Marketing Communications

Joanna C. Smith

************@*****.***

Home: 215-***-**** Cell: 267-***-****

Marketing Communication Direction

PROFILE: Innovative, driven and experienced marketing communications professional, servicing both commercial businesses and non-profit organizations by creating awareness and promotion of their brand identities. Excited by new opportunities, integrating both traditional and social media techniques into the strategic planning, implementation, and measurement of successful marketing campaigns.

CORE COMPETENCIES:

Adobe Creative Suite

Creative Strategic Planning

Editing, Writing, Blogging

Event Planning

Global Communication

Graphic Design

Internal Communications

Media & Public Relations

Not-for-Profit Development

PowerPoint

Share Point

Social Media Marketing

Staff Supervision

Video, Photography Production

Web Project Management

FREELANCE, CONSULTING & SPECIAL PROJECTS, ELKINS PARK, PA April 2013 to Present

Providing innovative marketing communications strategic management and services to for profit and not-for-profits.

Clients

The Philly DMA: Editor, Direct Views, a high value member service of the Philadelphia Direct Marketing Association. Board Member since 2007. April 2017 Judge, New England Direct Marketing Association Awards. Moderator: “ABCs for the Not-for-Profit Marketer: Tips from the Pros.”

LOGAN Hope School: Developed and project managed communication strategy and tactics resulting in public awareness and increased funding.

St. John’s Anglican Church: Created public relations campaign for the Family Resource Center, a social service agency resulting, in increased awareness and clients served. Developing comprehensive marketing campaign to promote church’s new location to surrounding community. Member of capital campaign committee committed to raising $650,000. $135,000 currently raised.

Gotwald Creation: Assisted with social media campaign for travel agency targeting senior adults for African safari travel. Significantly increased new bookings.

Habitat for Humanity of Bucks County: Co-created and led 2013 Silly Sock Run, an NCAA sanctioned 5 and 10K race and fun walk fundraising event held at Fort Washington State Park resulting in $350 raised.

THE PHILADELPHIA PROTESTANT HOME, PHILADELPHIA, PA March 2009 to April 2013

A not-for-profit continuing care retirement community.

Director of Marketing and Special Events

Responsible for communication strategic planning and implementation in support of B-to-C sales and fund development.

Initiated and implemented social media strategy integrating E-newsletter, Facebook YouTube and blog, resulting in increased independent living occupancy.

Wrote, designed, and project managed annual report to donors and other fund raising and promotional materials resulting in positive long-time donor relations.

Led team that re-designed firm’s web site, including the writing of copy and shooting of video, resulting in a effective marketing tool to support independent living sales.

Planned, created and placed business-to-consumer print, web, and out door advertising resulting in increased resident occupancy.

Member of team that planned and produced annual fundraising gala that raised an average of $65,000/year.

Member of consultant-led marketing team charged with increasing occupancy of senior independent living apartments through an integrated campaign of direct mail, print advertising and special events.

KEYSTONE FOODS, LLC, CONSHOHOCKEN, PA September 2007 – September 2008

Multi-national manufacturer and distributor of food products primarily to McDonald’s.

Global Communications Specialist

As part of the Global Support Team, facilitated communication among distribution centers in the U.S., U.K, France, Australia, Asia, and New Zealand. Supported U.S. and European divisions on business-to-business marketing and new business development. Member of safety, sustainability and training teams.

Planned and executed, with U.K. team, a $300,000, two-day U.K. distribution center grand opening event, kicking off an effort to double European logistics business within three years, resulting in international awareness of state-of-the art distribution center.

Created and produced two videos with U.K. team, resulting in successful promotion of benefits to customer.

Championed MS SharePoint usage among multi-disciplinary U.S. and global distribution users, resulting in increased productivity.

Initiated internal global online newsletter resulting in positive awareness of the distribution division.

INTERSERVE U.S.A., UPPER DARBY, PA February 2003 – March 2007

International organization that places Christian professionals in jobs in Asia and the Middle East.

Communications Director

As part of senior management team, directed the organization’s internal and external communications and promotional effort to donors and potential employees. Worked with Board of Trustees and managed two-person staff. Created yearly departmental budget.

Published and promoted niche-market book and multi-city educational tour targeting new donors. With PR firm placed spokesperson 26 times on media broadcast internationally on 4,825 stations over five months.

Developed and project managed new corporate identity including web site, brochures, displays, and advertising, resulting in better outreach to key millennial audience.

Created international strategic communications plan with a multi-national team resulting in unified international branding.

Wrote and edited direct mail, brochures, web copy and 25,000 circulation magazine.

Introduced personal web sites and Internet phone service to overseas staff, resulting in more effective international communication

Developed and implemented annual strategic communications plan.

COMMUNICATIONS MANAGEMENT 1994 – 2000

Wrote and produced marketing material, including press releases, PSAs, magazines, annual reports, newsletters, direct mail, speeches & videos. Managed events, placed spokespeople on radio and TV. Acted as spokesperson.

SALUS UNIVERSITY, ELKINS PARK, PA Communications & Publications Coordinator

Accomplishment: Initiated Salus’s participation in NBC 10 Fit Fest vision screening as part of the college’s

“Save Your Vision” Month public awareness campaign. Over 55,000 people attended the event, resulting in

positive awareness of the university in the community and the media.

THE ARC ALLIANCE, EAGLEVILLE, PA Communications Coordinator

Accomplishment: Created the ARCS of Southeastern PA Media Award and named a Philadelphia Inquirer reporter its first recipient at a ceremony at The Gallery, resulting in positive relationship with influential press member.

GRAPHIC DESIGN 1978 – 1992

Art Director and Production Manager of magazines, brochures, newsletters, ads, and direct mail for health care, education, retail, and financial services industries.

CONTINUING EDUCATION

Social Media Marketing for CCRCs, 2013 • Dream Weaver, 2010

Introduction to SharePoint, 2008 InDesign 2007, 2008 Crisis Communications Training, 2007

EDUCATION

MBA, Management, Eastern University, St. Davids, PA

Post Baccalaureate Certificate, Corporate Communications, Arcadia University, Glenside, PA

Bachelor of Fine Arts, Communication Design, Kutztown University, Kutztown, PA

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