Joyce Haley

Phone: 325-674-2026
Fax: 325-674-2139
E-mail: haleyj@acu.edu
Post address:
ACU Box 27892
Abilene, Texas 79699
Office: Don Morris 308

Joyce Haley is the faculty advisor for Morris & Mitchell, ACU’s student-run ad/pr agency. She launched Morris & Mitchell in 2008 to provide hands-on, real-time agency experience for ACU’s AD/PR majors. Positioned within the curriculum as a required lab, students manage projects, client relations and agency operations under professional supervision.

A full-time faculty member since 2007, Joyce was voted ACU Teacher of the Year in 2013.

During an adverting agency career that spanned sixteen years, Joyce worked in account management and strategic planning for a wide-range of clients in tourism, retail, oil and gas and finance. Her most recent agency position was VP, Group Account Director for FKM, a large regional agency based in Houston, Texas.

Following her agency sojourn, Joyce developed marketing strategies, created brand images and crafted marketing communication programs for social entrepreneurial organizations working in international development. In this capacity, she has found herself far off the beaten path in remote villages in Madagascar, Honduras, Thailand, and several other countries.

Joyce Haley has been a member of AAF for nearly thirty years, has received numerous ADDY awards, including those earned by Morris & Mitchell, and currently serves on the AAF Abilene board.


Education

Masters of Science in Digital Media, Abilene Christian University, 2004.

  • Thesis: “Nonprofit Organization Web Sites as Advertising: A Comparative Analysis of Function, Audience and Message Strategy”

Bachelor of Science in Business Administration, Pepperdine University, December 1981.

Teaching and Professional Experience

Abilene Christian University, Abilene, Texas

Instructor, Journalism and Mass Communication, 2007 – Present

Supply Instructor, 1998 – 2007

Courses taught:

  • Principles of Advertising
  • Ad/PR Media Planning
  • Ad/PR Campaigns
  • Advertising Creativity and Copywriting
  • Advisor, Morris & Mitchell Student-Run Ad/PR Agency Lab
  • Media Issues
  • Visual Media
  • Special Topics: Marketing Communication for Nonprofits

Courses created:

  • JMC 440 Marketing communication for Nonprofits
  • JMC 348 Principles of Advertising
  • JMC 321 Student Agency Lab

University of Alaska, Anchorage, Anchorage, Alaska

Spring 1991, Adjunct Professor

  • JMC 321 - Principles of Advertising
  • Advisor, American Advertising Federation NSAC Competition Team
Marketing Communication Corporate Positions and Experience

Fogarty Klein & Partners
Houston, Texas

  • 1997 Sr. Vice President, Group Account Director
  • 1995-1996 Vice President, Account Supervisor
  • 1993-1994 Account Supervisor

Responsibilities:

  • Developed marketing and advertising strategies for accounts billing in excess of $40 million
  • Directed staff in implementing advertising plans and supervising conception and production of multimedia campaigns and materials
  • Selected, supervised, and trained account staff including two off-site service offices
  • Led account group in developing strategy and creative for reimaging campaigns
  • Concepted and implemented sales promotions, sports and charitable sponsorships, and media strategies
  • Designed database marketing programs including loyalty card, competitive blunting, and customer retention efforts
  • Co-created Hispanic marketing programs
  • Established and maintained strong client relations
  • Set and achieved account profitability targets
  • Served on the agency management team

Clients:

  • Eagle Food Centers – 90-store supermarket chain, Illinois, Iowa, Indiana
  • Randalls Food Markets, Inc. – 130-store supermarket chain, D/FW, Austin, Houston
  • Houston Cellular – 750,000-customer cellular phone company
  • Bank United – regional bank with branches throughout Texas and Oklahoma
  • The Woodlands Corporation – commercial and residential developer of The Woodlands, Texas, population 50,000
  • Space Center Houston –visitor center and attraction for NASA
  • Greater Houston Convention and Visitors Bureau
  • PULSE EFT Association – provider of ATM technology/equipment for 10-state region

Sample Accomplishments:

