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Charles Dye | PR+Marketing Consultant MA Strategic Communications | University of Oregon Platform Integration | Content Management | Message Development | Social Media Strategy


UO Brand Review: Nike University of Oregon (UO) academic brand review assessing architecture, attributes and competitive landscape of a chosen brand.

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Nike

The world’s best-selling athletic footwear and apparel Charles Dye, 2011


Reputa tion

Solution:

Reputation

Detailed modeling and analysis of Nike and subsidiary brands, reviewed 10-K financial reports, positioning, brand attributes, competition, visual identity, brand equity, and reputation.

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EWEB Case Studies & Precedent Analysis

In 2011 and 2012, EWEB undertook evaluation of whether to deploy smart meters, and how best to frame the cost-benefit findings to its constituents.

chuckdye@gmail.com 503-547-4762

Charles Dye Marketing & PR Consultant

On contract to Eugene Water & Electric Board for analysis of campaigns advocating and opposing deployment of smart meter technologies in North American energy markets.

Selected Case Studies Portland, Oregon If any utility deploying AMI made its plans less visible, less vocal or less effective in preempting potential conflict over the installation of smart meters than PG&E, it would have to be Portland General Electric (PGE). This report was compiled using PGE power measured by a smart meter installed on behalf of PGE, and can attest first-hand to the nearly under-the-radar AMI deployment in Portland.

chuckdye@gmail.com Key Messaging PGE’s

Charles Dye Marketing & PR Consultant

503-547-4762

“How can we modernize our current electric grid into a Smart Grid that is safe, more reliable and more efficient? One way is through the use of something called a SmartMeter™. It’s a helpful device that connects your home to the electric grid, allowing you to see how and when you are seeing sic [using] your energy in greater detail” (Portland General Electric, 2011).

Selected Case Studies

Oregon! Charles Dye --- Portland Outcomes Marketing & Public Relations Consultant!

San Francisco, California

chuckdye@gmail.com 503-547-4762

With initial outreach by no means high-profile nor proactive, PGE’s deployment encountered resistance than the cases detailed above. be the appears toless The Pacific Gas & Electric (PG&E) AMI deployment in the San Francisco areasignificantly most contentious smart meter conflict on record in North America. Some striking factors: Had more • PG&E has played very strong defense throughout a profoundly hostile deployment. Analysis of these measures been taken proactively instead of reactively, the AMI debate might have evolved much differently throughout the US and Canada -- potentially undermining the Relative to the San Francisco case study, PGE seemed to have set itself up for significant intensity of such arbitrary opposition as Stopsmartmeters (Stopsmartmeters.org, 2011). difficulties. However, its deployment was profoundly less contentious. PGE’s low-profile initial so far to more luck than precise execution of a comprehensive campaign. Subsequent to swing suggests • The largely reactive nature of PG&E’s campaign allowed the pendulum outreach regain to fly AMI in under the radar would be profoundly ill-advised. toutilities workingby PG&E’s disadvantage that extreme difficulties have been encountered in attempts constituents’ trust and esteem.

AMI Campaign Precedents for

That said, one thing that PGE seems to have executed quite well in its messaging is framing AMI to its constituents in terms of what’s in it for them (Economics Week, 2011).

PG&E’s Key Messaging

Messaging & Opposition

PG&E presented research supporting AMI deployment, offered a voluntary opt-out, and demonstrated clear intent in the extensive media coverage of its conflict with the San Francisco opposition -- but all were done reactively as resistance grew. Relative to other AMI campaigns, much of the most challenging opposition PG&E’s deployment encountered presents a clear lesson about proactively setting the frame for potential debate. (Schmit, 2010) PG&E’s defense appears to offer a viable foundation of core issues for utilities planning subsequent deployments: • Allow verbal opt-out up to and including the day of third-party installation of a particular meter by the property owner or tenant. Some PG&E constituents reported physical altercations and police involvement during third-party meter installations in spite of owner/ tenant resistance. chuckdye@gmail.com 503-547-4762 Portland OR Dye Charles community’s • Preemptive framing of AMI as a privilege and an improvement to a given below). Recommendations infrastructure (see Program Recommendations and Messaging EWEB External Communications Coordinator for: Joe Harwood, Prepared

EWEB AMI Research and Report Prep www.gplus.to/charlesdye

Prepared by: Charles Dye, Marketing & Public Relations Consultant 503-547-4762 ! ! chuckdye@gmail.com ! ! as 2011 draws to a perception PG&E continues to suffer increasingly negative public opinion and www.gplus.to/charlesdye ! ! to look to close. Because of the traction gained in San Francisco, AMI opposition journalism.uoregon.edu/user/cdye ! now seems ! California as the blueprint for successful resistance of smart meter deployment.

Outcomes

Analysis

December 20, 2011

PG&E encountered the loudest, most damaging, and most diverse resistance faced by utilities deploying smart meters in the US. AMI resistance has largely been content to cherry pick and of the subsequent for much carbon copy selected tactics from the San Francisco resistance 503-547-4762 Portland OR Charles Dye opposition messaging. This lack of innovation and energy creates opportunity for AMI deployment. Charles Dye

Portland OR

503-547-4762

chuckdye@gmail.com

www.gplus.to/charlesdye

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chuckdye@gmail.com

www.gplus.to/charlesdye

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Solution: Compiled a 25-page case study examining precedents in campaigns advocating and opposing smart meter deployment.

Charles Dye Marketing & PR Consultant

chuckdye@gmail.com 503-547-4762

Messaging Recommendations

Developed SWOT analyses for advocacy messaging as well as opposition campaigns.

News, analysis and prior AMI campaigns suggest that EWEB’s AMI messaging can be optimized for effectiveness in limiting opportunities for opposition, proactively controlling resistance dialog that may develop and the public opinions and perceptions surrounding smart meter deployment. The following recommendations detail message the proposed deployment: development points that can support EWEB’s AMI supportchuckdye@gmail.com

Charles Dye Marketing & PR Consultant

Cited diverse academic theory and industry standard in support of analysis. Submitted program and campaign recommendations for EWEB’s proposed smart grid deployment. Ongoing contributions as message-development for smart meter deployment continues in 2012.

503-547-4762

• Central to the messaging of the smoother, less-contentious AMI deployments in the US and Canada is the consumer-oriented them of “what’s in it for them” -- leading to recommendations for messaging built on “a smart grid vision instead of a smart meter vision” (Economics Week).

SWOT Analyses

Charles Dye Marketing & PR Consultant

Recommendations

• The Illinois water utility’s November encounter with offshore hackers breaching its main IT network appears to be the only reported US utility hack manifesting any significant impact (Tarantola, 2011). Though risky for proactive messaging, reference to this case can serve in responses to resistance based on hacking/security concerns. This hack an offshore attack on infrastructure, not on constituents’ identity or billing waschuckdye@gmail.com 503-547-4762 the timeline of IT deployment, a utility hack was possible long before the information. Given AMI Opposition development of smart grid technologies -- yet utilities have seldom, if ever, previously suffered such security breaches. More specific to EWEB, the Eugene/Springfield population size and industry base would seem to be extremely low on list of targets for industrial Strengths: espionage likely to affect EWEB’s constituents. as AMI on organizations byEPRI are produced safe for deployment • The primary studies to force aren’t outsuch such as and organizations manufactures meter AMI • Smartfinding to the electric research relevant conducting themselves (EPRI), Institute Research the Electric Power from liability by and utilities is protecting agenda their consumers, groups Opposition Associates, US utilities (Sage by appliances funded and largely power industryproviding These manufactures, research. scientific2011). and valid, reliable safe, finding smartpublic health and studies as evidence alignment leveraged this have repeatedly by jeopardizing served not bethat absolutely utilities would and funding researchers and safety. healthoffered to public significant up athe cover toto aim is deployment meters safe forsafety. by utilities. and safety efficiency service,threat improve Their goal

Program Recommendations

efforts.-- these studies either of successful element the strongest been • Arbitrary resistance general agendas one of two opposition serves essentially research meter • Smarthas aim to resist smart meters by any means available, and with occasional disregard for scientific validity; OR they aim to protect utilities from liability that would stem from thetechnologies to their proprietary infrastructure. to support Prior AMI campaigns suggest that EWEB’s AMI program can be tailored unsafe deploying Weaknesses: specific to messaging are messaging component of its deployment. Recommendations detailed on the following page; these points, meanwhile, are specific to how the AMI program itself can support that messaging: • Organizations aligned with AMI opposition, such as Sage Associates, tend to have only role in smart meter research -- to serve agendas of opposing smart meter deployment regardless of Continued, next page topic. as on theappeal scientific endorsement for peerresearch • Leverage favorable responses from the pilot program deployment continues. Peer credibility has growing persuasive impact as the under-40 demographic becomes increasingly resistant to conventional mass messaging (Shirky, 2009). Opportunities: • Consider offering two affluent areas of the EWEB service area a voluntary opt-in. Leverage favorable responses to this opt-in for peer endorsement appeal, a perception of scarcity and the successfully build onwww.gplus.to/charlesdye saw Oak Park snowball effect resolution municipal • Michigan’s chuckdye@gmail.com 503-547-4762 Portland OR Dye Charles demand for smart meters, and perceptions of smart meters as “better” and/or “special”. conflict in San Francisco. Several weeks later, Southfield successfully built on Oak Park and San Francisco. The logical fallacy in play: The more times a particular case is used verbatim where areas for high-turnover • Next, target the West University neighborhood and other that case, though it grows no more or less empirically as credibility be presented rental can residents. where AMI opposition is less likely to initiate among temporary way of this repetition. Put simply: If everybody else jumped off the AMI bridge, sound by would you jump too? • During full deployment, allow on-the-spot, verbal opt-out to avoid the conflict reported early and opt-out procedures from the San Francisco deployment. PG&E made inadequate such as StopSmartMeters.org presented as scientific data. anti-AMI rhetoric • Agenda-driven later backpedalled into re-installing analog meters, which undermined its credibility in many other aspects of the deployment. The recommended practice is to allow an opt-out that Continued, next page leaves the analog meter in place and avoids public perception of forced installation and/or conflict between tenants and third-party installers. California’s retroactive legislation requiring for unattainable be not would policy similar a that suggest opt-outs offer to state utilities in the 12 www.gplus.to/charlesdye chuckdye@gmail.com 503-547-4762 Portland OR Charles Dye Oregon AMI opposition (Wolff, 2011). • Provide each user with secure access to meter transmission logs for the sake of transparency. A given tenant’s access to transmission data on their particular meter will be immensely helpful in countering the misinformation spread by AMI opposition that smart meters transmit RF on a 24/7 basis. Meter transmission logs could be available online, or printed on EWEB billing statements. • Security/hacking concerns can be addressed by sharing cost-benefit analysis of PLC transmission as compared to RF transmission (Sungwook et. al., 2011). Charles Dye

Portland OR

503-547-4762

chuckdye@gmail.com

www.gplus.to/charlesdye

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chuckdye@gmail.com 503-547-4762

Charles Dye Marketing Consultant

Metro Media Audit

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Summary of Recommendations

Metro Council / UO-Sustainable Cities Initiative consulting in collaboration with a team of ten UO graduate students in the Portland-based Strategic Communication program. Assessment of Metro’s print, web and social media communications for brand awareness, public perception and opinion.

