c kohut - marketing communications samples and accomplishments

CHUCK KOHUT

capabilities & accomplishments

about Charles M. Kohut “Developing and executing creative customer centric marketing initiatives is what drives me. To me marketing is the act of solving a problem for the customer – it’s about filling their needs. Focusing on collaborative relationships and the creative thoughts behind serving the customer and growing organizational revenues are my goals. Innovative idea generation and process re-development to positively affect the customer experience while delivering against strategic intent is my focus.”

• Strategic Program Development • Influencing Customer Decisions through Relevant Promotional Creation and Implementation • Collateral Strategy Development, Creation, Production and Fulfillment • Presentation and Communication to Key Stakeholders • Integrated Marketing Communications /Tactical Execution • Creative Process Management/Accountability • Revenue Generation • Media Analysis/Innovative Communication Vehicle Sourcing • Agency Oversight and Management • Segmentation • Web Site Management • Advertising /PR Integration • Direct Marketing • Operational Process Development and Improvement • Proactive, Creative Problem Resolution • Integrating Organization Goals with Customer Wants

[email protected] • 630.790.4556 • 708.363.5271 • 544 Dawes Ave, Glen Ellyn, Illinois 60137 • linkedin.com/in/cmkohutjr

recommendations & endorsements

Bill Rehanek – Sr. Vice President

experience snapshot o Recreation/sports industry o Marketing strategy and execution focus o 30 unique properties managed

simultaneously o $30MM in revenue managed -

1 million rounds of golf annually o Operational process refinement o Sales process management

o B2B promotional agency o Sales focus o Production management o Process improvement

o Wireless communications o Strategic based customer acquisition and

retention focus o Product promotion and advertising o Branding and customer communications o Retail marketing o Process development, improvement,

leadership and education o Special event, sports marketing

success snapshot: incremental revenue o Situation

o Declining late season purchases o High levels of discounts o High advertising cost

o Tasks o Determine a new way to encourage core

customers to increase purchases and share of wallet.

o Identify customers/develop relevant approach.

o Action – 2 phase integrated program o Mid Frequency customers and Lost

customers targeted via data mining o 5 phase offer/single time offer o Personalized eblasts

Combined 3 Month Results

19,573 customers approached

45% avg response rate =

$240,777

In incremental revenue

success snapshot advertising/media plan development & results

1157% avg ROI Trib

1201% avg ROI Times

revenue generation – unique products/strategies

pre-paid golf and range

$450M annual

combined revenue

o Innovative product offering customers unlimited access for a monthly fee.

o Avg $29.99 per person per month o > 15,000 customers annually

generating new Customers/category creation

$100M+

realized

revenue

o Data derived customer segment identification – Women In Golf. A new way to teach the game.

o Product category creation

brand & identity

Subtle logo revision combined with communications campaign • 55% increase in local business..

re-branding

Creation of new brand identity and associated communications initiatives • 1st year results – 30% + increase in customers and revenue

New Identity team member - Integration of new brand throughout all associate and consumer touch-points

brand development and integration

brand & identity Way finding, and location Signage

Directing customer and providing informative and brand supporting signage was key to the rebranding of properties that needed to re-invigorate their reputation.

integrated product support

Media plan development & results

Opportunity: Increase per customer wireless usage by

offering expanded communications alternatives. Mobile to Mobile texting usage, at the time, was not a prolific as it is currently. A need existed to inform, educate and encourage.

Strategy: Develop an integrated communications campaign

designed to increase awareness of Texting product, and encourage current voice customers to increase their phone usage.

Tactics: Customers were reached via

- Outdoor - Bill Stuffers and in-store collateral - Radio - P.O.S. Materials and merchandising displays

outdoor store POS

brochure and bill stuffer


Brochure Bill Stuffer

Strategy: Segment specific consumer

types and encourage Texting. This effort supported a broader Texting education and product usage campaign.

“out of the box” solutions Opportunities: 1) Encourage texting, and resultant increase in revenue due to

additional per-message charges. 2) Mobile phones were increasingly coming under scrutiny as

users often used their phones at inappropriate times.

Tactics: “Out of the Box” Print ad , out of home

and in-store merchandising campaign . - Users 18 to 24 targeted with print campaign

placed in college and alternative newspapers. - Goal: develop arresting images that gained

attention in a humorous manner. - Message two-fold – use texting when you can’t

talk – and sometimes it’s not appropriate to talk. The same solution , texting, satisfies both revenue opportunities.

business objectives to communications strategies

product launch/support

Opportunity: Augment existing product line with

complementary products that fill a niche Strategy: A partnership was developed – Marcom’s role was

to launch the product to internal sales resources and nationwide network of 3000+ dealers and distributors.

