Executive Communications: Featured Projects
Strategic Communications
Writer of a business book authored by an executive
Collaborate with an executive for more than three years on a book inspired by his experiences working in and leading a unique organization for nearly 50 years.
This book – “The Spirit of Opportunity: How Free Enterprise Lets Entrepreneurs at Winsupply Earn Their Own Success” – is not a history of the organization.
Rather, it is the story of “why and how our fundamentals work and came to be, why and how they help hundreds of entrepreneurs succeed, and why and how we need to protect and defend what makes our organization unique and different.”
The creation of this book was informed in large part by:
- Three years of speeches, written for both internal and external audiences on the executive’s behalf, which became the foundation for thought leadership
- Diligent efforts to clarify, streamline and expand upon the organization’s legacy messages: a philosophy, business model and five key principles
- The organization’s history
- Historical, online and library research
- Current events and rapidly changing trends
- Dozens of one-on-one interviews with the executive
- Interviews and coordination with numerous subject matter experts, legal counsel and reviewers both inside and outside the organization
- Notes and rough drafts of key concepts and partial narratives composed by the executive
Completing this book also required:
- Project management, scheduling and ongoing communication
- Organization, management and tracking of all research, interview notes and background materials (text, photos, videos)
- Tracking and compilation of chapter endnotes
- Team management of two graphic designers, a copy editor and a commercial printer
FROM THE ACKNOWLEDGMENTS PAGE OF ‘THE SPIRIT OF OPPORTUNITY’ BOOK
Finally, I want to thank Teresa Zumwald for bringing her interviewing, writing and editing skills; her phenomenal ability to organize; and her patience with what were often disorganized ramblings during our many meetings over the past several years. She always fired back the necessary targeted questions to get to the heart of all of the stories and facts. Writing a book is a very long process, and she has stuck with me through the good and bad of it all! I could not have completed it without her creativity, encouragement and attention to every detail. Thank you for your very hard work and persistence, especially during these last several months before the final deadline.
There have been many times over the past few years that certain research, facts and stories seemed to fall in place quite serendipitously – another dot would suddenly connect itself – like everything was being guided by an unexpected, external force.
Teresa Zumwald and I both believe that (our co-founders) somehow had a hand in helping.
We’ll let you be the judge of that.
RICK SCHWARTZ
Winsupply
“Great work on the book! I’ve done my fair share of reading about business and entrepreneurship, and this really stands out.”
ZACH CARRUTHERS
HCap Search
‘A new sense of place’ storytelling
Tell the story of an organization – and its people – by telling the story of its buildings.
The grand opening of the Richard W. Schwartz Center for Innovation in 2022 marked the fourth building on the Winsupply Support Services campus. This occasion was the perfect opportunity to reflect on the organization’s new sense of place and include this story in the step-by-step instruction booklet for building a keepsake Lego model of all four buildings on campus.
This project included:
- Project management and coordination with executives at Winsupply and the Lego model builder Brixilated
- Research and review of historical records on the construction and acquisition of buildings on campus
- Interviews with longtime employees involved in planning, design, construction and acquisition of the buildings
- Creative concept development: a theme and a frame to guide storytelling (“united in approach, bonded by a shared cause to build entrepreneurs”)
- Writing and editing of copy and headlines for 21 page spreads plus 20 “did you know?” callouts and quotes
- Image research and image selections; coordination of new photography needed
- Proofs and reviews of the story and images in design and layout
The story revealed insights about the evolution of not only the buildings on campus but also the people, as noted by Winsupply Chairman of the Board Rick Schwartz in his opening letter, “A new sense of place,” which sets the stage for the story:
“As I look around campus today, I see far beyond the bricks and mortar, much more than concrete and steel. I see the physical symbol of who we’ve become: one team of people, united in approach, bonded by our shared cause to build entrepreneurs.
“But over the years, it wasn’t always this way.
“Today as we celebrate our new sense of place, it is my hope that this keepsake model – and the story here – give you a deeper appreciation for our remarkable evolution.”
“I think it is a great history of our work ‘homes’ over the years.”
JOHN MCKENZIE
Winsupply
Comprehensive case for support for a hospital
Research and write a 63-page case for support for a six-year, $60 million comprehensive campaign with three priorities:
- Behavioral health
- Health equity
- Care transformation (consumer access, total experience, care innovation)
This project included:
- Project management and coordination with hospital foundation executives
- Research and review of extensive background documents on all three priorities
- Interview preparation, in-depth interviews and follow-ups with eight physicians and medical professionals
- Notes and outline development
- Additional research based on interviews conducted
- Writing and editing of three case drafts plus the executive summary for review and approval by hospital foundation executives and all sources interviewed
“Reading the case for support and it is soooo good!!”
