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Laura Ricci’s Resume

Marketing Management Consultant



1984, Master of Business Administration, cum laude, Golden Gate University, San Francisco, California. Named Outstanding Graduate Student.

1978, Attended Drake University Law School, Des Moines, Iowa. Contracts and Property included in legal studies.

1977, Bachelor of Arts, cum laude, Sociology, Social Work and Business, Southern Illinois University, Edwardsville, Illinois.
Member of the Dean’s College. 100% self supporting.
Thesis: Soulard Urban Redevelopment, St. Louis, Missouri: An analysis of one of the first urbanredevelopment projects based on providing incentives to the private sector over subsidies to the public sector. [Top]

Principal, 1Ricci, Milwaukee, Wisconsin 1998 – Present
Strategic Marketing Manager, Radian International LLC, Austin, Texas 1992 –98
Marketing Manager, Nolte and Associates, Sacramento, California 1989 –92
Foundation Director, American River Hospital, Sacramento, California 1988
Newspaper Editor, Sacramento Union, Sacramento, California 1986 –88
Marketing and Sales Director, Laura Ricci & Associates, Sacramento, California 1979 –86 [Top]

Laura wins work.
Where solutions to problems require a creative effort, Ms. Ricci has established a reputation for rigorous application of practical magic. Her approach is thoughtful strategy first, and exquisite execution of tactics second. Working in a variety of industries, she has built a reputation for building teams of scrappy problem-solvers. [Top]


Marketing Implementation

Built a network of marketing support that won over $750 million over 4 years for a $300 million per annum firm. Staff trained in this network consistently win over 85 percent of the targets they seek, up from 43 percent before Laura’s intervention.

Identify new markets for professional services, design award winning marketing programs and successfully capture profitable work.

Federal Funding Forum attracted over 100 attendees (compared with an average of 30 for similar events) for a first time event, on a modest budget, supported by sponsors and nominal staff support.

Seized the opportunity to transform a failing publication. Tripled size, quadrupled profit for The Sacramento Union: “Oldest Daily in the West” and former employer of Samuel Clemens.

Spearheaded corporate outreach project for Opera audience development, reaching 210 “Opera Virgins” and making a profit the first year. [Top]

Management and Finance

Budgeted and administered $3.1 million annual budget.

Forecast $16 million annual sales, administered $800,000 marketing budget.

Built marketing support network servicing 26 offices for international corporation.

Coached seven company branch offices to reorganize, retrain and retool their business systems for marketing and business development.

Endows teams with proactive grasp on Total Quality Management.

Analyzed staff requirements and cash flow of a small business, resulting in significant reduction of overhead.

Organized new nonprofit Foundation, including 501(c)3 IRS approval. Designed fund raising programs. [Top]

Strategy Formulation

Doubled budget request from $14 million to $28 million for Stimulus Funding proposal after reviewing technical proposal and agency requirements. Awarded Sep. 2009.
(“Their invention is critical to the mission of DOE.” said Laura Ricci. “If we could explain this clearly, I felt DOE would organize around funding this project.” and she continued, “The worst case would be the DOE offering a lower amount, but likely more than the “fair share” the client had estimated.” This was a scary proposition since DOE was completely unaware of this ingredient before being briefed by the client a few weeks before the Stimulus package was released, and the RFP didn’t mention ingredients. –ECG Newsletter by Jerry Buonanno.)

Formed a state-wide coalition of Wisconsin colleges to collectively solicit federal funding for a unique program of research and education, attracting nationwide attention.
(“Laura put wheels on a promising program.” Elizabeth Rindskopf Parker, former UW General Counsel)

Advised on strategy for procurement under FARS Oral presentation requirements.

Built strategy for a small company whose market had eroded due to technology advances. By focusing on their new marketplace, revenues immediately increased, and attrition fell by 20 percent.

Analyzes product and formulates market plans. Analyzes capabilities of current staff and designs programs to accommodate corporate culture.

Advisor to the President for corporate development of a small corporation. Member Board of Directors.

Increased newspaper revenues over 40 percent by changing product into a positive vehicle for advertising.

Achieved lowest sales cancellation rate by using demographics and psychographics to match product to buyers, and pampering those buyers.

Quadrupled results of March of Dimes fundraiser by removing impediment of reaching contributors at our, rather than their, convenience.

Formulated vertical marketing program to capture new business, co-opting engineering staff to adopt and implement.

