Independent Marketing Consultant

2005 to 2007

Contracted by Sullivan University to develop a comprehensive communications campaign for Louisville, Lexington and Ft. Knox campuses promoting the Microsoft and Cisco certification programs to stabilize enrollments. Branched into the corporate market to help offset traditional student declines.

Results:

Created highly successful strategic branding and advertising campaign targeted to corporate and traditional students, re-launched website, developed identity and collateral materials, developed print and broadcast creative, managed freelance creative and media staff. Results to date:

• Enrollments for technology programs not only stabilized but grew, exceeding year-end goals by 17%.
• March enrollments in information technology programs were highest in university’s history for previous March enrollments.
• Public Relations campaign received major coverage in business publications and prompted favorable acknowledgement by Louisville’s Mayor during a breakfast for top executives.

ATA Career Education and Corporate Training, Louisville, KY

Chief Marketing Officer

2000 - 2005

Recruited to spearhead launch of new marketing department with full responsibility for strategic and tactical marketing efforts, integrated marketing campaigns with $500,000+ media budget, web development, customer database management, budgets, contract negotiations, vendor selection and staffing. Partnered with senior management to define and communicate corporate direction.

Results:

• Accurately pinpointed target market triggers and correct media selection to produce a $2 million increase in sales after initial launch of advertising campaign.
• Over a two year period, doubled company revenues.
• Developed sophisticated database system to market to existing leads reducing cost per enrollment by 10%.
• Led Siebel (Customer Relationship Management Tool) installation to pinpoint effectiveness of all marketing sources, achieving lowest cost per lead in the industry.
• Selected and managed external freelance creative team, printers, media planner/buyer to achieve top agency quality at a dramatically reduced cost.

Vest Advertising Marketing and Public Relations, Louisville, KY

Account Executive

1998 - 2000

Joined agency to generate new business through expanded services. Managed diverse accounts; established budgets, led internal team of copywriters, graphic designers, media buyers, web developers and multi-media personnel. Served as public relations and web development lead for new and existing clients. Results:

• New services generated $100,000 in new contracts within six months.
• PR campaigns achieved 100% article placement.

The Wayne Oates Institute, Louisville KY

Development Director

1995 - 1997

Spearheaded marketing and fund raising initiatives for this start-up national venture. Profitably directed strategies to develop strong local and national profile within targeted industries and specialty media. Established and managed day to day operations, negotiated vendor contracts, established detailed reporting systems, managed volunteers and staff; served as point of contact for board of directors. Results:

• With no prior donor base, secured over $200,000 in grants and sponsorships within first months of hire.
• Achieved 100% article placement in national specialty publications.
• Profitably organized first conference attracting nationwide participants and securing nationally recognized keynote speakers Wendell Berry and Dr. Larry Dossey. Event captured 10% response to conference direct mail.

Adware Systems, Louisville, KY

Brand Manager Network Television System

1992 – 1995

Joined company as software tester of Network Television Media Buying System and was quickly promoted to Brand Manager to bring leadership to development team. Managed group of advertising agency personnel with New York based McCann Erickson and internal software development staff. Led collaboration between agency and clients General Motors and Johnson & Johnson to customize system.

Results:

• Won user confidence in a climate of distrust and chaos by setting realistic deadlines and system functionality. User confidence resulted in improved system development and staff morale. Critical timelines and deliverables were met.
• Innovative system functionality served as key component to McCann Erickson winning the Johnson & Johnson $20 million network television advertising account.