Jessica Rappaport

Jessica Rappaport

Work History

Work History

Promotion Manager

KFOR-TV

Strengthened station's #1 market position, led promotion efforts for 1996 Olympics and produced widely acclaimed image spots.

2005 - 2009

Director of Marketing

KRCA-TV / KQCA-TV/ Hearst Argyle Television

Led brand management, marketing and promotion strategies for four local TV stations (NBC, MyNetworkTV, This TV Sacramento, and KCRA 3 Weather Plus Network), two web sites and multiple digital platforms. Managed team of 17 with accountability for creative services, communication, direct marketing, contests, promotion, market research, PR, commercial production, e-marketing, mobile initiatives and cross-promotion between television stations, websites and digital platforms.

Overview: Led complete turnaround within one year, improving all aspects of under-performing department including employee morale, efficiency and revenue.

·Built content and marketing strategies that increased traffic to www.kcra.com by 37% and page views by 68% in less than 2 years. Generated more page views than all local TV stations combined.

·Wrote strategic marketing plan for local social networking site for high-school sports. Beat 10 other Hearst sites to become top performer with 13,000+ members and a 364% increase in page views.

·Developed marketing model for online business directory that was later adopted by multiple HTV stations. Increased page views by 33%, user accounts by 98% and user voting by 28% in 2 years.

·Led major re-branding and marketing efforts for station’s weather coverage, launching 24-hour weather network. Initiatives resulted in 16% improvement in “brand health” perceptions.

·Increased viewer commitment 29% by defining and solidifying news brand and positioning in marketing and promotion efforts across all platforms.

·Launched KCRA 3 Mobile, which included text messaging campaigns for news and sports, and wap site, which is one of the most visited wap sites of all the HTV stations.

·Maintained or increased Nielsen ratings in all KCRA 3 local newscasts, often doubling and tripling the other stations’ local newscast ratings.

2003 - 2005

Vice President, Direct Marketing

The Broadcast Team

Recruited to develop, construct and sell leading-edge direct marketing programs within an industry generally not accustomed to a direct marketing approach.

  • Persisted despite intense opposition to business model within TV industry - developed and executed database-marketing strategies to directly target on-air and online audiences.
  • Designed and sold a Viewer Recruitment Program, a product that utilized the company’s proprietary technology to conduct surveys at a much lower cost than usual research methods.
  • Devised sophisticated research reports by drilling down into the Nielson ratings and combining this information with secondary research and Mosaic data to target highly specialized niche audiences.
  • Created strategic marketing plan for KCRA 3 that improvedthe station’s image among Hispanics.
1998 - 2003

Senior Marketing/Brand Management Consultant

http://www.magid.com/

Consulted Internet companies, broadcast networks, cable companies and 50+ local TV stations on news content, marketing, advertising, promotion, PR, brand management and digital strategies.

Overview: Consistently met goals and targets, including earning 100% of potential bonuses from local television clients based on achievement of Nielsen ratings goals.

  • Developed multi-platform synergy approach for major media company, integrating new marketing strategies across television, radio stations, digital platforms and an entertainment venue.
  • Turned around several under-performing TV stations, developing strategic marketing plans that took thestations from #3 to #1 in the ratings, adding millions of dollars in advertising revenue.
  • Worked with international clients in England, Denmark, Canada, New Zealand and Puerto Rico.
  • Helped international TV network regain lost market share after introduction of new marketing strategies, focusing on clear positioning, branding and consistent promotion messages.
  • Served as a Trainer and Facilitator for The Magid Institute, a division of the company focused on client education. Developed, wrote and presented seminars on writing, marketing, and branding.
1996 - 1998

Creative Services Director

WKTR-TV

Promoted and transferred to WTKR after New York Times Company acquired former employer. 

Worked with sales to drive revenue opportunities, created marketing plans, and managed creative services. Spearheaded complete rebranding and devised new marketing strategy.

Education

Education

Bachelor of Arts

Western Kentucky University
Jan 2010 - Dec 2010

Master's of Communication Management

University of Southern California

Selected as one of 19 students for social media graduate program, focused on analyzing market data, executing social media strategies, developing/writing web content and building loyal relationships online.

Developed, built and launched APOC final project six days early and under budget: www.SweetSaves.com.