Experience
strategic communications supervisor - two rivers marketing (agency)
june 2019 - present
• Develop and execute content strategy for clients in construction, renewable energy, manufacturing and other industries
• Write for websites/blogs, niche publications, social media, case studies/white papers, emails, video scripts and more, keeping SEO, lead generation and thought leadership top of mind
• Measure and report on the results of those efforts, demonstrating ability to meet and exceed KPIs
• Lead trade and mainstream media relations for clients, fostering relationships that increase odds of future coverage
• Helped launch and continue to serve on diversity, equity and inclusion committee
–
marketing specialist - mercycare community physicians
April 2015 - may 2019
• Developed integrated marketing strategies to grow and retain patient base at 25 clinics – included digital and traditional media, content creation, social media, online listing management and more
• Wrote health articles that were consistently the most-clicked content in the monthly e-newsletter; assisted with web content management and quarterly magazine content
• Proposed, developed and executed operational changes, including a patient reminder program that saw a 39% response rate in its first year, generating nearly $2 million
• Built target audiences and marketing campaigns in a CRM; tracked and reported on results
–
public relations & communications specialist - hellman (agency)
February 2013 - April 2015
• Developed and executed public relations strategies for a variety of clients – included media relations, social media, content creation, event planning and execution
• Supported marketing strategists on proposals, RFPs, blog posts and other writing projects
• Planned, promoted and executed events for founder's nonprofit, Build Our Ballpark
• Executed internal events and coordinated company’s charitable giving
–
writer & creative strategist - mudd advertising (agency)
March 2011 - February 2013
• Worked with clients and colleagues to develop advertising strategies and creative direction
• Wrote scripts/copy for television, radio, video, email and direct mail
• Collaborated with on-camera and voice talents as well as the production crew to execute scripts
• Supported the internal marketing team with blog posts and other content to promote the agency
–
communications & admissions assistant - des moines art center
October 2009 - March 2011
• Communicated information on exhibits, events, etc. to visitors and callers
• Monitored media coverage and created a monthly summary for the Board of Directors
• Updated the website; managed the box office for events; assisted in the gift shop
–
co-founder & creative consultant - green ladder creative, llc
June 2008 - May 2014
• Freelanced writing/editing, public relations, marketing, event planning, graphic design and advertising for a variety of small business clients
EXPERTISE
InterestS
LEARNING
BRAINSTORMING
COLLABORATING
OPEN MINDEDNESS
PROBLEM SOLVING
STRENGTHSFINDER
TOP 5
EMPATHY
DEVELOPER
ADAPTABILITY
POSITIVITY
INTELLECTION
Education
bachelor of arts - WARTBURG COLLEGE
Major: Communication Arts
Emphases: Public Relations, Print Media
Minor: Organizational Leadership
PORTFOLIO
feature story & video script writing
We all know how influential a good customer success story can be. When Volvo Construction Equipment learned of a 14-year-old using their demolition excavators for his own business, we jumped on the opportunity to showcase his unique perspective on the equipment’s effectiveness. A freelance video team conducted on-site interviews and captured B-roll footage, then handed it over to Two Rivers. I sifted through the footage to create a written story and a script from which our video editor worked. Three major trade publications picked up the story and video for a combined potential reach of 150,000. Volvo also used the pieces in several integrated campaigns.
educationAL CONTENT & SEO
Hot topics like climate change and renewable fuels require a high degree of education for customers - or the general public - to get on board. Renewable Energy Group knows there are misconceptions about their products, which is why I utilize the SEO keyword research our digital team provides to write monthly web articles that their various audiences may be looking for. Here are two high-performing examples, which also served as the basis for social media posts, trade pub blog posts and more.
social media content
A well-thought-out social media presence and strategy is a must. And it can’t just be product promotion or patting yourself on the back. Social media is meant to be interactive, demonstrate your “why” and share knowledge. As one example of that, here are coordinated Facebook, Twitter and Instagram posts for REG where I worked with a designer to animate an infographic from their annual environmental, social and governance (ESG) report to explain how significantly their products reduce emissions. This report is a big deal in their industry, and these posts were a great way to simplify the information.
tracking & reporting
Prior to my years there, MercyCare did not track what patients did in response to a doctor’s departure, meaning they risked an average downstream value of $300 per year per lost patient. I took my analysis and a proposed process to senior leaders, implemented a new communication flow, and increased the average retention rate by more than 20%.
