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Keith F. Luscher
(614) 205-0830
http://www.keithluscher.com
hire@keithluscher.com
EXECUTIVE PROFILE
Marketing, Public Relations, and Communication
Professional with eighteen years experience across a wide range
of disciplines, with a proven track record of reaching beyond
the expected to produce real, measurable results. Highly adaptable;
identifies and fills needs where they arise. Insightful, intelligent,
and creative. A natural leader.
CAREER ACHIEVEMENTS
* Business-to-Business Sales Person: Prospected,
qualified, evaluated, proposed and closed client service engagements
ranging from $7,500 to $60,000.
* Marketing Consultant: Counseled and educated the principals
of a fee-only money management firm in growing their managed
assets more than 50 percent since November 2005.
* PR / National Spokesperson: served as the national spokesperson
for General Electric's national "Men-Do-Laundry Month"--a
public relations campaign to promote the launch of GE's Profile
Harmony™ Laundry System (now one of the company's flagship
lines of consumer appliances).
* Project consultant, developer and ghost-writer: Prospect or
Perish, a new curriculum course now published and offered by
The American College as part of the Life Underwriter Training
Council Fellow and Financial Services Specialist designation
programs for professionals in the insurance industry.
* Marketing Director: Created a marketing vehicle where there
was none before, that continues to generate between 100-150
qualified leads per mailing, fueling sales and long-term client
relationships after ten years in practice.
* Capital Fund Raising: Leveraged current technologies to streamline
comprehensive marketing/public relations endeavors for non-profit
capital campaigns, cutting costs and overall production time
from five months to six to eight weeks; Campaigns raised in
excess of $300 million over ten years.
* Author: Published author before the age of 30. Second book,
Don't Wait Until You Graduate! is a strong perennial backlist
seller, is now in its Second Edition and has been translated
into Chinese for distribution throughout Asia.
PROFESSIONAL ATTRIBUTES
* An expert in all forms of communication media,
as a conceptualist, writer (both short and long projects), graphic
designer (for print and web), and video producer (subject interviewer,
director, scriptwriter, and nonlinear editing).
* Industries served include (but not necessarily limited to)
healthcare, building products, fundraising, insurance, securities,
financial services, wholesale distribution, social services,
arts organizations, nonprofit, higher education, and book publishing.
* An outstanding listener, with tact, humor and sensitivity
to other viewpoints.
* Experienced project manager, prudently utilizing time, human
and financial resources.
* Highly articulate, with a keen ability to understand complex
issues and then convey them succinctly for a wider audience,
both in writing and public speaking (before a live audience,
on television or on the radio).
* An avid reader, learner, and eagerly seeks new experiences
and challenges.
PROFESSIONAL EXPERIENCE
Consultant / Principal - 2005 - 2007
K&L Resources, Inc., Columbus, Ohio
Providing counsel and project management services in both human
capital development and customer communication programs. Additional
services include message/strategy development, planning, copy
writing, graphic design (for both print and the web), and video
production. Major client accomplishments include (but are not
limited to):
* The Joseph Group Capital Management: Periodic consulting services
with occasional project management has kept the principals of
this firm focused on marketing, prospecting and growing their
managed assets more than 50 percent since November 2005.
* IMPACT Safety: Guided a nonprofit personal safety training
organization in redefining itself from a small, reactive safety
training workshop provider to a proactive, value-based risk
management solutions provider for the greater Columbus corporate
community, thus laying the foundation for higher level engagements
and value-based fees (In the wake of its new public persona,
the demand for service has increased exponentially).
* Ferris Baker Watts, Inc.: This 80-year old securities firm
is relatively new to central Ohio. Created a business development
strategy to make the FBW name "part of the landscape"
and fuel producers' prospecting and sales activities. Meanwhile,
the business development strategy has been copied by other FBW
branches.
