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Eiko Espiritu Qualifications | Experience | Expertise

Saturday, September 26, 2009


Meet Eiko. ๏

Qualifications ๏ Bachelor’s of Science, Weber State University, 2002 ๏ Master’s of Business Administration, Kaplan University, 2009 Experience ๏ 7 years in the marketing industry with positions ranging from entry level to management Expertise ๏ Integrated marketing, branding, advertising, events, public relations, corporate communications, media buying, and sales

Saturday, September 26, 2009


This is who I am: I’m the girl who likes to make everything I’m a part of a success. I know what it takes to facilitate a project from the ground up. Whether brainstorming or implementing, contracting the service providers, managing the art department, maintaining the budget, or coordinating the last minute details, I have done it all. I have the knowledge needed to focus on every detail, from conceptualization to completion. And I love every minute of it!

Saturday, September 26, 2009


This is what I bring: Seven years ago I was in a position where I focused on branding our company and bringing its story to the public. From there I had the opportunity to create a community grassroots marketing program highlighting the educational achievements of Utah high school students. Next, I worked in media, buying and selling, and bringing large expotype events to the public. I also worked with a startup company, expanding their marketing and brand initiatives as they grew nationally. For the last year and a half I have turned my focus to my education, and the pursuit of my Master’s degree. The following is an excerpt from my portfolio.

Saturday, September 26, 2009


Ken Garff Keys to Success ŕš?

Conceptualization & Brainstorming... ŕš? Working in a team of three, I spearheaded this project. Upper management needed a program that would brand Ken Garff Automotive Group as a supportive member of the community. Keys to Success was the result of many ideas intended to bridge the gap between the corporate car dealerships and their up-andcoming target market.

Saturday, September 26, 2009


Ken Garff Keys to Success ŕš?

Creating an Identity... ŕš? At this stage in the game the number of players grew substantially. As the identity was created and the program gained its personality I was the liaison between the marketing department and the art department. I was responsible for ensuring the Keys to Success vision was conveyed through every ad, poster, flyer, website, point-of-sale display... anything printed had to be right.

Saturday, September 26, 2009


Ken Garff Keys to Success ŕš?

Spreading the Word... ŕš? To extend our reach, I partnered with local TV, radio and newspaper groups. This included purchasing and trading traditional ad space and air time. In tandem, an extensive public relations push allowed us to utilize local news programs and printed articles to highlight our endeavors.

Saturday, September 26, 2009


Ken Garff Keys to Success ŕš?

Launching the Program... ŕš? This is where my public speaking career began. As a grassroots program it was imperative I addressed the student body and administration of each participating high school. My objective was to get them on-board and excited for a program with the potential to change lives. Whether speaking to a few faculty members or a stadium filled with students I was able to get the audience geared up and motivated to participate.

Saturday, September 26, 2009


Ken Garff Keys to Success ŕš?

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

Saturday, September 26, 2009


Ken Garff Keys to Success ŕš?

And the Winner Is... ŕš? Nine months after implementation the winners were announced and I saw my concept come to fruition. The program was such a success, not only for the Ken Garff Automotive Group and its sponsors, but also for the students of Utah. It has continued and now is in its sixth year. This customizable program has incentivized students to succeed, and with the reward-based system the students, their parents and the teachers have become loyal Ken Garff Automotive Group customers.

Saturday, September 26, 2009


Ken Garff Keys to Success ŕš?

As a side note... ŕš? Because of the impact of Keys to Success, I was contracted to return to Ken Garff Automotive Group to create and launch a literacy program in elementary schools along the Wasatch Front. This sister program, known as Road to Success, is in its second year.

Saturday, September 26, 2009


Ken Garff Keys to Success "Education is a life-long pursuit and one of the greatest accomplishments an individual can achieve. It helps define who we are, what we believe and how we can serve our fellow man. Literacy and numeracy enable us to live within our society; the arts and humanities develop intrinsic qualities of civility, ethics and wisdom that encourage character growth; and the sciences improve the quality of our lives through research, understanding and implementation. It is our goal to enhance and enrich every child's educational experience." - Robert and Kathi Garff

Saturday, September 26, 2009


Safe Kids Fair ๏

The Opportunity... ๏ The Safe Kids Fair is a heritage event created by Clear Channel Radio Salt Lake. In its 9th year I joined as the Event Coordinator. The basic foundation of the event was already in place and it had a reputation and following in the community. The challenge was that attendance had dropped significantly in the past two years and if the numbers didn’t improve, the event would be dissolved.

