January 18, Ms. Betina Gardner Eastern Kentucky University Library 202 Richmond, KY Dear Ms. Gardner:

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1 January 18, 2014 Ms. Betina Gardner Eastern Kentucky University Library 202 Richmond, KY Dear Ms. Gardner: I am writing to express my interest in the Vice President of Marketing and Communications position at Eastern Kentucky University. My resume is included for your review. As a marketing leader, there are many industries and organizations that I might represent that do not affect people's lives in the transformational way that an institution of higher learning does. That makes the work I do exciting, engaging and always evolving. There is never a shortage of stories to tell. Stories that showcase the campus community and culture, highlight excellent faculty and student classroom experiences and recognize alumni whose education gave them the skills and knowledge for successful careers and lives. The truly enjoyable and rewarding part of my work is developing strategies to tell those stories, reaching target audiences with engaging messaging and inspiring them to take action. My team at Oregon State University has a proven track record of exciting audiences with innovative and award-winning campaigns that reach the goals set by university leadership. I am proud to be a part of those communications efforts and of the team that I have built. I am an excellent relationship builder who thrives in the collaborative, higher education environment. At Oregon State, we have more than 400 decentralized communicators. Over the last few years, it has been my job to bring these communicators together under a new brand identity system. More recently, I have co-led the development of the university s integrated marketing communications plan. As part of this work, we recently rolled out a new brand statement, core messages and creative campaign. These efforts can be reviewed on the Oregon State Brand Guidelines and Beaver Nation websites. With more than 20 years of experience in marketing and communications, 14 of those in higher education, I bring the right skill set and background to the position and Eastern Kentucky University. I would welcome the opportunity to talk with you further about the position. Thank you for your consideration. Sincerely, Melody Oldfield melody.oldfield@gmail.com

2 6045 NW Happy Valley Dr. Corvallis, Or MELODY OLDFIELD HIGHLIGHTS Launched a university-wide IMC plan in 2009 the first comprehensive program to be implemented campus wide. This plan included a detailed visual brand identity system, extensive brand tool kit, training for campus communicators and a brand image campaign, Powered by Orange. In 2013, co-wrote the revised Integrated Marketing Communications (IMC) plan for the university and led the development of new creative campaign called Beaver Nation. Developed and implemented a hugely successful campaign that raised brand awareness and increased engagement with audiences through social media and online strategies. Powered by Orange was the recipient of Council for Advancement and Support of Education (CASE) District VIII s highest award and CASE Circle of Excellence Grand Gold in the Advertising campaign category. Increased Oregon State University licensing revenues 300% from 2006 to Leader of a team that has won over 30 CASE awards in the last six years including 6 district Grand Golds, one Circle of Excellence Grand Gold and multiple Circle of Excellence awards. Presenter at CASE District VIII and VII, American Marketing Association (AMA), Higher Education and University and College Designer Association (UCDA) conferences. Established and led a group of over 400 campus communicators. Part of leadership team that revised the Athletics identity system first in 2007, introducing a new letterform logo and in 2013, introducing a new mascot logo, wordmarks, font system and new uniforms. Member of Wachovia s team that coordinated the bank s volunteer efforts (10% of the workforce) during the 1996 Olympic Games in Atlanta. PROFESSIONAL EXPERIENCE Oregon State University, Corvallis, Ore. Assistant Vice President/Director of Marketing, University Relations and Marketing (URM) / March 2013 to present Co-wrote the revised IMC plan for the university which includes a new brand statement and core messaging platform. Develop marketing strategies for the university to achieve the objectives and priorities of the university. Leader of the University Marketing team which includes writing, graphic design, social media, production, marketing and licensing functions. Provide creative direction for development of materials that reinforce the university s goals, generate alumni pride, increase enrollment and influence perceptions of the university with external constituents through television commercials, radio, print, online and social media. Serve as brand manager to elevate, promote and protect the university s brand image. Communications team for university Board of Trustees; planned announcement of new board and implemented paid and earned media, social media, online and executive leadership communications. Partner with Admissions to develop marketing strategies to attract high achieving, historically underrepresented and out-of-state students. Created and implemented online marketing strategies targeting parents and families of prospective students. Developing marketing communications strategies for the First Year Experience program designed to retain students. URM Crisis Communications Team member. 1

