Holly Trotter-Appleton
Cleveland,TN
Summary
Innovative Marketing leader with 15+ years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in public relations, content creation, brand management and social media engagement. Detail-oriented, attentive and decisive leader skilled in working under pressure and adapting to new situations and challenges.
Overview
23
23
years of professional experience
Work History
Director of Communications
Cleveland State Community College
02.2021 - Current
- Develop and execute comprehensive marketing plans and campaigns that integrate diverse communication strategies across traditional and modern media channels
- Oversee multi-channel marketing endeavors spanning print, broadcast, web, email, social networks, mobile, and video
- Establish marketing objectives and the assessment of communication effectiveness (both qualitative and quantitative metrics, conducting testing, data collection, and analysis with tools like Google Analytics.)
- Evaluate the impact of online efforts and inform future resource allocation for marketing, public relations, and social networking initiatives
- Collaborate with the Admissions and Enrollment Management teams to devise innovative marketing strategies that elevate the college's visibility and bolster recruitment efforts
- Collaborate with other college departments for various marketing projects, event advertisements (including both credit and non-credit programs), and maintain a comprehensive marketing toolkit
- Ensure consistent use of the college's stylistic elements and brand identity across all communication channels
- Manage relationships with external vendors and contractors for advertising, publications, and direct mail
- Craft strategies and policies for effective new media communication, emphasizing relationship-building between the college and key audiences
- Develop communications strategies to drive forward progress in public relations
- Manage and maintain the Communications Department's marketing, advertising, travel and operational budgets. ($150,000 - $175,000)
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral
- Continually maintained and improved company's reputation and positive image in markets served
- Coordinated with design and media teams to develop high-quality creative assets
Communications Project Manager
Cleveland State Community College
06.2020 - 06.2021
- Strategically plan and execute various communication initiatives
- Manage project timelines, budgets, and cross-functional teams, including graphic designers, content creators, social media coordinators and communications assistant
- Collaborate with college leadership to develop communication strategies, create and disseminate messaging, and maintain media relationships
- Assess project performance, ensuring that communication efforts align with the college's goals
- Engage in public relations tasks, cultivating relationships with media outlets, preparing press releases, and serving as a spokesperson when needed
- Assisted with media interviews, prepping guests and offering assistance with setup
- Maintained open communication by presenting regular updates on project status to customers
- Scheduled and facilitated meetings between project stakeholders to discuss deliverables, schedules and conflicts
- Tracked project and team member performance closely to quickly intervene in mistakes or delays
Community Relations Specialist
Cleveland State Community College
06.2019 - 06.2020
- Serve as a liaison between the college and its alumni, civic organizations, governmental, educational and industry partners
- Enhance existing and build new partnerships with community organizations throughout CSCC's five-county service area
- Work with the Director of Marketing and Communications to identify key events and activities in which CSCC should be involved
- Organize a college speakers bureau featuring CSCC faculty/students/ administrators as guest speakers at various civic clubs and industry partner workplaces throughout the year
- Represent and promote CSCC to external stakeholders and share leads for potential industry partners, alumni and educational partners with the respective college representatives
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- Coordinate campus representation at civic functions and related meetings
- Establish and staff the CSCC Community Outreach Team comprised of faculty/ staff representatives of the five-county service area and who serve as a vetting mechanism for community events and activities for the college
- Establish and maintain relationships with media throughout the five-county service area focusing on lifestyle and educational publications and websites
- Develop and present story ideas about the College, students, faculty and staff
- Market offerings and services to community
Public Relations Coordinator
Cleveland State Community College
01.2008 - 06.2019
- Develop and communicate relevant news articles and public service announcements about campus programs and events to the general public in a timely manner
- Develop and communicate human interest / feature articles about the personal and professional accomplishments of CSCC faculty, staff, students and alumni to all forms of media in a timely manner
- (Average approximately 175-250 articles annually)
- Insure necessary copy writing and copy editing of promotional materials, publications, advertisements, newsletters, website, etc.
