Barbara Light Casey Visual Resume

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Barbara Light Casey
MARKETING | ARTS| PROJECT MANAGEMENT | INTERCULTURAL
EDUCATION | SOCIAL IMPACT PROGRAM DEVELOPMENT

CT Business Expo June 9, 2011

Consultant
self -employed
Philadelphia, PA
United States

Greater Hartford
Arts Council

m: 860-604-2382

barbara@caseylight.com
My Website:
Linked In:

www.caseylight.com
http://www.linkedin.com/in/barbaracasey

Objective
Booth

Summary of Qualifications:
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Leadership skills, ability to motivate others and build high-performing teams
Highly creative, always looking for new ways to engage audiences
Self-starter who takes initiative to solve problems; effective mentor
Passion for learning about technology and its application for communication
Proven ability to adapt successful programs in other realms to work in new ways

Summary

With no budget, I created a booth
almost out of thin air, hiring a
balloon sculptor to create a
"theatre curtain" out of balloons.
Placing a couple of bistro tables
inside, we created an artsy
atmosphere showing off our
creativity.

Marketing professional with a passion for managing and creating social impact programs. Applies
marketing best practices and social media expertise to engage and educate. Experienced in
developing partnerships, community organizing and youth mentoring.

Culture Quest

Professional training includes Nonprofit Management, Results-based Accountability, Video Production
and Editing, Video Workflow Management, Direct Marketing and sales/CRM.

Work History
AFS Intercultural USA
Storrs, CT, United States

2005 - Present

Regional Study Abroad Coordinator, Member Leadership Team
• Inspired 350+ CT and western MA high school students to study abroad to enrich their
education.
• Recruited and interviewed families throughout region for hosting incoming students.
• Organized, staffed and conducted pre-departure orientation sessions, which prepared
US students from State of CT and Western MA for study abroad.
• Managed 30+ volunteers throughout region to assist with student and family interviews
and orientations.

Throughout the convention
center, we placed posters with
different trivia questions about
some of our arts and heritage
organizations. Participants could
scan the Quick Response (QR)
code with their smart phones,
which took them to youtube
where I had created little minimovies about each organization,
revealing the answer.
Participants who answered 10 of
the 18 questions had their names
put into a hat to win tickets to
Bushnell or Theater Works or to
Talcott Mountain Music Festival.

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• Recruited, prepared and chaperoned a group of 8 younger high school students to
Panama on community service-focused program being piloted as a lead generator for
the longer programs.
• Served a 2-year term as delegate to the national governing body. Created recruiting
program, which has been adopted by other area teams across the country.

Right Brained Strategies
for your Left Brained
Workforce

Self Employed
Storrs, CT, United States

2004 - 2012

Marketing Consultant
Served clients in both the for profit and non-profit sectors on short and long-term marketing
and program development projects. See recent examples below:
Hochberg Holocaust & Human Rights

(2010 to 2012)

Program Development and Marketing
• Built organization’s first website and developed multiple programs
• Initiated the “CT Butterfly Project”, with an extensive media campaign soliciting handmade butterflies commemorating youth Holocaust victims.
• Result: nearly 7,500 submissions came in from around the world.
• Created gallery and invited public to view exhibit. 125+ attended
Fidelco Guide Dog Foundation

I produced a stage presentation,
providing speaking points for
Kate Bolduc (CEO) and included
demonstrations of how the arts
can be used in leadership
training. To demonstrate this, I
engaged a theatre improv troupe
and a drummer, who led a team
drumming exercise with audience
members.

(4-month project 2011)

Interim Marketing Director
• Developed 2012 marketing plan and new brand image.
• Created media calendar
• Led design of new custom facebook page and new custom youtube channel, introducing
the organization to the benefits of social media.
• Worked with Development Director to implement segmented messaging platform.
• Increased engagement through social media by 16% in 2 ½ months, resulting in first
donation via social media channel.

Town of Mansfield – iParentNetwork Initiative

(2008 to 2009)

Chief Marketing Evangelist, Community Organizer, Member Steering Committee
Tri-Town Coalition to Reduce Underage Drinking
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Demonstrating team building
through a drumming exercise.

Built social networking website for parents
Developed all content and directing outside web design firm.
Created blog strategy and popular “Parenting in a Connected World” blog;
Managed and trained other bloggers.
Created successful grassroots marketing effort and robust media campaign.
Presented at multiple community groups to educate parents about new initiative.
Results: 20% of eligible parental households joined within 2 months of launch.

Keynote speech by Kate about
what businesses can learn from
the arts about innovation,
creativity, collaboration - all
important skills of successful
businesses.

University of Connecticut, School of Nursing
(5-month project 2007 to 2008)
Temporary Consultant, Office of Advancement & Communications

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• Developed marketing communication plan incorporating the use of social media to
support new strategic plan.

(Other clients: YearMovie LLC, Academic Keys – a variety of projects

What Businesses Can
Learn From the Arts

2004-2007)

Casey, Light & Associates, Inc.
Sharon, MA, United States

1990 - 2002

Founder and Principal
• Built marketing communications agency on a partnership model managed entirely
through the Internet - one of the first of its kind in the Boston area.
• Led a range of communications initiatives for clients primarily in the technology, biotech,
medical and financial services sectors.

