Peter Zale's CV
MAGNET out of CAMP, Inc. • Developing
Security Plus Keyless Home
Established goal of aligning CAMP, Inc.'s 3 divisions under one message
and getting rid of silo structure of the organization. Salespeople
would now market all of CAMP's
services instead of just continuous improvement, product
development or business incubation. Secondary goal was to follow
analysis that continuous improvement (Lean, Six Sigma) had largely
saturated the manufacturing community and therefore more growth
oriented strategies of product development and new business incubation
should be promoted.
- Planning: Developed overarching message for each year
of the marketing and business strategic plan. Aligned events,
initiatives, collateral pieces and other communications both internal
and external with plan. Held meetings with sales staff to impress upon
them importance of new direction and educated them on how to best
implement new plans.
- Execute: Analyzed
impediments to implementing plans. Analyzed costs, new technologies
necessary, new personnel new partnerships and new distribution of tasks
within marketing and other departments.
- Design: Developed
initiatives and marketing messages to highlight need of manufacturers
to focus more on growth than on improvement as improvement strategies
were beginning to reach saturation in the market. Developed higher end
graphical treatments and more "corporate" feel to communications to
highlight idea of growth and bold change.
- Build: Developed new Web
site, new collateral pieces.
Implemented "Growth in Manufacturing" initiative.
Began partnership with Cuyahoga County on New Product
Development Loan Initiative to fund new products at easy
rates if they would be manufactured in Cuyahoga County. Loans would
fund product development work at CAMP.
- Test: Presented new
Web designs, collateral and event and initiative ideas and strategies
internally to get buy-in from sales force. Took their ideas and made
- Implement: Went live
with new Web site. Published new collateral and ads. Began Growth
Developed new metrics for Web site success, event
success, success of collateral and advertising. Maintained compliance
with federal and state regulations by communicating internally need for
salespeople and consultants to provide economic impact numbers for
Security Plus Keyless Home
Established goal to design product
to win business school competition.
- Planning: Developed
meeting and work schedule. Broke up tasks by individual. Developed
project steps, deliverables and dates.
- Developed strategic
principle of keeping product ideas in competition judge's (well known
product development company) area of core competency: small, plastic
devices with gears, batteries and motors at low price with mass appeal.
- Each member set
about brainstorming their own ideas. We met and chose amongst options,
finally voting on the product we called "The Magic Doorman".
- Execution: Rendered
progressively better versions of the device, doing incremental
technical drawings and meeting and discussing what was working and what
was not working in the design.
- Showed idea to focus
- Monitor/Control: Did
marketing research on product, competitive analysis, costs, etc.
Developed PowerPoint presentation and model of the device and packaging
to give completely professional appearance. Presented to competition
- Finish: Helped manage
process of negotiation of product sale and education in product
manufacturing, patenting and intellectual property.
See the commercial for this product!