AMY E. DEAN5 Falmouth Dr. Grafton, MA 01536 ADeanWriter@aol.com Cell: 774-551-6288

MARKETING & COMMUNICATIONS EXECUTIVE/LEADERBrand Management / Strategic Positioning / Thought Leadership Communications

Highly motivated, dedicated, and institutionally centered practitioner with four decades of experience in higher education. Strong, visionary leader with a high level of quality management. Skilled organizer and manager of complex functions; able to practice effective problem-solving. Experienced professional with a proven record of accomplishment for developing and leading comprehensive marketing and strategic communications campaigns in higher education, in support of brand/rebrand development, brand harmony, thought leadership communications, public relations and crisis management, competitive marketplace positioning, and more.

Expertise in creating and strengthening an organization’s brand and communicating brand harmony through strategic multi-channel positioning. Demonstrated success driving growth in targeted markets through strategic communications, creative and market-competitive campaigns, and oversight of key projects. Leadership skills that build, motivate, and guide top-performing teams. Adept at all facets of strategic communications, including thought leadership, public relations, special event planning, print and electronic media, flash and video, advertising, brand development, crisis communications, and more.

Core competencies include:BRANDING

PUBLIC RELATIONS/NEWS BUREAU

MARKET RESEARCH & ANALYSIS CRISIS MANAGEMENT

PRINT/DIGITAL PUBLICATIONSWEB & SOCIAL MEDIA MANAGEMENT

THOUGHT LEADERSHIPLEADERSHIP/TEAM BUILDING

ACCOUNTABILITY & INTEGRITY INTERNAL RELATIONSHIP BUILDING

NEW MARKET PENETRATION FISCAL MANAGEMENT

PROFESSIONAL EXPE

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DIRECTOR, MARKETING & STRATEGIC COMMUNICATIONS, 2011-PRESENTBECKER COLLEGE, Worcester & Leicester, Massachusetts

Becker College is a small, private institution that offers nationally recognized undergraduate programs of study as well as adult learning degree and certificate programs. The two-

campus College is comprised of more than 2,000 students who enjoy a close-knit community, highly engaged faculty, an active student life program, and opportunities for community service at home and around the world.

Oversight: Development of brand and brand positioning to enhance the College’s reputation and garner visibility as a nationally recognized baccalaureate institution. Creation and deployment of strategies designed to strengthen the College’s competitiveness in the higher education marketplace. Development, execution, and management of a comprehensive, results-driven institutional marketing and strategic communications plan.

Selected Achievements:

Supervise 3 FTE; utilize the expertise of marketing and media consultants.

Reorganized the marketing and communications team into a highly functional, centralized, integrated marketing unit with a strong focus on customer service. Instituted a work order process and tracking system.

Devise marketing strategies to gain and/or improve rankings in high-level surveys and reports, including U.S.News & World Report, Forbes, etc. Achieved #9 in the world ranking for the College’s game design program; the program has been recognized for six consecutive years by The Princeton Review.

Created PR/visibility campaigns for important College initiatives and activities.

Created an institutional communications thought leadership strategy for the president. Outcomes include: the president was named to the “top 16 presidents publishing op-eds” (Phair Advantage) and was a finalist for the 2015 PR News’ Social Media Icon Award. Write presidential postings in the Huffington Post (http://www.huffingtonpost.com/robert-e-johnson/) and place op-eds (published in University Business and the Worcester Telegram & Gazette.

Developed strategic public relations strategies; leverage the College’s thought leaders by promoting their expertise (avian flu, data science, health sciences, criminal justice) in the media, through op-eds, for broadcast interviews, in native advertising, and in other ways that are topical, timely, and building awareness about the College.

Engage in digital marketing and communications strategies, including the development of content and social media to strengthen the College’s visibility and brand across a number of technology platforms: Twitter (4+ sites), YouTube, Google+, Hubspot, Facebook (4+ sites), FlipBoard, Instagram, Pinterest, and LinkedIn (2 sites).

Deliver brand, messaging, information, and compelling communications through multiple platforms and channels through the deployment of a converged media strategy via paid, owned, and earned content channels.

Promote the Becker brand and identity through a Visual Identity System, refreshed campus signage, branded enrollment and institutional advancement campaigns, bookstore merchandise, giveaways, and more.

Strengthen the public’s understanding, on a macro level, about the College and its excellence in local, regional, national, and international markets.

To date, garnered more than two dozen awards for social media and print publications. (See the full list of awards at: http://www.becker.edu/about/institutional-awards.)