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Solution: Charles Dye Marketing Consultant

Team’s sole interpreter of web and social media analytics. Developed recommendations for integration of platforms and content. Contributed to development of recommendations for content tone and voice toward improved audience engagement.

Tom Hughes, Metro Council President: “The results were transformative.” “A vision for moving visitors to Metro’s venues and website from a first-level awareness to a deeper inquiry about Metro’s services.”

chuckdye@gmail.com 503-547-4762

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Summary of Recommendations

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Summary of Recommendations

On contract to KidTime, a non-profit advocacy for early education in southern Oregon, for marketing strategy and organizational vision during relocation and rebranding campaign.

Leisure

Learning

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Charles Dye Marketing Consultant

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Charles Dye Strategist

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Summary of Recommendations

Summary of Recommendations

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'?2(-,+)10!3$>?=<3$9!3(1!'+,'+3&(2+7!E&*!13(&!2$<!42+3,=1!1,>32?!)&<32!'29&1D!#)'?3>2(3,$1!,-!(5&1&! pages MARKETING STRATEGY SUMMARY Interior+&>,+<&<!-,,(29&!E21!2423?2*?&D!R2>5!1=*N&>(!E21!21C&<!2!1&+3&1!,-!*+,2<!S=&1(3,$1!+&?2(&<!(,!(5&3+! theDye of les mains parts all the better balance of Larger, more iconic images. Visually striking presentation with (%3(%+%)*2)8!72..%(%)*!+%81%)*+!-.!*$%!3-3'4,*2-)!*$,*!/%*(-!+%(?%+9!O-)+*2*'%)*+!)%%7!*-!+%%!*$,*! © Char • !C+%D8'!;%&%)&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! 2$2?71&1!2+&!+&',+(&<!3$!(5&!\3$<3$91!2$<!X&>,))&$<2(3,$1!1&>(3,$1!,-!(531!+&',+(D!! photo #$!(,(2?!.M!3$<343<=2?1!E&+&!3$(&+43&E&<!-+,)!2>+,11!(5&!(5+&&!>,=$(3&1!E3(53$!A&(+,:1!N=+31<3>(3,$! -&&?3$91!,-!(5&!+&93,$0!5,E!(5&7!E,=?<!<&1>+3*&!?3-&!3$!(5&!T2>3-3>!U,+(5E&1(0!(5&3+!42?=&1!2$<!<&13+&10! text packaged detailed, Compelling, above. with photos to expand the experiences introduced on the landing as detailed guests --concise the lodge’s sensory and sensual experience that are enjoyed by /%*(-0+!-..%(2)8+!,(%!,+!72?%(+%!,+!*$%!3%-34%!2)!/'4*)-1,$>!<,+$2)8*-)!,)7!O4,&J,1,+!&-')*2%+9! • !#*)69!;%&%)&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! IO?2>C2)210!A=?($,)25!2$<!P2153$9(,$JD!#(!15,=?<!*&!$,(&<!(52(!(5&!)2N,+3(7!,-!1=+4&71!E&+&! KidTime strives to be Southern Oregon’s flagship interactive learning andpoint family -- either a call to action with contact information or, more ideally, purchase to the funnelingearly pages All 5,E!9,4&+$)&$(!15,=?<!-=$>(3,$!(,!)2C&!(5&!+&93,$!),+&!V?342*?&0W!&(>D!!X&1',$1&1!E&+&!(5&$!2$2?7B&<! page. ! • !F62'!;%'=&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! lodge’s The portal. booking reservation an onlinetemplate, recreation center. In the format of Moore’s summary KidTime Discovery Space is: core message should be one of >,??&>(&<!-+,)!+&13<&$(1!,-!A=?($,)25!O,=$(7Q!1&4&+2?!3$<343<=2?1!2?1,!+&1',$<&<!432!&)23?!1,!$,! "! a transformative journey. A ! (,!<&(&+)3$&!(5&!'=*?3>:1!C&7!(5&)&1!2$<!)&1129&1!+&?2(&<!(,!A&(+,:1!1&+43>&10!E53>5!E&+&!(5&$! 8 www.gplus.to/charlesdye chuckdye@gmail.com 503-547-4762 Portland OR with big, Dye pages Interior+&>,+<&<!-,,(29&!E21!2423?2*?&D!R2>5!1=*N&>(!E21!21C&<!2!1&+3&1!,-!*+,2<!S=&1(3,$1!+&?2(&<!(,!(5&3+! • word G-26+%(!)-600%(!H&'6-($!'+2%+'I!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! of the to plant the seeds images strong, vibrant choice juxtaposed message of enticing, sensualCharles "! ! >,)'2+&<!E3(5!&H31(3$9!A&(+,!>,$(&$(!(,!3<&$(3-7!',113*?&!92'1!2$<!2+&21!,-!3)'+,4&)&$(D!! treasured, life-long memories. lodge experiences that will become !@'0'--69!)-600%(!)-'+1%+2!1*=+A!,6&)!E"!3*+)$&!! For Southern Oregon families children -&&?3$91!,-!(5&!+&93,$0!5,E!(5&7!E,=?<!<&1>+3*&!?3-&!3$!(5&!T2>3-3>!U,+(5E&1(0!(5&3+!42?=&1!2$<!<&13+&10! on the landing to expand the experiences •introduced photos withand packaged concise text detailed, Compelling, • !J36%9!;%&%)&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! G5&!-,??,E3$9!>,))=$3>2(3,$1!'?2$!*&93$1!E3(5!2!>,)'+&5&$134&!,4&+43&E!,-!(5&!)&(5,<,?,97!2$<! with contact information or, more ideally, to actionopportunities. -- either a call the purchase pages funneling page. All 5,E!9,4&+$)&$(!15,=?<!-=$>(3,$!(,!)2C&!(5&!+&93,$!),+&!V?342*?&0W!&(>D!!X&1',$1&1!E&+&!(5&$!2$2?7B&<! Who seektoearly learning point and educational recreation journey. A should be one of a transformative reservation booking portal. The lodge’s core message?3)3(2(3,$1!,-!(5&!9+2<=2(&!+&1&2+>5&+1:!1>,'&!,-!E,+CD!Y&7!-3$<3$91!E3??!(5&$!*&!'+&1&$(&<0!*+,C&$! an online (,!<&(&+)3$&!(5&!'=*?3>:1!C&7!(5&)&1!2$<!)&1129&1!+&?2(&<!(,!A&(+,:1!1&+43>&10!E53>5!E&+&!(5&$! • !K*(%69!3'1%6!;%&%)*-!&$6-'&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! Our facility is word a children’s science discovery museum recreation space of the the seeds to plant images vibrant strong, and with big, choice juxtaposed sensual message of enticing, <,E$!*7!)&<32!2=<3(!,-!&H31(3$9!A&(+,!>,$(&$(!2$<!2$!2=<3&$>&!2$2?7131!,-!(5&!<2(2!92(5&+&<!-+,)! • !K*(%69!3'1%6!0*99*='-&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! New venue, new potential: >,)'2+&<!E3(5!&H31(3$9!A&(+,!>,$(&$(!(,!3<&$(3-7!',113*?&!92'1!2$<!2+&21!,-!3)'+,4&)&$(D!! life-long memories. treasured, will become thatprovides lodge experiences That proven recreation-based, early3$(&+43&E1D!Z21(?70!+&>,))&$<2(3,$1!E3??!*&!'+,43<&<!*21&<!,$!(5&!>,)),$!?2$9=29&!2$<!-&&?3$91! education exhibits and activities. 88+ &=>589078?4:! April 2011 to April 2012 G5&!-,??,E3$9!>,))=$3>2(3,$1!'?2$!*&93$1!E3(5!2!>,)'+&5&$134&!,4&+43&E!,-!(5&!)&(5,<,?,97!2$<! Unlike Portland’s OMSI and Southern Oregon’s numerous recreation venues, +&',+(&<!*7!(5,1&!3$(&+43&E&<![!(5&!,4&+2??!9,2?!31!(,!3$-,+)!A&(+,:1!)&11293$9!(,!*&!),+&!2?39$&<!E3(5! ?3)3(2(3,$1!,-!(5&!9+2<=2(&!+&1&2+>5&+1:!1>,'&!,-!E,+CD!Y&7!-3$<3$91!E3??!(5&$!*&!'+&1&$(&<0!*+,C&$! @%&'!%+!8+%D8'!;%&%)&A!)*)69!;%&%)&A!,62'!;%'=&!6+1!*-26+%(!)-600%(!%+1%(6)'!)$6)! Our facility offers Rogue Valley families an unparalleled learning •opportunity. 2$<!2>>&113*?&!(,!(5&!9&$&+2?!'=*?3>D!! The)$'!,6&)!/'6-!&6=!)$'!,849%(L&!6=6-'+'&&!*0!6+1!'+262'3'+)!=%)$!5')-*! first 12 months in downtown Medford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

MA RK E T IN G P L AN

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non-profit endeavors. Roughly 50 percent of the facility’s revenue comes from visitor 2>>&113*3?3(7!,-!>,$(&$(0!+&'+&1&$(2(3,$!,-!(2+9&(!2=<3&$>&10!C&7!)&1129&10!2$<!(5&!>,))=$3>2(3,$1! • !K*(%69!3'1%6!681%'+('!0*99*=&!6+1!;%&%)*-!&$6-'&!$6;'!4*)$!-%&'+!%+!)$'!,6&)! attendance. The balance comes in the form of grants, fundraising and sponsorships. *3456(+7458(

