it's a match
DESCRIPTION
TRANSCRIPT
A Match for Success
Amy Meckeler
Marcom manager
You desire …
A PASSIONATE,RESPONSIBLEand TALENTEDdesign, digital, editorial, visual asset, and
communications operations TEAM,
A CLEAR STANDARD by which the communications team and the University Relations unit will work,
A BRAND GUIDE accessible to the broad University community,
Effective WEBSITES that have passed USABILITY and BRANDING tests,
A clear PROCESS for working with the communications team,
A clear PROTOCOL for working with CLIENTS,
Ongoing ASSESSMENTS of
PRODUCT,
PROCESSES
and PEOPLE,
Increased, and, one day, TOTAL BUY-IN and TRUST from the broad UMass
Amherst community, including the …
FINANCIAL SECURITY,
and a foundation for a FEE-FOR-SERVICE or effective CHARGEBACK SYSTEM.
I am …
A MARKETING COMMUNICATIONS manager
with 13 years of experience in HIGHER EDUCATION,
a TRUSTED CONNECTOR of people and objectives
and a PROFESSIONAL who lives, breathes and appreciates
ON-BRAND
COHESIVE
MESSAGING,
RALLYING TEAMS and DRIVING RESULTSto best POSITION THE UNIVERSITY,TRANSFORM LIVES and change the world.
As a higher education professional, I was “born and raised” in UNIVERSITY RELATIONS.
I have been recognized for STAYING THE COURSE and working ABOVE AND BEYOND until goals are met and targets are hit.
I connect BRANDING to STRATEGIC PLANS and coalition building.
I embrace open-source and proprietary TECHNOLOGY.
I am CLIENT-CENTERED as a provider AND recipient of UR services.
I speak MY MIND.
I RESPECT opinions and ideas.
And I COMPROMISE as long as doing so serves OUR BOTTOM LINE.
I have experience in every UNIVERSITY RELATIONS area of responsibility:
Branding, operations, strategic communications, coalition building, finance and fee-for-service, team building, publications, web design, editorial and content management, visual asset management, new media, public relations, crisis management, news and media, events, constituent relations, public affairs, marketing and advertising, and internal communications.
Branding
KEAN UNIVERSITYWorld Class Education (Institutional)myKean (Alumni Relations)
STEVENS INSTITUTE OF TECHNOLOGYThe Innovation University™ (Institutional)
MONTCLAIR STATE UNIVERSITYYou Belong Here (Institutional)It’s All Here (Institutional)
… through all communication channels:
PUBLICATIONS – Annual reports, on- and off-line newsletters, magazines, strategic plans, course catalogs, marketing collateral, departmental sales brochures, community newspapers/inserts/special editions.
EVENTS – Commencements, galas, open houses, alumni reunions, women’s networking, golf outings.
PUBLIC RELATIONS – mascot visits to admitted students’ high schools with acceptance letters; school supply drive; food drive; education events and publication sponsorships; New Jersey Education Association (NJEA) exhibit and promo give-away; blood drive; blog content for college prep readers; hall of fame inductions; women’s networking.
NJEA Convention Brand Explosion
The Press (Atlantic City) “10 Reasons the NJEA convention is fun … 3. The monster crates full of Kean University tote bags this year sporting bright green handles. Perfect for carrying the freebies.”
DIGITAL – websites (Drupal, CommonSpot, Terminal Four content managers), web analytics, email campaigns and metrics focusing on direct response AND brand marketing, third party college search sites (including Naviance) and lead generation, brand monitoring, asset management, social media, blog management and inbound marketing, digital advertising, SEM, SEO.
DIRECT MAIL – fulfillment and strategic direct mail series to multiple audiences to yield engaged alumni, enrolled students and event attendees.
PRINT AND DIGITAL ADVERTISING – newspaper, magazine, directory, outdoor advertising, retargeting, Facebook, google search, display, internet radio, yahoo!/Bing search.
Brand guidesStrategic recruitment plansDepartmental (academic and student services) marketing
collateralInternal communications Institutional forms – applications, class registration, health
services, event registration, and financial aidTelecommunicationsInter- and Intra- departmental marcom trainingsProfessional associations and profilesInstitutional profilesSchool mascots
Operations
Institutional marcom project and budget management, purchasing and charge-backs for University Relations (wide base of clients across the university.)
Departmental marcom project management, budget, lead generation processes, customer service protocols, content management, application processing and outreach, and mail fulfillment.
Fundraising, customer service, public relations, and coalition building for the Alliance for Racial and Social Justice.
Strategic CommunicationsReported to and worked with VP of University Relations, VP of Institutional Advancement, Director of Alumni Relations, and Director of Admissions to create and implement strategic marketing plan, including institutional, advancement, admissions, and athletic marketing.
Reported to and worked with Director of Publications, Director of Admissions, Dean of Admissions, and VP of Administration and Finance to create and implement undergraduate and graduate admissions and institutional marcom plan.
Reported to and worked with Director of Admissions, Associate VP of Enrollment Management, and VP of Student Development and Campus Life to create and implement a comprehensive strategic marcom plan.
Coalition Building
Advisor to Gay-Straight Alliance (Kean PRIDE) student group.
Social justice educator and fundraiser for Alliance for Racial and Social Justice (socio-education and advocacy across the US.)
Served on a women’s studies curriculum committee, diversity summit, a campus interdisciplinary working group (addressing intersections of oppression), and a state regulatory board under the Attorney General’s office.
Financial & Fee-for-Service
Managed institutional marcom budget as associate director of marketing resources for University Relations.
Manage admissions departmental budget.
Operationalized charge-back system for client projects delivered by University Relations.
Team Building
Secured Paskill, Stapleton and Lord experts for annual admissions recruitment and marketing all-staff training.
Advanced DiSC assessment process for staff individual evaluations of interpersonal relationship skills.
Implemented staff retreat activities – recreation, competitions, inter-departmental cross training and mixers.
And whatever it takes …
VIDEOGRAPHY – on-air commentary and video production covering major events such as the Governor’s book signing, commencements (interviewed high profile guests, including Linda Ellerbee and Spike Lee), galas, video/virtual campus tours, accepted students days, and instructional videos.
PHOTOGRAPHY – for major publications, newsletters and digital platforms.
SCRIPT WRITING – speeches, radio ads, video production, fundraising and admissions presentations.
COPYWRITING – emails, publications, websites, ads, press releases, marketing collateral, media kits, institutional profiles (Hobsons, Naviance, Princeton Review, Peterson’s Guide, College Board, College Confidential, Fiske Guide.)
Team spirit, creativity, diligence, and close relationships DRIVE RESULTS.
In 2012, I introduced a strategic communication plan to enroll 3,000 new students to Montclair State and push the new “It’s All Here” branding. The metaphor above helped to keep the admissions team “firing on all cylinders” in the absence of a robust CRM and enrollment management vendor. We met our goal by 105%, and the staff is empowered.
