Morgan brands 2012

Wesley A. Morgan
(314) 402-1202 cell
morganwes@aol.com

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

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

Wesley A. Morgan CAREER BRANDING HIGHLIGHTS

Van Munching & Company 1982
Heineken
Amstel Light

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

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

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

Key Learning
Communicate with the people that “make it happen.”


JVC 1983
Video Cameras
Video Tape
VCR/Television Sets
High Fidelity
Car Audio

Objective
Broaden the consumer appeal of JVC brand beyond aficionados.

Strategy
Thematic “We Take You There” campaign.

Tactical Examples
Heavy Print Media
-Buff publications
-Lifestyle
-Mass market
-Trade publications
Trade Shows
-CES
Dealer Kits

Key Learning
Consensus vs. Decision Maker focus (Japanese management style).


United States Marine Corps 1984
Enlisted Recruitment
Officer Procurement

Objective
Attract qualified candidates to USMC enlisted and officer opportunities.

Strategy
Spelled-out in annual mission statement.

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

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


Quick Service Restaurants 1985, 1990
Burger King
Pizza Hut

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

Tactical Examples
$4 pizza deal
Kids Night at Pizza Hut
Tie-in with Nickelodeon cable network programming
Hoop-it-up (3 on 3 basketball)
New products (pan lasagna, light pizza, etc.)
Local store marketing

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


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

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

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

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


Pepsi-Cola 1988-1990
Eastern Division
Western Division

Objective
Make marketing the point-of-difference in the cola wars.

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

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


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

Objectives
Maintain leadership in denture adhesive category.

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

Key Learning
Importance of healthcare professional recommendations to OTC product
success.


Pfizer 1991
Desitin Baby Skin Care

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

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

Key Learning
The FDA rulemaking procedure.


SkyBox International 1991, 1992
SkyBox and NBA Hoops basketball cards
Impact NFL football cards
Marvel Universe trading cards
Garfield trading cards
Disney trading cards
Star Trek trading cards
U.S.A. basketball cards

Objective
Create excitement in collectible market and maximize licensing relationships.

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

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


Campbell Soup Company 1992
Foodservice Marketing

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

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

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

Key Learning
Sales organizations need prioritization and focus to achieve sales mission.


SeaPak 1993-1994
SeaPak “oven crunchy” shrimp
Farm Rich frozen foods
SeaPak frozen seafood
Rich-SeaPak foodservice

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

Tactical Examples
Brand building TV and FSI efforts timed with sell-in
Broker display incentive programs
New product developments/improvements
Packaging initiatives
National restaurant show events
Trade roundtable
Point-of-Sale

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


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

Objective
Feature product releases and generate anticipation and excitement to spark
sales.

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

Key Learning
Retailers will be cautious if they sense consumer confusion.


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

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

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

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


Kramer Laboratories, Inc. 1996
Halfprin
SafeTussin
Charcoal Plus
Fungi-Nail
Healthy Nail
Digestol
Uro Femme

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

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

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

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


Boatmen’s Bank 1996
Bank Advertising

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

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

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

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


SBC Communications 1997-1998
Southwestern Bell
Pacific Bell

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

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


ADWEEK
what’s new portfolio


Clayco 2001-2004
Design-Build Corporate Communications

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

Tactical Examples
Public relations
Direct response
Print advertising
Trade shows
Collateral
Web site
Intranet

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


HBE 1998-2000, 2005-2006
Healthcare Facilities Design-Build Division
Financial Facilities Design-Build Division
Adam’s Mark Hotel local marketing
Corporate Communications

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

Tactical Examples
Public relations
Direct response
Trade advertising
Trade shows
Collateral
Web site
Hotel on-premise promotional materials

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


Thermadyne Industries, Inc. 2006-2009
Victor®
Tweco®
Thermal Dynamics®
Arcair®
Thermal Arc®
Stoody®
TurboTorch®

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

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

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

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


Crossland Construction Company
Crossland Heavy Contractors
2010-2011

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

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

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

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

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


RECRUITMENT/INTERNSHIPS/TRAINING EMPLOYEES BENEFIT

“In the last year alone, we’ve had interns from Pittsburg
FROM A COMMITMENT TO
State University, University of Oklahoma, Oklahoma State
University, University of Kansas, John Brown University,
LEARNING. A LONG LIST OF
University of Central Missouri, Missouri State, Fort Hays
State University, University of Northern Iowa, Indiana
State University, Texas Tech and Texas A&M,” says
TRAINING AND EDUCATION
Amy O’Brien, recruitment specialist at Crossland.
www.crosslandconstruction.com OPPORTUNITIES EXIST.
Ivan Crossland Jr., the company CEO knows very well that
individuals who excel as interns can become tomorrow’s leaders.
“We recognize the value of those individuals who are willing
to get involved in the business during their college breaks.
Many of them have told us the work brings a certain clarity to
their career path and we’re delighted to help them succeed
whether it’s with us or another construction contractor after
graduation. We are happy to be a part of their development.”

Employees at Crossland also benefit from the company’s
commitment to learning. A long list of training and
education opportunities exist including: Ironworking
and Carpentry apprenticeships, industry certifications in
concrete, equipment/crane operation, OSHA certifications,
storm-water pollution prevention, leadership in energy and
environmental design (LEED), computer training and safety.

10 11

Check Out Our New Website
• Quality design with
a friendly, inviting
appearance.
• Improved functionality
and usefulness.
• Intuitive navigation
system that makes it
easier to search.
• Enhanced ability to
locate specific projects
by category.

www.heavycontractors.com

SWPPP & Best Management Practices

GO SAFE JOB INFORMATION

CAUTION DANGER SECURE
FIRST AID
ACCESS
BE AWARE
MSDS Station
SITE
MSDA and First Aid Kit Personal Protective
OF HAZARDS Smoking in Designated Daily Cleanup ALL VISITORS MUST
at Field Office Equipment as Required Areas Only
at all times
REPORT TO JOB TRAILER


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

Masters of Business Administration
Marketing Concentration

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

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

Graduate
- Passed intensive program in Management Studies
- Worked as admissions counselor/representative
- Independent study with Harold Berkman
(Author of text: Advertising Concepts & Strategies)

Key Learning
Formal education reinforces my commitment to lifelong learning.


Associations/Affiliations
University of Miami Alumni Association
NNJ chapter chairman 1982-1986

New York Advertising Club
Member 1982-1989

Los Angeles Advertising Club
Member 1989

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

Advertising Federation of Miami
Member 1995-1996

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

Business Marketing Association
Member since 1991 and Certified Business Communicator (CBC)

Public Relations Society of America (PRSA)
Member since 1995

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

American Marketing Association
St. Louis Chapter
Member since 1997
President two terms

Advertising Club of Greater St. Louis
Member since 1996


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