- Establish relationships with all media (print, radio, television) that covers the five-county service area
- Cultivate online dialogue with students through the College's social media outlets to gain insight through user-generated content and responsive feedback in real-time
- Acquire and submit all digital photography for media releases
- Prepare digital images for media specifications
- Serve as the voice of Cleveland State on Mix 104.1 radio station twice a week providing a "Cleveland State Update" of upcoming events/activities/programs on the CSCC campus
- Develop and implement internal public information initiatives
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- Write speeches for the President as needed for upcoming events, receptions, commencement, etc.
- Host press conferences to generate positive publicity for the college on special occasions
- Implement and assist with casting calls and photo shoots for various campaigns involving students
- Communicate relevant information about campus programs and events to faculty, staff, former employees, alumni and community members through various newsletters
- Generate positive publicity for the college by submitting human interest and news releases about CSCC to the Community College
- Align projects and daily activities with company vision, strategies and tactics
- Design and create campaign e-mail invitations, articles and marketing videos
- Write and edit articles, web content, advertising copy, periodicals and publications for internal and external audiences
Adjunct Instructor
Cleveland State Community College
08.2011 - 12.2011
- Taught Business Writing course for business majors
- Help individuals enhance their writing skills for professional and corporate communication
- Cover fundamental writing skills such as grammar, punctuation, and sentence structure, while also emphasizing the unique demands of business communication
- Explore various forms of business writing, including emails, reports, proposals, memos, and formal letters
- Provide guidance on proper formatting, tone, and style for each type of document
- Teach editing and proofreading techniques to eliminate errors and enhance clarity
- Examine and grade assignments and assessments to report grades to appropriate personnel
- Create and implement course agendas, lesson plans and activities to successfully meet course objectives
- Improve student understanding by efficiently managing teaching materials and answering students' discussion inquiries
- Consistently communicate with students to acknowledge and reward positive strides and discuss areas of improvement
- Design and deliver class instruction to meet course competencies
- Engage students with insightful and compelling classroom discussion of topics relevant to coursework to boost student learning and retention
- Define and articulate goal learning outcomes, performance metrics, and changes to improve student learning
- Collaborate with department head to create dynamic, ongoing curriculum development, and instruction improvement program
Enrollment Management Coordinator
Cleveland State Community College
04.2002 - 01.2008
- Initiate and coordinate recruitment activities targeting high school students in the college's five-county service area
- Coordinate management of a prospective student database and communication with prospective students, including direct mail, phone and other electronic contact and follow-up with inquiries and prospects
- Managed, developed and trained staff, established and monitored goals, conducted performance reviews
- Develop and implement special events / activities at the college that will assist in recruitment and enrollment development
- Assist with other college- sponsored events to ensure availability of recruitment services
- Counsel prospective students regarding the enrollment process, college programs and services and admissions requirements
- Coordinate and conduct detailed information sessions and tours for groups and individuals visiting the college
- Compile and report data relevant to institutional needs, enrollment and recruitment activities and evaluation of services
- Supervise clerical staff, admissions recruiters and student workers
- Coordinate training for college faculty and staff involved in recruiting activities to ensure quality delivery of service and consistency of message presented
- Work with the Marketing and Public Information Department to develop recruitment materials appropriate for all audiences including high school student, non-traditional adult students and students from diverse ethnic backgrounds
- Host luncheons and ACT workshops for local guidance counselors, as well as various college information sessions for parents and students at local high schools throughout the CSCC service area
- Assist with New Student Advising and Registration Program each semester
- Create and implement a more personalized communication flow from the college to prospective students
- Write copy for all recruitment brochures, including viewbook, enrollment guide, academic department program flyers, etc.
