LINDA A. WASCHE - President,
LW Marketworks, Inc.

Ms. Wasche founded LW Marketworks, Inc. in 1994. The firm specializes in market positioning and repositioning, strategic communications and customer attraction/retention for small and mid-size service companies.

LW Marketworks helps businesses strengthen competitiveness by understanding the marketplace and delivering value to clients and customers. The firm provides consultation and services to numerous industries including legal and accounting services; banking and financial services; printing; information technology; real estate, building and architecture; healthcare; veterinary medicine; manufacturing; hospitality and sports and recreation.

Companies, firms and organizations rely on Ms. Wasche’s expertise in problem diagnosis, strategic planning, program development and implementation. When increasing competition or shifts in customer expectations and demand create a need for change, she works with clients to define or redefine market position and identity, and build new strength in the marketplace. In all cases, Ms. Wasche’s strategies emphasize maximizing internal resources and conserving marketing budget.

Prior to founding LW Marketworks, Ms. Wasche was vice president of Anthony M. Franco, Inc., now Franco Public Relations Group), a major Midwest marketing communications and public relations firm. There, she co-directed the firm's business development program and established a network of overseas strategic alliances. She was also an assistant professor of Communication Studies at the University of Detroit-Mercy, adjunct faculty member at Wayne State University, and a former magazine editor and community newspaper journalist.

A frequent public speaker and contributor to trade and business publications, Ms. Wasche is the marketing columnist for Veterinary Economics, the highly-regarded business resource for the veterinary industry, and an international correspondent for Best Friends Animal Society, a global leader in animal rescue and welfare. She is also author of the Small Business Guide to Effective Marketing Communication, a guidebook used by small business development centers around the country.

In the community, Ms. Wasche is active as a volunteer consultant for Oakland County Economic Development and MI-SBTDC small business development centers. Her passion for animal rescue led her to co-find the Oakland Pet Fund in Oakland County, Michigan. She is also the founder and volunteer publisher of an electronic pet lover newsletter and runs a fundraising business that promotes responsible pet ownership.

Ms. Wasche has won numerous awards including the Association of Business Communicators Michigan and National Awards of Excellence, Public Relations Society of America East Central District Award of Excellence, International Public Relations Association Gold World Award and Hospitality Sales and Marketing Association International Golden Bell Gold Award.

She holds an MBA from the University of Detroit-Mercy, master's degree in organizational communication from Wayne State University and bachelor of arts in mass communications. She is also a graduate of the Greater Detroit Regional Chamber of Commerce Leadership Detroit program.

Select Speeches/Presentations

• Marketing for Your Small Business, Mich. Small Business Development Centers, Oct. 2008 and April 2009.

• Identifying Opportunities Through Market Research: Practical Ways for Nonprofit Organizations to Gather and access Information, BEST project in conjunction with the C.S. Mott Foundation, Flint, Michigan, May 2006.

• Making Market Research Work for You, Detroit Regional Chamber Annual Small Business Conference,
  2005.

• Market Research, MI-SBTDC, September 2005.

• Target Marketing: Define, Create, Communicate Your Message, Birmingham-Bloomfield Chamber of Commerce LEAP (Leading Entrepreneurs Advocate Progress) program, February 2005

• Building Meaningful Market Presence as a Nonprofit Organization: How to Develop a Strategic Marketing
  and Public Relations Plan, BEST project in conjunction with the C.S. Mott Foundation, Flint, Michigan,
  January 2005

• Creating Customer Value in a Competitive and Changing Marketplace” Eastern Michigan University Small Business Assistance Center, presentation to building contractors, April 2004

• Increasing Community Visibility for KUMON Franchisees—Marketing Communications Principles and Tactics, September 2003

• Building a Competitive Edge – A Customer Value Approach to Financial Services Marketing, continuing education for accounting professionals, Oakland University, July 2003

• Marketing Strategies for Small Business: Create an Organization with a Customer Driven Philosophy That Helps People Serve People, continuing education for professionals, Oakland University, June 2003.

• Feedback -- An Essential Part of Customer Service, SCORE and the Birmingham Merchants Assn, 1997

• Uncrossing Marketing Signals: Sending a Consistent Message to your Customer, Business & Professional Women’s Association, 1996

• Turning Customer Complaints into Marketing Opportunities, Troy Chamber of Commerce, 1996

• A Marketing Model for Networking, Women’s Business Forum, Birmingham Chamber, 1996

• Keynote speaker, Entrepreneurism: The Toughest Boss You’ll Ever Have, Wayne State University, 1996

• Effective Marketing Communications for Small Business, American Association of Small Business Development Centers, National Conference, Lexington, Kentucky, 1993

• Media Interviews: They're Not Brain Surgery, Michigan Hospital Public Relations Association, 1993

• Keynote speaker, Wayne State University Business School Career Conference, 1993

• Effective Marketing Communications for Small Business, Small Business Development Center’s Annual Conference, Marquette, Michigan, 1992

• Agency PR Techniques, International New Business Summit, London, England, 1992.

