STACEY COST 505.603.2930
I have achieved success in six diverse industries; you can join me in being somewhat amazed by that. My
industriousness has been applied to healthcare, retail (twice), financial services (twice), mobile phones,
dot com and consumer packaged goods. My formula includes research, teams, collaboration,
mentoring, technology, creativity, and lucky breaks.
THINGS I LOVE
Dry humor, reading, dogs, brainstorming, curiosity, quick thinking, authenticity, team players, integrity,
and laughing so hard I cry.
Something that does good, is fun and could use my help.
THE PAST 11 YEARS
HEALTHCARE, HEALTH PLANS AND HUMOR, OH MY
Into this world of healthcare communications I came, with no healthcare experience. The challenge?
Eighty percent of people are healthy and healthy people don’t think about healthcare. However, that
same 80% want convenient options for care when they need it. We went to work with insights,
personality, technology, and imagination, putting ourselves in the shoes of the notoriously hard to
reach healthy people.
We allowed the brand to speak to people as a fellow people, not a giant company. Some of our creative
was revolutionary for a big, established healthcare organization and perhaps a bit funny if we do say so
Our work exceeded sales and volume goals, grew brand preference scores and won quite a few
advertising awards. We launched new products, built an enterprise website and intranet and
democratized logos, photos, and templates for a workforce of 14,000. Presbyterian Healthcare Services
and Presbyterian Health Plan are the state’s most preferred healthcare organization and health plan
serving one in three New Mexicans. Oh, and we helped our workforce and community through its first
pandemic and framed the COVID conversation as the responsibility of all.
One of my favorite ads…and indeed it could. Dec. 2020 plea for behavior change.
The bag is swag
…with a message.
7,000 people at a
hospital grand opening?
STACEY COST 505.603.2930
HERE IS SOME OLDER WORK THAT I REFLECT UPON FONDLY
GOING GREEN IN A BAD ECONOMIC SCENE
When times are troubling, and the country is in a
recession, plants help. A well-loved local greenhouse
was selling live plants online, via catalog and in local
stores. The greenhouse had one brand, the online
store and catalog had another. The product was the
same in both. I took their fragmented brands and got
them ship shape (I crack myself up). The fact that
sales went up during a recession was enormously
satisfying to me (1%, but still).
I’m no quitter. I tried two times to get fascinated by residential mortgage lending. At the time I was
intrigued by how there are so many people buying homes, and yet the mortgage marketing was so
crappy. Changed that with clever and beautiful ideas and similarly fantastic teams. Was able to ring the
opening bell on the NYSE for an IPO, and the other position got me across the county where I wanted to
live, so positive ROI as they say.
FOUNDED AND SOLD AN INTERNET COMPANY
I met a guy at work, and we were both
fascinated by the internet. So, we assembled a
group of programmers and built a company. We called it SWAN Media. SWAN stood
for Something Without A Name. Please know I’d approach the naming differently if I
had a do-over. Sold my share to my partner in 1995, he sold the whole caboodle to iXL
in 1997. He made a ton of money; I recall making enough to buy a small laser printer.
That said, I was on the cutting edge knowing a big thing when I saw it. As a proven trend-spotter, I started
wearing Crocs in 2004 - they were big for a while too.
GOT IN AT THE BEGINNING OF THE MOBILE PHONE INDUSTRY
Answered an ad looking for a marketing person to promote car phones in
the southeast. Got the job and traveled around the country and the world
doing competitive assessments, pricing, advertising, merchandising,
research and building a customer analytics team before that was a thing
(e.g., ‘90s). Also got free phones and service which was cool at the time as
we talked on cell phones then.