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Marketing / Branding / Communications

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W H Y D AW S O N MA R K E T I N G G R O U P
We think differently, each time, every time. There is no cookie-cutter
plan or template that we use. No mold or pattern. Each project, each
client is treated in a unique and innovative fashion. We consistently
push the margins of thinking and creativity. We understand that the
best plans combine a strong vision with choreographed action and
meticulous execution. We collaborate with you and act as an objective
extension to your team.
We are proven experts who have led successful branding efforts
time and time again, in a wide variety of business environments from
luxury goods to non-profit organizations to B2B.
We employ a strategic branding approach, rather than simply a mar-
keting approach. Our approach will allow you to build a lasting brand,
strengthen an existing brand, revitalize a stagnant brand, and manage a
current brand. Our approach breeds new thinking and incubates ideas,
turning them into viable solutions for continued growth. We focus on
every point of contact between the brand and its constituents.
We believe that we will make the best partner for you and your team,
because we work alongside you to bring your vision to life and develop
marketing communications that will differentiate the brand and
connect with your target on an emotional level. We look forward to
working with you.
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J A M E S F. D A W S O N , C B C BIOGRAPHY
PRESIDENT
After managing the Dawson Marketing Group, a top 25 design firm in Boston
(per the Boston Business Journal) for 15 years, Jim relocated to Southlake and
re-opened his agency.
An award-winning marketer, he has created programs for General Motors,
Anheuser Busch, Verizon, American Express, the World Trade Center Boston,
Hyundai, the Harvard Medical School, Carlson Wagonlit Travel and others.
Prior to starting his agency, he held marketing roles with Liberty Mutual, DuPont
and Kendall, a $1 billion division of Colgate Palmolive. Organizations includ-
ing the New England Direct Marketing Association, the Medical Marketing
Association, International Association of Business Communicators, and the
Health Care Exhibitors Association have recognized programs he developed with
various awards. Publications such as Marketing News, Exhibitor Magazine,
Sales and Marketing Magazine and Crain’s New York Business Daily have fea-
tured articles pertaining to campaigns he created. The Trade Show Exhibitors
Association recognized a program he created with the Most Remembered Exhibit
of the Year Award, and the Public Relations Society of America and Retail Mer-
chants Association awarded him a Best Promotion of the Year Award.
A journalism graduate of Northeastern University, Jim also holds a Certified
Business Communicator (CBC) designation from the Business Marketing
Association, a masters-level certification achieved by less than 5% of
professionals nationwide.
Jim is Past-President of the American Marketing Association, Dallas-Fort Worth,
a member of the Dallas Advertising League and the DFW Interactive Marketing
Association. He has been a Marketing & Creative Judge for the Annual Crystal
Awards hosted by the Houston AMA Chapter the past two years. He has also
been a Promotional Judge for the Sizzle Awards - a national competition for promo-
tional and event marketing hosted by Exhibitor Magazine. He is past-president
of both the American Marketing Association and the Business Marketing Asso-
ciation, Boston, and a past-chairman of the Trade Show Exhibitors Association.
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C H R I S TO P H E R J . S A M U E L S BIOGRAPHY
CHIEF RESEARCH OFFICER
In the realm marketing research, customer satisfaction and market segmentation,
Christopher has few peers when it comes to developing studies that deliver the
essence of what a client absolutely needs to know. In addition to driving research
and strategy development at Dawson Marketing Group, Chris is CEO of
CommunitasOnline, a Web-based research company that utilizes a proprietary
technology to fully integrate open- and closed-ended questions in a single study.
Previously, he was the CEO/Founder of the Center for Strategy Research and
directed strategic marketing and segmentation work for national and interna-
tional clients. This includes assignments for McDonald’s, Disney, FedEx, IBM,
3M, Charles Schwab, Bank of America, BP/Amoco, Greater Baltimore Medical
Center, AIG, JP Morgan Chase, Apple, EF Educational Tours, California Teachers
Association, CARE and OnStar.
Previously, Chris directed the Boston Consulting Group’s (BCG) business and
technical research facility, Business Data Analysts. Before working with BCG,
Chris, in partnership with Mitsubishi International, was a director of Information
for Business, an industrial research firm. There, he oversaw the development of
research methodologies while working with the firm’s clients on new applications
of commercial and industrial research.
Chris began his career in business at McKinsey & Company, management con-
sultants, where he was Director of Research.
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S H AY N E W A S H B U R N BIOGRAPHY
C R E AT I V E D I R E C T O R
Shayne spent 12 years as creative director at The Richards Group, one of the
most prestigious design agencies in the southwest. Being internationally recog-
nized in publications such as Graphis, Communication Arts, Print Magazine,
How Magazine and receiving Gold medals in the Dallas Society of Visual
Communication competition, Houston show and Tops, Shayne now oversees
creative for the Dawson Marketing Group.
