HOW TO WRITE & TEST A TELEMARKETING SCRIPT:

John Kiminecz: Director, Marketing Strategy

John Kiminecz started his career at InfoCision Management Corporation in December 1996 as a Creative Specialist, working up to his current role of Director - Strategic Marketing.  John has worked with some of the largest clients in the country, such as American Express, Columbia House, Bank One, EarthLink and Alltel.

John's role is instrumental in creating profitable new marketing angles for some of the nation's top corporations and not-for-profit organizations.  John has been a direct marketing professional since 1990 and is very effective at cultivating successful new ideas.  John graduated from Kent State University in 1986 with an emphasis in French, German, Latin, Russian and Arabic and received his MBA from Ohio State University in 1990.

Samantha Poole:

As manager of InfoCision’s corporate university, Samantha Poole oversees training and development for the company’s salaried staff of more than 800 professionals.  Under her leadership, InfoCision Management Corporate University (IMCU) has grown to offer more than 100 classes in direct marketing, technical skills, and personal and professional development. 

Samantha joined InfoCision in 2002 as an account representative in the Christian Division.  From there, she was promoted to senior account representative and again to account executive.  She was promoted to her current role with IMCU in 2006.

Samantha holds a bachelor’s degree in business administration from Kent State University.  She is a member of the American Society for Training and Development and is active in the organization’s Akron chapter.  In her free time, she enjoys volunteering for Junior Achievement in Akron.

DIRECT MARKETING TOOL KIT - ARE WE CAPABLE OF MANAGING OURSELVES? 

THE NEED FOR SRO:

Tim Searcy       

Tim Searcy has been involved in the direct marketing industry for over 30 years, beginning at the age of 10.  He has had the privilege of serving as a senior executive in the largest and fastest growing direct marketing companies in the world, including West Teleservices, APAC Teleservices, Transcom Worldwide, and Rapp Collins.  With sales and CEO responsibilities combined, Tim has been responsible for development of over $2 billion in outsourced teleservices and direct marketing solutions worldwide.

Currently Mr. Searcy serves as the CEO of the American Teleservices Association (ATA). As legislator’s turn their focus from the outbound sales component of our business, Mr. Searcy fights to preserve the operational freedom of inbound practices from over regulation.

Internationally, Mr. Searcy has worked throughout Europe, India, the Philippines, and Central and South America to encourage growth, regulatory compliance, and the establishment of common standards of excellent practice throughout the teleservices industry.

As the ‘spokesman for the teleservices industry,’ Mr. Searcy has conducted hundreds of interviews on issues related to federal, state and international legislation and regulation, and has appeared on national programs and networks including Hardball with Chris Matthews, The O’Reilly Factor, Crossfire, Fox News, CNN, CNBC, NBC, ABC, and others. He testifies before U.S. House and Senate Committees, and lobbies in Washington regularly.

Mr. Searcy has been inducted into the Teleservices Hall of Fame and has received Customer Interaction Solutions’ Lifetime Achievement Award. He is a member of the Board of Directors for the University of Akron’s Taylor Institute for Direct Marketing Studies, and sits on the Editorial Board of Direct Marketing: An International Journal. Mr. Searcy is a highly sought after international speaker and published author on CEO leadership, sales and marketing, and the future of the direct marketing industry.

On a personal note, Tim is blessed with a beautiful wife of 20 years, and two wonderful children, and makes his home in Indianapolis, IN.  Tim is active in his church, and is a member of the Board of Directors for The Professor Garfield Foundation, to promote worldwide literacy. 

THE DIRECT INTEGRATED MULTI-CHANNEL MARKETING PROCESS:

Dr. Peter Johnson:

Peter A. Johnson, Ph.D., is Vice President for Research Strategy and Platforms with the Direct Marketing Association (DMA), where he also serves as Senior Economist.

Since joining DMA in 2001, Dr. Johnson’s research has focused on the economics of direct marketing channels. His forecasting publications include the DMA’s Quarterly Business Review and the annual Power of Direct Marketing: Economic Impact Report. His regulatory impact analyses, benchmarking and best practice research includes such topics as the economic costs of Do Not Mail legislation, the reform of the US Postal Service, the remote sales tax (“use tax”) issue, the impact of the Federal Do Not Call registry on the teleservices industry and the economics of e-mail marketing, among others.

Dr. Johnson’s research on channel economics is used extensively in DMA’s government affairs and corporate responsibility efforts with Federal and state lawmakers and executive agencies. Most recently, he testified to the U.S. Congress on the effect of “Business Activity” taxes on direct marketers. In 2002, he co-authored a brief to the United States Supreme Court on behalf of DMA on the value of customer data to direct marketing. A frequent speaker at industry and corporate events, Dr. Johnson serves on the Board of Directors of the Marketing Accountability Standards Board.

