Companies should emulate rock stars to turn customers into fans

By JEFF GRABMEIER, Research Communications

Most companies spend a lot of time and energy trying to find and keep customers. But what they really should be doing, according to Roger Blackwell, is creating fans.

America's staid, button-down companies need to be following the path of the Rolling Stones, Aerosmith and Madonna, said Blackwell, a professor of marketing at Ohio State's Fisher College of Business.

These rock stars and others like them have developed a loyal fan base who go beyond being just customers of music, concerts and apparel. These fans are passionate advocates of their favorite musical acts.

Companies can develop the same kind of devotion to their brands, Blackwell said.

He explains how in his new book, co-authored with Tina Stephan, called Brands That Rock: What Business Leaders Can Learn from the World of Rock and Roll. (John Wiley & Sons, 2003).

"I think most companies have a great deal of difficulty turning customers into fans, and that's why they will benefit from examining what musicians have done. It's not easy," Blackwell said.

But the rewards are enormous. Blackwell said that when companies turn customers into fans, they gain loyal followers who help spread the word -- they become an unpaid marketing staff who evangelize to others.

"In today's hyper-competitive environment, the most effective marketing strategy is to have your own fans evangelizing to others to become customers and eventually fans," Blackwell explained.

You can see the fans of Abercrombie and Fitch evangelizing by wearing clothing with the company logo, he said. Instead of paying people to advertise, Abercrombie, like other companies such as Nike, have their fans doing the advertising for them.

The key is to build passion for the brand, he said.

"Companies have to take concepts like passion and ask what they mean in a business setting," Blackwell said. "Everybody understands feeling passion for a favorite band. But how do you develop passion for a product?"

Blackwell said that for companies to develop passion for their brands, they have to use some very business-like strategies, such as using Customer Relationship Management (CRM) software that helps track customers' needs. Successful brands are committed to serving customers, finding ways to meet their customers' needs and building a lasting relationship.

The goal for both bands and brands is to develop a strong emotional connection with their fans, according to Blackwell. It may seem strange, but customers can build emotional attachments to the most unlikely of products -- such as cheese.

"Velveeta is a brand of cheese that has very loyal fans. It doesn't appeal to everybody, but those who like it buy it over and over again," he said. In fact, Blackwell said Velveeta is similar to a rock star who may be looked down upon by some observers but who has a very dedicated and loyal fan base, like Neil Diamond.

"Neil Diamond is the Velveeta cheese of the world of rock and roll," Blackwell said. "Like Velveeta, he has capitalized on his place in American culture, reaping the financial rewards of doing something well and sticking with it."

Building an emotional connection between a company and its customers begins with the CEO, he said. CEOs who spend all their time in the office won't be very effective. They need to spend time with their fans -- something that Sam Walton, the founder of Wal-Mart, did to perfection.

In the book, Blackwell compares the success of Walton to that of the rock band Kiss. Both used simple, effective strategies to relate to their middle-America fans. Walton, like Kiss, spent time getting to know fans and was dedicated to serving them.

When you understand your fans like Kiss and Walton did, you know what appeals to them and you concentrate your efforts on those fans. "Not everyone is a fan of any particular band, and that's OK," Blackwell said. "And not everyone is going to be a fan of Wal-Mart. That's market segmentation and knowing who your core fans are. You have to make sure you target your efforts to the right people."

One of the themes Blackwell emphasizes is that bands and brands don't have to be the best in their category to be successful. They have to be good -- but they don't have to be the best. What is important is to have a good product that makes a connection with customers that turns them into fans. Many of the most famous and loved rock bands aren't known as musical innovators -- they just create a better connection with their fans. The same is true of brands.

"A great product without personality is never going to be a success," Blackwell said. "That's just as big a mistake as having excellent marketing and a poor product."

Company executives can learn from successful musical stars that being a success means being relevant to the culture, Blackwell said.

"The process of building brands or bands is to understand the culture you're appealing to and make sure your brand is relevant and reflects that culture. That's how you turn customers into fans," he said.

College of Dentistry awarded funds to address smokeless tobacco use

The Ohio Tobacco Use Prevention and Control Foundation (TUPCF) awarded on Dec. 15 $500,000 in grants to three organizations to research, prevent and reduce the use of smokeless tobacco in Ohio. Grantees include Ohio State's College of Dentistry and the Research Triangle Institute (RTI), Research Triangle Park, N.C., and Case Western Reserve University School of Dentistry, Cleveland.

