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Seminar Series
Financial Services &

Customer Service &

Women In Business
Human Resources

15th Customer Service and Marketing Seminar
November 9-10, 2005

Speakers / Co-sponsors

Keynote Speakers

Michael A. McCullough
Executive Vice President, Chief Marketing Officer, The Miami HEAT

Utilizing Your Marketing Assets

Michael McCullough's role with the HEAT could best be described as the "brand architect". In his eight years at the helm of the HEAT's marketing operation, he has established new benchmarks for sports marketing, brand building, and promotions. Under his guidance, the HEAT's marketing team has repeatedly been recognized for excellence and has received numerous awards and accolades. Mr. McCullough will draw on his extensive experience to share creative marketing techniques for the sporting industry.

John Devos
Senior Vice President for Product Strategy, Schwan's Food Service Inc.

Customer Segmentation & Customer Service

John joined The Schwan Food Company in 1987 and has held positions of increasingly responsiblity in the consumer brands and home service businesses. He is a member of the company's Senior Executive Development Program (SEDP) class of 2002. In the past two years, John has led the reengineering efforts of a 50 year-old plus direct sales and distribution company to a responsive customer driven business, which utilizes flexible distribution systems, and state-of-the-art CRM initiatives to provide hundreds of product and meal solutions to customer households. John will discuss unique alternatives to traditional marketing.

John F. Sickles
CEO & Founder , Tricordia, LLC

The Future of Cause, Loyalty and Affinity Marketing

Tricordia reflects the vision of John F. Sickles, a recent cancer survivor and 30-year Wall Street trader. His background allows him to think outside the box with a unique perspective and approach to traditional marketing. John will discuss the inefficiencies of common consumer marketing tactics and how deviating from conventional wisdom will result in a more effective marketing programs. John's presentation will give attendees a vast view into the near future of cause, loyalty, and affinity marketing through programs like purpose driving purchasing.

Tad Martin
Senior Vice President, Merchandising and Operations, 2005 Year of the Customer

Tad Martin manages the buyers, B2B sales, customer service, warehouse operations, and fraud management at Formerly a sporting goods buyer and Director of Merchandising for the company, Tad came to in 2000 through the acquisition of where he was Senior Product Manager. Tad's first merchandising experience came with the Salt Lake Olympic Bid Committee where he developed a program to raise money through the sale of Olympic logo merchandise. Previously, he was the National Sales Manger for Chisco, a Salt Lake City-based sports accessory company. Tad will show how having a customer focus in 2005 has helped succeed in a challenging market.

Karen Breen Vogel
CEO, ClearGauge
Leveraging the Internet to Drive Business Growth

Karen is a highly regarded and passionate thought leader on the Internet's impact on the future of marketing and customer relationships. As President/CEO of ClearGauge, she leads strategic engagements, and manages overall operations and shareholder value. Their clients include GE Corporate Financial Services, Siemens, Dow Chemical, and DuPont. She is a frequent speaker at the CMO Council, DMA, and BMA, and the author of several articles and white papers on effectively developing relationships via the Internet. She will discuss how to capitalize on the potential of the internet to expand your business.

John Lauck
Executive Vice President of Marketing, Mrs. Fields Famous Brands

Building Power Brands

John has over 25 years of marketing and brand building experience including executive level marketing positions with Arby's,, Footaction, Blockbuster, PepsiCo/Pizza Hut, and General Mills. John leads the marketing, licensing, and product development efforts for Mrs. Fields Famous Brands, including Mrs. Fields Cookies, Great American Cookies, TCBY, Pretzel Time, and Pretzel Maker. John also serves on the National Advisory Council for the Marriott School of Business.

David Carlick
Managing Director, VantagePoint Venture Partners

Every Click Is A Survey: How the Instant Feedback of Online Marketing is Giving Online Marketers the Inside Track

Mr. Carlick is widely recognized as a leader in marketing, sales, advertising, and the Internet, and has been a venture investor in online marketing companies since the mid-1990s. He built Carlick Advertising into one of Silicon Valley 's largest independent agencies. Mr. Carlick was a Founding Director of International Network Services. His work with standards-setting Internet companies includes: early Co-Founder of DoubleClick, Founding Director of I/Pro, and Director of Big Book, which was acquired by Verizon. Mr. Carlick is also a director of Ask Jeeves. Mr. Carlick will discuss how the instantaneous feedback from online direct marketing drives better strategy, and how word of mouth is the strongest driver of all.

Concurrent Speakers


Scott Sampson
Ph.D. Associate Professor, Brigham Young University

Managing the Seven Roles of Service Customers

Dr. Scott Sampson is an Associate Professor of Business Management and a Rollins Fellow of e-Business at Brigham Young University . He teaches MBA, Executive MBA, and undergraduate courses in Services Management and Supply Chain Management. He is the author of the text book "Understanding Service Businesses,". His award-winning research involves service design, service quality measurement, and service supply chains. In this presentation, Dr. Sampson outlines seven major roles of service customers, and what service providers can do to enhance those roles, which leads to more effective customer involvement and satisfaction.

