440.263.5123 | |||||
jim@trutko.com | |||||
Portfolio | |
Economic Impact of the Marketing and Communications Industry in Northeast Ohio | |
Overview of Ohio’s Employment and Business Conditions | |
Greater Cleveland Quarterly Economic Overview | |
Introduction to the Greater Cleveland Market and The Plain Dealer | |
Strategic Approach to the Greater Cleveland Market | |
The Plain Dealer 2006 and 2007 Readership Experience Studies | |
2008 and 2010 Sun Readership Survey Findings | |
Employment and Occupational Outlook for Cleveland | |
Final Report for The Great Lakes Governors’ Commission on the Machine Tool Industry | |
SBA: Franchising’s Growing Role in the U.S. Economy | |
My Challenges My Actions/Results | ||
Research Organization | ||
Increase advertiser response to sales presentations and marketing collateral. | Reexamined syndicated studies and initiated custom research to develop new content. Simplified format of sales presentations. Doubled market research requests by sales staff to 1,200 annually over 2 years. | |
Reliable Strategic Information | ||
Assess social, cultural, technological and industry changes affecting newspaper readership and competitive positioning. | Reviewed industry strategies and assessed newspaper’s competitive losses to internet news sources. Conducted 3 readership surveys, focus groups and 4 competitive media assessments to discover content preferences and develop new sectional readership strategies. Implementation reduced readership losses and stabilized sectional advertising revenue. | |
Market Size & Share | ||
Estimate total advertising market size. Create a practical market share report. | Developed $1.9 billion ad market estimate. Used custom research from 2 vendors, several syndicated data sources and census to estimate size of 9 media. Contracted vendor to monitor selected media. Simplified report allowed sales managers to identify account changes and reduce competitive losses. | |
Marketing Collateral | ||
Develop positive, credible statements for marketing collateral and promotional activities. | Identified and documented promotable community assets for award-winning New Cleveland Campaign. Created local economic impact statements and acted as organizational spokesman. | |
Policy Recommendations | ||
Provide policy recommendations on regulation of franchise industry to US Small Business Administration. | Interviewed franchisers, franchisees and industry experts, authored report and developed recommendations to improve franchise regulations for US Small Business Administration. | |
Provide policy recommendations to strengthen competitive position of regional machine tool industry. | Planned, coordinated and authored report for Great Lakes Governors’ Commission on the Machine Tool Industry, a multi-state effort to assist machine tool industry. Delivered congressional testimony on industrial revitalization. | |
Marketing Management | ||
Develop management controls and marketing plan for 2 venture capital investments. | Developed business plan, marketing materials and financial controls for high-tech polymeric composite board manufacturer and computer memory card manufacturers. |