CHIEF DEVELOPMENT OFFICER
A hospital foundation
“I also heard back from (the doctor) and wanted to pass on this particular comment: ‘This is a truly amazing document.’ And ‘I love the equity section.’ GREAT WORK!!!”
SENIOR PHILANTHROPY OFFICER
A hospital foundation
Storytelling for a Certified Business Guide
Collaborate with an executive to:
- Tell his career journey story as the successful owner of a third-generation family business
- Develop custom messaging to promote his unique approach as a Certified Business Guide driven to serve other entrepreneurs who are feeling stressed, unsettled and mired in chaos and want to grow as leaders and business owners
This project included:
- Research and review of background documents
- Interview preparation and in-depth interviews with the executive to explore creative concepts, the details behind his story, his target audience/decision factors, his
approach/appeal to gain clients and his brand messaging - Interviews with other executives who have worked with this entrepreneur; writing and editing of three testimonial quotes
- Development of the creative direction
- Writing and editing of his career journey story and custom messaging for sharing on a website
“Thanks for all the help, Teresa! I have enjoyed my experience as well. This will not be the last you hear from me. I will be reaching out when the next project arises with Peak 10.
ERIC DETMER
Peak 10 Strategies, LLC
Business planning manual for HVACR business owners
Lead a team of HVACR experts from Winsupply and Johnson Controls to plan, write and edit a technical, 246-page, step-by-step “Success Book” in 15 months.
This rich guide was created to help business owners in HVACR develop and execute a winning business plan.
The Success Book, complemented by dozens of online resources and templates, included the following chapters:
- About this Book
- Chapter 1: Gut Check
- Chapter 2: Strategic Analysis
- Chapter 3: Marketing
- Chapter 4: Operations
- Chapter 5: Personnel
- Chapter 6: Finances
- Chapter 7: Sales
- Chapter 8: Appendix
“Feedback was outstanding on our live event covering chapters 1–3. Monte said ‘home run.’ The team wanted to express their gratitude and appreciation for your leadership in the development.”
HVAC INDUSTRY BUSINESS DEVELOPMENT
Winsupply
“Teresa – big thank you for helping us put this together. We presented chapters 1, 2 and 3 to 20-some local companies this week, and it was a big success. Thank you.”
REGIONAL SALES MANAGER
Johnson Controls
Capital campaign case for support for an educational institution
Facilitate five in-depth Q&A sessions with a diverse team of executives to collect the “past, present and future” story needed to build a solid case for support for an ambitious, multimillion-dollar capital campaign, the largest in the organization’s history.
Write and deliver the 20-page case for support needed to guide the conversation during face-to-face meetings with partners and major donors.
Prospectus and case statement for a hospital
Conduct extensive background research and interview top executives from eight hospital departments to outline and write a four-page prospectus and 28-page case statement for a $25 million capital campaign.
This case for support drove all other collateral developed for the campaign, which ultimately exceeded the goal and raised more than $27 million.
Corporate overview binder for an association
Partner with several writers to conceive, write and edit a binder full of content for a Better Business Bureau Eclipse Integrity Award submission covering these topics:
- Management practices
- Customer and shareholder relations
- Marketing and sales
- Reputation
- Other business topics
This comprehensive submittal won in the category of 1–10 employees.
“Thank you, thank you, thank you!
“And your comments for the … report … STELLAR!”
EXECUTIVE
North American company in the automotive industry with 65,000+ employees
“Wow, Teresa. I cannot believe you were able to capture my story in such a smart way. It’s pretty humbling to read. Thank you.”
JOHN MCKENZIE
Winsupply
“It is my story; however, it is crafted by Teresa. When I say that, I mean I trust your judgment. The quotes are fine by me. Excitement is in the air!”
ERIC DETMER
Peak 10 Strategies, LLC
“Love the ending, by the way … great tie back to the beginning for the close. One last thing: You did a great job of un-politicizing this, which I couldn’t have done.”
A CHAIRMAN OF THE BOARD
“Excellent job! Great interview. Spot on. I wouldn’t change a thing. He told me he really enjoyed working with you!”
RICK SCHWARTZ
Winsupply
“Teresa has done a wonderful job of writing, organizing and rationalizing our rapidly evolving thoughts as well as all of our previous drafts and their most numerous notes.”
