Marketing Portfolio- HBearden - Copy

Heather BeardenMARKETING COORDINATORTHE VILLAGES OF BENNINGMICHAELS MANAGEMENT SERVICES

Introduction Mission

◦ Seeking Positions of Leadership and Responsibility Where I Can Continue To Accelerate My Career. Highly motivated, results-driven marketing professional, with a strong emphasis on brand management, representation, and communication, representing a consistent background composed of generating new business, building relationships, and increasing sales. Demonstrated performer with a strong work ethic and passion to develop a performance–driven culture resulting in superior outcomes.

Brand

Marketing Plans Benning

◦ 2015 Marketing Plan◦ 2015 Revised Marketing Plan:

◦ Quarters 3 & 4 ◦ 2016 Marketing Plan

Andrews◦ 2016 Marketing Plan

Marketing Campaigns:◦ Bouton Village: Save Your BAH◦ MacDonald Village: Reduced Rent◦ Move You Home Campaign

Campaign Success Bouton Village Campaign:

Save $1800 •In 2014, The Villages of Benning implemented a Leasing Incentive for Bouton Village, an underperforming neighborhood. Incoming residents had the option to choose their savings, which included a savings of either $1800 up-front or $150 per month for a 12-month lease.

•From JAN 2014-DEC 2014, Bouton Village saw a 10% increase in occupancy and experienced a net gain of 49 units.

Campaign Success MacDonald Village:

Flat Rate Campaign •In November 2015, The Villages of Benning implemented a reduced, flat rental rate, in MacDonald Village, in an effort to increase occupancy.

•Flat Rate/Month: $950 to include utilities

•From NOV 2015-MAY 2016, MacDonald Village experienced an increase in occupancy from 29%-66%, as well as a net gain of 38 units.

Campaign Success

•In 2015, the “Move You Home” campaign resulted in a total of 163 Move-ins, accounting for 9% of the total yearly move-ins.

•In Quarter 1, of 2016, the “Move You Home” campaign resulted in a total of 32 Move-ins, accounting for 8% of the total move-ins.

Internal Branding

Internal Branding

MMS Marketing

Resident Communication

Resident Communication