I interviewed George Castineiras
SVP, Prudential, about what he
believes his business has learned
from the arts. I edited the video
using a combination of still shots
taken from the video, combining it
with existing video from a recent
Arts Council street painting event.

• Operated as an extension of client's departments.
• Custom selected the team for each client and personally managed all projects.
• Built business to $5 million in revenue, delivering high-quality annual reports, branding
programs, collateral, corporate identity, direct mail, websites, case studies and event
promotion.

Greater Hartford Arts
Council Expo Video

This was a video I created that
played continuously during the
day at the booth and was also
projected on the big screen
periodically during the day-long
event.

Education
University of Connecticut
Hartford, CT, United States

Mar 2011 - Jun 2011

Certificate, Nonprofit Management Training
Professional Development

iParentnetwork

• Certificate, Non-profit Management, Encore!Hartford, University of Connecticut’s Center
for Continuing Studies
• Completed 56 hours classroom + 8-week Fellowship at Greater Hartford Arts Council,
2011, where I developed a program to encourage business community to regard the arts
community as a rich resource from which they can learn about innovation, creativity and
collaboration – important leadership skills for today’s workforce.
• 40+ hours of online training in social media
• Professional training in video production and video editing
• Professional training in sales and Salesforce CRM

To market the new web site to
community members I created a
number of eyejot email videos
that were emailed to a list of
community members we
compiled through a variety of
grassroots marketing efforts over
a period of 1 year.

University of Kansas, William Allen White
School of Journalism
Lawrence, KS, United States

B.S Science, Journalism; major - advertising

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• Member Alpha Delta Sigma (top 10% of class)
• Awarded scholarship (one of only 36 awarded nationally) to study direct marketing with
industry veterans, including John Yeck and Bob Stone, widely considered the "fathers" of
direct marketing.

Skills
Leadership & Management
(Rockstar)
10+ Years Experience, (Currently in use)

I drove around town with this on
my car for a year, promoting the
web site as Mansfield had an
ordinance against signage that I
had to work around.

Founded Casey Light & Associates, a Marketing Communications agency. Grew business from startup
to almost $5 million business within first 7 years. Expanded membership ten-fold, from 3 to 30
consultants.

I was responsible for creation of
the logo and the name of the
organization: iParentnetwork

Strategic Planning

Marching in the Festival
on the Green Parade

(Advanced)


For YearMovie, as part of the leadership team, revamped company positioning and introduced
strategies to market the company as a leading provider and seller of multimedia curriculum to
Academia, transitioning from a DVD yearbook provider. Refocused sales to target multimedia teachers
at high schools instead of yearbook advisors, which proved beneficial for business.
For the Greater Hartford Arts Council, I developed the strategy and appropriate message to
introduce the business community to consider arts based training opportunities.
For Casey, Light & Associates, I developed the business model for creating an agency of
consultants using the Internet as a management tool, which, at the time, was groundbreaking.

One example of our grassroots
marketing: marching in the
Festival on the Green Parade

For AFS Intercultural, Southern New England Team, I developed a 2-tier plan to recruit students for
study abroad and developed presentations for each touchpoint. These presentations were shared and
are now being used nationally by other teams.

RoweCom Corporate
Brochure - new branding

Partnership & Team Development
(Rockstar)

Built Casey Light & Associates, a marketing communications agency, purely on a model of
collaborative partnerships. Throughout my career, my biggest successes always came from
programs I developed which were based on diverse stakeholders coming to the same table to work
towards a common goal, such as those for Hochberg Human Rights, Tri-Town Coalition to Reduce
Underage Drinking and others.
For YearMovie, I developed a partnership with Video Educators of New England to help expand our
reach into the region.

Social Media & New Media
(Advanced)
7-9 Years Experience, (Currently in use)

RoweCom was in the business of
knowledge management managing the huge resources of
large companies - all the journal
subscriptions, etc. We worked
with them to undergo a new
brand identity and after a
brainstorming session with senior
management, developed this
brochure.

Built a parent community social networking website from the ground up for the Tri-Town Coalition
to Reduce Underage Drinking.
Built a web site for Hochberg Human Rights to help promote “The Butterfly Project,” as well as one
for the organization itself.

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Created a poetic tweeting campaign and a Quick Response Code Scavenger Hunt to promote
Arts Council participation in the CT Business Expo.
Refined SEO for Fidelco Guide Dog Foundation resulting in moving web site from page 13 in a google
search to page 1. Revived dormant facebook page, including development of custom welcome and
donation tabs (resulting in first donation via facebook). Increased engagement on facebook by 16%
in 2 months.

Transition Systems
Corporate Brochure

Interests
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Intercultural Education / Study Abroad
Parenting and Technology
Music Education and the Arts
Youth Development
Peace Organizations
Human Rights

Certifications
Encore!Hartford 2011 Fellow

(University of Connecticut)

Mar 2011 - Jun 2011

Certificate in Nonprofit Management through Encore!Hartford program - 2011

Certificate- Kleid Collegiate Institute

(Direct Marketing Educational Foundation / DMA)

The Collegiate Institute was an introduction to the principles of direct marketing taught by
outstanding authorities in the field, including John Yeck, Bob Stone, widely considered to be the
"fathers" of direct marketing.

