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Former Chrysler CMO Deborah Wahl Meyer Finds New Home at Pulte

VIEWS: 28 PAGES: 13

									Samson Struckmann
Story/Ad/Release Analysis Assignment

Personality Profile
Publication: Advertising Age (adage.com)
Author: Jennifer Rooney
9/10/09
http://adage.com/print?article_id=138929

Sources of information:
1. Deborah Wahl Meyer (e-mail interview)
2. Pulte press statements (probably through AP )
3. Advertising Age article database
4. Chrysler budget releases

Information gathering methods:
1. Interviewing
2. Looking up old articles in the newspaper database
3. Looking up company news & statements

Additional own sources:
1. Former supervisors/colleagues at Chrysler about the collaboration with her and her work
performance
2. An expert in the marketing home building field for his opinion on this recruitment
3. The Pulte Homes website for detailed information about their work, projects, corporate
identity etc.
4. Home Building (online) magazines for articles about the Pulte/Centex merger
5. A marketing expert for brand fusion/merger about possible upcoming obstacles Meyer will
have to handle

Pro:
    The article gives an example of her goal to integrate new digital media strategies such
      as customer communication through twitter. Especially young readers, who could be
      bored by an article which just focuses on the position and the company, will find this
      very interesting.
    The integration of Meyer’s statements of the email interview throughout the whole
      article provides a more personal note, plus it also shows the view of the person which
      this profile is about.
Contra:
    I think the article is missing some detailed information about Deboarah Wahl Meyer’s
      achievements at Chrysler and the other companies as well as information concerning
      the challenges and problems she has to solve at Pulte.
    In my personal opinion, the resume of her previous work experience is too short and
      too superficial.




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Samson Struckmann
Story/Ad/Release Analysis Assignment




Article:


Former Chrysler CMO Deborah Wahl
Meyer Finds New Home at Pulte
As Senior VP-CMO, Will Be Charged With Building a Brand Strategy Following
Centex Merger

NEW YORK (AdAge.com) -- Deborah Wahl Meyer, former VP-chief marketing officer of
Chrysler, has joined Bloomfield Hills, Mich.-based home-building company Pulte Homes as
senior VP-CMO, a newly created position.

Ms. Meyer is charged with developing and implementing a comprehensive brand strategy in
the wake of Pulte Homes' recent merger with Centex Corp., another home builder, and she
will oversee the alignment of sales, marketing and home-buying experiences for all Pulte
Homes, Centex and Del Webb brands.

"Our goal is to focus on the customer and use branding to accelerate our path to profitability,"
she said in an e-mail regarding her marketing-leadership and brand-strategy goals. "There is
always opportunity to increase sales and share when you focus on the customer and position
for their needs. We have a great example with the Del Webb brand where we attract
significantly more traffic because people know what to expect and know their living
experience will deliver what they're looking for by choosing that brand.

"Additionally, now is the time to do this. Brands that invest in challenging times reap the
rewards in the future," she said.

She will report to Chairman-CEO Richard Dugas Jr., who said in a statement, "Deborah is a
recognized and respected global marketing executive and we are thrilled for her to join our
team at this exciting time."

As previously reported in Advertising Age, Ms. Meyer, who was once Chrysler's top marketer
and was heralded as a change agent and good choice for the company at the time of her hiring,
left the automaker in December 2008 when her position was eliminated as part of a
restructuring effort. While at Chrysler, she watched the ad budget shrink from $866 million in
U.S. measured media in the first nine months of 2007 to $579 million in the same period a
year later. Ms. Meyer, a Detroit native who also worked for Ford Motor Co., had joined
Chrysler in summer 2007 from Toyota Motor Sales USA, where she spent six years,
ultimately assuming the role of VP-marketing for the Lexus Division.

As to how her marketing experience at Chrysler and other automakers ill inform her CMO
role at Pulte Homes, Ms. Meyer wrote in the e-mail: "I believe some core marketing
principles can add value to the customer process here, especially by using cutting-edge digital
mediums to serve our customers on their terms. For example, I was on Twitter yesterday and
we received kudos from a customer for being online and working with the customer at all


                                               2
Samson Struckmann
Story/Ad/Release Analysis Assignment

times. Superior customer service has always been the Pulte way, so now we can execute that
in the mediums our customers desire.

"We're working on many initiatives, but given this is my first week on the job I'm going to
take a little more time to travel the regions before we roll things out," she said.

"With her experience marketing leading consumer brands including Ford, Lincoln, Mazda,
Toyota and Lexus, Deborah understands how to connect a brand's promise with the individual
needs of each customer segment," Steve Petruska, exec VP-chief operating officer of Pulte
Homes, said in a statement.




