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Norman Birnbach |
Norman creates, manages and implements long-range integrated strategic communications programs tied to clients' business goals and helps emerging clients to jump-start their PR programs. He counsels CEOs and senior management on national media and online strategies, including developing new corporate positioning, establishing communications plans to support sales force, business development, and VC communications. Norman develops messages that repositioned companies to more effectively reach new customers and the media and that work has led to some of his industry awards. His work repositioning Corning as a tech powerhouse, not the manufacturer of Corningware cookware (a division the company had sold off five years earlier) led to a Bell Ringer from the Publicity Club of New England. He won a Silver Anvil from the Public Relations Society of America (PRSA) for helping to relaunch distance education pioneer Mind Extension University (now Jones International University). New Products Strategic Approach = Strategic Media Coverage Norman has generated coverage in national print, broadcast and online media, including The New York Times, The Wall Street Journal, USA Today, Fortune, Time, Newsweek, Wired, CNN, CNBC, ABC "World News Tonight," MarketWatch.com, TheStreet.com and Bloomberg News. He also has secured coverage in leading trade publications such as InformationWeek, eWeek, EE Times, InfoWorld, Computerworld, Supermarket News, Cablevision, Advanced Manufacturer, The Manufacturer, and New York Jeweler. He has booked and staffed numerous consumer- and B2B-oriented media tours. His experience and contacts with the national media is extensive, spanning Norman's career in public relations. Previously he worked at Brodeur Worldwide, a global technology agency, most recently as Vice President of National Media Relations, and at Ketchum Public Relations, one of the world's largest public relations agencies, where he worked in a similar capacity. In fact, while at Brodeur, Norman identified a strategic opportunity: to develop a much-needed expertise in national media relations. He wrote the business plan for the National Media Relations team in Q4 1997, made the team's first hire in Q2 1998, and identified, pursued and won new business prospects. The National Media Relations (NMR) Team grew to 15 people working on 25 clients across four offices, and generated more than $3 million in fees. Norman was responsible for the NMR Team's practice identity and reputation, for developing and evolving new client-focused products and services as well as staff-oriented processes and training for the 400-person firm. Range of Industry Experience and Communications
Expertise He also has significant experience working with midsize companies, including Luxoft (raising its North American visibility), GilderGroup and Forbes Conference Group (launching a new jointly sponsored conference), Symbol Technologies (showcasing technologies beyond bar codes), Internet Security Systems (raising its visibility in the national media), ON Semiconductor (launching the Motorola spin-off). His experience with working with entrepreneurial companies includes Sand Video (helping it generate visibility that lead to competitor Broadcom acquire it for $80 million), Q1 Labs (announcing a significant round and new CEO), Oversight Systems, KVH, Whitebirch Software (securing a 4-star review in PC Magazine), New Directions, BasWare, VistaScape, and others. Norman also has experience working with nonprofit organizations, from small (InterfaithFamily.com), midsize (Bridgestar) and large (Joslin Diabetes Center and M.I.T.) He has managed strategic M&A communication plans for clients including Corning, Internet Security Systems, Novell, and Hyperion and implemented successful IPO programs for companies including FirePond and ON Semiconductor (ONNN). He has planned and executed issue-oriented programs for a range of clients, including the American Academy of Family Physicians, the American Dental Association and Beef Industry Council. He has spoken at conferences and guest-lectured on public relations. Norman serves on the board of directors of a small importing company. Freelance Writer His essay, "The Diploma That Life Confers," was published on the Op-Ed page of The New York Times the day he graduated from Oberlin College with a B.A. in English. His blog, PR BackTalk, provides insights and attitude about PR, journalism and the media. You can follow him on Twitter at NormanBirnbach. E-mail: birnbach@birnbachcom.com Margaret Bonilla She has a strong background in technology, having worked for Wang Laboratories and ManagedOps.com, as well as for clients such as IBM, iRobot and others. She directed the worldwide public relations activities for several years at Wang and led the Brodeur Worldwide team that helped put IBM on the map as a software leader. Additionally, Margaret has a great deal of healthcare experience, having worked with such clients as AstraZenica/National Council on the Aging "My Medicare Matters," Joslin Diabetes Center and Exeter Health Resources. She has worked in the