Joe Hanneman Portfolio 2014

8/11/2019 Joe Hanneman Portfolio 2014

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PROFESSIONALPORTFOLIO

COMMUNICATION STRATEGY MARKETING JOURNALISM

RESEARCH VIDEO AUDIO PHOTOGRAPHY TRADE SHOWS

MEDIA RELATIONS SCRIPT WRITING TESTIMONIALS

WEB DESIGN ADVERTISING EVENT MANAGEMENT COPYWRITING


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E I E L L

IRONINTELLIGENCECOMPANYREPORT IRONINTELLIGENCECOMPANYREPORT

Ash Grove Cement Co.125-year-old company continues its expansion

with cement-production plants, distribution

WITH DEMAND FOR PORTLAND AND MASONRY CEMENT atrecord highs in North America, Ash Grove Cement Co. is oneof the big industry players committed to expanding home-

grown production capacity. The Kansas-based firm plans to build amajor cement-production plant on land owned by the Moapa Band ofthe Paiute Indians, about 35 miles northeast of Las Vegas. The $250million facility will add 1.5 million tons of cement production per year,part of the industrys 20 percent capacity expansion by 2010.

BusinessDescription

The fifth-largest cement producer in the United States, Ash GroveCement Co. operates 21 cement terminals, nine cement plants andone lime plant in nine states. Its major quarry operations are inBlubber Bay, British Columbia in Canada.

The company is spending $190 million to add 700,000 tons ofcapacity at its plant in Foreman, Ark., and purchased an 54,000-ton-capacity terminal in Portland, Ore., that will allow it to importcement from China and India. Its joint venture with Alamo CementCo. is building a $42 million, 175,000-ton-capacity terminal at theHouston Ship Channel.

Ash Grove has been owned by the Sunderland family since 1909,although the company dates to 1882 when it was called the AshGrove White Lime Association.

KeyCompetitors

CEMEX Holcim (U.S.) Lafarge North America Rinker Materials Vulcan Materials Buzzi Unicem USA CRH Eagle Materials Florida Rock U.S. Concrete

Mergers& Acquisitions

Lyman-Richey Corp., 2000

Financial Summary

Net worth estimated at $1 billion Dun & Br adstreet rates financials as Strong Scores very low on D&B Financial Stress Summary index

2 00 5 R ev en ue $ 92 1 m il li on

R ev en ue T re nd s 1 y r. + 1 2%2 yr. + 32%

Employees 2,600

Locations 9 cement plants,1 lime plant, 1major quarry

Material Volume 7.8 million tons ofcement annually

Current R atio 4.6

T ot al As se ts $ 1. 4 b il li on

T ot al L i ab il it ie s $ 1. 4 b il li on

BY THE NUMBERS

REVENUE TRENDS

2003 2004

0.9

0.5

$B

illions

AshGrove CementCo.11011 Cody St.

Shawnee Mission, KS 66210

CharlesSunderland,chairman & CEOwww.ashgrove.com

2005

0.4

0.6

Ownership: Private72%ofcontrollingstock

ownedby Sunderlandfamily

OUTLOOK:POSITIVE

+

1.0

E I E L L

0.7

0.8

STORY AND PHOTOS

BYJOE HANNEMAN

BRITISHCOLUMBIA

FROMSEATOSKY

ON

ASTAGE

(continues)

FEW PLACES ON EARH CAN RIVALHE NAURAL

BEAUY OFWESERN CANADA,WIH IS ICE-CAPPED

MOUAIN PEAKS,serene glacial lakes, Pacific fordsand sweep-

ingorests.Te western edge o NorthAmericais known asthe SeatoSky

Region,and itisaptlynamed.In justashort drive alongBritishColumbias

coastline,you can marvel atthe glassy,still waterso Howe Sound,rise up

alongmileso mountainousgranite ormationstothe toweringstandso fir,

hemlockand cedarthatcarpetthe CoastMountains.

PROFESSIONALPORTFOLIO

It is a notable challenge to fairly represent more than 30 years of professional work in

journalism, marketing and communications. This portfolio is designed to be a menu rather than

an encyclopedia. Sample the work of Joseph M. Hanneman on the following pages, and you will

have a good taste for his work.

VIDEO

PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN

WEBDESIGN

GRAPHICDESIGN

WRITING

PHOTOGRAPHY RESUME

MARKETRESEARCH

PUBLICRELATIONS


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COMMUNICATIONLEADERSHIP

JOE HANNEMANS PROFESSIONAL WORK in report-ing, writing, marketing and communications spans

more than three decades and covers much of

the globe. As a reporter, marketing director, vice presi-

dent and business owner, he has worked to create

first-class communication materials for employers

and clients around the world.

A photo and video shoot on the Sunshine Coast of

British Columbia took him and photographer Chris

Duzysnki up a steep logging conveyor that hovered

over the bay below. They scrambled up a steep rockface in Houston County, Minn., to capture a dramatic

sunset shot of a motor grader on a rural gravel road.

Hanneman organized and ran two excavator customer

events for Volvo Construction Equipment, held aboard

Royal Caribbean cruise ships that visited the Do-

minican Republic, the Bahamas, the Cayman Islands,

Aruba and St. Thomas, U.S. Virgin Islands.

To prepare for a major product launch for a globalequipment client, he traveled to Changwon and

Seoul, South Korea, and Konz, Germany, to

participate in confidential briefings by company

engineers and top executives. He has supported

clients and their booths at trade shows in Las Vegas

and Chicago.

He led marketing teams in the field to capture video

and photos, interview customers and develop PR

and marketing collateral. These projects meant

frequent trips to Texas, Florida, California, Nevada,North Carolina, Louisiana, Michigan, Illinois and other

states. He worked with top trade media editors to

place cover stories and photos on behalf of clients in

construction and consumer electronics.

No matter the kind of work, Hannemans hallmarks

led the way with careful planning, attention to detail,

integrity, quality and outstanding customer and client

service.



6/54PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN

Milwaukee-based videographer Rick Kallien

of Pixelbox Visual Design shoots footage of a

NASCAR open house event in Peachtree City, Ga.

Joe Hanneman has worked with several talented

videographers. On those projects, he does

planning and shoot direction.


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The artful combination of moving pictures, audio and music can transform a story, evoke strongemotion and leave a lasting impression. Moving visual imagery has a unique power that hasadvantages over still images, drawings or the written word. Whether the subject is construction,

manufacturing or the subtle themes of a book, these video examples show how the messages arestrengthened by the medium.

VIDEOPRODUCTION



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EXCAVATORTIME-LAPSE

VIDEO

EXPLANATORY

Sany America Inc., a manufacturer

of heavy construction equipment,

assembles hydraulic excavators at

its plant south of Atlanta.

CHALLENGE Develop a quick-

cost-effective way to showcase the

excavator assembly process.

STRATEGY Set up an HD camera

on a tripod to take time-lapse foot-

age of one excavator, coupled witha wide variety of B-roll footage from

around the factory.

RESULT The two-minute video is

a quick tour of the manufacturing

process used to create these 23-

ton earthmovers. The operations di-

rector used the video with vendors

and in training programs.

SANY AMERICA INC.WATCH IT ONLINE:http://bit.ly/1yt3w4s



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A70-TONDOWNPAYMENT

VOLVO CONSTRUCTION EQUIPMENT PROMOVIDEOVolvo Construction Equipment

needed a high-impact video on its

new EC700B excavator to show to

international editors at the Con-

Expo trade show.

CHALLENGE Take footage from

many sources around the world

and create a dynamic productlaunch video for CONEXPO.

