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Solutions for a Diverse Media Landscape

Marketing & Media have long been paired together because you need media channels to communicate your marketing message. But, it has become a completely different world now.

The evolution of digital media technology along with the generational shift from Boomers to Millennials have combined to totally disrupt the traditional fundamentals of how brands and marketers reach their audiences. OB Media understands these complexities and has the experience to help you succeed in this unprecedented business and marketing landscape.

Add in the emergence of diverse cultures and demographic groups such as Hispanics, Asian-Americans, African-Americans and LGBTQ, and the marketer’s world has shifted upside down and sideways.

On Brand Media has evolved to provide clients strategic guidance and understanding as well as tactical expertise to help them manage the unprecedented complexities of today’s marketing and business environment.

We believe a “simpler is better” approach is the best way to deal with the challenges, and our company is organized accordingly.

On Brand Media partners have extensive experience in digital & traditional media as well as marketing, but with client affordability and ROI in mind. Our flexibility allows clients to access our expertise and on-going assistance while maximizing budget allocation on execution. After all, without execution the best plans in the world are just nice ideas.

We have specialty expertise in the $500 Billion U.S. Restaurant industry along with our broader expertise in media & marketing, and develop additional specialty in key industries on an evolving basis.

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SERVICES
Brand Development
  • Research
  • Analytics
  • Customer Analysis
  • Market Analysis
  • Competitive Analysis
  • Brand Identity
  • Brand Positioning
Marketing
  • Digital & Traditional
  • Strategic & Tactical Planning
  • Campaign Design & Development
  • Program & Project Management
  • Results Analysis & Improvement
  • Social Marketing
  • Multicultural
Customer Experience
  • Online, Social & In-Store
  • Consistent Customer Feedback
  • Actionable Insights
  • Industry Benchmarks
  • Operational Improvement
  • Brand Improvement
  • Loyalty Program Design/Management
Media Buying
  • Digital & Traditional Media
  • Current Media Analysis
  • Strategy
  • Plan Development
  • Negotiating
  • Tracking
  • Results Analysis
Creative & Technology
  • Identity Design & Standards
  • Digital Design & Production
  • Web Design & Programming
  • Mobile App Development
  • Digital Ordering/E-Commerce
  • Video & Audio Production
  • Print Collateral & Advertising
Restaurants
  • Concept Development
  • Mergers & Acquisitions
  • Due Diligence
  • Financial Modeling
  • Menu Development
  • Data Analytics
  • Operational Diagnostics & Solutions
MULTICULTURAL

The United States is a nation of great diversity producing major opportunity for marketers looking to interact with Hispanic, African-American, Asian-American and LGBTQ communities.

Looking at the Hispanic market specifically, it has become a true growth opportunity. It is largely underserved with fewer companies competing for the consumer’s attention. Done properly, it can be a powerful way to differentiate from your competition. On Brand Media’s Multicultural Team works with both Hispanic and non-Hispanic owned businesses to help clients properly communicate with the ideal target audience at the lowest possible cost.

This is a long-term, sustainable strategy for most businesses. The segment is growing quickly and is an increasingly economic dominant demographic group. Now is the time to capture interest. Grocery, Restaurants, Health Care and Apparel are just some of the major categories expected to greatly benefit from Hispanic market growth in the U.S.

The Scope of the U.S. Hispanic Market
  • 60 Million Hispanics in the U.S.
  • $1.7 Trillion aggregate buying power
  • 60% of Hispanics are under 35 (Millennials and Gen Z)
  • 60% of Hispanics visit Google each month
  • 52% of Hispanics use Facebook and Messenger
  • 27% of Hispanics vs 23% of all adults accept social selling
  • 54% of Hispanics buy apparel via digital device
  • Hispanics over-index against demographic groups on mobile device use
  • Hispanics spend 19% more time viewing video than other Americans
RESTAURANTS

On Brand helps restaurant operators manage and improve their concepts to sustain growth and profitability in an incredibly difficult market environment. We work with groups of all sizes, with special emphasis on emerging brands (5-25 units) and those transitioning to larger scale (25-100 units).

