John Sutherland

350 NW Janet Pullman, Washington 99163 Office: 509-335-1899 Cell: 432-4667

jsutherland3@roadrunner.com or jsutherland@wsu.edu

__________________________________________________________________________________ CAREER SUMMARY SENIOR PUBLIC RELATIONS, COMMUNICATIONS, & MARKETING EXECUTIVE Successful at developing the vision, strategies, and executions required to advance an institution’s strategic goals, influence stakeholder support, and build a positive brand image. Offer finely honed ability to lead diverse teams toward common goals with a clear sense of purpose and urgency when faced with situational challenges. Skilled at developing focused integrated marketing communication plans with defined metrics and leading creative teams in the execution of a variety of targeted electronic and print collateral. Core qualifications include: • Strategic communications planning • Team development and motivation • Branding and marketing communications • Familiarity with higher education • Managing multiple, complex executions • Writing expertise Personal strengths: Ability to work effectively with diverse range of personalities and cross-functional management teams. Flexibility in shifting strategies and executions to take advantage of unanticipated opportunities to advance goals. Superior planning, organizing, and project management skills. Commitment to building and maintaining productive relationships within multi-cultural environments. Work ethic. Career summary: During 35 years in higher education advancement work, John has worked for Washington State University, the University of San Diego, and Seattle University. He has received numerous awards for his creative work from the Council for the Advancement and Support of Education (CASE), the International Association of Business Communicators (IABC), and the Public Relations Club of San Diego. He directed the WSU creative staff during a period in which the staff received a record number of CASE awards for communications excellence. In 2001, he received the CASE District VIII Distinguished Service Award. Often praised for his ability to establish consensus among large teams and for his nurturing abilities in guiding creative teams, John was named administrator of the year at USD in 1990. He has been nominated for WSU’s employee excellence award three times. Bachelor of Arts • Journalism • Seattle University, 1978

John Sutherland Page 2 __________________________________________________________________________________ PROFESSIONAL EXPERIENCE WASHINGTON STATE UNIVERSITY, Pullman, WA 1991 to present

Senior Public Relations, Communications, & Marketing Consultant Office of the President/University Communications 6/10/15 to present Serve as communications strategist and writer for internal and external communications for the Office of the President. Advise and support work of University Communications staff and contribute to a variety of marketing activities, including brand message development, reputational research, and print and digital creative. Author creative for a variety of media as time allows. Senior Public Relations, Communications, & Marketing Consultant University Communications 2/10/13 to 6/10/15 Developed message platforms and creative concepts for high-level institutional advancement priorities, including brand awareness campaign undertaken to mark 125th anniversary of WSU’s founding and application of awareness campaign elements to undergraduate student recruitment marketing activities. Served as chief editorial writer for institutional advertising. Authored content for a variety of high-level communications, including WSU financial report, in-depth personality features for 125th anniversary celebration, collateral to support campaign for establishment of medical school, collateral to support recruitment of undergraduate students. Nurtured and supported staff members early in marketing communications work careers. Director, Marketing Communications, Creative Services, and Brand Management Office of Marketing Communications 5/1/06 to 2/10/13 Managed development and execution of the core university brand and message platform and graphic identity program while overseeing the day-to-day work of 17 full-time creative services staff, including editors, graphic designers, videographers, photographers, and administrative support staff involved in the creation of electronic and print collateral focused on advancing the university’s highest strategic priorities. Priorities: capital campaign, undergraduate and graduate student recruitment, advancing the university’s reputation, particularly for research, and promotion of major university events designed to develop 1:1 relationships between key stakeholders and WSU. Managed budget ranging from $1.2 to $2.2 million.

• Played key role in messaging the university’s $1 billion capital campaign and developing communications plans for campaign launch

• Played major role in development of a communications plan designed to

raise the university’s national reputation for research prowess—several executions focused on advancing awareness of research programs were recognized for excellence by the Council for Advancement and Support of Education

John Sutherland Page 3 __________________________________________________________________________________

• Led institutional effort (2007) to refresh the brand messaging platform to reflect messaging to better support capital campaign

• Guided process of redefining focus of WSU’s main web home page to better reflect brand message platform and to simplify design and architecture

Director, Marketing Communications and Brand Management 1/1/03 to 4/30/06

Selected to direct and manage marketing and brand development activities and to oversee the University’s graphic identity program. Contributed to the strategic planning process for the development of the university’s strategic communications plan. Oversaw major elements of the Marketing Communications budget; supervised creative staff in the development, execution, and evaluation of a variety of complex marketing activities.

