lindsay's portfolio 2016
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Table of Contents
Lindsay Mayhall’s Resume
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The Real Deals are a collaboration of promotional ads that targeted the most affluent communities in Colorado. All clients, ads,
and distribution were created, designed, and distributed by the team that I integrated and guided to generate additional revenue for Everett Wade Enterprises
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Created articles from content provided by the public relations department at Cubic Corporation when I worked as a consultant
for SEM and SEO purposes. Articles were released to the international market to inform the public of the details associated to the government contracts obtained by Cubic
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As the Senior Marketing Director at Aaron, Bell International I utilized popular search terminology to incorporate into the company’s SEM campaigns to index ad words that were highly sought when inquiries were inputted into a Google search hence
bringing these articles to the front of a search ultimately leading to the company’s website
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I was asked to provide an in depth report to Factory Design Labs showcasing the analytical market research depicting the best and worst company websites and the enhanced improvements that would generate additional online traffic and update its current
aesthetic. This report was used to acquire additional clients for the ad agency hence increasing revenue
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Educational Background San Diego State University, San Diego, CA September 1997 –May 2002 BA in Professional Studies and Fine Arts Major: Communication with a Specialization in Interactional Studies
· Research Assistant to the SDSU Graduate Advisor/Professor · Published articles in, Ethical Medical Interaction · Methodological Communication · Theories of Communication · Philosophy of Communication · Professional Settings and Communication
Professional Summary: Market Penetration: Sound knowledge and understanding of marketing trends, principles and
methods Brand Management: Energetic, innovative and persuasive with effective networking skills to
establish market positioning Market Development: Excellent communication and leadership abilities to expand potential
market segments Areas of Expertise: Online Marketing: Social Media Networking, Online Branding, Digital Marketing, Online
Advertising, Lead Generation Marketing Strategy: Strategic Partnerships, Competitive Analysis, Market Research, Business
Development, Viral Marketing Product Marketing: Innovative Thinking, Marketing Management
Accomplishments: Worked with producers and successfully obtained a segment for my family on the Ellen DeGeneres Show to showcase family real estate hence winning Ellen’s 12 Days of Giveaways and obtaining over 100 national property bids Successfully proposed clients’ projects to news sources hence obtaining national news recognition through national segments Voluntarily worked exclusively with veteran programs and was able to secure $20k of donations, gift cards, products from Walmart, Target, Coors Brewing Company, and Costco for veteran graduation events
Lindsay E. Mayhall [email protected]
c: 619-867-1932 o: 720-441-2878
www.mayhallpr.com www.mayhallmarketing.com
Dynamic Marketing Champion
Master in achieving business marketing strategy goals
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Employers: Everett Wade Enterprises Director of Marketing January 2014-‐Present Everett Wade Enterprises is a branding and marketing communications agency that helps clients discover their true voice and purpose to inspire audiences around the world.
• Developed and launched integrated multi-channel print, web, and direct marketing campaigns that propelled sales from $1.2 million to $3.7 million by year-end
• Direct brand management, PR, media relations, corporate positioning, product launches, advertising, sales collateral and tradeshow marketing
• Create concept and copy for journal ads, direct mail campaigns and sales collateral for diverse clients and projects
• Deliver social media monitoring and effectiveness reports for senior management Aaron, Bell International Senior Marketing Director August 2010-‐November 2014 Aaron, Bell International is an independent investment bank focused on middle market private sector transactions. ABI clients are typically companies with EBITDA of $1 million to $25 million and enterprise values of $5 million to $250 million.
• Communicate financial information and complex strategic issues to assist and guide client decision-‐makers
• Develop client networks and support efforts in creating and executing advertising, sales and marketing strategies
• Extensive experience with financial and strategic analysis for M&A, partnerships and capital investments
• Create and Publish articles and Press Releases pertaining to valuations and strategic software, merger and acquisition methods
• Publisher of online magazine to gain client awareness and involvement, CEO Strategic Solutions
• Contribute Marketing efforts to companies with EBITDA of $25 million and prepare for Sale
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San Diego Social Magazine Vice President of Online Print Media/Interactive Marketing November 2006 – July 2010 Entertainment and Event publication designed to not only provide San Diego with the most comprehensive print and online media possible, but to also work as an advocate to give back to the community through participation in various philanthropic organizations.
