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Building competitive advantages in the pet care market.

• Veterinary medicine

• Pet-related services

• Cause marketing

Linda Wasche is president of LW Marketworks which she founded in 1994. The firm helps veterinary practices and pet-related services strengthen their competitiveness by understanding the marketplace and delivering value to clients and customers. Ms. Wasche works with general veterinary practices, specialty veterinary centers, emergency hospitals, animal rehabilitation and pet-related service providers and retailers.

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

Ms. Wasche draws from 30 years of experience providing marketing counsel and services in numerous industries and sectors. Prior to working in veterinary medicine and pet-related services, Ms. Wasche gained extensive experience in healthcare working with community hospitals and numerous medical specialty centers focusing on pain management, neurology, rehabilitation, geriatrics and hospice. She has also worked in various sectors including legal and accounting services, banking and finance, printing and information technology, architecture and real estate, and manufacturing and hospitality.

Prior to founding LW Marketworks, Ms. Wasche was a vice president with one of the Midwest’s largest communications and public relations firms where she led an account team winning numerous business and marketing awards. She developed a special expertise in business crisis management, co-directed business development efforts and established a network of international strategic alliances.

Prior to this, Ms. Wasche played a leadership role in building a start-up communications and public relations firm in suburban Detroit. She is also a former assistant professor with University of Detroit-Mercy, where she headed the university's advertising and public relations curriculum, and former adjunct professor at Wayne State University in Detroit. Ms. Wasche also developed a curriculum for teaching communication skills to hospital nursing staffs.

A frequent speaker and contributor to trade and business publications, Ms. Wasche has written for Veterinary Economics, Firstline, DVM 360 and a variety of business publications. She is a member of the American Animal Hospital Association, American Marketing Association and is on the Membership Committee of Vet Partners, a group of diverse experts serving the veterinary industry.

In her community, Ms. Wasche has been a volunteer consultant and speaker for her county economic development office and Michigan small business development centers. She also developed a satellite pet adoption program for her local county animal shelter and runs a feral cat program.

Ms. Wasche holds an MBA in marketing from University of Detroit-Mercy, masters in organizational communication and rhetoric and bachelors in journalism from Wayne State University in Detroit.

In her spare time, Ms. Wasche is a certified scuba diver and golfer who loves the outdoors, travel, antiques, wine tasting, cooking and reading psychological thrillers. She lives with seven cats and four house rabbits.

• Source for “Emotions build loyalty,” Trends magazine, Sept. 2011.
• Primary source for "Prop Up Your Sagging Middle," Trends magazine, Nov./Dec. 2010

• “Ramp up your Referrals,” Veterinary Economics, June 2009.

• “Weave a sticky web (site that is),” Firstline, February 2009.

• “Spread the word about your practice,” Veterinary Economics, January 2009

• “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

• Demonstrate instead of tell to strengthen market perceptions, AVMA 2011, St. Louis.

• Listen before you market: understand clients’ needs and hot buttons, AVMA 2011, St. Louis.

• Old marketing fundamentals still apply in the Twitter and Tweet world, AVMA 2011, St. Louis.

• Adding value: how to make your practice valuable to clients, AVMA 2011, St. Louis.

• Cultivating your niche: segment your clients for better target marketing, AVMA 2011, St. Louis.

• 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 Learning Centers 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.

• American Animal Hospital Association, member 2010-present

• American Marketing Association, 1996–99; rejoined 2010 - present

• Vet Partners Public Relations Committee, 2009–present

• Inforum (formerly Women’s Economic Club), Branding Communications Committee, 2004–05;
  Chairperson, Publicity Committee, 1993–94; member 1992–present

• Detroit Regional Chamber, 1995–05

• Birmingham-Bloomfield Chamber of Commerce, LEAP (Leading Entrepreneurs Advocate Progress) Committee, 2004–07

• Small Business Council, Troy Chamber of Commerce, Chairperson, 1995-97

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

• Business Enterprise Development Center, Marketing Committee Chairperson/ Board Member, 1991-95

• Public Relations Society of America Board Member, 1989-91; Member 1982-94, accredited in 1987

• Detroit-Windsor Japan American Society, 1991-93

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

• Oakland Pet Fund (now Michigan Pet Fund Alliance) founding board member and advisory board member, 2003-present

• Women’s Business Advisory Team, member and volunteer consultant, 2000-04

• 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, 1996-97

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

• Michigan Women’s Foundation Executive Committee/Annual Fund-raiser, 1990-94

• Michigan Seatbelt Coalition, Detroit Campaign, Chairperson, Promotion Committee, 1991-93

• United Community Services, Public Relations Committee, 1989-91

• Big Brothers/Big Sisters of Southeastern Michigan, Public Relations Committee, 1987-89