Public Relations & Fundraising: Award Luncheon, Sesquicentennial Campaign

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1 Brand Management: Rebrand Marketing: Program Launch, Small Business Digital Strategy: Web Redesign, Lead Generation Public Relations & Fundraising: Award Luncheon, Sesquicentennial Campaign Advocacy: Women s Heart Health Social: Personal Lifestyle Blog

2 My team completed a major rebrand for undergraduate admissions in The objectives were to update a dated marketing suite and tired messaging and to increase inquiries and enrollment. This work won several industry awards. Market research Best practices Theme Key messages Design Art direction Voice and tone Content Potential undergraduate students Parents and families Print materials Web and Event materials Video series Signage Commissioned art Photography Installations Social channels Advertising 24-70% increase in inquiries 17% increase in enrollment Three consecutive record freshman classes

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4 I led a cross-functional team in the marketing launch of the new MBA degree at Hamline University, coinciding with a renaming of the Hamline School of Business. The primary objective was to recruit students to the MBA program. Market research Marketing plan Theme Key messages Content Design Art Direction Measurement Potential students Current students Alumni Media Public Faculty Staff Trustees Advertising Print materials Web and Social channels Photography Public relations Events In its first year, the Hamline MBA was the third largest of 14 programs in Minnesota, second only to the U of M and St. Thomas.

5 Hickory Lake Campground is a small, private family resort near Aitkin, Minnesota. The campground is an ownership cooperative and objective is to sell sites to individuals. I developed and manage all aspects of marketing and communications. Strategy Logo Visual identity Theme Content Design Potential site buyers or renters Advertising Web site Direct mail Brochures Video Photography Trade shows Events Merchandise Signage 5-10% annual revenue growth 41% of sites sold

6 In my current position with Girl Scouts, I am leading online lead generation and lead nurturing strategies to support girl and volunteer recruitment goals, using industry-leading marketing and CRM tools Salesforce, Exact Target, and Pardot. The campaign began in July 2014, with aggressive lead goals of more than 40,000. Research Planning Theme Key messages Content Measurement Microsites Landing pages Web elements Advertising Purchased lists Drip campaigns Inbound marketing SEO/SEM Social media Parents and guardians of prospective girl members Prospective volunteers Recruitment team Executive team IT

7 I led a cross-functional team in a comprehensive redesign of the university s 18,000 page website. The site s objective is to support recruitment and enrollment while serving multiple audiences and performing essential business functions. Functionality Architecture User interface Design Content Media SEO/SEM Measurement Marketing IT Admissions Academics Libraries Alumni Relations Development Potential students Current students Academics and researchers Athletics fans Alumni Donors Public 243% increase in traffic to admission sites 445% increase in direct traffic to MBA page Site reduced to 4,500 pages Average visitor time on site increased by 38%

8 Girl Scouts River Valleys holds an annual fundraising and awards luncheon honoring Women of Distinction. In my first year managing the event, we rebranded the thematic elements and restructured the program and script to create a cohesive, compelling, and successful value proposition for donors. Theme and messaging Event planning and execution Multimedia stage program Nine video elements Celebrity emcee Silent auction Print, web, and collateral Media and public relations Attended by 720 people Met and exceeded $250,000 revenue goal Increased sponsorship revenue by 68% Increased number of atevent donations by 21% CEO & Board Fund Development Executive Team Volunteers Professional, influential women Donors and potential donors Corporate and foundation sponsors

9 In 2004, Hamline celebrated its 150 th anniversary. I led a cross-functional team that developed and executed an awardwinning, year-long public relations, alumni relations, and fundraising campaign that reached every key audience. 6 major events Feature videos Historical exhibits Publications Books Print collateral Web, Identity system Signage, banners Outreach Merchandise Marketing Alumni Relations Development Facilities Services Archives Trustees Faculty Students Staff Alumni Volunteers Alumni Donors Students Faculty Staff Media Government Public Events attended by 12,083 people 35 major media placements 26% increase in new alumni donors Met and exceeded $150 million campaign

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12 I am a spokesperson, writer, speaker, and advocate for women s heart health. I was the 2012 Go Red for Women spokesperson for the American Heart Association Minnesota, and in 2015 I will serve as a national spokesperson for the American Heart Association. I publish an advocacy blog and am a frequent speaker about women s risk of heart disease.

13 Borealis is a lifestyle blog about northern, urban life that I co-author with a friend and colleague.