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
My team completed a major rebrand for undergraduate admissions in 2008. 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 Print materials Best practices Web and email Theme Event materials Key messages Video series Design Signage Art direction Commissioned art Voice and tone Photography Content Installations Social channels Advertising Potential undergraduate 24-70% increase students in inquiries Parents 17% increase and families in enrollment Three consecutive record freshman classes
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 Potential students Advertising In its first year, the Marketing plan Current students Print materials Hamline MBA was Theme Alumni Web and email the third largest of Key messages Media Social channels 14 programs in Content Public Photography Minnesota , second Design Faculty Public relations only to the U of M Art Direction Staff Events and St. Thomas. Measurement Trustees
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 Advertising Logo Web site Visual identity Email Theme Direct mail Content Brochures Design Video Photography Trade shows Events Potential site Merchandise buyers or renters Signage 5-10% annual revenue growth 41% of sites sold
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. Microsites Landing pages Web elements Research Advertising Planning Purchased lists Theme Drip campaigns Key messages Inbound marketing Content SEO/SEM Measurement Social media Parents and guardians of prospective girl members Prospective volunteers Recruitment team Executive team IT
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 Marketing Architecture IT User interface Admissions Design Academics Content Libraries Media Alumni Relations SEO/SEM Development Measurement 243% increase Potential students in traffic to Current students admission sites Academics and 445% increase researchers in direct traffic Athletics fans to MBA page Alumni Donors Site reduced to Public 4,500 pages Average visitor time on site increased by 38%
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 Attended by 720 people Event planning and execution Met and exceeded Multimedia stage program $250,000 revenue goal Nine video elements Increased sponsorship Celebrity emcee revenue by 68% Silent auction Print, web, and email collateral Increased number of at- Media and public relations event donations by 21% CEO & Board Professional, influential women Fund Development Donors and potential donors Executive Team Corporate and foundation sponsors Volunteers
In 2004, Hamline celebrated its 150 th anniversary. I led a cross-functional team that developed and executed an award- winning, year-long public relations, alumni relations, and fundraising campaign that reached every key audience. 6 major events Marketing Feature videos Alumni Relations Historical exhibits Development Publications Facilities Services Archives Books Print collateral Trustees Web, email Faculty Identity system Students Signage, banners Staff Outreach Alumni Merchandise Volunteers Alumni Events attended Donors by 12,083 people Students 35 major media Faculty placements Staff 26% increase in Media new alumni donors Government Public Met and exceeded $150 million campaign
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.
Borealis is a lifestyle blog about northern, urban life that I co-author with a friend and colleague.
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