                                              3
Samson Struckmann
Story/Ad/Release Analysis Assignment


Observations made by the reporter
Publication: The San Diego Union Tribune
Author: Michael Stetz
9/6/09
http://www3.signonsandiego.com/stories/2009/sep/06/beer-pong-moving-campus-
degree/?columnists/michael-stetz&zIndex=161370

Sources of information:
1. Ronny Rader/ San Diego Beer Pong League
2. The Book of Beer Pong, The Official Guide to the Sport of Champions
3. Peter Rusch/Southern California Beer Pong
4. Cory Wixom

Information gathering methods:
1. Interviewing
2. Internet research about leagues and equipment
3. Reading a book on the topic
4. Observation of a tournament/game

Additional own sources:
1. Beer pong club and association websites for more information about the professionalism of
the “sport”
2. Current SDSU student about on-campus experience and opinions on the topic
3. Official at an alcohol prevention/treatment service (San Diego Anonym Alcoholics,
Alcohol and Drug Services) about risks of beer pong and reported occurrences
4. The Daily Aztec for articles about on-campus beer pong
5. San Diego Union Tribune for articles about off-campus beer pong

Pro:
    Refreshing and flowing written column with a lot of own experiences and secondary
      objects on what the author observes and reports.
    The author states two comprehensible reasons, beside the pure fact that there are beer
      pong tournaments off-campus, why people who left college still want to play this
      game in an even larger and more professional way.
Contra:
    The article could use some more detailed information, numbers or statistics about beer
      pong being played on and off-campus.
    The column is a little bit too positive and too less critical about a game, which can also
      bare a great risk especially for young students and other people under 21.




                                              4
Samson Struckmann
Story/Ad/Release Analysis Assignment




Article:


Beer pong is moving off campus, to a degree
This is a big weekend, and not just for barbecues and beach outings. A lot of beer pong is
going to be played.
Yes, beer pong, that game you might have played in college. For those of you who didn't, it's
basically a drinking game in which you throw pingpong balls at cups of beer, forcing your
opponent to down them — the beer, not the balls.

You may not find this surprising, but it's still big at colleges. This you may find surprising: It's
moving off campus.

There's a World Series of Beer Pong. There's a San Diego Beer Pong League. There's
Southern California Beer Pong, which is holding a tournament this weekend in Fullerton that
has a $10,000 grand prize.

I actually played beer pong once and was pretty good at it. Maybe I should come out of
retirement. I could be the Brett Favre of beer pong.

But check out Ronny Rader, who helped start the San Diego Beer Pong League. He's 30 and
still playing and organizing beer pong tournaments. His wife had a baby boy last week.

“She wants me to slow down.” (The priorities of some people.)

I'm a little bit at a loss to understand how beer pong is going mainstream, complete with rules
and leagues and specially made equipment, like beer pong tables that cost more than $100.

There's a new book out called “The Book of Beer Pong, The Official Guide to the Sport of
Champions,” with tips and strategies. It even includes different grip techniques. It's mostly
tongue-in-cheek, but it's still a book.

When I played, the game took place on a regular old pingpong table. It was a Halloween party
and my opponents were dressed as Smurfs. It was pure, man.

But wait a second. This is America. What hasn't been commercialized? What's next? The
World Series of “Quarters?” (That's another drinking game, which is known as “Coinage” in
South Africa and . . . )

“We're just trying to legitimize the sport,” said Rader, a San Diego State University graduate
with a job — systems engineer.

In beer pong, two teams square off across a table with cups arranged in front of each side.
Land a ball in and the other team must drain the cup, and you have to drink when a ball lands
in your cup.


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Samson Struckmann
Story/Ad/Release Analysis Assignment

You win if you force the other team to drink all of its cups first. (Another surprise: rules vary
widely.)

The drinking at tournaments is actually more controlled than, say, at a house party. Rader has
contestants sign waivers, requiring them to be cool about the boozing. He said the games only
feature about one beer per game because the cups are usually only a third full. And players
don't actually have to drink, but can just remove a cup.

Rader's organization held a tournament yesterday at the Cabo Cantina in Pacific Beach, with
the winner getting a shot at the World Series of Beer Pong in Las Vegas at the beginning of
the year. The prize: $50,000.

The game's getting bigger because the college kids who fell in love with it didn't let go of it
simply because of this silly thing called adulthood.

“We always had fun playing it,” said Peter Rusch, 28, of El Segundo, one of the founders of
Southern California Beer Pong.

