Marta Lawrence

Work History

Work History
Oct 2006 - Present

Associate Director of New Media

NCAA

Responsible for conceiving and executing strategic content and marketing direction for NCAA online products, including email marketing and search engine optimization/search engine marketing (SEO/SEM). Write and edit content for NCAA websites and Champion magazine. Act as executive producer for live video streaming and on-demand events. Collaborate with various internal and external groups to produce cohesive and integrated approach to enterprise-wide communication and marketing challenges. Manage and develop staff. Lead multifaceted, multistage projects and associated contracting staff.

  • Developed strategic plan for NCAA websites.
  • Introduced search engine marketing and search engine optimization.
  • Created direct email campaign, NCAA News Direct, to inform nearly 35,000 weekly users of news and information impacting the NCAA.
  • Increased unique visitors to the Association’s website, www.ncaa.org, by roughly 150 percent. Page views increased by roughly 116 percent and search engine referrals nearly doubled in the same time frame.
  • Led redesign of the Association’s blog, the Double-A Zone, to better support the overall Association brand, resulting in a doubling of traffic in the first year.
  • Conceived and led execution of a customizable, members-only website designed to give member institutions better access to news and information impacting their work.
  • Managed strategic elimination and chronicling of online content from 35,000 pages to approximately 8,000. The reduction allowed for more accurate search results and freed server resources.
  • Oversaw 67 percent increase in videoconference usage, significantly reducing staff travel and saving
  • Association funds while increasing communication to key constituencies.
  • Appeared on camera and acted as executive producer for several online videos, featuring NCAA news and interviews with high-profile celebrities, including Billie Jean King, Robin Roberts, Sage Steele and John Glenn.
  • Acted as executive producer for a monthly interview show with former NCAA President Myles Brand.
Mar 2006 - Oct 2006

Marketing Strategist

Synergy Marketing Group

Walked clients through cradle-to-grave brand development and management, including market research, logo creation, website launch and formation of strategic messages.

  • Coded (PHP and HTML) and managed technical and graphics production of client websites.
  • Wrote and placed articles in trade publications, local, regional and national media.
  • Managed SEO/SEM efforts.
  • Produced monthly reports to assess overall efforts for each client.
  • Created clients strategic email marketing and outreach campaigns.
  • Oversaw client events.
Jan 2004 - Mar 2006

Assistant Editor

Security Management magazine

Covered high-profile homeland security issues, including intelligence, terrorism, federal policy and law enforcement. Edited contributed articles, copy edited magazine and reviewed page proofs.

  • Promoted to assistant editor and featured columnist after one year.
  • Organized homeland security coverage and reported on national news, including the Intelligence Reform Bill, wars in Afghanistan and Iraq and Hurricane Katrina.
  • Awarded theAmerican Society of Business Publication Editors (ASBPE) 2006 Gold award for best feature series writing for Lessons from New Orleans, a story about security and safety breaches during the response to Hurricane Katrina.
  • Awarded TABPI 2005 Best Feature Writing Honorable Mention for Working in a War Zone, an exploration of security contractors in Iraq.
  • Awarded the ASBPE 2005 Bronze for General Excellence.
  • Awarded the ASBPE 2005 Silver for Best On-Site Trade Show Coverage.
Sep 2002 - Jan 2004

Project Manager espanol.hud.gov

U.S. Department of Housing and Urban Development

Managed multiple multi-million dollar contracts on behalf of the Federal Government, including the launch and national marketing of espanol.hud.gov, the agency's Spanish website.

  • Oversaw launch of espanol.hud.gov at 2003 LULAC Convention, featuring an appearance and press conference by former HUD Secretary Mel Martinez.
  • Managed national marketing campaign and events supporting marketing of the site, including a national bus tour as part of Home Ownership Month.
  • Oversaw booth design and set up at various trade shows and national events promoting the website.
  • Approved contractor deliverables in support of website translation and marketing efforts.

Education

Education
Sep 1998 - May 2002

Bachelors

Miami University

Magazine Articles

Security Management:

Read full body of work as Marta Roberts and Marta Lawrence

Working in a War Zone

(Won an honorable mention for best feature writing; Trade, Association and Business Publications International)

Speeding down Highway 10 past Fallujah toward Baghdad in a beat-up, unarmored Datsun with an Iraqi driver at the wheel and an Iraqi escort in the passenger seat was how Steven Hilton got to work each day in late March. As head of the Iraq task force for the Buchanan and Ingersoll PC law firm, Hilton was in Iraq evaluating opportunities for his corporate clients, which were hoping to participate in some portion of the $18 billion reconstruction project funded by the U.S. government.