Before joining DMA in 2001, Dr. Johnson was a professor of public policy at Columbia University in New York City (where he is still affiliated). He received his Ph.D. from Cornell University in 1991.  He has also been a member of the faculties of Bryn Mawr College, McGill University, and the Union Institute, during which time he published numerous books and articles in the fields of government regulation of markets and marketing. 

INTEGRATIVE MARKETING – INTEGRATING AND COORDINATING MARKETING CHANNELS:

Tim Dimoff:

Timothy A. Dimoff, Founder and President of SACS Consulting & Investigative Services, Inc., is considered one of the nation’s leading authorities in high-risk workplace and human resource issues, security, vulnerability assessments, terrorism and crime.  He is known as a speaker, trainer, investigator and author and has appeared on national radio and television shows including Dateline, NBC and CNN, and in major newspapers including The Chicago Tribune, The New York Times, The LA Times, The Washington Post, and The Wall Street Journal.  Dimoff is a nationally recognized expert on violent behavior and criminal investigation and has provided crime commentary and profiling analysis on television and radio appearances including MSNBC, CNN, and Court TV.  As a consultant to law enforcement and the media, Dimoff has been called upon to examine evidence from crime scenes and victim and witness reports to develop an offender description.

Dimoff is the author of six books, including How to Recognize Substance Abuse, The YOU in Business and Life Rage, a chilling examination of societal rage and safeguards against it.  Dimoff is also nationally recognized for his expertise in developing training programs for corporations, law enforcement, security agencies, and other organizations.  His expertise includes high risk and security issues, human resource issues, corporate investigations, liability issues from hiring to firing, drugs and substance abuse, identity theft, law enforcement procedures, and victim justice.

Dimoff holds a B.S. in Sociology, with an emphasis in criminology, from Dennison University and is a registered national expert who is often called upon to testify throughout the United States. 

He is board certified by ASIS (American Society of Industrial Security) as a Certified Protection Professional (CPP™), a designation that indicates board certification in security management and is recognized worldwide as the highest recognition accorded a security practitioner.

RELATIONSHIP MARKETING - BUILDING & NURTURING BUSINESS RELATIONSHIPS:

Tom Rocca

Tom Rocca is president of KPI Group, headquartered in Atlanta, Georgia.  (Marietta / Kennesaw) Tom has over 25 years in customer service and sales technology re-engineering for call centers.  He keeps a continual focus on “staying compliant” on all federal and state call center rulings.  Mr. Rocca, with KPI Group provides outsource partner selection, RFP development and management, technology selection & contract negotiation, call center auditing, best practices & sales process flow analysis, sales and service performance enhancement (KPI’s), and federal, state and insurance compliance management.

Tom Rocca has been an active member of the American Teleservices Association (ATA) since 1987 and is a Past Chairman. Since 1990, he has also been an active member of SOCAP International / Society of Consumer Affairs Professionals and is the Past President of the Georgia chapter, now serving on the SOCAP National Board of Directors.  He also serves on ICSA’s (International Customer Service Association), as the Georgia Chapter President & on the Board of Directors, in Atlanta.  As an industry expert, Mr. Rocca is a frequent speaker at regional customer service and consumer affairs seminars focused on contact center technologies and giving legislative updates. He has written many articles and participated in numerous speaking engagements on “Trends and Facts on Consumer Contact Center Technologies”, “Industry Legislative Updates”, “Choosing an Outsourcing Partner” and “Compliance in an Evolving Contact Center Environment”.  Listen to Tom Rocca on "Talk About Service" Radio, which can be heard anytime on www.talkaboutservice.net.

SEARCH ENGINE OPTIMIZATION –  IF YOU ARE NOT ON THE FIRST PAGE OF GOOGLE, YOU DO NOT EXIST:

David Rodriguez, Vice President of Publications and Conferences, David’s responsibilities include overseeing the sales and day to day operations of the magazine, online media and trade show properties.  Under his direction, TMC publications, online media vehicles, and events have earned market-leading positions by constantly growing revenue and market share.  He joined TMC in November 2003.

Prior to his tenure with TMC, David was employed by Penton Media where he held the positions of Global Event Sales Manager for the Wireless events group and National Sales Manager for the ISPworld website.  Previously, he was a Circulation & Marketing Director for TAM Communications where he was responsible for the marketing and circulation of seven consumer titles.  David received a BA from the University of Connecticut.

Jean Gianfagna is a leading direct marketing strategist with more than 30 years of experience.  Jean founded Gianfagna Marketing, Inc., an award-winning consulting and creative services firm in Cleveland, in 1992 after holding high-level marketing management positions at leading companies in Washington, DC. She has provided marketing guidance to Fortune 500 companies, taught marketing and advertising strategy at leading universities, conducted several seminars, and authored articles on direct marketing in national trade publications.

