Integrated Marketing Communications Specialist:

Daniel Skahen

Senior Integrated Marketing Communications Specialist proficient in all facets of advertising, marketing and public relations.

Dynamic and talented leader with superior managerial, operational and client management skills, with experience in a variety of industry sectors.

Adept at concepting and implementing comprehensive integrated marketing communications plans that provide solutions for clients with outstanding and measurable results.

Profile

Core CompetenciesStrategic Planning Client Relationship

ManagementBranding Solutions

Market Research & Analysis

Creative Direction & Oversight

Interactive Strategies

Lifestyle Marketing New Business Development Team Leadership

A. Consumer Retail

Frito-Lay – developed a national in-store sales promotion with Wal-Mart to leverage Frito-Lay’s FLW

Professional Bass Fishing sponsorship. The program included both a consumer promotion, as well as a

sales incentive program for Route Sales Reps. POS materials were produced, and a contest was

implemented. Research was utilized to plan strategic approaches for both the consumer and Frito-Lay

RSR’s (route sales reps).

 

The Pepsi Bottling Group – Both fountain and vending promotions were developed to support their

NASCAR sponsorship. Point-of-Purchase materials supported the program, along with a “Vend-and Win”

program, with a fountain cup/coaster giveaway for consumers. Original programs included “t-shirts in-a

bottle” and “ticket vouchers-in-a-bottle.”

 

  

Experience Synopsis

A. Consumer Retail (Continued)

Experience Synopsis

Seagram Americas/Diageo – An aggressive public relations program was designed to support Crown Royal’s Professional Bass Fishing Sponsorship. A traditional press release program was supplemented by in-market promotions that took place all over the southeast. Team Crown Royal made special appearances in bars and restaurants. In addition, a sampling program and interactive fishing simulator promotion supported the efforts. Daytona USA – Heavily involved in quantitative and qualitative research initiatives that included Lifestyle Segmentation. In addition, I directed the broadcast television and print schedules, and was involved in photo shoots and broadcast television commercial production.

Simpson Performance Products – As one of motorsports leading outfitters, the client was looking to reach the consumer market segment. We developed an e-commerce site to sell both Simpson and co-branded products, and produced a sales catalog. I was also directly involved with launching their Web site initiative.

A. Consumer Retail (Continued)

Benihana – Directed all national advertising efforts, to include television production and media placement. I was directly responsible for all national and local public relations efforts. Utilized ongoing research forplanning purposes and worked extensively with the lead ad agency and public relations practitioners. Pharmacia & Upjohn – Conducted national qualitative and quantitative research to launch the productRogaine to the Hispanic market. Research was conducted to plan advertising, marketing and public relations strategies. Also directed production on their Web site marketing to help launch the product to theHispanic market.  Coca-Cola – Managed the “Art in the City” program for Cola for two years. It was designed to exposechildren in both the African American and Hispanic communities of Miami to art. The program received national media coverage. American Express – I was responsible for managing the American Express Direct Action program for therestaurant industry. The program was structured around direct response marketing to existing American Express cardholders. Preferred restaurants participated in the coupon-driven and incentive-basedmarketing effort.

Experience Synopsis

B. Television and Print Production

 

NASCAR – Managed and produced their national print and broadcast campaigns for two years. I was

responsible for managing an internal team that toured the country with a photographer and film crew. I

was heavily involved in the final edits of all television spots and worked extensively with the creative team

to develop national campaigns.

Marshall’s Department Stores – Responsible for overseeing creative print and television broadcast

production for their national Hispanic ad campaign. Included a public relations component, as well as the

introduction of in-store bilingual signage in key Hispanic markets for both the United States and Puerto

Rico.

 

Pharmacia & Upjohn – I was the key contact with the client and was responsible for securing the account as

a result of an agency review. In addition, I worked with our creative team to research and launch their first

Hispanic broadcast television campaign, and assisted with casting and broadcast television production.

 

Experience Synopsis

C. Point-of-Sale/Sales Promotion

Frito-Lay – In-store signage, POS displays, posters

 

The Pepsi Bottling Group – In-store signage, fountain cups, table tents, coasters, danglers, Vend-and-Win

Products and premium items

 

Seagram Americas – Posters, table tents, coasters, POS displays and premium items to support Crown

Royal’s Professional Bass Fishing Team

RMS Networks – Worked with creative team to launch the private in-store television network that made

It possible to deliver messages to consumers at the point-of-purchase. I was solely responsible

for developing their advertising, marketing and public relations plan. In addition, we launched their print

campaign to national advertising trade publications (i.e. Adweek and Advertising Age), and

category specific publications (i.e. food and beverage, advertising trade).