There are many restaurant consulting firms out there offering strategy or marketing or creative services. Few offer all three, and fewer yet have the depth of restaurant and marketing/creative industry expertise that On Brand has.

And when it is time to expand or exit, On Brand’s team has deep experience in mergers & acquisitions, due diligence and financial modeling to provide you the tools to succeed.

CLICK HERE for details on our suite of services.

RESULTS

Hall of Fame football coach Bill Parcells is famous for saying, “You are what you record says you are.” On Brand takes that statement seriously, and applies that focus to all of our client relationships. Allow us to share just a few of the results we have helped produce for clients.

Casual Dining Restaurant Chain

20 year old concept with eroding sales over 5 year period. Designed and executed research project to ascertain guest perceptions. Designed and managed focus group to test optional strategies. Designed and managed integrated marketing plan to communicate brand’s move from traditional casual dining menu to farm-to-table menu strategy. Designed overall brand strategy and aligned operations with marketing.

Results

Sales +22% first year; +10% year 2; +6% year 3; +5% year 4

Franchised Restaurant Chain

75-unit concept spread across 10 states with single locations in numerous small markets and clustered operations in several larger markets. With total marketing budget of 1.2% of net sales annually the challenge was to impact traffic and sales across all units. On Brand researched each location and developed a suite of tactics including broadcast and zoned cable television, e-mail, digital marketing and support POP to communicate a highly focused, simple brand message with strong call to action.

Results

Sales Impact Average +11.5%; Traffic Impact Average 5.2%; Avg. Ck. +12.5%

Specialty Hospitality Chain

5 year old concept recently acquired by large private equity restaurant brand owner. Engaged On Brand to determine how to grow a beer-only concept. Designed and executed research project to ascertain guest perceptions. Conducted in-person site observation and general market data to determine options. Recommended concept pursue select food menu and highly targeted expansion of alcohol concept to maintain high-end demographic appeal.

Results

Increased sales of 20%+ in first year; significant increase in franchise sales

Multi-Unit Retail Chain

400+ unit retail chain showing flat to slightly negative sales comps. Current “spend to volume” approach to marketing dollar allocation no longer viable. On Brand partner created marketing prioritization model to quantify relative health of each market. Key factors assimilated and weighted into an “Opportunity Index”, leading to future marketing budget allocation based on the Opportunity Index score ranking.

Results

Chain sales comps +4% overall in a flat growth category

Major Food Manufacturing Company

Global company facing challenge of growing a niche cooking product. Household penetration low due to seasonality and modest marketing budget support. Low annual sales made aggressive national consumer media effort impossible to justify. On Brand partner recommended 3-year plan including highly-targeted, low cost national print supported by three-pronged plan of regional broadcast media to drive awareness, trial and sustained usage during off-season periods.

Results

High double-digit growth in roll-out markets; 3-year payout goals exceeded

Retail Client

30+ locations in and around suburbs but not within the major market nearby. Sales insufficient to support use of local TV, radio or newspapers. On Brand conducted research to determine current brand image, operating strengths and weaknesses as well as customer profile and usage patterns. Designed integrated marketing campaign using digital platforms and direct mail to target communications to “Best Customer” in trade areas to avoid expense of major market media.

Results

Increased sales 7.3% with Traffic increase of 4.5%; Program within budget

TEAM
Petersen
Chris Petersen
CEO

Chris Petersen has more than 25 years of senior executive experience in brand development & strategy, marketing services, media & local media. Chris has spent considerable time in project management for a variety of clients in both B2C and B2B sectors. The focus on close management of client projects is a fundamental part of On Brand’s cultural DNA.

Serving as CEO across several business sectors he has designed and executed multiple successful strategic plans including turnarounds, recruited and developed leadership teams, driven rapid sales and profit increases and managed to regulatory compliance including Sarbanes-Oxley and various regulatory agencies. He has served in senior management of publicly-held companies and in the private sector and has also worked with government agencies and non-profit organizations.