* Financial Services Institute, LTD: Lead project consultant,
developer and writer of Prospect or Perish, a new curriculum
course now published and offered by The American College as
part of the LUTCF and FSS designation programs for professionals
in the insurance industry.
* Mooney Financial Services/Society of Registered Securities
Professionals: Lead project consultant, developer and co-author
(shared byline with Alan K. Mooney) of a new ethics program
designed specifically for independent investment representatives
(this project is still in progress).
Consultant/Creative Director - 1993 - 2005
Goettler Associates, Inc., Columbus, Ohio
(1993-2003 W-2; 2003-2005 1099) Primary responsibilities included
consulting onsite with clients, major donors, and campaign directors
in establishing marketing strategies and producing materials
for major capital campaigns. This also required the researching
and writing of cases for support, executive summaries, program
and video scripts, brochures, direct mail letters and other
public relations documents. Production of marketing materials
included conceptualization, writing, graphic design and print
management; video production work involved conducting on-camera
interviews; directing on-location videography; assembling various
elements into final PR and fund-raising video presentations.
All processes required project management of production schedules,
managing staff, budgets and client billing. Facilitated the
firm's own PR and marketing activities (article placements,
marketing materials, direct mail, and website).
* Campaigns raised in excess of $300 million over ten years.
* Streamlined the marketing production process for capital campaigns,
cutting overall project time from five months to six to eight
weeks, and doing more with less.
* Created a marketing vehicle where there was none before, that
continues to generate between 100-150 qualified leads per mailing,
and feeds sales after ten years in production.
* Leveraged expertise in the latest printing and production
technologies to slash production costs and turn-around time
of key in-house marketing materials.
* Initiated and completed total overhaul and reconstruction
of company's website.
National Spokesperson, GE Publicity Campaign -
2003 - 2003
Peppercom Strategic Communication, New York, New York
As the author of a highly acclaimed book on husband-wife relationships,
and experienced and comfortable in front of a camera and before
an audience, selected as the national spokesperson for General
Electric's national "Men-Do-Laundry Month" —a
public relations campaign conducted in August, 2003 to advance
a message of balanced chores in the household, as well promoting
GE's Profile Harmony™ integrated laundry system.
* Participated in a satellite media tour based in New York,
completing 22 live television interviews with morning talk shows
across the country.
* Also conducted several radio interviews via telephone throughout
that month.
* Media coverage included the picket on Today, featuring Matt
Lauer, Katie Couric and Willard Scott.
* First-week media coverage included USA Today, The New York
Times, CNN/Money, CBS Marketwatch and the AOL splash page.
* Overall media impressions exceeded 700 million.
* Target-market sales executives report a marked increase in
inquiries and sales of the GE Profile Harmony™ laundry
system.
* GE Chief Marketing Officer and Corporate Vice President of
Marketing Beth Comstock declared the "National Men Do Laundry
Month" campaign a GE Best Practice.
Marketing Manager - 1989 - 1993
Palmer-Donavin Mfg. Co., Columbus, Ohio
Responsible for all marketing communications, including a 500-plus
page multi-brand catalog of building products, corporate advertising,
direct mail campaigns, and trade press publicity.
* Converted an antiquated, expensive catalog program into a
modern, more cost-efficient system using an integrated combination
of spreadsheet, database, word processing, graphics and page-layout
solutions.
* Co-created a 150,000-piece cooperative advertising program
with customers that the company continues to operate today,
that eeds sales for both the distributor and its customers.
PUBLICATIONS
Prospect or Perish: A Success Guide for Financial
Services Professionals. Bryn Mawr, PA: The American College
Press, August 2006, 245. (Ghost-written for I. David Cohen).
Lead project consultant and ghostwriter for first edition. Prospect
or Perish is the textbook for a new curriculum course for the
Life Underwriter Training Council Fellow (LUTCF) program at
The American College.
Don't Wait Until You Graduate II: Jump-start
Your Career in Today's Volatile Economy While Still in School.