  • Increased profitability of assigned accounts by average of 25%
  • Developed leading edge database shopper loyalty program (over one million active members)
  • Led team development of brand positioning which resulted in awareness increase of 200%
  • Managed agency-wide internship program

The Hively Agency
Houston, Texas            

1992 Account Supervisor

Clients:

  • Memorial HealthCare System – six-hospital system
  • St. Luke's Episcopal Hospital – internationally recognized teaching and research hospital in the Texas Medical Center
  • KPRC TV – NBC Affiliate for Houston, Texas
  • Moody Gardens – 500,000 annual attendance, visitor attraction, Galveston, Texas

Sample Accomplishments:

  • Served on Agency Executive Committee with responsibility for new business development and the company business plan
  • Developed basic account management tools – the creative brief, job descriptions, performance review process and forms

Alaska Video Publishing
Anchorage, Alaska 

1989-1991 Director of Marketing

Responsibilities:

  1. Planned and implemented national marketing of travel videos
  2. Supervised sales force, produced packaging, POP materials, catalogs, brochures, and multi-media advertising 
  3. Staged promotions with various partners including Delta Airlines
  4. Designed individual retailer programs and public relations campaigns 
  5. Researched and analyzed market and sales trends

Mystrom Advertising
Anchorage, Alaska (member AAAA, Alaska's largest agency)

1987-1988 Director of Account Services
1984-1986 Account Executive           

Responsibilities:

  • Directed the account service staff
  • Supervised all aspects of the agency's account service functions
  • Managed advertising accounts over a wide range of industries
  • Established annual and project budget and timelines
  • Served on a team that set policies and developed strategic plans for the agency

Clients:

  • Oil and Gas – Alaska Oil and Gas Association, Chevron, Exxon
  • Tourism – Alaska Division of Tourism w/Foote Cone & Belding, Hotel Captain Cook a Preferred Hotel Worldwide, Fairbanks and Anchorage Convention and Visitors Bureaus
  • Banking – National Bank of Alaska – One of the nation’s largest independently-owned banks
  • Retail – Pacific Rim Restaurant Group, The Office Place, Big Rays Sporting Goods
  • Strategic Planning – Alascom – Alaska’s AT&T, MarkAir – Alaska’s largest airline,The Alaska Railroad Corporation, ASRC – an Alaska Native Corporation

Mystrom Advertising
1983-1984 Research Director
1982 Research Associate 

Responsibilities:

  • Managed survey research projects for clients, including Alaska's largest bank and airline, Proctor & Gamble, and McDonalds 
  • Tasks included instrument design, coordination of field work, analysis of data, writing of technical reports, and administration of research department activities 
Consulting

Eternal Threads
2005-2012

  • Developed and implemented a comprehensive marketing program and marketing communication materials:
  • Devised the primary sales strategy and created support materials
  • Creative and strategic direction of the logo and brand image development
  • Directed the design, content and information architecture for the website
  • Wrote and coordinated design and production of the brochure
  • Implemented e-mail newsletter communication with customer and support base
  • Directed the design and development of a blog. Edited blog content
  • Provided ongoing marketing communication advice

Red Thread Movement
2010-2012

  • Developed the message strategy and brand position 
  • Wrote copy for collateral materials
  • Guided the development of the logo, brochures, poster and other collateral materials
  • Directed the design and development of a ten-part presentation kit and edited contents

Freedom Stones
2010

  • Provided creative and strategic direction for logo and website development

Zachry Associates
Abilene, Texas

1998 – 2000 

  • Designed a strategic planning program for the agency
  • Conducted strategic planning sessions
  • Prepared marketing communication plans
  • Video Producer
Video Producer

Eternal Threads
2005-2012

  • Wrote, directed and produced a promotional video. Worked with PBS documentary producer Brittany Huckabee who shot and edited the video. Traveled to Thailand and Madagascar to create the piece.
  • Produced videos featuring Eternal Threads’ partners in Ghana and Nigeria. Experimented with the usability of the iPhone and the Flip for simple in-the-field recording.

