrated, the Storybook
Advent Calendar. To create
each took about 4-hours and
used a total of 7-15 different
photographic elements, original
drawings and various other
pieces.
The picture to the left is from the
adapted original story Thomas
and the Christmas Orange. Set
in the nineteenth century,
Thomas is sneaking out of the
orphanage and just got caught by
the head mistress.
The picture to the right is from
another adapted original story,
Finding Christmas. Meredith
hears something in her living
room and is going out to see
what it is in a modern day story
explaining the symbols and
meaning of Christmas
46. ILLUSTRATIONS
This was the most difficult illustration I
created for the Storybook Advent Calendar.
The door and floor originated from the same
photograph I took of a barn door. It’s actually
the same piece of art, just manipulated
differently.
The brick wall came from a picture of a
house. The dish was created in Illustrator
and the oranges from another piece of clip
art. The oranges proved difficult, utilizing a
picture and distorting them to make them fit
on the plate like they belong. The little girl is
clip art but took a lot of work to get the angle,
shadows and colors right. Even adding the
loose wires on the wall with a shadow took
some time. But overall, I really like this
illustration.
The story is Thomas and The Christmas
Orange. In the story the children receive
oranges as their only Christmas present.
Thomas isn’t given one and he’s locked in his
room for the day because he stole out of the
orphanage the night before to find firewood.
The kids all take a wedge off their orange,
hide them in their pockets and when the head
mistress isn’t looking, shove it under Thomas’
door so he can have a Christmas orange too.
47. ILLUSTRATIONS
One of the challenges in
producing the Storybook
Advent was time. I had just
three weeks to finish writing
seven stories and do thirty-
five illustrations if we were
going to get it out in time for
the 2008 holiday season.
My partner, Michael Brech,
had the added responsibility
of recording the twenty
songs for the Storybook
Advent Carols Collection.
While I was drawing, he was
playing and recording.
Utilizing an electronic
canvas I eliminated several
steps painting these pictures
would have required. It
proved an excellent
decision. Parents and
children absolutely loved the
book and raved about the
illustrations.
48. ILLUSTRATIONS
A client wanted to do
something special for his
aunt and uncle who were
celebrating their fiftieth
wedding anniversary, but
he also wanted it to
touch on their heritage.
Armagnac seemed
appropriate, given it’s
aged 50-years and gets
better with time. The
colors used were based
upon the couples’ first
home in Nazareth which
had blue and sandstone
tile.
We carefully removed the original labels and replaced them with the labels I had
designed. At the party, attended by over 500 people, this gift was a huge hit and
my client was thrilled.
49. Illustration, Layout & Design
Project Wentworth was an unusual assignment.
This magazine, Aging with Style had done a feature on husband
and wife team and dual authors Ted and Diana Wentworth.
The problem was, the magazine reprints were hideous and
couldn’t be used by the authors. The magazine itself had no
style in layout and major grammatical issues.
Unfortunately I only had the slick stock
reproduction to work and it scanned
horribly. Solution? I chose to fix the
Rita Moreno photo by airbrushing
away the pixilation and then setting it
at 40% opacity.
Additionally I reformatted the pages,
added a little color and used the yellow
rather than pink version of the book.
In place of the ad, we decided to
promote the software program that
accompanied Ted’s book. Though the
front of the magazine was a challenge,
the inside needed serious CPR!
Continued…
50. Illustration, Layout & Design
It’s true, you don’t see mistakes until the article is published, but how could a magazine not see the title is missing?
Yikes! The spacing, kerning, lack of captions under the photos, washed out colors and poorly cropped photos added
to the mess. Resetting the type was the hardest part of this redo. The rest of the layout is pretty much magazine
common sense. Upon completion, the authors, (and the magazine to my surprise) were delighted with my
reformatting and repackaging of this story. This was done with Illustrator and Photoshop. It prints out at 11 X17.
51. Affiliate & Sales Promotion
for Online Portals
Arts and Crafts Mart needed an associates sales
kit that reflected the artistic hopes and dreams
professional artisans have. We needed to convey
within 10-pages everything necessary to
becoming a part of the largest online craft fair in
the world both digitally and with hard copy.
After defining the parameters for sales,
commissions and placement, I chose a painting by
writer/actor/producer/artist friend of mine, Gary
Conway. This way I was able to capture the free
spirit of artistic endeavors and also quietly
promote his upcoming Indy film, A Woman's
Story.
52. Letterhead & Image design
For many high tech companies, the
crash of the stock market post 9/11
brought a noticeable attitude shift
away from the frivolity of the internet
boom.