STRATEGY I made rough-edit se-

lections, wrote the script, hired the

voice talent and video editor.

RESULT Volvo CE president Tony

Helsham showed the 2-minute

video to 130 journalists to open

his press conference. The response

was very enthusiastic.

WATCH IT ONLINE:http://bit.ly/1oJyeW1

VIDEO



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TVCOMMERCIAL

A small Wisconsin auto shop

wanted to promote its personal

customer care to distinguish itself

from competitors.

CHALLENGE Give an auto shop a

personal touch; show how custom-

er care makes a difference.

STRATEGY Use customer testi-

monials along with clips from the

owner, set over strong B-roll of work

being done in the shop.

RESULT A visually appealing

30-second spot that made the

strong point about trusting your

mechanic and how important it

is to care for your vehicle. Owner

received good feedback.

SMALL-TOWN

SERVICE

BEL-AIR MOTORS KENOSHA

WATCH IT ONLINE:http://bit.ly/Vhmcr7

VIDEO



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KEEPCHRISTINCHRISTMAS

KNIGHTS OF COLUMBUS WISCONSIN

TVCOMMERCIAL

Wisconsin Knights of Columbus

wanted its own Keep Christ in

Christmas television spot, bet-

ter suited to the message than

the stock version offered by the

national K of C organization.

CHALLENGE Develop a 30-second

spot true to the Christmas mes-

sage, with no video or photos being

supplied by the client.

STRATEGY Use still images from

the Incarnation Dome at the Ba-

silica of the National Shrine of the

Immaculate Conception in Wash-

ington, D.C. (The mural was funded

by the Knights of Columbus.)

RESULT A touching commercial

that airs annually in December on

dozens of cable networks in south-

eastern Wisconsin.

WATCH IT ONLINE:http://bit.ly/1prsH6B

PHOTOCOURTESY

OFMATTHEWB

ARRICK

VIDEO



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BOOKTRAILER

S+One Publishing needed an on-

line promotional book trailer.

CHALLENGE Create a video with

polish and impact with almost

no budget and no time to shoot

custom creative footage.

BOOKTRAILER

THE JOURNEY

HOME

STRATEGY Use existing company-

shot images and photos from the

book to create an emotional trailer

that asked many of the big questions

that are answered in the book.

RESULT Beautiful trailer with high

impact photos and Ken Burns mo-

tion effects made for a polished,

professional book trailer.

The video trailer is hosted on the

books web site, journeyhome-

story.com, Amazon.com, YouTube,

Goodreads.com and other book-

related web sites.

WATCH IT ONLINE:http://bit.ly/1oJ23kJ

VIDEO



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INTERACTIVEPIPELAYER

VOLVO CONSTRUCTION EQUIPMENTTRAININGDVDVolvo Construction Equipment

sought a way to train staff on

operation of a brand-new type of

equipment: the pipelayer.

CHALLENGE Shoot video of dozens

of topics and functions related to

the machine and package it in a

user-friendly manner.

STRATEGY Allow users to click

anywhere on an image of the pipe-

layer to bring up explanatory videos

showing each topic.

RESULT A single DVD presentation

presented all major topics related

to the new pipelayer in easy-to-di-

gest sections. Client was extremely

pleased.

VIDEO



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THEPOWEROFMORE

PRODUCTOVERVIEW

Volvo Construction Equipment

wanted a good overview video of

its new B-Series excavators to use

at a meeting of its field staff and

dealers.

CHALLENGE Provide a wide-rang-

ing overview of the advantages of

the B-Series excavators while not

using too much time.

STRATEGY Shoot a vast array of

footage on Volvo job sites acrossNorth America: roads, residential,

commercial, heavy construction

and more.

RESULT Strong visuals combined

with an upbeat music track and

rich voiceover made the video a

quick study of the B-Series. Volvo

staff expressed great enthusiasm

at the event.

WATCH IT ONLINE:http://bit.ly/1uOjaaf


VIDEO


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How we communicate messages to the audience relies on our best ideas, art elements, colors,

typography, copy and so much more. These design samples span the universe of business-to-

business projects, with a few business-to-consumer pieces mixed in.


GRAPHICDESIGN


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BRANDDEVELOPMENT

CORPORATEIDENTITY

International Construction Products was

unknown in the construction equipment world

with a major trade show just 60 days away.

CHALLENGE Develop and execute a brand

identity across a wide array of marketing

vehicles, with a very short timeline and tight

budgets. Handle all assignments internally.

STRATEGY Create the brand mark first, then

a corporate look and color scheme. Quickly

apply to print, web and multimedia projects.

RESULT An impressive company introduction

at the huge CONEXPO trade show in Las

Vegas. The brand look was applied to sales

brochures, point-of-sale magnets, pricing

posters, brochures, a web site, business cards,

stationery, a video, multimedia presentations,

news releases and more..


DESIGN

YOUR TOTAL ADVANTAGE

Heavy-equipment buyers need more than just quality

machines. They need reliable supportand parts

from a trusted partner.ICP delivers global brands

andworld-class support. Advantage You.

4.6 YARD LOADER .......... $142,500

3.0 YARD LOADER .......... $103,000

23-TON EXCAVATOR....... $142,500

15-TON EXCAVATOR....... $116,500

NEWMACHINES

100-PT INSPECTED

3-YEAR WARRANTY

FREE TELEMATICS

BUY ONLINE

AMERICAN SUPPORT

SMALL PRICE,

BIG SUPPORT

BECOME PART OF THEICP DEALER NETWORK!

Send inquiries to [email protected]

Press EventWednesday, March 5

North Hall N249-251

the best way to buy and

support heavy equipment

YOU ARE INVITED to the launch of a first-of-its-kind platformto

bring emerging Asian equipment brands to Western markets. Great

equipment. Western best practices. Total support. Prices 30% to 45%

below leading brands. Meet International Construction Products.

Join us for the unveiling of the ICP Direct online marketplace,and

the introduction of Lonking equipmentto North America. Wes LeeCHIEF EXECUTIVE OFFICER

Tim Frank

CHAIRMAN

Online. Direct. Trusted.


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PERSPECTIVEMAGAZINE

MAGAZINEDESIGN

The goal was to take a fairly new alumnimagazine and strengthen its appeal

through more engaging content and

strong design.

CHALLENGE Provide strong journalistic

content in an in-house communication

medium not known for conveying serious

information.

STRATEGY Seek out compelling stories

from alumni and the university; stories

that would stand alone in any mediaoutlet. Combine that with award-winning

photojournalism.

RESULT Reader surveys showed that

alumni found the magazine design very

appealing and attractive. We continued

to push the quality content and strong

design with good results. Feedback was

positive throughout the eight-year run of

the magazine.

DESIGN



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MIGHTYIRONMAGAZINE

MAGAZINEDESIGN

Strategis One often developed

customer stories that were pitched

to industry trade media. Some-

times the stories did not run, or

the presentation was not very

professional. We wanted to reward

customers by putting their stories in

an attractive, high-impact magazine

format that they would be proud to

share with their audiences.

CHALLENGE Create mini-issues of a

magazine for each major customer

visit.

STRATEGY Combine strong pho-

tography with well-written feature

stories to showcase job sites and

people.

RESULT Customers were delighted

to have something to frame and

post on office walls. Presentation

was superior to what appeared in

trade media outlets.

