kendall d. williams-digital marketing portfolio

Kendall D. WilliamsPortfolio

“

The best way to predict the future is to create it.

- Peter Drucker

About Me

◉ Abbreviated Resume◉ References

Table of Contents

Marketing Plan

◉ Executive summary◉ Business review◉ Target audiences◉ Marketing objectives◉ Marketing tools◉ Marketing budget

Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Table of Contents

My Work

◉ Drayson Center website◉ School of Nursing website◉ Cancer Center website◉ The Inclusion Project◉ Additional successes

About MeResume | References

Abbreviated Resume

Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | About Me

Experience◉ Web Business Analyst, March 2016 - Present

Loma Linda University Health, Loma Linda, CA

◉ Web Content Writer - Internet, May 2014 - March 2016Loma Linda University Health, Loma Linda, CA

◉ Communications Manager, Jul. 2012 - May 2014ieCrowd, Riverside, CA

◉ Marketing and Themes Director, Feb. 2010 - Nov. 2010SECC of Seventh-day Adventists, Riverside, CA

Education◉ MBA, Finance and Marketing, Mar. 2014

La Sierra University

◉ BS, Marketing, Mar. 2012La Sierra University

Contact Me◉ [email protected]

References

Mark Fletcher

Director, Web UniversityLoma Linda University Health

[email protected]

Larry Eason

Chief Marketing OfficerieCrowd

[email protected]

Grey Frandsen

PresidentieCrowd Business Unit atOlfactor Laboratories Inc.

[email protected]

Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | About Me

“

Kendall is a beaming light who always shines bright throughout the Web Center and she displays quality not only in her work ethic,

but more importantly, her attitude.

- Amy Baxa,Administrative Assistant, Sr.

Loma Linda University Health, Web Center

My WorkDrayson Center | School of Nursing | Cancer Center

The Inclusion Project

Place your screenshot here

Drayson Center

◉ Project manager◉ User discovery◉ User experience (UX) exercises◉ Client discovery◉ Design collaboration◉ Content strategy◉ Content creation◉ Search engine Optimization (SEO)◉ Website build-out

Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | My Work

Full site


School of Nursing


Prospective Students | Home | About

◉ Project manager◉ Client discovery◉ Design◉ Content strategy◉ Content creation◉ SEO◉ Website build-out


Cancer Center


Full site

◉ Client discovery◉ Content creation◉ SEO◉ Design collaboration◉ Website build-out

The Inclusion Project

A project to promote greater understanding of our differences by encouraging conversations that help us learn about our communities.

Elements of “The Inclusion Project” include cultural consciousness workshops and a quarterly newsletter.


Internal initiative

Additional Web Projects◉ Loma Linda University (LLU) Eye Institute (Research

Section)

◉ Rheumatology◉ Power of Inclusion Conference◉ Behavioral Health Institute◉ Healthy People in Healthy Communities◉ 100% customer satisfaction rate for service

requests


“

Marketing is no longer about the stuff that you make, but the

stories you tell.

- Seth Godin

Marketing PlanBusiness Review | Target Audiences | Objectives

Tools | Budget

Executive Summary1

Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan

Executive SummaryIt is our goal to share the Christ-centered mission of LLU. We want prospective students to know they will receive quality education in an environment that caters to their spiritual, mental and physical well-being.

We strive to connect with our secondary audiences as well - keeping them engaged with the LLU story. One of our objectives is to have those, who have been impacted by LLU, share their experiences with others and promote the values of the university.

Employing traditional as well as innovative marketing tactics will help us reach these goals.


Business Review2


Strengths◉ Positive reputation in the

Seventh-day Adventist (SDA) community

◉ Established brand◉ Research opportunities◉ Academic medical center◉ Practical experience/Front loaded

didactic programs

Business Review - SWOT Analysis

Weaknesses◉ Website presence◉ Social media presence◉ Enrollment process◉ Customer relationship management◉ Cost - premium pricing


Opportunities◉ Communicate SDA message◉ Communicate student

demographics - perceived as solely SDA

◉ Recruit qualified students from diverse backgrounds and regions

◉ Promote unique selling propositions (USP)

◉ Strengthen alumni network

Business Review - SWOT Analysis

Threats◉ Attractive regional competitors◉ Budget◉ Internal buy-in◉ Existing processes


Target Audiences3


Target Audiences

PatientsGraduateStudents

HealthcareProfessionals


Target Audiences - Demographics

Graduate Students◉ 22-25 years old◉ Male/Female◉ Pre-health

professional/science undergraduate program

◉ Middle-middle class+◉ Midwest & east coast◉ Hispanic, eastern Indian &

black

Patients◉ 25-30 years old◉ Male/Female◉ Health professionals

program◉ Middle-middle class+◉ Loma Linda, CA◉ All races & ethnicities

Healthcare Professionals◉ 60+ years old◉ Master’s or Doctorate

education◉ Health professionals◉ Income $100,000+◉ Upper-middle class+◉ All regions◉ All races & ethnicities


Target Audiences - Psychographics

Graduate Students◉ Determined, friendly◉ Values: spirituality,

relationships, experience◉ Interests: mission work,

technology, health◉ Spends time with friends

and on social media

“I want my education to be worth the price I pay. I hope I can maintain spiritual life and relationships while in school. Providing quality care is important to me.”

