eikoespiritu

Eiko EspirituQualifications | Experience | Expertise

Sunday, September 20, 2009

Meet Eiko.

๏ Qualifications๏ Bachelor’s of Science, Weber State University, 2002๏ Master’s of Business Administration, Kaplan University, 2009

๏ Experience๏ 7 years in the marketing industry with positions ranging from entry

level to management ๏ Expertise

๏ Integrated marketing, branding, advertising, events, public relations, corporate communications, media buying, and sales


This is who I am:

I’m the girl who likes to make everything I’m a part of a success. I know what it takes to facilitate a project from the ground up. Whether brainstorming or implementing, contracting the service providers, managing the art department, maintaining the budget, or

coordinating the last minute details, I have done it all. I have the knowledge needed to focus on every detail,

from conceptualization to completion.

And I love every minute of it!


This is what I bring:

Seven years ago I was in a position where I focused on branding our company and bringing it’s story to the public. From there I had the

opportunity to create a community grassroots marketing program that highlighted the educational achievements of Utah high school students.

Next, I worked in media, buying and selling, and bringing large expo-type events to the public. I also worked with a startup company,

expanding their marketing and brand initiatives as they grew nationally. For the last year and a half I have turned my focus to my education,

and the pursuit of my Master’s degree.

The following is an excerpt from my portfolio.


Ken Garff Keys to Success

๏ Conceptualization & Brainstorming...๏ Working in a team of three, I spearheaded this project. Upper

management needed a program that would brand Ken Garff Automotive Group as a supportive member of the community. Keys to Success was the result of many ideas intended to bridge the gap between the corporate car dealerships and their up-and-coming target market.



๏ Creating an Identity...๏ At this stage in the game the number of players grew

substantially. As the identity was created and the program gained it’s personality I was the liaison between the marketing department and the art department. I was responsible for ensuring that the Keys to Success vision was conveyed through every ad, poster, flyer, website, point-of-sale display... anything that was printed, it had to be right.



๏ Spreading the Word...๏ To extend our reach, I partnered with local TV, radio and

newspaper groups. This included purchasing and trading traditional ad space and air time. In tandem, an extensive public relations push allowed us to utilize local news programs and printed articles to highlight our endeavors.



๏ Launching the Program...๏ This is where my public speaking career began. As a grassroots

program it was imperative that I addressed the student body and administration of each participating high school. My objective was to get them on-board and excited for a program that had the potential to change lives. Whether speaking to a few faculty members or a stadium filled with students I was able to get the audience geared up and motivated to participate.



๏ Keeping the Ball Rolling...๏ With the popularity of the program it became necessary to

partner with additional sponsors from the community in order to sustain the growing momentum. Through hours of meetings and fact-finding I was able to seek out those businesses who shared in our passion for education. I created deals and promotions that would mutually benefit all involved. Then, I diligently managed those deals to ensure that all aspects were delivered as promised.



๏ And the Winner Is...๏ Nine months after implementation the winners were announced

and I saw my concept come to fruition. The program was such a success, not only for the Ken Garff Automotive Group and it’s sponsors, but also for the students of Utah. It has continued and now is in it’s sixth year. This customizable program has incentivized students to succeed, and with the reward-based system the students, their parents and the teachers have become loyal Ken Garff Automotive Group customers.



๏ As a side note...๏ Because of the impact of Keys to Success, I was contracted to

return to Ken Garff Automotive Group to create and launch a literacy program in elementary schools along the Wasatch Front. This sister program, known as Road to Success, is in it’s second year.



"Education is a life-long pursuit and one of the greatest accomplishments an

individual can achieve. It helps define who we are, what we believe and how

we can serve our fellow man. Literacy and numeracy enable us to live within

our society; the arts and humanities develop intrinsic qualities of civility,

ethics and wisdom that encourage character growth; and the sciences

improve the quality of our lives through research, understanding and

implementation. It is our goal to enhance and enrich every child's educational

experience."