"Smokeless tobacco is an underestimated and misunderstood killer of Ohioans," said Mike Renner, TUPCF executive director. "With the award of these grants, Ohio has a historic opportunity to better assess the impact of this product on our citizens, and, more importantly, prevent youth from starting to use the product and help adults quit."

With a grant exceeding $32,000, nationally-renowned tobacco use research firm RTI will work with TUPCF to provide smokeless tobacco product use data analysis and interpretation over a three-month period.

Ohio State's College of Dentistry was awarded more than $227,000 to conduct an adult cessation pilot project designed to compare two smokeless tobacco cessation interventions to determine their effectiveness among Ohio Appalachian adults in Washington, Hocking, Morgan and Vinton counties.

Finally, Case Western's School of Dentistry will implement a more than $239,000, one-year smokeless tobacco youth prevention pilot project, including both in-school and summer programming, in Athens and contiguous counties. The project will determine the effectiveness of these programs in increasing knowledge, changing attitudes and beliefs, and strengthening the intention of middle school students in this area not to use smokeless tobacco products.

Adult use of smokeless tobacco, also called spit, chew, dip and other names, is twice as prevalent in Ohio's 29 Appalachian counties (6.6 percent) compared to other parts of the state (2.8 percent), according to data from the Ohio Department of Health (ODH). While data is limited regarding the prevalence and nature of smokeless tobacco use in Ohio, it does tend to victimize males and youth disproportionately. In fact, 11.8 percent of Ohio male high school students reported use of smokeless tobacco in the past 30 days in a 2002 ODH study.

Smokeless tobacco use increases the risk of oral cancers and heart disease, and recent research has shown that addiction to smokeless tobacco may be harder to break than smoking because of the higher concentrations of nicotine ingested.

TUPCF was created by the Ohio General Assembly in 2000 and is funded with money secured from the national Master Settlement Agreement (MSA) between tobacco companies and 46 states. TUPCF is charged with reducing tobacco use among Ohioans, with an emphasis on youth, minority and regional populations, pregnant women and others who may be disproportionately affected by the use of tobacco. Following Centers for Disease Control and Prevention (CDC) Best Practices, TUPCF programs range from the distribution of community grants to "stand," Ohio's tobacco use counter-marketing campaign. For more information on TUPCF and its programs, go to www.standohio.org or visit TUPCF's youth Web site at www.standonline.org.

Faculty and staff honored for service to the university

President Karen Holbrook and Associate Vice President for Human Resources Larry Lewellen hosted a recognition program Dec. 9 to honor faculty and staff who have completed 25, 30, 35, 40 or 45 years of regular Ohio State service during the 2003 calendar year. The honored guests were:

50 years

A. John Christoforidis, Radiology.

45 years

Gerald M. Gregorek, Aerospace Engineering and Aviation; Robert L. Hamlin, Veterinary Biosciences; G. Don Roberts, Printing Services; Johnny R. Royal, Chemistry; and Janice D. Walker, WOSU.

40 years

William E. Bach, Physical Facilities; Guerino Carano, Athletics; Robert S. Dixon, CIO and Ohio Supercomputer Center; Timothy W. Kahrl, Ohio State Mansfield, English; Leo A. Paquette, Chemistry; and John E. Powell, Obstetrics and Gynecology.

35 years

Linda K. Alvarado, Medical Center; Shirley R. Blank, Medical Center; Lawrence A. Brown, Geography; Paul F. Buerger, Supercomputer Center; Reinhart F. Butter, Industrial, Interior, and Visual Communication Design; David L. Clark, Biomedical Informatics; Morris G. Cline, Plant Biology; Kathryn S. Cochran, Human Resources; Howard M. Dyke, Physics; Charles A. Ebner, Physics; Alan Escovitz, CIO; Joy A. Fischer, FAES; Henry H. Glover, Mathematics; Robert Gold, Mathematics; Ruth E. Grant, Medical Center;

