William Kersten
Toledo
Summary
Dynamic communications expert with a proven track record at the University of Michigan School of Nursing, enhancing brand visibility and engagement through strategic social media management and compelling content creation. Skilled in journalistic writing and building narratives, demonstrated by a 34% increase in content impressions. Excels in deadline management and effective copywriting, driving impactful messaging and brand alignment.
Overview
9
9
years of professional experience
Work History
Communications Specialist
University of Michigan School of Nursing
Ann Arbor
12.2023 - Current
- Spearheads the development and maintenance of compelling content across a variety of platforms, including presentations, websites, print materials, newsletters, and social media
- This involved adhering to AP styles and ensuring content aligned with the institution's brand standards
- Leading the social media strategy for all platforms, resulting in a notable increase of followers by 7% year-over-year, with impressions rising by 34% and engagements by 47%
- This success was achieved through meticulously planned and curated posts that resonate with target audiences
- Collaboratively working alongside graphic designers to produce high-quality digital artwork that faithfully represents brand identity, enhancing the overall visual communication efforts
Freelance Journalist
Toledo City Paper
Toledo
09.2020 - Current
- Delivered impactful stories on community affairs, politics, health, and sports, ensuring content met publication standards and appealed to the local readership
- Established a significant online presence by developing engaging social media content, thereby expanding the reach and visibility of published stories
Marketing & Communications Specialist
ProMedica Health System
Toledo
11.2021 - 12.2023
- Orchestrated comprehensive marketing strategies alongside an external advertising agency, focusing on increasing brand recognition and engagement for acute care facilities across various media channels, including social and traditional media
- Played a pivotal role in content development and secured adherence to brand standards by collaborating with graphic and marketing teams, resulting in successful campaigns that effectively communicated the brand's message
- Provided leadership in consultations with hospital leadership to shape impactful communication strategies, improve marketing efficacy, and ensure alignment with business objectives
Contributing Writer
Steeler Nation
Pittsburgh
03.2021 - 10.2022
- Engaged audiences with well-researched articles on sports trends and events, utilizing in-depth research and analytics to enhance content relevance and accuracy
Internal Communications Specialist
ProMedica Health System
Toledo
12.2018 - 11.2021
- Implemented a strategic internal communication plan to enhance organizational transparency and employee engagement across the ProMedica system
- Operated as a key team leader in producing timely and relevant content for internal audiences, with a focus on enhancing employee culture and capturing the essence of organizational achievements
- Managed an editorial calendar that ensured consistent delivery of key messages, keeping employees informed
News Producer
WTVG 13abc
Toledo
09.2017 - 09.2018
- Directed the production of high-quality news broadcasts, integrating live coverage of breaking events and ensuring news sequencing met time constraints and quality standards
- Managed the station's social media platforms, employing strategic insights to grow audience engagement
Anchor/Reporter
UT:10 News
Toledo
01.2017 - 05.2017
- Produced and anchored news content for a weekly newscast, applying strong editorial judgment to select relevant stories and present them in a captivating manner
- Acted as a storyteller for various sports events, bringing a personal touch and depth to broadcasts through thorough research and compelling narrative frameworks
On Air Talent/Sports Commentary
88.3 WXUT
Toledo
11.2015 - 05.2017
- Provided insightful and dynamic live sports commentary for local radio broadcasts, demonstrating expertise in play-by-play and color analysis
Education
Bachelor of Arts - Communication
University of Toledo
Toledo, OH05.2017
Graphic Design -
Owens Community College
Toledo, OH12.2015
Skills
- Journalistic Writing
- Strategic Social Media Management
- Email Campaign Expertise
- Copyediting
- Messaging and speechwriting
- Press release writing
- Social media management
- Corporate messaging and speechwriting
- Marketing
- Photography
- Internal communications
- Communication Strategy
- Effective Copywriting
- Brand Alignment
- Research and Analysis
- Deadline Management
- Multimedia Production
- Office Suite Proficiency
Accomplishments
- Touchstone Award Nominated Writer
References
References available upon request.
Timeline
Communications Specialist
University of Michigan School of Nursing
12.2023 - Current
Marketing & Communications Specialist
ProMedica Health System
11.2021 - 12.2023
Contributing Writer
Steeler Nation
03.2021 - 10.2022
Freelance Journalist
Toledo City Paper
09.2020 - Current
Internal Communications Specialist
ProMedica Health System
12.2018 - 11.2021
News Producer
WTVG 13abc
09.2017 - 09.2018
Anchor/Reporter
UT:10 News
01.2017 - 05.2017
On Air Talent/Sports Commentary
88.3 WXUT
11.2015 - 05.2017
Bachelor of Arts - Communication
University of Toledo
Graphic Design -
Owens Community College
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