In January 2019, I took the opportunity to restructure and rebrand the membership tiers. I increased prices by over 40%, streamlined membership options, increased flexibility, and ramped up communication with the current and potential member bases.
New collateral was created that highlighted diversity while staying true to the feel of traditional membership marketing.
Revenue goals were exceeded by 36% and membership base grew by 22%
In anticipation of the Zoo’s $9 million African Forest exhibit grand opening, a membership sales campaign was built around the return of gorillas. Strictly digital, goals were reached with social media, both organic and paid, and less than $3 thousand in banner placements. In years past, a hefty campaign was hosted that costs upward of $20 thousand.
August revenue exceeded $110 thousand for the first time in Zoo history, with a $22 thousand increase over the previous record.
In the dynamic world of event management, I've carved a niche for myself as a seasoned professional with a keen eye for detail and a passion for creating unforgettable experiences. Over the years, I've honed my skills across a spectrum of settings, from large-scale educational conferences to intimate member-focused gatherings.
National Association for Proton Therapy (NAPT):
During my tenure at the National Association for Proton Therapy (NAPT), I had the privilege of spearheading the planning and execution of our flagship educational events. These gatherings, catering to over #50 attendees annually, served as a cornerstone of our industry, providing a platform for knowledge exchange, networking, and innovation. Through strategic marketing initiatives and targeted outreach efforts, I played a pivotal role in driving year-over-year growth in both attendance and sponsorship revenue. By cultivating meaningful partnerships with key stakeholders, I not only elevated the profile of our events but also enhanced the overall value proposition for our participants and sponsors alike.
Jacksonville Zoo and Gardens:
Transitioning from the realm of medical conferences to the enchanting world of zoological events, I found myself at the Jacksonville Zoo and Gardens, where I embraced the challenge of creating engaging experiences for our valued members and supporters. Whether it was orchestrating exclusive behind-the-scenes tours, hosting educational workshops, or curating special events within the lush confines of the zoo, my goal was always the same: to foster a sense of community and appreciation for the wonders of nature. Through strategic programming and personalized outreach efforts, I not only enhanced member satisfaction but also contributed to the sustained growth and vitality of the organization.
Zoom Webinars and Digital Engagement:
In the wake of technological advancements and shifting consumer preferences, I recognized the importance of embracing digital platforms to extend the reach and impact of our events. Leveraging the power of Zoom webinars, I spearheaded a series of educational sessions and virtual gatherings, catering to sponsors, partners, and our dedicated membership base. From conceptualization and scheduling to marketing and execution, I ensured that each webinar was a seamless blend of informative content and interactive engagement, driving meaningful connections and knowledge-sharing opportunities in a virtual landscape.
Key Skills and Expertise:
Event Strategy and Ideation: I thrive on the creative process of conceptualizing and designing impactful events that resonate with audiences and achieve organizational objectives.
Logistics and Operations Management: With a meticulous approach to scheduling and logistics, I ensure that every aspect of an event, from venue selection to catering arrangements, is executed flawlessly.
Marketing and Promotion: Through strategic marketing campaigns and targeted promotional efforts, I drive awareness and engagement, maximizing participation and sponsorship opportunities.
Sponsorship Acquisition and Relationship Management: I excel in cultivating strong partnerships with sponsors and stakeholders, negotiating mutually beneficial agreements, and delivering value-added opportunities for all parties involved.
Digital Event Management: From webinar planning and platform selection to audience engagement and post-event analytics, I leverage digital tools and technologies to enhance the effectiveness and reach of our events in an increasingly virtual landscape.
As the “Zoo Spokeswoman,” I was integral for communicating the good and the bad for the five years. From births to deaths, from exciting accomplishments to crisis communications, I have shaped the story of the Zoo.
I’ve worked with local reporters, national outlets, influencers, and travel writers to develop multiple successful PR initiatives and media relations. The earned media value has exceeded placement goals and public perception of the Zoo has trended positive.
Additionally, I train and coach staff in media relations and public speaking.
At Ackerman Cancer Center, focus continued on press releases and I serve as an industry expert at business development events such as Health of Your Practice.
Comfortable using various channels to best communicate institutional needs with experience managing social media platforms, monthly emails and blogs, a quarterly magazine, press releases, internal communications, and various CMS.
I have experience in grant writing, medical terminology, and executive-level communication.
Brand management and spearheading campaigns falls within my expertise. I work closely with our design agency and in-house graphic designers. I know when to adhere to the strictest brand guidelines and when to have fun with design. I have an eye for detail and enjoy the entire process.
I’ve successfully managed budgets of a combined $1 million. I believe in marketing creatively and with purpose.
Social media has become the most important tool in a communicator’s belt. We can communicate quickly and effectively. Pairing social testimonies, amplifying PR, and directly targeting audiences are just a few of the ways social media has become the backbone of nimble marketing.
At the Zoo, I was responsible for coordinating all social media channels and spearheaded tasks including content creation, copywriting, photography, and video. In three years, Facebook followers increased by 179% and I grew YouTube from 425 followers to 4.2 thousand.
At Ackerman Cancer Center, Facebook grew 46% within six months. LinkedIn is now used for B2B connection and business development.