Tactics: Product launch package composed of sell sheets,

technical specification data, and point of purchase materials was developed and distributed.

Results: Sales team was able to promote and sell to new

customers and realized over $100M in sales in the first three months.

Launch kit – Impactful box with integrated sales and end-customer materials

strategic thinking – targeted promotional execution

Situation: Thousands of available tee times were going to

waste reducing potential initial and ancillary revenue.

Task: Determine how to maximize sales of these available slots

and build a revenue base increasing both customer counts and resultant realized total revenue

Action: Innovated new program utilizing existing technology

platform in a new way

Results: “Hot Times” was integrated into the strategic plans of

20 plus properties around the country. Separate Opt-In databases were built totaling > 20M interested customers within 3 months after launch. >3,000 initial rounds were recorded resulting in approximately $75M in incremental revenue.

Situation/action: Traffic generating integrated campaign

• Direct Mail • Print Advertising • Out of Home Advertising

issue analysis – integrated solution development


Issue: Premier property was experiencing low purchase

decisions by local customers – only 18% of residents chose to patronize the facility.

Strategy: Increase both awareness and incentives for local

prospects to choose the facility

Tactics: A multi-phase campaign was developed combining

promotional messages, consistent multi-vehicle communications as well as unique new products.

0.00%

10.00%

20.00%

30.00%

40.00%

2009 2010

18%

40%

Percentage of Total Play by residents

Results: An increase in total local resident facility utilization

by 22% in one season.

data analysis – issue identification


Issue: maximizing day part utilization is a key element of

revenue production

Strategy: analyze day by day, hour by hour customer counts –

develop segmented and broad based strategies to increase traffic and revenue flow.

Results: over 200 reports analyzed annually

determining key revenue opportunity areas . Strategies developed to drive sales and customer retention/acquisition.



events/co-promotions/partnerships

co-branded partnerships - +30MM FSIs delivered each program - Integrated campaigns – FSIs, in-store merchandising, sales support, premium items



support strategies sales channel – dealer support operational training & guidance…

• Annual operations training • Training material creation • Process development • Presentation development • Marketing plan and process

presentation/staff training • Sales process development and

improvement

operational training & guidance

• internal and external presentation to stakeholders, clients and potential new business partners.

presentation

innovative solutions- internal support

Situation: Collateral needs for U.S. Cellular’s >2500 combined

agent and corporate stores exponentially increased. A simplified process was needed to both service the field, and assure proper, quick error free fulfillment.

Task : Develop an easy to use method that will allow orders to be placed and fulfilled quickly - eliminate fax and other cumbersome ordering methods

Action: Utilize the web. Build a web based fulfillment method creating a new way of placing and tracking orders for new and custom made materials.

Results: Product was tested and rolled out in mid 2002 – it is still utilized today.


Example 2: Food processing equipment mfg. needed to promote re-conditioned machines. A national trade publication ad campaign was executed. Managing the photo shoot and realizing the campaigns vision was a key deliverable.


b2b promotional efforts – sales support

Example 1: Exposure to groups and corporate events

planners Execution: - Mailer w/a custom printed golf ball, a card offering a

complementary golf experience and an a multi-layer follow up plan including calls, email blasts and secondary direct mail.

- Results – This golf facility represented the largest yearly outing business among the entire 130+ courses managed with over 14,000 outing rounds annually.

overall results

Overall revenue increases

$0.00

$2,000,000.00

$4,000,000.00

$6,000,000.00

$8,000,000.00

$10,000,000.00

$12,000,000.00

20022003

20042005

20062007

20082009

2010

Revenue Growth 03 – 10 - Chicago

Charles M. Kohut [email protected] • 630.790.4556 • 708.363.5271 • 544 Dawes Ave, Glen Ellyn, Illinois 60137 www.linkedin.com/in/cmkohutjr

Recommendations

Gerry Kubek, Account Supervisor, McMurry Advertising

“Chuck is a very organized, calm, strategic and rational person, and I had the honor of working with him for several years as his Agency Account Manager while he was with Billy Casper Golf Management. Chuck was very passionate about his business, and his approach was very direct and on-target. I always appreciated his attention to detail and personal approach in dealing with us – on all projects and issues. He was always pleasant and accommodating in our discussions and appreciative of the work we did for him. Chuck is a great leader and would be an asset to any organization.” November 28, 2011 David Fitzgerald, Marketing and Communications Manager, Billy Casper Golf “Charles provided unwavering leadership in a diverse market that required a unique attention to detail and firm understanding of constantly changing consumer’s needs. Mr. Kohut was the propeller of industry transforming initiatives that consistently moved the revenue needle while at the same time positioning Billy Casper Golf as industry leader. He is a marketing, communications, and promotional guru with the natural ability to motivate colleagues and get the results corporate leadership demands.” November 29, 2011 Jessica Lewis, National Program Marketing Manager, Billy Casper Golf “Over the past three and a half years I have had the distinct pleasure of working with Chuck. He is a strong communicator with a very creative, visual mind who can conceptualize ideas better than anyone I know. Our exchanges were always a positive and collaborative effort, which made my end of the job much more enjoyable. Chuck was a strategic leader in creating programs to help drive revenue for our Mid-West facilities. He spearheaded a program that was genius in capturing otherwise lost revenue. In addition to thinking “outside the box” his goals were always focused – how can we generate more revenue? I found Chuck to be a team player who was very easy to work with and someone I very much enjoyed collaborating with. Simply put, Chuck would be an amazing addition to any company.” December 5, 2011