nonprofit sector as well as for government entities. She has directed business development activities at several organizations and is well-versed in lead generation activities and programs that get results. Margaret has led several teams that have achieved industry honors for successful communications campaigns. She has launched products worldwide and jump-started product review programs; she has designed competitive pr/marketing campaigns and handled communications for acquisitions and leadership changes. Her work has led to positive media placements in such media as the Wall Street Journal, Business Week, People, Boston Globe, the Associated Press, Computerworld, PC Magazine, as well as numerous industry-specific media outlets and daily newspapers. She has also organized and implemented highly successful speakers programs designed to maximize client exposure at key business events. An accomplished writer, she has researched, authored and edited strategic communications plans, bylines and white papers, brochures, newsletters and periodicals, advertising and direct mail pieces, press releases and other marketing collateral. She has extensive experience in event management and implementation, as well as media training, presentations skills, communications summits and bootcamps and other areas of professional communications development. Previously, Margaret served as executive vice president at High Point Communications, senior vice president at Brodeur Worldwide, and VP of worldwide enrollment and marketing for Emmanuel College in Boston. She also worked at Wang Laboratories and for the Massachusetts Executive Office of Transportation and Construction. Margaret is a member of a number of professional organizations, including the Public Relations Society of America (PRSA), where she served as a 2006 judge for the Silver Anvils and the Bronze Anvils, the Publicity Club of New England and the WGBH Corporate Executive Council (CEC). She is the co-chair of the WGBH CEC Arts and Culture Committee. She is a past member of several industry associations and formerly served on the public relations committee of the Association for Image and Information Management. She is active in the Concord (NH) Chamber of Commerce and a 2006 graduate of the prestigious Leadership New Hampshire Program. Margaret holds a fine arts degree from The College of The Holy Cross in Worcester and is also a graduate of Girls' Latin School in Boston. She has taken additional courses at the University of Massachusetts Lowell, Merrimack College, Emmanuel College and Harvard Law School. Margaret has conducted numerous training sessions, and guest lectured at Boston University and Emmanuel College. E-mail: mbonilla@birnbachcom.com Ed Golden He has written dozens of white papers, newsletters, bylined articles and speeches for senior executives at clients spanning from Fortune 500 companies like IBM, Corning and Philips to entrepreneurial companies like FirePond and Diomed and for nonprofit organizations like MyJewishLearning. Ed has written web content for companies across a range of industries. He continues to contribute articles to the Associated Press, Boston Herald and other major outlets while writing and editing stories for a top news radio station in Boston. Previously, Ed served as director of editorial services at Brodeur Worldwide, where he oversaw a nine-person staff that generated more than $1.5 million in revenue annually. Prior to Brodeur, Ed was news editor at IDG News Service, directing wire service coverage of the information technology industry and providing editorial content to InfoWorld, Computerworld, NetworkWorld, PC World and more than 200 other IDG publications worldwide. At IDG News, he covered variety of trade shows including COMDEX in Las Vegas, Networld+Interop in Atlanta, CeBIT in Hannover, Germany, Internet World in Chicago and Macworld in Boston. The bulk of his journalism experience was gained during nearly 18 years with The Associated Press, first in New York City on the broadcast desk, and eventually at the AP's Boston Bureau, where he covered everything from fires and politics to sports and business. Ed has also been a contributing writer for several travel and consumer books, including "A Newcomers' Guide to Boston" and "America on Wheels," a Frommer's guide to the Northeast and New York State; and articles for Travel Weekly and other trade publications. He has also written content for AT&T's online news service. Ed began his career in radio in Michigan before heading to New York City, where he worked at several radio stations as a reporter, writer and editor prior to joining the AP in 1978. E-mail: golden@birnbachcom.com Beth Lutz Additionally, Beth is skilled in conference planning, speaking programs and collateral development. In these areas, her special expertise is in message targeting ensuring that clients' critical marketing points resonate with their intended audiences. Prior to freelancing, Beth developed a keen sense of client service from holding marketing positions in both corporate and agency settings. Most recently she was a senior account manager at Allmerica Financial where she developed