• The entering GPA of the freshman class reached a record level • Marketing survey of key influencers indicated willingness to recommend WSU surpassed UW among some audience segments • Annual fundraising totals surpassed $70 million for the first time

Assistant Director, Marketing Communications 1/14/2001 to 12/31/02

Managed, coordinated, and supervised the planning, development, production, and distribution of a full range of marketing materials produced to support primarily undergraduate student recruitment. Coordinated the workflow and supervised the work of four marketing managers, three graphic designers, a photo library and marketing design manager, and a marketing specialist. Acted as the primary liaison between the Office of Marketing Communications and the Office of University Publications and Printing.

• Led creative team that was created to support an integrated marketing

communications plan

• Managed team that created graphic identity system created to support new brand identity

• Led efforts to apply IMC principles to recruitment of undergraduate

students

John Sutherland Page 4 __________________________________________________________________________________

Publications Manager 5/4/99 to 1/12/01

Managed, coordinated, and supervised the planning, development, production, and distribution of a full range of promotional print materials directed to the university’s external and internal audiences. Materials produced primarily supported student recruitment, fundraising, athletics, and other promotional/advancement objectives. Coordinated the workflow and supervised the work of four publications coordinators, three graphic designers, and two electronic publishing specialists.

Wrote, edited, and proofed copy for a variety of publications including student recruitment materials, newsletters, fundraising materials, special event invitations and fliers, and advertisements. Established and maintained positive working relationships with all campus clients. Collaborated with various in-house staff to produce creative, cost-effective, and timely publications.

Publications Coordinator 12/4/91 to 5/1/99

Coordinated and supervised the planning, development, production, and distribution of a full range of promotional print materials directed to the university’s external and internal audiences. Materials produced primarily supported student recruitment, fundraising, athletics, and other promotional/advancement objectives. Major clients included WSU’s branch campuses in Spokane, Tri-Cities, and Vancouver, as well as departments on the main campus including the College of Veterinary Medicine, the Office of Alumni Relations, the WSU Press, and Extended Degree Programs.

Wrote, edited, and proofed copy for a variety of publications including student recruitment materials, newsletters, fundraising materials, special event invitations and fliers, and advertisements. Established and maintained positive working relationships with all campus clients. Collaborated with and oversaw the work of in-house graphic designers, electronic publishing specialists, photographers, and production staff to produce creative, cost-effective, and timely publications. Worked closely with WSU Mailing Services staff to ensure that publications met mailing requirements and postal regulations. Teamed with WSU Press marketing coordinator to produce promotional materials for new books. Served as co-chair of the Office of University Publications and Printing Internal and External Customer Service Committees.

UNIVERSITY OF SAN DIEGO 8/84 to 12/91

Director of Publications

Established working parameters for the first publications office in the university’s history. Successfully centralized production of most university external publications while actively promoting the office’s services throughout campus. Increased the office’s staffing from two to four employees and increased the budget from under $50,000 to more than $220,000 for general public relations promotional materials.

Managed and actively participated in the conceptualization, writing/editing, and production of more than 100 publications annually including president’s annual reports, student

John Sutherland Page 5 __________________________________________________________________________________

recruitment materials, fundraising brochures and direct mail appeals, special event invitations, and other assorted print materials. Created and served as founding editor of the university’s first external magazine. Established, managed, and edited the university’s first employee newsletter.

Supervised two writer/editors and one administrative assistant. Established and managed working relationships and all contractual agreements with freelance graphic designers, writers, photographers, phototypesetters, and printers throughout San Diego County.

Trained, nurtured, and supervised student communications interns. Managed annual budget of $220,000 and developed and submitted office’s annual budget request.

Worked with USD president and vice president for university relations to plan and implement the university’s first logo standards by producing a logo standards manual.

