STAR MOTORCYCLES BRAND DEVELOPMENT
Played a lead role in the creation and development the Star Motorcycles brand. Wrote the strategy, brand direction, brand platform and brand launch that built Star Motorcycles into #1 Metric cruiser brand and #2 brand behind Harley Davidson. The positioning and strategy is still used today.
KAWASAKI 4 WHEEL BRAND REPOSITIONING AND STRATEGY
Led the effort to reposition Kawasaki's 4-Wheel business. The repositioning strategy spawned a nationwide 4 Wheel Dealer Education tour, the Kawasaki Strong campaign platform, an exclusive partnership with Professional Bull Riding and the industry's first ever 3 Year factory warranty on Side x Sides.
YAMAHA EXTENDED SERVICE AWARENESS AND LEAD GEN
With sales of new units in decline, Yamaha sought ways to increase profit by increasing conversion rates of customers buying Yamaha Extended Service (Y.E.S.). My response was a campaign to raise awareness, sales and profit. Through viral videos, microsite, data collection, sweepstakes, digital advertising, email and experiential event activation the campaign delivered 50,000 leads, 150,000 YouTube views and increased sales of extended service warranties by 40% in three months.
SUZUKI BUSABEATS - LIFESTYLE CAMPAIGN STRATEGY
Led the creation of a new marketing strategy for Suzuki to promote the Hayabusa. With sales slipping Suzuki needed to maintain street credibility as the fastest production sportbike in the world. The integrated campaign leveraged social media, out-of-home, event and digital platforms. Through music and art the campaign inspired a web community of 14,000 people, creation of 800 songs made about the Hayabusa and delivered over 200,000 downloads.