JS resume 2016

John Sutherland
350 NW Janet Pullman, Washington 99163
Office: 509-335-1899 Cell: 432-4667
jsutherland3@roadrunner.com or jsutherland@wsu.edu
__________________________________________________________________________________
CAREER SUMMARY
SENIOR PUBLIC RELATIONS, COMMUNICATIONS, & MARKETING EXECUTIVE
Successful at developing the vision, strategies, and executions required to advance an
institution’s strategic goals, influence stakeholder support, and build a positive brand image.
Offer finely honed ability to lead diverse teams toward common goals with a clear sense of
purpose and urgency when faced with situational challenges. Skilled at developing focused
integrated marketing communication plans with defined metrics and leading creative teams
in the execution of a variety of targeted electronic and print collateral.
Core qualifications include:
• Strategic communications planning • Team development and motivation
• Branding and marketing communications • Familiarity with higher education
• Managing multiple, complex executions • Writing expertise
Personal strengths: Ability to work effectively with diverse range of personalities and cross-
functional management teams. Flexibility in shifting strategies and executions to take
advantage of unanticipated opportunities to advance goals. Superior planning, organizing,
and project management skills. Commitment to building and maintaining productive
relationships within multi-cultural environments. Work ethic.
Career summary: During 35 years in higher education advancement work, John has worked
for Washington State University, the University of San Diego, and Seattle University. He has
received numerous awards for his creative work from the Council for the Advancement and
Support of Education (CASE), the International Association of Business Communicators
(IABC), and the Public Relations Club of San Diego. He directed the WSU creative staff during
a period in which the staff received a record number of CASE awards for communications
excellence. In 2001, he received the CASE District VIII Distinguished Service Award.
Often praised for his ability to establish consensus among large teams and for his nurturing
abilities in guiding creative teams, John was named administrator of the year at USD in 1990.
He has been nominated for WSU’s employee excellence award three times.
Bachelor of Arts • Journalism • Seattle University, 1978

John Sutherland Page 2
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PROFESSIONAL EXPERIENCE
WASHINGTON STATE UNIVERSITY, Pullman, WA 1991 to present
Senior Public Relations, Communications, & Marketing Consultant
Office of the President/University Communications
6/10/15 to present
Serve as communications strategist and writer for internal and external communications for
the Office of the President. Advise and support work of University Communications staff and
contribute to a variety of marketing activities, including brand message development,
reputational research, and print and digital creative. Author creative for a variety of media as
time allows.
Senior Public Relations, Communications, & Marketing Consultant
University Communications
2/10/13 to 6/10/15
Developed message platforms and creative concepts for high-level institutional advancement
priorities, including brand awareness campaign undertaken to mark 125th
anniversary of
WSU’s founding and application of awareness campaign elements to undergraduate student
recruitment marketing activities. Served as chief editorial writer for institutional advertising.
Authored content for a variety of high-level communications, including WSU financial report,
in-depth personality features for 125th
anniversary celebration, collateral to support campaign
for establishment of medical school, collateral to support recruitment of undergraduate
students. Nurtured and supported staff members early in marketing communications work
careers.
Director, Marketing Communications, Creative Services,
and Brand Management
Office of Marketing Communications
5/1/06 to 2/10/13
Managed development and execution of the core university brand and message platform and
graphic identity program while overseeing the day-to-day work of 17 full-time creative
services staff, including editors, graphic designers, videographers, photographers, and
administrative support staff involved in the creation of electronic and print collateral focused
on advancing the university’s highest strategic priorities. Priorities: capital campaign,
undergraduate and graduate student recruitment, advancing the university’s reputation,
particularly for research, and promotion of major university events designed to develop 1:1
relationships between key stakeholders and WSU. Managed budget ranging from $1.2 to $2.2
million.
• Played key role in messaging the university’s $1 billion capital campaign
and developing communications plans for campaign launch
• Played major role in development of a communications plan designed to
raise the university’s national reputation for research prowess—several executions
focused on advancing awareness of research programs were recognized for
excellence by the Council for Advancement and Support of Education

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• Led institutional effort (2007) to refresh the brand messaging platform to
reflect messaging to better support capital campaign
• Guided process of redefining focus of WSU’s main web home page to
better reflect brand message platform and to simplify design and architecture
Director, Marketing Communications and Brand Management
1/1/03 to 4/30/06
Selected to direct and manage marketing and brand development activities and to oversee
the University’s graphic identity program. Contributed to the strategic planning process for
the development of the university’s strategic communications plan. Oversaw major elements
of the Marketing Communications budget; supervised creative staff in the development,
execution, and evaluation of a variety of complex marketing activities.
• The entering GPA of the freshman class reached a record level
• Marketing survey of key influencers indicated willingness to recommend
WSU surpassed UW among some audience segments
• Annual fundraising totals surpassed $70 million for the first time
Assistant Director, Marketing Communications
1/14/2001 to 12/31/02
Managed, coordinated, and supervised the planning, development, production, and
distribution of a full range of marketing materials produced to support primarily
undergraduate student recruitment. Coordinated the workflow and supervised the work of
four marketing managers, three graphic designers, a photo library and marketing design
manager, and a marketing specialist. Acted as the primary liaison between the Office of
Marketing Communications and the Office of University Publications and Printing.
• Led creative team that was created to support an integrated marketing
communications plan
• Managed team that created graphic identity system created to support new
brand identity
• Led efforts to apply IMC principles to recruitment of undergraduate
students

