Marketing Manager

Advertising Marketing/PR Executive (Little Rock/Southern US)

Date: 2012-11-29, 10:34AM *************@*****.***

Mark W. Riley, M.A.

*** *. ***** ***** **. Little Rock, AR 72202 501-***-**** / 870-***-**** **********@*****.***

Profile: www.linkedin.com/pub/mark-w-riley/14/12a/ba

Portfolios: www.youtube.com/user/MarkWmRiley, www.t i n y u r l.com/MWRileyPortfolios

ADVERTISING, MARKETING AND PUBLIC RELATIONS EXECUTIVE

SUMMARY OF QUALIFICATIONS

Highly knowledgeable, dedicated and accomplished Marketing Professional with more than 20 years of experience shaping corporate and marketing communications campaigns to facilitate institutional growth. Experienced in advertising production, client relations, project management, public relations. Expertise in developing innovative ideas, conducting primary research, and delivering products and services to help clients increase enrollment.

Raised public awareness and enhanced growth through innovative advertising/marketing campaigns for regional organizations, maintaining a strong vision. Recognized for ability to explain complex subjects, and to establish a common understanding of the environment in which a project or solution must be defined, designed, deployed and supported.

CORE COMPETENCIES

Copywriting & Scripting

Database Management & Analysis

Graphic Design

Print & Broadcast Production

Outdoor & Transit Production

Direct Mail Production

Project & Budget Management

Presentations & Training

Events/Exhibits Mgmt.

Strategic Planning & Rollouts

Voice & On-Camera Talent

Photography & Videography

MARKETING EXPERIENCE

Cossatot Community College of the University of Arkansas, De Queen, AR 1999-2011

Director of Marketing & Public Relations (1999-2010)

Recruited to regularize the College's marketing and public relations efforts, strengthen institutional image, institute branding following name change, and continue upward enrollment trend. Enrollment grew 182% over 11 years. Executed Marketing/PR campaigns, events/exhibits, copywriting, and print, broadcast and outdoor advertising. Managed $120,000 annual budget.

Key Contributions:

Drove campaign advertising (strategy, copywriting, layout) to win three county-wide -cent sales tax elections: Sevier 2001 (58% For), Howard 2002 (63% For), and Little River 2007 (59% For).

Spearheaded branding / repositioning initiative following 2001 affiliation with U of A System, increasing enrollment 9.34% Fall-to-Fall. Initiative included all media, fleet / mobile lab marking and exhibits at local events.

B2B marketing surveys and promotions for Workplace Training office produced 7% rise in revenue.

Guided website redesign / re-launch with outside vendor. Significant improvement in user satisfaction.

Produced PowerPoints securing $1.1 million in grants for Amphitheater and Concessions buildings at De Queen.

Developed and Produced:

Advertising launches for Registered Nursing, Cosmetology and Culinary Arts programs. All are fully enrolled.

Annual Catalog and Student Handbook, Bi-annual Reports, Schedules and Point-of-Sale pieces.

Executed integrated semester enrollment advertising campaigns (direct mail, radio, television, newspaper).

Print/broadcast/outdoor campaign for students in non-traditional jobs (male nurse, female welder).

Appeared in interviews on area radio and in broadcast advertising.

Developed and published the "Cossatot Clarion" monthly in-house newsletter.

Teaching Experience: In-class: Intro to Advertising, Copy Editing; Online: Intro to Marketing, Technical Writing.

Director of Grants (2010-2011)

Lateral move occasioned by track record, writing and research skills. Research, write and submit grant applications for the College and consortia of which it is a member. Consult faculty & staff on developing grants to meet needs.

Key Contributions:

Principal grants written: $325,000 to re-establish CAMP (College Assistance Migrant Program) to recruit Hispanics; $100,000 for portable welding simulator; $80,000 to Public Telecommunications Facilities Program for radio transmitter equipment; $75,000 to establish Community Center at Dierks, Arkansas.

Designed a transit system for displaced workers following two plant closings. Worked with area employers, Arkansas Highway Department and Federal Transit Administration's Community Transit Association.

Obtained donation of commercial-grade Amana microwave ovens for Culinary Arts program.

Philander Smith College, Little Rock, AR 1989-1999

Director of Strategic Marketing

Recruited to serve as the in-house marketing and public relations office, build enrollment, and strengthen alumni relations and institutional image. Executed Marketing/PR campaigns, events, copywriting collateral, and print, broadcast, outdoor and transit advertising. Managed $50,000 annual budget.

Key Contributions:

In first two weeks on job, wrote, designed, produced and mailed 2000-copy run of 8-page alumni newsletter.

Developed and implemented on- and off-campus surveys of institution's image and dropout/stopout students.

Wrote Marketing Plan to complement 8-year Strategic Plan.

Produced broadcast, print, outdoor and transit advertising for Choir Centennial and "Parade of Stars" events.

Rebuilt 2,000-record alumni database, leading to production of first Alumni Directory in 20 years.

Teaching Experience: In-Class: Intro to Marketing (adjunct faculty for Philander Smith Mgmt. Institute and UALR).

Early Career Experience

Creative Director, Affiliated Food Stores (1985-1986). Wrote scripts for multimedia and produced annual report.

Telemarketer, Falcon Video, (1982-1985). Increased "Take One" monthly newspaper circulation from 50,000 to 500,000.

General Manager, Apollo III Productions (1981-1989). Owned a part-time mobile disc jockey service with two partners.

EDUCATION

Bachelor of Arts in 20th Century American History (1980) Rhodes College, Memphis, TN

Master of Arts in Marketing (1989) (Summa Cum Laude) Webster University, Little Rock, AR

OTHER COMPETENCIES

Software

PC: MS Office 2007 (Word, Excel, PowerPoint, Visio), Adobe InDesign CS3, Illustrator 9.0, Photoshop 6.0.

Macintosh: MS Office-Mac, PageMaker, Photoshop, Illustrator, FileMaker Pro, iMovie, HP ImageZone

Web-based: Blackboard, Survey Monkey, iStock Photo, Alta Vista BabelFish Translation

Foreign Languages

Three years French, Two years Spanish, One year Latin, Beginning ASL

ACHIEVEMENTS

Award of Merit for Historic Preservation from Quapaw Quarter Association for $53,000 rehabilitation of derelict 1910 Colonial Revival home in Little Rock Governor's Mansion District. Work featured in CDBG 20th Anniversary Booklet.

Ad work won 4 general elections for Ark. House Dist. 21 seat: Scott Sullivan (2002, '04, '06) and Steve Cole (2008).

Chaired Construction Committee and designed new $250,000 Brady Masonic Lodge on Hinson Road in Little Rock.

Produced weekly radio program, "Ten Minutes for Masonry", Jan. 2005-Dec. 2007.

International Travel and Exploration

Toured Paris and central France as part of "Art and Architecture" course, SE England as part of "London and The Theater" course. Carried out genealogical research in Northern Ireland, New England, southern Canada and Barbados. Vacationed in Puerta Vallarta, Mexico; Dublin, Ireland; London, England; and Aberfeldy, Scotland.

Community Activities

Ark. Ad Fed Board & Scholarship Cmte.

Christ Epis. Church Vestryman

Ark. Mensa Newsletter Editor

Master, Brady & Sweet Home Lodges

Grand Lodge Officer (DDGM 2008)

Order of DeMolay Advisor

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