Cultivated strong internal relationships with undergraduate and accelerated programs admissions teams, athletics, the School of Animal Studies, the Dean of Nursing, faculty, administrators, staff, and students.

Oversaw branding and communications for the College’s 225th Anniversary celebration.

Oversee the development of the president’s reports on print and digital platforms. Creating a mobile-friendly-first for the 2015 report.

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Launched a redesigned www.becker.edu to include video, photo galleries, comprehensive content, timely updates, new pages, Google search, Web 2.0 and social networking initiatives, Google Analytics, and more. Continually refresh web pages (2,000+) for a personalized, robust, and engaging site.

Oversaw the College’s first Princeton Review student survey. To date, the College has been recognized for four consecutive years as a “best college for undergraduate education” by The Princeton Review.

Serve as a consultant on a wide range of projects for departmental initiatives.

Crafted the Emergency Operations Plan; oversee crisis communications. Certified in “Managing Critical Incidents for Higher Education Institutions: A Multi-Disciplinary Community Approach” (3-day workshop), through Texas A&M Engineering Extension Service National Emergency Response and Rescue Training Center, in partnership with the International Association of Campus Law Enforcement Administrators.

Establish benchmarks/intended goals for marketing/communications, digital campaigns, promotions, advertising, social media, and other initiatives. Undertake a regular process of measurement and evaluation on all tactics. Analyze the effectiveness of campaigns and other initiatives, and revise strategies.

Research new and innovative platforms, tactics, and more.

Committee Memberships and Other Activities

President’s Leadership Council

Chair, Mission Statement Committee

Member, Vision Statement and Core Values Committee

Chair, Vice President of Enrollment Management Search Committee

Member, NEASC Accreditation Committee (Standard 10. Public Disclosure)

Member, Brand Platform Committee

Member, 225th Commencement Anniversary Committee

Member, President’s Blog Committee

Chair, Website Development Committee

Member, Health & Wellness Committee

Adjunct Professor: Personal Brand, and Marketing Management

DIRECTOR, MARKETING & COMMUNICATIONS, 2006-2011SPRINGFIELD COLLEGE, Springfield, Massachusetts

Springfield College is a private higher education institution with an international reputation that offers a wide range of programs of study, intensive internship and community service initiatives, and strong community-based partnerships. The College has five schools, including one with multiple locations.

Oversight: Development, execution, and management of a comprehensive marketing and communications plan. Provided leadership for all marketing efforts, including brand development, management, and enhancement.

Selected Achievements:

Developed and launched new branding initiatives, visual and graphic identity, and consistent messaging in all print and electronic media, in support of the College’s mission, reputation, and strengths.

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Reorganized the marketing and communications team into a highly functional centralized, integrated marketing unit. Directed 11 FTE.

Oversaw a complete Web enhancement (in-house), including conversion from a static to a dynamic system, augmentation with Google search, creation of an interactive virtual tour, flash, photo galleries, video, animation, Web 2.0 and social networking initiatives, and more.

Developed and strengthened partnerships with internal stakeholders; launched new internal communications programs and enhanced all internal communications.

Partnered with Enrollment Management to bring in the largest first-year class in the College’s history (2008) and, in 2009, the largest overall enrollment for the institution.

Partnered with Institutional Advancement in campaign communications for the College’s largest fundraising campaign. Developed marketing initiatives to assist the Annual Fund in achieving its goal of raising $125,000; the campaign garnered more than $205,000 through direct mail appeals, e-mail blasts, and flash Web communications.

Partnered with the Office of Alumni Relations on alumni communications, including class e-mail communications, and Reunion and Homecoming brochures.

Planned special events, including commemorations, groundbreakings, ribbon-cuttings, special events dinners, community engagement activities, and more.

Oversaw publication of the College’s alumni magazine.

Broadened media outreach (print and broadcast) locally, regionally, and nationally. Expanded PR Newswire and hometown news initiatives.

Advised on application to local, regional, and national honors and awards.

Provided oversight for crisis communications.

Committee Memberships

125th Anniversary Committee (Steering Committee and Chair, Marketing & Publicity)

NEASC Steering Committee and Co-Chair Standard 10. Public Disclosure

Administrative Software Steering Committee and Chair, Communications

Member, President’s Council and the President’s Cabinet

ASSISTANT VICE PRESIDENT, COMMUNICATIONS, 2004-2006[ACTING] VICE PRESIDENT, MARKETING & COMMUNICATIONS, 2004-2006

WORCESTER POLYTECHNIC INSTITUTE, Worcester, Massachusetts

Worcester Polytechnic Institute is a private higher education institution with a strong reputation for engineering programs and study-abroad semesters, which often lead to improvements in creating sustainable and successful communities in international societies.