-+2)&E,+C!+&?2(34&!(,!(5&!3$(&$(3,$1!<&(23?&<!3$!A&(+,:1!>=++&$(!>,))=$3>2(3,$1!'?2$D!! /'6-A!48)!(*891!'+262'!3*-'!*0!5')-*L&!(*+&)%)8'+(/!6+1!(*891!69&*! G5&!A&<32!F=<3(!G&2)!>,$<=>(&<!2!)=?(3)&<32!+&43&E!,-!A&(+,:1!E&*!2$<!'+3$(!>,))=$3>2(3,$10! (*+;'-)!0-*3!)$%-1O,6-)/!&*(%69!3'1%6!)*!5')-*L&!,-*,-%')6-/!='4!,-'&'+(':!! Among KidTime’s primary goals for the next 12 months, additional steps toward profitP&*!2$<!'+3$(!'?2(-,+)1!E&+&!2$2?7B&<!+&?2(34&!(,!>+3(&+320!3$>?=<3$9!C&7!)&1129&10!2>>&113*3?3(7!,-! 2$2?7(3>10!2$<!>=++&$(!>,))=$3>2(3,$1!'?2$D!G5&!A&<32!F=<3(!G&2)!&42?=2(&<!(5&1&!)2(&+32?1!-,+! driven self-sufficiency is paramount. This transition toward self-sufficiency is expected to be a ! >,$(&$(0!+&?&42$>&!(,!(2+9&(!2=<3&$>&10!2$<!3$-?=&$>&!,$!A&(+,:1!'=*?3>!3<&$(3(7!2$<!2=<3&$>&! 2>>&113*3?3(7!,-!>,$(&$(0!+&'+&1&$(2(3,$!,-!(2+9&(!2=<3&$>&10!C&7!)&1129&10!2$<!(5&!>,))=$3>2(3,$1! 3-5 year process. Ultimately, KidTime’s ability to make significant gains in attendance numbers '&+>&'(3,$D!P&*!2$2?7(3>1!E&+&!211&11&<!-,+!(+&$<1!3$!2=<3&$>&!3$(&+2>(3,$!E3(5!A&(+,:1!,$?3$&! ! -+2)&E,+C!+&?2(34&!(,!(5&!3$(&$(3,$1!<&(23?&<!3$!A&(+,:1!>=++&$(!>,))=$3>2(3,$1!'?2$D!! will make or break the quest for increased profitability'?2(-,+)10!3$>?=<3$9!3(1!'+,'+3&(2+7!E&*!13(&!2$<!42+3,=1!1,>32?!)&<32!'29&1D!#)'?3>2(3,$1!,-!(5&1&! and, by extension, self-sufficiency. compiled March 2011 Dye les ! 2$2?71&1!2+&!+&',+(&<!3$!(5&!\3$<3$91!2$<!X&>,))&$<2(3,$1!1&>(3,$1!,-!(531!+&',+(D!! Char © P&*!2$<!'+3$(!'?2(-,+)1!E&+&!2$2?7B&<!+&?2(34&!(,!>+3(&+320!3$>?=<3$9!C&7!)&1129&10!2>>&113*3?3(7!,-! s photo >,$(&$(0!+&?&42$>&!(,!(2+9&(!2=<3&$>&10!2$<!3$-?=&$>&!,$!A&(+,:1!'=*?3>!3<&$(3(7!2$<!2=<3&$>&! Attendance goals: ! '&+>&'(3,$D!P&*!2$2?7(3>1!E&+&!211&11&<!-,+!(+&$<1!3$!2=<3&$>&!3$(&+2>(3,$!E3(5!A&(+,:1!,$?3$&! "! !goals over the first KidTime’s initiative for addressing its revenue!Charles 12ORmonths at the 8 "! chuckdye@gmail.com '?2(-,+)10!3$>?=<3$9!3(1!'+,'+3&(2+7!E&*!13(&!2$<!42+3,=1!1,>32?!)&<32!'29&1D!#)'?3>2(3,$1!,-!(5&1&! www.gplus.to/charlesdye 503-547-4762 Portland Dye CDye-KidTime New Venue Marketing Plan (March 2011) 1 les Dye s © Char Medford History Center, the Relocation and Capacity Building Project (RCB), has been 2$2?71&1!2+&!+&',+(&<!3$!(5&!\3$<3$91!2$<!X&>,))&$<2(3,$1!1&>(3,$1!,-!(531!+&',+(D!! photo

underway since September, 2010. This program’s progress set the stage for KidTime’s move to !

Charles Dye

Portland OR

"! CDye-KidTime New Venue Marketing Plan (March 2011) www.gplus.to/charlesdye

503-547-4762

chuckdye@gmail.com

3

8


chuckdye@gmail.com 503-547-4762

Charles Dye Marketing Consultant

Solution:

!"#$%%"&'()*$&+, Charles Dye Strategist !"!#$%&'!()$**+,-(

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chuckdye@gmail.com 503-547-4762

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Summary of Recommendations

Developed marketing strategy for relocation and rebranding campaign. Planned campaign tactics, timeline and budget for promotion of new venue. Social Media Project Manager during transition to new venue. Compiled editorial calendar recommendations. Organized and led Pepsi Refresh grant campaign. Introduced and established Hootsuite for ongoing social media content management.

donors / investors, board members, local family, neighbors, dependable friends). **-G5&!-,??,E3$9!>,))=$3>2(3,$1!'?2$!*&93$1!E3(5!2!>,)'+&5&$134&!,4&+43&E!,-!(5&!)&(5,<,?,97!2$<! *&)"1!()*$&,$0,+)$!23,)4"%",(&',#!"()*5",(..!$(#4, • What: "Grand Opening”, or “Now at the History Center”, emphasis on the ?3)3(2(3,$1!,-!(5&!9+2<=2(&!+&1&2+>5&+1:!1>,'&!,-!E,+CD!Y&7!-3$<3$91!E3??!(5&$!*&!'+&1&$(&<0!*+,C&$! move downtown and the expandedchuckdye@gmail.com offerings there, in addition to the standing /%*(-!-3%(,*%+!,!)'1;%(!-.!?%)'%+!,)7!-..%(+!1,)6!3(-8(,1+!*$,*!3%-34%!4-?%>!;'*!.%=!J)-=!-.!2*+! <,E$!*7!)&<32!2=<3(!,-!&H31(3$9!A&(+,!>,$(&$(!2$<!2$!2=<3&$>&!2$2?7131!,-!(5&!<2(2!92(5&+&<!-+,)! concept of “Making a difference, one family at 503-547-4762 a time”. 2)?-4?%1%)*9!#$%(%0+!*$%!-33-(*')2*6!.-(!,!+28)2.2&,)*!$,4-!%..%&*!*$,*!/%*(-!$,+)0*!;%%)!,;4%!*-!*,3!2)*-! 3$(&+43&E1D!Z21(?70!+&>,))&$<2(3,$1!E3??!*&!'+,43<&<!*21&<!,$!(5&!>,)),$!?2$9=29&!2$<!-&&?3$91! • We’ll also want to plan a couple of plot points for the event. Will this be a *$'+!.,(9!K6!+$,(2)8!+*-(2%+!-.!3%-34%!%)L-62)8!*$%!M(%8-)!N-->!(%&6&42)8>!34,62)8!2)!3,(J+!,)7!*,J2)8!2)! +&',+(&<!*7!(5,1&!3$(&+43&E&<![!(5&!,4&+2??!9,2?!31!(,!3$-,+)!A&(+,:1!)&11293$9!(,!*&!),+&!2?39$&<!E3(5! Charles Dye chuckdye@gmail.com ! free-form hangout or an organized facility tour? Will you make a little +$-=+!,*!*$%!G-(*4,)7!O%)*%(!.-(!*$%!G%(.-(12)8!C(*+>!,)7!;6!1,J2)8!&4%,(!*$,*!/%*(-!2+!*$%!-(8,)2:,*2-)! Strategist 503-547-4762 2$<!2>>&113*?&!(,!(5&!9&$&+2?!'=*?3>D!! !"!#$%&'!()$**+,-( chuckdye@gmail.com Charles Dye speech? Will there be any hands-on activities that might commit new clients 1,J2)8!*$%+%!%53%(2%)&%+!3-++2;4%>!/%*(-!&,)!$%43!2*+!&-)+*2*'%)*+!;%82)!*-!1,J%!*$%!&-))%&*2-)! 503-547-4762 Marketing Consultant "#$!%&'(&')*! to sign up for memberships? ! #$!%&'(&)*&+!,-!./""0!+&'+&1&$(2(34&1!-+,)!(5&!6$34&+13(7!,-!8+&9,$:1!;+2<=2(&!%>5,,?!,-!@,=+$2?31)! ;%*=%%)!(%82-),4!8-?%()1%)*!,)7!=$,*!*$%6!4-?%!,;-'*!42?2)8!2)!*$%!8(%,*%(!G-(*4,)7!,(%,9!C!&-)+2+*%)*! • When: April 16. Charles Dye chuckdye@gmail.com 2''+,2>5&<!A&(+,!(,!'+,43<&!'+,!*,$,!>,$1=?(3$9!1&+43>&1!(,!2$2?7B&!2$<!3)'+,4&!=',$!(5&! *-)%>!?-&,;'4,(6!P*$,*0+!,&&%++2;4%!,)7!.,1242,(!*-!*$%!4,63%(+-)Q>!&-4-(!3,4%**%!,)7!-?%(,44!?2+',4! #$%&!&'()%*+!,-'&'+)&!)$'!.'/!0%+1%+2&!0-*3!4*)$!)$'!5'1%6!781%)!6+1!781%'+('!7+69/&%&!)'63&:!#$'! *!%./0/1/2-( • Where: History Center, 106 N. Central Ave., Medford OR. Strategist 503-547-4762 !"!#$%&'!()$**+,-( 9,4&+$)&$(!&$(3(7:1!>=++&$(!*+2$<3$9!2$<!)2+C&(3$9!1(+2(&97D!A&(+,!E21!3$(&+&1(&<!3$!5243$9!(5&3+! 3(%+%)*,*2-)!P.-)*>!4,6-'*>!21,8%+>!%*&9Q!=244!$%43!3%-34%!1-(%!%,+246!27%)*2.6!1%++,8%+!,+!;%2)8!.(-1! 0%+1%+2&!0-*3!)$'!5'1%6!781%)!#'63!-',-'&'+)!%+)'-+69!*4&'-;6)%*+&!*0!'<%&)%+2!5')-*!(*338+%(6)%*+&! • Why: "If KidTime’s new venue isn't the talk of the Medford early learning *+2$<!2E2+&$&11!2$<!,4&+2??!)&11293$9!+&-?&>(!(5&!9&$&+2?!'=*?3>:1!>,)),$!?2$9=29&!2$<!-&&?3$91D!F! /%*(-9!!! *3456(+7458( community yet, it should be", or "Just when you thought KidTime couldn’t get 4/!2-6186)'!-'&'6-($'-&:!#$'!0%+1%+2&!0-*3!)$'!781%'+('!7+69/&%&!)'63!-',-'&'+)!6+!681%)!*0!)$'! #$!%&'(&)*&+!,-!./""0!+&'+&1&$(2(34&1!-+,)!(5&!6$34&+13(7!,-!8+&9,$:1!;+2<=2(&!%>5,,?!,-!@,=+$2?31)! 9+,='!,-!(&$!9+2<=2(&!+&1&2+>5&+1!E&+&!>52+9&<!E3(5!<&4&?,'3$9!2$!3$1(+=)&$(0!3$(&+43&E3$9!+&13<&$(10! %+)'-;%'=!)-6+&(-%,)&!*4)6%+'1!)$-*82$!,-%36-/!-'&'6-($:!>*99*=%+2!)$'!?'/!>%+1%+2&!&'()%*+!%&!)$'! G5&!A&<32!F=<3(!G&2)!>,$<=>(&<!2!)=?(3)&<32!+&43&E!,-!A&(+,:1!E&*!2$<!'+3$(!>,))=$3>2(3,$10! any better, come see how we did just that" ... a line like one of these will also M)%!=,6!*-!$%43!%+*,;42+$!*$,*!42)J!=-'47!;%!*-!+$,(%!*$%!+*-(2%+!-.!+%?%(,4!72?%(+%!3%-34%!2)*%(,&*2)8! 2''+,2>5&<!A&(+,!(,!'+,43<&!'+,!*,$,!>,$1=?(3$9!1&+43>&1!(,!2$2?7B&!2$<!3)'+,4&!=',$!(5&! 3)'?&)&$(3$9!2!)&<32!2=<3(!2$<!'+,',13$9!+&>,))&$<2(3,$1!*21&<!,$!(5&3+!-3$<3$91D!G5&!(&2)!<343<&<! @'(*33'+16)%*+&!&'()%*+A!%+!=$%($!2-6186)'!-'&'6-($'-&!$6;'!,-*,*&'1!-'(*33'+16)%*+&!)*!%3,-*;'! 2$2?7(3>10!2$<!>=++&$(!>,))=$3>2(3,$1!'?2$D!G5&!A&<32!F=<3(!G&2)!&42?=2(&<!(5&1&!)2(&+32?1!-,+! serve as a subhead or topic sentence in blog posts and Facebook event pages. =2*$!/%*(-!+%(?2&%+>!3(-8(,1+!,)7!?%)'%+!-?%(!,!HRB$-'(!3%(2-79!E-(!%5,134%>!*,J%!S,)%>!,!TUB6%,(B-47! 9,4&+$)&$(!&$(3(7:1!>=++&$(!*+2$<3$9!2$<!)2+C&(3$9!1(+2(&97D!A&(+,!E21!3$(&+&1(&<!3$!5243$9!(5&3+!

