Sales Marketing

WI L L I A M E. MI N O R

* * * * * A RV E S T R ID G E D R IV E

S T AT E C O L LE G E, P E N NS Y L V A NI A 1 6 8 0 3

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H O ME: ( 8 1 4 ) 2 3 5 - 4 8 8 9 C E LL U L A R/ D AY: ( 5 1 3 ) 7 0 3 - 7 4 0 3

EXECUTIVE SUMMARY

Strategic results-oriented leader with >20 years in A dvertising, Brand i ng, Communicatio ns, Marketing, Internet,

Fina ncia l Services and Sales. Experienced in creation and imp lementation of strategic marketing and commun icatio ns

programs for a wide spectrum of companies: from Fortu ne 500 to start-up/entrepreneurial ventures. Sk il l set entails

strategic planning, in tegrated commun ication s, brand building, business and client development, e-commerce strategy, and

establish ment/management of marketing departments . Success derived from effective commun ication, strong leadership

through team-building, rapid establish ment of mu tual trust and respect through keen in terpersonal sk ills contribu ting to

effectiveness as a member of a senior management team reporting to C EO . Energetic and fast-paced with the versatility

to function in a w ide array of roles.

OBJECTIVE

Seeking a top-level marketing /advertising or strategic communication s po sition w ith in a Corporation, Advertising or

P R Agency, Po li tical Consu ltancy, Un iversity, Nonprofit/Trade Association, or En trepreneurial venture.

CAREER PROFILE

PENN STATE UNIV ERSITY Senior D irector, Marketing 2000 Present

(University Park, PA)

OHIO C ASU A LTY INSUR ANCE GR OUP Senior V ice President, Marketing 1996 2000

(Cincinnati, OH)

YOUNG & RU BIC AM A DV ERTISING Account D irector / New Bu siness D irector 1992 1996

(Cincinnati, OH/New York, NY) (Cincinna ti, Oh io)

Account Executive New Yo rk (1977 1979)

NORTHWESTERN MUTUA L LIFE Agent/Bu siness O wner 1990 1992

(Ch icago, IL/C incinnati, OH)

J. W A LTER THOMPSON A DV ERTISING V ice President, Account D irector 1981 1990

(Ch icago, IL/New York, NY) (Ch icago, I llino is)

Media Planner New Yo rk (1976 1977)

TRACY-LOCKE /DD B A DV ERTISING Senior Account Executive 1979 1981

(Dallas, TX)

RECENT EXPERIENCE

Currently lead marketing for Penn State University Con tinu ing and Distance Education which includes the in ternet

educational entry, the World Campus, as well as its Pu blic Broadcasting ( PBS) unit . Manage 50+ person, in-house

marketing /commun ications arm of th is 80,000 student University . At Oh io Casualty, served as Senior VP of Marketing

and member of the Executive Strategy/Management Team reporting to Ch ief Executive Officer of th is top 40

property/casualty in surer with $1 .7 b ill ion of revenue, and 4,000 + emp loyees. Previously associated with top tier

worldwide advertising agencies performing a wide range of strategically focused blue-chip brand building and

marketing /advertising assign ments.

WIL LI AM E. MINOR Page 2

BRANDING

Charged by CEO of Ohio Casualty to develop Brands to transform company from agent-centric to custo mer-centric.

Corporate Bra ndi ng Init iative Established from scratch a sing le-minded, distinct corporate identity and image for

all the various legally separate underwriting entit ies of Ohio Casualty . Ci ted by employees as the 1997 #1 corporate

accomplish men t, and by Agents as one of the 1997 & 1998 key reasons for carrier support. Supported by strategic

advertising in key markets that led to +10-20% increased premiu m vo lu me vs . on ly +4% industry growth .

Direct Marketing /Internet Bra ndi ng Init iative Generated marketing strategy for Ohio Casualty s direct sales

subsidiary. Beginn ing withou t name, developed product position derived from mission /v ision and marketp lace

assessment . Marketing Plan in it ially mo tivated consumer call-in to to ll-free phone number and was evolved to derive

100% of sales from Internet through visits to web site or alliance generated web traffic. Achieved $20 million in sales

in f irst two years. Advertising was award winn ing .

ADVERTISING

Extensive major market/Fortune 500 advertising experience gained at top-ranked advertising agencies. Managed full roster of

Co mmun ications Agencies/ Con su ltan ts for corporation wh il e Sr . V P of Marketing .

J. Wa lter Thompson

Quaker Oats Respon sib le for second largest account of $ 30 mill ion in flagship office. Supervised 9-person

group that increased billing s for all Aunt Jemima and Snack Div ision brands by nearly 80% over 2-year period.

Launched Quaker Rice Cakes with h igh impact, award-winning advertising . Category penetration increased 200%

and sales + 86%.

