Success comes from employing the three Elements of Persuasion - ethos, pathos, and logos - to make your brand memorable through content marketing. It's about showing your passion, dedication, and logic behind everything you do. Creative thoughts matter.
Visit my portfolio for examples of persuasive marketing in practice.
FOUR OFFICAL UNIVERSITY LOGOS
Created University Studies Abroad Consortium (USAC) logo (2022-present); Oregon Tech state university logo (2011-present); Morrisville Mustangs state college athletic logo (2008-present); revised existing Morrisville State College state college logo (2005-2018). Created 3 branding guidelines and graphic identity packages (rules and procedures).
AWARDS
Nominated 2026 Go Abroad Innovation Award (Lofi beats). Awarded 2023 Go Abroad Innovation Award, Innovation in Marketing and Digital Media category.
IN-HOUSE MARKETING AND DESIGN
Created annual marketing campaigns for international education nonprofit, including recruitment email marketing strategies for 25,000+ annual leads, implemented digital advertising strategy, and created all marketing assets. Created (writing and design) and distributed B2B and B2C marketing material to 800 business members; internal communications for 500 university employees; and 300+ annual recruitment and marketing projects. Created (writing and design) and sent direct emails, feedback surveys, flyers, posters, and more for events, fundraisers, recruitment and enrollment.
ART DIRECTION
Provided art direction for 6 university recruitment videos. Art director for 60+ issues of Digger Magazine and Nursery Guide.
PRINT DESIGN
Designed and managed the printing of collateral material — flyers, posters, and brochures — in quantities up to 25,000 pieces.
DIRECT MAIL
Created (writing and design) and managed direct mail printing and distribution to more than 50,000 U.S. and international addresses.
DIGITAL ADVERTISING
Created and implemented strategy and delivery $10,000/month Google Ads campaigns. Created (writing and design) and scheduled the placement of ads for more than 200,000 digital impressions for national, international audiences.
WRITING/EDITING
Wrote AP-style articles and profiles (1,500-2,000 word-count limits); provided photography and layout design for stories that were distributed to more than 8,000 print subscribers.
PUBLIC RELATIONS/COMMUNICATIONS
Wrote weekly news items to email to 700 subscribers. Delivered emergency alert notifications to 250 subscribers.
TRADITIONAL ADVERTISING
Created (writing and design) print ads for daily newspapers and magazines with a 3,000-, 15,000-, and 150,000-circulation average; as well as special inserts with a 220,000-circulation.
PHOTOGRAPHY
Official photographer for 12 annual university commencements with more than 2,000 guests, plus other events.
+20 years professional experience in higher education and nonprofit marketing, communication, and public affairs offices.
Strategic content marketing and recruitment: Develops multi‑channel content strategy and recruitment campaigns for higher education and nonprofit organizations, using data‑driven insights, segmentation, and CRM workflows to increase awareness, engagement, and conversions across diverse audiences.
Creative direction and multimedia production: Leads art direction for print, digital, video, podcast, and environmental design projects. Oversees concept development, visual storytelling, multimedia production, and cross‑platform brand consistency.
Brand identity and governance: Designs and manages institutional and nonprofit brand systems, including logo development, graphic standards, typography systems, accessibility‑compliant color palettes, and organization‑wide brand guidelines.
Digital marketing, CRM and analytics: Builds and manages omni‑channel communication flows, email marketing journeys, A/B testing, segmentation lists, and targeted digital advertising campaigns. Creates dashboards for budget tracking, paid media, website analytics (GA4), social engagement, and podcast performance.
Social media strategy and community engagement: Plans and executes social media strategy across Instagram, TikTok, LinkedIn, and more. Oversees content creation, curation, scheduling, engagement, reporting, and student‑generated content programs.
In‑house agency leadership: Directs creative production pipelines for B2B and B2C audiences. Manages cross‑functional teams, freelancers, student creators, and vendors to deliver high‑quality marketing, recruitment, and public‑facing content.
Graphic design and visual communication: Produces logos, illustrations, infographics, publication layouts, digital ads, environmental graphics, and campaign collateral. Expert in Adobe Creative Cloud and visual hierarchy, composition, and typography.
Photography & Video: Provides event, portrait, and editorial photography; directs video editing and multimedia storytelling for marketing campaigns and institutional communications.
Print production and publication design: Manages end‑to‑end print workflows including prepress, proofing, press checks, catalog layout, magazine production, direct mail campaigns, and large‑scale advertising.
Web & Digital Publishing: Designs and maintains website content, landing pages, and digital publications with attention to layout, UX, accessibility (WCAG), and SEO‑aligned content strategy.
Writing and editorial: Writes and edits AP‑style articles, recruitment messaging, blog content, email campaigns, advertising copy, onboarding communications, and news updates.
Leadership, management and operations: Supervises staff, student workers, and freelancers; manages budgets; leads department operations; triages projects; builds workflows; and coaches teams toward high‑quality creative and strategic outcomes.
Adobe Creative Cloud: +20 years experience, Windows and Mac platform.
Photoshop
Illustrator
InDesign
Principles of Design: Alignment (Balance, Symmetrical, Asymmetrical, Radial, Pattern); Emphasis/ Focal Point (Contrast, Isolation, Placement); Rhythm (Color, Shape, Texture, Fonts); Composition (Hierarchy, Proximity, Grid, While Space).
Print and digital production: Prepress, printing processes, color mode, resolution, pixel format, vector format, paper choice.
Teaching and mentorship: Emphasis on effective content, structure, tone, and visual format for both internal and external communication. Focus on various commonly occurring business documents achieving effectiveness in design, organization, content, and style when applying current design principles. Search tips for downloadable fonts, stock photography, open-source images, color scheme generators.
Brand strategy and identity
Brand assessment, development, and management
Brand audits for visual identity, messaging, and accessibility
In‑house marketing and design leadership for nonprofit and higher‑education organizations
Creative direction and design
Graphic design, illustration, infographics, and multimedia production
Campaign art direction for print, digital, video, and environmental/space design
Logo design, corporate identity systems, and graphic standards manuals
Marketing and communications
Strategic content marketing plans, editorial calendars, and communication frameworks
Recruitment and retention initiatives for colleges, universities, and nonprofit foundations
Marketing campaign launches, advertising schedules, and placement strategy
Social media consultation: planning, content creation, engagement, analytics
Research and insights
Case studies, persona development, and focus group moderation
Market research, audience segmentation, and competitive analysis
Writing and editorial
Professional communications and AP‑style writing for magazines, newsletters, and digital publications
Marketing collateral writing, testimonial collection, and copy editing
Press releases, media advisories, and newsroom content
Community relations, news media coordination, and crisis communications
Leadership and operations
Executive presentation skills and stakeholder communication
Staff leadership, coaching, and budget authority
In‑house creative team management for B2B/B2C audiences
As a productive ISTP-T personality with added leadership skills for strategic planning, Bill reaches measurable results. As a leader, he employs a democratic style that empowers team members to motivate their own productivity, while accomplishing strategic goals. The quality of his guidance and management has led to his appointments to notable positions on councils, staff positions, and a governance board.