Charles Dye Marketing Consultant

Summary of Recommendations

3(1&?-!3$(,!(E,!9+,='10!,$&!-,>=1&<!,$!2$2?7B3$9!&H31(3$9!>,))=$3>2(3,$!'3&>&1!I'+&<,)3$2$(?7!E&*13(&! 5')-*!(*338+%(6)%*+&:! 2>>&113*3?3(7!,-!>,$(&$(0!+&'+&1&$(2(3,$!,-!(2+9&(!2=<3&$>&10!C&7!)&1129&10!2$<!(5&!>,))=$3>2(3,$1! of Recommendations Summary (%*2(%%!(%+272)8!2)!/'4*)-1,$!O-')*69!V%(!7,6!;%82)+!,*!T!,919>!=$%)!+$%!3'*+!$%(!8,(;,8%!,)7! *+2$<!2E2+&$&11!2$<!,4&+2??!)&11293$9!+&-?&>(!(5&!9&$&+2?!'=*?3>:1!>,)),$!?2$9=29&!2$<!-&&?3$91D!F! 2$<!'+3$(J0!2$<!(5&!,(5&+!>52+9&<!E3(5!>,??&>(3$9!<2(2!-+,)!A&(+,:1!C&7!1(2C&5,?<&+1!I3D&D!(5&!4,(3$9! -+2)&E,+C!+&?2(34&!(,!(5&!3$(&$(3,$1!<&(23?&<!3$!A&(+,:1!>=++&$(!>,))=$3>2(3,$1!'?2$D!!

(%&6&42)8!-'*!;6!*$%!&'(;9!C*!FW!,919>!+$%!,**%)7+!,!X,*'(,4!Y,(7%)2)8!G(-8(,1!3(%+%)*,*2-)9!C*!H!3919>! 9+,='!,-!(&$!9+2<=2(&!+&1&2+>5&+1!E&+&!>52+9&<!E3(5!<&4&?,'3$9!2$!3$1(+=)&$(0!3$(&+43&E3$9!+&13<&$(10! &+'=*?3>JD!K2(2!92(5&+&<!*,(5!-+,)!3$(&+43&E1!21!E&??!21!-+,)!2$2?7B3$9!(5&!&H31(3$9!A&(+,!>,))=$3>2(3,$! ,#(&-!-.(&/! S,)%!*,J%+!$%(!8(,)7J27+!*-!*$%!:--9!C*!U!3919>!S,)%!8-%+!.-(!,!;2J%!(27%!'+2)8!/%*(-0+!K2J%!#$%(%Z!1,39! Landing page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striking presentation with better balance of all the main parts of the Larger, more iconic images. Visually G$-*-+!&-'47!$%43!*%44!S,)%0+!+*-(6!2)!;(-&$'(%+>!,)7!?27%-!&-'47!%)$,)&%!*$%!*21%42)%!-)!/%*(-0+! #$!(,(2?!.M!3$<343<=2?1!E&+&!3$(&+43&E&<!-+,)!2>+,11!(5&!(5+&&!>,=$(3&1!E3(53$!A&(+,:1!N=+31<3>(3,$! 2$<!'+3$(J0!2$<!(5&!,(5&+!>52+9&<!E3(5!>,??&>(3$9!<2(2!-+,)!A&(+,:1!C&7!1(2C&5,?<&+1!I3D&D!(5&!4,(3$9! '&+>&'(3,$D!P&*!2$2?7(3>1!E&+&!211&11&<!-,+!(+&$<1!3$!2=<3&$>&!3$(&+2>(3,$!E3(5!A&(+,:1!,$?3$&! MARKETING 8+COMMUNICATIONS /;24<:! that are enjoyed by the lodge’s guests -- as detailed above. and sensual experience sensory =%;+2*%!,)7!(%&-11%)7%7!\-'#';%!&$,))%4!P+%%!*,&*2&+Q9!]2124,(!*21%42)%+!&-'47!;%!&(%,*%7! IO?2>C2)210!A=?($,)25!2$<!P2153$9(,$JD!#(!15,=?<!*&!$,(&<!(52(!(5&!)2N,+3(7!,-!1=+4&71!E&+&! '=*?3>JD!K2(2!92(5&+&<!*,(5!-+,)!3$(&+43&E1!21!E&??!21!-+,)!2$2?7B3$9!(5&!&H31(3$9!A&(+,!>,))=$3>2(3,$! '?2(-,+)10!3$>?=<3$9!3(1!'+,'+3&(2+7!E&*!13(&!2$<!42+3,=1!1,>32?!)&<32!'29&1D!#)'?3>2(3,$1!,-!(5&1&! @';%'=!*0!)$'!='4!)-600%(!6+69/)%(&!,-*;%1'1!4/!5')-*!1'0%+'&!)$'!0*99*=%+2! Landing page Charles Dye >,??&>(&<!-+,)!+&13<&$(1!,-!A=?($,)25!O,=$(7Q!1&4&+2?!3$<343<=2?1!2?1,!+&1',$<&<!432!&)23?!1,!$,! © original Having spent1/+63%(&B!! nearly(%3(%+%)*2)8!72..%(%)*!+%81%)*+!-.!*$%!3-3'4,*2-)!*$,*!/%*(-!+%(?%+9!O-)+*2*'%)*+!)%%7!*-!+%%!*$,*! six years atsits location on the outskirts of Medford, chief 1(+2(&97!E&+&!(5&$!=1&<!(,!<&4&?,'!+&2?L?3-&!(5&)&10!)&11293$9!2$<!3)29&1D! 2$2?71&1!2+&!+&',+(&<!3$!(5&!\3$<3$91!2$<!X&>,))&$<2(3,$1!1&>(3,$1!,-!(531!+&',+(D!! photo pages Interior+&>,+<&<!-,,(29&!E21!2423?2*?&D!R2>5!1=*N&>(!E21!21C&<!2!1&+3&1!,-!*+,2<!S=&1(3,$1!+&?2(&<!(,!(5&3+! /%*(-0+!-..%(2)8+!,(%!,+!72?%(+%!,+!*$%!3%-34%!2)!/'4*)-1,$>!<,+$2)8*-)!,)7!O4,&J,1,+!&-')*2%+9! among priorities normalizing relocation into downtown, and promoting the of the main parts the allisthe of better balance withKidTime’s Visually striking presentation images. iconic Larger, more KEY SUCCESS FACTORS • !C+%D8'!;%&%)&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! #$!(,(2?!.M!3$<343<=2?1!E&+&!3$(&+43&E&<!-+,)!2>+,11!(5&!(5+&&!>,=$(3&1!E3(53$!A&(+,:1!N=+31<3>(3,$! above.with detailed -- as text guests lodge’s by the ! Secondary sensory and sensual experience that are enjoyed -&&?3$91!,-!(5&!+&93,$0!5,E!(5&7!E,=?<!<&1>+3*&!?3-&!3$!(5&!T2>3-3>!U,+(5E&1(0!(5&3+!42?=&1!2$<!<&13+&10! on the landing April 16 grand opening. in urgency new details pertaining to user experience, introduced the experiences to expand photos are packaged concise detailed, Compelling, • !#*)69!;%&%)&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! "! IO?2>C2)210!A=?($,)25!2$<!P2153$9(,$JD!#(!15,=?<!*&!$,(&<!(52(!(5&!)2N,+3(7!,-!1=+4&71!E&+&! ! ideally, or, more information contact call to action either -purchase the funneling pages page. 8 www.gplus.to/charlesdye chuckdye@gmail.com 503-547-4762 ORresources Portland a Dyepoint Charles such as directions, parking options and nearby forwith families visiting the facility. 5,E!9,4&+$)&$(!15,=?<!-=$>(3,$!(,!)2C&!(5&!+&93,$!),+&!V?342*?&0W!&(>D!!X&1',$1&1!E&+&!(5&$!2$2?7B&<! CDye-KidTime New Venue Marketing Plan (March 2011) 22 Key to the success of KidTime’s move to All the History Center to and related efforts to increase • ! !F62'!;%'=&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! >,??&>(&<!-+,)!+&13<&$(1!,-!A=?($,)25!O,=$(7Q!1&4&+2?!3$<343<=2?1!2?1,!+&1',$<&<!432!&)23?!1,!$,! The lodge’s core message should be one of a"!transformative journey. A reservation booking portal. an online (,!<&(&+)3$&!(5&!'=*?3>:1!C&7!(5&)&1!2$<!)&1129&1!+&?2(&<!(,!A&(+,:1!1&+43>&10!E53>5!E&+&!(5&$! bothpages attendance and revenue in the transition from non-profit to financial self-sufficiency over Interior G-26+%(!)-600%(!H&'6-($!'+2%+'I!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! choice juxtaposed with big, strong, vibrant images to plant the seeds of the message of enticing, sensual• word +&>,+<&<!-,,(29&!E21!2423?2*?&D!R2>5!1=*N&>(!E21!21C&<!2!1&+3&1!,-!*+,2<!S=&1(3,$1!+&?2(&<!(,!(5&3+! Figure 5 >,)'2+&<!E3(5!&H31(3$9!A&(+,!>,$(&$(!(,!3<&$(3-7!',113*?&!92'1!2$<!2+&21!,-!3)'+,4&)&$(D!! the next 3-5 years: memories. treasured,onlife-long will become thatexperiences lodge experiences • !@'0'--69!)-600%(!)-'+1%+2!1*=+A!,6&)!E"!3*+)$&!! -&&?3$91!,-!(5&!+&93,$0!5,E!(5&7!E,=?<!<&1>+3*&!?3-&!3$!(5&!T2>3-3>!U,+(5E&1(0!(5&3+!42?=&1!2$<!<&13+&10! the landing introduced to expand the detailed, concise text packaged with photos Compelling,

