Business Development

Community and Brand-Building Through Cause Marketing, Sponsorships and Corporate-Community Partnerships

Ecoflex Canadian Launch 2004 - Present	Developing business case, partners and launch plan for innovative, patented Australian environmentally technology to supply used tires for civil engineering applications. Visit www.ecoflex.com.au to learn more.
Media Buying Agency New Business Proposal 2004	Retained by President of Toronto-based firm to coordinate development of a proposal document for a multi-million $ new business opportunity.
Conservation Ontario 2002 - 2003	Conservation Ontario is a network of 36 Conservation Authorities, community-based environmental organizations dedicated to conserving, restoring, developing and managing natural resources on a watershed basis.
Thames River Heritage Upper Thames River Conservation Authority 2000-2002	Developed a vision to link environment, education, tourism, economic development, natural, cultural heritage, recreation and other "quality of life" opportunities for London and the Thames Valley. This builds on the extensive community partnerships that achieved the 1999 designation of the Thames River as a Canadian Heritage River. Working with UTRCA to develop foundation support and major corporate partnerships.
St. Joseph's Health Care Foundation 2002 - Present	St. Joseph's Health Care Foundation was established in 1977 to raise funds for patient care, education and research at St. Joseph's Health Care London, the Foundation supports the health centre's commitment to provide excellent and compassionate health care for our communities. Invited to join the Foundation's first Communications/Marketing Committee to help the integration of the marketing of the Foundation and St. Joseph's Health Centre, and recommended new initiatives to support the fund development campaigns.
Foodservice Canada Corporation The Springboard Foundation 2001-2002	Initiated two new concepts as catalysts for change in Canada’s $40 Billion foodservice industry. Human Resources Development Canada (HRDC), McDonald’s and Compass Group Canada indicated support. The objective is to improve the industry image and economic impact with more effective marketing and the use of technology to recruit/promote online to young Canadians. Exciting concept for an Educational Foundation to develop programs to enhance hospitality training.
Leads Employment Service 2001 - 2002	Awarded a contract to develop a Strategic Plan for this non-profit that helps people with disabilities/barriers to employment. Contacted key stakeholders to create new alliances and cause marketing synergies.
London & Middlesex Heritage Museum Fanshawe Pioneer Village 2002	Previous experience and involvement in heritage, tourism and community economic development resulted in an invitation to join the Board of Directors. Initiated the Strategic Planning Process and met the Mayor, Acting City Manager and others to facilitate a multi-year investment.
Jesse’s Journey The Foundation for Gene and Cell Therapy Founded by John Davidson to create a legacy for son Jesse 1999-2002	Complemented fund development efforts with creative marketing initiatives and partnerships. Recognized in Fast Company’s inaugural Fast 50 "Ordinary People Doing Extraordinary Things. Published in March 2002 from 1,650 entries, introducing FGCT to Fast Company’s 700,000+ readers. Promoted John as keynote speaker at BIO 2002, the Biotechnology Industry Organization global conference for 15,000 delegates in Toronto. Secured sponsorship and record order for the inspiring, fundraising book Jesse’s Journey, A Canadian Story. Developing partnerships with Aventis-Pasteur, BIO, and opportunities from John’s speech to 1500 industry CEOs and 600+ global media.
McKay-Cocker Construction Paul Cocker, Chairman Sales & Marketing Plan 2000-2002	Conducted extensive research into the construction and road-building industries. Worked directly with the Chairman, to develop a more aggressive sales plan, with specific target segments. McKay-Cocker subsequently opened a Toronto sales office and hired new sales representatives. Built on Covent Garden Market model of corporate-community partnerships by introducing the emerging P3 healthcare model. Building on the Habitat for Humanity cause marketing success, and exploring a repositioning of Roadmark through a public safety focus.
Sustainable Communities 2001-2002	Completed extensive research on sustainable cities, including Bremen 21 Initiative, United Nations, Federation of Canadian Municipalities, Cultural Creatives and others for a major paper and presentation.
Southern Ontario Tourism Inaugural Board of Directors	Recommended improved alliances for SOTO with provincial and municipal tourism groups to enhance cooperative efforts.
Bishop Hellmuth Community Association Co-Chair 1998-2001 Co-Action London 2000	Achieved funding and designation as a Heritage Conservation District after extensive community consultation and presentations to City Hall. Created a concept for an overarching structure to better market London, based on The Ottawa and Houston Partnerships. Focus on UWO, hospitals and corporations linking more closely with public sector. Presented to City Clerk, City Manager, Mayor, UWO and private sector.