Alaska Video Publishing
Anchorage, Alaska 

1989-1991

  • Produced three original 30-minute videos
  • Tour Alaska: Great Alaskan Vacations
  • The Wonders of Prince William Sound: Alaska’s Marine Paradise
  • Illusionary Dressing Technique
Market Research 

Randalls Food Markets, Inc.

  • Conducted primary and secondary research on customer loyalty card programs in the supermarket industry 
  • Prepared a written report and recommendation 
  • Served on the task force to design and implement their Remarkable Card program 

Mystrom Advertising, Craciun & Associates, Freelance

1984-1991, Focus Group Moderator
1984-1998, Focus Group Results Analyst
1982-1984, Quantitative Research Design and Analysis

  • Moderated and analyzed qualitative research groups for corporations, political candidates and social issue groups
  • Initiated the design of the Alaska Lifestyles Study, proprietary quantitative study of Alaskan’s values and lifestyles
  • Designed and implemented original quantitative studies utilizing a range of methodologies

Pepperdine University

1981, Research Assistant to Vice President of University Affairs

  • Conducted secondary research in two areas - 1) the expanding role of women in corporations and, 2) the establishment of an MBA program in Europe
Presentations and Publications

Presentations

“Law and the Practice of Online Profiling,” Southwest Symposium, Southwest Education Council for Journalism and Mass Communication, November 6-7, 2003

“Justice in a Cup of Joe: Christian Involvement in the Emerging Fair Trade Movement,” Abilene Christian University Lectureship, February 2006

Hendrick Health System Annual Volunteer Luncheon, Bering Drive Church of Christ Women’s Retreat, Abilene Christian University College of Business Administration and Department of Political Science, 2005 – 2006

  • Speaker on the subject of the international fair trade movement

Rice University; University of Houston; Houston Baptist University; Alaska Pacific University; University of Alaska, Anchorage; various high schools

1985-1998

  • Speaker/presenter on the subject of advertising and marketing communication

Publication

“Law and the Practice of Online Profiling,” Southwest Education Council for Journalism and Mass Communication Journal, Spring 2004

Invited Panelist

“Teaching the Ad/PR Campaigns Course,” Association of Education in Journalism and Mass Communication, 2012 National Conference

“Best Practices in Convergent Media Education for Small Programs: The Student-run Ad/PR Agency,” Association of Education in Journalism and Mass Communication (AEJMC), 2010 National Conference, Denver, Colorado, August 3-6

University and Department Service and Additional Responsibilities

JMC Department

  • Direct and manage Morris & Mitchell, student-run ad/pr agency, 2009 - present
  • Planned and established the student-run ad/pr agency. Researched other programs and elected to use a curricular-based model. Designed and remodeled space. Secured funding. Implemented accounting and other systems. Directed the branding and a grand opening event with national media coverage, 2007 - 2008
  • Ad/PR Curriculum Review Committee, 2007 - 2008
  • Facilitated the implementation of the revised ad/pr curriculum, 2008 - 2009
  • Actively participated in the research and writing of the ACEJMC accreditation self-study, 2011- present
  • Advised honors research projects, Kelsi Williamson 2010, Samantha Sutherland 2011, Taylor Edwards 2012
  • Facilitated students’ entry into the local ADDY (American Advertising Federation) creative awards, directing the development of the ads they entered. Students won Gold and Silver awards in several categories annually, 2007 – present. Student Best of Show, 2008, Silver award at the District level, 2009. Professional Silver and a special judges award for Best Big Idea, 2012
  • Faculty advisor, student chapter of the American Advertising Federation, Abilene Christian University, 2007-present
  • Advise Ad/PR majors in career planning (1997 – present)
  • Direct students in coordinating the Gutenberg dinner and Senior Sanctuary, 2009 - present
  • Directed students in ad/pr projects for other ACU entities – Springboard Challenge, the grand opening of the AT&T Learning Studio and the marketing department, 2010 - 2012 

