John R. Morris, Jr.

2306 1st Street Terrace, Sedalia, MO 65301| Mobile: 408-373-7433

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DeyFischer Consulting
Sedalia, MO
Market Research Analyst
11/2010 – Present /
  • Conduct business development and marketing activities.
  • Strategize and execute social media activities.
  • Develop and create marketing materials.

Freelance & Consultative
1/09 – Present /
  • Conducted market research and presentations related to online marketing for companies in the following industries:
  • Grocery/Retail – prepared a detailed presentation for local grocers to help them understand the opportunities available to them by using social media.
  • Hospital/Healthcare – evaluated the web and online presence of a central Missouri hospital to ascertain its competitive position among nine other health care options available to county residents.
  • Higher Education – worked to implement website analytics package and then conducted initial SEO implementation, including keyword analysis, page titling, and meta information analysis.
  • Museum – prepared an executive presentation for the local museum, which is affiliated with the community college, to introduce social media into its marketing plan.

iMarlin LLC
Springfield, MO

Director, Media and Customer Marketing

5/04 – 12/08 /
  • Developed and executed traditional and online media plans, leveraging expertise with website analytics and campaign analysis to determine effectiveness and ROI for campaigns utilizing print advertising, direct mail, banners and skyscrapers, social media, rich media, search engine marketing, and search engine optimization.
  • Internet strategy planning, including search engine marketing, website design and functionality specification, usability, and analysis. Produced proposals, presentations, and technical and execution plans.
  • Managed web-based loyalty and retention program development, which includes rewards and incentives components. Included strategic direction, marketing collateral development and enrollment campaigns, which have increased annually. Program in operation targets foodservice teams in higher education; new segment programs were in development. Produced member and sponsor communications plans, presentations, direct mail and email enrollment mailers and other materials. Coordinated and attended annual national conference, regional conferences and booth showcase. Redemption/participation has increased by 15-20% annually.
  • Managed client relationships for foodservice industry clients including Heinz Foodservice, Johnsonville Sausage, Land O’Lakes Foodservice, M&M Mars/Uncle Ben’s, Mission Foods, Nestlé Waters, Starbucks Foodservice, and Unilever Foodsolutions.

Tracker Marine Group
Springfield, MO
Manager, Customer Acquisition and Retention and Interactive Initiatives
12/2002 – 1/2004 /
  • Directed web development team for annual launch of brand websites to support lead generation and conversion and enhance owner loyalty. In 2003, pages viewed per visitor increased an average of 26% across major brand sites. Site traffic increased by 28% across major brand websites. Responsibilities included functionality, enhancement, design direction, editing of all agency-delivered content and overall usability.
  • Developed and managed proprietary lead management software program used by approximately 25% of the dealer network. Web-based software included auto-responders, branded, customized HTML templates and results-oriented reports. Developed training materials and sample content.
  • Developed programs and tools to facilitate lead generation and conversions by 500+ marine dealerships. Methods included direct mail, special events, promotional kits, and online sweepstakes and traditional sweepstakes. Proprietary web-based software tools included branded, dynamically generated PDF price signs for showroom use.
  • Collaborated with Bass Pro Shops, an affiliated company, on database marketing and customer relationship initiatives.
  • Managed two web programmers and external agencies and programmers.
  • Responsible for annual budget of approximately $250,000.
  • Developed metrics and benchmarks to evaluate processes and ROI.
  • Gathered, analyzed and reported on web metrics, prospect acquisition, sales conversion, owner retention, and ROI. Provided executive summary with recommendations on a quarterly basis.

Revology, Inc.
Santa Clara, CA
Director of Product Development and Website Content
5/2000 – 6/2001 /
  • Conducted market research and analysis for a CRM product suite designed to assist automotive retailers in attracting and retaining customers.
  • Developed technology specification documents for customer-facing products, including user interface design and required functionality.
  • Responsible for all website content for Revology.com and RevAuto.com, including customer, dealer, and administrative sites.
  • Developed marketing materials, including dealer marketing collateral and email communications to dealers and customers.

Deloitte & Touche LLP
San Jose, CA Practice Office
Proposal Writer
11/1998 – 5/2000 /
  • Collaborated with partners and senior managers to write, edit, and produce proposals and other client-related deliverables for high technology service lines, including audit, consulting, e-business, and tax. Maintained relationships with practice leaders to ensure proposals contained the most current service offering information and client lists. Estimated number of delivered proposals was 150, with a success rate greater than 70 percent on deadlines ranging from six hours to several days.
  • Coordinated information on the firm’s capabilities to serve high technology companies with 100+ domestic offices.