STORY AND PHOTOS

BYJOE HANNEMAN

BRITISH

COLUMBIA

FROMSEATOSKY

ON

ASTAGE

(continues)

FEW PLACES ON EARH CAN RIVAL HE NAURAL

BEAUY OF WESERN CANADA, WIH IS ICE-CAPPED

MOUAIN PEAKS, serene glacial lakes, Pacific fords and sweep-

ing orests. Te western edge o North America is known as the Sea to Sky

Region, and it is aptly named. In just a short drive along British Columbias

coastline, you can marvel at the glassy, still waters o Howe Sound, rise up

along miles o mountainous granite ormations to the towering stands o fir,

hemlock and cedar that carpet the Coast Mountains.

MIGHTY IRON

OlympicMuscle

BRITISH COLUMBIA BUILDS TOWARD 2010 WINTER GAMES

CONSTRUCTION MACHINES AT WORK www.mightyiron.com

2 3

FLEET OF VOLVO ARTICS AND WHEEL LOADERS

KEEPS LATTIMORE MATERIALS WELL STOCKED

McKINNEY, Texas Ithas oftenbeensaid, Everything isbiggerinTexas.

With 254 countiesand nearly 22.5millionpeople, itis the secondmostpopulous of the United States. Aborder spanning nearly 2,900 milescontains268,561 square milesof landandwater, making Texasbig enoughto be itsowncountry.

Texas is knownfor thinking big and building big. Its constructionmarketfor roads, bridges, residentialhomes, commercial buildings andpublic worksprojectsspurs massive

a nd growing de mand f or rawmaterials.

Some of the worlds biggestconstruction contractorsoperate onthe high plains around Dallas-FortWorth. eir high-rise buildings,six-lane concrete ribbons andsoaring bridges only get built ifthere isa reliable supply ofconcrete,rock andsand. Filling thatneed isalongstanding passionfor JohnVictorLattimore Jr. and his family-runmaterialscompany.

A self-describedroad hand whogrew up watching his grandfather and

By JOEHANNEMAN /Photos by CHRIS DUZYNSKI

(continues)

BIG DEMAND ON THE

TexasPLAINS

DESIGN



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catholic filmmaker

steve raySEPTEMBER 26, 2009 7 P.M.

ST. RITA SCHOOL GYMNASIUM

FOOTPRINTSKOFC697.ORG

EVENTS SPONSORED BY:

FREEWILL OFFERING REQUESTED AT ALL EVENTS TO BENEFIT RACINE CATHOLIC FOOD PANTRY

7 P.M. FILM SCREE NING, ST. RITA CATHOLIC SCHOOL GYMNASIUM, 4339 DOUGLAS AVE.5 P.M. DOORS OPEN FOR IGNATIUS PRESS BOOKSTORE: BOOKS, DVD s, GIFTS!

SEPT. 12: Peter: Keeper of the Keys

SEPT. 19: Jesus: The Word Became Flesh

PLUS: FOOTPRINTS OF GOD

MOVIE NIGHTS !

2629957428FREE TICKETS:

the word became flesh

saturday, september 19 7p.m.st. rita catholic school, 4433 douglas Ave.

free-will offering requested of non-perishable food itemsor cash donation to benefit racine catholic food pantry

come early for ignatius press bookstore

Jesus:

FOG20090919146

MOVIE NIGHTS !DOORS OPEN 5 P.M.

EVENTSPONSOREDBY:

the word became flesh

saturday, september 19 7p.m.st. rita catholic school, 4433 douglas Ave.

come early for ignatius press bookstore

Jesus:

FOG20090919147

EVENTSPONSOREDBY:

. .. .

. .. .

. .. .

CATHOLIC FILMMAKER STEVE RAY7 P.M. SAT. SEPT. 26 AT ST. RITA!

CATHOLIC FILMMAKER STEVE RAY7 P.M. SAT. SEPT. 26 AT ST. RITA!

FILMMAKEREVENTMARKETING

EVENTPROMOTIONS

With Catholic filmmaker Stephen K. Ray scheduled to

speak at a fund-raiser for the local food pantry, organiz-

ers wanted a television spot and printed collateral, but

had no budget.

CHALLENGE Develop a 30-second spot, posters, tickets

and more using available art elements (with no budget).

STRATEGY Capture video clips from Steve Rays many

DVDs and use in-house voice talent and production.

RESULT We produced a nice broadcast commercial,

promotional posters, tickets, signage and more for event

organizers. All production and related costs were donated

to the cause.

DESIGN




For many centuries, the written word has been the primary vehicle for conveying ideas, telling

stories and preserving history. Whether it is the Bible, the latest fiction novel or the headline on

a billboard over the highway, the environment is replete with examples of the power of words. My

first professional love has always been writing. The written story has untold power to move, informand inspire.

WRITING



MAJ. JOSEPH SMALL III GREW CONCERNED as he peered out the windshield of

his U.S. Marine Corps OV-10 Bronco reconnaissance plane, cruising low over

enemy territory just inside Kuwait.

It was early afternoon, Feb. 25, 1991, the second day of the Allied ground war. It was

an all-out assault against Saddam Husseins Iraqi forces, who held the tiny oil-rich

nation with an iron grip. But unlike the clear skies on the first day of the ground of-

fensive, the weather had turned ominous.

Small lowered his twin-engine turboprop plane to about 4,500 feet. He was just

beneath the low, stormy cloud ceiling and in the midst of thick, sooty smoke from the

oil-well fires that scorched the earth below.

He didnt like being this low in a plane that flew only about one-fourth the speed of a

U. S. fighter jet. Hed been the target of two Iraqi surface-to-air missiles on a previous

mission, but was never low enough to really worry about being hit.

Today was different.

Small and his aerial observer, Marine Corps Capt. David Spellacy, were searching for

an Iraqi tank column that had slowed the advance of the 1st Marine Divisions 1st

Tank Battalion into southwest Kuwait.

They set up a search pattern, and planned to call in air and artillery strikes on the

tanks once they found them. While Spellacy surveyed the desert floor below, Small

WRITING


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TRUNGSFLIGHTTOFREEDOM

As Trung Pham stood in a darkened house near Vietnams Mekong River in March1983, he did not know the risks he would face during his escape, but he was

determined to flee the Communist country.

Then 15, Pham had to choose between leaving his homeland and family, or being

drafted into a life in the Vietnamese army.

Not being a believer in Communism or having any desire to fight in Cambodia, Pham,

at the urging his family, decided to run.

Huddled in the house at 4 a.m., Pham sat clutching a bag of food, some clothes and

a ring -- waiting for a paid guide to lead him and other would-be refugees to a waitingboat.

I kept thinking, What if hes not coming back, what am I going to do? I have no

money, said Pham, now a student at the University of Wisconsin-Parkside.

Spent time in jail

Pham had tried to escape Vietnam several times before. Once, he was caught and

jailed for two months.

His mother was jailed for one year for trying to escape, and was released only after

his father sold family possessions for bail money.

On the long night that March, Pham had no guarantee the man his family paid to get

him out of Vietnam would honor the deal. But he did.

It was scary, Pham said, We didnt know where he was leading us to. It was dark,

completely dark. They just drove us in the middle of the night.

That night began a nearly year-long odyssey that led Pham away from his mother,

sister and native Saigon to Racine, a city he knew little about.

Pham and his younger brother joined four brothers here who had fled to the UnitedStates. Pham, 20, graduated from Park High School and now plans to study biomedi-

cal science at UW-Parkside.

The years since leaving Vietnam were not easy. Pham struggled to learn English, deal

with the stark cultural differences and recover from the deaths of his oldest brother

and father.