University Service

  • College of Arts and Sciences Academic Council, 2011 - present
  • University Library committee, 2011 - present
  • Pope Fellows application review committee, 2012 – present
  • Faculty advisor, the Red Thread Movement ACU campus chapter, 2010 - present
  • Presidential Transition Team communication committee, 2009
Professional Service
  • Board of Directors, American Advertising Federation, Abilene, 2009 – Present
  • Secretary, 2011
  • ADDY Awards Judging and Gala Chair, 2010
  • ADDY’s Committee Co-chair, Houston Advertising Federation, 1993
  • Board of Directors, Advertising Federation of Alaska, 1983-1991
  • First Vice President, 1990
  • Education Committee Chair, 1987-1988
Education Honors
  • Second Place, Research Paper Competition, 20th Annual Southwest Symposium of the
  • Southwest Education Council for Journalism and Mass Communication, 2003
  • Member, Kappa Tau Alpha, National Honor Society in Journalism and Mass Communication
  • Who’s Who in American Colleges and Universities, 1981
Professional Awards and Honors
  • Service Award, September 2007, Eternal Threads
  • Greater Houston Builders Association, Print Ad and Print Campaign of the Year, 1996
  • Greater Houston Builders Association, Sales Promotion of the Year, 1995
  • Greater Houston Builders Association, TV Campaign of the Year, 1994
  • National Food Marketing Institute, Supermarket Advertising, Best of Show, 1994
  • Nominated for Alaska's Advertising Professional of the Year, 1990
  • PRSA Award of Excellence for direct mail campaign, 1987
  • Gold Alaska ADDY Awards annually, 1984-1991
  • Effie Award for Advertising Effectiveness, 1983
Community Involvement/ Public Service
  • Board of Directors, Eternal Threads, Chair 2011, Member 2009 - 2012
  • Select local not-for-profit groups to be the clients of the Ad/PR Campaigns class. Deliver a comprehensive ad/pr campaign, 2007 – present
  • Medical Care Mission program branding, 2009
  • Sanctuary Home for Children, volunteer, 2009 - present
  • Co-Teacher, Adult Bible Class, Highland Church of Christ, 2004 - 2012
  • Board of Directors, ACU Press, 2002–2005,
  • Co-Chair, Women’s Roles Focus Group Team, Highland Church of Christ, 2001–2002,
  • Board of Directors, Small Steps Nurturing Center, 1996-1997,
  • Christian Children’s Network, produced fundraising video, 1995
  • IMC advisor to End Hunger Network, Community Partners & others, 1992-1997
  • Teacher, Bering Drive Church of Christ high school class, 1995-1996,
  • Guest speaker, Bering Drive Church of Christ adult classes and women’s Bible study, 1996-1997,
  • Worship Planning Committee, Bering Drive Church of Christ, 1994-1995,
  • Christian Community Service Center, volunteer, 1993,
  • Beans Café, volunteer, 1986-1989 
Advertising Client Summary by Industry

Oil and Gas  

  • Alaska Oil and Gas Assoc.
  • Chevron
  • EXXON

Medical

  • St. Luke’s Episcopal Hospital
  • Memorial HealthCare System

Banking

  • Bank United
  • National Bank of Alaska
  • PULSE EFT Assoc.

Retail

  • Randalls Food Markets
  • Eagle Food Centers
  • The Office Place
  • Big Rays Sporting Goods

Communications

  • Houston Cellular
  • Alascom
  • KPRC, TV, Houston
  • KEAG, Radio, Anchorage

Transportation

  • MarkAir
  • Alaska Railroad 

Tourism/Attractions     

  • Greater Houston CVB
  • Alaska Division of Tourism (with Foote, Cone & Belding)
  • Moody Gardens
  • Space Center Houston
  • Fairbanks CVB
  • Anchorage CVB
  • Hotel Captain Cook (Preferred Hotels Worldwide)

QSR

  • McDonalds 

Political Candidates

  • Wally Hickel for Governor of Alaska
  • Arliss Sturgelewski for U.S. Senator
  • Rick Mystrom for Mayor of Anchorage, Alaska

Real Estate 

  • The Woodlands
  • Quadrant Development

Restaurants

  • Pacific Rim Restaurant Group 

Other

  • Arctic Regional Corp.
  • Frank B. Hall Insurance
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