Before On Brand, Chris served as President & CEO of Brandstand Group, a national chain restaurant brand development firm. Previously he was President & CEO of broadband services (cable) provider Prime Time Broadband, Senior Vice President for Space Media at aerospace company SPACEHAB, President & CEO at PR services firm NewsUSA, President of the NSE Radio Network, General Manager of radio station and newspaper owner Lakes Country Communications and Producer of Space Shuttle Television at NASA’s Johnson Space Center.

Chris has held multiple consulting roles designing strategic plans resulting in multi-million-dollar investments, and counseled both for-profit and non-profit organizations’ executive staff on general management and strategic matters. He has served on several corporate Boards of Directors and has been active in non-profit volunteer work in several local organizations.

Zaccheo
Bill Zaccheo
Vice Chairman

Bill Zaccheo has more than 25 years of senior management experience with global media companies where he has been responsible for all critical operating divisions. He works with On Brand clients on digital/traditional media and marketing strategy and supporting various marketing functions.

Bill has gained a broad-reaching and in-depth knowledge of business development, operations, marketing, programming, sales and general management for both start-ups and established enterprises. He has supplemented his corporate experience through a broad range of high level consulting projects in today’s explosive digital environment; the combination of which uniquely positions him at the forefront of today’s media sector as both a visionary and a seasoned executive.

Throughout his career, Bill has been at the cutting edge of new content and delivery systems. He championed one of the first efforts to stream video, both live and on-demand, via the Internet in 1998 with the multi-award winning ComedyNet.com. He was Senior Executive on the founding management team that created and launched E! Entertainment Television, the team that launched the NFL on ESPN, and the early rollouts of HBO and Cinemax. His efforts helped propel each network to become the marquee brands that they are today.

Most recently Bill Co-Founded and was CEO of WebVet, LLC a leading provider of news and information promoting the health and well-being of pets.  WebVet is the first site of its kind to offer only ‘vet approved’ information to pet owners. With this strategy it was able to secure first ever relationships with the American Animal Hospital Association, Zoetis (formerly Pfizer Animal Health) and Elsevier. He remains on the company’s Board.

Reinstein
Larry Reinstein
Senior Partner, Restaurants

Larry Reinstein leads On Brand’s restaurant and hospitality practice after serving more than 30 years as a senior executive in the restaurant industry. He has significant background in all areas of restaurant management: operations, marketing, brand development and administration.

Larry is well-known for his time as CEO of Fresh Concepts, which owned and operated brands such as Fresh City, Souper Salad and Church Street Bar and Grill. As co-founder, Larry led Fresh City to national growth by developing the replicable operating systems for national franchising and licensing. He also established the “Express” business model with a three-year ROI and operational costs under 50%.

Larry served as the president of Salsarita’s Fresh Cantina where he led the acquisition team and transformed the brand to effectively and successfully compete in the crowded fast-casual Mexican space from a revenue, profitability and replication standpoint.

More recently Larry has consulted a variety of restaurant brands in the “emerging” category, providing brand discovery, strategic recommendations and assisting in these up and coming brands’ evolving to larger scale operation. He also is a sought after expert advising private equity firms on their respective restaurant/hospitality investments.

In his distinguished career, Reinstein has been named “Hot Concepts Award Winner” by Nation’s Restaurant News, received YPO’s “Best of the Best” designation, and been awarded the “Hospitality Innovator Award” from Cornell University’s School of Hotel Administration. He also has been chairperson of the National Restaurant Association’s Fast Casual Industry Council and has served as an Executive Board Member within the World President’s Organization and Young President’s Organization.

Larry holds a Bachelor of Science degree with distinction from the School of Hotel Administration at Cornell University.

Solis
Manuel Solis
Senior Partner, Multicultural

Manuel Solis brings a business lifetime of multicultural sales and marketing expertise to On Brand’s Multicultural practice.

His 20 years of career success are based on developing unique options to maximize business opportunities. As a strategic thinker, he has developed extensive experience in creating effective advertising, marketing, and trade show strategies that clearly communicate brand value to consumer markets and healthcare professionals.