Sunny Spicer, KidTime Executive Director: “Charles was an essential component in our transition to a highly visible family attraction. The marketing plan he developed generated significant audience engagement, contributed to a clear trend of increased paid attendance, and continues to this day to be the model that KidTime aspires to replicate.”

information with contact to action pages funneling to the purchase point -- either a call • !J36%9!;%&%)&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! page. All 5,E!9,4&+$)&$(!15,=?<!-=$>(3,$!(,!)2C&!(5&!+&93,$!),+&!V?342*?&0W!&(>D!!X&1',$1&1!E&+&!(5&$!2$2?7B&<! G5&!-,??,E3$9!>,))=$3>2(3,$1!'?2$!*&93$1!E3(5!2!>,)'+&5&$134&!,4&+43&E!,-!(5&!)&(5,<,?,97!2$<! Medium Goalor, more ideally, Analytics 12-month budget • Clearbooking differentiation from localcore andmessage regional should competitors and organizations journey. A a transformative of•peer be one lodge’s portal. The reservation an online (,!<&(&+)3$&!(5&!'=*?3>:1!C&7!(5&)&1!2$<!)&1129&1!+&?2(&<!(,!A&(+,:1!1&+43>&10!E53>5!E&+&!(5&$! !K*(%69!3'1%6!;%&%)*-!&$6-'&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! ?3)3(2(3,$1!,-!(5&!9+2<=2(&!+&1&2+>5&+1:!1>,'&!,-!E,+CD!Y&7!-3$<3$91!E3??!(5&$!*&!'+&1&$(&<0!*+,C&$! • Effectively normalize newjuxtaposed location after 6big, years at original the seeds of the to plantcontent images vibrantvenue strong, with word choice sensual message of enticing, SEO, KidTime Optimize <,E$!*7!)&<32!2=<3(!,-!&H31(3$9!A&(+,!>,$(&$(!2$<!2$!2=<3&$>&!2$2?7131!,-!(5&!<2(2!92(5&+&<!-+,)! • !K*(%69!3'1%6!0*99*='-&!)-'+1%+2!8,A!,6&)!E"!3*+)$&!! >,)'2+&<!E3(5!&H31(3$9!A&(+,!>,$(&$(!(,!3<&$(3-7!',113*?&!92'1!2$<!2+&21!,-!3)'+,4&)&$(D!! Redesign $10,000 • Capitalize on additional capacity available at the History Centeroftocurrent increasesite and memories. life-long treasured, that will become lodge experiences home page 3$(&+43&E1D!Z21(?70!+&>,))&$<2(3,$1!E3??!*&!'+,43<&<!*21&<!,$!(5&!>,)),$!?2$9=29&!2$<!-&&?3$91! Google Analytics, Paid search $9,000 attendance and subsequent revenues 88+ &=>589078?4:! G5&!-,??,E3$9!>,))=$3>2(3,$1!'?2$!*&93$1!E3(5!2!>,)'+&5&$134&!,4&+43&E!,-!(5&!)&(5,<,?,97!2$<! 2011 redesign for +&',+(&<!*7!(5,1&!3$(&+43&E&<![!(5&!,4&+2??!9,2?!31!(,!3$-,+)!A&(+,:1!)&11293$9!(,!*&!),+&!2?39$&<!E3(5! Alexa Rankings Updates $2,400 • Construction and effective launch of gift shop revenue stream (onsite and online search engine ?3)3(2(3,$1!,-!(5&!9+2<=2(&!+&1&2+>5&+1:!1>,'&!,-!E,+CD!Y&7!-3$<3$91!E3??!(5&$!*&!'+&1&$(&<0!*+,C&$! • @%&'!%+!8+%D8'!;%&%)&A!)*)69!;%&%)&A!,62'!;%'=&!6+1!*-26+%(!)-600%(!%+1%(6)'!)$6)! SEO $6,000 2$<!2>>&113*?&!(,!(5&!9&$&+2?!'=*?3>D!! distribution channels) results <,E$!*7!)&<32!2=<3(!,-!&H31(3$9!A&(+,!>,$(&$(!2$<!2$!2=<3&$>&!2$2?7131!,-!(5&!<2(2!92(5&+&<!-+,)! )$'!,6&)!/'6-!&6=!)$'!,849%(L&!6=6-'+'&&!*0!6+1!'+262'3'+)!=%)$!5')-*! • Resolution to current board negotiations regarding family membership plans and ! 3$(&+43&E1D!Z21(?70!+&>,))&$<2(3,$1!E3??!*&!'+,43<&<!*21&<!,$!(5&!>,)),$!?2$9=29&!2$<!-&&?3$91! %3,-*;':!M%;'+!)$'!1%;'-&'!+6)8-'!*0!5')-*L&!*00'-%+2&!6+1!)$'!&(69'!*0!)$'! Social Media,and retention Foster customer multi-visit ticket packages for additional price appeal opportunities +&',+(&<!*7!(5,1&!3$(&+43&E&<![!(5&!,4&+2??!9,2?!31!(,!3$-,+)!A&(+,:1!)&11293$9!(,!*&!),+&!2?39$&<!E3(5! (*+&)%)8'+(/!&'-;'1!4/!)$*&'!,-*2-63&A!2'+'-69!6=6-'+'&&!*0!5')-*!6+1! mainly Facebook Facebook Free platform • Further advancement of brand recognition and esteem, primarily torelationships, Rogue Valley *!%./0/1/2-( 2$<!2>>&113*?&!(,!(5&!9&$&+2?!'=*?3>D!! (*3,-'$'+&%*+!*0!%)&!*00'-%+2&!(6+!(*+)%+8'!)*!%3,-*;':!! benefit from peer Analytics Strategist $5,000

residents, but not without investment in reaching regional and vacation travel audiences influencers • !N89.!'36%9!%&!&8(('&&0899/!2-*=%+2!,849%(!6=6-'+'&&!48)!)$'!1%&,6-%)/! • Effectiveness in improving SEO results, *3456(+7458( social media penetration and earned media 4')=''+!)$'!+834'-!*0!'+262'3'+)&!6+1!5')-*L&!)*)69!(*+&)%)8'+(/! placement G5&!A&<32!F=<3(!G&2)!>,$<=>(&<!2!)=?(3)&<32!+&43&E!,-!A&(+,:1!E&*!2$<!'+3$(!>,))=$3>2(3,$10! Earned Media Reach new Press release *!%./0/1/2-( %+1%(6)'&!-**3!0*-!08-)$'-!681%'+('!1';'9*,3'+):!! 2$2?7(3>10!2$<!>=++&$(!>,))=$3>2(3,$1!'?2$D!G5&!A&<32!F=<3(!G&2)!&42?=2(&<!(5&1&!)2(&+32?1!-,+! audiences Free platform placement, through news Strategist $2,000 2>>&113*3?3(7!,-!>,$(&$(0!+&'+&1&$(2(3,$!,-!(2+9&(!2=<3&$>&10!C&7!)&1129&10!2$<!(5&!>,))=$3>2(3,$1! • !K*(%69!3'1%6!681%'+('!0*99*=&!6+1!;%&%)*-!&$6-'&!$6;'!4*)$!-%&'+!%+!)$'!,6&)! exposure in news *3456(+7458( exposure -+2)&E,+C!+&?2(34&!(,!(5&!3$(&$(3,$1!<&(23?&<!3$!A&(+,:1!>=++&$(!>,))=$3>2(3,$1!'?2$D!! /'6-A!48)!(*891!'+262'!3*-'!*0!5')-*L&!(*+&)%)8'+(/!6+1!(*891!69&*! !