Jean has garnered numerous professional awards for marketing and entrepreneurial achievement:

• 2007 Rainmaker in Marketing & Communications from Northern Ohio Live magazine;
• 2006 Direct Mail Vendor of the Year by the Cleveland Postal Customers Council;
• 2005 Enterprising Women of the Year Award from Enterprising Women magazine;
• 2005 Distinguished Marketing & Sales Award from Sales & Marketing Executives of Cleveland;
• Professional of the Year, a lifetime achievement award from the Direct Marketing Association of Washington;
• Top 10 Women Business Owners in Northeast Ohio.

Jean is Past President of the Cleveland Direct Marketing Association and the National Association of Women Business Owners (NAWBO) Cleveland Chapter, and a former Board member and Vice President of the Direct Marketing Association of Washington.

Dr. Dale M. Lewison 

Dale Lewison was born in Wisconsin and graduated from the University of Wisconsin. He earned his Masters and Doctorate degrees from The University of Oklahoma. Dr Lewison's academic career involves teaching and research assignments at Wisconsin State University, The University of Oklahoma, The University of South Carolina, The University of Arkansas, and The University of Akron.

Dr Lewison has served as the Chairperson of the Department of Marketing in the College of Business Administration at The University of Akron from 1981 to 2007. During his tenure as department chair, Dr. Lewison and his faculty developed and expanded the following degree programs - Marketing Management, Sales Management, E-Marketing/Advertising, and International Business. With over 900 majors, the success of these four programs makes the Marketing Department the largest degree granting unit at the University of Akron.

Dr Lewison's traditional areas of academic interest are in competitive business strategy, marketing strategy, multi-channel marketing, direct marketing and strategic retail management. He has authored numerous articles, and papers. Additional intellectual contributions include numerous academic text books [retailing, marketing channels, and experiential learning exercises] and several trade books [direct marketing and multi-channel marketing] in each of his areas of interest. Dr. Lewison is currently co-editor of the Marketing Management Journal.

Dr. Lewison is the founder and current director of the new Taylor Institute for Direct Marketing. The Taylor Institute is the largest [30,000 square feet] and most innovative business learning venue in the world. The Taylor facility includes a database analytical marketing laboratory, a creative marketing laboratory, a state-of-the-art call center, a direct response print laboratory, and e-marketing laboratory supported by a Internet usability lab, a focus group research facility, several creative brainstorming rooms, a direct marketing library, several upscale class, conference, and seminar rooms, a five unit direct marketing business incubator, and a student resource suite. The totally wireless environment is supported by the latest teaching and learning technologies. As Director of the Institute, Dr. Lewison is responsible for its development and growth. The Taylor Institute and the Marketing Department's academic programs in direct marketing make it the largest such endeavor in this rapidly expanding field of academic study and professional development

Dr. Lewison is also the founder and director of the Suarez Applied Marketing Research Laboratories at the University of Akron. Currently under construction, the Suarez laboratories include a business intelligence lab, an experimental design testing and research lab, a survey research facility, and offices classrooms, and student study areas.

Aaron Geh is Vice President of Marketing and Sales at The Karcher Group. He has over eight years experience in the web development and search marketing field, having worked with literally hundreds of web development and SEO clients during his tenure at TKG.

Aaron is responsible for bringing new clients on board, but also ensuring that existing ones are happy. He handles long-term strategic planning to ensure that TKG meets and exceeds its monthly and yearly sales goals and stays abreast of the latest industry trends. He keeps a close eye on all things web-related and helps guide the marketing/sales staff accordingly.

Andrew R. Thomas is Assistant Professor of Marketing and International Business and Associate Director of The Taylor Institute for Direct Marketing at the University of Akron.

A New York Times best-selling writer, Dr. Thomas is author or co-author of 13 business books, including:

• Global Manifest Destiny: Growing Your Business in a Borderless Economy
• Direct Marketing in Action: Proven Strategies for Finding and Keeping Your Best Customers
• The New World Marketing
• Growing Your Business in Emerging Markets: Promise & Perils
• The Rise of Women Entrepreneurs: People, Processes, and Global Trends
• Defining the Really Great Boss
• Managing by Accountability: What Every Leader Needs to Know About Responsibility, Integrity – and Results
• Change or Die! How to Transform Your Organization from the Inside Out
• Aviation Security Management: A Three Volume Set
• Aviation Insecurity: The New Challenges of Air Travel
• Air Rage: Crisis in the Skies

A successful global entrepreneur, Professor Thomas has traveled to and done business in more than 120 countries on all seven continents.