Kristie Henderson Résumé

about.me/kristie_henderson

Junior League of Birmingham

Although the Junior League has developed a highly effective international brand, their local chapter in Birmingham,

Michigan was struggling to clarify their identity and build a public relations strategy around their brand.

Tasks:

Conducting an internal audit to track areas of improvement.

Developing and executing a public relations strategy and tactics.

Creating a social media strategy to augment traditional public relations activities.www.jlbham.org

Behind The ScenesHuman Trafficking PR Campaign & Tactics

Although the League implements a variety of human service programs, the League’s brand was ultimately defined around their work to eradicate

human trafficking. PR tactics to promote the brand includes:

Writing and pitching press release for town hall meeting with Michigan Attorney General.Developing blog content.Writing special event press release(s).Securing sponsors and executing sponsorship agreements.Prepping the Attorney General’s Office on League activities.Creating strategic plans to promote human trafficking awareness with large special events/fundraiser at the Oakland Hills Country Club. Prepping Oakland County Sherriff Mike Bouchard to speak at special events.Directing team to create radio message from Attorney General Bill Schuette to potential sponsors and guests.Providing talking points to the League President and CBS reporters for speeches and presentations respectively.Following up with media professionals with quotes and pictures of events.Working with CBS reporters to create video for cbs.com on League activities.Using social media to implement teasers to create buzz about special events.Secured Lamar Advertising billboard for public awareness campaign.

PR Highlights Coordinated CBS Reporters Marie Osborne and Kathryn Larson to

host 2013 and 2014 Gala(s). Worked with Bill Schuette to coordinate and execute human

trafficking public awareness campaign, including press releases and media pitches.

Acted as media liaison at all special events for the League. Arranged for audio presentation by Michigan AG at special event.

PR HIGHLIGHTS FOR S.O.A.P.Featured on national news stations across the country, the League partnered with Theresa Flores (above) to participate in S.O.A.P. or Save Our Adolescents from Prostitution. PR tactics included: CBS ride along with Kristie Henderson to produce two part video

series featured on cbs.com. Press releases and media pitches. Follow up quotes and pictures to media. Coordinated media interviews with League President.

JUNIOR LEAGUEHUMAN SERVICE PROJECTS

PR Snapshot for Little Green Gardeners –A Junior League Event Wrote and pitched press release to various media outlets. Worked with traditional and online media outlets to coordinate

information and photographers. Provided onsite event support for media. Developed quotes for League President and other League members. Provided follow up pictures and information to reporters.

A PR Snapshot for Dash For Destiny

Collaborated to write joint press release with Children’s Hospital Foundation.

Worked with StyleLine Magazine to secure promotional materials for runners.

Organized photographer for event. Worked with Bank of Birmingham on social media plan to promote

their sponsorship, as well as a press release outlining their contribution.

Social Media StrategyThe Junior League had a minor social media following, which required both a strategy and consistent tactical implementation.

Implemented social listening tactics to determine how and when content would engage users most effectively.

Currently working on increasing Twitter following.

Increased followers by 68%.

Launched a Patch blog, League blog and Instagram.

Executed a live Instagram promotion at Saks Fifth Avenue for a League fashion show.

Currently overseeing the development of a Pinterest page and working on various strategies to increase followers.

Overview of Junior League

Challenges Lack of clear brand identity.

Lack of overall strategic plan to increase public awareness of League mission and programs.

Undefined social media marketing component.

Lack of media assets.

Modification of communication processes and standards.

Lack of proper email marketing program.

Results Clarification of

programming to define League mission.

Construction of overarching PR plan with media impressions/placements up 80%.

Strategic development of social media platforms with increase in followers up 68%.

Highly defined and secure relationship with media influencers.

Upgrade of email marketing program.

Spa Mariana was looking for a new and cost effective public relations strategy to provide them with a competitive edge in the metro-

Detroit area.

An immigrant from Poland and owner and CEO of Spa Mariana, Maciek Lyko had no idea that a serious childhood injury would set him on a path to healing others in America. www.spamariana.com.

It’s All About The Story…

Maciek Lyko needed a way to differentiate his spa from the competition. Severely injured while dancing for a ballet company in Poland, Maciek was healed in part with the help of a blind masseuse. After his ordeal, he had a strong desire to become a masseuse and heal others the way he had been healed.

His personal story helped us create a platform by which we could pitch his recent award for best massage in metro-Detroit in Allure Magazine.

Strategies for Success

Challenges

Conduct analysis of opportunities to rebrand Spa Mariana.

Create public relations plan for Spa Mariana.

Results

Determined high impact branding opportunity for Spa Mariana.

Integrated cost-effective public relations effort with social media marketing component(s).

Create marketing materials which highlighted marketing related partnerships.

Goals Reached Blog content created to launch

the Owner & CEO of Spa Mariana’s personal brand.

Development of marketing materials based on identified partnerships.

Use of personal brand to position national magazine endorsement locally – social media marketing component included.

Allure Magazine gave “best massage” to Spa Mariana.

ENSCOE LONG INSURANCE COMPANY

As a smaller agency, Enscoe Long sought to develop their brand by launching a new website. In

addition to the website, they were interested in how social media could benefit their company.

www.enscoelong.com

Social Media Strategy Specializing in working with nonprofits, I

recommended that Enscoe Long focus on building social media content via nonprofit special events, face-to-face interaction, volunteer events including golf outings and luncheons, etc.

In particular, I recommended they Instagram and tweet live from events and encourage clients and others to post more in-depth content such as success stories and personal photos to Facebook.

By engaging the clients Enscoe Long accomplished two things:

brand Enscoe Long as an agency specializing in nonprofits.

obtaining marketplace validity and testimonials from clients, while simultaneously building goodwill.

Strategies for Success

Challenges

Develop concept to differentiate Enscoe Long from other local insurance agencies.

Create comprehensive website content.

Conceptualize social media marketing.

Results

Created new image for Enscoe Long as a boutique agency specializing in nonprofits.

Worked with website developers to create and launch new website.

Developed specific social media marketing recommendations for online presence.

Blog site created on website homepage.