Devised organizational development program to reduce turnover and raise morale.

Created urgent need for services by increasing visibility in the industry and within the community through a series of speeches before industry groups and weekly television appearances.

Designed ads and placed media buys. Since 1995, use the Internet extensively and buy EVERYTHING on the net to track marketing tools as launched.

Lobbied Illinois State Legislature. Planned legislative calendar and strategy.

Enhanced results of audience development and fundraising by designing synergistic programs which emphasize the “fun” of culture. [Top]


Teach Proposal Writing Course, “The Magic of Winning Proposals”.

University of Wisconsin – Milwaukee, Center for Intelligent Maintenance Systems, 2003, “Virtual Management Skills”

San Antonio Chapter of Sales and Marketing Professionals Society (SMPS) 2001, Day long training session: “Beating the Competition.”

Rural Capital Area Workforce Development Board 1999, “Convincing Corporations: The Magic of Marketing”

Austin Technology Incubator (ATI) 1998, “B2B Sales for High Tech Startups”

Identified needs, originated and produced training courses for staff. Over 20 workshops and mini-courses developed and presented including workshops on Writing for Comprehension, Storyboard production, Theme Development, Resume Database – methods and madness and E-mail management.

Trained sales agents in use of computerized sales documents and financial qualifier software.

Trained university personnel and students in an accredited course on Lobbying the Illinois State Legislature. [Top]

Presentation Preparation

Directed Orals presentation for $150 million dollar contract featuring 45 team members presenting to an audience of 8.

Co-directed Orals presentation for $350 million dollar contract featuring a team of 20 people from six firms for a two-hour question and answer session.

Prepared professional staff for interview using staging techniques, group interaction diagnosis, communication exercises and group visualization exercises.

Presentation coaching for individual professional staff using speech/enunciation exercises and Neurolinguistic programming. [Top]

Information Technology

Harness technology where it can be adapted for results. The first time I hired a contractor to build a Shockwave Flash file, Macromedia had never seen their technology used to accomplish a business objective. Users had only coded SWF for art, games and “dancing baloney.”

Today I’m working with Web 2.0 technologies (XML, PHP and MySQL) to see how this might be used to quickly deliver dynamic (database driven) pages to hold user’s on a website.

Designed text-based databases for efficient Boolean search access while maintaining wide-open architecture. Built links between incompatible databases, and reduced user training requirements. Increased data records 50 times and enhanced data depth 300%.

Foresaw future information needs and built the skeleton to accommodate and attract that information in advance of requirements.

Wrote software for use in qualifying sales prospects. Software was designed to be agile enough to instantly qualify prospects for over 40 loan programs with five qualifying standards with greater accuracy than loan officers. [Top]

Recent Public Speaking Engagements

Society for Marketing Professional Services (SMPS), Wisconsin Chapter 2006, “The Magic of Winning Themes”

Association of Proposal Marketing Professionals (APMP), Midwest Chapter 2011, “The Secret to Career Longevity: Buy-in from Management”

Society for Marketing Professional Services (SMPS), Wisconsin Chapter 2005, “Engineered Networking”

iThink Media JAMM 2004 Keynote speaker, “Why Milwaukee”

Center for the Study of Work Teams Conference 2001, “Selecting Virtual Managers: Surprise Stars Lead Virtual Teams”

Austin Chapter Association of Internet Professionals (AIP) 2001, “Virtual Teams and How to Grow Them”

Houston Chapter Association of Proposal Marketing Professionals (APMP) 2000,
“Using Intuition to Build Captivating Themes”

International Purchasing Discussion Group of Austin (IPDG) 2000, “Global Teams: The Good News, The Bad News and The Path To Enlightenment”

Association of Proposal Marketing Professionals (APMP) 2000, Orlando FL “The Magnetism of Themes built with Intuition” ” E-mail Tricks, Tools and Tips for Global Team management” and “Accessing the Corporate Knowledge Community”

Austin Technology Incubator (ATI) 1998, “B2B Sales for Startups”

International Voice Mail Association (IVMA) 1998, “Sales management and proposals for service providers”

Women in Technology International (WITI) 1998, Santa Clara CA ‘The Price We Pay to Join the Club” and “We have Met the Enemy and it is Us”
(“That was a fantastic session, by the way!” – J.Chang)

National Association of Home Builders (NAHB) 1998, Dallas TX “Super Sales Training”

American Animal Hospital Association (AAHA) 1998, Colorado Springs CO “Building and Harnessing Dynamic Teams”