• Responsible for the direction and coordination of all marketing and business development efforts
• Monitor market changes and adjust marketing strategies in an effort to remain competitive in the ever-‐changing economic climate
• Present detailed business strategies and policies to the board of investors • Responsible for growing and perpetuating the San Diego Social brand in local markets
by actively seeking industry leaders within Southern California • Oversee all elements that contribute to the creation of the monthly publication from the
storyboard to the distribution • Create all sales collateral and online product demonstrations • Help design and execute the infrastructure for the San Diego Social ecommerce
platform, release 2010 from functionality to the User Interface • Assist in the development of the web interface-‐allowing user generated ad campaigns • Responsible for securing all charter accounts within the San Diego Social network
Skills:
• Exceptional communication and negotiation skills with a professional demeanor • Strong work ethic, high energy level with a consistent commitment to corporate
success • Self-‐motivated team player • Unique combination of creativity, analytical skills and detail orientation • Proficient in all social media outlets including Facebook, Twitter, Instagram, LinkedIn,
Snapchat, Hootsuite, etc. to execute mass-‐marketing strategies • Knowledgeable of a variety of CRM systems • Experienced managing corporate e-‐mail campaigns from creative conceptualization to
product delivery • Proficient in Pages, Key Note, Numbers, Excel, Word, Power Point, Act-‐on, etc.
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Cubic wins $24 million to develop threat assessment software
Cubic has received a three-year, $24 million contract from the U.S. Space and Naval Warfare Systems Command
(SPAWAR) to develop new software tools to help the U.S. military prepare for enemy attacks involving chemical, biological, radiological and nuclear (CBRN) weapons. Cubic will design, develop, test and support the fielding of the new software applications as prime contractor for the Joint Operational Effects Federation (JOEF) program. Ultimately, the Department of Defense (DoD) and all branches of the U.S. armed forces will use the JOEF tools to assess and plan for CBRN threats to U.S. military air, land and sea operations.
―The JOEF software is going to revolutionize the way the Department of Defense conducts CBRN preparation
activities,ǁ‖ said Dr. Tom Stark, principal scientist for Cubic’s Threat Technologies Division in Kingstowne, Virginia. ―The software will standardize and automate estimating processes, and also add analytical underpinning.ǁ‖ Cubic personnel in Kingstowne and San Diego will work with DoD and all in-theater combatant commands to determine user requirements. Cubic is expected to deliver a base set of networked, collaborative modeling, analysis and work flow management tools during the first two years of the program.
These tools will help DoD and service users formally assess CBRN impacts from an opposing military force, so planners can coordinate logistics support to prepare for the threats.
―The planning process now is fairly non-analytical and based on the subjective judgments of each service,ǁ‖ Stark said. ―The new tool will automate the planning process, and offer modeling and simulation tools to improve analysis. It will also drive a standardization of the planning process among all branches of the armed forces.ǁ‖
Jim Balentine, senior vice president in charge of Cubic’s Mission Support Business Unit, said the new JOEF software
development contract represents a first for Cubic — designing and developing software applications used for military operations.
―In addition to possible program expansion, we expect that this work will lead to additional opportunities,ǁ‖ Balentine said.
In addition to military operations, the JOEF software could eventually be used in computer-based simulations used for training
combat forces. Balentine noted that Cubic already has considerable experience in planning and executing constructive computer-based simulations used to prepare combat units for an operational deployment, and is now adding software development capabilities.
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Defense subsidiary recognized as "Best Place to Work" in San Diego
A compelling mission statement coupled with a family-‐friendly environment resulted in Cubic Defense Applications, Inc. (CDAI) being recognized as one of the “Best Places to Work” by the San Diego Business Journal and Monster.com.
CDAI’s low turnover, a flexible 9/80 work schedule, and a highly utilized employee referral program were just some of the factors that contributed to this recognition. Part of the Cubic Defense Applications Group, CDAI is the subsidiary of Cubic Corporation that includes and supports Cubic’s San Diego-‐based Training Systems and Communications & Electronics business units. From a large pool of nominees, an independent panel of judges determined which companies outshined their competitors by education, communication and community involvement. Another determining factor was CDAI’s outstanding benefits, health and wellness programs.
“We value our reputation as an employer of choice and will continue to focus on retaining our talented employees,” said Human Resources Vice President Barbara Abelin. “We want employees to be proud to say that they work for Cubic.”
Setting the bar high, employee satisfaction is the heart of the company. This is pursued and evaluated by the longevity of employees, interactive breakfasts with the CEO, internal promotions measured and reported on a quarterly basis, and a high rehire rate. With this in mind, it comes as no surprise that CDAI has proven to be the best as the company recognizes that the investment with the greatest return will continually be the employees. It is through their dedication and skills that Cubic has prospered and will continue to move ahead.