__________________________________________________________________________________
Publications Manager
5/4/99 to 1/12/01
Managed, coordinated, and supervised the planning, development, production, and
distribution of a full range of promotional print materials directed to the university’s external
and internal audiences. Materials produced primarily supported student recruitment,
fundraising, athletics, and other promotional/advancement objectives. Coordinated the
workflow and supervised the work of four publications coordinators, three graphic designers,
and two electronic publishing specialists.
Wrote, edited, and proofed copy for a variety of publications including student recruitment
materials, newsletters, fundraising materials, special event invitations and fliers, and
advertisements. Established and maintained positive working relationships with all campus
clients. Collaborated with various in-house staff to produce creative, cost-effective, and timely
publications.
Publications Coordinator
12/4/91 to 5/1/99
Coordinated and supervised the planning, development, production, and distribution of a full
range of promotional print materials directed to the university’s external and internal
audiences. Materials produced primarily supported student recruitment, fundraising, athletics,
and other promotional/advancement objectives. Major clients included WSU’s branch
campuses in Spokane, Tri-Cities, and Vancouver, as well as departments on the main campus
including the College of Veterinary Medicine, the Office of Alumni Relations, the WSU Press,
and Extended Degree Programs.
Wrote, edited, and proofed copy for a variety of publications including student recruitment
materials, newsletters, fundraising materials, special event invitations and fliers, and
advertisements. Established and maintained positive working relationships with all campus
clients. Collaborated with and oversaw the work of in-house graphic designers, electronic
publishing specialists, photographers, and production staff to produce creative, cost-effective,
and timely publications. Worked closely with WSU Mailing Services staff to ensure that
publications met mailing requirements and postal regulations. Teamed with WSU Press
marketing coordinator to produce promotional materials for new books. Served as co-chair of
the Office of University Publications and Printing Internal and External Customer Service
Committees.
UNIVERSITY OF SAN DIEGO 8/84 to 12/91
Director of Publications
Established working parameters for the first publications office in the university’s history.
Successfully centralized production of most university external publications while actively
promoting the office’s services throughout campus. Increased the office’s staffing from two to
four employees and increased the budget from under $50,000 to more than $220,000 for
general public relations promotional materials.
Managed and actively participated in the conceptualization, writing/editing, and production
of more than 100 publications annually including president’s annual reports, student

__________________________________________________________________________________
recruitment materials, fundraising brochures and direct mail appeals, special event invitations,
and other assorted print materials. Created and served as founding editor of the university’s
first external magazine. Established, managed, and edited the university’s first employee
newsletter.
Supervised two writer/editors and one administrative assistant. Established and managed
working relationships and all contractual agreements with freelance graphic designers, writers,
photographers, phototypesetters, and printers throughout San Diego County.
Trained, nurtured, and supervised student communications interns. Managed annual budget
of $220,000 and developed and submitted office’s annual budget request.
Worked with USD president and vice president for university relations to plan and implement
the university’s first logo standards by producing a logo standards manual.
SEATTLE UNIVERSITY 6/81 to 8/84
Assistant Director of Publications
Collaborated with clients across campus to produce publications to support student
recruitment, fundraising, alumni relations, and general public relations. Wrote, edited, and
proofed copy. Supervised the work of freelance graphic designers, phototypesetters, printers,
and photographers. Supervised conversion of alumni tabloid to university magazine and
served as the magazine’s first editor.
THE PULLMAN HERALD 7/79 to 5/81
News Editor and Photographer
8/80 to 5/81
Reported, wrote, and edited a variety of news and feature stories for newspaper published
twice weekly in Pullman, WA. Proofread page proofs. Designed portions of paper. Beat
included city and country government, school district, and Washington State University.
Sports Editor and Photographer
7/79 to 8/80
Reported, wrote, and edited a variety of news and feature stories for sports section of
newspaper published twice weekly in Pullman, WA. Proofread page proofs. Designed sports
section. Beat included Pullman, Colton, and Palouse sports teams as well as Washington State
University.
THE NORTHSHORE CITIZEN 10/78 to 6/79
Reporter
Reported, wrote, and edited a variety of news and feature stories for newspaper
published twice weekly in Bothell, WA. Proofread page proofs. Beat included city and
county government, and the local school district.

