Upload
joe-hanneman
View
216
Download
0
Embed Size (px)
Citation preview
8/11/2019 Joe Hanneman Portfolio 2014
1/54
PROFESSIONALPORTFOLIO
COMMUNICATION STRATEGY MARKETING JOURNALISM
RESEARCH VIDEO AUDIO PHOTOGRAPHY TRADE SHOWS
MEDIA RELATIONS SCRIPT WRITING TESTIMONIALS
WEB DESIGN ADVERTISING EVENT MANAGEMENT COPYWRITING
8/11/2019 Joe Hanneman Portfolio 2014
2/54
8/11/2019 Joe Hanneman Portfolio 2014
3/54
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
8/11/2019 Joe Hanneman Portfolio 2014
4/54
8/11/2019 Joe Hanneman Portfolio 2014
5/54
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.
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
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.
8/11/2019 Joe Hanneman Portfolio 2014
7/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
8/54
8/11/2019 Joe Hanneman Portfolio 2014
9/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
10/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
11/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
12/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
13/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
14/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
15/54
8/11/2019 Joe Hanneman Portfolio 2014
16/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
VIDEO
8/11/2019 Joe Hanneman Portfolio 2014
17/54
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.
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
GRAPHICDESIGN
8/11/2019 Joe Hanneman Portfolio 2014
18/54
8/11/2019 Joe Hanneman Portfolio 2014
19/54
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..
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
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.
8/11/2019 Joe Hanneman Portfolio 2014
20/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
21/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
22/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
23/54PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
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
8/11/2019 Joe Hanneman Portfolio 2014
24/54PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
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
8/11/2019 Joe Hanneman Portfolio 2014
25/54
8/11/2019 Joe Hanneman Portfolio 2014
26/54PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
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
8/11/2019 Joe Hanneman Portfolio 2014
27/54PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
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.
8/11/2019 Joe Hanneman Portfolio 2014
28/54
8/11/2019 Joe Hanneman Portfolio 2014
29/54PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
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.
8/11/2019 Joe Hanneman Portfolio 2014
30/54
Articulated Haulers, Scrapers
and the Future of Earthmoving
IRONINTELLIGENCEBRIEFING
AN
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
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
16 S T R A T E G I S O N E L L C
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
33/54
KEYACCOUNTSPROSPECTSTUDY
S T R A T E G I S O N E L L C 69
IRONINTELLIGENCECOMPANYREPORT IRONINTELLIGENCECOMPANYREPORT
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
68 S T R A T E G I S O N E L L C
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
IRONINTELLIGENCECOMPANYREPORT IRONINTELLIGENCECOMPANYREPORT
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
78 S T R A T E G I S O N E L L C
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
34/54
8/11/2019 Joe Hanneman Portfolio 2014
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
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
e d
with
giant
ut it
l with , to
t, ith
, ,
I
:
TECH
IndustryVetsTeamUptoBringChineseConstructionEquipmenttoMarket
BY BECKY SCHULTZON MAR 11, 2014
i i i i
i i i i
i i i
l i l l i i i
i l ill i
i l i l
i i i l
i i i
l i i
i
i i i l i i
i i ll i i
i l i l l l i
i l i i i l i ii i
i i i l i ll i
EQUIPMENT
ril
i
i i
i
il
l
i
share: more print email
Text size
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
i i i i
i i i i
i i i
l i l l i i i
i l ill i
i l i l
i i i l
i i i
l i i
i
i i i l i i
i i ll i i
i l i l l l i
i l i i i l i i
i i
ril
i
i i l
i
il
l
i i
PUBLICRELATION
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
38/54PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
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
I
i ll lil . li i
i l ll i . i l ii , i i i i i i
i i i i . l . li . l , ll i i
. .
l | |
F I . .
VISIT TO
Joe HannemanDirectorof Marketing
Prprd by
MEDIA BRIEFING PAPER
PUBLICRELATIONS
8/11/2019 Joe Hanneman Portfolio 2014
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.
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
PUBLICRELATIONS
8/11/2019 Joe Hanneman Portfolio 2014
40/54
8/11/2019 Joe Hanneman Portfolio 2014
41/54
8/11/2019 Joe Hanneman Portfolio 2014
42/54
INTERNALCOMMUNICATIONS
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
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.
8/11/2019 Joe Hanneman Portfolio 2014
43/54PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
PUBLICRELATIONS
8/11/2019 Joe Hanneman Portfolio 2014
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
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.
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
WEBDESIGN
8/11/2019 Joe Hanneman Portfolio 2014
46/54
8/11/2019 Joe Hanneman Portfolio 2014
47/54
WEBDESIGN
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
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.
8/11/2019 Joe Hanneman Portfolio 2014
48/54PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
49/54
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
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
50/54
Photo for Polaris Industries shot by
Milwaukee-based photographer Chris
Duzynski. Photo direction by Joe
Hanneman.
PHOTOGRAPHY
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
51/54
PHOTOS ABOVE DIRECTED AND SHOT BY JOE HANNEMAN.SEE MORE AT http://bit.ly/1BhKdPF
PHOTOGRAPHY
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
52/54
PHOTOS ABOVE DIRECTED AND SHOT BY JOE HANNEMAN.SEE MORE AT http://bit.ly/1BhKdPF
PHOTOGRAPHY
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
53/54
PHOTOS ABOVE DIRECTED BY JOE HANNEMAN AND SHOT BY CHRIS DUZYNSKI. SEE MORE AT http://bit.ly/1pvd26k
PHOTOGRAPHY
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
8/11/2019 Joe Hanneman Portfolio 2014
54/54
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