G5&!A&<32!F=<3(!G&2)!>,$<=>(&<!2!)=?(3)&<32!+&43&E!,-!A&(+,:1!E&*!2$<!'+3$(!>,))=$3>2(3,$10! (*+;'-)!0-*3!)$%-1O,6-)/!&*(%69!3'1%6!)*!5')-*L&!,-*,-%')6-/!='4!,-'&'+(':!! P&*!2$<!'+3$(!'?2(-,+)1!E&+&!2$2?7B&<!+&?2(34&!(,!>+3(&+320!3$>?=<3$9!C&7!)&1129&10!2>>&113*3?3(7!,-! Mass Emails Maintain loyalty, 2$2?7(3>10!2$<!>=++&$(!>,))=$3>2(3,$1!'?2$D!G5&!A&<32!F=<3(!G&2)!&42?=2(&<!(5&1&!)2(&+32?1!-,+! Constant Contact inform current Strategist $4500 ! >,$(&$(0!+&?&42$>&!(,!(2+9&(!2=<3&$>&10!2$<!3$-?=&$>&!,$!A&(+,:1!'=*?3>!3<&$(3(7!2$<!2=<3&$>&! 2>>&113*3?3(7!,-!>,$(&$(0!+&'+&1&$(2(3,$!,-!(2+9&(!2=<3&$>&10!C&7!)&1129&10!2$<!(5&!>,))=$3>2(3,$1! Analytics customers ! '&+>&'(3,$D!P&*!2$2?7(3>1!E&+&!211&11&<!-,+!(+&$<1!3$!2=<3&$>&!3$(&+2>(3,$!E3(5!A&(+,:1!,$?3$&! -+2)&E,+C!+&?2(34&!(,!(5&!3$(&$(3,$1!<&(23?&<!3$!A&(+,:1!>=++&$(!>,))=$3>2(3,$1!'?2$D!! '?2(-,+)10!3$>?=<3$9!3(1!'+,'+3&(2+7!E&*!13(&!2$<!42+3,=1!1,>32?!)&<32!'29&1D!#)'?3>2(3,$1!,-!(5&1&! of Mouth Benefit from peer P&*!2$<!'+3$(!'?2(-,+)1!E&+&!2$2?7B&<!+&?2(34&!(,!>+3(&+320!3$>?=<3$9!C&7!)&1129&10!2>>&113*3?3(7!,-! !Word 2$2?71&1!2+&!+&',+(&<!3$!(5&!\3$<3$91!2$<!X&>,))&$<2(3,$1!1&>(3,$1!,-!(531!+&',+(D!! photos © Charles Dye Customer rewards credibility and Free platform >,$(&$(0!+&?&42$>&!(,!(2+9&(!2=<3&$>&10!2$<!3$-?=&$>&!,$!A&(+,:1!'=*?3>!3<&$(3(7!2$<!2=<3&$>&! for referral visits peer influence ! '&+>&'(3,$D!P&*!2$2?7(3>1!E&+&!211&11&<!-,+!(+&$<1!3$!2=<3&$>&!3$(&+2>(3,$!E3(5!A&(+,:1!,$?3$&! "! ! '?2(-,+)10!3$>?=<3$9!3(1!'+,'+3&(2+7!E&*!13(&!2$<!42+3,=1!1,>32?!)&<32!'29&1D!#)'?3>2(3,$1!,-!(5&1&! 8 "! www.gplus.to/charlesdye chuckdye@gmail.com 503-547-4762 Portland OR !Charles Dye CDye-J610 KidTime Marketing Plan 18 2$2?71&1!2+&!+&',+(&<!3$!(5&!\3$<3$91!2$<!X&>,))&$<2(3,$1!1&>(3,$1!,-!(531!+&',+(D!! photos © Charles Dye

***

!

Charles Dye

Portland OR

"!

chuckdye@gmail.com 503-547-4762 CDye-KidTime New Venue

www.gplus.to/charlesdye Marketing Plan (March 2011)

8 20


UO Brand Refresh: PowerBar Collaborated with UO team of 3 graduate students on academic brand refresh project assessing the architecture, attributes and competitive landscape of a chosen brand.


Solution:

Re-Lau

Compiled detailed analysis of PowerBar and its diverse product lines.

•  Focu sed Pa rtnersh

ategy!

ips! •  Pow Visual Identity – PowerBar! erBar: NBA, N FL

, MLB,

Teams!

Contributed to market segmentation, product line positioning and re-launch strategy.

nch Str

Competitive Sport Athletes!

•  Trek : RE •  Strid e:

I, North

Nike, A

Face, P a

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NHL, M

LS and

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Designed drafts of refreshed brand packaging. Produced and delivered academic brand review.

Outdoo Jennifer Elliott VP-Marketing, Regence and UO Adjunct Faculty: “Really enjoyed the strategic thinking and recommended changes.” “Great activation ideas overall, a very impressive portfolio based on sound business thinking and clear recommendations.”

Visual r Enthu

siasts!

Visual Identity - Stride! Health and Fitness Community!

Identity

- Trek!


Presentation Design & Speech Writing Capabilities: Optimize typography, image, layout for compelling visual impact. Engage and inform audiences with verbal presentations. Employ focused writing and messaging techniques to convey complex ideas with clear, concise, engaging delivery.

Br Bra and nd Re Rev vie Brand i Revie ew w w

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Successes: Designed 2011 investor relations and business development keynote presentation for KidTime Executive Director, Sunny Spicer. Presented original work of published fiction in support of The Frozen Moment anthology at the 2011 book launch. Researched, designed and scripted monthly UO graduate school presentations, 2010-2012.

Reputation

Br Bra and nd Re Rev vi Brand Revie iewew w

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Promoting Mark Parker 30

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ng ath wor let ld’s years at Nike, CEO ic f bestsince 2006 oo -sell tw •Product of Nike culture ing a ear t h l and The Nike’s world’s worth in etic foo •Doubles app best-se twe Ch ar a lling at a first four years as CEO hletic f n are ootwerles Dyd appa l ar a e re •Resulting reputation is Cha n,d20a1pparlel rles 1

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stability and sound finances

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Print Collateral Front

On contract to rising Portland lit star, Gigi Little, helped launch online platform promoting original fiction, essay and blog content.

Solution: promotional materials created by Portland copywriter Charles Dye

Integration of social media, blog and web content for promotional site focused on her writing, illustration and merchandising work for Powell’s Books. 

Gigi Little, Portland Author: “I've been working on building a website. Or working with my excellent web strategist Charles Dye who is being so patient and accommodating throughout the process. He's made this whole thing a great experience.”

Back

Developed print, blog, and social media marketing timeline promoting launch and related social event.


On contract to Story & Song Producer, Colin Farstad, developed a low-cost print campaign, designed for volunteer team’s on-demand printing and distribution.

S TO R Y A ND SO N G : A B E N E F I T F O R

BRADLEY ROSEN

Solution: Integration of social media, blog and web content with clear call to action for a fund-raising event to benefit a Portland-based finish carpenter active in amateur music and writing communities.  Designed and provided volunteer team with low-res, 8.5 x 11 flyer gray-scaled for photocopy reproduction as needed for distribution efforts.  Developed print, blog, and social media marketing timeline promoting launch and related social event.

Story ...

Pdx writers and musicians suppor

t one of their own

... and Song

Tom

An intense opening set of acoustic songs by

Spanbauer Cheryl

Closureyes

Monica

The soothing keyboard and vocal sounds of

Strayed Drake

NicoleBerke

Margaret

High-energy, contemporary Bluegrass by

Malone Emily

Chenoweth

Highwater eve r You ng For eve r You ng, Bu nki e. For

Please help offset Brad’s unexpected medical expenses

Project Outcome: Capacity crowd at Southeast Portland venue, fund-raising goal achieved through donations. 

Brad’s a kind soul and a great friend. So, it was crushing to hear that he spent Christmas Eve in the emergency room. And Christmas Day in OHSU’s Intensive Care unit.

In all, Brad spent the better part of two weeks at OHSU. He welcomed the new year in Intensive Care with an infection along his spine that required emergency surgery.

In addition to being a skilled writer and drummer, Brad works as a finish carpenter. Please join us for a night of story and song in Brad’s honor, and help offset his medical bills.

Blue Monk, Friday, February 19th at Seven 3341 SE Belmont Street

Cover: $8 (donations help) DW.ArmyInfo@gmail.com


KidTime Strategic Partnership: Pepsi Refresh On contract to KidTime, a non-profit advocacy for early education in southern Oregon, as Social Media Project Manager for 2011 web and print campaign in pursuit of Pepsi Refresh Grant. Boost KidTime始s bid for a Pepsi Refresh Grant Vote us once a day, every day Text 108096 to 73774 on your phone or vote for KidTime online at www.refresheverything.com/kidtime

More than 50% of Southern Oregon school kids live in poverty Nearly 40% drop out of school Help us continue to serve Southern Oregon youth and families by voting online or by text

We need your votes to qualify!


Developed grant writing campaign and timeline. Compiled and submitted required grant application materials to Pepsi. Planned and executed editorial calendar. Integration of daily social media content and print collateral promoting audience engagement and participation in the grant competition. 

Support non-profit learning programs for Medford kids More than 50% of Southern Oregon school kids live in poverty Nearly 40% drop out before finishing high school Help KidTime support Southern Oregonʼs young families Vote online at www.pep.si/pq4aG4 or by texting 108096 to 73774 (PEPSI)

Front

Solution:

4” x 6”

Quadrupled social media audience engagement during the course of the 2011 grant campaign. Coming soon to

Back

Project management, planning and introduction of Hootsuite for coordination daily social media outreach efforts.


UO Public Service Announcement Storyboards UO academic public service announcement storyboards showcasing strategic messaging and promoting a chosen brand to a designated audience.


Solution:

Shot 7 (tight, 1-shot) -- Lead: Where there is still clean water. Shot 8 (transitional, 2-shot) -- Lead: Indian Country is all the frontier that’s left. Because it has not yet been exploited.