Andre R. Green, Medical Center; Elizabeth L. Gross, Biochemistry; Betty J. Hagwood, Medical Center; Trudy M. Hayden, Medical Center; Joyce L. Heft, Development; Donald R. Houser, Mechanical Engineering; Sylvia E. Joab, Medical Center; Mari R. Jones, Psychology; Michael J. Keating, Ophthalmology; Katherine A. Kisker, Nursing; Martha A. Knight, Medical Center; Karl Kornacker, Biological Sciences; Jayne A. Kramer, Dentistry; Raymond W. Lang, Molecular Virology, Immunology and Medical Genetics; Stanley K. Laughlin Jr., Law;

Martin Lubow, Ophthalmology; Sven B. Lundstedt, Public Policy and Management; Margie M. Maxwell, Veterinary Biosciences; Laverne Miles, Medical Center; Sandra L. Moore-Brown, Medical Center; John E. Morgan, Medical Center; Patrick B. Mullen, English; Sandra M. Mullet, Medical Center; Janet Osterstock, Medical Center; Mary A. Pharis, Student Affairs; Russell M. Pitzer, Chemistry; Douglas M. Post, Family Medicine; Dorothy L. Reight, Medical Center; John P. Schoessler, Optometry;

Roy A. Scott III, Biochemistry; Stephen A. Sebo, Electrical Engineering; Kenneth D. Simeral, Ohio State Extension; R. Vladimir Steffel, Ohio State Marion, History; Larry G. Stone, Veterinary Biosciences; Sandra D. Sturman, Ohio State Newark; James A. Visconti, Pharmacy and Medical Center; Bonnie R. Warrens, Medical Center; Stacy Weislogel, Engineering; Charles G.S. Williams, French and Italian; Eva M. Williams, Medical Center; Roger N. Williams, OARDC; Carolyn L. Wycuff, Teaching and Learning; Christian K. Zacher, English; and Gerd M. Ziermaier, Information Technology.

30 years

Kaleen D. Adelsberger, Medical Center; Betty A. Affeldt, Athletics; Alan L. Albertus, Information Technology; Susan J. Alden, Medical Center; Gary A. Anderson, ATI; Constancia V. Ashley, Optometry; Gordon J. Aubrecht II, Ohio State Marion, Physics; Kathleen Ballard, Medical Center; Beverly J. Barone, Medical Center; Ralph C. Bates, PAES; Lawrence A. Baum, Political Science; William H. Bay, Internal Medicine; Keith W. Bedford, Civil and Environmental Engineering and Geodetic Science;

Gary G. Berntson, Psychology; Nitia M. Bettinger, Medical Center; Shelly A. Biggs, Medical Center; Donald L. Bissell, WOSU; James R. Bode, Ohio State Lima, Philosophy; Norman K. Booth, Architecture; Michael L. Borger, ATI; John M. Botkin, Medical Center; Thomas L. Bowman, ATI; Amelia A. Boye, Human and Community Resource Development; Jacqueline C. Bresnahan, Neuroscience; Melanie S. Brodnik, Allied Medical Professions; James D. Brown, Athletics; Linda C. Bryant, Geography;

Emma M. Cannaday, Medical Center; Teresa L Cardwell, Medical Center; Susan S. Carr, Medical Center; Mildred L. Casey, OARDC; Guido Ciotola, Physical Facilities; Norma J. Clanin, Medical Center; Pamela S. Clark, Purchasing; Charles S. Colvin, Medical Center; Susan W. Crusey, Ohio State Extension; John J. Curry III, Physiology and Cell Biology; Sandra L Daly, Public Health; Vickie L. Damron, Medical Center; James O. Daugherty, Student Affairs; James C. Davis, Registrar; Jerilynn M. Davis, Medical Center;

Judith A. Davis, Information Technology; Rose M. Davis, Medical Center; Ayres G.J.E. D'Costa, Educational Policy and Leadership; Fred J. Deel, Ohio State Extension; Ronald E. Deem, Physical Facilities; Joseph Denney, Medical Center; JoAnn Donohue, Speech and Hearing Science; Janice E. Drake, Internal Medicine; Zelda L. Dunn, Medical Center; Steven G. Esh, Medical Center; Robert R. Fausnaugh, Medical Center; Mary J. Fellers, Medical Center; R. Craig Fendrick, FAES; William F. Finney III, Allied Medical Professions;