Marriage didn't change anything. His wife partnered with him at the World Series of Beer
Pong a few years ago, and they finished ninth. (Now that is love.)

At the World Series, Rusch met players from other states and saw how organized their beer
pong leagues and tournaments were. He and a partner decided to do the same thing here.

He thinks beer pong's popularity among people years past the getting-carded stage has to do
with the prize money going up. In some of these contests, water is used instead of beer.
People treat it like a sport. They practice daily.

Rusch's tournament is attracting 70 teams. It's being held in a hotel ballroom, not in
somebody's garage.

Cory Wixom of North Park is competing. The 25-year-old software engineer (Another
engineer. I see a pattern here.) is no stranger to taking part in big games, having played in all
four World Series of Beer Pong.

“I do try and win,” he said. “I'm competitive. But it's still just a fun game to play.”

He's also a graduate of San Diego State, where he first picked up the game. (Hmmm. Another
pattern: Two local beer pong people with ties to SDSU.)

Wixom can see the game growing even more. “There's such a widespread support of people
who play it randomly,” he said.

ESPN, what are you waiting for?




                                                 6
Samson Struckmann
Story/Ad/Release Analysis Assignment



“Issue-oriented” feature story
Publication: New York Times online
Author: Steve Lohr
9/10/09
Link: http://bits.blogs.nytimes.com/2009/09/10/digital-health-records-the-hard-road-
ahead/?ref=technology

Sources of information:
1. Dr. Douglas Fernandez
2. Statistics on physician offices
3. Medical groups (Kaiser Permanennte, Mayo Clinic etc.)
4. Software & Hardware suppliers (GE, Dell, Athenahealth,eClinicalWorks)
5. Government statements
6. Memorial Hermann Healthcare/David Bradshaw

Information gathering methods:
1. Interviewing
2. Author’s observation and writing on the topic in a long term
3. Scanning health care databases
4. Asking health companies/agencies for numbers and statistics
5. Gathering information on company and government websites

Additional own sources:
1. A hospital director for their experiences and opinions on digital records/systems
2. Medicine research magazines for articles about benefits & risks of digital health records
3. American medicine chamber/association for statistics about physician offices and digital
health records usage
4. A patient about their hopes and fears about such technologies
5. Software supplier website for detailed offers & product information

Pro:
    The author shows the winners of this important change in health care, which always
      catches the interest of the common reader.
    I like how the article shows the (possible) cooperation between government, health
      care companies, software and hardware suppliers and the clinics or doctors - to adapt
      those systems in an economical way.
Contra:
    The author states no possible problems and risks coming with this digitalization at all,
      like confidentiality and security leaks or too much trust in and use of computers for
      analysis instead of personal check.
    In my opinion, the example about the concrete costs for a doctor should have been
      stated much earlier in the article, because the reader receives comprehensible
      information which helps him understand the topic.




                                               7
Samson Struckmann
Story/Ad/Release Analysis Assignment



Article:

Digital Health Records: The Hard Road Ahead

Encouraged by the billions of dollars in government funding, technology companies are
making a big push to help bring computerized health records into small-office physician
practices.

This is crucial if the goal of bringing doctors’ offices into the computer age is to be achieved,
with its promise of improving care and curbing costs. Three-fourths of all the nation’s
physicians practice medicine in offices with 10 or fewer doctors.

But the challenge ahead is daunting, for reasons that have more to do with economics than
technology. I have covered the efforts to digitize doctors’ offices for years now. From what
I’ve seen, the success stories fit into two broad categories.

The first category of winners are the big, multispecialty physician groups that have the size,
expertise and incentives to invest in electronic health records. The best ones use the
technology to manage outcomes, i.e., make their patients healthier. They are often insurers
themselves, so they capture the economic gains of better care directly, or use that improved
performance to cut better deals with employer groups and insurance companies. These
medical groups are examples of a better future for care, and and some of the showcase
organizations include Kaiser Permanente, the Mayo Clinic, Geisinger Healthcare,
Intermountain Healthcare and Marshfield Clinic.

The second cluster of success stories are in small practices. But they tend to be anecdotal and
heroic. Typically, a lone physician or several of them in an office genuinely believe that they
will be better doctors with modern computer technology. So they take the plunge, and invest
the money in hardware and software. They train themselves, mostly. And they weather the
inevitable headaches and lost time involved in putting a complex technology into effect.

These small practitioners can come out ahead financially because of the reduced paperwork
and more automated billing. But it isn’t a money-making calculation. Nor are large numbers
of physicians following their lead.