To get the business, tech companies
needed an image that stated they
were serious, stable and here to
stay. For many, this meant redoing
everything as was the case with
PDSA.
With this client, I classed them up and
added some creative elements to
convey uniqueness. We wanted
potential clients to know PDSA was
not your average kaki wearing, fly-by-
the-seat-of-your-pants software
development and training company.
Institutional buyers were specifically
comforted by the new format. They
Most companies forget about one of their
said it added instant credibility to the
most powerful pieces of advertising:
letterhead and business cards. This is often company.
the first impression a company has of yours.
53. Logo & Image design
I’ve always enjoyed creating logos
and I’ve done over 20.
The following are a sample/
Top: ALC, Any Local Charity
Brandoa Publishing
Matrix Networks was a redesign
Start2Promote
Bella Caffé Redesign
Couples Company, Inc.
54. High Tech Marketing:
Direct Response
Turning Tech Speak
into Executive Speak:
Targeted to Government SBA
requirements and companies needing
IT skills training, I developed this
unusual direct marketing campaign for
my software client PDSA.
The biggest challenge we had was
timing. This was during the anthrax
scare right after 9/11so envelopes
were out of the question.
What I did was create a tri-fold non-
sealed mailer and followed up with a
postcard and an e-mail blast. We sold
out of the product with this campaign!
55. High Tech
Marketing:
Direct Response
We used postcards and e-mail to get the word out
about PDSA. We found that technology buyers
often kept postcards for months and would call
when a need arose. The back side broke traditional
direct mail rules. We included a laundry list of our
services and the SIC and Government numbers
needed to qualify us in the buyers mind.
Normally this isn't done in direct mail, but for our
purpose, providing the CTO, CIO or IT Director with
an easy to access summary of our services and
approaching Government, it worked. Many people
thanked us for making it so easy (though my
agency friends rode my case about the layout).
56. Journalism
Profile of a Community was my first journalism project, which was actually advertorial. When it won the WCCA 2nd
place award for Best New Product and Promotion, I realized I enjoyed writing. Today I cover the Middle East with
a partner and we publish under his name for several European publications and in the US as well. We’ve won
several international journalism awards, two this past year alone. I’ve also been featured as an expert on the
television program Bridges with Lubna Hussein in Saudi Arabia, (my appearance in April 2008 was the highest
rated show of all time) and on the radio show Middle East Focus with Don Bustany KPFK. Because my writing
partner has been targeted, tortured and attacked for our stories, I will provide samples to those who ask, offline.
In addition to covering foreign policy and human rights, I also write feature stories covering relationships, psychology,
interpersonal communication, health, identifying propaganda and anything else that strikes my fancy. 70% of the
articles on Couples Company I’ve written or contributed to. I’ve appeared on television and radio discussing
everything from Supermarket Sex to the 8 Stages of Intimacy and about trends in gift giving. Some of my readers
favorite articles are below:
8 STAGES OF INTIMACY
THE FOUR STAGES OF GRIEF
WHY WOMEN CHANGE LAST NAMES UPON MARRIAGE
NARCISSISM
What It Is & How to Recognize It
COPING WITH SINGLE-HOOD AS A WOMAN IN YOUR THIRTIES
BUT DAD, I HATE MATH!!!
GOAT POLITICS: A Satirical Look at Government
Dr. Abdullah Bin Abudulaziz Al Rabeeh (FRCSC) is the
CEO and Head Pediatric Surgeon at National Guard
Hospital in Riyadh. Here I am interviewing him in May
2008 about the two upcoming twin separations, (both
successfully completed Fall ‘08) for some articles and a
book on doing business in Saudi Arabia.
57. Testimonial
Laura Lewis is an excellent writer and editor with a deep understanding of the
issues and politics in the Middle East.
Matt Horton
Director of Public Relations,
The Washington Report on Middle East Affairs
58. PHOTOGRAPHY
I started doing professional photography by
accident. My clients at The Herald
were builders and real estate agents
and I discovered if I went out and shot
the photos, they’d advertise. At the
time, newspapers were reeling from a
number of lawsuits tied to the Fair
Housing Act.
According to the law, descriptive words like
‘bachelor pad’ or ‘walk to the beach’.
were discriminatory. We also needed
people of color in at least 30% of the
ads. Unfortunately, the clip art
collections didn’t provide diversity.
Fortunately, an afternoon in any park
in Seattle did. In one ad for Dujardin
Homes, I featured an Asian family
exclusively. That builder had 60-
Asian families show up that weekend
and sold 8 homes off that one ad! He
and a lot of builders in the area were
sold on ethnic advertising after that!