Adjunct Instructor
Cleveland State Community College
08.2005 - 12.2005
- Taught a developmental writing course which serves as a bridge between high school and college-level writing, offering a supportive environment for skill development
- Enhance students' writing skills, particularly for those who lack proficiency in academic writing
- Cover essential elements such as grammar, punctuation, and sentence Page 5 of 7 structure, paragraph and essay structure, critical thinking, and research skills
- Emphasize revision and editing techniques to improve clarity and coherence
Admissions Counselor
Tennessee Technological University
08.2000 - 04.2002
- Extensive travel to high schools and community colleges throughout east recruiting students to TTU
- Maintained a record system of high school and college visits, interviewing prospective students and their families visiting the campus and continuing to provide support to those students through follow-up correspondence
- Evaluate east Tennessee scholarship applicants and awarding scholarships based on academic performance
- African-American College and Career Enrichment Camp Coordinator (ACE Camp): Plan and coordinate an itinerary for African-American students to visit our campus for one week while implementing career choice opportunities
- Develop and implement specific recruitment projects and complete routine reports pertaining to recruitment
- Identify and address concerns of incoming students and parents
- Organize college tours for graduating students and coordinated group visits from high schools
- Educate students on college admissions process and scholarship requirements
Education
Master of Arts (M.A - Instructional Leadership
Tennessee Technological University
2003
(additional Coursework in Upper-Level English) -
The University of Tennessee At Chattanooga (UTC)
Chattanooga, TN2003
Bachelor of Science (BS) - English-Journalism, Public Relations
Tennessee Technological University
1999
Associate of Science (A.S - General Transfer
Cleveland State Community College
1997
Skills
- Public and Media Relations
- Content Development
- Project Management
- Campaign Coordination
- Brand Management
- Recruitment
- Customer Needs Assessments
- Copyediting
- Marketing Strategies
- Social Media Content Development
Accomplishments
● American Advertising Federation - Silver Addy Award (Event Campaign for Public Service-Holocaust Survivor Speaker
● American Advertising Federation - Silver Addy Award (CSCC is everything! Campaign)
● NCMPR Gold Medallion Award (Promotional Campaign for a Special Event - Navajo Code Talkers Speaker)
● NCMPR Gold Medallion Award (Promotional Campaign for a Special Event - It's All About the Green)
● NCMPR Gold Medallion Award (Promotional Campaign for a Special Event - STEM Camps)
● Career Track Mistake-Free Grammar/Proofreading Seminar Certificate
● NCMPR Bronze Medallion Award (Wild Card Category - One Source)
● NCMPR Silver Medallion Award (Successful Recruitment Marketing Program - CSCC is everything!)
● NCMPR Silver Medallion Award - Feature Article
● Kouzes and Posner Leadership Challenge Workshop Certificate
● Crisis Prevention Intervention Certificate
Affiliations
● Public Relations Society of America (PRSA)
● National Council for Marketing and Public Relations (NCMPR)
● Cleveland Media Association (CMA)
● Tennessee College Public Relations Association (TCPRA)
● Tennessee Association for Collegiate Registrars and Admissions Officers (TACRAO)
● Southern Association for Collegiate Registrars and Admissions Officers (SACRAO)
● Tennessee Higher Education Commission (THEC)
● Biltmore Who's Who Among Executives and Professionals
● American Advertising Federation
● Ruffalo Noel-Levitz
Additional Information
William Seymour
Cleveland State Community College
President (Retired)
drbill.seymour@gmail.com
(423) 599-5742
Susan Webb-Curtis
Pellissippi State Community College
Executive Director of Workforce and Community Development
swebbcurtis@pstcc.edu
(423) 836-3253
Robert L. Hodum
Tennessee Technological University
Associate Vice President for Enrollment Management and Student Success (Retired)
bhodum@charter.net
(931) 260-3151
Timeline
Director of Communications
Cleveland State Community College
02.2021 - Current
Communications Project Manager
Cleveland State Community College
06.2020 - 06.2021
Community Relations Specialist
Cleveland State Community College
06.2019 - 06.2020
Adjunct Instructor
Cleveland State Community College
08.2011 - 12.2011
Public Relations Coordinator
Cleveland State Community College
01.2008 - 06.2019
Adjunct Instructor
Cleveland State Community College
08.2005 - 12.2005
Enrollment Management Coordinator
Cleveland State Community College
04.2002 - 01.2008
Admissions Counselor
Tennessee Technological University
08.2000 - 04.2002
Master of Arts (M.A - Instructional Leadership
Tennessee Technological University
(additional Coursework in Upper-Level English) -
The University of Tennessee At Chattanooga (UTC)
Bachelor of Science (BS) - English-Journalism, Public Relations
Tennessee Technological University
Associate of Science (A.S - General Transfer
Cleveland State Community College
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