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For Monterey Gourmet Foods:
Joe Hines led a successful brand re-launch and drove product demand through increased chain penetration and same store sales by leveraging a national print advertising campaign which included Sunset Magazine, Better Homes & Gardens, Good Housekeeping and other major publications. Results: Improved brand awareness nationally, uniquely positioned Monterey Gourmet Foods target consumers (sociable home chefs) to retail, convinced retail buyers to support the MGF brand due to superior marketing support versus other second-tier brands.
For DeVry University:
Joe Hines developed local market print ads to raise awareness for the university’s academic programs and public events. Additionally, he managed local market media buys to generated record lead generation. This led to major increases in local market student enrollments.. Results: Improved brand awareness, drove potential students to DVU recruitment events, improved brand consideration for DeVry University compared with other for-profit universities.
Joe also developed DeVry’s first-ever national campaign targeting Community College transfer students. Results: Increased community college transfers to DeVry University by raising awareness of DeVry’s speed to completion capabilities.
Joe’s contributions to the marketing efforts at DeVry University included writing the radio scripts for local market radio spots which were broadcast on leading Southern California stations including KIIS-FM and KPWR-FM. In addition, he managed the local market media buys for the ten campus region. Results: Improved local market awareness and drove prospective students to DVU public events.
Additionally, Joe worked as part of the national brand team to develop new brand positioning and new creative used in national radio network buys. Click on the following link to hear an example of one of his spots. Results: The brand enjoyed an improvement in brand consideration scores as measured by wave tracking studies over successive quarters.
For ConAgra Foods:
Developed Foodservice trade journal advertising for Knott’s Berry Farm preserves. Results: Supported national expansion of Knott’s Berry Farm jams and preserves leading to average annual growth of 35% to 40% for four consecutive years.
Developed Knott’s Berry Farm Smoothies trade journal advertising and complete print collateral system. Results: Successful foodservice industry product launch.
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