This photo from Kenn, England (near Exeter) is an optical illusion. The hill The next several slides include a collection
with the tree is actually 1/8th of a mile away from the pub. By taking it from of recent photos. None of these are
this angle with a wide angle lens, the hill looks like a thatch roof. Pub was posed or in a studio setting. A fan of
built in 1290 AD. Monet, I like to use natural light and
seek candid shots whenever possible.
These have been used for articles,
books, calendars and other projects.
62. PHOTOGRAPHY Sunrise on the
Manhattan Beach
Pier
Waiting for Mom
Manhattan Beach, CA Morning Run
On top of the world
Clean
Streets, MB
Vertical Rowing
Chasing the board After morning surfing class
63. LAURA DAWN LEWIS
Manhattan Beach, CA.
Office: 310-594-3728 ■ E-mail: public@couplescompany.com
Linked In Profile: http://www.linkedin.com/in/lauradawnlewis
Revenue Wrangler & Biz-Dev Innovator
20-years of experience working with a variety of industries/cultures in management, online marketing, sales, business development,
journalism, partnerships and distribution. My specialty is identifying, developing and implementing new revenue streams by marrying trends
with the needs of buyers through the repurposing or repackaging existing assets, usually intellectual property. Central to this process is the
essential triple play win. Win for my employer. Win for our customers and win for our partners/suppliers/buyers. In short, I’m a revenue
wrangler. I find new business and new revenue streams using creativity, strategic alliances and innovation.
Software Expertise: Illustrator, Photoshop, Word, Excel, PowerPoint, FrontPage
■ Online Marketing ■ Strategic Planning ■ Channel Marketing & Optimization
■ Online Merchandising ■ Brand Integration ■ Contract Negotiations
■ Agency Management ■ Event Planning ■ Sales & Business Development
■ Major Accounts ■ Event Management ■ New Product Development
■ Social Network Marketing ■ P&L Management ■ Excellent Public Speaker
ACHIEVEMENT HIGHLIGHTS
1999-2008: Online Marketing, Research, Strategy and Implementation, (Contract and Freelance)
■ Successfully launched four niche internet businesses taking each idea from conception, business plan and financing
through launch, contracting 27-experts, directing editorial and overall strategy.
■ Received the Linkshare® Best Online Merchandising award for the development and execution of ‘The Girlfriend
Store™’, selling products based upon the number of months dating.
■ Successfully created, co-wrote, illustrated and co-produced children’s book and CD collection, The Storybook Advent
Calendar™ and Storybook Advent Carols Collection™. Fundraiser for non-profits leveraging affiliate programs.
■ Multiple consulting contracts covering online, sales force development/compensation, advertising, marketing and channel
optimization through vendor and non-traditional marketing. Consulted in the following industries: Telecom, Beverages,
Electronics, Education, B2B, Wifi, Media, Advertising, Software, Publishing, Non-profit and Consumer Products.
1996-1998: Channel Development, Business Development, Partnerships and Sponsorship
■ Conceived, researched, negotiated partners and executed the Demystifying the Internet Executive Roundtable resulting
in $40,000 direct revenue, $500,000 indirect to the paper and $1.8 million in sales to the sponsors within 3-weeks.
■ Developed 27-platforms of Revenue Generating Marketing. Through these created three new quarterly publications and
tripled the revenue of the technology desk during my tenure. Mentored my co-workers on the 27-platforms to increase
revenues. As a team, we broke all sales records for the organization in 1997 & 1998.
1989-1995: New Product Development and Management
■ Advertising: Conceived, researched, negotiated partners and executed the Snohomish County New Home Tour resulting
in $100,000 in revenue to the paper and $7-million in home sales. The system I created is now the industry standard.
■ Received ‘readers choice’ award for the New Home Directory, to the dismay of Editorial.
■1st and 2nd Place WCAA Awards1994, Best New Product and Promotion: The Agent Guide and Profile of a Community.
■ Circulation: Received Assistant Manager of the Month Award three times and District of the Year 1992. Sales force
outperformed all other districts by 300% while concurrently achieving the lowest turn-over in subscriptions and carriers with
the lowest number of complaints that year. 46-direct reports within 350-square miles of territory.
2004- 2008: Middle East—Culture, International Business and Journalism
■ 2008—Contracted by Saudis with co-author to create a book on doing business in Saudi Arabia, navigating the culture
and exposing misconceptions for Western business executives. Continued project from United Kingdom, Q3 & Q4 2008.
■ Assisted on research for multiple projects including increasing medical tourism, oil industry/political implications on
international business, technology industries, Islamic/Christian relations.