JOSEPH BENSON
Benson Brand Strategy
Talking Points
Topic: Heritage month events
FOR A NORTH AMERICAN COMPANY IN THE AUTOMOTIVE INDUSTRY WITH 65,000+ EMPLOYEES
PROJECT EXAMPLE 1: Draft seven sets of talking points, one for each heritage month employee event held throughout the year, summarizing:
- The common thread that emerged from each event
- Primary and secondary takeaways
- The overarching takeaway that ties to the organization’s strategy
Then draft one final set of talking points summarizing takeaways for the year plus the common thread that emerged for all events that year.
PROJECT EXAMPLE 2: Convert a comprehensive program strategy into succinct, logical, incremental talking points for the CEO and an executive to use with internal and external audiences.
Topic: Economic development support
FOR A SMALL BUSINESS OWNER
- Draft seven potential questions and provide talking points as responses to help an executive prepare for an on-camera interview needed for a video promoting economic development support in a municipality.
Topic: Free enterprise
FOR A BOARD CHAIR
- Draft talking points to help an executive prepare for an in-person interview with a reporter for a national foundation publication.
Topic: Corporate culture
FOR THE C-SUITE
- Conduct in-depth interviews with three executives to draft messaging for a thought leadership document with 14 phrases and one-paragraph summaries that define the corporate culture.
Topic: Working relationships among partners in the wholesaling industry
FOR AN ADVISORY COUNCIL OF INDEPENDENT MANUFACTURERS’ REPRESENTATIVE AGENCIES WORKING WITH LOCAL WHOLESALERS
Collect data during eight roundtable discussions at a daylong industry advisory council meeting to identify ways to improve the working relationships between these rep agencies and wholesalers. For each of the eight topics:
- Define the key issue/question
- Explain the situation with details
- Offer shared recommendations based on the roundtable discussions
Then compile conclusions in a final report ready for presentation to the advisory council.
ON TALKING POINTS FOR A HERITAGE MONTH EMPLOYEE EVENT
“I was just reviewing V3. You did a great job tying it all together! Thank you for the hard work on this.”
SENIOR MANAGER
North American company in the automotive industry with 65,000+ employees
Opinion Pieces & Statements
Topic: Entrepreneurship
- Interview an executive on a trending business topic, conduct research, take a position, make a case and craft a newspaper opinion piece with three recommendations for boosting a longtime American institution currently experiencing stagnant growth.
Topic: Advocacy
- Make a case in an opinion piece, based on bullet points provided by a thought leader, that calls for individuals to stand up for a longtime national membership organization struggling in the aftermath of a scandal and subsequent bankruptcy.
Topic: Support of minority businesses
- Write an editorial on behalf of a foundation executive announcing that a three-year pilot program – now proven – will be transitioned and integrated into the fabric of a longtime business organization in the community.
WRITTEN TRIBUTE TO AN INDIVIDUAL FOR HIS IMPACT ON AN ORGANIZATION. THIS BRONZE PLAQUE WAS PERMANENTLY INSTALLED IN A BUILDING NAMED IN HIS HONOR.
Topic: Annual report letters from two executives; employee communications
FOR A NORTH AMERICAN COMPANY IN THE AUTOMOTIVE INDUSTRY WITH 65,000+ EMPLOYEES
- Conduct research, interview an executive and write two summary statements (one for her and another for her CEO); acknowledge progress made in executing the organization’s strategy; link messaging in both statements; finalize statements for insertion in the organization’s annual report.
- Write educational and inspirational one-page messages to encourage employees to get engaged in events and activities sponsored by the company for heritage months celebrating Martin Luther King Jr. Day, Black History Month, Women’s History Month, Asian/Pacific American Heritage Month, Juneteenth, Pride Month and Hispanic Heritage Month.
Topic: Persuasion
- Interview an executive looking to attract and speak with like-minded family-owned businesses that may want to consider a private equity business partner; then write a letter to compel these business owners to set up a 15-minute meeting to learn more about the opportunity.
- Work with a regional executive to draft a persuasive statement convincing hand-selected participants to register, attend, participate in and graduate from an inaugural management academy: a nine-month program to help them launch or grow the HVAC side of their business.
Topic: Corporate values
- Help a global investment organization craft a letter reintroducing its longtime guiding principles to the CEOs of companies it owns worldwide.
Topic: Career achievements
- Write a strong letter of support, with stories and supporting evidence, for an executive nominated for a national award (this executive ultimately won the award).
Topic: Ownership change
- Partner with a chairman of the board and his financial adviser to write a highly sensitive statement – directed to key managers – announcing a change in shareholder status for two global organizations. The letter shared how this change came about, what’s changing and what it means for key managers.