 

Marshall’s Department Stores – Bilingual In-store signage 

Royal Caribbean– POS Displays, posters, brochures, game pieces

Experience Synopsis

D. Direct Response Marketing American Express – Comprehensive direct marketing program directed towards Cardholders to support the restaurant industry. Georgia State Parks & Historic Sites – Responsible for developing strategic direct marketing plans for theState Park Lodge System for both the group and leisure markets. Included the production of direct mail pieces and FSI’s. Headed up a comprehensive and ongoing research initiative for the past three years that included focus groups, intercept studies, exit surveys and ideations sessions. I also launched an Internet based direct response program geared toward the media to help encourage press coverage. Royal Caribbean Cruises, Ltd., Radisson Seven Seas Cruises – Utilized database and direct response marketing to produce their Past Passenger programs, as well as incentive programs geared towards travelagents.

Val- Pak – Managed the direct mail franchise for Central New York and provided clients with direct response services. Advo, Inc. – Functioned as the Quality Assurance Manager to ensure control over production and distribution of weekly programs to over 2.5 million homes. Provided ongoing council on postal regulations. 

Experience Synopsis

E. Interactive Marketing

ASA Racing - Provided creative direction, production and Web site management and maintenance services

with the launch of their new Web site.

Camp Fire USA – Provided creative direction, copy writing and e-commerce solutions for a regional

fundraising campaign and separate Web site for the Georgia Council.

 

The Georgian Terrace Hotel – Provided creative direction to enhance the existing hotel’s Web site.

 

Georgia State Parks & Historic Sites – Provided ongoing creative support and direction for their Web site for

nearly four years. Developed a quarterly e-mail campaigns geared towards the media to encourage press

coverage and general public relations support.

 

The Georgia Mountain Fairgrounds – Provided creative direction, copy writing and ongoing maintenance

for the Web site for the past two years. Also initiated online ticket sales for their Superstar Concert Series.

Also launched e-mail campaigns to visitors of the Web site to encourage additional visitation.

 

 

Experience Synopsis

E. Interactive Marketing (Continued)

Pharmacy Week – Designed an interactive solution for this pharmacy professional’s employment resource.

Included focus groups to determine user preferences, etc.

Pharmacia & Upjohn – Provided creative services and direction to launch their first Web site geared towards

Hispanics to market Rogaine.

F. Sales Incentive Programs

Frito-Lay – Designed for Route Sales Reps to encourage product placement in Wal-Mart stores.

 

Camp Fire USA – Designed an original program to help the national organization launch a new fundraising

effort. A sales incentive Program was developed to motivate members. The program included the design

of a Web site and was supported with collateral materials.

 

Royal Caribbean Cruises, Ltd. – Served as account director and worked with their national sales department

to design incentive programs for travel agencies and tour operators.

 

Experience Synopsis

G. Hospitality/Travel & Tourism Royal Caribbean Cruises, Ltd. – Worked extensively with the marketing department to produce collateral support materials that Included brochures, Shore Excursion Guides and point-of-purchase materials for travel agencies. Brasstown Valley Resort, Georgia State Parks & Historic Sites, Georgian Terrace Hotel, Jekyll

IslandAuthority – Concepted and Developed strategic public relations plans, and managed the public relationsstaff for implementation. The Georgian Terrace Hotel – Responsible for the advertising, marketing and public relations efforts forthe past three years. Involved in print collateral production, public relations and the promotion of specialon-site events. Georgia State Parks & Historic Sites – Functioned as the account lead for the past five years. I was personally responsible for all advertising, marketing, public relations, creative development, media and research initiatives. The Georgia Mountain Fairgrounds –Successfully worked to redesign and relaunch the brand to increase visitation to the Georgia Mountain Fairgrounds and Towns County. Responsibilities included the development of strategic advertising, marketing and public relations initiatives to support the annualRoots & Music Festival, Georgia Mountain Fair, Georgia Mountain Fall Festival and the Superstar Concert Series. Also provided advertising and PR support for annual juried Hiawassee Festival of Arts fine arts and fine crafts festival in conjunction with the Mountain Arts Association. 