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Best Steps to Increase Merger and Acquisition Business Sale Multiples By Lindsay Mayhall
Senior Marketing Manager Due to the recent economic downturn, many businesses are operating with considerable caution while awaiting the thriving economy to return. Competition in specific markets is growing at a rapid rate, causing middle-‐market businesses to struggle with economic solutions to gain market share. Business owners are faced with the opportunity to sell their company and enjoy the fruits of their labor, or take an assertive approach to increase market share and by out-‐maneuvering the competition. An effective option is to affiliate with an M&A advisor that offers connections and knowledge about your business environment, and is able to provide you with the information you require to make more effective decisions. Business valuation should be an all-‐inclusive assessment of the tangible and intangible assets of the business and its potential to earn future profits in the opinion of the evaluation expert. The senior managing directors of Aaron, Bell International have consulted and negotiated with hundreds of businesses across a diverse spectrum of operations ranging from start-‐up to Fortune 100. They focus on securing the highest value when selling a business by identifying the hidden value which is often overlooked due to the over-‐reliance on valuation formulas and industry business sale standards.
Mergers and Acquisitions may be the best expansion approach for many business owners. The principal benefits from mergers or acquisitions are increased sales, market share expansion, and cost efficiencies. A number of compelling reasons exist for a merger or acquisition, not all of which are necessarily financial in nature: product line enhancements, geographic expansion, and advanced management teams. A truly successful M&A transaction dramatically increases results when effectively planned and the selling owner has sought professional advice. Compatibility, culture, product, customer, and
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production synergies, and numerous additional issues are assessed in due diligence. Even in the best economic times, many factors beyond financial results alone must be addressed when assessing a target company. These include whether the target is a public or private company, industry competitiveness, whether the target has strong relationships with employees, customers, vendors and distributors, management team experience, and whether management is capable of taking the company to the next level. The investment bankers at Aaron, Bell are merger and acquisition experts and have maximized results for companies with EBITDA of $1 million to $25 million and enterprise values of $5 million to $250 million. They have successfully consulted with companies to expand geographically, allowing their products and services to thrive in new markets. Growth through mergers and acquisitions can transform a company into a recognized industry leader by becoming the first choice for customers, management, and employees. For a complementary consultation to determine your ideal growth or sale strategy, please contact Aaron, Bell International or call 720-200-0470.
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By Lindsay Mayhall Senior Marketing Manager
Tips to Determine the Right Time to Sell a Business: Exit Strategy Structuring &
Business Valuation For more information, please click www.aaron-‐bell.com Whether to consider a sale or not is relevant only in terms of the life goals of the business owner. When a business owner decides that the opportunity cost of owning the business is greater than the overall value received from owning the business, or if an owner decides to take chips off the table, it is time to seriously consider selling all or part of that company. The Immediate Need to Sell Often a business owner will approach the idea of selling their business due to an uncontrollable or unforeseen circumstance that is directly affecting their life. These factors may include one or more of the following:
x Death of a business partner, loss of a key employee or family member x Personal illness that may inhibit their ability to operate or oversee the business x Depleting funds x Loss of a key account x Retirement
If you can relate to any of the above, it may be the time to begin the process of working with a team of strategic advisors that will guide you through the appropriate steps to maximize the value of your business. The Benefits of Selling Now as Opposed to Later If you are contemplating the ramifications of selling your business now as opposed to later, ask yourself if you will experience the financial freedom to live comfortably while still enjoying the finer things in life by selling now? You may feel the benefits of waiting a few years will increase the value of your business due to a stronger economy or a flourishing
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industry. If an outside team with investment banking experience determines that the current state of your company will not generate the financial independence you require, it is highly recommended that you either wait until they are confident that it will or they work with you to develop a strategy enabling you to secure your desired value.
Valuations Determining your company's current market value can help you plan for retirement or define your options if you decide to explore alternatives. These reasons alone justify why a valuation is extremely important to the current and future potential of your business. The valuation may exceed your expectations and prove that your business is ready for a successful sale. However, you may choose to delay the process and allow the business to become more profitable over the next few years. However, you should exercise caution when considering a delay because it may backfire due to the ever-‐changing economic climate. The condition of your business may take a drastic turn in three years causing an unexpected reduction in value. A key point to consider is that your decision to delay a sale now can greatly impact your goals in the future. It is unwise to assume the future will be as bright or brighter than current conditions, unless you develop a viable strategic plan to enhance sales or value.