Manuel served as US and Global Marketing manager for innovative eyewear company Transitions Optical and was instrumental in driving their growth into a multi-billion-dollar brand. During his tenure at Transitions, his Multicultural campaigns won national awards for creativity and effectiveness. He managed overall advertising and public relations agency relationships.

Currently, Manuel is Managing Director of The Alternative Board in St. Petersburg, FL which offers a collaborative business network environment including business and executive coaching, management consulting and advisory board development for local growth businesses.

StrachanChun
Gaynor Strachan Chun
Partner, Marketing

Gaynor Strachan Chun is a pioneer in communications, marketing and business development with a reputation for developing cutting-edge marketing strategies and programs that lean into prevailing and emerging cultural and social narratives that build and grow strong brands which in turn produce excellent results. Gaynor works with On Brand clients on branding and marketing strategy as well as leadership and management development.

She is co-founder and CEO of SM+ART: The science + art of brainpower, a company dedicated to helping people find, be and live as the best version of themselves through discovery of what combo superpowers they have and how to use them in everyday life. The company’s mobile, APP and online products are a mash-up of entertainment, self-discovery and education.

Previously, Gaynor was Senior Vice President at cable channel Ovation overseeing branding, marketing, ad sales and affiliate marketing as well as the company’s educational outreach program. During her tenure she grew the brand with a 57% increase in audience and distribution increased from 5 million to 51 million homes via development and implementing a strategy to establish Ovation as a national arts advocate. These efforts led to Gaynor being invited by the White House to participate in their Urban Economic Forum as well as participation in an Arts Summit at the Aspen Institute.

Gaynor formerly served in senior positions at Oxygen Media, G4, Tech TV and Chiat/Day in California as well as at Foot, Cone & Belding and Geers Gross Advertising in London.

She is a graduate of the University of Edinburgh, Scotland with a BA in History.

Hess
Joyce Hess
Partner, Media Buying

Joyce Hess has 30 years of experience in the media business and has an extensive background in categories including retail, restaurants, grocery, broadcast media, automotive, cellular, healthcare, and soft drinks among others.

She has supervised advertising spends approaching $250 million annually but also focuses on precise local market targeting via digital and traditional marketing channels. She works closely with digital partners to develop comprehensive plans to reach Millennials, Gen X and Boomer market targets.

Some of her current and past client relationships include RaceTrac Convenience Stores, Kauffman Tire, Domino’s Pizza, Popeye’s Fried Chicken, Longhorn Steakhouse, Food Lion, The Home Depot, Randstad, AirTouch Cellular and Beau Rivage/Mirage Resort.

While founding and operating her own media planning & buying service, her previous experience as a Media Director/Buyer included positions with Initiative Media, Fitzgerald and Company, Ogilvy & mather and McCann-Erickson.

Joyce holds a Bachelor of Science degree in Communications from Middle Tennessee State University.

Cooper
Charles “Bubba” Cooper
Partner, Marketing

Bubba to those who know him is a 20+ year marketing and advertising veteran who has worked with several of the nation’s largest restaurant chains on media buying and account management capacities.

He has been involved in many core brand and new product efforts, integrated marketing communication initiatives and media buying along with consumer research, analytics and strategic/tactical planning. He also spearheads major projects for clients to insure execution of the strategic and tactical planning.

Bubba has done ‎extensive work with blue chip clients like Reynolds Metals, AT&T, BB&T Financial Services, Schwan’s ‎Bakeries, Kimberly Clark and McCormick Spices, among many others. He also enjoyed stints at BBDO, ‎Ogilvy & Mather and most recently MediaSolutions, where he led the Client Services/Strategic Planning team.

Bubba believes that today’s evolving ‎media landscape requires an up-to-date understanding of how consumers embrace and interact with both ‎traditional as well as emerging digital media offerings. It is this understanding that is applied to client ‎marketing goals and is translated into performance driven recommendations. While he is not afraid to ‎take calculated entrepreneurial risks, he deems accountability as sacred in his client relationships.

Meskell
Patrick Meskell
Partner, Restaurants

Mr. Patrick “Paddy” Meskell is accomplished in growing organizational-wide, team and individual capacities and competencies. He has over thirty years’ experience in creating and leading organizations.