READ THE FULL STORY ONLINE: HTTP://TINYURL.COM/MV3HEC7

WRITING



FROM THE FORTHCOMING BOOK, SHOTGUN JUSTICE

FROM HIS EARLIEST DAYS, LYALL T. WRIGHT WAS A SYMPHONY in contradic-tion. He was a boy who went off to fight a mans bloody war in Europe. Seeking

adventure in the war, he instead found the devils slaughterhouse. He was a boy

doing a mans work as a 26-year-old county sheriff. He had all the life of youth, yet

harbored the fatalism that he would die young.

He was one of Juneau Countys chief law enforcers, but was

also its chief law breaker. He was in charge of the sheriffs

department, and also head of the states most prolific boot-

leg liquor gang. He was a doting young father and family

man, but consorted with vicious Chicago thugs and gunmen

tied to the mob. He supervised deputy sheriffs, but also

bankrolled rum runners to cater to the well-heeled in Mil-

waukee and Chicago.

He was sure he was in the right, even when he was very

wrong. Catch him in a misdeed and it was a frameup. Blame

was to be deflected and not accepted. His life of contradic-

tions put him on both sides of the law. His life of contradic-

tions led to his ouster as sheriff. It put him on trial for mur-

der. It eventually landed him in prison for bank robbery, and

made him one of the most infamous criminals in state history.

There was always something restless about young Lyall. He was happier wandering in

the fields and along the streams of Juneau County than learning the basic subjects in

school. Young Wright was most at home out on the land. His family owned hundreds

of acres in southern Juneau County. There was plenty for Lyall to explore. He loved

Lyndon Creek, which ran across the east side of the Wright farm.

He discovered deep holes that were home to prime trout. One day, he slipped into

the creek, reached into the water and grabbed onto a large German brown trout

with his bare hands. He was so proud of the catch, he showed it around Lyndon

Station before taking it home for his mother to cook. One person wasnt too happy

with Wrights catch, though. An eccentric who lived on a nearby farm along the same

creek knew all about the large trout. The man believed the fish to be reincarnated

spirit of his grandfather.

LIFEOFTHEBOYSHERIFF

WRITING

A dapper 26-year-old Lyall Wright

ran for sheriff of Juneau County inthe fall of 1926.


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THEJOURNEYHOME

READ AN EXTENDED PREVIEW AT AMAZON.COM: HTTP://TINYURL.COM/MFBY3J3

WRITING

Dad shrugged his shoulders dejectedly and looked down at the floor. Oh, well, he said, trying tobe matter of fact. But those two words did not come easily. He choked up. I put my arm around him

and gave a squeeze. It was all I had. No solutions, wisdom or sage advice. Damn. When Dr. Motl

left the room to arrange a consult with an oncologist, I recovered my bearings just a bit. Its OK, I

said, knowing it was not. Dont give up, Dad. Ill be here for you every step of the way. He nodded

his head, and tried to gather himself. I should have

known, he said, shaking his head wistfully. I saw

what cigarettes did to my Mom and Dad. I should

have known better. I told him that no one no one

deserves to get cancer, no matter if they smoked

for 60 years or not a day in their life. You dont de-

serve this even for a minute, I said. You are a great

guy, Dad. If there was any way for me to take this

away from you, I would do it.

I went to the Dean pharmacy and waited for Dads

prescriptions. Some heavy-duty painkillers and an

anti-anxiety medication. The pain medication was to

help stem symptoms from the squamous cell carci-

noma (tumor) in Dads lung. The other medication

was supposed to help relax him and ease the sen-

sation caused by the tumor that he couldnt catch

his breath. Once I rejoined Dad and Dr. Motl in the

examining room, we were told that an initial consultation with oncologist Dr. Michael Frontiera was

scheduled for Thursday three long days away. Im getting you in to see the best, Dr. Motl said. As

I said, theyre developing new treatments all the time.

As we drove home after the dread diagnosis, I knew this day had been long in the making. It was

a day I had long feared. Dad started smoking cigarettes when he was 16, back in his hometown of

Mauston, Wis. In those pre-1950 days, everybody smoked. Both of his parents smoked, and Im sure

many of his high-school buddies rolled packs up in the sleeves of their T-shirts. Smoking was manly.

It was feminine. In fact, it was healthy. Or thats what everyone was told in the days before surgeon

generals warnings, nicotine patches and quit-smoking support groups.

David D. Hanneman served a term as mayor of Sun Prairie,

part of his three decades in politics and community service.


30/54

Articulated Haulers, Scrapers

and the Future of Earthmoving

IRONINTELLIGENCEBRIEFING

AN



31/54

Price comparisons. Market share. Voice of the customer. Needs analyses. Not the typical items

you see in a marketing communications project. Weve produced several in-depth customer

and market studies for Volvo Construction Equipment. Projects included nationwide customer

interviews, pricing studies and briefing papers on market segments and equipment competitors.

MARKETRESEARCH



32/54

ARTICULATEDHAULERSTUDY

2 S T R A T E G I S O N E L L C

SECTION

1 The Contractors

Contractor Interviews


TOPIC

#5

Bigger Haulers?

For artic haulers, bigger isnt always better

Most contractors said current sizes meet market needs,

but someinterest showninlarger, smaller modelsizes

BIG JOBS. BIG DIRT. BUT BIGGER HAULERS? When asked about the option for

bigger artic trucks, most contractors shied away from the idea, voicing concerns

over maneuverability, transportation issues and additional permits due to the

machines size and weight.

The larger you get, the worse its going to get, said Gene Daugherty, superintendent

at B&V Construction Inc., Wixom, Mich. Theres going to be certain specifications of

jobs that youre going to be able to take those articulated trucks to that are over that

weight capacity. And then what do they do the rest of the time? They sit.

Other contractors agree they simply dont see a place in their fleets for a 45-ton,

50-ton or even larger artic hauler. Some

even say a 40-ton truck is pushing it. They

get to be so heavy when you get up that

high, said Doug Anglin II of Jack Anglin

Civil Contracting in Novi, Mich. A 40-ton

truck is a big truck. It gets hard to put them

in that place. I wouldnt buy a 40-ton truck

again. Weve got the D400, but you ask it to

go places where all the other trucks go and

it just doesnt go and then you say, Whats

wrong with the CAT? Well, its heavier and

its bigger and it just doesnt go into the same places.

Keith Barber, operations manager for Earth Development Corp. in Roswell, Ga.,

expressed the same opinion. We tried some 40-tons and they were just too big for us.

They got more into the footing conditions of a scraper. The 35-tons work well for mass

work. From the 25-35 tons we have a need for all three. And utilize them. I mean

I dont think you want to

get bigger than a 40-ton

truck because then you

get into the problem

of moving them down

the road.

GeneDaugherty

Keith Barber

DaveSilbar

FUTUREHAULERS

Volvo sought to get input from the owners of articu-

lated haulers and earth scrapers, in order to better

carry out product planning.

CHALLENGE Research and explain potential needs

and trends related to haulers and scrapers that are

used on a wide variety of construction jobs.

STRATEGY Conduct videotaped interviews withcustomers of many brands of equipment. Quiz them

on their needs, ideas and vision for the future. Each

region of the country was covered.

RESULT An in-depth 150-page study with a wealth

of customer, economic, product and other infor-

mation that was used by our client in long-term

strategic planning.