Managed and executed all tasks, including producing PSA storyboards viewable at: www.xtranormal.com/watch/13112937/wellspring-client-relations-storyboards

Shot 9 (tight, 1-shot) -- Support: Resource management needs to be done right so our health and our environment are no longer sacrificed for energy profits. Shot 10 (tight, 1-shot) -- Lead: Activists are out there, advocating for sustainable resource management. Shot 11 (reverse, transitional, 2-shot) -- Support: Many Americans are eager to learn how they can do their part.

Based storyboard video on identification and modeling of topically related PSA precedents.

Shot 12 (transitional, 2-shot) -- Lead: Wellspring Media brings tribal perspective to mainstream America.

PRECEDENTS

Shot 13 (black screen) -- White text: Wellspring Media

Scripted PSA/client relations video for Wellspring Media, a fictitious PR & Marketing agency startup.

Shot 14 (reverse, transitional, 2-shot) -- Support: Wellspring Media. (W+K) Think Indian PSA: http://www.youtube.com/watch?v=nwiqs-0pFBs Shot 15 (tight, 1-shot) -- Support: Your nation. Your resources. Your homeland.

Identified Xtranormal, a video animation generator, as viable platform for storyboard animation video.

Red Feather Development Group PSA: development / Platform integration http://www.youtube.com/watch?v=fu3jhKbl_ew

Hope on the Rez PSA: Shot 16 (reverse, transitional, 2-shot) -- Support: The keys to our future in the wisdom of our past. http://www.youtube.com/watch?NR=1&feature=endscreen&v=Tm0OG4cdLgY Shot 17 (black screen) -- White text: Mainstream audience engagement / Message Shot 18 (black screen) -- White text: Wellspring Media / Portland, OR / Bringing tribal perspective to mainstream America

PSA / CLIENT RELATIONS VIDEO CONCEPT Scene: Standard PSA / Client relations construct of talking heads offering perspectives on the topic of tribal land rights and resource management policy, as well as Wellspring Media’s role in cultivating mainstream support for those causes.

Jenna Soard, UO Adjunct Faculty: “I love, love, love this! The video examples are wonderful and interesting and shocking! Way to find perfect examples of the type of emotional reaction you are trying to convey! The video concept you came up with looks great!”

Setting: Campaign will include videos set both in agency office environments and against idyllic wilderness views. Actors: Lead -- Native American female professional activist representing tribal / resource advocacy. Supporting -- Male professional PR Strategist representing Wellspring’s audience engagement contributions. Run time: Approximately 1 minute. Dialog: Shot 1 (close, 1-shot) -- Lead: They’re sizing up what’s left of America. Shot 2 (mid-range, 1-shot) -- Lead: There’s a rush to get to energy resources on tribal lands. Shot 3 (transitional, 2-shot) -- Lead: Indian Country covers the last slivers of land where there is still oil. Shot 4 (reverse, transitional, 2-shot) -- Support: Where there is still coal methane. Shot 5 (wide, 2-shot) -- Lead: Where there are still forests.


UO Search Engine Optimization Analysis UO academic Search Engine Optimization analysis, evaluating keywords, tags and user experience of a chosen brand, and strategic recommendations.

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PDX Boutique Agencies SEO Landscape & Recommendations

Charles Dye, 2012


Solution:

Evaluat

ion in Q

Compiled comparative analysis of Portland marketing agencies White Horse, Turtledove Clemens, Razorfish, and HMH for search optimization and user experience. Developed detailed recommendations, milestones and evaluation benchmarks for improvement of SEO and referral traffic. Produced and delivered academic analysis drawing on SEO presentations by: Kent Lewis of Anvil Media Amanda Bernard of iSite Design Duane Forrester of Bing Ricky Skidmore of Google

2-2012

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Social Media •Shift focus away from Twitter visual and text limits


Web Analytics Capabilities: Comparative analysis of visitor behavior, traffic sources and keywords.

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Interpretation of visitor intent and behavior. Google Analytics, Facebook Analytics, Alexa Reports and WordPress stats.

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Successes: Consistently identified opportunities to optimize web and social media content for improving traffic, engagement and conversions. Illustrated to clients their geographic outreach, the keywords leading visitors to them, and how those factors prompt site/campaign improvements.

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ts this

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Here’s what we know: Mac user ... on Comcast ... in West Linn ...


Social Media Strategy & Analytics Capabilities: Communication plan, timeline and budget for strategic social media campaigns. Development, launch and execution of campaigns designed to engage, present calls to action, and generate referral traffic to revenue funnel. Comparative analysis of impressions, conversions, visitor behavior, and engagement trending. Correlation of specific content themes to audience response.

Eval

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Ret en • Ga tion m anal e and s ytics easo Aw n at are tend nes ance • T s wice Engag are thei ement -year r ow ly o • Follow p n i nion s, comm a ents, au nd p analytic dience erce s posts patrion Referr e thsuerir veyoswn al traf fi

Met hod olog y Method ology

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• Google Key Analytic s, Alexa me Ranking s s, etc. • Est sag ablis ing • BudPglaey up h urgen • Inc t exp c erie y to sta • Frereeapse nce y up lat o • Messa gfoernm e f r a tten to date ging alre al aw ding a a w dy berinen and hom g e gam ith tea d s e e v p s e a l g o o e p e • Page a m f teea d fors Fa dmin, cu c m e b o ok ration a nd mod eration , est. $5 k/yr

Winterhawks & Google+

Marketing recommendation Charles Dye, 2011


chuckdye@gmail.com 503-547-4762

Charles Dye Marketing Consultant

Successes:

Conclusions and Recommendations I haven’t been provided any data on KidTime’s paid attendance at the History Center. However, Sunny, in the past 3-4 weeks you’ve mentioned at once or twice that paid attendance rose significantly during the weeks of my

Consistently identified opportunities to increase effectiveness of social media content in attracting, engaging and converting visitors for various clients. Illustrated to clients their social media outreach, the content areas linked to engagement trends, and how those factors prompt campaign improvements.

Charles Dye chuckdye@gmail.com attendance data, I can’t shoulder the August campaign -- most recently in your Sept. 10 email. Without specific to KidTime at the History burden of proving a link between KidTime’s online audience engagement and paid visits Marketing Consultant 503-547-4762 Center. However, I do contend that the trend of increased paid attendance corresponds with the clear and undeniable audience engagement data generated by my August social media campaign, as detailed above.

Bottom line: I know what I’m doing and I do it well. If it looks easy, please consider how much professional and

Social media academic case study: Pepsi Refresh in it.Grant campaign I’ve invested experience

During the last week of July, 2011, the KidTime fan page on Facebook was “liked” by 319 fans who made a total who’ve always had kidspage. -- those the Facebook bear in1mind, playground, media seems If social of just 57 visits and 1 audience post tolike thea fan page -- about visit that week forgeneration every 6 fans of the email and never sent a fax, those kids who’ve always had a cell phone and never had a landline or used a rotary dial phone -- they’re old enough that they’re in my graduate marketing classes, finishing their MBAs and starting In the first week of careers August,now. I set It’s up not andtough launched the Pepsi campaign behalf, generation will take the Facebook of KidTime’s climberson the fastest direction Grant whichRefresh to predict incorporating a fewthings pieceswhen of print collateralwaves and employing Hootsuite to start saturate the KidTime fan page with next year. numbers in wholesale to retire Boomers of the Baby the post-war chuckdye@gmail.com Charles Dye multiple daily updates regarding the grant and now. throughout each week of the monthrightcalendar happeningcraft it’sKidTime’s thing, new-media This whole 503-547-4762 Marketing Consultant long campaign. As you’ll see in the following analysis and illustrations, the results were undeniable and immediate. KidTime’s Facebook audience became increasingly engaged both online at the fan page and in paid marketing and social media strategy seem anything less than absolutely necessary, consider this: If new-media attendance at the History Center. • Facebook alone has more than 750 million members and its CEO is the youngest billionaire in history. • Mobile phones are manufactured with social media apps pre-installed. My Facebook activity for the first FIGURE 1: Aug 8, 2011 at $530/share, more than Apple and more than double IBM or Amazon) is waist-deep in Google (trading 33 The audience engagement data week of this campaign•included its Google+ platform to the social media landscape. addingdaily updates promoting KidTime’s FIGURE 3: Sept 13, 2011 detailed here illustrates an facts are coincidence. Believing otherwise is the hallmark of entrenchment in outmoded, outdated these of and None events the undeniable effectiveness in theactivities, weekendbusiness logic. This isn’t an era of print media buys. It’s not an era of buying air time during the news hour. It’s not Pepsi campaign. These posts application of my professional and even an era of instantly tripled engagement bybanner ads and sponsored links any more. SEO was king before social media. Consumers thantoage 30 see through every bit of that, they tune it out and move right past it. younger academic experience in cultivating KidTime’s Facebook audience web and social media traffic. The183 visits and 15 visitor posts in a single week’s time. (Figuremarketing 1) clear and meaningful deficits in environment, social media is the card you want to be playing. If letting go of marketing In today’s tools, theories and practices older than virtually everyone in your audience is anything less than top priority, I can audience engagement prior to assure you that the public release of Google+ next year, and 750 million currently active Facebook members will and following my August During the third week of August, my leave you behind in the next five years. And they’re taking the marketplace with them. Facebook campaign in support of campaign further demonstrate the the Pepsi grant and events at effectiveness of applying my proven *** expertise in social media strategy.KidTime included my 25 updates, Where you see me working my generated 38 audience posts and 252 audience visits -- four times campaign (the green bars, below) the fan activity a week prior to the you see KidTime’s audience start of my campaign. That’s 3 visits engagement (the gold bars) for every 4 fans, and 1 in 10 fans increase dramatically. (Figure 4)posting to the page. (Figure 2) FIGURE 2: Aug 23, 2011

FIGURE 4: ! ! Facebook Engagement, Updates vs. Weekly Visits

My Facebook campaign came to a close with the end of August, and KidTime’s update activity returned to its previous lows. The response Charles Dye in audience engagement again was undeniable and instant. The first week of September saw audience visits decrease immediately, back to 83 for the week with just 8 audience posts recorded. The second week after my campaign’s end saw audience visits fall to 57 for the week with 0 audience posts. (Figure 3, next page) Charles Dye

CDye’s KidTime-Pepsi Refresh campaign: Generated Facebook traffic four times greater than the weeks prior to the campaign. Engaged Facebook comments and visitor posts at volume nearly 40 times greater than weeks prior.