Lessons from New Orleans

(Won a gold medal for Best Feature Series Writing; American Society of Business Publication Editors)

Three days before katrina made landfall, Dr. Maurice A. Ramirez and his FEMA Disaster Medical Assistant Team were ready to render aid, but they were forced to wait five days before receiving authorization to enter Louisiana and establish a triage and critical care hospital at the Louis Armstrong Airport in New Orleans. They couldn’t go in until there was a written request from the governer’s office to either the secretary of the Department of Homeland Security or the President. In most emergency situations, that takes as little as two days. The delay in this case was one example of how an ill-prepared response system was quickly overwhelmed by events.

20-20 Spy Sight

In early July 2001, an FBI field agent in Arizona, alarmed that al Qaeda operatives were training at U.S. flight schools, penned a memo recommending a national program to track suspicious flight school attendants. The single-line synopsis of the memo, with portions redacted by black marker, appeared on several Web sites, including The Memory Hole. It read: "UBL [Usama bin Laden]... supporters attending civil aviation universities/colleges in state of Arizona."

NCAA Champion Magazine

Behind the scenes: Making of NCAA PSA

The sun just came over the Santa Monica Hills and from my vantage point on the 15th floor I can see all the way to the Hollywood sign, 11 miles in the distance. Downtown Los Angeles is sleeping – most people are just starting their commute. Inside the Sanwa Bank building, however, director Pam Thomas and her crew of 50 have been preparing since 4:30 a.m. for the first day filming the 2008 “Going Pro in Something Other than Sports” campaign.

Summary

Equipped to drive strategic, multi-platform marketing and communication objectives to build global and national brand affinity and awareness utilizing digital, print and social communication tools.

NCAA News Coverage

Blog Content

The Huffington Post:

Why Schoolgirls Wouldn't Giggle at the AP's Softball Story

Jennie Finch can hurl a softball harder than most women in the world. She and her teammates have worked their entire lives to become the best in their sport and they're proving themselves worthy of their Olympic expectations.

Is Way Way Dumb, or Just a Fierce Competitor?

During the big-air skateboard competition at the X-Games last week, Danny Way smashed his foot at the top of the half-pipe, falling 50 feet before coming to rest. The injuries looked devastating.

The NCAA Double-A Zone:

Coverage from the Women's Final Four:

PERFECTION! - Apr 07, 2009

What does it mean to have two male coaches in the women's final? - Apr 07, 2009

YES Clinics reach out to Special Olympics - Apr 06, 2009 

Tribute to Coach Yow - Apr 05, 2009 

March to the Arch at the Women's Final Four - Apr 04, 2009 

2009 Women's Final Four Salute - Apr 04, 2009

Read other coverage from the 2009 Women's Final Four

What's the future impact of pollution on athletics?

China announced today the removal of tons of algae from the waters of the Olympic sailing venue. Some scientists blamed China's industrial waste and pollution for feeding the algae population. The algae clean-up is the latest in an on-going effort to make Beijing hospitable for its Olympic competitors. With poor air quality looming, many top athletes have expressed health concern over competing in the games. Haile Gebrselassie, the world record holder in the marathon, refused to participate citing concerns over the impact of pollution on his asthma.

Computer Proficiency

Website Expertise and Analytics: HTML; JavaScript; CSS; Dreamweaver; Various analytics tools

Design and Video Editing Programs: Photoshop; InDesign; Premiere; Avid and Avid Liquid

Social Media Strategy: Blogging, Facebook, Twitter, YouTube, Foursquare etc.

Streaming: Live Stream; CoveritLive; On24

Business Process: Microsoft office suite; e-newsletter production and delivery programs

Awards

Best Feature Series Writing, American Society of Business Publication Editors (ASBPE), Gold 2006: Lessons From New Orleans

Best Feature Writing, TABPI, Honorable Mention 2005: Working in a War Zone

General Excellence Award, ASBPE, Bronze 2005: Security Management Magazine

Best On-Site Trade Show Coverage, ASBPE, Silver 2005: Security Management Magazine

Key Skills

  • Strategic marketing and communications
  • Tactical analytics
  • Online marketing (SEO/SEM)
  • Social media
  • Web site development
  • Writing and editing
  • Video and multi-media production
  • Streaming video and videoconferencing
  • Leadership
  • Mentoring and developing staff

Videos