Joyce A. Ford, Minority Affairs; Woodbridge A. Foster, Entomology; Joan Franklin, Medical Center; Lawrence L. Gabel, Family Medicine; Susan E. Gabel, Educational Policy and Leadership; Barbara K. Garrison, Medical Center; Margaret L. Gregory, Medical Center; Elva R. Griffith, University Libraries; Thomas C. Grubb Jr. , Evolution, Ecology, and Organismal Biology; Elizabeth A. Gump, Medical Center; John Hampton Jr., Physical Facilities; David O. Hansen, FAES; John D. Harder, Evolution, Ecology, and Organismal Biology;

Deborah A. Helber, Medical Center; Nancy L. Helmick, University Libraries; Doris I. Herringshaw, Ohio State Extension; Richard A. Hollingsworth, Student Affairs; Joann E. Homan, Internal Medicine; David E. Horstman, University Architect and Physical Planning; Stephanie B. Hudson, Pathology; Hazel A. Hunkerford, Medical Center; Joan M. Hutchins, Medical Center; Richard J. Jagacinski, Psychology; Nancy L. Jarrett, Medical Center; Sandra E. Johnson, Purchasing; David E. Kehl, Medical Center;

Melanie S. Kennedy, Pathology; Adrianna L. Kenworthy, Medical Center; Muriel N. King, Human and Community Resource Development; Barbara A. Knapp, Medical Center;

Dennis C. Koehl, Athletics; Katalin I. Koranyi, Pediatrics; Joseph J. Kowalski, Veterninary Clinical Sciences; Robert S. Kunovich, Dentistry; Donald R. Larson, Spanish and Portuguese; Karen L. Lawson, University Libraries; David A. Lemaster, Physical Facilities; Louis M. Lombardi, Medical Center; John A. Lozier, OARDC;

William J. Lucas, Research Foundation; Glen L. Lundgren, Medical Center; Richard L. Marshall, Medical Center; Howard P. Marvel, Economics; Mary C. McConnell, Physical Facilities; Gladys M. McCullough, Physical Facilities; Fumiko N. Mehl, Medical Center; Jerrel C. Meitzler, OARDC; Richard L. Metz, Information Technology; Harold J. Moellering, Geography; Anne M. Morganstern, History of Art; James Morganstern, History of Art; David L. Morrison, WOSU; Thomas O. Mouser, Printing Services;

Linda K. Mulligan, Ohio State Marion, Sociology; Lawrence H. Newcomb, FAES; Carolyn M. Norton, Public Policy and Management; Carol A. Orr, Medical Center; Peter W. Pappas, Academic Affairs; Stephen F. Pariser, Psychiatry; L. Alayne Parson, Academic Affairs and Mathematics; Donald Z. Partlow, University Airport; Prabhakar H. Pathak, Electrical Engineering; Joan E. Patton, Medicine and Public Health; Donald F. Perkins, Information Technology; Marjorie J. Perkins, Information Technology;

Joyce E. Peters, Student Affairs; David Phillips, Student Affairs; Kenneth E. Phillips, Medical Center; Stephen S. Pinsky, Physics; Bruce K. Polenz, Medical Center; Barbara J. Preston, Athletics; Linda S. Price, Teaching and Learning; Douglas E. Pride, Geological Sciences; Jeffrey M. Reutter, Center for Lake Erie Area Research and Stone Laboratory; Cleta V. Richey, Public Safety; John M. Riddles, Medical Center; Charles L. Root, Animal Sciences; Ronald L. Rowan, Physical Facilities; Nancy A. Rudd, Consumer and Textile Sciences; Michael L. Salzgaber, Medical Center;

David H. Samples, Ohio State Extension; Nancy M. Sams, Ohio State Extension; Randall L. Scholl, Plant Biology; Michael J. Sciarini, Food, Agricultural, and Biological Engineering; Thomas E. Sefchick, Physical Facilities; Carol A. Sheets, Center for Human Resource Research; Jacquelyn J. Shepherd, Physical Facilities; Jessica L. Siegman, Molecular Genetics; Leslie J. Simon, Art Education; John D. Slates, Ohio State Extension; Stephen A. Snapp, Athletics; Gail F. Snewin, Surgery; Marilyn C. Solomon, Medical Center;

