kari portfolioc - edits, nov, 2016
TRANSCRIPT
PortfolioKari Metroka-Kirkham
05/01/23
Marketing Communication & Strategy Expert
Experienced in several areas of MARCOMM and more...o Creating/Implementing Marketing Strategy Plans for Business Development and MARCOMMoMarketing Research (quantitative/qualitative/data mining & analytics)o Product Marketing (sales support/CRM)o Advertising/Media Placement/Copy Writingo Public Relations (press release writing/public speaking)o Promotion (blog creation)o Special Events (trade shows/conferences/entertainment/catered events)o Development (fundraising/grant writing/annual campaigns)o Digital Marketing (CMS web/E-newsletters/social media/blogging/video)o Educational (teaching/training/presentations)
05/01/23
Additional Projects...o Writing Samples
oAdvertisingoPromotional Collateral
oDigital Marketing & Promotion (Content Management System (web)/Constant Contact/Word Press)
oEducation (white paper/thesis)oSoftware Knowledge
oMarket Research
oAnnual Campaigns (fundraising)oPersonal Interests
Top Projects...•Devised marketing strategy and tools to support business development for multi-divisional academic research organization.
•Created digital Resource Centers for each division within multi-division organization.
•Initiated/developed/conducted MARCOMM strategies and tactics to fulfill strategic plan, including website, press releases, events, social media and public relations.
•Developing measurement scale to gauge financial benefit of marketing strategy/tactics.
05/01/23
UTARI
Top Projects…BD Marketing Support & Digital Support Packet
Water Smart Innovations
Booth:
313 ACT, Dmand Kontrols
Synopsis Sensor tech -- hot water heatersRelevance Manf., sensor tech
Ice Break
Pacific Coast Builders Conference -- Parade of Product Winner for innovation of hot water distribution system --
Exhibit Floor Map
https://www.watersmartinnovations.com/floorplan.php
NOTES
Nice people. Received name of lead researcher -- Abigail Adams. ACT is interested in retro-fitting some of their equipment for another purpose, primarily detecting swamp gas in ground water. Arsenic detector tech may work.
UTARI
05/01/23
Top Projects...•Director in charge of sales CRM, research and support, circulation retention and loyalty programs for the Fort Worth Star-Telegram.
PRESS PASSStar-Telegram Subscriber Savings Card
Stock Photo
Star-T Archives
CRM
Example, CRM
Fort Worth Star-Telegram
05/01/23
Top Projects... Member of the Executive Staff at an international nonprofit association for business. Editor of four-color, bi-monthly magazine.
◦ Created/Led Focus Groups, Lyon, France◦ Oversaw circulation audits◦ Modified sales rep compensation plan
Writing Sample
Writing Sample
Meeting Professionals International
05/01/23
Top Projects... Director of Marketing & Public Relations -- four-color, bi-monthly magazine.
•Increased revenue by 70% with the conception/implementation of advertorial inserts/over-runs. Winner
ofBronze Quill
Award
AURA Magazine
Top Projects...Key SchoolAnnual Dinner & Auctionearned over $50,000 net (50% increase) the first year I was in charge of the event___________________________________•-acquired donated items•-coordinated volunteers •-contracted the venue/catering•-managed auction budget•-wrote copy for collateral/promotions•-worked with the auction software•-handled auction administration•-created, wrote and implemented special Auction Edition of online newsletter
Key School Fort Worth
05/01/23
Top Projects...I had two simultaneous titles at HRW
International Marketing Manager --ensured that international subsidies received all domestic book collateral materials --developed a fax newsletter for the international offices designed to communicate and highlight domestic office information
Trade Show Manager
--developed and presented a cost-saving plan for the HRW marketing department. Our company attended over 100 trade shows per year (all of which I coordinated). This plan cut average trade show costs by 50%.
-Typical average cost: $3,000-Average cost using plan: $1,400
Stock Photo
Stock PhotoHolt, Rinehart & Winston
College Publishing
05/01/23
Top Projects...• Marketing Manager for blockbuster event.• Coordinator and co-editor for commemorative
book (hard-bound and soft-bound editions).
Responsibilities included: Editing/Traffic/Photo Shoot/Photo Permissions/Graphic Design/ISBN Registration, etc.
Soviet Space Exhibit
05/01/23
Market Research...Knowledge of research providers and research software include:
Frank N. Magid Associates, Inc.
Statistical Package for the Social Sciences (SPSS)
Survey Monkey
Constant Contact
Claritas
US Census
Stat Pac
Survey Systems
Facebook Analytics
Google Trends
05/01/23
Market Research... Practiced and/or managed various Quantitative and Qualitative methods including:
•Focus Groups
•Economic Impact Reports
•Readership Studies
•Customer Opinions
Methods include:
•Statistical Estimation, Intercept Interviews, In-Depth Interviews, Frequency Count, Electronic Interviews
Advertising...Advertising CopyAdvertising Traffic
Key School Fort Worth
PR/Promotion-- Press Release Writing
Samples
05/01/23
UTARI
CMS/Web Site Management…
05/01/23
Content Management System/Marketing Tactic UTARI Web Page
Social Media… Managed content for all
social media such as:
05/01/23
UTARI LinkedIn
Social Media/Promotion & Advertising...
