| Michelle Mace-Basha is the Principal of M3B Inc., a Strategic Marketing Consulting Firm in Phoenix, Arizona. She cultivates breakthrough thinking for her clients via great strategy and intimate knowledge of consumer segmentation. She uses a variety of research and facilitation methods to reveal the target audience and provide intimate knowledge of them framed within a firm understanding of the competitive environment. Michelle is the founder of Sticky Branding and co-founder of Brand and The Alchemy of Place, both are strategic branding paradigms for real estate developers and homebuilders. Michelle is a two time ASU Alumni with a Masters Degree in Communication. She is also a graduate of the Center for Creative Leadership. Prior to starting M3B Inc. in 1998, Michelle was employed with Del Webb Corporation for 9 years; she also served in significant capacities with Coopers & Lybrand, Retirement Living Affiliates, and the Public Opinion Research Center at ASU. Michelle is married and has two young boys. She is a founding member of the ASU Foundation‘s Women and Philanthropy Program, is 2nd Vice President of the Arizona Zoological Society, she also proudly serves on a special work group advocating for local performing arts and culture (MPAC) and volunteers at her boys’ school. Summary of Qualifications 1998-Present M3B Inc Established M3B Inc. as an S-Corporation in Arizona to serve a broad base of industries in the area of sales, marketing, and management consulting. Michelle Mace-Basha is the sole consultant on client projects, occasionally a technical, creative or facility partner will be sub-contracted by M3B Inc. to successfully complete project objectives, however, these sub-contractors are always disclosed in advance and often at no mark-up to the client. We design and execute qualitative and quantitative research projects, lead branding workshops with our Sticky Branding methodology, facilitate clients in the selection and implementation of Sales Force Automation systems, and we write marketing and strategic plans. -
Four Seasons Scottsdale at Troon North Pool & Amenity Concepting -
Centex Homes Focus Group Research and Sticky Branding -
Phoenix Suns & Phoenix Mercury Customer Segmentation Studies -
Pointe Hilton Resorts Focus Group Research -
ASU Foundation Scholarship Initiative -
Simula ASD Inc: New Product Research -
T.W. Lewis at Ocotillo Master Planned Community Pre-Opening Strategy -
T.W. Lewis Customer Relationship Management (CRM) -
DMB Inc. Builder Round Tables -
Four Seasons Private Residences Sales Coaching & CRM -
Browne Industries Private Label Marketing Strategies -
Hancock Communities: Active Adult Community Start-up Strategies -
Shea Homes for Active Adults: CRM -
Terri's Consign & Design: Market Research and Sticky Branding 1991-1998 Del Webb Corporation, Phoenix, AZ Director of National Sales Support Directed the vision, priorities and activities of 3 departments and over 300 sales and marketing personnel across the country. Started as Senior Research Analyst. Responsible for designing and analyzing research to assess project feasibility and make customer sensitive recommendations for land and product development Promoted in 1993 to reinvent and manage national database marketing and telemarketing efforts Promoted in 1995 to restructure the 'Vacation Getaway' program in addition to maintaining existing marketing responsibilities Promoted in 1996 to coordinate recruiting, hiring and training efforts for Sales Associates, Broker Relations and Sales Management, in addition to maintaining marketing responsibilities
1984-1991 Summary of Work Worked for Coopers & Lybrand in Phoenix, AZ as a management consultant. I was responsible for developing the active adult retirement consulting practice and the golf consulting practice. Employed by Retirement Living Affiliates in Scottsdale, AZ as their Marketing Research Manager. I was responsible for market feasibility studies, customer satisfaction studies, and marketing application tests. I created a multivariate model of resident and employee satisfaction that was used to refine operational and marketing strategy bi-annually. Worked for the Public Opinion Research Center at ASU. Supervised and managed numerous quantitative and qualitative research projects from methodology design, to fieldwork and completion of reports.
Presentations and Publications -
Sticky Branding Workshops since 9/99 to present -
Tele-etiquette Presentation 8/99 -
Compelling Research Favoring Partnership with Earth's 911; 8/99 -
Lifestyle Choices (Age 55 & Better), ASU Dept. of Gerontology, 5/99 -
Earth's 911: The Most Accepted & Recognized Medium for the Environment: Clean-Up Inc.; 2/99 -
Four Diamond Initiatives; Del Webb Officer Meeting, 1998 -
Del Webb's Critical Sales Path, Management Conference, 1993-1996 -
Dynamics of Golf Presentation, Del Webb Officer Meeting, 1992 -
Women in Golf; Golf Summit, Orlando, FL, 1991 -
Arizona Economic Development Presentation, Investors from the People's Republic of China, 1991 -
"Lifestyle Satisfaction in Retirement Communities"-Thesis 1990 -
A Competitive Strategy for Inertia Dynamics Presentation and Paper-Greyhound Dial Strategic Management Award, ASU 1990
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