For Volvo Construction Equipment, proving the value of their PR budget has been a little more automated but no less complicated. I use Meltwater to tag placements and generate share of voice charts and integrate that info into a customized monthly report. Here is a sample page.
CONTENT COORDINATION
In 2017, MercyCare’s diabetes specialist needed a boost in visibility. First, I coordinated a photoshoot with real patients to show off her ability to tailor visits to each patient's needs. Armed with new assets, I separated an existing copy-heavy piece into two distinct-yet-coordinated brochures. I also revamped her web content and co-wrote an article with her to submit to area publications, establishing her as an expert. Within a year, the Diabetes Center saw a 41% increase in the average number of appointments per month and a 51% increase in unique patients.
event EXECUTION
The Cedar Valley SportsPlex opened in early 2013 to great fanfare and excitement. Dreamed up by city leaders and community members, more than $26 million dollars went into this state-of-the-art facility. I worked with local media to document and promote the process, from city council meetings to fundraisers to groundbreaking to a truly grand opening with hundreds of attendees. The morning it opened, I managed two TV stations' live broadcasts throughout the facility. That evening, I managed the ribbon cutting ceremony, tours for the public, prize drawings and - yep - more media coverage. The SportsPlex hit its first-year membership goal in just over six months.
media relations
Earned media coverage is one of the most sought after achievements of any marketing pro. I’ve written and pitched press releases, bylined articles and features to all types of media outlets, and I understand what editors are looking for. Here are two recent examples: A bylined article for Volvo Construction Equipment establishing them as an industry leader in electric equipment (which reached about 169,000 readers) and an explainer on the biodiesel tax credit to establish Renewable Energy Group as a partner to truck stop owners/operators.
podcast / video series coordination
Podcasts and episodic online video are all the rage, and getting a subject matter expert in front of your key demographic is a major victory. I’ve enjoyed using my media relations background to coordinate several podcast/video series appearances for Volvo Construction Equipment and Renewable Energy Group experts.
email marketing
Email is a foundational marketing tactic that many companies still find effective. I’ve written copy, built emails in Salesforce and coordinated lists for several clients. In my time at MercyCare, the health topic articles I wrote became the highest-performing segments of the monthly e-newsletter. Here are a couple snapshots of more recent work.
technical content
When CPM came to Hellman for their new website, my job was to cull pages upon pages of specs, jargon and technical information into a polished, user-friendly website. Alongside a designer, a web developer and the account manager, we built CPM a clean, responsive site that allowed their products to shine via simpler navigation, clarified information based on SEO, value-add downloads and clear calls to action so their sales reps could close the deal.
INTEGRATED CAMPAIGNs
This annual campaign for MercyCare was originally created to drive patients in for flu shots. Now that people can get flu shots at the grocery store, I adjusted the messaging to focus on prevention and where to go if you do get the flu. I wrote copy, worked with a designer on the creative direction, executed Facebook paid and organic content, distributed flyers to clinics and businesses, shared internal messaging throughout the health system, sent a MyChart message to patients on behalf of their providers and - as a first for MercyCare - worked with our designer on an animated video that was sent to schools and even shown in a local movie theater to help kids get on board with fighting the flu.
a little more about me
I've always loved to write and doodle and daydream and learn, and I've carried those passions with me down an interesting career path. From learning the value of hard work on a dairy farm to helping visitors learn about multi-million dollar works of art; from writing car commercials to fundraising for baseball fields; from navigating the intricacies of the healthcare industry to digging into the construction industry... I've done a lot in my career thus far, which has shaped me into a well-rounded marketer and student of the world. If there is a way to use my writing, marketing, public relations, project management, or event planning skills to help others, count me in. I love checklists, calendars, and folders. I care deeply about the people in my life. I'll try just about anything once.
Looking for someone like me? I'd love to chat!