SEATTLE UNIVERSITY 6/81 to 8/84

Assistant Director of Publications

Collaborated with clients across campus to produce publications to support student recruitment, fundraising, alumni relations, and general public relations. Wrote, edited, and proofed copy. Supervised the work of freelance graphic designers, phototypesetters, printers, and photographers. Supervised conversion of alumni tabloid to university magazine and served as the magazine’s first editor.

THE PULLMAN HERALD 7/79 to 5/81

News Editor and Photographer 8/80 to 5/81 Reported, wrote, and edited a variety of news and feature stories for newspaper published twice weekly in Pullman, WA. Proofread page proofs. Designed portions of paper. Beat included city and country government, school district, and Washington State University. Sports Editor and Photographer 7/79 to 8/80

Reported, wrote, and edited a variety of news and feature stories for sports section of newspaper published twice weekly in Pullman, WA. Proofread page proofs. Designed sports section. Beat included Pullman, Colton, and Palouse sports teams as well as Washington State University.

THE NORTHSHORE CITIZEN 10/78 to 6/79

Reporter Reported, wrote, and edited a variety of news and feature stories for newspaper published twice weekly in Bothell, WA. Proofread page proofs. Beat included city and county government, and the local school district.

John Sutherland Page 6 __________________________________________________________________________________ THE VALLEY HERALD 6/78 to 9/78

Reporter Reported, wrote, and edited a variety of news and feature stories for weekly newspaper in Milton-Freewater, OR. Proofread page proofs. Beat included city and county government, local school districts, local sports, agriculture.

AWARDS & HONORS 2013 Bronze Award

Biofuels exhibit for Future of Flight museum to promote WSU research Council for Advancement and Support of Education, District VIII

2012 Gold Award

“Big Ideas for Transforming the Future,” WSU Campaign video Council for Advancement and Support of Education, District VIII

Bronze Award Creation of a new website for government relations office Council for Advancement and Support of Education, District VIII

2010 Gold Award

Direct-mail brochure to promote clean technologies research Council for Advancement and Support of Education, District VIII

Bronze Award Direct-mail brochure to promote clean technologies research CASE International

2009 Gold Award

Direct-mail brochure to promote WSU’s research in the fields of clean technologies Council for Advancement and Support of Education, District VIII

2008 Bronze Award

Invitation to promote Innovators luncheon/lecture series, Council for Advancement and Support of Education, District VIII

2007 Gold Award

Invitation to promote exhibit of Lichtenstein art Council for Advancement and Support of Education, District VIII

Silver Award How COUG Are YOU? fundraising collateral to promote annual giving campaign Council for Advancement and Support of Education, District VIII

Bronze Award Electronic and print marketing collateral to promote Janet Goodall’s campus visit Council for Advancement and Support of Education, District VIII, Marketing

John Sutherland Page 7 __________________________________________________________________________________ 2006 Silver Award

Research viewbook; fundraising and special audience publications Council for Advancement and Support of Education, District VIII

Silver Award

Series of ads about university researchers; promotional copywriting Council for Advancement and Support of Education, District VIII

Silver Award Presidential search Web site; Web sites, special purposes Council for Advancement and Support of Education, District VIII

2006 Bronze Award

Web site to promote week of Seattle activities; Web sites, special purposes Council for Advancement and Support of Education, District VIII

2005 Silver Award

Marketing activities to promote the Innovators lecture series; public relations projects Council for Advancement and Support of Education, District VIII

2003 Gold Award

Future student Web site; electronic media Council for Advancement and Support of Education, District VIII Silver Award Undergraduate student recruitment marketing activities; public relations projects Council for Advancement and Support of Education, District VIII Bronze Award Graphic identity Web site; electronic media Council for Advancement and Support of Education, District VIII

Nominated for Employee Excellence Award Washington State University

2001 Silver Award Undergraduate student recruitment marketing activities; public relations projects Council for Advancement and Support of Education, District VIII Distinguished Service Award Council for Advancement and Support of Education, District VIII Nominated for Employee Excellence Award Washington State University

2000 Silver Award

WSU Vancouver reunion materials; special projects, alumni relations Council for Advancement and Support of Education, District VIII