Reference Excerpts
“Barbara is a pleasure to work with for many reasons. She is a professional who follows through and
completes the full scope of her commitments. In our work together, Barbara is responsible for the
recruitment, orientation and management of our outbound applicants in CT and MA. This work involves
coordination and communication with other colleagues living throughout the territory and motivating
them to help with various recruitment activities. She is also responsible for working closely with
applicants and their parents to answer a myriad of questions, many of which require further
investigation and research to answer.

Transition Systems was in the
business of offering solutions that
streamlined the IT infrastructure
of large health care
organizations. Although the
company was in the technology
business, their solutions were all
about improving health care. We
created a brochure within an
annual report to save the client
money as they were publishing
their first annual report after
going public. By producing two
different covers and producing a
run that had the financials and
one that did not we were able to
get double the cost efficiency for
this client.

Fidelco Guide Dog
Foundation
New brand for Fidelco
Guide Dog Foundation
Facebook Page

Barbara has been instrumental in organizing Pre Departure Orientation events (approx. 60-70 people)
over the years and in facilitating the logistics, the program and various group activities for students and
parents.
Barbara regularly articulates ideas for improving processes and procedures. She is someone who sees
the big picture and can identify critical factors that will make the largest impact. She is well respected
by her team and by her colleagues from other territories. She is definitely an asset to the AFS-USA
organization!” Jenny Davis, Program Development Manager, Outbound Programs, AFS USA
“Barbara has taken on a unique challenge with our community. She has developed a state of the art
product that goes well beyond our expectations, while working closely with a diverse leadership team.
Barbara is both an efficient and creative consultant who is greatly appreciated by all our members.”
Ruth Freeman, Tri-Town Coalition to Reduce Underage Drinking
"“I had the opportunity to work with Barbara this year while she was an Encore Fellow. Barbara
enthusiastically accepted an opportunity with the Greater Hartford Arts Council to lead an initiative
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which had no precedent in the Greater Hartford area. The GHAC had decided we needed to be an
exhibitor at the CT Business Expo, and we hired Barbara to create the vision, purpose and execute our
involvement which showcased the arts community as a resource for businesses, specifically within
their professional development programs.
Not only was the exhibition a success, it launched a new collaboration venture for the arts and
business communities! Barbara is an articulate, passionate and results oriented professional. She has
demonstrated her ability to create and execute independently while keeping all stakeholders updated
throughout the process. Her integrity and work ethic is second to none and she is very capable of
harnessing resources to get the job done. Barbara would be an asset to any organization that values
such professional skills. For further information or to discuss Barbara's qualifications for a specific
position, please feel free to contact me at KBolduc@letsgoarts.org. Kate Bolduc Chief Executive
Officer, Greater Hartford Arts Council ”
"Barbara Casey's expertise and professional advice on electronic publicity has helped our committee
immeasurably in reaching a clientele far beyond our expectations. Barbara brings a strong background
of knowledge and valuable connections to any group. She approaches assignments with creativity,
gusto and an unmatched personal élan, which results in attractive and effective presentations. "
Jeanne Morascini, Chair, Hochberg Holocaust and Human Rights
“Barbara is a unique individual bringing both a creative and strategic perspective to all that she does.
Her project management skills are excellent and the resources that she brings to problem solving are
the key to worry free projects. I wish I could hire her today!” Margaret Coughlin, EVP, Ingalls Quinn
and Johnson/BBDO
“Barbara is an extremely creative individual who also has the capacity to work with a multitude of
diverse personalities and bring a project to complete with grace and style.” Maura Ryan, MFS
Institutional Advisors
“Barbara is a creative, strategic thinker who is resourceful, skilled, and gets results. I particularly
appreciated her "can-do" attitude and great sense of humor. I would work with Barbara again in a
heartbeat!” Judy Weinstein, Director, Workplace Giving, Greater Hartford Arts Council
“Barbara, total pro. Graceful, astute, kind, fair, brilliant. Her day-to-day business premise is that clients
pay her money to make them a whole lot more money. And she does. In a world prone to “faith based
marketing” she brings the perfect counterbalance of eagle-vision business sensibilities deployed
through persuasive creative solutions. She exists well outside of the marketing culture of smoke-andmirrors. She needs neither. She is the real thing.” John Neil Murphy, Owner, Red Leaf, Inc.
“It was a privilege to work with Barbara. Strong analytical and communication skills give her the ability
to summarize complex challenges and develop creative solutions. She is an asset to any team.
I highly recommend Barbara.” Mark Gallagher, Brand Expressionist™, BLACKCOFFEE®
“Barbara is smart, creative, and a pleasure to work with. She combines creative insight with analytical
thinking, a rare commodity.” Jim Ferry, President, Boston Innovation Group (B.I.G.)

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Barbara Light Casey Visual Resume

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