Shayne has been recognized for his work with clients such as Homegate Studios
and Suites, Lone Star Park at Grand Prairie, The Dallas Symphony Derby,
First Baptist Academy Dallas, Briggs Equipment, El Paso Chile Co., USA
Cycling Federation and Hartco Flooring. He has also worked with Pilgrim’s
Pride, Baylor Hospital, Children’s Medical Center, The Home Depot,
Wyndham Hotels, Chick-fil-A, Prudential, Putnam Penguin Publishing, Pergo
Flooring, The Dallas Country Club, Texas A&M Foundation, Greyhound Inc.,
Sub-Zero and Junior Achievement of Dallas.
Branding campaign efforts have been led and created for clients such as
Children’s Medical Center of Dallas, BoardSource, GuideStone Financial and
Akiba Academy of Dallas. Each presented unique obstacles and required custom
solutions to meet specific needs.
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BOB KAPLITZ BIOGRAPHY
V I C E P R E S I D E N T, N E W M E D I A
In the realm of new media and integrating online video to communicate a mes-
sage or engage an audience, Bob is a master at developing content that resonates
with viewers both on- and offline. So whether it’s a compelling testimonial, a new
business program, an interactive presentation or creating a compelling story that
demands to be told in any media, Bob is a true expert.
He started his career on the television side as an intern with Dan Rather, and
has covered a variety of people ranging from Janis Joplin to Janet Reno,
covered Miami Vice — the real thing, reported on organized crime for the CBS
Evening News with Walter Cronkite and CBS Radio, and was selected as
the Best TV Investigative Reporter in North America. He has also written for
publications including Broadcasting Magazine, the Dallas Morning News
and numerous Web sites.
In following his passion for online media, Bob volunteers as vice president of
new media for the American Marketing Association’s DFW chapter. He also
serves as Director of the New Media Institute and adjunct professor at the
University of Dallas Graduate School of Management where he teaches inter-
national advertising as well as advertising and marketing communications. He is
a member of the University of North Texas’ Advisory Board in the Department
of Radio, Television, and Film.
Bob earned an undergraduate degree in psychology and a masters degree from
the renowned Newhouse School of Communications at Syracuse University.
He’s certified as a process leader in innovation by the global company, Synectics,
and studied at the Center for Creative Leadership.
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JENNIFER BURK BIOGRAPHY
MEDIA DIRECTOR
Offering over two decades of hands-on media and account service experience
with full-service agencies (J. Walter Thompson, McCann Erickson, The Bloom
Agency), Jennifer has worked on national and regional accounts. At JWT, she
supervised media research, planning and buying for 26 offices. Her respon-
sibilities included analyzing primary and secondary research available to sup-
port media recommendations; target audience demographics, media habits
and lifestyle analysis using MRI, Scarborough, Demographics Now and other
resources; competitive media analysis using CMR; geographic and demo
graphic analysis and media targeting; media approach, strategy and plan devel-
opment, including rationale for media recommendations; media evaluations;
media budget allocation; media buying and negotiations using Strata; negotia-
tion of value-added and merchandising opportunities; integration of online and
direct response media; developing and/or recommending opportunistic media
packages for agency clients.
Her account experience includes B2C, B2B, direct response, corporate and
employer branding, and tune-in advertising. Specific national and local media
planning and buying experience includes broadcast, newspaper, consumer and
trade publications, out-of-home, direct mail, non-traditional and interactive.
Among the accounts she has served are: CitiMortgage, FedEx, General Motors,
Home Depot, May Department Stores, Shell Oil, Starbucks, Tenet Healthcare,
EMSI, VHA, Galderma, Harris Methodist Health System, Panasonic Copiers,
Leon’s Texas Cuisine, Edward Jones and Wright Brand Foods.
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CLIENT EXPERIENCE
The team at Dawson Marketing Group has a proven track record of
success in building, repositioning, and managing brands for blue chip
companies. Marketing and branding accomplishments span a spec-
trum of categories/environments: luxury, entertainment, healthcare,
media, hospitality, packaged goods, retail, interactive, real estate, cos-
metics, public service, academia and non-profit.
Medical and Healthcare Clients: Consumer and Business-to-
Business Clients:
Baylor Hospital
Anheuser Busch
Children’s Medical Center
General Motors
Medical City
Verizon
McGaw Labs
Shell-Texaco
Splash Shield
Museum of Science
Bard Cardiovascular &
Electrophysiology State Street Bank
Sterile Design Clarion/ING Real Estate
Association for Professionals RVSI
in Infection Control
Decathlon Sports
Argon Medical
Federal Aviation Administration
Acufex Microsurgical
Ryan Construction
Har vard Medical School
Allegheny Flooring
Massachusetts Department
Glassbook Software
of Public Health
American Express
Maxxim Medical
Hanscom Air Force Base
Boston Medical Center
World Trade
Boundar y Healthcare
Center Boston
Parexel International
Boston Metro
Newton-Wellesley Hospital Newspaper
Beverly Hospital
Goldman School of Dental
Medicine, at Boston University
Destination Health
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