marketing collateral. Previously, she worked as a senior PR account executive and counseled high tech clients for Weber Shandwick Worldwide, the world's largest public relations firm. From 1995 to 2005, she was a core member of the marketing team at AIR Worldwide, a rapidly growing insurance software and services firm. Beth began her career in 1993 and gained a solid understanding of the insurance industry from her role as a reinsurance broker at Guy Carpenter, a Marsh McLennan company. Throughout her career, Beth has provided PR and communication support to clients in multiple market sectors and in a range of sizes, from startups to public firms to non-profits. She's secured coverage for her clients in top-tier business publications and media outlets including The Wall Street Journal, The Financial Times, The New York Times, Time Magazine and NBC News, as well as many local and highly specialized trade publications. E-mail: blutz@birnbachcom.com Jennifer McNeil Blending strategic thinking with hands-on program management and execution, Jennifer creates the results clients want. With over 14 years of experience in communications, she knows what makes the media tick, how to build a winning corporate or product story, and how to project an integrated and compelling image across key audiences including influencers, employees, investors, and customers. Jennifer works with companies across the consumer, technology, healthcare, and distance learning industries, including Timberland, Luxoft, Joslin Diabetes Center, DiscoverUniversity, VistaScape and others with programs ranging from local and consumer media outreach, to positioning and message development, brand promotion and jump-start marketing. A recent program with software provider VistaScape and Logan International Airport resulted in coverage in over 20 local and national media outlets including The Boston Globe, The Boston Herald, WCVB, WFXT, Fox National, Business Week, USA Today, AP, UPI and others. Jennifer has also provided PR counsel to nonprofit organizations including the Young Entrepreneurs Alliance, Wayside Youth and Family Support Network and the Sherborn Historical Society. Previously, Jennifer was Vice President at Brodeur Worldwide where she headed global accounts with Corning and IBM Software and also helped smaller companies like Brooktrout Software and WRQ gain traction in a crowded marketplace. Her work with Corning Incorporated focused on reinventing their image from a consumer goods company to a technology leader. Program accomplishments included: a 60% increase in national business coverage across key outlets like Fortune, Forbes, Business Week, CNBC, Financial Times, New York Times, Fast Company, USA Today and others; launching new branding and corporate advertising programs; providing strategy and program execution for over $10B in acquisitions; introducing a new CEO; and helping the company celebrate its 150th anniversary on a national and community level. This image-changing work was recognized with a Bell Ringer Award from the Publicity Club of New England in 2001 in the Organizational Identity Campaign category. Perhaps most importantly, despite recent tough market conditions, Jennifer and her team helped Corning maintain its new image rooted in stable leadership, world-class innovation and business credibility. For clients like IBM Software, Brooktrout, and FirePond, Jennifer developed a deep understanding of the software arena - who the players are at any given time (competitors, partners and influencers), what makes the industry tick in terms of trends and shifts, and what elements create a credible and unique story in the software and e-business spaces. She has strong application experience in workflow automation, supply chain management, business intelligence and CRM. Other areas of expertise include data management, transaction processing, security, networking and optical technologies. She is experienced in working with vertical industry influencers and customer/partner programs. Jennifer has determined the current power level of client's image/product offerings with the analyst community, pinpointed where they want and need to take the company next with this audience, and helped them devise and implement strategies and tactics to increase and sustain a stronger presence. Combining good old fashioned care and feeding of analyst relationships with an eye to uncovering and nurturing win-win opportunities, she has worked closely with clients help move the needle. On IBM, Jennifer and her team were instrumental in moving the persona of IBM Software from a quiet, "glass house" player to an aggressive e-business leader. Through extensive work with trade media, analyst and business partner communities around the globe, coverage consistently portrayed IBM Software and its products favorably vs. tough rivals like Microsoft and Oracle, and Lou Gerstner was dubbed Software Executive of the Year by Software Magazine. In addition to her client work at Brodeur, Jennifer was also involved in many agency initiatives including developing and hosting client service training sessions, spearheading the agency's first account quality