A little about me: I have spent about 25 years in communications. I owned an agency in Des Moines, Iowa where I wrote and edited for clients such as DuPont, Wal Mart, Kodak, Northwest Airlines, Better Homes and Gardens, Easter Seals, Norwest Mortgage (now Wells Fargo), and dozens of other companies and non-profits.
As Director of Creative for the Internet at Coldwater Creek, I wrote and managed copy for the Web site (SEO driven) which included product descriptions, About Us, Human Resources and all the nitty gritty legal details around shipping and offers. I developed copy and subject lines for e-mails, wrote copy for the efforts around the Susan G. Komen sponsorship, wrote and edited DVD scripts, and created presentation and media materials for the annual and shareholder meetings. I kept the brand voice consistent across the three retail channels.
A journalist by training, I am downright persnickety about details. A creative by chance, I thrive on creating engaging, fun copy.
A few years ago, I followed a lifelong dream of writing and producing a CD of all original songs. Much of my time is now spent crafting lyrics, continuing to learn about music theory and development, collaborating on song creation and performing. This summer I went to fiddle camp for a week, and I am now the proud owner of a violin. I’ve noticed how the family clears out when I start practicing … even the cat hightails it outdoors!
At Soul Appeal Records I have jumped into the realm of Social Media – learning how to best write for blogs and social networks, take advantage of the “pass it along” mentality, and understand the tools used to measure effectiveness (which in and of themselves serve up a sort of coolness factor that is coveted). I work almost obsessively to keep up with this ever evolving medium.
If you read my LinkedIn recommendations, http://linkedin.com/dawnyaclarine you’ll learn that team always comes first, that I’m enthusiastically ready for the next challenge, and that I cheerfully find solutions even under the tightest of deadlines.
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Soul Appeal Music - Social Media/Songwriter/Singer 9/2005 – present
During the last several years I have pursued a lifelong passion – I wrote and produced my first CD of all original tunes. I have placed songs with indie movies, a documentary, on a fundraising CD with Pete Seger, and with life coaches who conduct seminars. I have performed live in dozens of venues from hippy hangouts to upscale wineries, fundraisers to freebies. If you’d like to hear: www.dawnyaclarine.bandcamp.com
To gain a successful following as an artist and songwriter, I dove into Social Media and have learned the ins and outs of this ever evolving communications medium. I actively research opportunities with FB, blogging, Twitter, LI, MySpace and more. I write constantly and contribute stories, marketing copy, lyrics, and ad copy via Social Media and Traditional Web most every day.
Gander Mountain – Freelance Project Manager 11/2006 – 10/2007
Managed the internal and external teams to create the Gander Mountain e-commerce site. Hired and managed developers, photographers, and writers. Brought together the project teams and internal teams – accounting, IM, sales, marketing – to ensure appropriate involvement and communication during development. Developed the Gander Mountain “voice” and integrated and enhanced the company Brand. Wrote merchandise descriptions for a range of products including technical and sports apparel, active wear, camping equipment, firearms, canoes, boats, and even ice-fishing houses. Managed the budget and timeline.
Coldwater Creek – Web Creative Director 1/2004 – 8/2005
Coldwater Creek is an apparel company that appeals to women 30 – 60 years old. I directed a team of writers, graphic designers, Dev and QA. Together we were responsible for generating $65 million in sales annually via the Internet. To reach or exceed these goals, we sent 3 to 7
e-mails weekly, used personalization and customization, developed strategic messages and promotions, developed a loyalty program, launched a Coldwater Creek credit card, incorporated our work with the Susan G. Komen Foundation, and promoted new store openings.
Worked collaboratively with Retail and Catalog to ensure brand integrity and voice consistency. Developed a new, “younger” voice for the Spirit line which appeals to the lower age range of the demographic.
Met daily with the creative team to ensure cohesive direction of design and copy.
Managed the development and launch of the online catalog.
Managed production calendar and pinups – coordinated with catalog and retail.
I am proud of a strategy I developed that helped generate an additional $3 – 5 million in sales during each of our 50% OFF campaigns. In a nutshell, we were previously sending 3 e-mails during each campaign. I determined that we could send 5 e-mails during each campaign and that even with the slight increase in opt out rate and cannibalization, the improved sales would more than make up for those losses. It did! Sales nearly doubled using this strategy.
