EDUCATION
M.S., Digital Media - Abilene Christian University, 2004
B.S., Business Administration - Pepperdine University, December 1981
PROFESSIONAL EXPERIENCE
Integrated Marketing Communications
Corporate Positions 1982-1997
Fogarty Klein & Partners, Houston, Texas, a wholly-owned subsidiary of Lois USA
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
Teaching
Abilene Christian University, Abilene, Texas
Supply Instructor, 1998 - Present
• JMC 390 – Advertising Creativity and Copywriting
• JMC 391 - Media Research and Planning
• JMC 492 – Integrated Marketing Communications Campaigns
• JMC 301 - Principles of Integrated Marketing Communications
University of Alaska, Anchorage, Anchorage, Alaska
Spring 1991, Adjunct Professor
• JMC 321 - Principles of Advertising
Spring 1991, Advisor
• American Advertising Federation Competition Team
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 communications 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
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 communications
PUBLICATIONS
“Law and the Practice of Online Profiling,” Southwest Education Council for Journalism and Mass Communication Journal, Spring 2004
PROFESSIONAL OFFICES
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
1992-1997, Gold Houston Addy Awards and Gold Tellys annually
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
2004 - 2006, Marketing Partner, Eternal Threads, Abilene, TX
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
2003, Second Place, Research Paper Competition, 20th Annual Southwest Symposium of the Southwest Education Council for Journalism and Mass Communication
2002 to 2004, Member, Kappa Tau Alpha, National Honor Society in Journalism and Mass Communications
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/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)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