Mark E. Springer, Allied Medical Professions; Mac A. Stewart, Minority Affairs; Stephen J. Summerhill, Spanish and Portuguese; Douglas W. Teske, Pediatrics; Carole E. Tuckerman, Dentistry; Sarah M. Twitty, African-American and African Studies; John A. Ulmer, Ohio State Extension; Nina L. Vanderkamp, Medical Center; Eleanor A. VanGils, Information Technology; Von Reid Vargas, University Relations; Janice L. Varga-Spangler, Internal Medicine; Charles K. Ventola, University Airport;

Burkhard B. Von Rabenau, Architecture; Robert E. Warnock Jr., Ohio State Extension; Brice J. Westfall, Athletics; Donald A. Westfall, OARDC; Nila J. Whitfield, Development; E. Earl Whitlatch Jr., Civil and Environmental Engineering and Geodetic Science; Connie L Williams, Human Resources; Joann E. Wise, Medicine and Public Health; John D. Wise, Physical Facilities; Joanne M. Wisemiller, FAES; Martha A. Wolfe, Physical Medicine and Rehabilitation; Donald E. Wright, Student Affairs; J. Steve Yoakum, Physical Facilities; John P. Zimmer, Speech and Hearing Science; and Bruce S. Zwilling, Microbiology.

25 years

David R. Abbott, Physical Facilities; Hussein M Abou-Issa, Surgery; Patrick W. Adams, Medical Center; Shirley Algoe, Medical Center; Carmen Alvarez-Breckenridge, Student Affairs; Willis F. Amweg Jr., University Police; Kenneth J. Andrien, History; William D. Angel, Ohio State Lima, Political Science; Charles M. Atkinson, Music; Sharolyn A. Back, Engineering; Mary H. Bailey, Chemistry; Delbert R. Baker, OARDC; Lisa A. Baldwin, Physical Facilities; Donna J. Barger, Physics; L. Sue Barker, Responsible Research Practices; Robert L. Barnett, Student Affairs;

Dianna K. Barrett, Social Work; Anthony T. Basil, Continuing Education; Monica R. Beatty, Dentistry; Patricia S. Belt, Medical Center; Marialice R. Bennett, Pharmacy; Mary L. Bennett, Medical Center; John L. Bertsch,

OARDC; Alan D. Beyerchen, History; Dorothy A. Black, Information Technology; Michael J. Boldizsar, Physical Facilities; Francesco Bonfini, Physical Facilities; Lori E. Boomershine, Industrial, Welding, and Systems Engineering; Sarah A. Bourne, Obstetrics and Gynecology;

Richard N. Boyd, Physics; Loraine L. Brannon, Moritz Law; Sharon L. Breckenridge, Graduate School; Wendy L. Brenot, University Development; Bruce R. Briggs, Medical Center;

Richard A. Brown, University Libraries; Janis R. Browning, Recreational Sports; James W. Bruney, Medical Center; Robert E. Burnkrant, Marketing and Logistics; Richard W. Burry, Neuroscience; Dorothy M. Butler, Student Affairs; Rebecca E. Butterfield, Medical Center; Gerald L. Cable, Pharmacy; Don C. Calhoun, Medical Center;

Albert J. Cepec Jr., University Airport; Sandra L. Clark, Information Technology; Edwin R. Clay, WOSU; Edward E. Coates, University Laboratory Animal Resources; Kenneth D. Cochran, OARDC; Gary L. Coffing, ATI; Karen M. Cole, Ohio State Extension; Kathryn L. Collins, Ohio State Extension; Mary C. Conlon, Medical Center; Thomas J. Conrad, Social and Behavioral Sciences; Marilyn S. Cook, Music; Pamela S. Cook, Medical Center; Nancy S. Cooper, WOSU; Patricia J. Coulson, Civil and Environmental Engineering and Geodetic Science;

Charles A. Coutellier, Student Affairs; Cynthia L. Cox, Medical Center; Kathryn J. Cox, Ohio State Extension; Jacquelin A. Craig, African-American and African Studies; John M. Crawford, Sociology; Dianne M. Crocetti, Dentistry; Rebecca J. Cropper,Ohio State Extension; Larry D. Daniels, Medical Center; Elizabeth A. Davis, Recreational Sports;