assurance program, and providing employee and financial management skills coaching. Prior to Brodeur, Jennifer did PR for Kendall Square Research where her work focused on crisis management with the media and investor communities. She started in communications at Digital Equipment Corporation where her PR programs gained unprecedented coverage for several of the company's vertical industry units including Chemical, Oil & Gas and Pharmaceutical. Jennifer graduated summa cum laude from Boston College, and is a Board member of the Women's Advisory Committee of the Boston Chamber of Commerce. She has also been a guest lecturer for PR and IR classes at Boston University. E-mail: mcneil@birnbachcom.com Monica Seidel Her work with high-profile companies includes; IBM, Microsoft, MasterCard International, Fujifilm and Yamaha Corporation of America. She also has a breadth of experience with technology PR (hardware, software and online) as well as B2B, finance, consumer products, event planning and entertainment. Prior to joining Birnbach Communications, Monica worked at MasterCard International as Director of Global Business Communications. With her team of two directs and two agencies (Brodeur Worldwide and Waggener Edstrom), Monica led the team's communications programs in support of multiple business units including the Office of the President, the North America region, Member Relations, Acceptance, Debit, Remote Payment and Presentment Service and Corporate Payment Solutions. Her team generated exceptional media coverage resulting in 137 placements and 89,513,283 media impressions in her first quarter. These results were calculated at more than 10 times the coverage over the previous year. For the first time, the team beat its number one competitor in media coverage during their most intensive marketing program of the year, the Olympics. Monica's experience as part of the Microsoft team at Edelman Worldwide was to help shape and execute launch strategies for Microsoft. Monica helped launch The Microsoft Network (MSN) with an exciting live "site map" tour at New York City's famous Supper Club. Her team's unveiling of Sidewalk.com at Bryant Park drew more than five thousand New Yorkers. Microsoft ActiMates, an interactive early learning system, debuted to rave reviews at New York's annual Toy Fair. CarPoint.com, the first online 360-degree view of a car's interior was unveiled at the International AutoShow in Detroit and received major media coverage in Newsweek and other national print media outlets. At Brodeur Worldwide, Monica served as agency lead to enhance awareness of and increase sales for IBM flagship brands including and especially IBM Mobile Computing (ThinkPad). She and her team of four collaborated on strategy and counsel for IBM Global Services (e-Sourcing), IBM Security/Smart Cards, IBM SWG (Via Voice), IBM Consumer Division, IBM Service and Support and IBM's Segment and Channel Partner Program as well as various events, corporate and philanthropic initiatives. Her team's success in 1998 was touted as a "truly breakout year" by director of communications, Ed Barbini. That year, IBM Mobile Computing generated the highest volume of articles of any brand, with ThinkPad receiving more than four times the amount of its nearest competitor. A sampling of media coverage includes a ThinkPad PC Security/Asset ID story in Bloomberg, excellent ThinkPad reviews in the Associated Press, Rolling Stone, The New York Post and hundreds of other mainstream and trade publications, many of which led to winning prestigious industry awards. At Giles Communications, Monica directed a team of three account executives to develop marketing communications programs for key divisions of Yamaha Corporation of America. These included; The Yamaha Office of Strategic Business Development, Yamaha Computer-Related Products, the Yamaha Audio, Guitar and Synthesizer Division, Yamaha Support Products and Soundcheck - The Yamaha Music Showcase. She personally designed and furnished a modern, lush space in Greenwich Village (at no cost) to debut Voyetra music software, with Mick Fleetwood as the spokesperson. Media coverage included MTV and many music industry trade and mainstream media outlets While working at Markham/Novell, lead agency for Jim Henson and Lancit Media Productions' Reading Rainbow, Monica coordinated media campaigns and philanthropic events (NAACP) for a very different type of client -- General Media International (Bob Guccione's publishing company) and all of their properties and licensing ventures including Omni, Longevity and Compute magazines. At In-Press, a marketing communications company specializing in music and music-related events, Monica collaborated on national tours for well-known recording artists and events including; The B-52's, Tears for Fears, They Might Be Giants, Modern English, the New York Music Awards and the New Music Seminar. Monica also won a large account for the agency: DB Records out of Atlanta, which was best known for giving the B-52's their first recording contract. She managed all national record launches and tours for the label. Monica has a Bachelor of Science degree in Communications