Topic: Change management
- Work with a company president and chief operating officer to help with change management by drafting a statement outlining a new direct sales and service process for technical customers. The letter described three specific changes – and how they would be implemented in the field – to provide better customer service.
“This looks amazing! I love what you’ve created from our interview! Thank you, Teresa, for capturing the heart of what I do.”
ROBIN BRUN
Robin Brun Consulting, LLC
ON KEY TAKEAWAY MESSAGES FOR HERITAGE MONTH EMPLOYEE EVENTS:
“Nailed it!!!
“They were a hit!”
EXECUTIVE
North American company in the automotive industry with 65,000+ employees
“Thank you so much for your help. You are amazing at taking our thoughts and communicating them in a clear and concise way.”
STEVE COEN
Winsupply
“Many thanks for your excellent draft letter for the key managers. Everyone is very happy with the text, so no changes are needed. I suggest we don’t have the call today as your text is already perfect!”
FORMER CHAIRMAN OF THE BOARD
Two global manufacturing companies based in Europe
“Reading your column in the Sunday paper … congratulations on a really well-done piece that so effectively articulates everything you have espoused throughout your entire career.”
ATTORNEY
Comment on an op-ed piece ghostwritten for a client
“Thanks, Teresa! I knew it would be a good idea for you to help give some structure to their message! You’re the greatest!!”
AMY HAYDE
Cabconnect, Inc.
Ghostwriting
Bios, essays and stories
- Interview three executive coaches to write three bio stories for the organization’s website. See bio stories for Lois Elrich, Steve Elrich and Robin Brun.
- Write thought leadership essays for a board chair for publication in the company’s quarterly magazine for employees.
- Interview business owners to write two stories or two executive messages per quarter designed to recruit new entrepreneurs to the organization; deploy as emails to two targeted lists.
- Draft an executive director’s welcome letter for a conference program for women business owners.
Booklet summarizing an organization’s fundamentals
Convert a town hall speech on an organization’s fundamentals into a professionally designed and printed 20-page booklet with images and graphics for internal distribution to all employees at the company.
>>> “Read “The Keys to Our Collective Success”
Annual articles from women leaders in the wholesaling industry
Interview executives from partner companies to write columns for an industry trade publication.
>>> Read “Joint planning can boost sales in 2019” in Supply House Times.
>>> Read “How to get the most from industry events” in Supply House Times.
>>> Read “7 leadership lessons women can learn from First Supply’s Katie Poehling Seymour” in Supply House Times
>>> Read “Apply 3 rules from Judith Honesty to ace your next crucial conversation” in Supply House Times
“Thank you for making these so effective. I’ve already received one phone call from today’s mailing.”
STEVE COEN
Winsupply
“I love how it is all coming together. You made me think and get clear. It has been a pleasure working with you.”
LOIS ELRICH
Real Change Business Coaching
Blog Posts & LinkedIn Articles
Conduct two deep-dive interviews with a subject matter expert in communications technology consulting. Develop a list of potential blog post topics and angles, ready for buildout, organized into several categories:
- Mistakes and priorities
- Industry-related topics
- Vendor/client relationships
- Auditing
- Customer service
- Employees
- Services and spend
- Problem solving
- Growth and telecom
- Policy/process
Interview an executive coach and write a sample blog post – “Business Coaching Breakthroughs: Why You Need to Stay Curious” – as a model so she could relaunch her blog.
“I read your ‘5 burning questions’ article … you capture in just a few lines a huge lot of experience on your side and extremely useful information on your reader’s side.”
ISABELLE GAUDEUL-EHRHART
Former speechwriter to the European Commission President Ursula von der Leyen and owner of the rhetoric website logospathosethos.eu
“Thank you for putting this together!
“I love the way it reads and flows.”
STEVE ELRICH
Solid Blend Water Management Solutions
“I’m so grateful for all your support to get us to EXACTLY the point this potential client has complimented us on:
“‘Your materials are excellent … I congratulate you on achieving such a content-rich and accessible presentation on your website and the attached materials!’
“Thanks!”
LAURIE HALL
New Horizon Strategies
“Again, you were spot on with what the message should be: ‘Wake up!’ (Nice parallel with the dust storm!)”
MANAGING DIRECTOR
Global manufacturing company based in Europe
“Looks great.
“You captured the message perfectly.
“Thank you.”
JOHN SIMMONS
Winsupply
“I have arranged a management meeting in October to discuss your excellent document. I will keep you posted!”
FORMER CHAIRMAN OF THE BOARD
Two global manufacturing companies based in Europe