As a marketer, I strive to understand the program or service a client has created so I can share the solution or "so what" with the target audience. For me, creative "thinking" involves asking questions, listening, brainstorming, quiet contemplation, and sharing of ideas until the story can be told.

A former boss has said that I am "exceptional when it comes to seeking out new marketing opportunities, learning, and implementing them to the strategic benefit of the company."

To be a good leader, you need to understand the strategy but also be able to adjust quickly when priorities or focus changes. This seems to happen daily which is why process is important but common sense still needs to rule.

My past operations background has helped me be proactive when possible, yet calmly reactive when needed.

Seeing the details while appreciating the overall vision is something I have demonstrated often during my time at NACS, especially with the promotion of our annual trade show, CAMEX. The many messages and targets and vehicles are challenging to coordinate, but our website is award-winning and our promotions have received many accolades from our board, members, staff, and other association peers.

I love brainstorming and sharing ideas without boundaries. Creativity is in all of us and can be revealed through many paths. I enjoy the journey and like to welcome all stakeholders along for the trip.

“Creativity is contagious, pass it on.”
-Albert Einstein



Photograph copyright: John T. Forristal

While I may not be the first or last to speak, I am willing to share my thoughts and ideas when I feel they can make an impact. I consistently take initiative to solve problems, look for better solutions, communicate additional information, and take on
new opportunities.

Collaborating with other staff is a daily occurrence, especially because I am part of eight cross-functional groups. When working with others, I strive to ensure the team and/or project is successful, going above and beyond when necessary. Fostering a sense of community - both internally and externally with our members - is important to me.

Because our Marketing team is a key internal service department, deadlines are strict and resources can be slight. Making our processes efficient yet flexible for clients is our goal. However, I will challenge expectations to drive improvements.

I am a dedicated and passionate person who takes pride in my work and my team's. I try to lead by example and, as my mother taught me, I always do my best. Otherwise, what's the point in doing it?

One of my favorite blogs from Seth Godin, Author and Direct Marketing Hall of Famer is:

The certain shortcut

The shortcut that's sure to work, every time:
Take the long way.
Do the hard work, consistently and with generosity and transparency.
And then you won't waste time doing it over.

Now that you know a little more about me, please take a look at a collage of projects I've helped create during the last two years: marketing materials for NACS, NACS Foundation, CAMEX, and indiCo.

I would like to share a Marketing/Communication project that was created for our NACS Foundation.

The Foundation branding was stale, inconsistent, and not engaging. The torchlight has always been part of the logo, but not a central focus on its own. I felt that it was a symbol that could be used to ignite more passion and warmth with their brand, so I made it the focal element.

Objective: Create a new "look" for NACS Foundation marketing materials and focus on how supporting the Foundation helps not only stores but our industry.

Starting with the 2012 Phonathon materials, the flame was enlarged and gently faded into the background. The blues from the color palette became the main hues, while the oranges and brown became more complimentary. Program emails, notecards, and other promotional materials all reflected the new look.

Scope:
Branding: Working closely with Creative, the color palette was refocused and the flame became the main visual element for materials.
Messaging: Rather than continuing to focus on "Who We Are" and how you can support us, we changed the messaging to speak to the audience and their needs. The Vendor Phonathon emphasized the benefits of supporting our programs:
-More buyers at CAMEX.
-More exposure for your products.
-More investment in our industry.
Testimonials from buyers and exhibitors were used in addition to photos from the show.

Phonathon Vehicles: pre- and post-emails, website, direct mailing, banner ads, social media, advertising, notecards/thank you notes, show and booth signage, reception

This year, the Phonathon piece was updated to include infographics and an even more direct message to tie to their branding: Ignite Your $ales. I also created a #Thx4Grant hashtag with a corresponding promotional plan incorporating a social media campaign. The goal was to increase awareness with potential donors for the CAMEX grant.

Former grant recipients have been posting their thank you “notes” on the Foundation and CAMEX Facebook pages and Twitter, and I cross-posted photos on a CAMEX Pinterest board. It has been so popular that several state and regional associations have challenged other associations to post as well. The plan continues through CAMEX where the Foundation Reception will have more opportunities for grant recipients and vendors to connect and share their #Thx4Grant wishes.

Process:
During our weekly meeting, we review plans, check statuses, and share ideas. For large projects with multiple targets and marketing vehicles, I create a promotional plan to review and/or use as a guide. The Gantt-like format helps jobs stay on track and shows how messages can overlap for cross-promoting.

I use Google Analytics, social media insights, and Real Magnet email tracking to help clients analyze the impact of their promotions and make necessary adjustments.

My role:
I took the opportunity to guide the NACS Foundation to create a new "look" for their key marketing materials. I felt that their flame icon was a strong image and could be used more in their promotions as a central element.

The Foundation Marketing Council was happy with the results: "They all love the new design! It was a huge hit!"

Focusing the copy on value and member solutions was also part of my role. Engaging the members using graphics and photos enabled the messaging to be more easily shared on the web and various social media platforms in addition to emails, print, and enewsletters.

While developing promotional plans, I suggested increasing social media messaging to improve engagement and I coordinated cross-promotions on different pages/mediums to expand their reach. I have also done training using Google Analytics to help them evaluate their ROI.

The use of the hashtag continues and the program surpassed goals in 2014 and 2015.

How can I help you?

Do you desire an accomplished strategic thinker that will challenge expectations to drive improvements for campaign results, customer engagement, and brand recognition?
Do you need a marketing professional that is comfortable with change yet understands the importance of process and metrics?
Do you want a leader who fosters a creative team atmosphere that focuses on solutions and results?

Tell me what you need for marketing success so I can help move it from a wish to a conclusion. Contact me:
amendenhall6@gmail.com