IRONINTELLIGENCE REPORTS

RESEARCH



33/54

KEYACCOUNTSPROSPECTSTUDY

S T R A T E G I S O N E L L C 69


Ash Grove Cement Co.125-year-old company continues its expansionwith cement-production plants, distribution

WITH DEMAND FOR PORTLAND AND MASONRY CEMENT at

record highs in North America, Ash Grove Cement Co. is one

of the big industry players committed to expanding home-

grown production capacity. The Kansas-based firm plans to build a

major cement-production plant on land owned by the Moapa Band of

the Paiute Indians, about 35 miles northeast of Las Vegas. The $250

million facility will add 1.5 million tons of cement production per year,

part of the industrys 20 percent capacity expansion by 2010.

Business Description

The fifth-largest cement producer in the United States, Ash Grove

Cement Co. operates 21 cement terminals, nine cement plants and

one lime plant in nine states. Its major quarry operations are in

Blubber Bay, British Columbia in Canada.

The company is spending $190 million to add 700,000 tons of

capacity at its plant in Foreman, Ark., and purchased an 54,000-

ton-capacity terminal in Portland, Ore., that will allow it to import

cement from China and India. Its joint venture with Alamo Cement

Co. is building a $42 million, 175,000-ton-capacity terminal at the

Houston Ship Channel.

Ash Grove has been owned by the Sunderland family since 1909,

although the company dates to 1882 when it was called the AshGrove White Lime Association.

Key Competitors

CEMEX Holcim (U.S.)

Lafarge North America Rinker Materials

Vulcan Materials Buzzi Unicem USA

CRH Eagle Materials

Florida Rock U.S. Concrete

Mergers & Acquisitions

Lyman-Richey Corp., 2000

Financial Summary

Net worth estimated at $1 billion

Dun & Bradstreet rates financials as Strong

Scores very low on D&B Financial Stress Summary index

2005 Revenue $921 million

Revenue Trends 1 yr. + 12%2 yr. + 32%

Employees 2,600

Locations 9 cement plants,1 lime plant, 1major quarry

Material Volume 7.8 million tons ofcement annually

Current Ratio 4.6

Total Assets $1.4 billion

Total Liabilities $1.4 billion

BY THE NUMBERS

REVENUE TRENDS

2003 2004

0.9

0.5

$B

illions

Ash Grove Cement Co.11011 Cody St.

Shawnee Mission, KS 66210

Charles Sunderland, chairman & CEOwww.ashgrove.com

2005

0.4

0.6

Ownership: Private72% of controlling stock

owned by Sunderlandfamily

OUTLOOK:POSITIVE

+

1.0


0.7

0.8

CUSTOMERRESEARCH

The key accounts sales group at Volvo Construction Equip-

ment needed intelligence on a wide variety of contractors

to gauge which ones to pursue as potential key accounts

customers.

CHALLENGE Give our client a detailed look at many top

companies in a variety of market segments, such as heavy

construction, waste management and others.

STRATEGY Use a variety of proprietary databases and pub-lic sources to generate a dossier on dozens of companies.

Also produce an overview of the construction economy and

likely trends.

RESULT A thorough report with detailed financials, news

clips, history and other information on dozens of prospect

companies. Volvo used the information to help convert the

majority of companies on its target list into Volvo customers

over the following year.

56 S T R AT E G I S O N E L L C S T R AT E G I S O N E L L C 57


Hanson AggregatesSubsidiary of UK-based Hanson PLC, firminvests heavily in acquisitions to grow stake

LIKE ITS MAJOR COMPETITORS, HANSON AGGREGATES NorthAmerica is on a fast track to grow, and its main tool is thecorporate acquisition. Hanson has invested $2.5 billion in

North America to buy aggregates producers. Since 1997, Hansonhas added 50 bolt-on aggregates operations, including the recent

$300 million purchase of Material Service Corp., the 13th largestaggregates producer in the United States. That added 20 million tonsof annual aggregates capacity and 1.5 billion tons of reserves.

BusinessDescription

Hanson PLC, the parent company of Hanson Aggregates, is theworlds largest producer of aggregates. Most of its revenue comesfrom North American and Europe. With 360 North Americanlocations in 17 states and Mexico, Hanson Aggregates produces

granite, limestone, asphalt, ready-mix concrete, concrete products,gravel, and sand. It also offers distribution and construction services.Hanson PLC has long been rumored to be a takeover target and someare betting that Hanson Aggregates NA will be spun off.

Hanson Aggregates shipped 129 million metric tons of aggregatesin 2005, down 4.4 percent. Hanson decided to forego some large-

volume, low-margin contracts as part of an effort to optimizeoperations. Combined with price increases ranging from 8 percent to15 percent, it was able to offset increased costs primarily from fuel.The company plans to continue strong capital spending to achievecost efficiencies, and seeks to add more companies to the family. Justwith acquisitions made in 2005, Hanson added 250 million metric

tons of mineral reserves to its portfolio for future extraction.

KeyCompetitors

LaFarge North America Cemex Vulcan Materials CRH

Mergersand Acquisitions

Material Service Corporation, 2006 Berkeley Asphalt Company, 2005 Mission Valley Rock Company, 2005

FinancialSummary

Revenue up 9% in 2005 Cost of sales is unusually high Asbestos liability a major concern

2 00 5 Re ve nu e $ 1. 8 bi ll io n

R ev en ue T re nd s 1 y r. + 9 .3 % 2 yr. + 2.3%

Employees 5,600

Lo ca tio ns 1 76 q ua rr ie s

C urr en t R at io 1 .4 1

T ot al A ss et s $ 3. 06 bi ll io n

T ot al L i ab il it ie s $ 50 9 m il li on

Ca pi t al S p en d in g $ 1 28 m i ll i on

BY THE NUMBERS

REVENUE TRENDS

2001 2003 2004

2.2

1.8

1.4

$B

illions

HansonAggregates/HansonPLC8505 Freeport Parkway

Irving, TX75063

JimKitzmiller, presidentwww.hansonaggeast.com

2002 2005

1.0

Ownership: PublicSymbols:HAN HNS

OUTLOOK:NEGATIVE

S T R A T E G I S O N E L L C 79

IRONINTELLIGENCEVOLVOKEYACCOUNTS

AFTER A SWOON THAT BEGAN IN 2001 and worsenedwhen the federal surface transportation bill expired, theheavy and civil construction economy is back. This market

segment is largely driven by federal, state and local governments

responsible for creation and upkeep of major public infrastructuresuch as roads, bridges, tunnels, airports, railways, and waterand sewage treatment plants.

Market Summary

This market segment handles all phases of infrastructureconstruction from site preparation through finished job andmaintenance. Until mid-2005 the sector was held back bylack of a new federal transportation bill. But that changed inAugust 2005 with the signing of the clumsily named Safe,Accountable, Flexible and Efficient Transportation Equity Act - a

Legacy for Users (SAFETEA-LU). The law provides a guaranteed$286.4 billion over six years for federal surface transportationprograms.

The new funding source has rejuvenated the markets. So far in2006, the total value of transportation contracts awarded in theUnited States is up 14.4 percent, to $22.4 billion. The biggest

gainers are aiports (+42% from 2005) and highways (+23%).Highway and street construction spending is moving at an annualclip of $75 billion, up 16.8 percent from 2005. Spending onsewage treatment and water projects is up 12 percent and8.8 percent, respectively. The U.S. market spends more thanany other nation on non-residential and civil construction, an

estimated $479 billion in 2005 that is expected to grow to $611billion by 2010. Canadas market is just shy of $34 billion.

Segmentation

More than 10,500 U.S. contractors and businesses work in the

civil engineering and heavy construction sector, and they spendmore than $1.2 billion a year on capital items. Companies includelarge general contractors like Bechtel, civil engineering firms likeJacobs and Fluor and dedicated heavy-construction contractorslike Williams Brothers. They are major consumers of equipmentincluding excavators, haulers, loaders and cranes.

