Paul Daniel

Paul Daniel

Work History

Work History
2007 - Present

Group Circulation Manager

http://www.Kalmbach.com

Manage the marketing of four of the company’s 14 special interest magazines that generate over $4 million in annual revenue through domestic and international sales. Develop circulation strategies, and plans, utilizing direct mail, digital media, and partnership marketing. Manage execution of customized marketing programs, and budgets, with a goal of achieving circulation and profitability goals for assigned magazines, three of which are category leaders.

Researched and analyzed direct mail history for two magazines including offers, response rates, mailing lists and creative used in prior campaigns to acquire new business. Utilizing fresh creative on the mail pieces and more efficient use of lists, increased response and by 40%.

Crafted and implemented a program partnering with local astronomy clubs and a national outdoor specialty retailer on a multi-day event at locations across the country in major markets. This relationship-marketing program was successful from a branding standpoint with the goal of introducing campers to astronomy. Five out of the seven test markets reported a tremendous response and enthusiastic feedback from attendees. Two of the events were sell-outs.

Analyzed web metrics and successfully re-launched two magazine’s Web sites. In three months, one realized a 45% increase in subscription sales while the second increased by 50% surpassing goals.

Initiated a partnership with the nation’s largest earth science teacher association and a major advertiser in one magazine. This led to crafting a contest, utilizing USG (user-generated content), targeted toward students in grades 6-12 who were given a task to create a video project explaining a pre-determined astronomy-based topic. This co-branded contest was promoted via e-newsletters, Web sites, and list servers. The finalists’ videos were streamed on the magazine’s Web site where visitors voted for the winners. This marketing effort resulted in exposing astronomy and the magazine to the association’s 950 members who have now become brand ambassadors, the 300,000 students they teach, increased traffic to the magazine’s Web site and gained a larger commitment from the advertiser who had previously reduced their ad buy. This was the first USG contest at Kalmbach.

Tested dynamic overlay technology on one magazine’s Web site. The primary goal was to generate additional revenue yet appear unobtrusive to visitors. The overlay appeared in the lower left hand corner of the site’s home page and exclusively to non-subscribers. In one month it generated $12,000 in revenue exceeding expectations and was rolled out to other magazine’s Web sites.

1999 - 2007

Marketing Director

Laacke & Joys

Recruited to refocus marketing efforts, reverse a flat sales trend, and increase awareness of Wisconsin’s largest independent outdoor specialty retailer. Created branding strategies integrating advertising and public relations with an annual budget of $400k. Accountable for positioning, marketing, digital media, market research, public relations, and point of purchase promotions. Worked with outside design/advertising agencies. Reported to the president and interacted regularly with division vice presidents.

Conceptualized and executed e-commerce efforts leading to the launch of an online store utilizing the Yahoo small business platform and Campaigner program to integrate customer e-mail addresses into existing database. This led to sales that surpassed revenue goals by 20%.

Increased sales during 2005 Thanksgiving Day sale period 49% by developing and distributing a free standing insert (FSI) in Wisconsin’s largest newspaper. Integrating this tactic into media buy lead to a record sales year for the company.

Developed loyalty program and grew membership 10% each year via conventional and digital media. E-mail newsletter component experienced a 31% open rate while its conversion rate was near 49%. Deployed offer to house list for a promotion that generated $48,000 in sales.

Created a special event designed to increase sales in the competitive outdoor specialty retail market and gain media exposure. This urban adventure race, a first in the area, was an immediate success. It was marketed extensively on the Internet via Web sites, forums, social networks and list servers along with radio, media relations and POP. These tactics led to the first year filling up in just five weeks and by the third year participation doubled making it the largest urban adventure race in the country. The objectives of the event were exceeded. Sales the week preceding the event were up 25% and 40% on race day. The event received extensive media coverage in the Milwaukee market and extended throughout Wisconsin and the Chicago area including front-page four color articles, live TV, and radio coverage.

Employed extensive consumer research via focus groups and surveys to create brand positioning, pricing, and placement strategy.

1997 - 1999

Director, Communications

http://www.Curative.org

Hired as Director of Public Relations to manage all internal and external communications, media relations, special events, and preparation of the annual report along with the meeting. This provider of rehabilitation services was the largest in Southeastern Wisconsin with ten satellite centers. Within a year was promoted to Director, Communications, acquiring additional duties in developing branding campaigns. Drafted, presented, and negotiated an annual budget in excess of $250k. Coordinated and implemented organization-wide employee customer service training programs. Developed and implemented the crisis communication plan. Reported to president with daily interaction with division vice presidents.

Designed and maintained an eye-catching, award-winning interactive Web site for Curative. Prior to my arrival, this heathcare provider was without a web presence. The new site saw a traffic increase of 50% more visits over six months and lead to a 30% increase in patient referrals.

Enhanced media placements by introducing senior level management to medical reporters via a media tour and developing award-winning special events. As a result, the number of placements increased 40% including five front-page articles in local newspapers.

1991 - 1997

Senior Account Executive/Media Relations and Sponsorships

Strategic Marketing Consultants

Organized multi-day events, developed public relations plans, coordinated media relations, and contacted potential sponsors for a full-service agency specializing in event marketing and promotions for this boutique agency with an annual yearly revenue of $10 million.

Negotiated contracts with Fortune 500 clients including Ford, Mobil, Shell, American Airlines, and Trek Bicycles as well as managing the accounts. While there, revenue increased 20% by developing new marketing programs tailored to specific needs.

Expanded placements of stories about events in major metropolitan markets 30% after taking athlete/participants on media tours.

1980 - 1991

Assistant Sports Director & Reporter

WLUK-TV & WBAY-TV

Researched and investigated stories. Planned, organized, and scheduled resources while managing a staff of six employees.• Guided a sports department requiring the ability to make split second decisions using my thorough knowledge of the subject and reporting skills, which resulted in it receiving a number one market rating. Traveled extensively nationwide.

Education

Education
1972 - 1977

BA

UW-Milwaukee

Interests

Aviation, golf, motorcycles, running, science fiction and participating in forums.

Objective

Looking for new opportunities to use my unique marketing skills in an organization with a creative and flexible environment.

Awards

• Public Relations Society of America-Wisconsin Chapter: Four Excellence Awards

  and Two Awards of Merit

• American Hospital Association: Banner Award

• National Health Information Awards: Merit Award

• Wisconsin Healthcare Public Relations & Marketing Society: An Excellence Awards

  and Two Awards of Merit

• Healthcare Marketing Report: Gold Award, Bronze Award and Certificate of Merit

Summary

SENIOR MARKETING EXECUTIVE       Brand Management  -  Integrated Programs  -  Award-Winning Campaigns

Dynamic high-performance executive, seeking next big opportunity as a director/manager or brand manager. Proven ability to build brands through digital media, public relations, and special events. Broad experience in the following industries: magazine publishing, retail/consumer goods, healthcare, automotive, commercial and residential real estate, and broadcast. Consistent ability to hit the ground running, inspiring others and producing exceptional results within a short period of time. Successful presentation skills.

Skills

Skills

Multivariate testing

Viral Marketing

Relationship Marketing

Creative Campaign Development & Execution

Experiential Marketing

eMarketing

Branding and Positioning

What else I do for fun