He most recently served as Executive Vice President of Operations and a member of the Board of Directors at regional restaurant chain Silver Diner in Washington, DC. In this position, he was responsible for all elements of operational and financial performance as well as strategic design and execution, leadership development, brand delivery and customer experience.

Mr. Meskell led recruitment, training and development functions in Ireland’s largest electric utility, with over 12,000 team members. He also founded two software companies that created and distributed innovative software products to global financial markets. As Director of Organizational Development for Sallie Mae he was responsible for leading company-wide efforts to improve the financial bottom line, the customer experience and the performance culture.

Through his deep experience working in multiple industries, in multiple countries with companies of various sizes ranging from startups to established, successful organizations Mr. Meskell has developed a unique set of perspective, understanding and strategies to help clients confront many challenging and evolving issues facing today’s organizations. This is particularly reflective in the increasing need to develop high-performance cultures and the recognition that such cultures must rely less on management mandates and more on developing each individual’s capacity and desire to contribute.

Mr. Meskell holds a B.A. in European History and Politics from the University of Limerick and also has an honorary MS degree in Philosophy from the University of Limerick. He studied in the Masters Program of Organizational Learning and Development at George Mason University and has several certificates in the fields of Total Quality Management and Training.

Hobbs
Gabe Hobbs
Partner, Media

Gabe Hobbs is a nationally recognized and highly regarded media executive with proven success at both the local and national levels. His deep knowledge of media and emerging digital media platforms uniquely qualifies him to assess content and then develop that content for deployment across multiple media channels, and he is legendary for his ability to help media executives understand the media trends and to adjust accordingly.

From 1998 through 2008 Gabe was responsible for the programming oversight of Clear Channel’s 275 news, talk and sports stations. He also served as the in-house consultant for the Rush Limbaugh Program, the Glenn Beck Show, Trumped with Donald Trump, Costas on the Radio with Bob Costas, the Dr. Laura Program, and Jason Lewis. Gabe also worked on the launch of Fox Sports Radio in 2000 and remained an advisor to the network for eight years.

Gabe has been nominated by his peers eight times and voted by his peers four times as the News/Talk Executive of the Year during his long management career in media. These awards are presented annually by Radio and Records Magazine. Radio Ink Magazine named Gabe one of the top 10 corporate radio programmers in America. He also served on the Associated Press Board of Advisors from 2000 until 2008.

Gehron
John Gehron
Partner, Media

John Gehron brings a legendary radio career to the team as a programmer and executive in America’s largest markets and with the country’s premier media companies.

He began in Philadelphia as Program Director of CBS’s WCAU-FM (now WOGL), the first major market radio station to try the oldies format. That success led to being transferred to WCBS-FM in New York to start their oldies format in 1972.

In Chicago, Gehron spent 13 years in the 70s and 80s as Program Director and later General Manager of WLS. He re-joined CBS Radio to be General Manager of WODS in Boston, then returned to Chicago with Pyramid Broadcasting as Vice President and General Manager of WNUA-FM. There he created a national standard for the “smooth jazz” format that became a major factor in the nation’s third largest radio market.

Following Chicago, Gehron moved on to senior officer and COO positions at American Radio Systems and Infinity Broadcasting. He served as Senior Vice President of Programming for all of Infinity/CBS.

In 2001 John was Regional Vice President and Market Manager for Clear Channel Chicago’s seven stations as well as handling the surrounding region including Madison, Milwaukee and Eau Claire, Wisconsin.

In 2006 he became General Manager of the newly formed Harpo Radio to build the XM satellite channel “Oprah and Friends”.

Gehron currently serves as COO of AccuRadio, one of the leading Internet Radio companies.

Hemingway
David Hemingway
Partner, Digital Technology

David Hemingway is a highly in-demand digital media, platforms, connected mobile devices, user experience and client services expert. He has led development teams in complex digital media initiatives while driving revenue and overseeing recurring projects. Expertise includes web site technical development, mobile app development and related technical marketing solutions.