HEAVY CONSTRUCTIONResurgence driven by new federal spending;infrastructure construction is on the rise

COMPANY TOTAL SALES

Bec htel. $14. 6 bil li on

F lu or C or p. $ 10 .7 8 b il li on

KBR Inc . $8.14 bil li on

Jacobs Eng ineering Group $5.6 b illion

B ov i s Le nd L ea se $ 4. 8 bi l li on

Peter Kiew it Sons I nc. $4.15 b illion

C H2 M H i ll Co s. $ 3. 1 b il l io n

P CL C o ns tr uc t io n $ 2. 9 b il l io n

W a sh i ng t on Gro up $ 2 .8 5 b i l li o n

G ran i te C o n st r uc t i on $ 2 .6 4 b i l li o n

APAC $2.54 billion

Skanska USA Civ il I n c. $1.99 b illion

NAICSCODES237310Highway,Street,andBridgeConstruction

237990Other Heavyand Civil Engineering Construction

SIC CODES1611-HighwayandStreetConstruct ion1622-Bridge,Tunnel ,&ElevatedHighway1629-HeavyConstruct ion,nec

KEY INDUSTRY PLAYERS


Source: American Road & Transportation Builders Association.

HIGHWAY CONTRACTS

Value of 2006 contracts awarded YTD

Te xas $ 1. 85 bi ll io n

C al i fo rn ia $ 1. 49 b il l io n

Fl or id a $ 1. 08 b il li on

Pe nn s yl v an i a $ 8 75 .4 m i l li o n

Il li no is $ 828 mi ll io n

IRONINTELLIGENCE REPORTS

RESEARCH



34/54


35/54

Buzz. Talk. Ink. Air. Coverage. Whatever you call it, getting the attention of mainstream and trade

media is a key goal for anyone selling a product. The examples in this section show how strong

products, good messaging and dogged determination can lead to expansive media coverage.

betterdiggingVolvo Construction Equipment

janes graveldigs volvosbucket designBrian Etchison had one problem with

the excavator buckets being run at

RE Janes Gravel Co. i n Merkel, Texas.None of them could stand up to the

abrasive conditions at Janes sand

and gravel mine. Every bucket weve

had we destroyed, said Etchison,

vice president at RE Janes. Just

because of the nature of what were

doing. So when Volvo approached

Etchison with its new bucket, he was

ready to put it to the test.

Our material is really abrasive. Its fairly hardbreakout, Etchison said. I can take you toseveral buckets that weve had on differentexcavators. Well actually break them. Wesometimes will break a lip completely off thebottom of a bucket. Weve split them up themiddle.

Janes Gravel uses a Volvo EC460B excavatorin what is essentially a strip mining opera-tion about 30 miles west of Abilene. Thematerial is hard, densely packed sand andgravel, mixed with conglomerate and clay. Theexcavator loads 80-ton belly-dump haulers,which take the material for nearby process-ing and eventual use in ready mix concrete.Its definitely not an easy environment for amachine to dig, Etchison said.

So after losing two buckets to the extremeconditions, Etchison was all ears when ap-proached about a new 3.6-cubic-yard bucketby Walter Reeves, attachments manager for

Volvo Construction Equipment. When he wastelling me about this bucket before it arrived,Etchison said, he was drawing it on a napkinfor me and showing me. He said, Youre goingto have better success with this shape. And itis a better shape.

A new shape, a new approachWith a low profile and curved shape, Volvosnew buckets have optimized cutting edges,heavy fabrication and self-sharpening teeth.The design of the bucket floor makes it easyfor material to flow into and fill the bucketwith no air gaps. Anti-abrasive side cuttersand lip plating give the buckets exceptionalwearability.

These are made to load easy and dumpeasy, Reeves said. This penetrates nice andeasy. The material just flows right out of thebucket. It improves your cycle times.With the new Volvo bucket installed on theEC460B excavator, the company adopted a

new approach to digging. Instead of usingthe excavators breakout power to extractthe material, the operator uses the teeth topenetrate, then pulls the bucket nearly flattoward the excavator. Material marches intothe bucket without the boiling that can causeair pockets and incomplete fills. As the bucketcomes up out of the hole, it cradles thematerial without requiring extreme curl of thebucket. Less curl means less machine wearand quicker dumps.

The shape is the main thing that protects thelinkage, Etchison said. because the materialenters the bucket more easily than a deeper,taller bucket. In the past I thought a more nar-row bucket that was deeper and taller wouldhave less surface area to cut the materialand would not have a negative impact on thelinkage. But the wider more shallow, morecurved shape of this bucket, I think its a bet-ter design for this.

RE Janes Gravel found the shape of Volvos new buckets a good match for its abrasi ve sand and gravel.

more care. built in.Volvo Construction Equipment www.volvoce.com

The shape of this bucketis a better shape. Ouroperator says its definitelyeasier to load the Volvobucket than the others.

Brian EtchisonRE Janes Gravel Co.

PUBLICRELATIONS



36/54

ICPPUBLICLAUNCHLASVEGAS

BUSINESSLAUNCH

International Construction Products

set its official launch for the mas-

sive CONEXPO trade show in Las

Vegas.

CHALLENGE Get the attention of

media and buyers at the Western

Hemispheres biggest trade show.

STRATEGY We co-branded a boothwith our partner manufacturer, filled

it with branded ICP material and

staffed it with ICP employees. We

secured a prime time for an interna-

tional press conference, and looked

for all other press opportunities.

RESULT Traffic at the exhibit was

very strong during the entire trade

show, with sales topping $1 million.The press event was attended by

nearly 80 journalists from trade

magazines, mainstream newspa-

pers, news services and other out-

lets. Coverage, a sampling of which

you see on the following page, was

very good during the show and in

the weeks afterward.

PUBLICRELATIONS



37/54

|

reporter|by Equipment World staff

The Chinese ma-chines are here; whyarent U.S. contrac-

tors buying more of them?The up to 40 percent pricedifferential between thesemachines and established

brands would turn mostbuyers heads, especiallysince quality issues seem tobe diminishing.

The answer lies in con-tinuing, if not universal,aftersales uncertainties; itsall fine to get a great dealon a machine, but if youcant get parts or service in a timely manner, thatvalue can quickly evaporate. This aftermarket discon-nect has prompted two equipment veterans to forma company aimed at calming contractor fears overbuying Chinese-made equipment.

International Construction Products, led by formerSany America president Tim Frank and Wes Lee,previously with Volvo Construction Equipment, hasa basic premise: Chinese manufacturers are offeringgood quality machines, they just dont know howmeet North American support expectations. Ourgoal is to get this thing right, said Tim Frank, inan interview withEquipment Worldon the eve ofConExpo.

These prices always get someones attention, butfrankly, theres been a great disappointment after

that. Now a customer can buy this low cost productwith the confidence of support, Frank said. ICP haspartnered with its first signed manufacturer, Lonking,which offered wheel loaders, excavators, dozers androllers at its ConExpo booth.What American contractors need when considering

Chinese-made equipment is comfort, and lots of it,says ICP. It proposes to ease the way in a number ofways:

Buying:Were going to break the mold on howthese products come to market, Lee says, notingthat while contractors like using dealers, theyve alsogrown more comfortable with buying online. SoICP is giving users a choice: work through an ICPdealer partner, or buy online through IronPlanet.The price will be the same for example, $137,000

for a 4.5-cubic-yard wheelloader whichever routeyou choose. While we ob-viously make more moneywith the direct sale, Franksays, we know we needdealers in the mix to make

this work. Frank expects tohave 20 to 30 retail deal-ers by the end of the year.IronPlanet will be the en-gine that drives our onlinesales, with pricing, war-ranty, financing, etc., on tothe shopping cart and checkout, Lee says. Its like buy-

ing a sweater, only a really expensive, hydraulicallypowered sweater.

