18-year-old McKenna Design Group (MDG) provides full-service marketing communications and branding services to associations, nonprofits and B-to-B companies. I consult with our clients on brand strategy, marketing planning and content development. MDG's unique approach to qualitative and quantitative research leads to a positioning strategy that differentiates our clients in the marketplace.

Developed and executed brand-building activities to support college's development and enrollment goals. Led program to enhance college’s visibility and reputation through image advertising, event partnerships, web content management, and social media. Advised unit-level marketing directors on marketing strategy and plans. Managed $350K institutional advertising program. Supported marquee events and market research activities. Contributed to cross-college taskforces on brand re-visioning, sustainability, storytelling, and significant programmatic initiatives.

Key accomplishments:
- Leveraged annual media budget, negotiating 'added value' opportunities, optimal positions, and long-term contracts and stretching spend impact by up to 40%.
- Produced marketing collateral and videos for fundraising events that generated over $1M.
- Created and executed college’s first data-driven, multi-channel image advertising campaigns, increasing awareness about college and winning faculty buy-in.
- Explored, negotiated, and executed strategic partnerships valued between $10K and $150K with cultural organizations, positioning college as leader in creative industries.
- Led well-attended cross-campus group of 40+ staff with marketing and communications roles, increasing adherence to brand standards, enhancing collaboration, and maximizing budgetary impact.

Served as strategic communications consultant for schools of Art & Architecture, Social Work, and Nursing.

Key accomplishment:
- Performed communications audits and stakeholder interviews for each school, developing marketing recommendations and plans that streamlined internal processes and enhanced program marketing.

Conducted image-building, positioning, and recruitment initiatives for university. Covered media relations during extended transitional period. Served on advisory teams for institutional market research program, new graphic identity package, and crisis communications.

Key accomplishments:
• Steered conceptual and creative development and upgrades of high-profile advancement publications, including hard-won launch of first-ever university magazine.
• Won 4 awards for publication improvement and design from CASE, IABC, and USDA.
• Handled ad hoc crisis communications during 9/11 terror attacks, reducing anxiety within university community and addressing parental concerns.

Edited and produced numerous marketing publications, including quarterly alumni publication with circulation of 53K.

Key accomplishment:
• Negotiated 20% savings on printing while expanding distribution by 10% and enhancing reader engagement through surveys.