Far Hills, NJ: New Horizon Press, February 2003, 247. (Second
Edition ISBN 0-88282-228-4; Edition-1 ISBN: 0-88282-175-X) New
Horizon Press, Far Hills, NJ., 2003. This acclaimed book shows
college students how to more effectively position themselves
for work when they graduate. It emphasizes what students must
focus upon before the job hunt begins, including community service,
entrepreneurship, and serving needs in organizations and communities.
Adopted by the Ohio State University Arts and Sciences Career
Services Department as the primary text for ASC 400A and -B,
their career development classes. Translated into Chinese with
distribution throughout Asia.
Real Foreplay: Eight Easy Steps for the Man
Who Wants to Be Closer and More Intimate with His Wife. Columbus,
OH: K&L Resources, Inc. , January 2003, 93. (ISBN 0-9625977-1-6)
Written specifically for the man who feels like he is "not
getting enough attention at home," this highly acclaimed
and steady-selling book defines eight easy steps to becoming
a more sensitive and attentive husband, father and domestic
partner.
"The Last Guide to Networking You'll Ever
Need." The Last Guide eBook Series. Minneapolis,
MN: CollegeRecruiter.com; (ISBN: B0000AI11W), March 2004, 50
"The Last Guide to Finding a Great Internship
You'll Ever Need." The Last Guide eBook Series.
Minneapolis, MN: CollegeRecruiter.com; (ISBN: B0000AERF3), March
2004, 50
"The Last Guide to Interviewing You'll Ever
Need." The Last Guide eBook Series. Minneapolis,
MN: CollegeRecruiter.com; (ISBN: B0000CBX7G), March 2004, 50
"Block Ads." How Shall They Hear?
A Handbook for Religion Communicators, 5th Edition. New
York, New York: Religious Public Relations Council, Inc. (ISBN:
0-9646110-0-7), May 1995. Contributing author on a chapter on
do-it-yourself ad layout and composition for groups operating
on a tight budget, including effective use of prepared ad kits
and clip-art.
Advertise! An Assessment of Fundamentals for
Small Business. Columbus, Ohio: K&L Publications, March
1991, 157. A "nuts & bolts" guide to small business
advertising, praised and recommended by national magazines such
as ALA Booklist and Library Journal.
SOFTWARE APPLICATIONS
* Adobe: Photoshop, PageMaker, InDesign, Dreamweaver,
Freehand
* Microsoft: Word, Excel, Access, Outlook, PowerPoint (Microsoft
certified), Project
* Other: Quark-X-Press, WordPerfect, Norton System Works, basic
knowledge of HTML, countless others
AWARDS
* VIDEO: Changing Lives: The Salvation Army in
the Massachusetts Bay, The Telly Awards, Boston, MA 1999
* VIDEO: George Washington: To Keep Him First, The Telly Awards,
Mount Vernon, VA 1999
* VIDEO: Strong Values, Strong Leaders: The Anthony Wayne Area
Council BSA, The Telly Awards, Fort Wayne, IN 1998
* VIDEO: An American Voice, A National Treasure: The Campaign
for The Mark Twain House, The Telly Awards, Hartford, CT 1998
* VIDEO: An American Voice, A National Treasure: The Campaign
for The Mark Twain House, The Communicator Awards, Crystal Award
of Excellence, Hartford, CT 1998
MEMBERSHIPS
Institute for Management Consultants, USA
American Society for Training and Development
American Marketing Association
Listed in National Register's Who's Who in Executives
and Professionals
EDUCATION
Certificate, Insurance: Life, Accident and Health
- 2007
Morton Learning Center, Columbus, Ohio; Ohio Department of Insurance
License Number 746771.
B.A., Journalism - 1991
The Ohio State University, Columbus, Ohio
Two-Year Study, Graphic Communication - 1988
The College College of Art & Design, Columbus, Ohio
