Overview: Responsible for increasing Museum visitation, awareness and support among all target audiences. Involves working with each department to promote events and exhibits through public relations, marketing, advertising, social media, digital media, Web site content and graphic design. Work between departments and vendors to create lasting relationships and results-driven marketing plans.
·Built communications plan for The Women’s Museum and Leadership America.
·Publicize all Museum events, programs and exhibits including writing press releases, calling media and managing press previews and conferences.
·Experience in working with national/local and secret service details to accommodate speakers and press for 2009 Stories from the Top: US Senator Kay Bailey Hutchison and Secretary of State Hillary Clinton.
·Write scripts and speeches for events and arrange interviews for executive staff and coworkers.
·Manage Museum’s speaker’s bureau: training volunteers, writing scripts, building women’s history presentation and speaking to groups, such as AT&T, Federal Bureau of Prisons, Citigroup, Allen Public Library, etc.
·Crisis management experience. Manage media and audience notification due to untimely event cancellations.
·Build and foster relationship with social media company, responsible for supplying content creation, overall look and voice of social media sites, and customer experience online.
·Built social media plan for the Museum using a three step process: creation, trust building and converting audience to donors. Media outlets used: Facebook, Twitter, Blog, YouTube, Flickr and LinkedIn.
·Manage the Museum’s Twitter account with over 36,000 followers, consistently ranked as one of the top museums to follow. (http://www.museummarketing.co.uk/2009/06/09/top-museums-on-twitter/, http://www.razoo.com/articles/Nonprofits-on-Twitter, http://www.onlineclasses.org/2010/07/06/100-great-twitter-feeds-for-history-geeks/)
·Created video blogs called Three Questions With… for Leadership America, interviewing speakers from sessions and other experts and the Muse Minute, short newscast about Museum activities.
·Grew Leadership America Alumnae LinkedIn group to 170 members in four months through grassroots efforts. LinkedIn is now the best source for alumnae to stay in touch with classmates nationwide.
WEB SITE/ONLINE MARKETING
·Built and foster relationship with Web site company, responsible for content creation, overall look of Web sites and, customer experience online. Implemented new navigation on Web site and redesign of site integrating new brand.
·Manage the Museum’s and Leadership America’s Web site transition to a new provider. Integrated the following: calendar of events, online store and shopping cart option for membership, donations, event tickets and admission to the Museum. Also, developed an overall cleaner look.
·Created the Museum’s first online annual giving campaign in 2008 resulting in $15,000 donated online in the first year.
·Worked with the Smithsonian Institution and 25 other affiliates museums to host a nation-wide webinar on ADA standards and Museum accessibility.
·Tripled the Museum’s email distribution list from 2005 to 2008 through incentives and collection at all Museum events and trade shows.
·The Women’s Museum rebrand, including logo, mission, vision and tagline, completed in March 2011.
·Rebranded the Museum’s national leadership program, Leadership America, to reflect new direction of programming and new target audience. Included new mission statement, tagline and logo.
·Effectively built brand awareness for the Museum’s three largest fundraisers, positioning each as a “must-attend” events in Dallas/Fort Worth: Stories from the Top, Maura Women Helping Women Awards and Wine, Women & Shoes. Each event sold out for the past four years.
·Developed the Museum’s first strategic marketing plan in 2009 outlining target audiences and goals for growth in the next two years, approved by the Board of Directors. The plan is used by all departments to set financial and departmental goals and apply for funding.
·Execute design layout for The Women’s Museum and Leadership America from creation to distribution for all Museum-affiliated events, programs, advertisements, large-format indoor and outdoor banners, and online graphics.
·Design annual campaigns for direct mail pieces, marketing collateral and complimentary online campaign resulting in over $1 million for the Museum’s general operating funds.
·Design samples are available upon request upon request.
·Co-wrote, executed and compiled national study for Leadership America, including six real-time nationwide surveys and online survey for women leaders and human resources professionals.
·Report distributed nationally and used as the evidentiary support for Leadership America’s new programming.
·Wrote, distributed and analyzed national audience survey for The Women’s Museum. 98% completion rate. Audience survey used to develop target audience for the Museum and Strategic Plan for 2015.