Oversaw the creation of a dedicated Office of Marketing & Communications, identified staffing needs and marketing functions, and assumed budgetary control. Provided supervision and oversight for all institutional communications, with particular emphasis on strategic positioning and brand identity.

Selected Achievements:

Supervised 8 FTE.

Directed and oversaw publications, the quarterly alumni magazine, print advertising and office/department brochures, the news bureau, the annual report, alumni/development communications, and internal communications.

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Oversaw and directed crisis communications for sensitive issues, campus crisis situations (crime/safety alerts and media advisories), and emergencies, including a Norwalk virus outbreak that affected 60+ students and a fraternity house fire.

Provided marketing, public relations, communications, and media counsel to a number of departments critical to achieving the university’s strategic goals.

Oversaw an increase in media hits; launched a quarterly research e-publication highlighting the institution’s funded and non-funded research-based initiatives.

Committee Memberships

Member, President’s Cabinet

PUBLICATIONS MANAGER, 2004-2005WORCESTER POLYTECHNIC INSTITUTE, Worcester, Massachusetts

Selected Achievements:

Directed production of Transformations, the university’s flagship magazine.

Hired freelance writers and supervised assignments.

Supervised graphic design, production, alumni news, and feature writers.

Worked with outside vendors to ensure production of a top-quality magazine.

Managed publications budget.

PUBLIC AFFAIRS, MANAGING EDITOR 1999-2004DEVELOPMENT/ALUMNI SENIOR EDITOR-WRITER, 1996-1999

BOSTON UNIVERSITY, Boston, Massachusetts

Boston University is a private higher education institution with a strong international reputation and a wide range of academic programs offered through 12 schools and colleges within the university.

Selected Achievements:

Managed writers, graphic designers, advertising coordinator, production personnel, copyeditor, and proofreader for the university’s faculty/staff weekly newspaper.

Developed, assigned, and approved articles and photography; determined layout and design; approved paper before delivery to printer.

Established open lines of communication with staff at 12 schools and colleges.

Worked in a high-pressure, deadline-oriented atmosphere.

Developed brochures, print ads, and direct mail campaigns for fundraising and alumni events.

Assessed fundraising needs and alumni giving levels; developed articles to tap into those resources.

Oversaw 10 alumni newsletters.

OWNER/OPERATOR, DEAN MARKETING & COMMUNICATIONS 1984-1996

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North Grafton, Massachusetts

This freelance business offered clients marketing consultation and writing on numerous projects, and additionally served as a launch-pad for publication of more than a dozen books.

Selected Achievements:

Consultant for marketing campaigns, market research analysis, and print material for a variety of clients, including Riddell (football equipment), Motorola (handheld GPS), Schmidt (collectibles and giftware), Parker Brothers and Milton Bradley (toys and games), and Sundance Publishers (K-12 teaching packages).

Wrote, marketed, and published more than a dozen nonfiction books and four novels (www.amydeanwriter.com). Achieved over half-million sales worldwide, licensing agreements (audio and merchandise), and foreign translations.

Keynote conference speaker.

Previous employment history:

SENIOR COMMUNICATIONS SPECIALIST/LICENSING AND INVENTOR RELATIONS 1981-1984: PARKER BROTHERS, Beverly, Mass.

FUNDRAISER/EDITOR 1980-1981: FOUNDATION FOR TEACHING ECONOMICS, San Francisco

SENIOR EDITOR/ACQUISITIONS EDITOR 1978-1979: TEACHING RESOURCES, Hingham, Mass.

ASSISTANT EDITOR 1975-1978: NATIONAL FIRE PROTECTION ASSOCIATION, Boston

EDUCATION TR

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Bachelor of Arts – Skidmore College: Saratoga Springs, New York

Noteworthy Achievements & Interests:

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Author of over a dozen nonfiction books focused on self-development, spirituality, conservation, community service and social responsibility, animal welfare, nature, and more (www.amydeanwriter.com)

Certified aerobics instructor, personal trainer, and sports nutritionist; developed Employee Wellness Programs at Worcester Polytechnic Institute, Springfield College, and Becker College

Motivational speaker on college campuses, at health-care facilities, and at government/business conferences

Served on the Planning Board (Maynard, Massachusetts)

Past volunteer, Big Sisters program; pediatrics, UMass Medical Center

Ran the Boston Marathon, 1996; hiked Mt. Washington three times

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