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 315

Education

• M.S., Digital Media - Abilene Christian University, 2004
  Thesis: “Nonprofit Organization Web Sites as Advertising: A Comparative Analysis of Function, Audience and Message Strategy”
  
• B.S., Business Administration - Pepperdine University, December 1981

Professional Experience

Teaching

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
•    Media Issues
•    Visual Media
•    Advisor, JMC Student-Run Ad/PR Agency Lab

University of Alaska, Anchorage, Anchorage, Alaska
Spring 1991, Adjunct Professor 

• JMC 321 - Principles of Advertising
• Advisor, American Advertising Federation Competition Team

Corporate Positions 1982-1997

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

Responsibilities:
As above.

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:

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

Sample Accomplishments:

• Negotiated reduction in packaging and duplication costs
• Developed the company’s most profitable direct mail piece
• Secured marketing and distribution rights to the University of  Alaska exercise video series

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

Sample Accomplishments:

• Prepared presentations to pitch accounts; 50% success record
• Established strong client and inter-departmental rapport

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

Training

Fogarty Klein & Partners

• Designed and presented account management training classes in presentation skills, organizing your work, building client and interdepartmental relationships, how to respond to common client questions/concerns 
• Developed interdepartmental training program for interns

The Hively Agency

• Designed and implemented training program for account managers

Mystrom Advertising

• Designed and administered new employee training program

  

Consulting
Zachry Associates, Abilene, Texas
1998 - 2000

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

MD Enterprises, Houston, Texas
1996 - 1997

• Provided strategic messaging direction

   
Bering Drive Christian School, Houston, Texas
1997

• Developed a marketing plan

   
Image Impact, Anchorage, Alaska
1991

• Prepared integrated marketing communication plans
• Advised on various IMC issues

  
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

 

Video Producer
Alaska Video Publishing
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 Techniques

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 and Eternal Threads

   
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 integrated marketing communication

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

Professional Offices
2009 – Present, American Advertising Federation Abilene, Board Member
1992-1997, Houston Advertising Federation, Addy’s Committee Co-chair
1983-1991, Advertising Federation of Alaska, Board of Directors
First Vice President, 1990
Education Committee Chair, 1987-1988

Professional Awards and Honors
2007, 2008, Student Addy Gold awards
2003, Second Place, Research Paper Competition, 20th Annual Southwest Symposium of the
Southwest Education Council for Journalism and Mass Communication
1996, Greater Houston Builders Association, Print Ad and Print Campaign of the Year
1995, Greater Houston Builders Association, Sales Promotion of the Year
1994, Greater Houston Builders Association, TV Campaign of the Year
1994, Food Marketing Institute, Supermarket Advertising, Best of Show
1990, Nominated for Alaska's Advertising Professional of the Year
1987, PRSA Award of Excellence for direct mail campaign
1984-1991, Gold Alaska Addy Awards “Bonnies” annually
1983, Effie Award for Advertising Effectiveness

Community Involvement/Public Service
2009 – Present, Eternal Threads, Board Member
2004 - 2006, Marketing Partner, Eternal Threads, Abilene, TX
Developed and implemented a comprehensive marketing program and marketing communication materials:

• Devised the primary sales strategy and created support materials
• Wrote and directed a DVD presentation to tell the Eternal Threads’ story
• Facilitated the design of the organization logo
• Wrote and coordinated production of the brochure and web site updates
• Implemented e-mail newsletter communication with customer and support base

2004 - Present, Co-Teacher, Adult Bible Class, Highland Church of Christ, Abilene, TX
2002–2005, Board member, ACU Press, Abilene, TX
2001–2002, Co-Chair, Women’s Roles Focus Group Team, Highland Church of Christ, Abilene, TX
1996-1997, Board member, Small Steps Nurturing Center, Houston, TX, 
Developed image package, coordinated publicity for fundraisers
1995, Produced fundraising video, Christian Children’s Network, Houston, TX
1992-1997, IMC advisor to End Hunger Network, Community Partners & others, Houston, TX
1995-1996, Teacher, Bering Drive Church of Christ high school class, Houston, TX
1996-1997, Guest speaker on the subject of prayer, Bering Drive Church of Christ adult classes and women’s Bible study, Houston, TX
1994-1995, Worship Planning Committee, Bering Drive Church of Christ, Houston, TX
1993, Christian Community Service Center, Houston, TX, volunteer
1986-1989, Beans Café, Anchorage, AK, volunteer


Education Honors
2002 to 2004, Member, Kappa Tau Alpha, National Honor Society in Journalism and Mass Communication
1981, Who’s Who in American Colleges and Universities


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

Tourism/Attraction

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)

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

QSR
McDonalds

Restaurants
Pacific Rim Restaurant Group

Real Estate 
The Woodlands
Quadrant Development

Transportation
MarkAir
Alaska Railroad

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

Other
Arctic Regional Corp.
Frank B. Hall Insurance