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 NOTABLE LOGOS
Created University Studies Abroad Consortium (USAC) logo (2022-ptrdrny); 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).
IN-HOUSE MARKETING AND DESIGN
Created (writing and design) and distributed B2B and B2C marketing material to 800 business members; internal communications for 500 university employees; recruitment and Admissions materials for 25,000+ prospective student contacts. Created (writing and design) and sent direct emails, feedback surveys, flyers, posters, and more for events, fundraisers, recruitment and enrollment.
ART DIRECTION
Art director for 60+ issues of Digger Magazine and Nursery Guide. Provided art direction for 6 university recruitment videos.
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 (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.
+15 years professional experience in higher education and nonprofit marketing, communication, and public affairs offices.
In-House agency experience for B2B/B2C audiences.
Strategic planning: Marketing campaigns, ad scheduling, event communications.
Art direction: Print and digital publications, video and multimedia production, website, social media, environmental/space design.
Brand management: Corporate identity design, graphic standard manuals.
Inbound marketing: Content creation, email marketing, digital advertising, online radio, terrestrial radio.
Graphic design: Logo design, art, illustration, image manipulation/retouching, infographics.
Photography: Digital photography, event photography, portrait photography, digital editing.
Print production: brochures, poster design, ad design, display advertising, business cards, invitations, catalog layout, flyers, etc.
Online publishing: Website development/design. social media strategies for Facebook, Twitter, Instagram, Snapchat, etc.
Writing: AP style articles, interviewing and reporting, news and information updates, events, copywriting.
Staff management: Budget authority, staff leadership positions.
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 assessment, development, and management
In-House marketing and design
Branding and design audits.
Graphic design and multimedia production experience.
Marketing and communications for nonprofit associations, nonprofit foundations, colleges and universities
Strategic marketing plans, communication plans.
Recruitment and retention initiatives.
Executive presentation skills.
Marketing campaign launches.
Advertising schedules and placement.
Social media consultation.
Case studies and focus group moderation.
Communications and professional writing
Marketing collateral writing, testimonial collecting, and editing.
AP-style technical writing and editing for magazines and newsletters; including articles, profile pieces, news stories, emails.
Press release writing.
Community and news media relations.
Crisis communications.
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.