NORTEL Brought cohesion to the advertising of eleven autono mous and geographically dispersed divisions as

the company launched its in itial product offering merging voice, data, text and image, the Merid ian PBX.

Successfully forged a so lid relation sh ip w ith formerly tenuous clien t.

Oscar Mayer Generated business bu ilding ideas and introduced new products for leading luncheon meat brand. Led

development of ham segmentation strategy, accelerating growth and market share.

Young & R u b icam Fr ito-Lay, C lairol, To tes, Heinz, UDF Convenience S tores, and General Foods/Jell-O .

Tracy-Locke/DD B Fr ito-Lay, Ph ill ips Petroleum Corporate & Pub lic Affairs.

Professio na l/Creative Awards Abili ty to foster creative environment demonstrated by industry recognition :

A .M .A . Effies, Nu merous Addys, Mob ius and o thers.

MARKETING

As Senior Marketing Officer of Penn State Outreach and Ohio Casualty, directed a full realm of marketing activ it ies

including the development of all marketing strategy .

Respo nsi b le for bu il d i ng Marketing competencies Manage 50+ person staff to generate $40+ mil lion for self-

supporting University Outreach organization . Led integration of formerly separate offices of Marketing

Co mmun ications, Marketing Research and Clien t Development . At Oh io Casualty, in tegrated marketing discipline

throughout 80-year-old company operating in 45 states. Educated/mo tivated countrywide employee base on custo mer

orientation . Transformed skeleton marketing department in to h igh ly performing team.

Reversed five-year flat/negative sales growth Challenged to main tain distribu tion of products and prevent alienation

of its nationally affiliated 5,000 independent agents during concurrent start-up of the company s own direct sales

subsidiary. In areas designated for marketing support, exceeded peer company/industry sales benchmark .

A gent Loya lty Program Brought concept of frequent user program in to in surance industry by revamp ing its h igh

producer Key Agent Program (15% Agents = 40% volu me) with a tiered structured benefit program correlated with

business con tribu tion resulting in mov ing agents toward higher sales p lateaus.

Esta blis hed C ustomer Intimate Strategy Spearheaded company s drive to provide best to tal so lu tion to target

custo mer groups. Developed actionability for voice of custo mer assessment studies focused on moments of truth :

bill ing, po licy delivery, loss con trol, claims service and agent con tact.

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INTERNET

Lead and managed the marketing of Penn State s leading online educational offering, The World Camp us

(worldcampus.p su .edu). As Sen ior V .P . Marketing at Oh io Casualty, was responsib le for strategic planning for Internet

business development through the company s two in ternet outlets: the corporate web site, and the company s Internet start-

up to sell personal auto in surance direct. Objective was to make the Internet transactional rather than just informational and

service-oriented.

World Campus E nro llment In first 9 mon ths, zero based all program marketing p lans to regain mo mentu m driving

enrollments from 3200 to current 10,000 + . By coordinating marketing efforts of participating academic units, enabled

World Campus to establish itself as a preeminent brand with in the Online Education arena. Led marketing staff to

util ize search engine op timization, key word, permission e-mail and o ther web-based marketing methods.

Internet A llia nce Develo pment Accelerated development of web traffic/sales on OCG sites by in itiating alliances

with strategically complimen tary portals . Leveraged near-exclu sive online auto quote to enter in to broad scale mass

partnerships (e.g . InsureMarket.com, InsWeb.com & CarPo in t) that accounted for 50% of direct subsidiary s

lead/quotes/sales.

Internet Corporate Strategy Initiated dual-pronged strategy to enter company in to web-based insurance segment

through a separate subsidiary (Avomark) while concurrently adding value to 5,000 agents enabling their ability to

become efficient on line advisors. Internet sales grew to 70% of sales for brand while sy stematic Internet lead systems

were bu ilt for existing agents .

SALES/NEW BUSINESS DEVELOPMENT

Numerous account management po sition s encompassed persuasive sales role as well .

Young R u b icam New B usi ness D irector Spearheaded Cin cinnati office new bu siness development w ith 25% h it

rate, gain ing accounts that quickly co mprised over 30% of agency s b illing s.

Northwestern M ut ua l ra nk i ng of 22nd Achieved among first year agents (over 1,000 in to tal) in en tire U . S . despite

starting two mon ths late in mon itored period. Demon strated ability to learn new career field at accelerated pace as th is

success was achieved with no prior knowledge of the industry.

EDUCATIONAL PROFILE

University of Ar izo na Bachelor of Arts (Honors Graduate), 1 976

U n iversity of Michiga n Executive Management Program, 1997

PROFESSIONAL ASSOCIATIONS

American Marketing A ssociation : 1996 Present

Un iversity of Arizona A lu mn i Association President,

Tri-State Association : 1995-1999

Leadership Coun ty Program: 2003

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