Servicing:Buyers can select their local dealer toperform their warranty work. ICPs service dealernetwork soon with more than 350 locations, Franksays will also be available for this work. And ifyouve got an extensive in-house service operation,you may qualify to do your own warranty work.

Technology included:Each machine comes withthree years of free telematics and Bluetooth-enabledhands-free calling.

Cherry picked product:ICP vets each manufac-turer, looking for repeatable quality and consistency.We make sure the product meets the expectations ofthe North American market, Frank says, especiallyin terms of productivity and aftermarket support.

Known componentry:Machines imported by ICPwill have components such as Cummins engines

and Kawasaki pumps widely accepted and servicedin North America, a common tactic for firms wantingentre into the United States.

Western best practices, including a three-year,3,000-hour warranty, 48-hour machine-down partsguarantee, and 100-point inspection on incomingmachines. ICP also has a 30-day money back guar-antee (you pay for hours run and transport), and apayback promise of rental machine costs whereveryou rent it if the parts guarantee isnt met.

We deliver more profit to end users in an immedi-ate way by lowering capital costs on equipment by upto 40 percent; that has a huge impact on their bottomline profit, Frank says. Marcia Gruver Doyle

ICP offers U.S. contractors comfort zone whenbuying deep-discount Chinese machines

Lonking, which recently partnered with ICP,reportedly sold all the machines in its ConExpo

booth the first two days of the show.

ZOOM

Lonking's excavators can now be bought online

New online machine store will slash pricesby up to 45%

First publishedCONEXPO-CON/AGG 2014 Daily News asBuy excavatorsonline, save 45%, says new US business

A brave new business modelwhich promises to deliverChinese construction equipmentwith US-style customer supportand after-sales service to theNorth American market waslaunched at Conexpo onWednesday.

Customers can buy machinesonline at between 30 and 45%less than competitor products,according to new companyInternational ConstructionProducts (IPC) Direct.IPC is the brainchild of Tim Frank, former chairman of Sany America, whohas also worked for Volvo Construction Equipment, CNH Global andCaterpillar. He has worked since October last year to set up the newventure, recruiting industry heavyweights such as CEO Wes Lee and signingup funders, dealers and industry partners.

We built this company to take what is a great product, built by the lowestcost manufacturing entities in history and deliver it in a way that meets thedemands of North America, said Frank.

IPC signed a Deal with Chinese manufacturer Lonking at the end of lastyear and expects to sell 300 of its machines by the end of 2014. Lonking isChinas leading manufacturer of wheeled loaders, producing 50,000 units a

year. Thats almost three times the market size of North America. Theyknow what they are doing, said Frank.

IPC has also signed up pre-approved dealers at 120 locations. We expectto triple that number in the next 30 days, said Frank. The dealers will helpto provide the after-sales service IPD is promising.

To kick off, Lonking will be supplying four models of wheeled excavatorsand three wheeled loaders. Dozers, rollers and forklifts will be added laterin the year. IPC also intends to set up deals with other Chinese or Asiansuppliers, to supply products that Lonking will not manufacture.

To allay potential fears about sourcing parts from China, the Lonkingmachines will contain components from trusted brands, said Frank: Wedecided to meet North American requirements we should put incomponents that North American customers know and appreciate.

A A

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TECH

IndustryVetsTeamUptoBringChineseConstructionEquipmenttoMarket

BY BECKY SCHULTZON MAR 11, 2014

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EQUIPMENT

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comment

Chinese Equipment Manufacturers Making Inroads at CONEXPO03/07/2014

By Jeff Rubenstone in Las Vegas

Looking out over the Silver Lot at the Las VegasConvention Center during CONEXPO 2014, you'dforgiven for assuming it was reserved for China-basheavy equipment manufacturers. Giant crane boombanners for Zoomlion and Sany loom overhead, animposing yellow booth for Lonking sits below, and arobot statue made to look like a transformed Sanyexcavator stood guard near the entrance to the lot.was more than a show of strength from Chineseequipment manufacturers. Lonking announced a dea new company, International Construction Productsell their wheel loaders in America through IronPlaand Zoomlion announced a $20-million crane order

their U.S. distributor.

, ,

I

:

INFRASTRUCTURE BLDGS BIZ MGMT POLICY EQUIPMENT PEOPLE MULTIMEDIA OPINION

EQUIPMENT MATERIALS PRODUCT SNAPSHOT

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PUBLICRELATION




WALLSTREETJOURNAL

NATIONALMEDIA

CHALLENGE Prepare senior staff for

a visit from the manufacturing beat

writer for The Wall Street Journal.

STRATEGY Prepare a 30-page

briefing paper on the writer and his

published stories, along with media

training guidelines for how to act

during an interview. Aggressively re-spond to preparatory requests from

the reporter.

RESULT A high-profile story on

the cover of the WSJs Marketplace

section, paired with an eight-photo

slide show on the papers highly

trafficked web site. Many follow-up

communiques were prepared for

senior executives in China, who were

unprepared for any potentially nega-

tive statements in the article. Wasa good lesson on managing media

inquiries without expecting to control

the tone or content of stories.

I

PEACHTREE CITY, Ga.CaterpillarInc. is strugglingin China, as shown by the U.S.companys recent disclosureof a hefty write-down in thevalue of a Chinese mining-equipment maker it boughtlast year. But a visit to thisAtlanta suburb shows thatChinese construction-equip-ment companies are findingthe U.S. a tricky market too.

When Sany Heavy Indus-try Co. bought 228 acres ofwooded land in an industrialzone here in 2007, almost noone in the U.S. had heard ofthe Chinese company. Withoutwaiting to overcome thatchallenge, Sany built a $60million office building and ad-

joining warehouse.So far, Sany has little to

show for that investment. The

companys U.S. market share re-mains minuscule. Only a fewhundred Sany excavators havebeen sold in the American mar-ket so far, company officials say.On a recent morning here, a fewworkers were puttering aroundon the gleaming concrete floor

in the warehouse; the 18 brightred upholstered chairs lined upneatly in the three-story atriumwere empty.

Even so, Sany officials saythey aim to turn their companyinto the worlds biggest maker ofconstruction equipment, eclips-

ing the current leader, Cater-pillar, and No. 2, KomatsuLtd. of Japan. Caterpillar andKomatsu declined to commenton Sanys ambition.

Sany is No. 6 on the latestranking of the worlds biggestmakers of construction equip-ment compiled by KHL Group,a publisher of constructionmagazines. Sany executivessay they are scouting for ac-quisitions and joint venturesto gain a broader product line,more sales and rental outlets.

The companys U.S.-basedexecutives acknowledge theydont yet need all of the ca-pacity created here; its 60,000square feet of office spaceequates to 700 square feet foreach of the 85 or so employ-ees here. But having such an

Pleaseturn tothenext page

BY JAMESR.HAGERTY

AND COLUMMURPHY

Chinese Machines, U.S. DoubtSany, an Ambitious Competitor, ComesTo Georgia but Buyers Are Still Scarce

Sany equipment

stands guard at

the companys

new complex in

Peachtree, Ga.

Sany is the worlds sixth-largest construction-equipment company.

JeffHerrforTheWallStreetJournal(2)

Caterpillars profit sinks; CEO

defends China deal................ B2

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F I . .