Patients◉ Focused, open◉ Values: time, spirituality,

service◉ Interests: school courses,

research, mission work ◉ Spends time studying and

traveling

“I want to know that my professors have my best interests in mind. I hope my hard work pays off. Gaining practical experience is important to me.”

Healthcare Professionals◉ Logical, optimistic◉ Values: work-life balance,

spirituality, health◉ Interests: research, giving

back, traveling◉ Spends time advancing

career and with family

“I want to contribute to the healthcare community. I hope I can stay abreast of the latest developments in healthcare. Giving back to the LLU community is important to me.”


Marketing Objectives4


Marketing ObjectivesAttract & Retain

Recruit qualified applicants, retain existing students, and build strong alumni relationships.

Promote LLU’s unique selling propositions (USP), wholeness mission and student experience.


Marketing Objectives

Current Enrollment

~47454982students

1.05%Increase in Enrollment for 2015-2016

fiscal year

Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing PlanStrategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan

Marketing Tools5


Marketing Tools

Branding◉ Spiritual◉ Excellence◉ Integrity◉ Collaborative◉ Diverse◉ Innovative◉ Relatable◉ Compassion◉ Freedom◉ Justice◉ Purity/Self-control◉ Humility

Pricing & USPsPremium pricing

◉ Wholeness mission◉ Mission Opportunities◉ Academic medical center◉ Medical simulation center◉ Front loaded didactic programs◉ Location◉ Number of residencies and

fellowships◉ New research building in year 2020

Promotion◉ Student discounts to

surrounding shops and restaurants

◉ Travel credit for new students

◉ Welcome packet for new students

◉ Legacy discount◉ Alumni magazine



WebIn preparation for interim and long-term re-design

◉ Student, staff, and faculty focus groups◉ Content cleanse and updates◉ Identify web priorities◉ SEO exercises◉ UX exercises◉ Page file naming convention◉ Process for updating websites◉ Editorial calendars◉ Identify digital experience (DE) managers for

each school◉ DE workshops with Web Center, Loma Linda

University Marketing and DE managers◉ Mobile application

Marketing Tools

Events◉ Incoming student orientation◉ University experience◉ Lunch2U - Weekly food

trucks◉ Club rush◉ End of the year celebration◉ Speaker series◉ Tradeshows

Messaging◉ We are a Christ-centered

institution.◉ Wholeness is a huge part

of our mission.◉ We are a diverse campus.◉ We provide a quality

education.◉ We value research and

innovation.◉ Our students are

important to our success.

Advertising◉ Billboards and media

buys◉ Sponsors for healthcare

events and global health initiatives

◉ Contribute to prominent publications

◉ Media coverage for community events

◉ Social media ads◉ Commericial during “Life

on the Line”


Marketing Tools

Advertisement Example



Social Media#iamllu campaign

◉ Establish one LLU blog that each school can pull from

◉ Encourage potential and current students to share their experiences by using the hashtag #iamllu

◉ Photobooth at tradeshows to create an interactive experience and collect #iamllu photos

◉ Identify digital experience managers for each school

◉ Create editorial calendars◉ Collaborate with the Web Center on strategy

Marketing Tools

Distribution◉ Event ads◉ Alumni magazine◉ Tradeshows/Recruiters -

photobooth at tradeshows to create an interactive experience and collect #iamllu photos

◉ Mass email communications

Marketing Materials◉ Interactive digital

brochure◉ Wearable LLU “swag”◉ Digital publications

Conversion◉ Build database of leads

for mass email communications

◉ Customer relationship management

◉ Promote success rates of alumni

◉ Incentive for visiting the campus from out-of-state - $200/party


Marketing Tools

Partnerships◉ Participate in events with

other prominent organizations for cross-promotions

◉ Discounts for surrounding shops and restaurants

Referrals◉ If students refer 3

potential students they will receive a free gift - t-shirt, water bottle, etc.

Retention◉ Host relationship building

events for faculty and students

◉ Assign an academic advisor for each student

◉ Establish a [email protected] email address, for students to share their comments and concerns

◉ Improve course registration


Marketing Budget6


Marketing Budget

Initial Investment

Potential Enrollment

Potential Tuition Revenue*

Return on Investment

%

Return on Investment

$

Advertisements $20,000 94 $4,230,000 211.5% $4,210,000

Events 1,500 26 1,170,000 780% 1,168,500

Marketing Materials 1,500 16 720,000 480% 718,500

Promotions 40,000 101 4,545,000 113.625% 4,505,000

Totals $63,000 237 $10,665,000 169% $10,602,000


*Estimated $45,000 for 1 year of tuition.

$63,000Initial Investment

1.69%Return on Investment

$10,665,000Potential Revenue

Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing PlanStrategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan

“

Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.

- Beth Comstock

kendall d. williams-digital marketing portfolio

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