Directed research and creative implementation to rebrand 100-year-old company as it grew from a regional to a national brand.
Maintained the integrity of corporate brand through intense growth period from 9 to 98 locations.
Conducted periodic research and leveraged customer and market insights to develop creative strategies that drove volume and profitability.
Produced advertising campaign resulting in 17% increase in perception rating in home market within six months.
Increased enrollment of desired student population by 12%, while decreasing undesired enrollments by 10%.
Produced award winning television spots, one of which was aired for ten years.
Supervised the development of effective brand awareness and direct response advertising with measurable results for $50 million annual media spend.
Created the company’s distinct B2C and B2B brand creative and messaging.
Evaluated marketing results and adjusted strategy as necessary.
Implemented longitudinal, brand tracking study to monitor awareness and perception across 46 media markets.
Established standards and implemented processes to insure consistent brand messaging across all media.
Presented and defended work for C-level approval on a regular basis.
Communicated strategies and results to senior management. Presented brand strategy to more than 300 members of senior leadership at annual meeting.
Evaluated, engaged, and managed advertising agencies, creative firms and internal staff to develop TV, Radio, Print, Online and Direct Mail advertising and marketing collateral materials targeting adult learners, military and B2B audiences.
Integrated brand strategy with recruiting, onboarding and ongoing training through human resources department.
Produced 27 videos in six months for new web site. Retooled video content to produce two television spots.
Designed campus interior environment package used across all locations and new corporate office interior.
Monitored market competition and conditions.