Experience Synopsis

H. Technology Accounts RMS Networks – Helped to launch in-store interactive television networks to the Trade via acomprehensive advertising and public relations campaign. Products included Pharmasee TV and BevTvwhich were delivered via satellite. The format was content based television that offered advertisers theopportunity to influence purchase decisions directly at the point-of-purchase, while customers viewednetwork quality health, entertainment and information programming. Advanced Technical Products – Introduced an advertising campaign to the trade for this

manufacturerof advanced composite structures that included autoclave lamination, filament winding and resintransfer molding geared towards aerospace and defense companies. Motorola – Developed marketing initiatives, package design, sales support materials, and public

relations strategies for the Motorola i1000 Satellite phone.

Sprint PCS – Introduced Sprint PCS to the Hispanic market via public relations and advertising. Pinpoint Systems – Launched products to both the consumer and the trade for this navigational

software, hardware, sonar, and radar company for the marine industry.

Experience Synopsis

Objective Develop a new fundraising effort to support local

programs Design a program that has potential to go national, with

the potential for recurring revenues Create a program that encourages participation by youth

and teens on all levels to generate excitement and participation

Implementation The brand “Community Colors” was created to help

market the new fundraising effort An original incentive-based program was developed, and

designed to reward members for their fundraising efforts A video was shot and produced to help explain the

program, generate excitement and educate other chapters and councils on how to launch the fundraising effort

Developed a flag design contest to encourage participation by youth and teens ,and developed a line of seasonal flags that could be sold for fundraising purposes for Clubs, Camps and Groups

Results Recognition from the national headquarters of Camp Fire

USA Original program was developed for Camp Fire Clubs,

Camps and Groups Program was launched by several of Camp Fire USA’s

leading councils to test the feasibility of the new program as a national fundraising effort

Impressive sales were generated to help supplement programs at the local level for participating councils

Case Study – Camp Fire USA

Objectives Utilize public relations to support Team Crown Royal’s

Professional Bass Fishing sponsorship Promote Team Crown Royal on national, regional and local levels Build attendance at local in-bar events that include product

sampling, an interactive fishing simulator and “meet and greet” for team members

Implementation Developed comprehensive press kit to generate excitement with

the media Built customized media lists to coincide with fishing

tournaments and in-bar promotions Utilized press kit mailings, coupled with aggressive media

pitching to encourage press coverage for Team Crown Royal Organized Media FAM trips to allow writers to fish with

professional anglers from Team Crown Royal

Results Renewal of Team Crown Royal sponsorship by Seagram

Americas Growth of Team Crown Royals sponsorship with addition of a

promotional team , as well as additional professional anglers Average of nearly $1 million dollars annually in PR value for the

Crown Royal

Case Study – Crown Royal

Objectives Leverage Frito-Lay’s Operation Bass sponsorship Create a program geared towards Frito-Lay Regional Sales Reps Design an incentive program for Frito-Lay’s Route Sales Reps

Implementation A Sponsorship Activation Guide and interactive CD was created

and distributed to Regional Sales Managers Research was conducted to determine what type of incentive

would motivate Route Sales Reps Original “Fish ‘N Chips” POS materials were created and

distributed to 2,700 Wal-Mart stores in kits. The kits included motivational material, instructions, in-store signage, celluloid buttons and hologram stickers

A Route Sales Rep contest was designed and implemented to encourage installation of the POS materials in Wal-Mart stores

Results It was determined through research that cash and travel would

function as the greatest incentives Over 80% participation resulted in installation of POS displays

in over 2,000 Wal-Mart stores The program was so successful that it was showcased at the

Wal-Mart Annual Shareholder’s meeting and implemented in-market the following year

Case Study – Frito Lay

Objectives Design and launch and updated brand identity Increase multiple site visits, especially to underutilized parks Build visitation and occupancy during weekdays, the shoulder season

(September – March) and off-season (December – February), while encouraging visitation (day use) and occupancy (stay use) for FY2006-07

Increase public awareness, participation and support of Stakeholders

Implementation Developed and launched an annual integrated advertising, marketing and

public relations campaign, with a new brand identity Initiated a comprehensive research initiative to help retain customers and

attract new ones (included exit surveys, ideation sessions, focus groups and Lifestyle Segmentation analysis)

Organized a series of Media FAM trips to encourage the press to write about Georgia State Parks & Lodges

Designed and launched a quarterly e-mail campaign to promote story ideas and encourage photo usage by the press

Coordinated an effort to secure new photography, and helped to develop an online photo library that is accessible by the media, with the capability to track all requests for follow up by the PR and marketing departments

Results Received extensive media coverage in local, regional and national print,

radio and television Generated over $5.7 million in publicity for FY2006-07 as a result of

aggressive public relations initiatives (an increase by $2.5 million since FY 2003-04)