Advance London Board of Directors A non-profit group to advance economic activity in London 1998-99	Improved the local economy and led to the privatization of London’s economic development department, while attracting new customers for Summit. Encouraged new/strengthened existing corporate-community alliances. Stimulated community-based economic development efforts with a new model for synergistic success supported by research and video case studies. Presented to the Chamber of Commerce, Hotel Association, Restaurant Association, community groups, elected officials and University of Western Ontario municipal experts.
Invest in Kids Foundation 2001 -2002	The mission is to positively influence the emotional, social, and cognitive development of Canada’s children, given scientific knowledge on brain development in the first five years. Working with Executive Director to explore opportunities for collaborative efforts with other North American and global partners, including an important Chinese Parent Help Line project. Envision a comprehensive and synergistic ‘business web of firms interested in marketing to parents and children’, and collaborative research projects with other like-minded or complementary groups.
Ontario Restaurant Hotel/Motel Association 2001	Completed a major, tendered project, the first ORHMA strategic plan. Worked with Board, Regions, and Staff to develop a comprehensive plan and actionable next steps for the organization’s 4,000 members.
3M Fowler-Kennedy Sports Injuries Clinic 1999-2000	The University of Western Ontario and London Health Sciences Centre operate the 3M Sports Injuries Clinic. These large institutions were potential Summit customers. Encouraged Summit to invest in a small, effective fundraiser with a popular "Helping to Build the Sports Injuries Clinic" T-shirt. Funds supported the Clinic and all parties gained.
London Arts Council 1999-2000	Active participant in September Roundtable discussions, and coordinated a series of Business Huddles, or electronic brainstorming sessions to encourage collaboration to better promote regional arts groups.
The Grand Theatre Unique Sponsorship Concept Kraft Canada 1998-1999	Generated sponsorship for the Grand, while achieving marketing objectives for three food channel partners: Kraft, Summit, Garlic's and the Jeffery Restaurant Group. Mom's the Word was a great success, The Grand, Garlic's and Oscar Taylor's converted to Kraft's coffee, and Summit built customer rapport and extended the Grand sponsorship.
Ivey School of Business Case Writing Workshop 1998	Worked with Professors J. Erskine/M. Leenders to publish an innovative case study on Mr. Morgan’s unique ‘ecosystem’ strategy for a local Canadian owned foodservice distributor. This improved Summit’s profile at the university, a key prospect while building community partnerships.
Main Street London 1998-2000	Participated in focus groups and surveys to regenerate the downtown core. London became the first Canadian city with a Main Street program.
London Economic Development Corporation 1998	Researched and provided leading global success stories to the new CEO of LEDC and the Chamber of Commerce. Introduced ‘industry cluster’ concept, cooperative marketing/advertising and model markets.
Cara Operations Limited Summit Foodservice Distributor 1995 - 2000	As Senior Director Sales & Marketing, significantly increased revenues and profits. Created forums for branded suppliers and key customers. Championed cause marketing efforts at Cara divisions including Canada Summer Games, tourism and community economic development.
Beaver Foods Limited Compass Group Canada 1991-1995	Directed corporate development and planning in this national firm with 7,000 employees and 1,000 locations. Launched a major branding effort with three new concepts Roasters, Subs 2 Go-Go and Pizza Pi. Cause marketing programs included environmental programs and scholarships.
Michael Jackson Global Sponsorship Major Charity Event 1987	Coordinated Pepsi programs for Jackson International tour. Created a charity auction of concert tickets that generated $1MM for Great Ormond Street Children’s Hospital. This resulted in major media coverage of the Prince and Princess of Wales, Michael Jackson and Roger Enrico.
European Marketing & Sales Programs 1989	Initiated the first pan-European sales and marketing activities for Pepsi including third-party selling and merchandising programs, and built consensus for, then negotiated a $3.7MM Rolling Stones tour.
Madonna/Pepsi European Sponsorship 1990	Leveraged controversial Madonna sponsorship with an integrated trade, consumer, and bottler campaign. This built Pepsi awareness (2 to 41%) distribution (18 to 54%), market share (2.0 to 7.4) and volume (+30%).
Pepsi – Suzuki Motorcycle Global Sponsorship 1988	Achieved extensive media value for $750K sponsorship of K. Schwantz. Obtained strong trade/bottler support in Europe, Latin America, Asia and Australia. Directly negotiated contract extension with Suzuki personnel.
Diet Pepsi/Participaction 1983	Approached and negotiated the first corporate alliance for Participaction. This Canadian ‘wellness’ non-profit complemented Diet Pepsi’s former strategy in a mutually beneficial promotional and advertising campaign.
Schmockey Night in Winnipeg Eddie Shack Mr. PoP Shoppe 1978	As General Manager for PoP Shoppes, built corporate profile and community goodwill with this fun-filled event. Filled Winnipeg Arena, raising $25K for local charities while building brand image with extensive media coverage and third party endorsement.

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