1. Journalism Background
A deep understanding of how to tell a story
Newspapers
Online Features
Print Magazines
Online Video

2. Management
Proven track record of managing people and projects
Managed a multilingual staff of 48
Culture of accountability
Project managed mission-critical,
multi-vendor projects

3. Communications & Marketing
Hands-on experience across a broad spectrum of
communications and marketing tools
Email marketing
Paid social media campaigns
Social Video
Organic campaigns
Blogging
Innovative
short format

4. Marketing Approach
Analytical Foundation
Effective marketing starts and ends with
effective analytical infrastructure.
Google
Facebook
Twitter
Understand Audience & Engagement
Measure Performance
Reevaluate

5. Marketing Approach
Analytical Foundation
Inbound Tracking & Conversion
Hootsuite Pro
Likeable Local

6. Marketing Campaigns
Low-cost, tightly targeted campaigns
Low/Custom cost
Geographically centered
Linked to interests and sister/competitor audiences
Goals: Increase audience
Increase visibility as a news outlet
Define audience use patters
Define audience engagement preferences
Increase audience engagement
Facebook Campaign

7. Event-anchored campaigns
Photo competition as an organic, broad-
spectrum social media campaign
Instagram
Twitter
User-generated photos
Storify the Fun
Vendor support
Goals:
Engage kids, families,
community, and
vendors
Promote event
attendance
Provide clear benefit to
vendors

8. The Grand Tour
Goals:
Promote AA narrative around
tobacco use
Broadest reach possible
Increase SM engagement
Raise the visibility of APPEAL
as a health justice organization
Engage bloggers to help
evangelize APPEAL narrative
Piggybacked on mainstream event “Behind the Scenes” engagement effort
Marketing Campaigns
National, Multi-Channel Media Campaign

9. The Grand Tour
Leveraged
communications
consultant to design
the ad and connect
with blogosphere
Paid Media Event Integration
Brought interactive
social media element to
large conference of
stakeholders in AANHPI
community health
Pitched local media and won
a spot on “Asian Pacific
America with Robert Handa”
Earned Media

10. Analytical Foundation
Informed and Refined by Analytics
Deeper understanding of audience
and engagement:
Just get better
How do they view content?
What platform do they prefer?
What type of content moves them?
Where is our money best spent?