VISIT TO

Joe HannemanDirectorof Marketing

Prprd by

MEDIA BRIEFING PAPER

PUBLICRELATIONS


39/54

WAVEBOXPRCAMPAIGN

PRODUCTLAUNCH

The product was a radical change

for the consumer appliance market

place: a portable microwave that

could be powered for use inside

the vehicle.

CHALLENGE Create extensive

media coverage and consumer

expectation for this new product.

STRATEGY Kick off a media cam-

paign at the International Home

& Housewares Show, followed by

a product launch blitz aimed at

mainstream media and trade media

editors.

RESULT Over its first year, the

WaveBox received incredible media

coverage around the world. Our

major appearances included the

Today show, the Tonight Show with

Jay Leno, HGTV, USA Today and an

impressive list of consumer and

B2B magazines.

Feature articles with photos ap-

peared in dozens of newspapers

across the United States, Canada

and Mexico. Tech blogs and Web-

based news sites also provided

extensive coverage of the launch.


PUBLICRELATIONS


40/54


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42/54

INTERNALCOMMUNICATIONS


PUBLICRELATIONS

THEINSIDER

CHALLENGE Increase employee

knowledge of company happen-

ings and boost feelings of inclusion

among staff at Sany America Inc.

STRATEGY Publish a twice-monthlynewsletter, The Insider, featuring

company hard news, as well as

feature stories, photos and cross-

cultural information.

RESULT We received immediate

positive feedback upon establish-

ment of the newsletter, followed by

regular idea submissions from staff

in Georgia and abroad. Newsletter

publication led to establishment of

an information video kiosk in thelobby of corporate headquarters. The

kiosk included news from The Insid-

er, as well as content that developed

between issues of the publication.



PUBLICRELATIONS


44/54

BOOKLAUNCHPR

BOOKPROMOTION

CHALLENGE Get attention for a new

book in media markets saturated

with product announcements and

other news.

STRATEGY Send copies of the bookto select editors, writers and produc-

ers, then follow up with personal

contact to gauge the interest in

reviews or feature stories.

RESULT Impressive results includ-

ing a front-page story in the Juneau

County Star-Times, an extensive

story in the Sun Prairie Star on a

local author

event, an

in-depthfeature

story in the

Milwaukee

Catholic

Herald, and

an appear-

ance on

EWTN Global Catholic Radios Son

Rise Morning Show.

PUBLICRELATIONS



45/54

Web sites can serve as the primary marketing communication vehicle for a business

or organization, or be ancillary support to other media. My Web work has included

business-to-consumer and business-to-business sites. Ive also created several pro bonosites for nonprofit organizations.


WEBDESIGN


46/54


47/54

WEBDESIGN


CATHOLICCEMETERIES

NONPROFITSITE

The Racine Catholic cemetery association wanted to up-

grade its web site from a few template pages to a custom

design with much more information.

CHALLENGE Build a new site detailing four cemetery loca-tions. No copy or images were provided.

STRATEGY Shoot extensive photo galleries for each cem-

etery; pair them with well researched copy and an elegant

design.

RESULT A great online cemetery resource as attractive as

any found in Wisconsin. All components of the project

design, photography, research, writing and hosting were

done pro bono.


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Photographic images can greatly enhance the written word in brochures and on other printed

collateral. They also stand alone in their power to convey ideas and express emotions. Ive

directed and/or shot tens of thousands of images, from construction projects and architectureto art glass and nature.

PHOTOGRAPHY



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Photo for Polaris Industries shot by

Milwaukee-based photographer Chris

Duzynski. Photo direction by Joe

Hanneman.

PHOTOGRAPHY



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PHOTOS ABOVE DIRECTED AND SHOT BY JOE HANNEMAN.SEE MORE AT http://bit.ly/1BhKdPF

PHOTOGRAPHY



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PHOTOS ABOVE DIRECTED AND SHOT BY JOE HANNEMAN.SEE MORE AT http://bit.ly/1BhKdPF

PHOTOGRAPHY



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PHOTOS ABOVE DIRECTED BY JOE HANNEMAN AND SHOT BY CHRIS DUZYNSKI. SEE MORE AT http://bit.ly/1pvd26k

PHOTOGRAPHY



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2594 LEOPOLD WAY #107SUN PRAIRIE, WISCONSIN 53590262.664.3215

SENIOR DIRECTOR OF MARKETING

INTERNATIONAL CONSTRUCTION PRODUCTS

DIRECTOR OF MARKETING

SANY AMERICA INC.

DIRECTOR AND PRINCIPAL

STRATEGIS ONE LLC/S+ONE PUBLISHING

VICE PRESIDENT

MALCOLM MARKETING COMMUNICATIONS

DIRECTOR OF MARKETING & PUBLICATIONSUNIVERSITY OF WISCONSIN-PARKSIDE

NOVEMBER 2013 TO PRESENT

JULY 2012 TO OCTOBER 2013

JUNE 2004 TO DECEMBER 2011

MARCH 2000 TO JUNE 2004

JULY 1992 TO MARCH 2000

Created the branding and marketing strategy for this first-of-its-kind online market

place for new heavy construction equipment. Startup work included all visual identity

materials: corporate video, e-commerce web site, trade show graphics, machine de-

cals, point-of-purchase materials, presentations, training documents, product bro

chures and more. Managed the public launch of the company with industry trade

media at the largest North American trade show in Las Vegas.

Planned and developed the companys first comprehensive marketing plan, from

media relations, dealer communications and advertising to publications and mer

chandise. Work included trade public relations, product literature, videos, photography

and management of a major NASCAR race-team sponsorship with Tommy Baldwin

Racing. Assumed marketing responsibility for sister company Sany Germany GmbH

helping company officials plan for initial product launches in Europe.

Created effective, high-impact marketing materials for units of Volvo Construction

Equipment in North America, Europe and South Korea. Client work included site pho

tography, PR testimonials, product videos, brochures, presentations, market research

product launches and customer events. I also developed broadcast commercials

web sites and videos for local and regional clients. Wrote, designed and published

a paperback book, The Journey Home: My Fathers Story of Cancer, Faith and LifeChanging Miracles,available on Amazon.com.

Directed a staff of five account managers in developing public relations, advertising

print collateral and other marketing material for clients in construction, health care

banking and other industries. Directed all phases of client field projects: trade media

events, dealer conventions, market research and photo shoots.

Served as chief marketing officer for this 5,000-student campus in the University o

Wisconsin System. Was the architect and director of a comprehensive communica-

tions program that included print collateral, advertising, admissions materials and

market research. Served as editor of the university magazine, Perspective.

Recruiting, hiring and evaluating staff

In-house and client budgeting and forecasting

Direction of major projects and project teams

Building successful relationships at all levels

EXECUTIVE LEADERSHIP

Quantitative and qualitative research

In-depth videotaped customer interviews

Focus groups

Customer prospect development

Industry and market-segment white papers

MARKET RESEARCH

Direction of on-site project teams

Logistics, travel, contractors, internal staff

Coordination from concept to finished product

Media buying for television, radio and outdoor

PROJECT DIRECTION

Hard news reporting, writing and editing

Full-length magazine feature writing

Television, video and audio scripting

Creative copy for ads, brochures, web sites

Author of the 2010 book,The Journey Home

WRITING AND EDITING

Location videography with camera crane

Video production for promos, commercials

Graphic design for print, online and packaging

CREATIVE DIRECTION

Joe Hanneman Portfolio 2014

Documents

Transcript of Joe Hanneman Portfolio 2014