Portfolio
This page is dedicated to showcasing some of the projects I have helped build, implement, or create outside of my regular 9 to 5.
Social Media for Business Schools
An independent presentation to showcase why MBA programs should seriously consider using the web and social media platforms to successfully reach out to prospective and current students. All points are backed up by relevant and notable research institutions such at the Graduate Management Admissions Council (GMAC), Dartmouth University, and BusinessWeek. Total views of this presentation on SlideShare is approaching 4,000!
MBA Marketing Capstone Project
To culminate my MBA career, myself and two other MBA students were tasked in creating a new marketing plan for the 2010-2011 calendar year for the MBA program at Christian Brothers University. Research was conducted on CBU and six competing programs to formulate a full market SWOT analysis and create a perceptual map to assess where our program lay in proximity to other programs. Using this information a new strategy and positioning statement was created and refinements to the existing marketing mix were suggested to address weaknesses and opportunities in the market.
The project included a robust media plan utilizing all but $1.02 of our $60,000 budget using both online and print advertisements with a total average cost per thousand (CPM) of $2.31 and prospected 13,715,314 impressions! The project was presented and judged by the governing bodies of the University. Out of the six plans presented by our cohort, ours was selected as the best and winner of the capstone competition. The full 115 pages will not be posted online, but an abbreviated version is available for viewing. Want to learn more? Drop me a line.
Buc MBA Marketing Campaign
Created and managing a new, independent marketing campaign for the MBA program at Christian Brothers University and its 100+ current students. The Buc MBA brand name was chosen because of the popularity of the University’s mascot, the “Buc” (short for Buccaneer). The goal of this initiative is two-fold.
- Attract and give real-life student perspective to prospective MBA applicants.
- Connect and showcase the knowledge of existing students of Christian Brothers University’s MBA program.
Envisioned and implemented a student-run website (www.BucMBA.com) that features regular and guest student blogs, information on program professors, links to MBA related videos, links to social networking groups, and a conversation piece (Ask a Question) that urges prospective students to pose questions to existing MBA students. The website was launched in November of 2009. Because this website is run by the students on a voluntary basis, the only cost of this initiative is the hosting fees for the website which is less than $300 a year. The cost to maintain this project is very low, but the return for the University on this website is extremely high.
Fresh Revenues
Worked with a seasoned business owner and hospitality management consultant to increase the web prevalence of Fresh Revenues (the business) and Don Farrell (the owner) and establish them as experts and innovators within their industry. In addition, promote the newly released book Ethical Theft. A series of interactive web mediums were used to reach and share the business brand and services:
- Webinars showcased the speaking skills of Don Farrell and promoted the content of his book.
- Social networking platforms such as Twitter, Facebook, and Linkedin connected with like-minded professionals.
- E-newsletters, podcasts, business blogs, and You Tube channels communicated value and services.
- Online industry forums were frequented to create web alliances and build on the SEO strategy.
Through a series of web exposures and search engine marketing strategies, I was able to brand Fresh Revenues and Don Farrell on the web, make 100′s of business impressions, and increase individual and business notoriety. In total, the project produced six educational webinars, 18 online videos, and 14 podcasts. In two months, I organically increased front page results from major search engines for key words Fresh Revenues and Ethical Theft from less than 20% of top 10 results to 80%. Additionally, because of my initiatives, Don Farrell was invited by a number of hotel and professional websites as a contributing author, adding further to his professional name and his business brand.
J&B Childress Portrait Art
Worked with a local photographer to create consistent communications to existing clients through e-mail promotion campaigns. The last campaign boasted a 56% open rate when 27% is the industry average. The goal of this project was to engage existing clients, drive repeat business, and gain referrals for future clients. All goals were achieved via email promotions.
KTF Consulting
Worked with a sales professional and small consulting business owner to better position the company to attract and retain new clients. Initiatives for this project included e-mail marketing campaigns, website search engine optimization (SEO), use of web mediums such as SlideShare to promote and share custom created educational business briefings, and the implementation of a business blog. Plans also included a complete evaluation of business positioning that examined consistency of message and offered suggestions to ensure business objectives were being communicated properly the target audience.
EraseUrX – iPhone Application
Worked with a mobile app developer to identify an opportunity in the iPhone market to provide a unique novelty app targeting Gen Y. Created web content, App Store descriptions, and social media marketing campaigns. Because the target audience for this app was younger, an edgy YouTube video was created with and comedic spin to showcase the app in action. In its month of launch, this demo video increased app sales by 25%. The EraseUrX App is available for purchase on the iTunes app store for $.99.
