TRICIA MCKNIGHT

Entrepreneurial professional with experience amplifying and enhancing products and services to deliver solutions to internal and external client and agency partners. Combines broad industry knowledge, communication, analytical and problem-solving abilities and sales expertise to grow products and services. Brings over 10-year executive background developing and executing strategies to deliver business results.

• Led research, stakeholder engagement and redesign of green energy product. Marketing campaign and launch of new product resulted in 20% increase in enrollment and 25% increase in product awareness.
• Internal communication campaign utilizing a variety of channels for new HR software implementation resulted in a smooth transition and 96% successful feedback from survey results.
• Analyzed field work and process for surge guard inventory. Recommendations resulted in a 15% reduction in budgeted inventory and process to recycle inventory returned from field.
• Launched Community Solar- Sold Out in record time

PROSCI Change Management

Pieces of content creation work that I have published.

**The link below is an example of an article written for OPPD customers to inform on what moving an extremely large transformer entails...

https://oppdthewire.com/crews-move-an-autotransformer-to-new-home/

** Community Solar was a product I developed and launched. Created website content including description, FAQ's, service agreement and collaborated on video casting and content.

https://www.oppd.com/residential/products-services/community-solar-program/

**The document below is an example of a marketing strategy created to gain new, loyal customers for an entertainment company in Nebraska who is fairly new to the Nebraska market.

Entertainment Company Marketing Strategy- Nebraska Player Loyalty Program

Created by: Tricia McKnight

Plan Objective:

Launch a new Player Loyalty Program in Nebraska, like the successful program in Illinois, which will target establishment owners, employees, and new patrons to establish customer trust and loyalty to the Entertainment Company brand and service.

Target Customers:

Establishment owners Restaurants, bars and grills, bars, gas stations,

Employees VFW’s, laundromats, arcades, bowling alleys

Patrons amusement parks

Competitive Analysis:

Understand major competitors and their loyalty offerings.

· NTS- Offers opt-in newsletter mailing list, offers similar products and services, offers digital media advertising on-screen in establishments.

· They host Omaha Metro’s largest dart and pool leagues.

· No established loyalty program in Nebraska.

· Onsite retailer of pool and dart supplies

Positioning:

Establishment owners & employees

· Launch event. Host a launch event at a popular gathering place in Omaha. Invite establishment owners and employees. Offer incentives such as free merchandise or discounts. Offer exclusive launch promotions or bonuses for customers who sign up for the loyalty program during the initial rollout period. This could include bonus points, free plays, or entry into special giveaways.

· Evaluate incentive program for establishment owners and employees that rewards them for x number of enrollments from their establishment.

o Consider referral cards for employees to give to patrons

o Success can be measured by # of referrals received

· Direct-mail campaign. Send out targeted direct mailers to retail establishment owners and their employees, introducing the new loyalty program and its benefits. Include personalized offers or incentives to incentivize sign-ups and engagement.

o Purchase retail establishment email leads and do email blast

o Data analytics can provide statistics to show success rate

o Growth of opt-in email lists will signify success

· In-store signage and promotions. Provide retail establishments with branded signage, posters, and promotional materials to display in-store. Offer special discounts or bonuses for customers who sign up for the loyalty program on the spot.

o Posters

o Promo coasters with QR code for easy enrollment

o Removable vinyl stickers on tables

o Signage on bathroom walls and back of doors

o Success can be measured by tracking the increase of program enrollments per establishment

· Customer referrals. Encourage existing loyalty program members to refer friends, family, and colleagues to join. Offer incentives such as bonus points, free plays, or entry into exclusive contests for successful referrals.

· Digital marketing. Social media promotions including loyalty member experience tutorial and social media advertising. Highlight the benefits of joining the program and exclusive rewards. Monthly newsletter opt-in option. Potential for contest or drawing for enrollments before a specific date.

o Record video of existing loyalty program member talking about the benefits and why they joined and post on social media

o Publish monthly newsletter highlighting promos and successes

o Promote a monthly contest for members

o Consider monthly video series- testimonials, educational, image reels

o Facebook and google analytics can help measure success along with analyzing enrollments after digital post is published

· Partnerships and collaborations. Seek out opportunities for joint marketing or collaborations. Consider sponsorship for local business events.

o Local newsletters or business guides

o Charity or business events

· Employee Engagement. Provide training sessions or informational materials to retail establishment owners and their employees about the benefits of the loyalty program. Encourage employees to actively promote the program to customers and highlight its value. Consider employee referral program.

· Community engagement. Engage with the local community by sponsoring events, hosting charity drives, or participating in local festivals. Use these opportunities to promote the new loyalty program and showcase its benefits to a wider audience.

· Utilize existing customer email list to promote launch of new loyalty program.

Customer Feedback:

60-90 days after loyalty program enrollment, send customers a feedback survey to gage their experience and any program improvements.

*The next steps would be to establish which of these tactics are feasible and cost-effective along with prioritizing and creating a timeline.