nancy stall cc portfolio
TRANSCRIPT
Portfolio Nancy Stall
Leadership Brand Communications
Consumer Brands Business to Business Brands
Corporate Communications
Media Relations
Global Communications for a Global World
Public Affairs | Managing Issues Globally
• Worker union negotiations in the U.S., Canada and France.
• Environmental issues in Canada. Water conservation in U.S., Australia.
• Plant closings in France, Canada.
• New plant sites in China, Russia, Mexico and India.
• Acquisitions in England, France, China, Australia and New Zealand.
• Intellectual property and trademark issues in China.
• Petitioning Congress and government bodies on legislative policy matters
important to the business internationally, nationally, regionally and
locally.
Managing Corporate Reputation Worldwide
• Labor, product and human rights issues.
• Interest group/NGO opposition and boycott tactics.
• Celebrity visits and media coverage.
• Employees in the news with consequences for corporation.
• Prolonged plant strike that leads to employing non-union workers.
Crisis Communications
• Media spokesperson for Strong Funds during 9/11.
• Anthrax scare locked down Strong campus day after 9/11.
• Kohler corporate spokesperson for all crises, including plant fires, toxic spills, plant accidents and employee incidents, strikes, product issues.
• Developed and published Corporate Crisis Communications online course for employees.
Promoting Thought Leaders
• Annual Strong Economic Outlook lunch for Wall Street media.
• Continued media relations made Jay a go-to source for The Wall Street Journal, The Washington Post, The Chicago Tribune, Business Week and CNBC.
• Highly regarded for his clear, concise and level-headed assessment of 9/11’s impact on the economy.
Jay MuellerChief Economist, Strong Investments
Employee Communications
International MARCOM Creative Gold and Addy Bronze Awards, 2007, for “What Do Our Customers Think?”
Business Marketing Association Bell Award, 2006, for Hurricane Katrina coverage.
Marketing Communications
Create a Brand | Help It Grow
• Rebranded physician network and increased Medicare Advantage membership by an average 20% annually from 2012-2014.
• Award-winning marketing and communications campaigns grew physician panels, improved member health, and greatly enhanced physician engagement and education.
• Physician good or better satisfaction rose from 70% in 2012 to 90+% in 2014.
Inbound Marketing | Acquire & Retain Customers
• Develop and implement global social media initiatives through multiple channels such as websites, blog sites, Facebook, Twitter, YouTube and other networking sites.
• Grow from zero to 12,000 + fans and followers in 1 year.
• Successful meet ups in major cities further connect customers to business and to one another.
Product Marketing Media for Kohler Co.
Launch a New Trend | Home Spa Lifestyle
• Soaking tub creates a personal spa retreat in the bathroom for relaxation and rejuvenation.
• Launch at KBIS trade show garners spectacular media coverage in The Wall Street Journal, news and business weeklies, daily newspapers, shelter publications, TV.
Innovate | Cross Promote Product Lines
• Promote designer’s plumbing collection with coordinating pieces from her furniture line.
• Expand concept by matching luxe plumbing products with select premium accessory pieces from interiors lines.
Tell a Story | This Wallflower Blooms
• Weave a story about this “Plain Jane” wood chair with its antebellum pedigree in introducing Baker’s Charleston Collection.
• Little wood chair grabs media attention, being featured in 27 top interiors and fashion magazines and national newspapers over 4 years.
• No other product from this furniture line has ever received as much press over so long a time period.
Little Chair Gets Lots of Press
From left: The World of Interiors, House Beautiful, Real
Simple
Manchester House
Media Relationships & Product Placements
• This Old House, HGTV and other remodeling TV shows.
• Increased Kohler brand product placements in movies, TV.
• Increased Kohler brand product donations for Showcase Homes with target demographics and media coverage/sponsorship.
Create Buzz | Wisconsin 529 College Savings Program Launch
• EdVest school bus toured state for a week.
• Media events in state’s five media markets
• Successful editorial board visits.
• Touring bus captured media’s and public’s attention.
Create Buzz | EdVest Enrollment Soars
EdVest Account Growth
• Assets grew from $10 million to $95 million in first 6 months.
• Accounts skyrocketed from 2,200 to 22,000.
• 40 newspaper stories, 18 TV stories, 4 radio show segments.
• “This is unbelievable growth…It has exceeded our expectations.”
Wisconsin State Treasurer Jack Voight
Start Date May 14, 2001
6 Months Later Nov. 1, 2001
$10,000
$95,000
2,200
22,000
EdVest Assets (in thousands)EdVest Accounts
Influencing Influencers
Launched this professional trade newsletter in 2000. It continues today to promote the Kohler Builder marketing program and upsell builders on higher end products and add-ons.
Influencing Customer Buying Decisions
• Company-sponsored magazine editor for Sherwin-Williams paint and contributing editor for Peterbilt and Kenworth (Paccar Corp.) truck magazines.
• Under my editorship, the Sherwin-Williams magazine
– Became the industry’s largest trade publication (310,000 circulation)
– Sherwin-Williams’ top wholesale marketing program
– Doubled its size with advertiser support– Grew to a quarterly publication
Construction Industry Experience
• Contributing editor to several Caterpillar magazines and PR counsel for Caterpillar work tool attachments.
• Publicist for Grove cranes and aerial work platforms.• PR counsel to Fiatallis, former manufacturer of wheeloaders and construction machinery.
Marine PR
• Outboard Marine multi-state media tour of just-in-time engine factories.
• Outboard Marine 50th Anniversary celebration.
• Bass Pro promotion for Evinrude & OMC Parts, with placements in Time and Wall Street Journal.
• Cruisers Yachts publicity.
