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BACHELOR OF ARTS: BUSINESS MARKETING

KRISTINA LANKOW ////////////////////////////////////////////////////////////////////////////////////////////////////////

Portfolio & Related Experience Materials

12/6/2014

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PORTFOLIO CONTENTS

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KRISTINA LANKOW ..................................................................................................................................................................... 2

PROFILE ................................................................................................................................................................................... 2

EDUCATION ............................................................................................................................................................................ 2

WORK EXPERIENCE ................................................................................................................................................................ 2

FREELANCE ............................................................................................................................................................................. 2

RELATED TRAINING ................................................................................................................................................................ 2

AGENCY RELATIONS .............................................................................................................................................................. 2

PRINT MATERIALS ........................................................................................................................................................................ 3

WEBSITE CONTENT STRATEGY ................................................................................................................................................. 13

WEBSITE DESIGN ....................................................................................................................................................................... 17

ANALYTICS & REPORTING ....................................................................................................................................................... 21

SOCIAL MEDIA CAMPAIGN ................................................................................................................................................... 22

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KRISTINA LANKOW 1000 7TH Avenue South, Brookings, SD 57006

PHONE: 701.640.8251 // EMAIL: kblankow@gmail.com

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PROFILE Creative and self-motivated; values positivity, collaboration, and fresh ideas

Effective communicator and project manager; on-target timelines and detail-oriented

EDUCATION CONCORDIA COLLEGE Moorhead, MN

Business Marketing, B.A. Summa cum Laude

Economics & English Writing minors

WORK SOUTH DAKOTA STATE UNIVERSITY – INTERNATIONAL AFFAIRS & OUTREACH Brookings, SD

EXPERIENCE Marketing & Communications Coordinator March 2013-Present

Coordinate the SD State Online marketing campaign; prepare strategic plans and

overall messaging, provide feedback for creative direction, identify target

audiences, place effective advertisements, and review performance analytics

Manage multiple social media accounts; develop content during peak events,

utilize tagging to gain exposure on trending topics, and evaluate engagement

Design both print and web-based promotional materials including brochures, flyers,

direct mail, invitations, posters, and graphics; write and distribute news releases

Solicit content and testimonials for publication

Maintain brand integrity and positioning throughout all materials; order on-brand

promotional items, producing under budget

DAKTRONICS – COMMERCIAL MARKETING Brookings, SD

Web Content Strategist & Developer Sept. 2011-Feb. 2013

Led the redesign of Daktronics.com; created content, selected imagery, designed

layout, and launched updated homepage; overhauled and launched subsequent

web pages including top-level landing pages and company section

Managed an 18-month, integrated print and web marketing campaign for the

billboard product line; identified market trends; met with stakeholders; developed

print and web materials to engage potential customers and generate sales

Co-managed a social media campaign, viewed by over 2,500 contacts; planned

objectives, wrote and edited posts and email copy, and developed direct mailers

DOOSAN INFRACORE – BOBCAT COMPANY West Fargo, ND

Marketing Co-op Nov. 2010-Aug. 2011

Wrote, edited, and published content for over 90 web pages on Bobcat.com;

designed and coded effective web page structure to increase website traffic

Maintained multiple email campaigns; edited technical content and images for

accuracy, reader connection, and alignment with campaign messages

Coordinated sales forecasting program and generated competitive research and

analysis reports; presented at monthly sales and marketing meetings

FREELANCE www.facebook.com/KRISTINALANKOWPHOTOGRAPHY June 2013-Present

RELATED CRM: SalesForce®; Email: ExactTarget®, MailChimp®; Web: Google Analytics, HTML

TRAINING Adobe® Creative Suite: Photoshop, InDesign, Dreamweaver, Lightroom, Acrobat

AGENCY The Image Group (Holland, MI); Blend Interactive (Sioux Falls, SD); Sundog (Fargo, ND)

RELATIONS Two Rivers Marketing (Des Moines, IA); Flint Communications (Fargo)

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PRINT MATERIALS

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The following materials are a sampling of print pieces that I have designed.

