the record - marketing jobs - 06-21-09

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Sunday, June 21, 2009
Companies seeking
talent for new
business ventures
By SCOTT SCHNIERER
SPECIAL TO NORTH JERSEY JOBS
Although the news these days
frequently reports the challenging times for corporate America
in the current economy, business
is usual for many corporations.
Companies continue to keep
their eye on the ball and better
understand how to communicate
with their consumers. Regardless
of the industry, organizations
are focused on clearly demonstrating value by investing
in marketing programs and
campaigns or in developing
new services.
Cablevision, one of the leading
WHAT’S INSIDE
EDUCATION
Are you interested in new opportunities,
skills, personal growth and networking?
Believe it or not, returning to the
classroom may be the right path to
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telecommunications, media and
entertainment company that
offers digital television, voice and
high-speed Internet services,
aspired to come up with a way
to thank its customers. With 3.1
million customers in the N.Y./N.J.
metropolitan area, the cable
company developed a unique
rewards program different than
most. After conducting
consumer research, Cablevision
learned that its customers
preferred hard dollar savings and
discounts in a rewards program.
The end result was the Optimum
Rewards Program, available to
all customers enrolled in all
three — Internet, phone, and
cable television — services:
Optimum Triple Play.
Optimum Rewards is a free
rewards program that offers
its customers free tickets and
discounts for a wide array
of events such as movies,
amusement parks and sports.
“As we identify meaningful
partners, we want to bring to
our customers exceptional
benefits and let them know
about them,” says Gemma
Toner, senior vice president
of marketing and business
development. Cablevision is
meeting its goals of having
customers experience and take
advantage of the benefits.
Cablevision is supporting
the promotion of its rewards program with television advertising,
print advertising, direct mail,
interactive, and bill inserts.
“We want to remind consumers of the value they’re
getting,” adds Toner.
According to the company,
customer experience feedback
has been very positive. Since the
launch of Optimum Rewards,
staffing became an integral
component necessary to support
the development of the rewards
program. A marketing team was
created in areas such as partner
relations, marketing, advertising,
and Web development.
LG Electronics, USA, a major
consumer electronics and home
appliances manufacturer, recently sought ways to leverage all
its brands and products into
a cohesive marketing and
communications strategy. The
Englewood Cliffs-based corporation launched a new crossdivision, integrated campaign
including print, TV and online
media. The campaign includes
the company’s home entertainment, home appliances and
mobile communications divisions
as it speaks to the core of the
LG brand.
“LG understands that consumers want it all — and our
products offer something better
and something different. LG goes
beyond the ordinary,” states
John Weinstock, vice president
of brand marketing.
“Life’s Good” is the centerpiece of LG’s global brand
identity and epitomizes what the
company and products are all
about. “Everything we do starts
with the consumer and their life
and doing something better,”
adds Weinstock. The company
communicates the message of
making life easier for consumers
across all product categories.
Since the integrated marketing campaign began, LG
announced strategic changes
to the company’s structure,
PHOTO COURTESY OF CABLEVISION
Cablevision offers the Optimum Rewards Program, available to all customers enrolled in Optimum
Triple Play — Internet, phone and cable television services. It’s a free program that offers
customers free tickets and discounts for many events, including movies and amusement parks.
effective January 1, 2009. The
changes capitalized on synergies
between the company’s core
home appliance and home entertainment businesses. According
to representatives at LG
Electronics, USA, consolidating
these businesses builds the
brand and helps the company
speak with one voice across
multiple product categories.
In addition to utilizing
strategic marketing campaigns,
companies focus on developing
new services. Quest Diagnostics
Incorporated is among the
world’s leading providers of
diagnostic testing, information
and services that patients and
doctors utilize to make better
healthcare decisions. The
company offers diagnostic
testing services through its network of laboratories and patient
service centers.
Quest Diagnostics offers
physicians a broad test menu,
with more than 3,000 tests,
and is a pioneer in developing
innovative new diagnostic tests
as well as advanced healthcare
information technology solutions
that can help improve patient
care. The company is a leading
provider in the United States of
gene-based and other testing.
At its four testing laboratories,
highly skilled technical personnel
use sophisticated technology,
equipment or materials to gain
such patient insights as a
patient’s response to treatment;
changes taking place in the body
in the early stages of disease
when treatment may be most
effective; or inherited genetic
characteristics that may indicate
an elevated risk to a patient —
or the patient’s offspring — of a
susceptibility to a disease.
For Quest Diagnostics, the
changing economy has increased
the availability of resources and
greater access to talent in the
market.
“We really look for people
in the organization that are
committed to our mission of
improving the health of patients
through unsurpassed diagnostic
insights and innovations,” says
Kristine Meade, director of
human resources for corporate
centralized services and talent
acquisition.
The company is hiring across
several different areas at its
Madison, NJ, corporate headquarters. Such disciplines include
finance, information technology,
billing, human resources, and
procurement. In Quest
Diagnostics’ full-service medical
laboratory, located in Teterboro,
the company has staffing needs
in laboratory operations such
as phlebotomy and specimen
processing, as well as sales and
logistics.
“We put patients first in
everything we do,” adds Meade.
Scott Schnierer is the vice
president of Marketing and
Business Development for
COMFORCE Staffing Services,
a provider of temporary and
direct-hire staffing, third-party
payrolling and outsourcing
solutions servicing the tri-state
region. He may be reached at
201-599-9100 or, via e-mail, at
scott@comforcestaffing.com.
The urgency of an active, self-directed job search
By ELI AMDUR
SPECIAL TO NORTH JERSEY JOBS
Career Coach Eli Amdur
That’s right: “urgency.”
Actually the headline of this
article was the title of my speech
last week to a large audience
of job seekers, people who had
held all kinds of jobs: executive,
professional, administrative,
technology, legal, teaching,
journalism…you name it.
I knew going in what the
composition of the audience
would be; still, it continues to
impress me that the effect of this
recession on the workplace has
been so wide, broad, and deep.
These were educated, skilled,
experienced, highly employable
people. Yet there they were, in
the grip of extended unemployment, despite their employability.
And this was just one in a
growing list of audiences I’ve
addressed — networking groups,
churches and synagogues, social
service organizations, alumni
associations, libraries, trades
schools, career fairs — where
the story keeps repeating. It
validates today’s theme: namely,
urgency.
As I’ve said before, and
promise to continue to do so,
“The American workplace will
never again accommodate the
passive job seeker.” Like water
seeking its own level, when
conditions governing job searching change in negative directions,
they never reverse. They
become the new, permanent
ground rules, like it or not.
So let’s define passive job
seeking. It’s “same old, same
old,” no new thinking, new ideas,
new approaches, new energy,
new attitude, or initiatives. In
WITH
essence, it’s sitting back and
waiting for a JOB to find YOU.
When the job market was a
cornucopia, that might have
worked.
No more. Never again. Gone.
So, synopsizing the message I
delivered, following are 10 selfdirected initiatives, all of which
will help you now and in the
future.
1. Develop your five tools:
résumes and cover letters,
interviewing strategies and skills,
job-searching strategies and
techniques, career planning, and
networking. Do everything in
your power and in your budget
to do this.
2. Stop “GPS-ing” through
your career. This is a theme I’ve
been stressing, and it refers to
thinking about what you’re doing
and where you’re going, and
about figuring things out as
they change, rather than blindly
following directions or doing
things that always used to work.
It means being an independent,
active thinker.
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