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THE VALLEY HERALD 6/78 to 9/78
Reporter
Reported, wrote, and edited a variety of news and feature stories for weekly
newspaper in Milton-Freewater, OR. Proofread page proofs. Beat included city and
county government, local school districts, local sports, agriculture.
AWARDS & HONORS
2013 Bronze Award
Biofuels exhibit for Future of Flight museum to promote WSU research
Council for Advancement and Support of Education, District VIII
2012 Gold Award
“Big Ideas for Transforming the Future,” WSU Campaign video
Bronze Award
Creation of a new website for government relations office
2010 Gold Award
Direct-mail brochure to promote clean technologies research
Bronze Award
Direct-mail brochure to promote clean technologies research
CASE International
2009 Gold Award
Direct-mail brochure to promote WSU’s research in the fields of clean technologies
2008 Bronze Award
Invitation to promote Innovators luncheon/lecture series,
2007 Gold Award
Invitation to promote exhibit of Lichtenstein art
Silver Award
How COUG Are YOU? fundraising collateral to promote annual giving campaign
Bronze Award
Electronic and print marketing collateral to promote Janet Goodall’s campus visit
Council for Advancement and Support of Education, District VIII, Marketing

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2006 Silver Award
Research viewbook; fundraising and special audience publications
Silver Award
Series of ads about university researchers; promotional copywriting
Silver Award
Presidential search Web site; Web sites, special purposes
2006 Bronze Award
Web site to promote week of Seattle activities; Web sites, special purposes
2005 Silver Award
Marketing activities to promote the Innovators lecture series; public relations projects
2003 Gold Award
Future student Web site; electronic media
Silver Award
Undergraduate student recruitment marketing activities; public relations projects
Bronze Award
Graphic identity Web site; electronic media
Nominated for Employee Excellence Award
Washington State University
2001 Silver Award
Undergraduate student recruitment marketing activities; public relations projects
Distinguished Service Award
Nominated for Employee Excellence Award
2000 Silver Award
WSU Vancouver reunion materials; special projects, alumni relations
2000 Nominated for Employee Excellence Award

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1999 Bronze Award
College of Veterinary Medicine centennial history book; annual reports
1996 Silver Award
Adult Learner poster; recruitment folders
1995 Silver Award
WSU Press Holiday Book Fair invitation; special event invitation
1994 Silver Award
Frank Church book promotion; public relations projects
Bronze Award
WSU Vancouver Salmon Creek groundbreaking ceremony invitation;
public relations projects
1993 Bronze Award
Carol Brink book promotion materials; public relations projects
1992 Bronze Award
WSU Press Holiday Book Fair promotional materials; public relations projects
1990 Administrator of the Year Award
Awarded by University of San Diego Staff Employees Association
Award of Excellence
“This Coach Can’t Lose” magazine article; feature writing
International Association of Business Communicators
Award of Merit
University of San Diego alumni magazine
Award of Merit
University of San Diego president’s report
Public Relations Club of San Diego
1989 Bronze Award (international)
University of San Diego president’s report
Council for Advancement and Support of Education
Award of Excellence
University of San Diego President’s Report

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Award of Merit
1988 Award of Merit
Public Relations Club of San Diego
1984 Award of Merit
Seattle University alumni magazine
1981 Photography Award
The Pullman Herald
Washington Newspaper Publishers Association
1980 Sportswriting Award
The Pullman Herald
Washington Newspaper Publishers Association
PROFESSIONAL ACTIVITIES
2008 Guest Speaker
Introduced WSU’s TV spots, winners of a Grand Gold award, at awards lunch
Council for the Advancement and Support of Education, District VIII
2002 Panelist
“Secrets of Successful Publications,” Council for the Advancement and Support of Education
District VIII conference, Portland, OR.
2000 Publications/Marketing Chair
Council for Advancement and Support of Education District VIII conference, Seattle.
Council for Advancement and Support of Education District VIII conference, Portland.
Council for Advancement and Support of Education District VIII conference, Seattle.
Council for Advancement and Support of Education District VIII conference, Vancouver, B.C.
1991 Public Relations Director
San Diego chapter, International Association of Business Communicators.
Council for Advancement and Support of Education District VII conference, Palm Springs.
1989 Moderator, roundtable discussion

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“How to Keep Your Head Above Water in a Small Publications Shop,” Council for
Advancement and Support of Education District VII mini-conference, San Diego.
1988 Moderator, roundtable discussion
“How to Keep Your Head Above Water in a Small Publications Shop,” Council for
Advancement and Support of Education District VII conference, Monterey, California.
PROFESSIONAL ORGANIZATIONS
Member, American Marketing Association
Member, Council for Advancement and Support of Education

__________________________________________________________________________________
REFERENCES
Mary Gresch
206-685-3710
mgresch@uw.edu
Chief Marketing and Communications Officer
University of Washington
Former Associate Vice President
Strategic Communications and Marketing
Bob Brock
303-743-8298
bob@emgonline.com
President and Co-Founder
Educational Marketing Group
Mary Read
509-335-3518
read@wsu.edu
Director (Retired)
University Publishing
Tim Pavish
509-335-6912
pavish@wsu.edu
Executive Director
Washington State University Alumni Association
Cassie Warman
503-352-2211
mcveety@pacificu.edu
Vice President
University Advancement
Pacific University

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