Mona Davis, Athletics; Terry E. Davis,Physical Facilities; Henry C. DeBerry Jr., Medical Center; Maureen H. Donovan, University Libraries; Cynthia C. Downer, Ohio State Newark; Catherine J. Drake, Evolution, Ecology, and Organismal Biology; David A. Dumond, Medical Center; Susan K. Dupont, Obstetrics and Gynecology; Jeannette T. Durkalski, Natural Resources; Denise C. Dutton, Human Resources; Donald J. Eckert, Natural Resources; Nanci R. Edgington, Stores; Kenneth A. Edmond, Physical Facilities; Delilah K. Elliott, Food, Agricultural, and Biological Engineering; Kathleen A. Erle, Veterinary Hospital; Robert H. Essenhigh, Mechanical Engineering;

Nicola S. Eyre, Ohio State Extension; Margaret E. Faber, Athletics; Sally Ann Falk, Medical Center; Liang-Shih Fan, Chemical Engineering; Cherie L. Fausnaugh, Veterinary Hospital; Gregory K. Ferrell, ATI; Catherine S. Fiasconi, Medical Center; Joyce E. Fittro, Ohio State Extension; Thomas C. Fletcher, Computer and Information Science; Ronald A. Forrest, Physical Facilities; Robert A. Frank, Mechanical Engineering; Evelyn B. Freeman, Ohio State Mansfield and Teaching and Learning;

Judith A. Fulkerson, Medical Center; Richard C. Funt, Horticulture and Crop Science; Mark C. Gallagher, Student Affairs; Loren V. Geistfeld, Consumer and Textile Sciences; Kevin R. Givler, Fisher Business; M. Ronald Glaser, Molecular Virology, Immunology and Medical Genetics and Behavioral Medical Research Institute; Michael L. Glaze, Physical Facilities; Diane C. Gochnour; Internal Medicine; Paul D. Golden, Ohio State Extension; Linda S. Goldfarb, Minority Affairs; Margie A. Graham, Information Technology;

Phillip L. Graham, Physical Facilities; J. Ronald Green, History of Art; Lynn A. Greentree, Human Ecology; Jeffrey R. Groff, OARDC; Thomas W. Grogan Jr., WOSU; Roy T. Gustavson II, Physical Facilities; Michael G. Haddix, OARDC; Reinhard Hagenhofer, Medical Center; Karen N. Hale, Responsible Research Practices; Raddar L. Hall, Medical Center; Cynthia D. Hammond, Internal Medicine; David J. Hart, Chemistry; Karen M. Hartker, Medicine and Public Health; Jacqueline B. Hastings, Medical Center; Karen S. Havreberg, Medical Center;

Mark E. Headings, ATI; Randall B. Heiligmann, Natural Resources; Kathy M. Henderson, Human Resources; Edward E. Herderick, Biomedical Engineering; John L. Heywood, Natural Resources; Janet H. Hickman, Teaching and Learning; James S. Hill, Music; James T. Hill, Ohio State Extension; Sylvania Hill, Medical Center; Michael L. Hodge, Physical Facilities; Thomas L. Hohenberger, Medical Center; Earle M. Holland, University Relations;

H. Jeanette Holland, University Libraries; Diane M. Holmes, Student Affairs; Roger G. Hopewell, Physical Facilities; Mary A. Hrabley, Electrical Engineering; Nancy A. Huber, Medical Center; Ralph D. Hudson, Health Sciences; Betsy J. Hughes, Medical Center; Arnold R. Hunter,

Civil and Environmental Engineering and Geodetic Science; Louis A. Jacobs, Moritz Law; Randall E. James, Ohio State Extension; Tracy L. Janosik, Obstetrics and Gynecology; Robert M. Jaynes, Dentistry; Linda L. Jenkins, Medical Center;

Barbara J. Jenne, Veterinary Hospital; Scott D. Jewell, Pathology; Charles R. Johnson Jr., Transportation and Parking Services; Betty J. Johnson, Dentistry; Douglas R. Johnson, University Mail Services; Shirley A. Johnson, Physical Facilities; Barbara J. Jones, Student Affairs; Douglas N. Jones, Public Policy and Management; Kenneth H. Jones, Biomedical Informatics; Tamara L. Jones, Spanish and Portuguese; Susan L. Josephs, Fisher Business; James N. Karcher, OARDC; Sheila S. Keener, ATI;