The technology doctors are investing in is called practice management software, and it’s used
mainly for billing, not for electronic health records. More than 120,000 physicians use the
practice management software supplied by General Electric, but only 35,000 use its electronic
health records. At Athenahealth, which caters mostly to small practices, 20,000 physicians use
its billing software, but only 1,100 have also opted for its electronic health records.

The Obama administration’s objective is to jump-start a market in electronic health records,
with $19 billion in incentives for doctors, hospitals and regional health information networks.
For physicians who demonstrate “meaningful use” of a “certified” electronic health record,
the payments can be up to $44,000 a doctor. (The final definitions on “meaningful use” and
“certified” record have not yet been determined, but those will include reporting quality
measures and being able to share information with clinics, hospitals and government health
agencies.)

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Samson Struckmann
Story/Ad/Release Analysis Assignment

The incentive payments are intended to reimburse doctors for much of their initial investment
in digital health records. The companies pursuing sales to the small-practice market are
betting that Internet-era computing will help them supply doctors with lower-cost, easier-to-
use and less cumbersome technology. To efficiently reach clusters of small practices, the
companies are partnering with hospitals, community and regional health agencies and other
groups.

Dell is doing that in the Houston area with Memorial Hermann Healthcare, which has 13
hospitals and 1,850 closely affiliated doctors in small offices. The new Dell offering includes
hardware, software and services, and the company is working with eClinicalWorks, a
software supplier. The health records are mainly Web-based software, delivered over the
Internet, from Memorial Hermann’s data centers. Dell will offer bridge financing for the
physicians to ease the burden of the upfront expense of installing the technology.

For the last two years, Memorial Hermann has been engaged in a pilot project to help
affiliated physicians install and use Web-based electronic health records. Until now, it has
handled a lot of the assistance and technical support in doctors’ offices. It is pleased with the
results, but so far it has only 163 physicians using the online records.

“It involves a lot of hard work in the doctor’s office,” said David Bradshaw, the chief
information officer for Memorial Hermann.

The bundled Dell offering, Mr. Bradshaw said, promises to simplify and accelerate the
adoption of digital health records by its affiliated physicians. “The big appeal to us is this will
let us go faster because Dell is providing a turn-key solution in the doctors’ offices. We’ve
been looking to do this for years.”

Dr. Douglas Fernandez, one of three physicians in a practice in the Houston suburb of Katy is
in Memorial Hermann’s pilot program, begun two years ago. He estimates the initial cost of
computers, printers, networking and installation at $30,000 a physician. The monthly software
subscription and support expense is about $1,000 a month for the office, a gastroenterology
practice. There are cost and time savings from the automated system, but Dr. Fernandez
figures his office has spent more than it has saved on the new technology.

Still, Dr. Fernandez has no second thoughts about the move to electronic health records. He
appreciates having all of a patient’s information — history, recent lab tests, medications — a
mouse click away on the PC screen. The electronic health record also includes alerts of
possible harmful drug interactions and suggestions of best-care guidelines. “It’s a significant
step up in knowledge about a particular patient,” Dr. Fernandez said.

The offices are set up so the trim, flat-screen PCs are to the right of a doctor and patients sit to
the left. “The computer never gets between me and a patient, ever,” he said.

At home, Dr. Fernandez can tap into the system at any time. When he is on call and a
partner’s patient calls him at 2 a.m. with an abdominal pain, Dr. Fernandez explained, he can
view that patient’s medical record from his PC over the Internet and make an informed
diagnosis quickly. He can even electronically prescribe a needed medication.

“It      makes         my         life      better,”       Dr.        Fernandez         concluded.


                                                 9
Samson Struckmann
Story/Ad/Release Analysis Assignment



“Display” advertisment
Publication: OKI Weekly, p.16
Company: Tropicana
6/29/09

Sources of information:
1. Tropicana production department
2. Healthy nutrition reports

Information gathering methods:
 Company specifications

Pro:
    Bright and fresh colors for the product and the product/brand name to highlight it on a
      grey and white background plus white description text
    The advertisement plays successfully plays with the 50 % less sugar and calories
      theme throughout the whole copy with sentences like “your better half” or “get more
      of what you need and less of what you don’t”.
Contra:
    The first sentence gives the false impression that there are oranges with 50% less
      calories and sugar, when it’s actually just the orange juice that has only half of them.
    In my opinion, the naked body of a woman doesn’t really fit with the juice advertising
      (despite the “better half” connection) and makes it look more like an ad for a beauty
      product.