Saturday, September 26, 2009


Safe Kids Fair ŕš?

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

Saturday, September 26, 2009


Safe Kids Fair ŕš?

Creating an Identity... ŕš? The event needed a face lift. Working with the in-house graphic designer and web team we were able to rebrand the Safe Kids Fair and appeal to a wider range of ages. We secured the domain name and created a web presence that built excitement, not only for potential patrons, but also for sponsors. As a sponsor, the improved branding model allowed for a much broader and more sophisticated presence.

Saturday, September 26, 2009


Safe Kids Fair ๏

Spreading the Word with PR... ๏ Partnering with the Safe Kids Coalition we were able to tap into their broad base of community partners and resources. They participated in distributing tickets, flyers and posters to promote the event. ๏ In addition to traditional paid advertising, I was able to secure a spot on the local Good Things Utah program where the show’s hosts highlighted the event and built excitement. The spot was such a success, the show hosts made an appearance at the event which was featured on live TV.

Saturday, September 26, 2009


Safe Kids Fair ŕš?

Spreading the Word with Radio... ŕš? As a radio group, Clear Channel was able to dedicate a significant amount of air-time to run advertisements. Copywriting was a challenge this year because we needed to not only appeal to patrons, but we also needed to put a call out for sponsors and booth participants. I met this challenge and with the assistance of the sales staff and the two expo halls were filled to capacity.

Saturday, September 26, 2009


Safe Kids Fair

Spreading the Word on Television... ๏ Partnerships with ABC4 and CW30 provided an outlet for traditional TV advertising. Once I had completed the scripts, I worked with ABC4‘s production team to produce a 15 and a 30second spot which ran for a six-week flight.

Saturday, September 26, 2009


Safe Kids Fair

ŕš?

Extending our Reach with Sponsorships... ŕš? Community sponsorships were negotiated with a variety of companies ranging from caterers and service providers to nonprofit organizations and civil service groups. The sponsorships allowed us to keep operational costs down in order to manage the budgetary constraints.

Saturday, September 26, 2009


Safe Kids Fair ŕš?

The Nuts & Bolts... ŕš? With the planning stage completed set-up began. As the event coordinator I worked with a team of over 100 vendors, volunteers, staff and contractors. Setup was a meticulous, fastpaced, couple of days requiring constant communication, intense attention to detail, flexibility, persistence, dedication, and a lot of stamina. In the end, the expo halls were transformed to Safetyville, complete with miniature roadways and signs marking the way for kids of all ages.

Saturday, September 26, 2009


Safe Kids Fair ๏

Recap & Results... ๏ The event was a resounding success. The sponsors were happy with the impressions they made on the community. The booth vendors saw success as they mingled with the public. And most importantly, the management of Clear Channel Radio was pleased with the financial outcome of the event and it has not been cancelled. ๏ For a more extensive recap, please see the 2008 event recap (appendix A).

Saturday, September 26, 2009


Safe Kids Fair

Participants in the Zero Fatalities Safe Kids Fair joined forces to increase awareness within our community to help keep our children safe. The 2-day fair provided an atmosphere which encouraged children and parents to participate in educational activities and spend time learning from the many on-site vendors and sponsors. We want to thank Zero Fatalities for all the effort and support provided that made the 2008 Zero Fatalities Safe Kids Fair a success! - Clear Channel Radio

Saturday, September 26, 2009


So, that’s a little about me. I hope to hear from you! Eiko Espiritu 801.520.4290 eiko_espiritu@hotmail.com

Saturday, September 26, 2009

Eiko Espiritu Marketing Portfolio  

A brief glimpse at a few marketing campaigns that I have had the opportunity to manage, market, brand and develop. I would love to hear fro...