3 Leader of campus communicators network, conduct training sessions on branding and marketing practices, plan networking and professional development opportunities. Leadership team member on Athletics rebranding project. Partnered with Nike to develop a new primary logo, wordmarks, font system and new uniforms. Provide marketing consultation, strategic planning and support to colleges/departments. Develop and manage market research projects to measure and guide recruitment marketing strategies and OSU s integrated marketing and communications efforts. Co-manage the marketing and communications strategies of OSU s Industry Partnering Program and the OSU Research Office. Serve as URM liaison with the OSU Alumni Association to build stronger relationships with campus partners and the community of more than 160,000 OSU alumni. Oversee the growth and success of the Oregon State branded licensing strategies and products. Manage the university s media agency of record. Manage an annual budget of approximately $1 million. Oregon State University, Corvallis, Ore. Director, University Marketing / June 2006 to February 2013 Built a creative team that grew from 2 members to 10. Worked closely with Web Communications staff on redesign of university homepage. Developed annual media buy and marketing strategies for the Hispanic Student Initiative in conjunction with CASA Latino/a de OSU. Led the Trademark Licensing Program for the university. Developed marketing strategies to increase sales and enhance the university s brand image with constituents in local, regional and national markets. Managed the relationship with the university s outside licensing firm (Collegiate Licensing Company). Launched a new Athletics identity in 2007 which included a new letter- form logo, font system, color and mascot logo for children. Implemented the university s Integrated Marketing and Communications plan in 2009 and rolled out university s visual brand identity. Launched award-winning Powered by Orange brand awareness campaign as part of the IMC. Built marketing collaboration among campus partners (OSU Alumni Association, OSU Foundation, and Athletics) along with other units on campus, including planning and coordination of group advertising buys, marketing campaigns and events. Developed communication and marketing strategies that support and drive the university s goals and priorities with both external and internal audiences. Developed and managed marketing research projects to test brand awareness, perceptions, messages and creative materials with a variety of audiences. Oregon State University, Corvallis, Ore. Assistant Director, University Marketing / November 2002 to June 2006 Managed all University Marketing projects. Worked with the ad agency of record to coordinate and manage the marketing/advertising projects at the university and department level. Created a co-op advertising program for university departments as a resource for subsidized event marketing. Managed and promoted the program, served as project manager and coordinated design, copywriting and media placement. Assisted director with market research projects including focus group recruitment and report writing. Hired and supervised marketing interns. Developed internal and external event communication strategies including a weekly event e-newsletter and newspaper ad. Subscriptions for the e-newsletter reached 5,000 within two years. Monitored budget accounting and reconciliation for University Marketing and project budgets for departments working with University Marketing. 2

4 Oregon State University, Corvallis, Ore. Marketing Assistant, University Marketing / May 1999 to November 2002 Served as project manager for all university marketing projects. Worked with the ad agency of record to coordinate and manage the marketing/advertising projects at the university and department level. Hired and supervised marketing interns. Coordinated project timelines, feedback and approvals with departments and university s advertising agency of record. Monitored budget accounting and reconciliation for University Marketing and project budgets for departments working with University Marketing. Wachovia Bank, N.A., Atlanta, Georgia Executive Assistant / May 1991 to April 1999 Assistant to the Atlanta City President and Media Relations Manager. Wrote press releases, maintained biographies on senior management, distributed quarterly financial announcements to local media. Assisted Community Affairs Department with projects, customer entertainment, and charitable foundation and sponsorship requests. Provided assistance with the bank s volunteer effort for 1996 Olympic Games and planned customer events associated with the games. Advanced Travel Systems, Inc., Atlanta, Georgia Administration Manager / April 1990 to January 1991 Responsible for office management, including payroll, insurance and human resources. Assistant to Chief Financial Officer and President. Pringle Dixon Pringle Advertising, Atlanta, Georgia Assistant Account Executive / May 1988 to April 1990 Project manager for advertising and marketing efforts. Acted as liaison between agency and clients. Prepared competitive advertising analysis. Recruited and supervised interns. Federal Home Loan Bank, Atlanta, Georgia Funds Transfer and Customer Representative / August 1986 to April 1988 Responsible for all incoming wire transfers from Savings & Loan associations in the Southeast. EDUCATION Bachelor of Arts, Speech Communications, University of North Carolina Wilmington, 1986 Master s candidate, Integrated Marketing Communications, West Virginia University 2015 HONORS CASE District VIII and CASE Circle of Excellence awards winner Presenter: AMA Higher Education, CASE VIII and VII, UCDA PERSONAL AND PROFESSIONAL AFFILIATIONS CASE AMA Visit Corvallis ex officio board member Ride Corvallis board member Ohio State University Student Affairs Marketing External Review Committee Oregon State University: Commencement Committee High Achieving Student Recruitment Committee 3

5 Portland Strategy Group Student Affairs Strategic Initiative Committee First Year Experience Advisory Committee Printing and Mailing Advisory Committee Served on Oregon State University Faculty Senate Enrollment Management Leadership Team Crisis Communications Team Terra magazine Editorial Board 4