Strategy
I believe that all facets of communications and marketing should be strategic–from a Tweet to the CEO’s talking points. Each element should serve as a way to meet overall brand goals.
At every organization, I begin with a comprehensive strategic plan, transforming fragmented communications into cohesive campaigns that produce real results.
Public & Media Relations
A seasoned PR professional, I am one of fewer-than 100 people in Colorado and 5,000 worldwide to have earned my Accreditation in Public Relations (APR) from the Public Relations Society of America.
With local and national media relationships, I am able to effectively pitch and place stories on a wide array of topics.
Issues & Crisis Management
The best issues and crisis management is a proactive plan. The reality is, you never know if and when something could happen, but a company must be prepared to effectively handle issues and crisis in order to retain a loyal fanbase.
In my current role with the Beef. It’s What’s For Dinner. brand, I’ve led exhaustive, proactive crisis and issues planning and management, including monitoring; developing response plans for meat alternatives; Foot and Mouth Disease and activists; and leading more than 40 nationwide trainings.
Reputation Management
Reputation management is critical for the sustainability of a brand. I work to ensure it is complementary to issues and crisis management, creating a robust, surround-sound approach to protecting a company.
My reputation management work for the Beef. It’s What’s For Dinner. brand has received numerous awards, including a national 2022 Silver Anvil finalist; 2019 & 2021 PRSA Colorado Gold Pick Awards; 2021, 2022 & 2023 National Agri-Marketing Association awards; and more.
Writing/Editing
With a journalistic background and an eye for rogue commas, I delight in writing and editing.
This includes writing web content to boost SEO; media pitches; talking points; ghostwriting; annual reports; content marketing; social media; collateral; print, digital and radio advertisements; and editing.
Evaluation & Budgeting
Communications should be creative, but also measurable and results-driven.
That’s why in every role, I’ve initiated evaluation processes to ensure we meet our goals and do so under budget—the outcomes of which are reported to leaders quarterly.
Websites/SEO
While I did build this site, let’s be honest, it’s pretty simple. But I’ve also led the redesign and redevelopment of numerous sites, overseeing developers/designers, and even updating pieces myself (learning html in some cases!)
For example, I led AIA Colorado’s website refresh and increased SEO from previously being unsearchable to Google’s first page for 10+ keywords. As a result, we received a 2019 PRSA Gold Pick Award.
Social Media
I emphasize strategy and storytelling through social media, ensuring that each post reflects the brand’s character and values, and utilizing each channel in a different and complementary way.
In fact, I have spoken on the combination of strategic social media and authenticity at numerous conferences.
Branding
A brand is more than simply a logo–a mantra I’ve repeated through numerous corporate branding initiatives.
I walk companies through comprehensive branding exercises to develop messaging, mission, vision, values and a visual identity that encompass what you’re about and what customers are looking for.
Marisa Pooley 