from St. John's University as well as minors in Business and English. Monica and her husband Peter enjoy playing with their kids, listening to Satellite radio and reading. Monica is a media junkie and often hogs the remote to surf through the 24-hour news channels. Her favorite books are varied and include Healthy Child, Whole Child, Character is Destiny and The Onion online. E-mail: seidel@birnbachcom.com Jeanne Tee Jeanne is a 20-year veteran of the trade show industry, having worked as an event and trade show planner and a manager of a variety of conference centers in the Northeast United States, including Boston's Hynes Convention Center. This means that her role is valuable not only to her clients, but also to the numerous conference organizers who rely on her expertise to help make their events world-class. At Liberty Mutual Insurance Group, Jeanne spent five years as a marketing service specialist, running the company's speakers bureau and producing trade shows and events for its Commercial Marketing Division. Jeanne uses her behind-the-scenes knowledge of events and trade show management to maximize every client opportunity. An experienced communicator, she works along with each clients' public relations and marketing teams to effectively package press materials, biographies, abstracts and other communications pieces into visibility opportunities that present the client in a consistent and clear way. Previously, Jeanne was the program manager for Brodeur Worldwide's Speakers Bureau where she used her keen research skills to locate and secure the best visibility opportunities for Brodeur clients. Jeanne honed in on understanding the intricacies of each client's products and services. She paired that information with her knowledge of the conference industry to place executives at appropriate venues, enabling them to obtain customers, build partnerships and gain name recognition at the largest industry conferences and the most powerful invitation-only events. E-mail: tee@birnbachcom.com Steven Webster A former Reviews Editor at PC Week, Steve spent seven years at Brodeur Worldwide, most recently as Director of its Product Reviews team, developing an industry-leading product reviews and awards practice. He provides the best possible service for product-oriented technology clients by combining access to his contacts at such publications as eWeek, InfoWorld, PC Magazine, Network Computing, and CRN with his insider's knowledge of what it takes to garner win reviews. Steve's clients at Brodeur included IBM Software, IBM Personal Systems Group, Internet Security Systems, Novell, Phillips Electronics, BioLink, Eastman Software, and WRQ. For IBM Software, Steve's helped launch IBM's VisualAge brand (VisualAge C++, VisualAge Cobol, and VisualAge Smalltalk) by generating positive product reviews. He also supported the release of VisualAge Java and WebSphere tools. Previously, as Reviews Editor at PC Week, Steve developed lasting relationships with many reviewers who are now key industry influencers. Before PC Week, he spent three years at a consumer software start-up, where Steve's responsibilities included nearly all phases of operations: distribution, marketing communications, product design, technical support, manufacturing, and PR. In addition, Steve has worked for Soft-letter examining the software distribution channel and as a general assignment reporter and photographer. E-mail: swebster@birnbachcom.com Lori Zetlin Lori parallels her team's efforts with the client's business and communications objectives to help maximize the benefits of any and all speaking engagements. Whether a client is focused on industry leadership positioning or is gearing up for a new product launch, Lori and her team integrate seamlessly with the client to ensure every opportunity is a success. Lori initiated her career in the trade show and conference planning industry as national sales manager for Hilton International and later worked as director of sales at the Endicott House Conference Center at the Massachusetts Institute of Technology. Lori spent three years at Liberty Mutual Insurance Group as a conference producer where she was responsible for planning all phases of more than 400 company meetings, conferences and events. She also served as a senior marketing services specialist, where she created agendas for a variety of client-focused conferences and founded Liberty Mutual's speakers bureau. Lori then worked as senior manager of meetings and client events for Fidelity Investments. Previously, Lori was the creator and Director of the Speakers Bureau for Brodeur Worldwide. Through her leadership and vision, the program started with Lori servicing two clients and quickly grew into a successful, revenue-generating, global department for the entire agency. Through Lori's direction, her team designed and implemented tailored visibility programs for over thirty companies at one time; ranging from the S&P 50 to technology startups. E-mail: zetlin@birnbachcom.com
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Copyright © 2001-2010 Birnbach Communications, Inc.
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