TOOLS

InDesign; Photoshop; Lightroom; Illustrator; Basecamp; Dropbox; Nikon D7000

CONTINUING & DISTANCE EDUCATION // PRINT MAGAZINE ADVERTISEMENT

FINISHED SIZE: 7.5” x 4.75” (i.e. half-page spread)

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STUDY ABROAD // GENERAL BROCHURE

LAYOUT: 4 panels; outside panels fold in and then the whole piece folds in half

FINISHED FOLDED SIZE: 6” x 8.5”

INSIDE SPREAD

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ENGLISH LANGUAGE & CULTURE INSTITUTE // GENERAL BROCHURE

LAYOUT: 3 panels; outside panel folds in and then the whole piece folds in half

FINISHED FOLDED SIZE: 7” x 9”

TO VIEW THE E-VERSION >> http://pubstorage.sdstate.edu/Epub/elcibrochure2014/index.html

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CONTINUING & DISTANCE EDUCATION // PROGRAM SPECIFIC FLYER (1 OF 20+ CREATED)

LAYOUT: 2 panels; front and back

FINISHED SIZE: 8.5” x 11”

FRONT

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CONTINUING & DISTANCE EDUCATION // PROGRAM SPECIFIC FLYER (1 OF 20+ CREATED)

LAYOUT: 2 panels; front and back

FINISHED SIZE: 8.5” x 11”

BACK

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INTERNATIONAL AFFAIRS // EVENT BOOKLET

LAYOUT: 8 panels; front and back; horizontal flip-book; stapled

FINISHED SIZE: 5.5” x 3.5”

FRONT COVER

BACK COVER

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INTERNATIONAL AFFAIRS // EVENT BOOKLET

LAYOUT: 8 panels; front and back; horizontal flip-book; stapled

FINISHED SIZE: 5.5” x 3.5”

INSIDE SPREAD – PAGES 1 & 2

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INTERNATIONAL AFFAIRS // EVENT BOOKLET

LAYOUT: 8 panels; front and back; horizontal flip-book; stapled

FINISHED SIZE: 5.5” x 3.5”

INSIDE SPREAD – PAGES 3 & 4

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INTERNATIONAL AFFAIRS // EVENT BOOKLET

LAYOUT: 8 panels; front and back; horizontal flip-book; stapled

FINISHED SIZE: 5.5” x 3.5”

INSIDE SPREAD – PAGES 5 & 6

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CONTINUING & DISTANCE EDUCATION // SUMMER AT STATE POSTER

FINISHED SIZE: 11” x 17”

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WEBSITE CONTENT STRATEGY

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DELIVERABLES

To deliver web content that supports key business objectives while also targeting user needs

To make strategic recommendations for developing content that builds brand loyalty

To create a successful website maintenance plan for current and future online efforts

TOOLS

CMS (Content Management System); Snagit; Microsoft Word, Excel, and PowerPoint

OVERVIEW

To develop, implement, and oversee a comprehensive strategic plan to support and enhance

online efforts, specifically for STUDY ABROAD. My research process included evaluating website

strategy literature and methodologies, resulting in a hybrid content strategy plan. (See excerpts

from this plan on the following pages.) I conducted meetings with stakeholders to discuss key

market trends and to prioritize online audiences, which was cross-referenced and confirmed

with student survey data. I created detailed competitor reports, focusing on each competitor’s

use of online tools, content and formatting, photographs and videos, and site navigation.

STRATEGIC OUTCOME

After full execution, the STUDY ABROAD website content strategy will establish more meaningful

connections with audiences, educate students and parents about study abroad, and

communicate the intrinsic value of the brand. Content workers have guidelines in place to

develop and publish content within a specific timeframe and budget. Established performance

metrics will be used to monitor the success of the website. The approved maintenance plan

ensures periodic website updates and content review.

RELATED MATERIALS

To view excerpts from the STUDY ABROAD Website Content Strategy and Management

Document, please continue on the following pages.

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WEBSITE DESIGN

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DELIVERABLES

To ensure website content is fresh and current

To incorporate photographs and videos as necessary to visually enhance messages

To develop web page designs that are on-trend with best practices while maintaining solid

brand identity

TOOLS

HTML Coding; CMS (Content Management System); Adobe® Photoshop

OVERVIEW

To design visually-stimulating layouts for company web pages. Update and re-design the

homepage, company web section, top-level landing pages as well as the commercial and

advertising market pages in order to drive more user interactions and conversions.