Radio Guest of over 20 talk shows including Jim Blasingame’s show: The Small Business Advocate, on the topics of “Managing Women and Men in the Workplace”, “Coopetition: Alliances and Fusion Marketing”

Guest speaker for over 40 chapter meetings including Kiwanis in 3 states, American Marketing Association (AMA), Institute of Electrical and Electronics Engineers (IEEE), Women in Technology International (WITI),

Optimists, Women Business Entrepreneurs, Women’s Chamber of Commerce, HerDomain, on various topics such as: “12 Views from Women’s Eyes: Managing the New Majority” “4 Steps to closing $114 million in

Sales” “Smooth Selling for Professionals” “Using a Sales Funnel to channel sales” “Currency for the New Millennium, Something You Can Bank On” “Change or Innovation?”

Weekly television appearances on “The Home Show” broadcast in Sacramento CA. [Top]

Advertising and Publications

Publications background includes all print media — newspaper to offset, weekly television and radio, and training in psychological preparation for presentations.

Author of the book, 12 Views from Women’s Eyes: Managing the New Majority.

Designed Home And Real Estate section. Profits quadrupled when marketing plan produced improved readership and advertising.

Designed advertising and public relations campaign for maximum impact.

Published, edited and managed distribution of first hospital Annual Report.

Wrote “Realestatements,” a humorous weekly column designed to encourage home ownership. [Top]


Strategic Selling by Miller Heiman
Winning Proposals by Warren Yerks
Oral Presentations for Best-Value Source Selection by Vernon J. Edwards
Winning at Orals by W.S. Thompson Associates, Inc.

Applied Psychology for Technical Communications by Klaus Christian Hofer
Metaphors by David Gordon
Neurolinguistic Programming Certified Practitioner
Models for Management by Teleometrics International
Performance Through Principles by Interaction Design
Teambuilding courses – eight different courses!


Member, National Council of University Research Administrators, 2002

Member, Company of Friends – Milwaukee and Chicago cells, 2001-present

Executive Committee, Board of Directors, Association of Information Technology Professionals Austin Chapter, 2000

Volunteer Trainer, Herdomain, 2000

Signatory, The Cluetrain Manifesto, 1999

Member, WITI Austin Chapter, 1998
Exhibitor, WITI Austin Convention, 1998
Speaker, WITI Santa Clara Convention, 1998

Sponsor, AIR Austin, 1998

Member, Austin Software Council, 1997

Member, Herdomain, 1996 – present

Volunteer, Laguna Gloria Art Museum, Contemporaries, La Dolce Vita fundraiser, 1994

Representative for Illa Collins, Sacramento County Supervisor, Capitol Corridor Passenger Policy Advisory Committee – 1991 to 1992

Member, Board of Directors, Sacramento Opera Association 1991 to 1993

Executive Committee, Director’s Planning Committee, Budget Committee Event Designer, 1989

Charity event for opening of Sacramento County Jail, hosting 1200 guests.

Member, Sacramento Area Commerce and Trade Organization Development Committee 1987-1988 Second in membership recruitment.

Sponsor, Sacramento on the Go, 1986 Community-wide economic development conference. [Top]


Fast 50 candidate 2003 – Fast Company Magazine for work establishing the Wisconsin CyberSecurity Collaboration.picture of Laura posed for INC. Magazine
INC Magazine 2002 Web Award for Start-up Strategy – One of 15 firms selected nationwide.

Sacramento Advertising Club Merit Award 1991 – Saved $3,500 billable labor with high impact seasonal promotion.

Crystal Award – International Association of Business Communicators
Published, edited and managed distribution of hospital annual report – 1989

Natalie Parrish Award 1987 – Building Industry of Superior California Awarded to a non-industry member who has most helped advance the industry.

Highest Dollar Fundraiser 1987 – March of Dimes Jail and Bail Campaign
Quadrupled average results by creating a pre-sales program.

Advisory Board Member – Sacramento Women in Commercial Real Estate

Salesperson of the Year 1984 – Building Industry Association of Superior California

Highest Dollar Fundraiser 1981 – March of Dimes Walk-a-thon [Top]


Journalists seek Laura out, and she has been quoted in numerous local publications, as well as major publications. Among the major publications are The London Times, The Wall Street Journal, Business Week, INC. Magazine, The Austin American Statesman and the San Francisco Examiner. [Top]

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