■Currently edit and co-write 3-6-monthly articles for international publications covering current events in Middle East. My
partner and I have received 3-international journalism awards, 2 in 2008, since we began working together in 2004.
64. PROFESSIONAL EXPERIENCE
PUBLISHER, PRESIDENT, FOUNDER
Couples Company, Inc, Wildomar, California
Online portal for people in relationships
Achievements: Created the concept, researched, developed and executed the idea into a successful online portal. Attracted and hired
the management team and officially launched the site in 2002, building it from scratch after turning down $2.5 Million in VC in 1999.
Invested my own money, contracted with all partners/strategic alliances including managing 27-experts from variety of fields ranging from
fitness to psychiatry. Within 18-months of launch the site achieved150,000 unique visitors per month. Seventy-five percent of the articles
and 95% of the graphs I designed/wrote. Our original content has been quoted at The Council on Foreign Relations (Sept 2005), used by
multiple universities including John Hopkins and our features are consistently cited by experts in various fields. 1999-2009
ONLINE & OFFLINE NEW BUSINESS DEVELOPMENT, ACCOUNT MANAGEMENT
The Press Enterprise, (AH Belo Corporation), Riverside, California
Daily newspaper & magazines: 650,000 readers
Achievements: worked with my team, successfully teaching them and corporate the ins and outs of online promotion, how to sell online
ads, sponsorships and other virtual products in addition to print. Led the division in online sales, culminating in a year-long contract with
Concordia University which net $25,000 in 2008 and provided the University exclusive access to graduating seniors and their parents
within a 30 mile radius of the new campus. 2006-2008
DIRECTOR SALES AND MARKETING
Start 2 Promote, Oceanside, California
Industries: Consumer beverage, hi tech health technology, utilities, telecommunication, promotional products
Achievements: Materially involved in the product packaging, logo design and promotion via media, POP, channels and resellers: Bella
Caffe™ and BioSport®, a coffee drink and sports drink; MindSpa™ (health electronics) product packaging, advertising and design for NFL
Yearbook; Thera-Squeeze®, therapeutic stress relief; Telocate®—800 service for finding lost items; Composite Technology Corp—core
utility conductive wiring which carries double the electricity in half the time. S2P family owned. Company sold in 2006.
DIRECTOR OF MARKETING
Matrix Networks, Portland, Oregon
Wireless & telecommunications company
Achievements: Designed full multi-media marketing campaign to promote WiFi integration into the hospitality industry including all ads,
brochures, website, company logo, POP/POS and event sponsorships, including the Jeld-Wen Golf Tournament utilizing a new idea,
phone key pad marketing in the press room. Contract: 2002-2003
DIRECTOR SALES & MARKETING
PDSA, Inc., Tustin, California
Software applications and development company
Achievements: Post 911, new markets were needed for this software developer. Identified the vocational education industry and
government contract work given impending war as the most viable. Created the direct response campaigns, including assembling
necessary target lists of institutions while laying the foundation for future government contracts, ISO-9000 certifications and clearances.
Contract: 2001-2002
WESTERN REGION ADVERTISING ACCOUNT MANAGER
POGO.COM, San Francisco - Glendale, California
Online Games Portal—26million monthly visitors: 1999-2000
SENIOR ACCOUNT MANAGER High Tech
PROJECT MANAGER
Los Angeles Business Journal, Los Angeles, California
#1 Business weekly in U.S. (June’98); 340,000 readers: 1996-1998
ACCOUNT EXECUTIVE,
KZOK/KMPS, (CBS Radio Group), Seattle, Washington
Radio: Classic Rock, #1 M18-49/Country, #1 A25-54: 1995-1996
SENIOR ACCOUNT EXECUTIVE, Real Estate
ASSISTANT DISTRICT MANAGER, Circulation
The Herald, (Washington Post), Everett, Washington
Daily newspaper—150,000 readers: 1989-1995
. CENTRAL WASHINGTON UNIVERSITY
Ellensburg, Washington
BSBA MARKETING
Ongoing Education (2-3 programs per year) in Psychology, Internet/Ecommerce and Executive Education programs.
Completed Kenrick Cleveland and Harlan Kilstein (2005) Business Builders/copywriting 10-month course
LANGUAGES: English & Portuguese = Fluent; Spanish = Conversational, Arabic = Amusing
Laura Dawn Lewis ■Manhattan Beach, CA ■ (310) 546-3728 ■ public@couplescompany.com
65. Thank you for previewing my work.
Please let me know how I can help
you succeed!
Laura Dawn Lewis
Manhattan Beach, California
310-546-3728
public@couplescompany.com
References available upon request.