Washington, DC Practice Office
Communications Coordinator
12/1995 – 10/1998 /
  • Managed the region’s contact database, including training parties as needed to update individual partner-related data.
  • Wrote, edited and coordinated monthly practice newsletter, which included original content, oversight of newsletter contributors, editorial calendar maintenance, selection of material included in each newsletter, layout, design, production, and distribution to the Central Atlantic regional offices. Also wrote and produced annual Alumni Newsletter and Directory.
  • Conducted market research and competitive intelligence to identify and support Firm targeting initiatives. Managed Firm publications and served as a resource to all internal and external inquiries about Firm publications.
  • Managed direct mail marketing program for approximately 36 publications and produced mailing lists for special events and other special mailings.

Education /
  • University of South Florida, Tampa, FL
    BA, Mass Communications/Public Relations, 1993
  • Montgomery College, Rockville, MD
    AA, Mass Communications/Advertising Design, 1988

Professional Skills /
  • Serve as Admin on LinkedIn and Facebook groups.
  • Extremely effective communicator.
  • Exceptional marketing writer and editor.
  • Creatively-minded, detail-oriented and thorough.
  • Highly effective user of Microsoft Office products.
  • Experienced with WebTrends, WebPosition, and Google Analytics packages.
  • Award-winning parade float builder/designer.

Professional References

  • Kathy Bentaieb was my supervisor while I was with Deloitte & Touche in San Jose. She is currently a marketing director with Raytheon in Santa Clara, CA and can be reached at 408-836-8093.
  • Stacey Peek-Rasmussen was my colleague and project lead while I was with iMarlin. She is currently raising her daughter and volunteering and can be reached at 417-459-9908.
  • Laura Tocchet was my colleague while I was at Revology. She is currently a marketing director with AllianceBernstein in New York City and can be reached at 415-990-2211.

CLIENT CASE STUDY | BACKGROUND

Launched in October 1999, the client’s website each month offered five new recipes, developed specifically for foodservice. Visitors could save recipes to an online Recipe Box, which also allowed them to print a shopping list. Beyond that, the website was under-delivering on the promise of web-based marketing. In 2004, the average number of monthly visitors was failing to meet expectations, and rarely exceeded 10,000 page views.

OBJECTIVES

In March 2005, Agency took over with a directive to meet the needs of operators and provide useful solutions for Client’s sales force. Agency also provides ongoing website maintenance, adding new content each month.

TACTICS

  • 2005
  • Directed the website’s URL a more easily recalled and search engine relevant URL.
  • Redesigned the website interface to deliver a more cohesive brand experience.
  • Enhanced website functionality to more directly connect customers with sales, marketing and distribution.
  • Extended media into online channels.
  • 2006
  • Developed and introduced new website functions to meet multiple user demands.
  • Expanded marketing mix into more online channels.
  • 2007
  • Provided continued website strategy and innovation to further engage users.
  • Launched a text-version email newsletter to engage opt-in website users.
  • Initiated multiple search engine campaigns to drive traffic.
  • 2008
  • Launched an HTML email newsletter to further engage website users and enhance the brand experience.
  • Redesigned the website homepage to align to new brand messaging.
  • Increased use of Flash technology to more efficiently and effectively engage website visitors.

RESULTS

  • 2005
  • April-December website page views increased by 28%, driven by the new media channels.
  • Key success metrics grew by 8%.
  • 2006
  • Website page views increased by 138% over 2005, more than tripling the 2004 average monthly visits.
  • Visits by repeat users grew by 450%.
  • Key success metrics increased by 56%.
  • 2007
  • Website page views increased by 28% over 2006.
  • More rich media applications are present on the website to enrich the end user experience.
  • Key success metrics have grown by 166% since March 2005.
  • 2008
  • Website traffic increased by 28% over 2007, averaging more than 40,000 page views per month.
  • Key success metrics have grown by 191% since March 2005.

Since 2006:

  • Average new visitors have increased by 29%.
  • Average number of visits has increased by 25%.
  • Company product pages views have increased by 29%.
  • Visit duration has increased from 158 seconds to 196 seconds.

The client has built an admirable base of loyal and regular customers by utilizing multiple online channels to promote their unique value proposition. Their website, truly an extension of their brand, is supporting and growing with the company. It is best-in-class in their industry segment.