The Exit Strategy If there are no detrimental concerns currently affecting your business for an immediate sale, you should develop an exit strategy. Perhaps expenses need to be reduced, buying practices improved, tighter controls placed on accounts receivable, or enhanced customer service or focused sales and marketing initiatives need to be considered. Develop a realistic timeline and begin executing the performance improvement practices you identify. With a proper business valuation and some superior exit strategy planning, you can provide for a smooth transition and make the business more valuable and desirable. These individual strategies will prove pertinent when determining “the right time”. However, you should not make these crucial decisions alone. It is imperative that you evaluate your future objectives with a group of expert advisors that are qualified and experienced in mergers and acquisitions. For over 20 years, Aaron, Bell International has been dedicated to delivering strategic fit transactions that maximize value and enable clients to achieve or exceed their strategic and personal objectives. Aaron, Bell is a performance based firm that diligently defines client goals and objectives to produce best-‐ fit terms and results.
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Online Marketing Forecast for Factory Design Labs
By
Lindsay Mayhall Tumi
Tumi is the leading international brand of luxury travel, business and lifestyle accessories. Since its founding in 1975, Tumi's commitment to design excellence, functional superiority and technical innovation has made it the brand of choice for the world's most discerning and demanding travelers.
Generated $250-500 million in 2015
Although Tumi has continually seasoned their products to be the best in the industry, their website lacks contemporary appeal and remains stagnate. Tumi’s luggage has a cohesive factor that appeals to the avid traveler by playing the perfect role for the business savvy jet-setter, and I believe that Tumi’s digital campaign needs to be true to this theory as well. Who better to bring this brand together and deliver it to the proper audience than Factory Design Lab’s team of travelers. They know the importance behind the ideal luggage, standing up to the spontaneity of every traveler’s experience. Factory Design Labs can digitally master the perfect scenario, proving that the Tumi line is more than an accessory, but a necessity.
Marketing Director: Mikal Celentano
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Burberry
Burberry is a British luxury fashion house, manufacturing clothing, fragrance, and fashion accessories. Its distinctive tartan pattern has become one of its most widely copied trademarks. The company has branded stores and franchises around the world, and also sells through concessions in third-party stores
Generated $2.3 billion in 2015
Burberry has become extremely mainstream and fashion forward. Their current marketing campaign only appeals to a certain demographic while a wide array of fashionistas still choose Burberry’s competitors as they do not identify with their current marketing strategy. Burberry lacks an edgy campaign that is going to grab the attention of the savvy consumer. Factory Design Labs has the tenacity and creative tactic to make Burberry’s vision, a reality.
E-Commerce and Marketing Director: Donna David
Bloomingdales
An upscale-luxury, full-line American department store owned by Macy's, Inc. Bloomingdale's plans to open the company's first international location in Spring 2010 with apparel and home stores in Dubai Mall in the United Arab Emirates.
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Generated $71 billion in 2015 Bloomingdales is the leader in ultra-luxury brands however, their digital marketing campaign proves differently. Bloomingdales’ website lacks luster, pizzazz and branding. This is the perfect opportunity for Factory Design Labs to approach Bloomingdales due to its expansion in Dubai and the United Arab Emirates-two regions expecting flawless marketing.
Director of Marketing: Sara Warnes
De Beers
De Beers and the various companies within the De Beers Family of Companies are in the diamond, diamond mining, diamond trading and industrial diamond manufacturing sectors. It is by far the largest, luxurious company in all these categories.
Generated $318 million in 2015
De Beers has dealt with declining sales from 2007, which registered at $7 billion, to 2009 reported revenue of $318 million. In line with most products in the luxury goods sector, the diamond industry was severely affected in 2009 by the global recession. De Beers is not allowing this to keep them down and has stated that they are positioning their empire for a global upturn, within the next year. This is a perfect opportunity for Factory Design Labs to grab the diamond giant and rebrand the organization to once again become, the leading Diamond conglomerate in the industry.
Marketing Director: Neil Sussman
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TODS
Tod's Group is an Italian company which produces shoes and other leather goods, and is presided over by businessman Diego Della Valle. It is most famous for its driving shoes. The creation of the high luxury shoes was acquired in the mid–1990s and developed the beginning of this magnificent Millennium.