• Public Relations for Small Business, Oakland County Economic Development, Pontiac, Michigan, 1988 and 1989

• Public Relations Education Michigan Speech Association Fall Conference, 1983

Business/Professional Memberships

• Detroit Regional Chamber, 1995 – 2005

• Inforum (formerly Women's Economic Club), Branding Communications Committee, 2004;

• Chairperson, Publicity Committee, 1993 – 1994; member 1992 – present

• Birmingham-Bloomfield Chamber of Commerce, LEAP (Leading Entrepreneurs Advocate Progress) Committee, 2004 – 2007

• Sales and Marketing Executives, Member, 1995-1997

• American Marketing Association, Member, 1996-1999

• Small Business Council, Troy Chamber of Commerce, Chairperson, 1995-1997

• Oakland County Chamber of Commerce Program Committee, Chairperson, 1994

• Business Enterprise Development Center, Marketing Committee Chairperson and Board Member, 1991-1995

• Public Relations Society of America Board Member, 1989-1991; Member 1982-1994, accredited in 1987

• Detroit-Windsor Japan American Society, Member, 1991-1993

• Public Relations Society of America Chairperson and instructor, Accreditation Program, 1990

Sample Articles/Publications

• “Internet search and rescue,” Veterinary Economics, September 2008

• “Marketing 102: Quick marketing strategies,” Veterinary Economics, August 2008

• “One expert's take on ancillary services,” Veterinary Economics, August 2008

• “Marketing 101: Promoting your veterinary practice,” Veterinary Economics, August 2008

• “Spread the word about your new hospital,” Veterinary Economics, June 2008

• “Case study: Marketing your hospital's name,” Veterinary Economics, June 2008

• “How can I increase traffic to my practice’s web site,” Veterinary Economics, June 2008

• “A 5-step plan for helping shelters and rescue groups,” Veterinary Economics, May 2008

• “4 ways to make your site sticky,” Veterinary Economics, May 2008

• “Weaving the right web,” Veterinary Economics, April 2008

• “Come on in-we're open,” Veterinary Economics, January 2008

• “Make the most of the media,” Veterinary Economics, December 2007

• “Start the presses,” Veterinary Economics, September 2007

• “In the home stretch,” Veterinary Economics, July 2007

• “Promote, attract, retain,” Veterinary Economics, March 2007

• “Quick fixes that boost client satisfaction,” Veterinary Economics, February 2007

• “Marketing objectives,” Veterinary Economics, January 2007

• “Internet ratings gone awry,” Veterinary Economics, November 2006

• “Fruitful marketing promotion, or frivolous flop? ” Veterinary Economics, - September 2006

• Co-author, ““The Rush to Quality – A New Approach to Food Service in 1998,” Michigan
  Restaurateur, February 1998.

• Quoted in the book The Customer is Always Right (McGraw-Hill, 1996)

• “Customer Feedback You Can Chew On,” Michigan Restaurateur, May/June, 1996.
  “Amid the Large Retailers you can find Your Niche,” Crain’s Small Business, June 1996.

• “Create System to come to Grips with Gripes,” Crain’s Small Business, November 1995.

• “Customer Communication is Key in the 90s,” Oakland Progressor, April 1995

• “Customer Relationships Win Over Traditional Marketing,” Oakland Progressor, May 1995
  Author, Small Business Guide to Effective Marketing Communications, 1993. Being used nationally
  Small Business Development Centers

• Co-author, “Public Relations Textbooks: An Omnibus Review,” Communication Education, April 1984

Community Service

• Oakland Pet Fund founding board member and advisory board member, 2003-present

• Fur-e-tails pet lover newsletter, founder and publisher, 2005- present

• Michigan Rabbit Rescue, founding board member, 2001 -2003

• Women’s Business Advisory Team, member and volunteer, 2000-present

• Birmingham Bloomfield Art Center Marketing Committee, board and advisory board member and committee member, advisory board, 1996-present

• Channel 56 “Family Fun Fair,” committee member, 1996-1997

• “Taste of Troy” Benefit for the Boys & Girls Club, Co-Chairperson, Public Relations Committee, 1995

• Michigan Women's Foundation Executive Committee/Annual Fund-raiser, 1990-1994

• Michigan Seatbelt Coalition, Detroit Campaign, Chairperson, Promotion Committee, 1991-1993

• United Community Services, Public Relations Committee, 1989-1991

• Big Brothers/Big Sisters of Southeastern Michigan, Public Relations Committee, 1987-1989