Public Relations Part-Time

***** **. ******** ****** **, Thousand Island Park, NY 13692 • 609-***-****

Marketing

• Strategic Planning. Research and analysis of current and past performance by program and method. Cost-benefited recommendations based on specific organizational goals for sales, recruitment, membership, and cause-related affiliation.

• Branding and Integrated Communications. Institutional positioning through concepts, copy, and design across all print and electronic media to meet organizational goals.

• Advertising and Public Relations. Strategic implementation of all programs: concepts, copy, design, production, and distribution/placement of all materials.

• Data Management. Assessment and segmentation of all data sources for target marketing. Recommendations and plans for expansion of data pool for multi-media marketing. Analysis and recommendations on tracking and reporting.

Fundraising

• Databased Assessment and Advancement Services. Comprehensive audit of five-year results by demographics and donor levels. Plans, segmentation, and targeting for donor upgrades and acquisition. Tracking and reporting systems.

• Multi-media Fundraising. Totally personalized, segmented, and targeted direct mail, phone, and e-philanthropy programs, including concepts, copy, design, and print and online production.

• Branding and Integrated Communications. Strategic plans to establish consistent fundraising messaging across all institutional platforms — magazines, annual reports, newsletters, e-communications, events, and public relations — with development of components as requested.

• Affiliation Programs. Comprehensive plans and implementation of Membership, Alumni Relations, Grateful Patient, Volunteer Recognition, and Donor Stewardship and Recognition campaigns.

• High Donor Programs. Plans, recommendations, and communication materials for personal solicitation campaigns and volunteer development.

• Event Planning and Marketing. Strategies to increase attendance and net proceeds, with production of all marketing and public relations communications. Comprehensive Marketing and Fundraising Services

Berglund

FUNDRAISING & MARKETING

LLC

**********@*****.*** • www.berglundfundraisingmarketing.com Client Highlights

Business — Marketing and Public Relations

• Chicopee Division of Johnson & Johnson. Produced national advertising and sales promotion materials for diaper products.

• Economic Development Authority of the Government of Wales. Researched, strategized, wrote, and designed the corporate brochure to persuade American companies to establish facilities in Wales.

• Educational Testing Service. Branded and produced all marketing materials for two commercial products, including logos, product packaging, advertising, trade show exhibits, and collateral materials.

• Germantown Savings Bank. Produced all public relations, direct response, and point of purchase materials. Brought in $100 million in new deposits in one year.

• Mutual Benefit Life Insurance Company. Managed and marketed a goal-breaking sales incentive campaign targeting agents across the country.

Education — Recruitment and Fundraising

• Buffalo Seminary. Produced the enrollment package which generated more applications in two months than in the preceding year — saving the women’s independent school from closing its doors.

• Fairfield University. Developed and implemented the campaign which increased the Annual Fund by 20% — $350,000 — in the first year.

• Gannon University, Lawrenceville School, NC State University, Smith College, Villanova University. Performed comprehensive fundraising assessments including databased analysis of five-year results with strategic plans for targeted campaigns, e-philanthropy, volunteer development, advancement services, and database management.

• Phillips Academy/Andover. Created and implemented the targeted direct response campaign which increased the school’s Annual Fund by $450,000 in the first year.

• University of Pennsylvania. Branded the Liberal Studies Master’s Degree and produced all advertising and public relations which built a program with 500 professional participants representing $5 million in annual tuition. Healthcare — Branding, Marketing, Recruitment, and Public Relations

• Baptist Memorial Hospital. Recruited nursing staff for new units with advertising, brochure, and collateral materials. Ad won the “Best in Magazine” award in RN national magazine.

• Children’s Specialized Hospital. Designed and implemented a fundraising campaign which reduced the cost of acquiring a new donor from $17 to $2.

• Riley Children’s Foundation. Developed and implemented the direct-response fundraising campaign which doubled the hospital foundation’s average gift and net income in the first six months — on a budget reduced by 40%.

• Penn Presbyterian Medical Center. Branded the Nursing Department with a new logo, recruitment materials, and public relations. Achieved a 500% increase in response to advertising, thereby eliminating the critical nursing shortage.

• St. Lawrence Rehabilitation Center. Branded the renamed facility with a new logo, comprehensive institutional brochure, and program-specific materials. Produced and managed public relations for three years — at one point achieving front page placement for a photo story in both metro dailies.

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Client Highlights (cont’d)

Nonprofits — Branding and Fundraising

• CP of New Jersey. Produced the honoree strategy and marketing campaigns which tripled the attendance and the profits from the annual award dinners.

• Music for All Seasons. Raised $100,000 with the marketing and the program book for the nonprofit’s benefit gala with Dudley Moore and Julie Andrews.

• Recreation Foundation of Hopewell Valley. Branded the grassroots campaign to build community athletic fields. Produced all corporate and individual fundraising plans and materials for the five-year campaign which raised $1 million.

• Retinitis Pigmentosa Foundation. Developed and produced the strategy, advertising, public relations, and program book which sold out the James Taylor benefit concert and raised $100,000. Collegial and Cost-effective Consulting Relationships

• Barb is committed to building the precise relationship that meets the client's current needs. Unlike many of her counterparts of equal prominence, she does not require long-term contracts to begin work. Rather, she offers the full spectrum of counsel and implementation on a project-by-project basis.

• Success requires great chemistry between the institution and the consultant, and prospective clients should only consider a contract after confirming that chemistry. Barb's process begins with an in-depth phone conference and proceeds to a half-day visit onsite with no cost to the client beyond expenses. With consensus on the needs, the scope, the deliverables, and the chemistry, Barb prepares a proposal for the costs and timeline of the consulting services.

Experience, Credentials, and Volunteer Service — Barbara Berglund

• President, CEO, and Creative Director of her own full service marketing, advertising, public relations, and fundraising firm since 1982.

• Consultant with three national fundraising firms.

• Corporate Marketing Officer for a major Philadelphia financial institution.

• Development Director of a New Jersey nonprofit organization.

• AFP Conference Presenter.

• CASE Roundtable Leader for Enrollment Publications and Annual Fundraising.

• Founding Director and Past Vice President, New Jersey Communications, Advertising, and Marketing Association (CAMA).

• Former Development Chair of the Executive Committee of the Board of Directors, Cerebral Palsy of New Jersey.

• Winner of more than 50 awards of excellence for campaigns and publications.

• Service to alma mater as Consultant, International Tour Manager of the Smith College Chamber Singers, Special Gifts Chair, Class Vice President, and Board Member of the Princeton Area Smith College Club.

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