Portland OR

300

chuckdye@gmail.com

503-547-4762

Portland OR

225

150

503-547-4762

chuckdye@gmail.com

www.gplus.to/charlesdye

75

week ending 7/31 week ending 8/8

0

week ending 8/15

KidTime Posts CDye Posts Weekly Visits

week ending 8/22 week ending 9/13 week ending 9/13

week ending 8/22

week ending 8/15

week ending 8/8

week ending 7/31

1

KidTime Updates

1

7

1

2

CDye Updates

0

33

42

25

0

57

183

133

252

57

Weekly Visits Charles Dye

Portland OR

503-547-4762

www.gplus.to/charlesdye

chuckdye@gmail.com

www.gplus.to/charlesdye

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2

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UO Brand Positioning: Rogue River Lodge chuckdye@gmail.com 503-547-4762

Charles Dye Marketing Consultant

UO academic positioning statement evaluating image and identity of a chosen brand, and strategic recommendations.

Conveying the full experience vs. a close-up of a guest room or a plate of food

Charles Dye Marketing Consultant

Marketing the lodge means portraying the full Now, I should point out that I feel profoundly close to the compiled below. recommendations chuckdye@gmail.com I was born and raised in the then Minneapolis suburbs,503-547-4762 experienced the dramatic contrast of moving to Gold Beach and attending junior high and high school there at the mouth of the Rogue.

Charles Dye Marketing Consultant

Rogue River Lodge

Read music reviews in Rolling Stone all day, and they can’t tell you if YOU like the latest-greatest band. Look at a picture of a plate of food, and it can’t show you if you’ll enjoy that dining experience. Why not? Because these are senses, relative experiences of the chuckdye@gmail.com to individuals and their particular 503-547-4762 tastes. Likewise, the experience of visiting Rogue River Lodge is an experience of the senses: Trading the rush of city traffic for the placid sounds of the currents and wildlife of being there experience drifting through the Rogue River canyon. Smelling the murk and moss and fir trees. Seeing the green water pushed white against the rocks that line the riffles and the rapids. Feeling the canyon breathe in its morning breezes, and breathe out its evening winds. Tasting those Oregon wines, huckleberries, steelhead and chinook. But the most important sense for the lodge to emphasize is the larger sense of being in the canyon, feeling the larger sensations of that physical event, and sharing an exquisite meal with great company at the lodge’s dinner table.

I’ve rafted the wild & scenic section of the river from Galice to Foster Bar five times. I’ve paddled through Blossom Bar clean, hit Volkswagen rock, and flipped in a raft caught in the Picket Fence.

to last A picture’s worth a thousand words, and memories can beForbuilt seven years after high school, I

photo © Charles Dye

photos © Charles Dye My recommendations for making this distinction clear to prospective visitors hinges on two main concepts: 1. The practical. Leading with an image or a few images in a Flash-driven slideshow will help bring the lodge’s fine dining and the true, full experience of being there from near obscurity on the current site more into balance with the larger setting and images of the grounds and amenities. 2. The visionary. High-resolution, skilled photography framed to convey the full experience of visiting the lodge, an experience bigger than a picture of an oak headboard next to high thread-count linens. Bigger in the same way that dining at the lodge is a bigger experience than a close-up of an entree -- it’s the sum total of all elements involved, the atmosphere, the company, and of course a great meal as well.

fought forest fires in the lower

of the lodge and its amenities On the current Rogue River Lodge web site, text dominates the home page. Photos Rogue River canyon with an engine crew the assessment with are secondary, small, and less effective than they could be at larger scale. I agreeon CFPA. unit of thethat Gold Beach theMike’s lodge’s current home page content overlooks the theme of fine dining, thus selling short the full appeal of the lodge to prospective clientele. I’ve gone swimming in the Rouge

countless times, caught spring chinook on its gravel bars, and ridden jet boats on it

points as the peace and quiet In the most literal sense, Rogue River Lodge offers its guests such concrete selling more times than I can even remember. of being hundreds of miles from the nearest major city, fine dining, access to the numerous outdoor recreation opportunities of the Rogue River Canyon, and opportunities to experience a very particular natural environment Clearly, there are people who know the really offers is the lodge whatbetter unknown to people from most other parts of the world. But for all those reasons, river than I, but if there’s one not who visitorsinmight of first-time memories that guests will carry with them the rest of their lives. Experiences manyprofessional this world copywriter main parts thefirsthand Alltwo theiradays. fully understand they’re about to encounter, then come to remember for the rest of the aboutof thing or knows man is me. I believe site. webthat lodge’s on theRiver, that experience need to be portrayed in a more efficient, sensually striking manor Rogue

The big-picture implication of the model I recommend is a big, vibrant, striking first impression -- very light on landing page text -- with all pages funneling to the purchase point -- either a call to action with contact information or, more ideally, an online reservation booking portal. Charles Dye

503-547-4762

Portland OR

you’ll see in the next few pages, it’s not uncommon for the www.therogueriverlodge.com Figure 1: As

lodge’s peers throughout Oregon to lead with the images that tell their stories effectively and almost instantly. Text still plays an important role, but that role is secondary in their sites’ page flow. I recommend coupling the power of images with a deeper range of the lodge’s selling points to more fully connect with the target audience and convey more of the specific value propositions that can help the lodge broaden its appeal with more effective, more persuasive impact. Why? Because marketing the lodge successfully means portraying the true and full experience of being there. Charles Dye

Charles Dye

Portland OR

503-547-4762

chuckdye@gmail.com

www.gplus.to/charlesdye

Portland OR

2

503-547-4762

chuckdye@gmail.com

www.gplus.to/charlesdye

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chuckdye@gmail.com

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4


Solution: Identified Rogue River Lodge as a prime candidate for brand refresh and web redesign. Compiled 10-page brand statement establishing positioning relative to Oregon oceanfront and riverfront resorts.

Cited industry standards and related academic theory in support of analysis.

Figure 3: www.tututun.com

chuckdye@gmail.com 503-547-4762

Charles Dye Marketing Consultant

Developed recommendations for site layout, SEO, and content themes.

chuckdye@gmail.com 503-547-4762

Charles Dye Marketing Consultant

Case Study: Tu Tu’ Tun Lodge, Lower Rogue River Figure 2: www.tututun.com

Figure 4: www.tututun.com

chuckdye@gmail.com 503-547-4762

Charles Dye Marketing Consultant

Summary of Recommendations Figure 5: www.tututun.com

Landing page Larger, more iconic images. Visually striking presentation with better balance of all the main parts of the sensory and sensual experience that are enjoyed by the lodge’s guests -- as detailed above.

Interior pages Compelling, detailed, concise text packaged with photos to expand the experiences introduced on the landing page. All pages funneling to the purchase point -- either a call to action with contact information or, more ideally, transformative journey. A be one ofinathe should an online reservation booking portal. The lodge’s core message the contrast Consider images vibrant big, strong, message of enticing, sensual word choice juxtaposed with on theto plant the seeds of the image of text vs. balance memories. lodge experiences that will become treasured, life-long home Charles Dye page for Tu Tu’ Tun Lodge,

Portland OR

503-547-4762

chuckdye@gmail.com

compared to the text vs. image balance on the current Rogue River Lodge page. Both play their images much smaller than I’d recommend. However, as you’ll see in following page, the slideshow on the Tu Tu’ Tun home page portrays a much stronger, more efficient sensory and sensual appeal. The full run of the slideshow succeeds in highlighting Tu Tu’ Tun’s major offerings to new and return guests. Charles Dye

Portland OR

503-547-4762

photos © Charles Dye

Charles Dye

Portland OR

503-547-4762

chuckdye@gmail.com

www.gplus.to/charlesdye

8

chuckdye@gmail.com

www.gplus.to/charlesdye

5

www.gplus.to/charlesdye

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About me

!

University of Oregon: BA Magazine Journalism and MA Strategic Communication Contemporary fiction: including 2011 short story published in The Frozen Moment Recognition: ONPA and FWAA awards for news writing & freelance journalism

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Key strengths: Public Relations, Marketing, Social Media, Digital Strategy Favorites: Spicy chicken, Bulliet/rocks, college football, Portland OR

Contact

JK4;!L';2!M'<&'%(*!.#2%1N;!71OO&<47'241<;!P#L'%2O#<2!71OL=#2#P!'!-,IQ##R!#<D'D#O#<2!Q42K!'! ChuckDye at gmail.com 2#'O!1B!;2&P#<2;!4<!2K#!:2%'2#D47!>1OO&<47'241<;!S%'P&'2#!T%1D%'O!B%1O!2K#!A<48#%;42(!1B! C%#D1<N;!:7K11=!1B!M1&%<'=4;O!'<P!>1OO&<47'241<;/!JK#4%!Q1%R!Q42K!.#2%1!Q';!'!8'%4'241<!1<!2K#! www.gplus.to/charlesdye :&;2'4<'$=#!>42(!U#'%!T%1D%'O*!2K#!;#%847#!=#'%<4<D!L%1D%'O!1B!2K#!:&;2'4<'$=#!>424#;!?<424'248#/!

www.about.me/charlesdye44 JK#!L'%2<#%;K4L!Q';!;&7K!'!L1;4248#!'<P!4<;2%&7248#!#6L#%4#<7#!B1%!.#2%1!;2'BB!2K'2!?!Q'<2#P!21! ;K'%#!2K#!K4DK=4DK2;!'<P!1&271O#;!Q42K!(1&/! www.charlesdye.wordpress.com

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V4<#!;#71<PI(#'%!D%'P&'2#!;2&P#<2;!&<P#%!2K#!P4%#7241<!1B!W=!:2'842;R(*!';;174'2#!P#'<!'<P!P4%#721%! journalism.uoregon.edu/user/cdye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

Charles Dye | PR+Marketing Consultant promotional materials created by Portland copywriter Charles Dye

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MA Strategic Communications | University of Oregon Platform

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PR + Marketing Portfolio, Charles Dye  

PR + Marketing Portfolio of Charles Dye, Portland OR

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