Generated $960 million in 2015
Revealed in January, sales of the diversified luxury group inched up 0.8 percent to 713.1 million euros, or $963.4 million. This also out performed most European prestige products groups in 2009, which suffered falls in revenue between 5 and 10 percent. Clearly not being hurt too badly by this economy, TODS now has the perfect opportunity to place their future focus on driving its brand into the next level. While keeping the classy edge that TODS has developed, Factory Design Lab creates the necessary spin that opens up TODS’ products to the savvy business professional, working in a contemporary market while still remaining true to his or hers’ traditional roots.
Exclusive Operator: Kurt Geiger
Swarovski
Swarovski is the brand name for a range of precision-cut crystal glass and related luxury products produced by Swarovski AG of Wattens, Austria. The Swarovski Crystal range includes crystal sculptures and miniatures, jewel and couture, home decor and chandeliers.
Generated $1billion in 2015
Swarovski is a luxury line that caters to the female, Caucasian audience between the ages 18-49. After close review of their marketing campaign, including Swarovski’s website, one would never
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know to whom Swarovski was targeting. This is a company that needs to parallel its pristine product by creating a brand that caters to its prestigious and vivacious demographic. As seen on the runways, costumes and lighting in the most stellar homes, Factory Design Labs is the key to Swarovski’s marketing success.
Director of Marketing: Karen Lyon
Bentley
Bentley Motors Limited is a British manufacturer of automobiles founded on January 18, 1919 by Walter Owen Bentley. Since 1998, the company has been owned by the Volkswagen Group of Germany.
Generated $250 million in 2015
As the forefront of the car industry, Bentley has risen to the top of Hollywood’s elite screaming, ―If you own a Bentley, you’ve made it.ǁ‖ This is no longer the car showcased in the museums; this is the car that is being driven fast and furious by many of the world’s wealthiest players. Bentley’s old connotation of being the British manufactured automobile, no longer applies in today’s world and Factory Design Labs knows just how to explode Bentley’s new brand, driving it to the highest level of adoration.
Marketing Director: Janice Hinson
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Hidesign
Hidesign is an internationally successful brand in the ―affordable luxuryǁ‖ category. It’s a brand that is born out of passion, sets its first foot internationally and then comes to the Indian market almost two decades of marketing its presence in various parts of the globe.
Generated $50 million in 2015
Not recognized by many, yet their success is proven through their past revenue stream of increased sales year after year. Making its way into the Indian Market, Hidesign is sitting in the rafters carefully watching and waiting for the perfect opportunity to set their brand on fire. The Indian market has a flourishing economy and expects nothing but the best when it comes to the success of the brands within. If these brands are not aesthetically advanced, the consumer will shun the organization, reaping havoc for years to come. Factory Design Labs can carefully assemble the most skillful crusade, keeping the company’s passion for the products’ design, style and concept, at the forefront of this campaign.
Managing Director: Dilup Kapur
LVMH
A world leader in luxury, LVMH Moët Hennessy - Louis Vuitton possesses a unique portfolio of over 60 prestigious brands. The Group is active in five different sectors: wine and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewelry.
Generated $33 billion dollars in 2015
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While continually being the industry leader, LVMH did admit that this current economic crisis has hindered the Groups sales in the beginning of 2009. LVMH relies strongly on the creativity of their branding and LVMH knows it would be dangerous to forecast a date for a solid global recovery. For this reason they will not relax their efforts, and will only continue to focus on truly profitable and strategic opportunities. Factory Design Labs can prove to be the key driver for their current innovative strategy, bringing LVMH’s brand awareness front and center, worldwide.
Marketing Director: Loraine Morris
During my research, I came across my own findings of one of the wealthiest companies of the world that has yet to enter the world of digital marketing. Please refer to the website: www.berkshirehathaway.com
Berkshire Hathaway, Inc.
Berkshire Hathaway is a holding company that owns a number of subsidiaries engaged in a diverse variety of business activities. Founded in 1889, Berkshire Hathaway is headquartered in Omaha, Nebraska. Berkshire Hathaway’s diverse operations include insurance; utility and energy; a variety of manufacturing, service, and retail businesses; building products; other manufacturing; information services; retailing; financial services; and miscellaneous operations.
Warren Buffet is the company’s Chairman and CEO
Generated $107.7 billion in 2015
With the history and wealth that this company holds, I was astonished when I stumbled across their website. There is no roadblock, justification or reason why this company has yet to embrace the aesthetic beauty that digital marketing can create. To me, this was an easy find, and an even easier approach as I would assume that this Berkshire Hathaway would embrace the creative mindset that Factory Design Labs has to deliver. Although their name may not be luxurious, they own everything that is.
Director of Marketing: Mike Johnson
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