Eric Schulz
Vice President of Marketing, Larry H. Miller Sports & Entertainment Group

Meaningful Marketing

Eric has worked for several international organizations including Procter & Gamble, Walt Disney Studios, and The Coca-Cola Company. He was part of the P&G Invention Team, and was the creator of the spout that is now on your orange juice carton! While working at Disney, he managed top video releases such as "The Little Mermaid", "Aladdin", "Lion King", and others. In 1994, he joined The Coca-Cola Company in Atlanta to head up Coke's global sponsorship of the 1996 Summer Olympic Games. He has recently been teaching Product & Brand Management at both the University of Utah and BYU business schools. Most effective marketing campaigns are a blend of mindless and meaningful marketing strategies. This lecture shares proven methods to maximize both and wow your customers.

Cathy L. Hartman, Ph.D. Professor
Utah State Universtiy

Edwin R. Stafford, Ph.D. Associate Professor
Utah State Universtiy

Marketing in the New Age of 'CleanTech' - How to Avoid 'Green Marketing Myopia' to Deliver Consumer Value

Ed and Cathy are marketing professors in the Business Administration Department at USU. They have conducted research on the market diffusion of cleaner technologies, and have written extensively on the economic opportunities and strategies for capitalizing on the emerging Age of 'CleanTech.' CleanTech refers to the next generation of cleaner, more efficient technologies, and products. Recently, they received a $500,000 U.S. Department of Energy grant to study market and policy factors driving wind power development in rural Utah . This session provides some guidelines on how marketers can broaden the consumer appeal of green products for market success.

Chad Jones
Director of Corporate Communications, Questar Corporation

Burned by Branding: From Sizzle to Fizzle

For the past 26 years Chad has been telling Questar's story in many ways. His team is responsible for brand management, including public and media relations, advertising, company publications, graphic design, photographic services, and Web-site content. He also serves on the American Gas Association's public relations committee, which represents 195 local utility companies that deliver natural gas to more than 56 million customers throughout the U.S. Chad will discuss some of the brand related challenges that Questar encountered after the company changed its name a few years ago.

Jeff Johnson
Vice President, Meyer & Liechty, Inc., and Dialect Brand Translation

Global Zoom: The Zoom Lens of Global Branding

At present, Jeff Johnson is involved in global branding from two different company perspectives: as the vice president of both Meyer & Liechty, Inc., and Dialect Brand Translation. Meyer & Liechty has produced global campaigns for more than 200 markets in 30 languages. Their work has been published in international books and magazines and has won many awards. Their clients include a Fortune 100 financial services company, the United Nations, the World Trade Centers Association, Symantec, and Berlitz. Dialect Brand Translation adapts marketing materials for international markets. This presentation discusses a few of principles and organizational ideas that allow you to change your perspective from global to local on a project-by-project basis and find the necessary balance.

Sara Toliver
Vice President, Ruby & Begonia/The White Fig/Olive & Dahli
Co-Owner - Chapelle, Ltd.

Customer Service & Marketing for Small Businesses

As the Vice President and Marketing Director of Chapelle, Ltd., Sara Toliver also co-owns three retail stores located on Historic 25th Street in Ogden : Ruby & Begonia, The White Fig, and Olive & Dahlia. Ruby & Begonia was the back-to-back recipient of Gifts & Decorative Accessories Retailer of the Year Award. An MBA graduate, she has also authored two best-selling books and has coauthored two others. She serves as Vice President of Historic 25, Co-Chair of the annual Harvest Moon Celebration, and is a member of the Chamber of Commerce, Women in Business, the Ogden City Special Events Advisory Committee, and the Jr. League of Ogden . She will discuss unique and creative ways to tackle customer service and marketing from the perspective of a small business owner.


Dave is a Franchise Service Director for Choice Hotels International, wherein he acts as a business consultatnt and liason to 47 hotels in Utah and Wyoming , working with the hotels owners, managers, and staffs, assisting with operational training, sales and marketing, computer systems, and applications, and revenue management. Choice Hotels International (NSE:CHH) is one of the largest hotel franchise companies in the world with over 5,000 hotels, inns, all-suite hotels and resorts open an under development in 48 countries and territories under the Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Econo Lodge, and Rodeway Inn brand names.

Dave has worked in or with hotels since 1973, and earned the designation of Certified Hotel Administrator, completing sutdies an hands-on experience through the American Hotel & Lodging Association. He has always strongly believed 'a sense of value can only come through service to others'. Dave has earned recognition among his peers as Road Warrior of the Year for four of the last five years running, as well as earning 'The Power of Exceptional Service Award' presented by his company's pressident and CEO.

In this presentation learn the challenges facing Service America today; why customer satisfaction research and development are becoming like rocket science. Also discover several common traits of highly successful owners and managers of service organizations.

Midwest Sales
Trent Brown, President
1303 South Swaner Road, Suite B
Salt Lake City, UT 84104
Phone: 1-800-469-4399
Email: [email protected]
Web site:

Public Relations Society of America (PRSA)
Dave Smith
1706 S Major St
Salt Lake City, UT 84115
Phone: 801.498.4800
Fax: 801.487.0707

American Society for Training & Development (ASTD)
Robin Adair
PO Box 271491
Salt Lake City, UT 84127-1491
Phone: 801.288.4135

Utah Advertising Federation (UAF)
Deann Budge
Executive Director
230 West 200 South, Suite 2102
Phone: 801.355.9001
Fax: 801.355.9021
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