My research process included developing key analytics reports demonstrating user interactions,

visitor navigation and traffic flow, and responses to the highest ranked call-to-action. I met with

stakeholders to discuss the reports and to determine a renewed vision and purpose for the

product and application landing pages.

For the re-design process, I developed web page mockups with on-trend layout enhancements.

I wrote fresh copy and created updated graphics to visually enhance the overall message.

Performance metrics were developed to track conversions.

STRATEGIC OUTCOME

The new design, copy, and graphics were launched and utilized to develop the rest of the

redesign for Daktronics.com.

EXTERNAL LINKS & RELATED MATERIALS

To view example web page designs, please continue on the following pages or view the

web links.

Homepage >> http://www.daktronics.com/

Commercial Market >> http://www.daktronics.com/en-us/markets/commercial

Billboard Advertising >> http://www.daktronics.com/en-us/markets/billboard-advertising

Creative Services >> http://www.daktronics.com/en-us/services/creative-services/commercial

Company Section >> http://www.daktronics.com/en-us/about-us

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HOMEPAGE // http://www.daktronics.com/

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COMMERCIAL MARKET // http://www.daktronics.com/en-us/markets/commercial

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BILLBOARD ADVERTISING // http://www.daktronics.com/en-us/markets/billboard-advertising

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ANALYTICS & REPORTING

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DELIVERABLES

To periodically evaluate website performance

To generate analytics reports demonstrating key trends and areas of improvement

To use findings to effectively update website content and create more meaningful user

interactions

TOOLS

Google Analytics; Survey Monkey; Microsoft Excel and PowerPoint

OVERVIEW

To utilize online analytics tools to analyze how web pages are performing, how users are

navigating, and if users are converting through the desired call-to-action. Analytics prove

whether or not key business objectives are being met and are vital for generating effective

improvement recommendations. Customer surveys and website feedback forums also reveal

areas of improvement.

STRATEGIC OUTCOME

Using analytics and customer survey data, I can generate reports that demonstrate current

status and make recommendations for strategic improvement. Some measures are quick and

easy updates while others build into larger-scale website changes. Overall, analytics and

reporting demonstrate website performance, allowing stakeholder to assign economic value to

website improvements in the form of user interaction and conversions.

RELATED MATERIALS

Types of reports I am capable of generating include:

SEO & Keyword Ranking

Impressions to Conversions

Cost per Conversion

Click & Response Rates

Bounce Rates

Page Views & Ranking

Traffic Sources

Navigation & Visitor Flow

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SOCIAL MEDIA CAMPAIGN

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DELIVERABLES

To generate interest in Hobo Day week events

To connect with different audiences using fun tone and on-trend platforms

TOOLS

Photoshop; iPhone 4S; Facebook; Twitter; Instagram; Pages App; PowerPoint

OVERVIEW

To create and launch an integrated campaign to drive social media exposure. The #HoboDay

campaign showcased people and the SDSU campus during the Hobo Day week events.

As campaign manager, planning included developing timelines for Facebook posts, tweets,

and Instagram posts. I attended Hobo Day week events to capture photos of activities,

interacting with attendees and gaining permissions to post participant photos. Posts were

published to Facebook, Twitter, and Instagram along with snappy captions. Content was

adjusted to meet the unique style of each channel. Once the campaign ended, I created

performance dashboards and presented to the Director of University Marketing &

Communications.

STRATEGIC OUTCOME

The campaign caught the interest of several local community and campus organizations which

shared photo posts with their audiences, greatly increasing overall exposure and total reach.

Overall, the campaign succeeded in increasing social media engagement.

EXTERNAL LINKS & RELATED MATERIALS

To view the performance dashboards, please continue on the following pages.

ADDITIONAL CHANNELS

Current social media channels I manage include:

CONTINUING & DISTANCE EDUCATION

>> www.facebook.com/SDSUContinuingEd

>> www.twitter.com/SDSUDistanceEd

STUDY ABROAD

>> www.instagram.com/SDStateAbroad

>> www.pinterest.com/SDStateAbroad

>> www.facebook.com/SDStateAbroad

INTERNATIONAL

>> www.facebook.com/SDSUInternational

>> www.twitter.com/SDSUin_national

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