- Robert and Kathi Garff


Safe Kids Fair

๏ The Opportunity...๏ The Safe Kids Fair is a heritage event created by Clear Channel

Radio Salt Lake. In it’s 9th year I came on board as the Event Coordinator. The basic foundation of the event was already in place and it had a reputation and following in the community. The challenge was that attendance had dropped significantly in the past two years and if the numbers didn’t improve, the event would be dissolved.


Safe Kids Fair

๏ The Solution...๏ The Safe Kids Fair is a money making opportunity for Clear

Channel Radio. In the past, success depended highly upon ticket sales. In 2007 I revamped the revenue model redefining package sales as the priority revenue source. In 2008 we continued with the new revenue model and motivated the sales staff to focus their calls on generating new business which would add to the success of the 10th Annual Safe Kids Fair.


Safe Kids Fair

๏ Creating an Identity...๏ The event needed a face lift. Working with the in-house graphic

designer and web team we were able to rebrand the Safe Kids Fair and appeal to a wider range of ages. We secured the domain name and created a web presence that built excitement, not only for potential patrons, but also for sponsors. As a sponsor, the improved branding model allowed for a much broader and more sophisticated presence.


Safe Kids Fair

๏ Spreading the Word with PR...๏ Partnering with the Safe Kids Coalition we were able to tap into

their broad base of community partners and resources. They participated in distributing tickets, flyers and posters to promote the event.

๏ In addition to traditional paid advertising, I was able to secure a spot on the local Good Things Utah program where the show’s hosts highlighted the event and built excitement. The spot was such a success, the show hosts made an appearance at the event which was featured on live TV.


Safe Kids Fair

๏ Spreading the Word with Radio...๏ As a radio group, Clear Channel was able to dedicate a significant

amount of air-time to run advertisements. Copywriting was a challenge this year because we needed to not only appeal to patrons, but we also needed to put a call out for sponsors and booth participants. I met this challenge and with the assistance of the sales staff, the two expo halls were filled to capacity.


Safe Kids Fair

๏ Spreading the Word on Television...๏ Partnerships with ABC4 and CW30 provided an outlet for

traditional TV advertising. Once I had completed the scripts, I worked with ABC4‘s production team to produce a 15 and a 30-second spot which ran for a six-week flight.


Safe Kids Fair

๏ Extending our Reach with Sponsorships...๏ Community sponsorships were negotiated with a variety of

companies ranging from caterers and service providers to non-profit organizations and civil service groups. The sponsorships allowed us to keep operational costs down in order to manage the budgetary constraints.


Safe Kids Fair

๏ The Nuts & Bolts...๏ With the planning stage completed set-up began. As the event

coordinator I worked with a team of over 100 vendors, volunteers, staff and contractors. Setup was a meticulous, fast-paced, couple of days that required constant communication, intense attention to detail, flexibility, persistence, dedication, and a lot of stamina. In the end, the expo halls were transformed to Safetyville, complete with miniature roadways and signs marking the way for kids of all ages.


Safe Kids Fair

๏ Recap & Results...๏ The event was a resounding success. The sponsors were happy

with the impressions they made on the community. The booth vendors saw success as they mingled with the public. And most importantly, the management of Clear Channel Radio was pleased with the financial outcome of the event and it has not been cancelled.

๏ For a more extensive recap, please see the 2008 event recap (appendix A).


Safe Kids Fair

Participants in the Zero Fatalities Safe Kids Fair joined forces to increase

awareness within our community to help keep our children safe. The 2-day

fair provided an atmosphere which encouraged children and parents to

participate in educational activities and spend time learning from the many

on-site vendors and sponsors. We want to thank Zero Fatalities for all the

effort and support provided that made the 2008 Zero Fatalities Safe Kids

Fair a success!

- Clear Channel Radio


So, that’s a little about me.

I’d love to have the opportunity to interview and discuss the Weber State University position. I hope to hear from you!

Eiko Espiritu801.520.4290

[email protected]


eikoespiritu

Documents

ken garff keys

marketing department

grassroots program

success vision

marketing industry

ken garff automotive

art department

public speaking career