2000 Nominated for Employee Excellence Award

Washington State University

John Sutherland Page 8 __________________________________________________________________________________ 1999 Bronze Award

College of Veterinary Medicine centennial history book; annual reports Council for Advancement and Support of Education, District VIII

1996 Silver Award

Adult Learner poster; recruitment folders Council for Advancement and Support of Education, District VIII

1995 Silver Award

WSU Press Holiday Book Fair invitation; special event invitation Council for Advancement and Support of Education, District VIII

1994 Silver Award

Frank Church book promotion; public relations projects Council for Advancement and Support of Education, District VIII

Bronze Award WSU Vancouver Salmon Creek groundbreaking ceremony invitation;

public relations projects Council for Advancement and Support of Education, District VIII

1993 Bronze Award

Carol Brink book promotion materials; public relations projects Council for Advancement and Support of Education, District VIII

1992 Bronze Award

WSU Press Holiday Book Fair promotional materials; public relations projects Council for Advancement and Support of Education, District VIII

1990 Administrator of the Year Award

Awarded by University of San Diego Staff Employees Association

Award of Excellence “This Coach Can’t Lose” magazine article; feature writing International Association of Business Communicators

Award of Merit University of San Diego alumni magazine International Association of Business Communicators

Award of Merit University of San Diego president’s report Public Relations Club of San Diego

1989 Bronze Award (international)

University of San Diego president’s report Council for Advancement and Support of Education

Award of Excellence University of San Diego President’s Report International Association of Business Communicators

John Sutherland Page 9 __________________________________________________________________________________

Award of Merit University of San Diego alumni magazine International Association of Business Communicators

1988 Award of Merit

University of San Diego alumni magazine Public Relations Club of San Diego

1984 Award of Merit

Seattle University alumni magazine International Association of Business Communicators

1981 Photography Award

The Pullman Herald Washington Newspaper Publishers Association

1980 Sportswriting Award

The Pullman Herald Washington Newspaper Publishers Association

PROFESSIONAL ACTIVITIES 2008 Guest Speaker

Introduced WSU’s TV spots, winners of a Grand Gold award, at awards lunch Council for the Advancement and Support of Education, District VIII

2002 Panelist

“Secrets of Successful Publications,” Council for the Advancement and Support of Education District VIII conference, Portland, OR.

2000 Publications/Marketing Chair

Council for Advancement and Support of Education District VIII conference, Seattle. 1999 Publications/Marketing Chair

Council for Advancement and Support of Education District VIII conference, Portland. 1998 Publications/Marketing Chair

Council for Advancement and Support of Education District VIII conference, Seattle. 1997 Publications/Marketing Chair

Council for Advancement and Support of Education District VIII conference, Vancouver, B.C. 1991 Public Relations Director

San Diego chapter, International Association of Business Communicators. 1990 Publications/Marketing Chair

Council for Advancement and Support of Education District VII conference, Palm Springs. 1989 Moderator, roundtable discussion

John Sutherland Page 10 __________________________________________________________________________________

“How to Keep Your Head Above Water in a Small Publications Shop,” Council for Advancement and Support of Education District VII mini-conference, San Diego.

1988 Moderator, roundtable discussion

“How to Keep Your Head Above Water in a Small Publications Shop,” Council for Advancement and Support of Education District VII conference, Monterey, California.

PROFESSIONAL ORGANIZATIONS Member, American Marketing Association Member, Council for Advancement and Support of Education

John Sutherland Page 11 __________________________________________________________________________________ REFERENCES Mary Gresch 206-685-3710 mgresch@uw.edu Chief Marketing and Communications Officer University of Washington Former Associate Vice President Strategic Communications and Marketing Washington State University Bob Brock 303-743-8298 bob@emgonline.com President and Co-Founder Educational Marketing Group Mary Read 509-335-3518 read@wsu.edu Director (Retired) University Publishing Washington State University Tim Pavish 509-335-6912 pavish@wsu.edu Executive Director Washington State University Alumni Association Cassie Warman 503-352-2211 mcveety@pacificu.edu Vice President University Advancement Pacific University