Successfully designed and launched a new brand for Georgia State Parks & Historic Sites in FY2006-07

Conducted a series of “themed” Media FAM trips to showcase and encourage multiple site visits, and garnered national and regional press (included articles in Sky Magazine, Points North and Atlanta Journal Constitution)

Case Study-Georgia State Parks & Lodges

Objectives Develop a comprehensive print and broadcast image

campaign to support NASCAR’S Winston Cup, Busch and Truck series

Create a campaign that has the ability to build upon the existing fan base and attract new interest by both consumers and corporate America

Capture the essence of the sport to generate excitement about NASCAR

Implementation Developed print and broadcast media plan that

featured the new image campaign Designed creative image campaign to support all

three series Coordinated print and broadcast shoots at several

races to capture impactful racing images for all three series

Results Designed a clever, eye-catching campaign that

brought NASCAR’s image to a new level Helped grow NASCAR’s image exponentially to the

point that they hired a national agency to take them to the next level

Print and broadcast campaign aired on national and cable television, and appeared in national sports and trade publications across the U.S.

Case Study - NASCAR

Objectives Develop and launch an integrated advertising, marketing and

PR campaign Differentiate RMS from traditional advertising mediums Position RMS as the industry leader in providing retailers with

the latest technology to generate sales at the point-of-purchase

Generate interest and sell advertising programs on existing RMS networks (Advanced Auto Parts, PharmaSee TV)

Implementation Developed comprehensive media plan and established

annual budget to support the efforts Established corporate identity and brand architecture for RMS

Networks to reinforce brand awareness Created press kit and public relations campaign to help raise

awareness of RMS Networks and support ad campaign

Results Exposure in national advertising trade publications that

included Adweek, Brandweek and Advertising Age Launched an aggressive national advertising and PR

campaign (automotive and pharmacy categories) Established RMS Networks reputation as a leader in providing

an effective medium to stimulate point-of-purchase sales

Case Study – RMS Networks

Objective Develop strategy to tap into the growing Hispanic

market in the U.S. for Rogaine Determine attitude, awareness and usage of Rogaine

with U.S. Hispanic market Build loyalty amongst Hispanic users of Rogaine

Implementation Conducted qualitative and quantitative research in

key U.S. Hispanic markets (New York, Miami, Chicago and Los Angeles)

Identified Hispanic spokesperson to appear in Spanish language national television campaign

Developed a comprehensive advertising, marketing and PR plan for Rogaine

Tested Hispanic creative advertising campaign with focus groups prior to launch

Results Launched national integrated advertising, marketing

and public relations campaign for U.S. Hispanics Built loyalty amongst U.S. Hispanic consumers Increased usage by 30% in the first year amongst U.S.

Hispanics (in major U.S. Hispanic markets)

Case Study – Pharmacia & Upjohn

“Pharmacia & Upjohn, Kalamazoo, Mich., to CreatAbility, Coral Gables, Fla., as the first agency to handle advertising and public relations aimed at Spanish-speaking consumers for its consumer health care division, which markets such products as Cortaid and Dramamine. Billings were not disclosed, but Advertising Age estimated them at $14 million”

Objectives Increase bookings with travel agencies Create an incentive program that will reward agents for

their efforts Design a comprehensive program that will help to build

brand loyalty for Royal Caribbean Produce seasonal programs to help fill cabins on all

itineraries

Implementation Designed a series of attractive direct mail pieces that

offered value to potential travel agents and their clients Created a direct mail program that had an incentive

component to encourage agents to book over a competitor

Developed additional support pieces that agents could use to market to their potential clients

Results Established brand loyalty within the cruise industry Educated agents on the benefits of selling a Royal

Caribbean Cruise Averaged an agent participation rate of nearly 40% by

agency Booked an average of 200 cruises off of each customized

direct mail program

Case Study – Royal Caribbean Cruises

‣ A talented, educated and well seasoned Integrated Marketing Communications Specialist ready to take on a challenging and rewarding position that will utilize the many skills acquired by working diligently to provide clients with nothing short of excellence.

‣ Contact me to help your company improve processes, keep on top of trends and apply new technologies to bring impressive and measurable results.

EDUCATION

Master of Arts: Media Ecology

New York University, New York, New York

 

Bachelor of Arts: English/Communications

Minor: Fine Arts

Le Moyne College, Syracuse, New York

Daniel Skahen

1590 N. Morningside Drive

Atlanta, Georgia 30306

Phone: 404-876-7514

E-mail: danielskahen@aol.com

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