Dennis Morabito Email & Phone Number

Pittsburgh, Pa

Developed and implemented marketing communications plans which contributed to record-setting sales and thought leadership position in the automated patient flow market. Company revenue has grown approximately 25 percent annually in since 2005. Developed strategic plan to reposition TeleTracking in light of market changes resulting from passage of American Recovery and Reinvestment Act (ARRA). Successfully launched new software platform and new consulting division for patient flow process redesign. Created new sales platforms for existing products, which expands marketing opportunities. Directed redesign of website and wrote content reflecting changes in company direction. Developed concepts and copy for all print advertising, e-blasts, direct mail, brochures, and trade show display promotions.

Long and short term contracted strategic marketing and communications assignments for various clients, including: Carnegie Mellon University: Developed overarching positioning strategy for University’s billion dollar capital campaign and experiential roll-out events for Trustees, university community, key corporate donors, and influential alumni groups in major U.S. markets. Edgar Snyder Law Firm: Developed plan to elevate reputation of law firm and partners in preparation for eventual succession, including regional TV advertising.Mylan Laboratories: Consultant for investor relations activities, including positioning Mylan in the evolving generic pharmaceutical market via IR presentations, annual reports, etc. Butler Health System:Branded and launched numerous product lines and services which succeeded in convincing local consumers they could receive specialty care at home which matched the quality of urban medical centers. Campaigns produced enough volume to help keep this health system independent in an era of record hospital consolidation.

Created and/or directed communications required in the merger of the West Penn and Allegheny General Hospital Networks, which formed the second largest health system in western Pennsylvania. Conceived, wrote and produced all advertising to launch the system to consumers. Independent marketing surveys showed that the new system attained consumer preference over much larger UPMC health system in a majority of survey categories, including “best doctors,” “best nurses,” “best technology,” “best heart care,” “best neurosurgery,””best orthopedics.”Directed development and wrote all content for a comprehensive consumer-oriented system web site which generating an average of 70K visits and two thousand leads per month. Oversaw in-house advertising/PR agency Conceived, wrote, produced all television, radio and print advertising and oversaw media placement.Vice President, Advertising, 1995-2001Allegheny Health, Education & Research Foundation Responsible for brand development of statewide health system. Attained and maintained “consumer preference” over larger UPMC system in the Pittsburgh market, as documented by independent consumer surveys conducted on behalf of major healthcare insurer. Attained high awareness and acceptance of the Allegheny brand in Philadelphia within six months of expanding system into that fourth- ranked national media market. Successfully launched the first woman’s hospital in Philadelphia. Developed several award winning media campaigns which resulted in significant increases in patient census throughout the system.

SRVP /Creative Director (1986-1995) VP/Creative Supervisor ( 1983-1986)Account Executive (1981- 1983) Clients included Rockwell International, Mellon Bank, McDonald’s Corp., Duquesne Light Co., Phillip Morris, Union Carbide, Ford Motor Co. & Westinghouse.Career path moved from public relations account management, to advertising copywriter, creative supervisor and senior creative executive for then-largest ad/pr company in the world. This provided a unique perspective on the benefits of integrated communications. Experience included consumer packaged goods, business-to-business, corporate and financial marketing communications.Convinced doctors and nurses to tell patients McDonald’s lean menu was nutritious and low in calories via integrated advertising, PR, educational campaign.Won critical rate increase for Duquesne Light Co. via consumer-focused ad campaign which tied the future economic well-being of Pittsburgh and surrounding counties to the financial health of the area’s then-largest supplier of electric power.Helped Philip Morris salvage its stock price as smoking bans took hold nationwide by promoting its broad portfolio of holdings, including Kraft Foods and Miller Brewing.Took Tri-State Ford Dealers from worst performing sales group in the country to best in the Northeast in one year on strength of advertising and PR campaign which positioned Fords as perfectly engineered for area roadways and driving conditions.Raised fledgling space commercialization company Astrotech from penny stock to over-the-counter superstar with integrated media blitz which promoted CEO Willard Rockwell’s strategy to buy the NASA shuttle fleet built by his former company, Rockwell International.Awards –Clio, Tellys, Addys, DESIs, PRSA, International Radio Festival, CREATIVITY,COMMUNICATIONS ARTS.

Conceived and developed key communications and events for Duquesne’s record –breaking Sesquicentennial Capital Campaign, including media relations, radio and television advertising, celebrity appearances, etc. Won several CASE awards for fund-raising collateral which presented a unique perspective on the donor benefits of philanthropy. Transformed Duquesne Alumni Magazine into provocative thought piece which showcased university professors speaking out on issues of the day. Hosted monthly television program on Duquesne University’s involvement with urban issues, featuring academics with hands-on experience with those issues.Wrote student recruitment catalogs which touted Duquesne’s plans for future development. Served as liaison between University Relations and Athletics Departments; Counseled university president and vice presidents on consumer perceptions and media communications decisions for varsity athletics.

Established first sports information office at CMU. Greatly expanded media coverage for all Tartan sports. Promotional efforts helped football and basketball programs attain NCAA Top Ten rankings. Defensive line coach on Tartans’ first PAC champion football squad. Coached NCAA Div. III “Top Ten” defense in 1977 and 1978.

Wrote nationally distributed sports column. Covered all major professional and college sports teams in PA, WVA and directed additional sports coverage in seven-state region.

B.A., Literature

Activities and Societies: Varsity Intercollegiate Football (Captain), Student Senate, Student Newspaper.

Education record