For over a year now, I've worked with Mainline Cruise & Travel as a virtual marketing director'. In August 1999, I got a Call from Claudia Wilson, the then-president of Mainline.

The Problem

At the time, Claudia had 2 marketing staff members who were strong in the implementation of projects, but felt less comfortable with the strategic aspects of the company's marketing. Claudia needed a 'driver' for the marketing effort who could prioritize the numerous marketing programs underway & make sure they were implemented.

The Solution

My first task with Mainline was to develop a strategic marketing plan. For input into the plan, the marketing manager, the marketing assistant and I met with many of the 40+ Mainline managers & agents. And we also had planning sessions with the company's top 10 vendors. Throughout this all, I facilitated regular strategy sessions with the staff to plot out future marketing strategies. When finished, the marketing plan served as a blueprint for the company's future marketing activities and included a detailed marketing timeline. Among the highest-priority ads, billboard advertising, radio advertising, direct mail, face-to-face selling events and a website relaunch.

The Benefits

After completing the marketing plan, I was asked to stay on as the 'virtual marketing director' directing the staff and ensuring the marketing process continued. Since August '99, I've seen the company dramatically improve its marketing by:

• Adopting a more strategic approach
• Focusing on key marketing programs to grow the business
• Adopting more consistent positioning & communications
• Strengthening its branding efforts

If you'd like more in formation on how a 'virtual marketing director' could help your company, call me at (612) 824-4833, e-mail me at lipe@emergemarketing.com.