                                              10
Samson Struckmann
Story/Ad/Release Analysis Assignment


SDSU news release
Publication: SDSU News Center
Author: Golda Akhgarnia
Date: 9/9/09
Link: http://newscenter.sdsu.edu/sdsu_newscenter/news.aspx?s=71554

Sources of information:
1. Randy Timm (Student life and leadership)
2. Associated Students/Student Affairs
3. SDSU Campus administration
4. Research articles about freshmen college decisions

Information gathering methods:
1. Reading Aztec Nights website
2. Field observation
3. Interviewing staff/hosts

Additional own sources:
1. Several freshman/participants for opinions on the events
2. Independent Recreation professionals for information about game rules & procedures
3. Guinness World Records website for specific information about procedures
4. SDSU Campus police for information about alcohol violations/incidents on campus
5. The Daily Aztec for stories/articles about former Aztec Nights events

Pro:
    A lot of useful, but not too much numbers and data to backup this in general more
      superficial article
    Interesting outlook including a citation on the future of those events, which gives the
      reader the possibility to think about prospective changes of Aztec Nights.
Contra:
    No statements from participants of the event, which would have given the article a
      more personal note and an evidence for the alleged success.
                         I wouldn’t have written so detailed about the reduction of alcohol,
      because doesn’t really fit into the article and it looks like those events would have
      been created solely to keep young students of the streets and away from the alcohol -
      instead of socializing and creating a community.




                                             11
Samson Struckmann
Story/Ad/Release Analysis Assignment




Article:

Aztec Nights: A New SDSU Tradition
SDSU students break the world record in dodgeball as part of Aztec Nights.

They came ready for action, clad in black or red t-shirts, faces streaked with war paint.

As the students filed into the Aztec Recreation Center on Saturday, their goal was clear—to
get San Diego State University into the Guinness Book of World Records as the site of the
largest-ever dodgeball game.

And whether they succeeded (it will take six weeks for a confirmation from Guinness) is
almost a footnote to one of the most successful programs of welcome activities in recent
SDSU history.

It’s called Aztec Nights, and it is rapidly becoming an entrenched part of life on Montezuma
Mesa.

Socializing for success

Launched in fall of 2008, Aztec Nights provides vibrant campus nightlife and social
opportunities for students to become engaged in positive, substance-free social and
educational activities without having to leave campus.

“Aztec Nights is changing campus life,” said Randy Timm, SDSU director of student life and
leadership. “It creates a cohesive, connected and engaged community on campus. Students
from the residence halls are attending, and commuters are coming back to campus for the
events. It’s an excellent venue to pull our community together.”

More than 16,000 students attended last year’s Aztec Nights events, and the planning
definitely paid off. In conjunction with a five-week ban on all fraternity house parties, Aztec
Nights helped reduce the number of alcohol and drug medical transports by 57 percent during
the first five weeks of the fall 2008 semester and by 50 percent over the course of the school
year.

Alcohol citations to students also fell, from 487 during the first five weeks of the fall 2007
semester to 209 during the same 2008 period.

Research shows that experiences during the first six weeks of school help freshmen decide
whether a college or university is right for them. Aztec Nights, along with other campus-wide
strategies, encourage freshmen to adopt healthier socialization habits, adding to a better
college experience.

Giving it the old college try

Saturday night’s dodgeball event was a prime Aztec Nights’ success story. More than 600
energized students attended the event, and of those, 450 were registered to play in the record-

                                               12
Samson Struckmann
Story/Ad/Release Analysis Assignment

breaking game. Anticipating success, many showed up wearing t-shirts declaring “I Broke the
Dodgeball World Record.”

Several systems were set in place to provide evidence that SDSU established a new world
record: a numbering system for all participants, as well as a roster with each person’s
signature. In addition, the entire event was videotaped and photographed.

Three independent recreation professionals not associated with SDSU were also brought in as
required witnesses. After submitting all materials to Guinness World Records, SDSU should
receive confirmation from the company within six weeks.

Future of Aztec Nights

So far this semester, Aztec Nights events have boasted large turnouts of enthusiastic students.
Approximately 2,800 attended the Templo Del Sol Aztec initiation event on Aug. 28, and
4,500 students attended the Red & Black Dance the following night.

The fall semester’s remaining lineup of events includes a Las Vegas block party, charity
dance marathon, free concerts, comedy acts, bowling and more.

Students were involved in the creation of Aztec Nights, and SDSU staff members are hoping
they will continue to play an even bigger role as the series moves forward.

“As Aztec Nights continues to gain popularity, we are hoping to move it from being staff-run
to being student-run,” said Timm. “Judging by the enthusiasm we have seen, we expect
students to take ownership as early as spring semester.”




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