Kelly Crane
Overland Park,KS
Summary
Senior-level marketing professional with extensive experience in strategic marketing planning, integrated marketing communications, digital marketing and social media. And tech-savvy instructor with experience in education program management, course development and educational technology.
Overview
27
27
years of professional experience
Work History
Lecturer and Area Industry Mentor
University Of Kansas School Of Business
08.2016 - Current
- Designed, developed and delivered two to four unique courses per semester in a variety of formats including hybrid, online, on-ground, and HyFlex.
- Utilized the eight standards of the Quality Matters rubric in course development.
- Asked by the Marketing Department Chair to create a Sports & Entertainment Marketing course and later developed an Advanced Social Media course.
- Collaborated on the development of standards for an updated required core course in Digital Marketing & Social Media
- Applied innovative teaching methods such as simulations to encourage the students' achievement of learning objectives.
- Implemented instructional technologies in course delivery to engage and educate students.
- Increased student interest by incorporating real-world examples into lessons and connecting material to relevant experiences.
- Created materials and exercises to illustrate application of course concepts.
- Assessed students' progress and provided feedback to enhance learning.
- Built strong rapport with students through class discussions and academic advisement and mentoring.
- Served the school as the advisor for the Jayhawk Motorsports Business Team and as a chaperone on Marketing Club trips.
- Mentored and advised students to explore career pathways based and amplify knowledge, skills and strengths.
- Participated in conferences and professional development opportunities to stay up-to-date with latest trends in field and network with marketing leaders.
- Served on committees such as the BBA program task force.
- Participated in the Beta test of the Canvas rollout at KU, where I designed and rebuilt three courses.
- Met with students to dispense study and career advice and provide guidance and potential opportunities within chosen field.
- Was part of the Beta Testing of Canvas prior to KU's full implementation of the LMS tool. Assisted other faculty in learning its use as well.
- Spoke at educator conferences, professional organizations and professional development events as a representative of the school and department.
- Arranged syllabus, developed schedule, and determined reading list for varied courses simultaneously, giving students appropriate time to complete assignments and absorb information.
Education Program Manager
University Of Kansas School Of Journalism
01.2007 - 07.2016
- Enhanced program effectiveness by conducting thorough evaluations of curricula and implementing necessary improvements.
- Collaborated with J-school faculty to design, develop and deliver new course offerings for the program.
- Monitored student performance data closely, adapting program strategies accordingly for continuous improvement.
- Scheduled educational activities, faculty lectures and departmental events to drive mission and values of institution.
- Supported admissions process through application review and student registration.
- Designed creative marketing materials that increased awareness of available programs among target audiences such as a promo video (https://youtu.be/e4MooejzXwM) and online viewbook (https://issuu.com/kugraduatejournalist/docs/viewbook_final_edited_9_8)
- Streamlined communication among all stakeholders, ensuring timely updates on program progress and outcomes.
Marketing Manager
Bott Radio Network
10.2003 - 10.2006
- Established a project management process and used it to manage workflow between staff, including coordinating documents, planning, and creative material distribution.
- Coordinated with design and media teams to develop high-quality creative assets and worked with vendors to create templates of assets that could easily and efficiently be ordered and created for our satellite offices.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Performed voiceovers for radio commercials.
- Created company brand messaging, collateral materials, and promotional strategies.
- Planned major events for constituents.
- Developed and implemented unique marketing strategies targeting each of they core constituencies: Listeners, Programmers, Advertisers and Staff while reporting to the COO.
- Spearheaded marketing efforts for the launch of radio stations in new markets as the network experienced unparalleled growth, doubling the amount of signals from 19 to 39.
- Helped increase advertising revenue by 18% through the development of sales materials and data.
Sr. Consultant
KMA Direct Communications
09.2001 - 04.2003
- Reported to the Sr. VP of Client Services and the Sr. VP of Media and was recruited by the President to head a new Emerging Ministries Department, consulting nonprofit organizations with their broadcast programs.
- Developed three-year strategic marketing plans for clients that included infrastructure development, program syndication and continuity development, database management, relationship fundraising via direct mail and email, and research and data analysis.
- Created a fundraising component to the marketing of an event for a client, resulting in a nearly 1000% increase in revenue over the previous year.
- Collaborated with teams to define, strategize, and implement marketing and fundraising strategies.
- Assisted in business development efforts, securing new contracts and expanding the company''s client base.
- Created and managed project plans, timelines and budgets.
Director of Marketing
AmeriVision Communications, Inc. / LifeLine Comm.
06.2000 - 06.2001
- Spearheaded eBusiness and Internet Marketing initiatives, including the relaunch of the corporate website and the start-up launch of a member-based internet portal.
- Managed relationships with the corporate spokesperson, Olympic gymnast Mary Lou Retton.
- Wrote product-focused integrated marketing plans and retention and win-back strategies to reduce customer churn.
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
- Led a rebranding effort for the company, which included the creation of all-new branded collateral.
Vice President of Marketing
Women Of Faith, Inc.
04.1997 - 04.2000
- Led cross-functional teams of more than 30 people from four departments in the development of creative assets for integrated marketing campaigns.
- Implemented new organizational systems for utilization in project management functions.
- Spearheaded a rebranding effort.
- Managed a multimillion-dollar annual marketing budget, while reporting directly to the President, COO and CEO/Founder.
- Spearheaded initiatives to refine target audience segmentation, resulting in more tailored messaging and increased conversion rates.
- Increased brand awareness by developing and executing comprehensive integrated marketing campaigns, resulting in a 124% increase in ticket sales and a nearly $2.6M (196%) increase in merchandise sales.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Devised content strategy to effectively engage target audiences.
- Collaborated with executive leadership to set strategic marketing goals aligned with overall business objectives and communicated marketing strategy and campaign performance to verify alignment with those objectives.
- Negotiated and managed strategic partnerships to enhance marketing objectives.
- Preserved brand integrity by monitoring consistency and quality of marketing content.
- Optimized marketing budget allocation to maximize return on investment, prioritizing high-impact initiatives that were focused on the achievement of our key objectives.
- Spearheaded email marketing and viral internet marketing efforts; launched Women of Faith's relationship-building website, achieving the goals of one million page views per month and 100,000 members several months prior to target.
- Produced and directed radio/TV ads and promotional videos and served as the editor of the company's New Life Quarterly magazine.
Education
MBA -
University of Kansas
Lawrence, Kan.12.2004
Bachelor of Arts - Psychology
Baylor University
Waco, Tex.05.1989
Skills
- Strategic Marketing Planning & Execution
- Integrated Marketing Communications and Brand Management
- Marketing Project Management
- Digital & Social Media Marketing, including Email Marketing
- Public Speaking & Presentation Skills
- Management & Leadership Skills
- Budget Management
- Writing Press Releases, Advertising Copy and Video Scripts
- Proficient in Microsoft Office Suite
- Adobe Creative Cloud experience
- Video editing
- Learning Management Systems, including Canvas, Blackboard and Moodle
Timeline
Lecturer and Area Industry Mentor
University Of Kansas School Of Business
08.2016 - Current
Education Program Manager
University Of Kansas School Of Journalism
01.2007 - 07.2016
Marketing Manager
Bott Radio Network
10.2003 - 10.2006
Sr. Consultant
KMA Direct Communications
09.2001 - 04.2003
Director of Marketing
AmeriVision Communications, Inc. / LifeLine Comm.
06.2000 - 06.2001
Vice President of Marketing
Women Of Faith, Inc.
04.1997 - 04.2000
MBA -
University of Kansas
Bachelor of Arts - Psychology
Baylor University
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