EXECUTIVE SUMMARY

Erin Dunkel is an accomplished marketer with deep experience in the strategic oversight of integrated marketing communications. She has held increasingly high-level marketing roles in industries including technology (DecisionOne Corporation, Hewlett-Packard, SAP, SunGard), healthcare (Physiotherapy Associates), meeting/event planning, B2B/professional services, and non-profits. With both corporate and agency marketing experience, she understands both types of environments, as well as the needs of both customers and clients. She also managed her own marketing consulting firm for four years.

For more than 20 years, Erin has been instrumental in increasing brand awareness, improving revenues, and achieving better ROI on targeted marketing, public relations, communications, and business development activities. Erin has the ability to transform marketing/PR from a cost center to a profit center.

Qualifications

Erin’s strategic skill set includes:

- Branding initiatives
- Management of creative projects and campaigns
- Public/media relations
- Business development
- Digital communications
- Social media initiatives
- Budget planning
- Forecasting
- Market research
- Competitive analysis
- Mergers and acquisitions initiatives
- Special events
- Web site production/HTML
- Lead generation
- Internal communication programs
- Sales training and support

Contact Information

erindunkel@hotmail.com

www.linkedin.com/in/erindunkel

twitter.com/ErinDunkel

610-761-8960

Website Transformation

DecisionOne Corporation had not had a major revision to its company website in more than seven years. I was the lead on this transformation project, including: meeting with key business stakeholders; architecting the site structure; drafting new content, revising outdated content, and incorporating new messaging; adding functionality and other interactive elements; implementing a governance process; and managing both an internal and external launch of the new site.

Within the first month after launch, we realized dramatically increased website traffic, a throughput of communication from existing clients, multiple downloads of marketing materials, and better awareness of our services — from clients, prospects and our employees. The project lasted almost eight months, resulting in a dynamic, content-rich, engaging site that highlights the company’s core competencies and allows for additional build-out and interactivity as it matures.

Old website version

Transformed website

Social Media Examples

For DecisionOne, I created the initial social media properties for the company, incorporating a new brand and its associated elements, setting the style and tone for content, applying analytics and producing content on a regular basis. From a blank slate, we generated a modest amount of activity across all properties, garnering fans, followers, channel subscribers, and other engaged visitors.

Social Media Properties for DecisionOne

Public/Media Relations: Corporate

CareerBuilder approached my firm with an opportunity to participate in a cover wrap article for business executives. I directed the photo shoot for our CEO, set up and managed the live interview, edited the written and electronic content components, and communicated the final product internally to our Associates. The final product is a 4-panel cover wrap that will reach 500 C-level executive clients of CareerBuilder.

Corporate Communications

With more than 3,100 employees distributed across 34 states and working in 650 facilities, I developed a corporate monthly newsletter to communicate new marketing initiatives to the field. Named “The Clinic Leader” to target our clinician audience, each monthly newsletter contained marketing “toolbox” items, success stories, ideas for clinicians to meet their monthly business metrics and other marketing-related education. The monthly newsletter was supplemented by “Special Edition” issues when product launches occurred, gaining additional opportunities for our clinicians to market services and programs to physician referral sources and to current, past and potential patients.

Public/Media Relations: Client

I was hired by a custom-made furniture company to create publicity around their first trade show. In addition to creating the firm’s first media kit and a media outreach list, I wrote the press release announcing their participation in the NYC-based event, plus produced several pitch story ideas. FLOAT received coverage in several trade publications from the initial releases, including the New York Times, Philadelphia Inquirer, and Philadelphia magazine. The owners were also contacted by several interested buyers following the show.

PR launch for furniture client

Lead Generation Programs

I worked with SunGard Availability Services (a $1B company) to manage this campaign to IT managers and above. I created the concept of having the prospect audience tell us their daily “horror stories” of IT. I worked with SunGard’s media buying agency and ad agency to produce and execute this campaign and another set of creative with a related message to approximately 20,000 prospects. This resulted in leads for 14 deals projected at $8MM.

Email marketing campaign

Corporate Identity

Phoenix Management Services, a business consulting firm, had a variety of corporate identity pieces — but none were cohesive. I worked with outside vendors to overhaul the firm’s overall identity, including the Web site, a leave-behind folder, business cards, branding guidelines, and other outward-facing communication pieces. The sample shown is a tri-fold brochure that showcases the new palette and messaging for one of the firm’s divisions, for which I wrote all the copy and oversaw the outside design and production. Following our work together on these projects, my design vendor won a Marketer of the Year award from the Philadelphia chapter of the American Marketing Association.

Corporate tri-fold brochure

Pipeline Oversight

At Phoenix Management Services, I oversaw all aspects of the $8mm firm’s pipeline, including tracking the status of prospective clients, active clients, and latent clients. I produced a weekly update of the firm’s opportunities, created pitch decks for new business opportunities for both the consulting and investment banking business entities, wrote case studies on completed engagements, and maintained a win/loss spreadsheet for all new business activity.  I also recommended changes and additional marketing/PR activities for the firm based on how our new business was tracking. Overall, I had a 75% win ratio for proposals that were made in person. A sample of our branded presentation is shown below, which integrated with all other marketing materials for the firm.

Rebranding Effort

My consulting client wanted to familiarize its clients and prospects with a new name following a split from its parent company. I met with the company’s executive management, marketing, and sales staff to understand the focus for the piece, and to learn how to differentiate its services in a crowded IT services field. I conducted market research on the company’s competition, then wrote all the body copy for a new corporate brochure (a spread from the piece is shown below). Reaction to the new brand among the firm’s existing clients was extremely positive.

Brochure for Sengen