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Degrees
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Graduate, Marketing & Business Administration Management.
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My Expert Service
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Key Strengths, Accomplishments and Skills:
More than 10 years progressive management experience at agencies and on the client side; from conception through strategic development and execution; in-depth, hands-on leadership experience in:-
- Creative direction; briefing and supervision of art and copy development at all levels,
- Project coordination; of a wide range of communication deliverables in diverse media
- Relationship building; management through collaboration, cooperation and sensitivity
- Strategic marketing; planning; focused communications, B2C, B2B experienced
- Brand positioning; brand strategy development and implementation.
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Experience & Qualifications
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Professional Experience:
Creative Direction and Strategic Initiatives
• Recruited, directed and led creative team that designed and developed total corporate brand identity including logo, coordinated graphics, web site, point-of-purchase and print advertising, for Finance-Edge LLC, a newly formed Florida based software start-up; successfully managed this project on-line from Canada; completed in 8 weeks, enabled client to launch new company on time, below budget
• Led the strategic initiative for “The Federation of Ontario Naturalists”, a Not-for-Profit organization that needed to re-position and up-date its brand; coordinated the re-naming and re-launch as “Ontario Nature”; project phased in over a planned 3-year roll-out including all-new graphics, visual identity, web site, re-named consumer magazine, corporate stationary. Enhanced the 75+ year reputation, increased web site traffic, built both individual and network/club membership by approximately 20%
• Additionally, created 2 new corporate brands, “Foundation for Ontario Nature” and “Ontario Nature Network” that were designed to visually coordinate with the newly branded “Ontario Nature”; developed promotional print material in support of all 3 divisions; achieved and sustained a high level of recognition of newly created identities and significantly increased the level of volunteer membership
Project Management and Coordination; Building and Sustaining Relationships
• Managed global product launch of Lotus Notes vR.5 at Las Vegas Trade Show incorporating "Superman" theme; managed budget of $250,000 over 8-week timeline; led design and production teams in Canada, supervised booth operations on site; client, Lotus Development Corporation, won International Award for superior integrated launch promotion
• Organized and managed national PR event publicizing maiden flight of UK designed, Canadian built Airship; mainstream media coverage achieved on CBC TV’s “The National”; CBC radio; CTV News; front page coverage nationally through Globe & Mail; regionally through Toronto Star and Sun; this exceptional high level of publicity was well beyond expectations of the offshore, UK-based client
• Managed test marketing of “Domtar’s” consumer recycling initiative; created promotional collateral, press releases and media kits; organized PR launch; coordinated media release through Canada News Wire; achieved substantial North American coverage of local event, well above the objective
Management of Budget, Production and Quality Control across a Broad Range of Media
• Initiated and coordinated design and production of publicity poster announcing Town of Oakville, Urban Awards Program; remained within strict budget limitations by adopting “duo-tone” design technique; Town subsequently entered poster in design competition and won prestigious Award
• Directed and produced 6 on-air quality, 15 second Public Service TV spots; working with minimal budget, managed to negotiate “pro-bono” talent for client, “Ontario Nature”; spots aired on province-wide TV; registered membership growth estimated at approximately 20% over 3 years
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Available Modes Of Communication
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email/chat
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Contact
Michael Ford
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