References

Jered Wieland – Vice President of Operations, Billy Casper Golf – 708.429.8229

Jessica Lewis – National Program Marketing Manager, Billy Casper Golf – 703.761.1444

Bill Rehanek – Sr. Vice President, Billy Casper Golf – 703.761.1444

Todd Reinen – Account Director – Suttle-Straus – 608.849.1000

David Fitzgerald – Digital Acct. Supervisor The Integer Group – 773.220.3929

BILLY CASPER GOLF MANAGEMENT • BUFFALO COMMUNICAIONS • BUFFALO GOLF TRAIL

8300 Boone Boulevard, Suite 350 Vienna, Virginia 22182 703.761.1444 tel 703.893.3504 fax www.billycaspergolf.com

December 22, 2011 RE: Recommendation for Charles Kohut To Whom It May Concern:

This letter reflects my personal recommendation for Charles Kohut. For the past nine years I’ve worked closely with Chuck both in a direct supervisory capacity and in oversight of the entire Billy Casper Golf Management marketing team. In his role as a Regional Director of Marketing Chuck was assigned the task of developing the marketing plans and strategies for some of our most important properties, and he has played an important role in the overall growth of our organization.

Guiding the implementation of brand identity and marketing programming, Chuck was responsible for driving over one-million annual rounds of golf with resulting revenue in excess of thirty-million dollars. Chuck stands out as an adept strategist who is structured in his approach, yet highly flexible and able to adapt to fluid working environments. Chuck’s strategic development abilities and forward thinking has propelled the evolution of our marketing. I’m

confident that providing a business challenge to Chuck will result in the development of sound, integrated programs that are on target to enhance brand image and maximize revenue. He has a take charge attitude and

brings a penchant for creative thinking that sets him apart, and Chuck has proven time and time again his ability to develop sound, executable marketing strategies. It is with complete confidence that I highly recommend Chuck. As a marketing professional he stands apart from the crowd. He is a team player who displays a consistently great attitude, and would make a great asset to any

organization. If I may provide you with any further information in your consideration of Chuck Kohut, please feel free to contact me.

Sincerely,

Bill Rehanek, PGA Sr. Vice President Billy Casper Golf Management 703.761.1444

[email protected]

Orchard Valley Golf Course - 2411 W. Illinois Ave Aurora, IL 60506 630.907.0500 orchardvalleygolf.com

January 3, 2012

To Whom It May Concern:

Please accept this letter as my personal recommendation for Charles Kohut. As a General Manager, and

more recently as a Regional General Manager, I’ve worked directly with Chuck for over five years. As

Director of Marketing, Chuck had direct oversight over the marketing strategy, development and execution,

of all marketing elements for the properties I manage.

As of late, Chuck and have I worked together on the Midwest Regions flagship property, Orchard Valley

Golf Course. Chuck led the charge to drive revenue and customers with strongly developed and creative

marketing strategies. As a local golf course our challenge was to appeal to players quantified as residents in

our general market. Prior to assuming control of the property, play by local residents represented a very low

18% of the total. Upon integration of several strategies and new products play by residents increased to

over 40% of our overall business. Additionally, efforts to increase the revenue and traffic at our restaurant

were undertaken. Successfully implemented advertising, and direct to customer efforts have helped raise

the stature and results for this revenue area.

Chuck’s creative and can-do attitude has made a difference here at Orchard Valley as well as the entirety of

the locations under his leadership. Our meetings always were focused and keyed in on what can be done to

grow the business. He always challenged my team of managers to think creatively and implement the

strategies he developed to reach our budgeted goals.

I highly recommend Chuck. He is a complete marketing professional with both a focus and flexibility that

results in solid successful program development and implementation He would make a great asset to any

organization.

Sincerely,

Brad Kale, PGA

Regional General Manger

Billy Casper Golf Management

Orchard Valley Golf Course

c kohut - marketing communications samples and accomplishments

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