BIOGRAPHY
Beth A. LogueBorn 1959 in Jackson Michigan. Grammar school and high school were both completed near Jackson in the small village of Napoleon, Michigan. After one year at Jackson Community College, Beth transferred to Western Michigan University in Kalamazoo, where she graduated in 1985 with a bachelor’s degree in Industrial Marketing and an associate’s degree in Manufacturing Engineering.
The next five years were spent with The Frigidaire Company as a Product Manger where Beth ultimately gained responsibility for over $130 million in annual sales. A two-year market research project was conducted to gain a thorough understanding of the customers for the multiple brands (Frigidaire, White-Westinghouse, Tappan, Kelvinator, and Gibson) manufactured and marketed by the corporation. Unique and distinctive brand awareness, marketing, and advertising campaigns were subsequently developed and implemented for each brand.
The combination of marketing expertise and technical background also proved to be a successful combination at Frigidaire as Beth obtained two patents and worked on numerous product development projects that resulted in “industry firsts.” Specifically, she introduced the electro-mechanical door ajar alarm which resulted in a 10% increase in sales; a new ice maker program that resulted in a first year cost savings of $6 million; and revolutionary base coat/clear coat paints systems on major appliances including the first black refrigerator.
Next it was off to Wisconsin where Beth worked with JI Case, a manufacturer of agricultural and construction equipment. A special team was recruited and assembled to conduct the marketing research to develop a specialized line of tractor to be introduced to the European market. Emphasis was placed on the “family farmer” that traveled each day from his place of residence to his fields located outside the neighborhood community. The tractor would travel at road speeds approaching those of an automobile with many of the same comforts including extra seating for passengers while maintaining the rugged in-field characteristics that were required to perform the farming tasks. The project was “shelved” after nine months of research and preliminary design.
The next stop was Atlanta to join the Snapper Power Equipment team as Director of Marketing and Product Development. A national search was conducted to obtain the combined marketing and technical skills required to develop a long-range strategic marketing plan and champion the plan through the design process. Beth directed new product development and reported all product P&L for $250 million in annual sales. After three years, it was decided that advertising should also be more closely coordinated with the marketing strategic plan. . . Beth was given the added responsibility of $20 million in media placement with creative/operating budget of $4 million.
Additional accomplishments at Snapper include the planning and implementation of a pilot program with Home Depot with first year sales targeted at $4 million; development and execution of complete new brand awareness advertising campaign including national television spots, radio, outdoor boards, literature and both static and interactive point-of-sale displays; and the founding of distributor and dealer councils to assist in research and product development.
After her departure from Snapper, Beth spent seven months as an independent consultant conducting research and developing a marketing strategic plan for THE ARCHITECTURE GROUP (TAG). TAG had a strong desire to diversify its business and specifically, wished to build a client base in the assisted living market. Since that date, in 1995, TAG has completed three assisted living communities, has one in construction, one in design, and client commitments for an additional three communities.
At the conclusion of the consulting work with TAG, Beth accepted an eight month assignment in Virginia Beach with Stihl Incorporated, a privately-held, German-owned manufacturer and distributor of chain saws and landscape power equipment. Beth’s team was responsible for dealer and consumer marketing and advertising plans to support the launch of a new American-made engine that would replace the German manufactured engine in the product produced domestically. Incremental annual revenues were projected to be significant and the acceptance achieved by the distributors, independent dealers, professional loggers, and landscapers was crucial.
Beth moved to Baton Rouge to become a permanent employee of TAG in September of 1996 and became a partner in the firm in 1998 when one of the founding principals left TAG to retire in Florida. Beth’s marketing experience combined with Ed’s design talent means that TAG can offer clients much more than traditional architectural services. Beth has assisted many clients with the development of a strategic marketing plan, customer demographic studies, focus groups, advertising, and point-of-purchase graphics. It is through this thorough understanding of the client’s business that the design team at TAG is better able to deliver a built environment that supports the client’s goals and business objectives.