Frederick A. Keer III, Physical Facilities; Ann S. Kelly, Medical Center; Keith B. Keplinger, Radiology; Janice K. Kiecolt-Glaser, Psychiatry; Keith M. Kilty, Social Work; Mary J. King, Veterinary Hospital; Richard T. King, Student Affairs; Gary L. Kinzel, Mechanical Engineering; Karen A. Kitts, Physics; Martha M. Klepper, OARDC; Monica M. Kmetz-Gonzalez, Horticulture and Crop Science; Sally A. Kobee, Medical Center; Cheryl L. Kulmala, Davis Heart and Lung Research Institute; Raymond J. Kuno, Physical Facilities;

Kimberly A. Lascola, Medical Center; Calvin E. Lee Sr., Physical Facilities; Regina C. Lentz, Center for Human Resource Research; Pamela L. Leong, Ohio State Extension; Peggy A. Lewis, OARDC; Jeffrey P. Lohrer, Medical Center; Bonnie M. Long, Transportation and Parking Services; Christine A. Long, Veterinary Medicine; Larry A. Magliocca, Physical Activity and Educational Services; Cynthia L. Maher, Food, Agricultural, and Environmental Sciences; Howard J. Marcum, Ohio State Newark, Mathematics;

Susan K. Maslyk, WOSU; David A. McCartney, OARDC; Christine M. McCloskey, OARDC; Beverly A. McClure, Dentistry; Linda M. McCoy, Medical Center; Lisa S. McCurdy, Business Operations; Brian W. McEnnis, Ohio State Marion, Mathematics; Patrick C. McKenry, Human Development and Family Science; Burdge P. McLean Jr., Medical Center; Jane M. McMaster, University Libraries; Connie S. Meade, Medical Center; Mark W. Mechling, Ohio State Extension; Cheryl A. Medley, Student Financial Aid;

James E. Meeks, Moritz Law; Barbara J. Mekoleske, OARDC; Alicia S. Miller, Medical Center; Barbara J. Miller, Undergraduate Admissions and First Year Experience; Carol A. Miller, University Relations; Georgia E. Miller, OARDC; Kathy M. Miller, Medical Center; Lucinda B. Miller, Ohio State Extension; Phyllis Z. Miller, Undergraduate Admissions and First Year Experience; Steven L. Miller, Teaching and Learning; Susan G. Miller, Medical Center; Glenn W. Milligan, Management Sciences;

Linda A. Mills, Medical Center; Jay M. Mirtallo, Medical Center; Carroll E. Mobley Jr., Materials Science and Engineering; Arnold L. Mokma, ATI; Judith A. Moody, Medical Center; Stephen G. Moon, Allied Medical Professions; Toni A. Morrison-Smith, University Libraries; Grant Morrow III, Pediatrics; Gene E. Mumy, Economics; Patricia J. Napper, Medical Center; Glen R. Needham, Entomology; Deborah J. Nelson, Medical Center; Paul Nevai, Mathematics; Brady A. Newton, Receiving; Jo A. Nicol, Medical Center; Sue E. O'Connor, Obstetrics and Gynecology; John W. Orwig, Information Technology;

Richard W. O'Shaughnessy, Obstetrics and Gynecology; Kenneth R. O'Stroske, Ohio State Research Foundation; Hilario L. Pangalangan, Athletics; Vincent L. Panzano, Athletics; Regina L. Partee, Ohio State Extension; Dev S. Pathak, Health Sciences and Public Health; Bruce R. Patton, Physics; Dennis G. Payne, Receiving; David J. Pence, University Mail Services; Ronald W. Penn, Medical Center; Walter J. Perry, OARDC;

Theodore J. Pezzatta, Physical Facilities; Brian A. Pickrell, Stores; Joseph J. Pilotta, Journalism and Communication; Matthew S. Platz, Chemistry; Ramona I. Powell, Plant Pathology; Richard F. Powell, Physical Facilities; Jadine C. Preston, Student Health Services; Gregory M. Proctor, Music; Pamela A. Pugh, Veterinary Hospital; Stephen J. Rallis, Mathematics; Melissa A. Ramey, Student Financial Aid; Diane L. Rano, Center for Mapping; Harrison M. Ray, Physical Facilities;

Janet I. Ray, Physical Activity and Educational Service; Shermaine R. Ray, Medical Center; Nancy K. Recker, Ohio State Extension; John A. Reed, Medical Center; Joan S. Rehner, Family Medicine; William D. Renner, Medical Center; Patricia A. Rhoton, Center for Human Resource Research; Susan D. Riggs, University Airport; Susan S. Ringler, Veterinary Biosciences; James T. Robertson, Veterinary Clinical Sciences; Arlene Rogers, University Development; Stephen W. Rogers,

