Case Studies
DIAMOND RESORTS INVITATIONAL
Launched and built The Diamond Resorts Invitational, a nationally televised official PGA TOUR Champions golf tournament. Usually the event comes first, then the title sponsor but we flipped the model, meeting wide-ranging goals at a fraction of the cost of traditional entitlements. Working closely with Golf Channel, we seamlessly integrated Diamond's Stay Vacationed message through nine hours of live programming. Further accelerated growth of the Diamond brand and point of differentiation through cutting edge promotions, PR, social media, national and local advertising and member communication. Results included:
SALES VIDEO
TV Ratings that exceeded regular PGA Tour events on Golf Channel
Generated $4MM in sponsorships covering half of the event’s production cost
Generated over $10MM in vacation ownership revenue
Raised over $2.3MM for Florida Hospital for Children
RADIO INTERVIEWS
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COPART
Led initial consumer marketing strategy for this $3B, publicly traded online vehicle auction company as they initially sought to penetrate the consumer sector.
Drove strategic execution of NASCAR and NHRA race team sponsorships designed to build brand awareness, communicate the unique value proposition and build relationships with vehicle-sourcing partners.
Negotiated official sponsorship with NHRA and led media planning/buying for Fox and ESPN advertising programs.
Led RFP process and served as executive point for market research, experiential marketing, advertising, media buying, branding and public relations elements of the consumer marketing plan
Created “The Copart Camaro” a digital webisode series to demonstrate Copart’s value proposition to consumers
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Copart Brand Introduction Ad
Copart Camaro Auction Webisode
DIAMOND RESORTS MASTERCARD
In order to overcome objections during sales presentations, create brand loyalty and have an effective tool to attract top sales talent, I created partnerships with both Barclays Bank and MasterCard to introduce a co-branded credit card program.
This valuable financing tool greatly increased sales conversion and generated over $3MM in annual royalties for Diamond Resorts.
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NBA.CoM
In 1995, at the dawn of the digital age, I introduced e-commerce to the National Basketball Association with the launch of NBA.com. Earned Commissioner David Stern’s approval and grew revenue from start-up to $4.1MM in three years. To best position the NBA to share in growth of e-commerce as a distribution channel, negotiated the league’s first equity-compensation alliance to provide merchandising and fulfillment for NBA.com store. Formed and managed partnership with Sports Illustrated to build a 4.2MM basketball fan database to support e-commerce and other direct marketing initiatives.
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Box tops for education
In response to saturated market with shrinking direct response rates, redirected focus to opportunities providing access to new marketing channels and to partners that offer compelling value propositions. Developed a three-way partnership to form this groundbreaking fundraising vehicle for General Mills, utilizing 65,000 program volunteers to access the deep and previously untapped affinity between parents and their children’s elementary and grammar schools.
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WHARTON
Co-founded the leading sports industry think-tank, the Wharton Sports Business Initiative and taught the course, Entertainment & Sports Marketing.
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Famous 58
Partnered with former NFL All-Pro, Carl Banks, to launch a branded line of BBQ foods targeted to the football tailgate party segment. Turned a vague idea into a start-up including product concept, competitive positioning, branding, manufacturing and distribution. Launched distribution through HSN and supported by online and experiential marketing programs.
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PENN ATHLETICS
As part of a brand fortification initiative for the University of Pennsylvania, oversaw audit of athletic brand and developed a strategy for the University of Pennsylvania’s licensed merchandise program.
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