David is a 20-year digital media and marketing executive with proven success leading large scale solutions through the entire project lifecycle from initial strategy to end-to-end implementation. He has served as Director of Digital Media Services for AllDigital, Senior Producer/Project Lead for Mobile and Online Game Development at Burton Design Group and as co-Founder at Vimation. He has also served as Account Director at Greenlight Communications and Account Executive at Chiat Day.

His clients have included: Apple, AT&T, Conde Nast, Cox Media Group, FX Television, IBM, Lincoln Mercury, Miramax, NBC, Nestle, Nike, Shakey’s Pizza, Timex, Toyota, and Vivendi Universal.

Kauffman
Greg Kauffman
Partner, Creative Services

Greg has been evolving his creative talents for more than 20 years servicing the restaurant, hospitality, lifestyle and entertainment industries.

Greg has been the chief designer for the Silver Diner restaurant brand in Washington, DC for nearly 20 years as well as working with over 25 additional chain restaurant brands including Moe’s Southwest Grill, Restaurants Unlimited, Happy Joe’s Pizza, and Villa Enterprises.

He founded the highly-regarded Kauffman Design Co., developing award winning branding solutions for a range of start-up and well-established clients. Some of his clients served include Adidas, Affiliated Computer Services, Business Software Alliance, Comcast, Charter Communications, Dunlop Tires, ESPN, Muscular Dystrophy Association and Univision.

He also has served as Creative Director for restaurant consulting firms throughout the U.S. as well as working in-house for commercial print companies, corporate graphic design departments and several marketing firms.

Greg holds a BFA degree in Graphic design from SUNY Fredonia and is a previous board member of AIGA, the oldest and largest professional membership organization for design.

Goughnour
Mark Goughnour
Partner, Research

Mark Goughnour has spent over 25 years in brand research, intelligence gathering and analytics for service-related industries. He is the Founder & President of Intelligence & Insights, a company specializing in research and analytics for service businesses. The company focuses on consumer research, competitive intelligence, team member brand engagement and operational brand alignment.

Previously Mark served as Director of Research for restaurant consulting company Brandstand Group. In this capacity, he not only designed and managed research programs for clients but was also deeply involved in the development of Bandstand’s Brand Development Model. Prior to Brandstand, Mark was Founder & President of the Report Factory, focusing on individual restaurant marketing research. Mark also served as Vice President of Research for the Restaurant Consulting Group.

A graduate of Augustana College, Mark has also completed Master’s work in sociology at DePaul University.

Vert
Digital Marketing

Vert is a mobile-first digital advertising and marketing agency. Through our full-service offerings, Vert makes sense of the ever-changing social & mobile landscape, developing scalable, sound marketing campaigns that drive value by engaging consumers on the platforms they spend time with every day. We connect brands with consumers by effectively leveraging the reach, targeting, and interactivity of the digital & social web – and we do it in a way that’s fresh, exciting, and fun.

eWOM Logo
Cardless Loyalty, Referral, and Rewards System

eWORDofMOUTH is the leading Cardless Loyalty, Referral, and Rewards System for restaurant chains. Fully integrated to online ordering, mobile, and POS, the eWOM platform is an enterprise-strength digital marketing platform that integrates one-time use coupon codes, an automated loyalty program, email and referral marketing, lapsed customer system, and a sophisticated multi-unit analytics engine. eWOM’s streamlined technology eliminates all customer and store operator friction by removing dependencies on mobile app downloads, cards, and complicated redemption procedures, and can increase revenue rapidly for companies that have one or thousands of locations.

DMSI
Customer Service Management

DMSI is the solution for time-strapped, overwhelmed business owners. Their services provide responsiveness and real human connection to your clients and potential clients….a real secret weapon for your business growth.

brygid
Restaurant Hosting and Online Ordering Systems

Brygid Technologies is a high-end quality provider of online ordering for restaurants. We are an industry leader in developing easy to use, fully customized websites that help restaurants see an increase in online sales within their first month. We are committed in providing the best quality and most reliable online ordering service in the industry.

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