NextGen Strategies | People | Affiliated Consultants in Marketing



				Kuan Sng
				Bill Halldin
			Kuan Sng Associate Consultant and Specialist in Internet Marketing and Direct Marketing, NextGen Strategies. Mr. Sng designs and executes strategies in interactive, on-line media, using tools such as interactive web sites, Internet Advertising, e-mail and other on-line Direct Marketing media, and Database Marketing campaigns. In past capacities as VP and Interactive Strategist at Agency.com, Foote, Cone & Belding and other Advertising Agencies in the online field, Mr. Sng has carried out projects for numerous leading players in Wireline, Wireless, Paging and Broadband. Over the course of his career, Mr. Sng has carried out such projects as:
				Designing strategies and using Database Marketing to enable leading IXC's, LEC's and Wireless Service Providers to target best prospects, enhance customer loyalty, segment the marketplace and maximize the values of portfolios of businesses.
				Designing and implementing a Direct Marketing strategy using e-mail to shepherd leads from awareness through purchase to promote a new broadband service for a leading IXC. This strategy generated click-throughs in the range of 50%, rated as "not typical" and "Very High" by a third-party auditor, an unsubscribe rate of .6% rated as "Low" by that auditor, and a click-through rate for associated products and services of 13%, rated as "High."
				Designing and implementing a strategy and designing web sites to automate Customer Service on the Internet for customers, distributors, service providers and other key clients for a network hardware developer through a set of function-specific interactive web sites. This strategy reduced costs, increased customer satisfaction and loyalty and enhanced the client's competitiveness,
				Developing a strategy and building a statistical model to identify prospects in a target market most likely to buy and generate long-term revenue in order to focus a field sales campaign for a leading CLEC. This strategy generated increased revenues from fewer customers the following year.
			Mr. Sng holds a BS, magna cum laude, in Electrical Engineering and Computer Science and a BS, magna cum laude, in Materials Science and Engineering from the University of California, Berkeley. He also holds an MBA in Marketing from the Yale School of Management.

			Bill Halldin Associate Consultant and Specialist in Public Relations, NextGen Strategies. Mr. Halldin manages Public Relations campaigns for Next Gen Strategies' clients. In this, Mr. Halldin helps clients develop and implement strategies to communicate positions on key issues. In particular, he:
				Advises clients on strategies to communicate positions on key issues,
				Initiates measures and programs to attract media interest,
				Places stories in local, state and national media, with special focus on business and financial press,
				Coordinates media relations,
				Manages crisis communications,
				Prepares press releases, op-ed columns, speeches, summaries of key message points for personal presentations, hypothetical Qs & As for interviews and debates and other materials for clients to communicate positions on key issues,
				Manages investor relations, and
				Functions as spokesman for clients when appropriate.
			Mr. Halldin specializes in handling PR for companies in Telecom and e-Commerce. In this capacity, he has carried out such projects as:
				Managed media relations for several start-ups, helping them to gain national exposure; generated favorable PR and public awareness for new product launches,
				Managed crisis communications for an e-Commerce company reputed to be in financial trouble and unable to deliver its products, and
				Generated favorable industry awareness for the product offering for a B2B e-Commerce company.
			In the past, Mr. Halldin managed Public Relations for Merrill, Lynch & Co., New York, NY, for all legal and regulatory issues and served as the company's spokesperson in those matters. He managed the firm's communications concerning litigation in the Orange County, CA, bankruptcy, the collapse and bailout of Long Term Capital Management, the billion-dollar securities industry settlement over Nasdaq trading practices, and the disaster of September 11, 2001. Prior to this, as Director of Policy & Communication for the Attorney General's Office in the State of Connecticut, Director of Communications for the Groark for Governor Campaign in Connecticut, and Legislative Aide and Press Secretary to the Lieutenant Governor for the State of Connecticut, Mr. Halldin managed critical news stories and handled day-to-day media relations for top State officials, advised them on communications issues and policy, trained them for interviews and debates, and equipped them with speeches, position papers and other tools to communicate their positions. Preparatory for this, as State Capital Bureau Chief for the Tampa Tribune, Tampa, Florida, Mr. Halldin supervised the State Capitol Bureau of a major metropolitan newspaper. Mr. Halldin began his career as Business Reporter for the New Haven Register, New Haven, Connecticut. As a former journalist, Bill understands reporters and how to communicate effectively with them. Further, as an advisor to leaders in business and politics, Mr. Halldin understands how to both disseminate positions, perspectives and background through the media in positive circumstances-- and respond to difficult or negative events in challenging or threatening ones. He has placed favorable stories for his clients in major media outlets including NBC Nightly News, The Today Show, Prime Time Live, Dateline, ABC World News Tonight, CNBC, CNN and PBS. Mr. Halldin is an adjunct Professor of Communications at the California State University, Sacramento. Mr. Halldin holds a BS in Journalism from Northwestern University in Evanston, Illinois, and an MBA from the Yale School of Management. Please contact NextGen Strategies for further information about its expertise in executing Marketing campaigns.