20+ Years Leadership Experience in Marketing, Advertising, and Public Relations / Profit and Nonprofit Organizations / Ad Agency and Client Side Experience / Start Up Ventures to $1 Billion in Revenues / Smart Growth Communications
Experienced in:
- Brand strategy
- Communications & marketing strategy
- Broadcast, print, direct mail & online campaigns
- Newsletters & collateral materials
- Web Development
- Public Relations (including media)
- Operations, budgeting & staffing
Professional Experience
Joan Pauly Marketing and Communications, Principal
2005 to present
Developed marketing and communications firm targeted to the smart growth and green building industry. Work with media, land planners, architects, developers, builders, public officials, business community, and interested citizens to adopt sustainable development. Provided communications strategy and online news reporting and photography for the following public and private development charrettes (What's a charrette?):
City of Lawrence SmartCode Charrette, Lawrence, Kansas, 2007
City of Post Falls SmartCode Charrette, Post Falls, Idaho, 2006
These public charrettes engaged a wide variety of stakeholders and citizens to consider adoption of the SmartCode to help contain sprawl and preserve community character.
Freemont Property Charrette, Omaha, Nebraska, 2006
This private development charrette provided the master plan for Omaha’s first traditionally designed neighborhood (TND).
Congress for the New Urbanism (CNU), Providence, Rhode Island, 2006
This online resource for CNU XIV was used as a blog to inform conference attendees of major developments and as a press feed for local and national press.
Early County 2055, 50 Year Plan, Blakely, Georgia, 2006
This public/private charrette served as a 50 year economic visioning and master plan for Early County, Georgia.
General Marketing Experience
ATA Career Education and Corporate Training, Louisville, KY
ATA is a career education and corporate training facility operating in 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.
- 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.
Vest Advertising Marketing and Public Relations, Louisville, KY
Vest is a full service advertising agency servicing well known clients Humana Healthcare, Papa Johns Pizza, and Decora Cabinetry.
Account Executive
1998 - 2000
Joined agency to generate new business through Internet and public relations services. Managed diverse accounts; established budgets, led internal team of copy writers, graphic designers, media buyers and multi-media personnel.
- New services generated $100,000 in new contracts within six months.
- PR campaigns achieved 100% article placement.
The Wayne Oates Institute, Louisville KY
The Oates Institute is a national, non-profit professional education venture.
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.
- 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 a 10% response to conference direct mail.
Adware Systems, Louisville, KY
Adware Systems is a software company developing planning, buying and accounting software for multi-billion dollar advertising agencies worldwide.
Brand Manager
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.
- 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.
Previous Positions 1981 to 1992
1989 – 1992: Corporate Trainer, Glenmore Distilleries, Louisville, KY
Functioned as software trainer and communications liaison between information technology, human resources, accounting and manufacturing departments for this global manufacturer of wine and spirits.
1987 – 1989: League Coordinator and Tennis Instructor, Louisville, KY
Organized tennis leagues and taught tennis classes.
1983 – 1987: Full time mom, San Francisco, CA; Jacksonville, FL; Louisville, KY
1981 – 1983: Assistant Executive Director, March of Dimes, Richmond, VA
Spearheaded marketing, corporate sponsorship, and corporate team activities for the Richmond Chapter. Organized corporate event, TeamWalk, which was highlighted in national March of Dimes recruitment film for its success.
Education
University of Georgia – Athens, GA
Bachelor of Arts in Journalism, 1980
Major in Public Relations; Minors in Business Management and Public Speaking
Affiliations
US Green Building Council
LEED-ND (Leadership in Energy and Environmental Design-Neighborhood Development) Corresponding Committee
Volunteer Experience
Board of Directors, HelloCreativity
Advisory Board, Adopt-A-Village
Volunteer, Jimmy Carter Center & Habitat for Humanity