University Libraries; Dennis W. Rowland, Student Health Services; Mary L. Rudell, Fawcett Center; Jan A. Rupert, Medical Center; Rachel A. Russell, University Controller; Margaret J. Rutland, Medical Center; Elrae E. Salvaterra, University Registrar; Margaret M. Sanik, Consumer and Textile Sciences; Ellen J. Savely, University Laboratory Animal Resources; Mary R. Schiller, Allied Medical Professions; David A. Schilling, Management Sciences; Patrick J. Schmitz, Physical Facilities; Michael L. Scott, Teaching and Learning; Gloria Scott-Tibbs, Optometry;

Susan K. Sears, Physical Activity and Educational Services; MaryEllyn Seitz, Human Resources; Stewart D. Shapiro, Philosophy; Dearylle A. Shields, Medical Center; Sondra J. Sierawski, Medical Center; Carol S. Silness, Student Affairs; Angelene K. Sizemore, Education; Deborah A. Skeldon, Medical Center; William L. Smead, Surgery; Frances R. Smith, Physical Facilities; Mary E. Smith, Pharmacology; Maude S. Smith, Undergraduate Studies; Michael L. Smith, Finance; William R. Smith, Academic Affairs and Geography; Joan L. Snowden, Arts and Sciences Honors Office;

Frederic L. Snyder, Ohio State Extension; Terry L. Sorrell, Physical Facilities; Shawn T. Speer, Student Affairs; Dolores J. Spencer, Student Financial Aid; Lindsay A. Sprang, Animal Sciences; Deborah S. Stafford, Medical Center; Judith K. Steiner, OARDC; Stephen A. Sterrett, Campus Partners; Richard S. Stoddard, Government Relations; Charles L. Strauss, Physical Facilities; Cheryle J. Syracuse, Ohio State Extension; William D. Taylor, Educational Policy and Leadership; William L. Taylor, Printing Services; Pamela Temple, University Police;

James E. Tew, Ohio State Extension; William C. Thalgott, Electrical Engineering; Barbara J. Thomas, Physical Facilities; Mattie E. Thomas, Medical Center; Herman A. Tolbert, Psychiatry; Frank A. Torma, Graduate and International Admissions; Karin L. Tracy, Information Technology; Gregory M. Travalio, Moritz Law; Mary L. Turner, Receiving; Toni R. Tyler, Medical Center; Richard W. Upchurch, Medical Center; P. Terry Vance, Graduate School; Melinda S. Vasila, Medical Center;

Theresa J. Veremis, Surgery; Michele M. Wade, Student Financial Aid; Janet M. Wagner, University Libraries; Molly N. Wambold, Electrical Engineering; Marjorie E. Ward, Teaching and Learning; Willie H. Ware, Medical Center; Gifford Weary, Psychology; Eva M. Weber, Ohio State Extension; Paul A. Weber, Ophthalmology; Bruce W. Weide, Computer and Information Science; Helen C. Whatley, Medical Center; Brent R. Whetstone, Physical Facilities; Rosalee S. White, Animal Sciences; Sue Z. Wickliffe, Purchasing;

Margaret L. Wiehe, Ohio State Extension; John R. Wilkins III, Public Health; Marion E. Wilkins, Student Affairs; Lisa L. Wilkosz, Veterinary Biosciences; Karen M. Williams, Ohio State Extension; Linda C. Williams, Student Health Services; Karen A. Willmore, Medical Center; Noreen A. Wilson, Medical Center; Linda D. Wilton, Medical Center; Pamela K. Wine, Education; Sandra L. Winkler, OARDC; Paula A. Wise, Chemistry;

Luann E. Wolf, Medical Center; Kathleen S. Wolken, Biomedical Science; Diana L. Womack, Medical Center; John B. Wood, Physical Facilities; Donna J. Wyatt, Animal Sciences; Mamoru Yamaguchi, Veterinary Biosciences; Drudy R. Yoakam, Ohio State Extension; Bonnie J. Young, Medical Center; Jay A. Yutzey, Fisher Business; Sandra E. Zeno, Medical Center; and Brian T. Zimmer, Medical Center.