Mary Prier, APR Portfolio 757-477-3476 [email protected] This portfolio provides a sampling of projects I have conceived and successfully implemented during my Marketing and Public Relations Career. I have a broad range of experience with print, digital, video and social media, as well as event-planning. I chose a variety of projects to illustrate both small-scale targeted initiatives as well as high-profile media outreach.
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MaryPrier,APRPortfolio
ThisportfolioprovidesasamplingofprojectsIhaveconceivedandsuccessfullyimplementedduringmyMarketingandPublicRelationsCareer.
Ihaveabroad rangeofexperiencewithprint,digital,videoandsocialmedia,aswellasevent-planning.
Ichoseavarietyofprojectstoillustratebothsmall-scaletargetedinitiativesaswellashigh-profile mediaoutreach.
WebsiteDevelopmentAsMarketingManageratSuperiorEquipmentSales,Inc.,oneofmyfirstprojectswascreatingandlaunchinganewwebsiteusingaContentManagementSystemthatallowsmetoupdatethecontent throughanadminsite.ThesiteincludesinteractivefeaturessuchasclassregistrationsandalinktoaneCommerce site. Italsoincludesafocusonouremployees,withabiographyandphotoofeachperson.
DigitalCommunicationsAsMarketingManageratSuperiorEquipmentSales,Icreatedandimplementedthecompany’sfirstemailmarketingprogram.Icollaboratedwiththesalesteamtogathercustomeremailaddressestodevelopadatabase. Currently, ouremailmarketingnotonlyhelpstosellproducts,butitalsocreatesasenseofcommunityamongourcustomers.
Ourcustomerswereeagertosubscribewhentheyrealizedwewereofferingone-daysalesspecialstheywouldonlyknowaboutthroughemail.Theynowregularlysignup fortrainingprogramsfromtheemailsandclickoninstructionalproductvideosandrelevantarticles.
Manycustomershavemovedmoreoftheirbusinesstousaftergettingtoknowusthroughemailmarketing.Wehavehadaminimalnumberofopt-outsandouropenratehasremainedconsistentoverthreeyearsevenaswehavegrownthecustomerbase.
MediaRelations:MadeinAmericanHouse
AsStaffVicePresidentofPublicRelationsatTidewaterBuildersAssociation,IpromotedaHomearamabuilder’sconstructionofashowcasehomeusingonlycomponents“MadeinAmerica.”Itwasanopportunity toleverageanationalmovementbeingchampionedbyABCNews.
Havingsecuredsponsorshipsfromseveralsuppliers,Icoordinateda“MadeinAmerica”DayfeaturingtheMontanabuilderwhostartedthemovement,aswellaslocalandnationalelectedofficials.
ThroughtheMontanabuilder, IconnectedwiththeABCproducer togetourbuilderexposureonABCWorldNewsTonight.(IusedaniPadtorecordaninterviewwiththebuilderandemailedittotheproducer,alongwithphotos fromtheevent.)
MediaRelations:MadeinAmericanHouse(Cont.)
Sinceweneededtrafficattheshow,localcoveragewasimportant.Apresskitcontainingtreats“MadeinAmerica”combinedwithoutreacheffortsgarneredcoveragefromallthreelocaltelevisionnetworkaffiliatesandseveralsectionsofthelocalnewspapersaswellmentionsintheirsocialmediaoutreach.
StrategicMarketing:TargetedCampaign
Apartnershipwithabroker,Mid-AtlanticInsuranceServices,allowedustotargettheirexistingcustomers(insuranceagents)withacampaignaimedatgrowingtheirbusinessaswellasBIIA’s.Postcardsandemailblastsfeaturedfacesfamiliartotherecipients.Eachpostcardfocusedonauniquesellingpropositionofthecompany.
BIIAwasasubsidiaryofTidewaterBuildersAssociationthatofferedWorkers’CompensationandGeneralLiabilityCoveragetobusinesses.BIIAturned tomydepartmentforamarketingplanandcreativematerialstogowithit.
TargetedCampaign(Cont.)
Magazines,E-Newsletters,SocialMediaandMore
AsStaffVicePresidentofPublicRelationsatTidewaterBuildersAssociation,Ioversawateamofeditors,writers,designers,aprinterandawebdeveloperchargedwithproductionofmagazinesandotherpublications,socialmedia,onlinecommunications,websitedevelopmentandmore.SomeofoureffortsareoutlinedinthispagefromanAnnualReport.
WritingSampleArticleformembershipmagazinetoincreaseawarenessofadvocacyonbehalfofhomebuildingindustry.
WritingSampleEditorialresponsewrittenforsignatureoftheTBAPresident.
PublicRelations/Collaboration:TheGlobalFriendshipHouse
WhenIwasStaffVicePresidentatTidewaterBuildersAssociation,myteamworkedonpublicrelationsforTheGlobalFriendshipHousetoraisefundsforinternationalstudenthousingatOldDominionUniversity.Itwasoneofdozensofcollaborativepartnershipsthatcombined resourceswithotherorganizationstoyieldgreaterresultsthaneitherofuscouldachieveonourown.
TheHomearama(homeshow)eventsservedasavenue fortheInternationalstudentstogainexposurebyparticipatinginacommunityeventwithculturalactivitiesandentertainmentwhiletheygaveTBAapublicrelationsangletopromote.
BrandingWhenItookoverasMarketingDirectorforBonSecoursHamptonRoads,thesystemhadrecentlymergedthreemajorhealthcareentities,eachwithitsownidentity.Ourteamwaschargedwithbringingalloftheelementsunderonebrand.Thefirstmajorcomponentofthenewbrandidentitywascreatinganewwebsiteforthecombinedsystems.
Inadditiontocompilinginformationfromacrossalloftheaffiliatedfacilities,IwasabletosecureFoundationfundingtoincorporateahealthandwellnesscontentmodule.
Branding(Cont.)OuradvertisingandpublicationsreflectedthespiritualcomponentofaCatholichealthsystem.
AfterdecadesofdelaysandlegalchallengesfromNorthCarolina,theVirginiaBeachWaterSupplyProjectwascomplete.WaterrestrictionscouldendandnewdevelopmentcouldbegininVirginiaBeach.
Asacitypublicrelationsprojectmanager,Iwaschargedwithplanningacampaignaimedatinformingthepublicofthesignificanceofthedevelopmentandcelebratingthesuccessofthosewhohadseenitthrough tofruition.
Thecelebrationbroughtlocal,state,andfederalofficials,aswellasthebusinesscommunityandcivicleaders.
ItalsobroughtextensivemediacoveragefrombroadcaststationsandnewspapersfromasfarasRichmondandRaleigh,NC.
VirginiaBeachPublicWorksstaffhelpedtosecuresupportfromthecompanieswhobuiltthepipelinetofundaspecialnewspapersectionandhostacelebrationeventattheaerationstructureinIsleofWightCounty. Thenewspapersectionincludedamapofthepipeline,ahistoryofitsdevelopmentandinformationaboutitssignificance
PublicAffairs:BroadcastJournalism
Aftertwoyearsasaprintjournalist,IlearnedbroadcastskillsonthejobasaU.S.ArmyBroadcastJournaliststationedattheAmericanForcesKoreaNetwork(AFKN).Ihadafrontseatforeverymajordevelopment,includingtheStateVisitofPresidentRonaldReagan.
Theseexperiencescreatedasolidfoundationofcommunicationsskillsevenaswenowembracethenewworldofdigitalinteractivecommunications.
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