Pioneer (a DuPont Company) – Employee Communications Director 11/2000 – 8/2002
Pioneer is an agriculture company with 5,000 employees around the globe. When Pioneer was acquired by DuPont, I managed the internal communications. Over a two year period I introduced new officers, benefit changes, vision and strategies, and many other highly sensitive communications that addressed company changes to employees around the world with diverse needs and questions.
Wrote communications to employees from President and VPs of Pioneer and the President of DuPont.
Developed communications for Community Involvement – intranet, print and DVDs.
Worked in tandem with PR manager to deliver messages to shareholders and the media.
Worked with country and regional managers to develop a worldwide communications plan. Worked with groups in Asia, Latin America, Canada, US, Africa and Europe, which meant developing communications that were sensitive to a variety of cultures, languages and working within international time differences.
Designed and developed signature intranet communications – newsletters, corporate giving, etc.
Created and managed employee events including 75th Anniversary and “U2 in 02, Living the Vision.”
Developed programs that brought together employees from around the world, gaining their understanding and support of one vision and three strategies.
Managed a department of 4 employees and the budget.
Studio P2 – Managing Partner 7/1994 – 6/2001
As founder and managing partner of Studio P2, I hired and led creative teams of writers, designers, photographers, stylists, videographers, audio engineers and more.
Clients included Wells Fargo, Meredith Corporation (Better Homes and Gardens), WalMart, Kodak, DuPont, Northwest Airlines and dozens of regional and local organizations.
Creative services included copy and script writing, copy editing, scriptwriting, video/film production, directing, and Web site planning and creative.
Managed product launches including copy writing, design, collateral materials, public relations, video production, and Web site development.
Developed annual budget and goals.
Generated new clients, maintained relationships, and provided estimates and timelines.
Recruited, hired and managed employees.
The Easter Seal Society of Iowa, Inc. – Director of Development 9/1991 – 7/1994
Acquisition of state and national corporate sponsors.
Responsible for corporate and foundation giving including proposal and grant writing.
Oversaw direct mail program.
Recruited corporate leaders to spearhead fund-raising efforts within their organizations and to serve as board members.
Increased gross profit margin 255 percent in the 1991-92 fiscal year. The 1992-93 budget was met in the first quarter with a 250 percent increase for the year.
Implemented strategic plans for fundraising and public image campaigns.
Created, conceptualized and promoted new events.
Developed comprehensive media packets for events and promotions.
Developed statewide promotional campaigns including radio, television and print advertisements.
Managed department of five employees.
Provided leadership within the department, throughout the organization, and in the community.
Developed and manage comprehensive budget, working with staff to obtain fiscal goals and obligations.
Handled media relations including press releases, television and radio interviews, and acting as spokesperson for the Society at each event.
Ruan Grand Prix – Promotions & Public Relations Director 5/1989 – 8/1991
Acted as spokesperson for the event, handling television and radio interviews and programs.
Designed and managed the media center, hosting more than 500 media representatives during the Grand Prix.
Wrote “Fast Facts” for ESPN segues.
Maintained thorough knowledge of the Grand Prix to effectively communicate large quantities of information to the media.
Wrote promotional video, infomercials and vignettes for CNN and local media.
Recruited and directed more than 500 volunteers.
Wrote and distributed media kits to more than 2000 media representatives internationally.
Planned and promoted more than 20 ancillary events prior to the Grand Prix.
Int’l Multi-Media Promotions – Marketing & Publicity Director 12/1986 – 3/1989
Created and planned special events.
Organized national autograph and publicity tours for authors, inventors and musicians.
Booked client interviews on Good Morning America and the David Letterman Show.
Wrote articles which received placement in People, Inc., Business Week and The Kiplinger Washington Letter.
Negotiated local sponsorships and promotions for national concert tours.
Wrote and designed media kits.
Education
BYU – Rexburg, Idaho
Bachelor of Fine Arts – Journalism
Bachelor of Fine Arts – Broadcast Communications