Conceptualized, wrote and implemented diagnostic newsletter as a promotional/advertising tool. Implemented/managed social media to promote organizations.
Key School Fort Worth Newsletter, Constant Contact
Promotional Collateral...
Soviet Space ExhibitFort Worth Museum of Science and History
• Coordinator -- four-color, multi-page brochure, with b/w inside and four-color, one page brochures
Events... Tarrant Independent School Consortium Key School Fort Worth◦ Fall Private School Preview
EVENT Experience include…
•UTARI events including:•National Robotics Week Showcase, Aerospace and Defense Forum, UTARI Seminars, US Manufacturing Symposium, conferences and tradeshows.
•Lead for KidsFest, co-sponsored blockbuster event for the Star-Telegram
•Marketing Manager for Soviet Space, blockbuster event presented by the Fort Worth Museum of Science and History
•Director of Publications for Meeting Professionals International•Conferences
•Holt Rinehart & Winston College Publishing•National Sales Meetings•Trade Shows
•Marketing Communication/Community Relations/Development for Key School Fort Worth•Key School Annual Dinner & Auction
•Consultant for various event planning clients
Joe Kirkham
Fundraising...Major fundraising project for Key School -- Annual Campaign. Trafficked production of the "ask" letter, inserts and envelopes.
Key School Fort Worth
05/01/23
Media Placement/Buying...
As a consultant, media buying was one of the areas in which I actively participated. I was also a media planning instructor at the University of Texas at Arlington.
Total Spectrum/Prairie Skies
05/01/23
AcademicTexas Christian University/University of Texas at Arlington...
I have had a long-standing relationship with Texas Christian University -- as a student (Bachelor's and Master's degree), as a volunteer speaker and mentor and as an employee and instructor.
As a graduate student/instructor, I co-wrote and presented a white paper titled "The Buzz Factor: How Word of Mouth Impacts College Choice" to the Association for Business Communication, Europe, in Istanbul, Turkey. I co-wrote this article with associate professor Dr. Julie O'Neil, Schieffer School of Strategic Communication.
Abstract: As evidenced by the recent debut of multiple trade books and trade articles on word of mouth, communication professionals are interested in learning how to orchestrate and measure word of mouth (WOM). Despite the potential benefit to having positive and copious WOM, scant research has focused on WOM in the university setting. This study addresses this gap based upon a phone survey with 323 high schools students from Texas, U.S. Regression analyses suggest that the amount and tone of WOM are predictive of both attitudes about a college brand and the number of applications to a university. Implications for marketing communication professionals are offered.
Writing SampleTCU/UTA
05/01/23
As a regular speaker to the Media Internship class and to various media classes at Texas Christian University and the University of Texas at Arlington, I developed a series of lectures and assignments, creating syllabus for each class, composing tests, grading and performing other academic tasks as needed.
AcademicTexas Christian University and University of Texas at Arlington...
Published graduate thesisby Kari Metroka-Kirkham:The Children’s Television Act & Program Length Commercials: current interpretations and implications for the futurePro-Quest Company, Michigan (2008)UMI 1450564
TCU/UTA
ConsultantVarious research projects (qualitative and quantitative) I have been a
marketing communication consultant for several years. Much of my consulting work is oriented toward producing research for companies or organizations. I have also helped produce advertising and placement, strategic marketing plans, managed digital and social media marketing and various event plans.
Consulted with industries that included medical,veterinary non-profit, museums, schools, engineering, banking, accounting and retail businesses.
Total Spectrum/Prairie Skies
Blogging...JoeBites.net
•-blog conception•-research•-copywriting•-graphic design•-photography•-promotion
Personal Interests
05/01/23
Fundraising via blog...I developed a presentation that my son pitched to companies as part of an ongoing fundraiser for animal conservation. Other money raising ideas for JoeBites have included selling tee-shirts with proceeds going to the causes, money jars for collecting change, bake sales and educational booths.
Personal Interests
Fundraising via Blogging/Social Media...JoeBites.net
Money was raised from the JoeBites blog that I developed for my son's animal conservation cause. Money raising efforts that I have developed have included an online auction, money-raising campaigns toward businesses and a "penny-a-piece" giveaway.
Personal Interests
Others…-JoeBites, benefiting the Fort Worth Nature Center & Refuge, Center for Animal Research & Education-Pico de Gala for the Humane Society of North Texas
Personal interests include developing events and fundraising programs for animal conservation.
Personal Interests