Nicole Cassis
INTERIM CMO | SVP COMMUNICATIONS & CONTENT
Growth & Performance Marketing
Digital & Email Marketing
I continue to explore, learn and leverage an assortment of digital tools, and over the course of my career I have became highly skilled at deploying a variety of digital strategies and tools to drive lead generation, including: email marketing, search marketing (PPC), social media marketing, content marketing, marketing automation, and lead scoring and nurturing. Through experience, I developed a deep understanding of how these tactics could link together to support high-level strategies and business objectives. Today I integrate highly-focused tactics with industry insights and target audience knowledge to create, manage and optimize marketing strategies that exceed expectations.
Florida Coastal School of Law: paid media and segmented campaigns
- Managed digital media investment of ~$15K/month (SEM, SEO, Behavior Targeting, Retargeting, Display Ads).
- Developed email campaigns for five nat’l markets (FL, GA, TX, NY, CA), Canada, and segmented audiences (military, vets). New segmented e-campaigns yielded highest open rates organization has seen (of 40 emails June-July 2017, more than half had open rates >40%; five campaigns had open rates >60%).
- Focused on planning and creating content to use for lead generation (digital ads, social ads, email content, blog/website copy, social media posts, etc.). Single-handedly created email campaigns for 5 markets nationwide (FL, GA, TX, NY, CA), plus Canada, and also segmented audiences for high achievers and military/veterans.
Arizona State University: enrollment growth through integrated marketing
Situation: Arizona State University's School of Earth and Space Exploration was founded in 2006. The school-wide five-year plan included a goal of increasing the number of undergraduate students to 400. I created a strategic marketing and communications plan to help meet this objective.
The strategy involved diverse MarCom components, including social media, traditional and digital ads, print collateral, media relations, events, email marketing, and the creation of pipeline connecting the school to local high schools. Specifics included the execution of an aggressive Facebook, Twitter, YouTube, Blog and LinkedIn social media campaign. I wrote and distributed press releases underscoring the school's value proposition and featured students and faculty success stories. Through careful copy execution and dynamic videography, we captured the excitement and expertise of the faculty and researchers. A new website and updated collateral materials further spelled out how the school is "training the next generation of explorers."
Results: The school achieved this goal, and is now stretching to even higher numbers. Between 2008-2015, the numbers increased 245.7%. Students accepted to Ivy League schools were deciding to come study with us. Additional noteworthy results included many donors stepping forward to give.
Search and enrollment acquisition at Arizona State University
To help drive qualified student prospects into our enrollment pipeline and to stand out in a competitive higher-ed marketplace, I integrated analytics, media, search, social and content marketing. Specific SEO/SEM projects focused on site optimization, local search, social integration, and more. I introduced a wider variety of student-focused search terms and drove substantial improvements in average ranking position for those terms, that have ultimately led to significant increases in visits, enrolled students, etc. coming from natural search.As a result, we increased our number of undergraduate students 246 percent over seven years.
Inbound marketing
- Inbound Marketing -- Developed thought leadership [strategy](https://www.nicolecassis.com/strategy), content strategy, podcasts, videos, e-newsletters, lead magnets (content pieces, white papers), social media posts to attract prospects, while employing SEO best practices.
Revenue growth capabilities
Revenue Growth Skills
Lead Generation and Nurturing, Multi-channel Campaigns, Account Based Marketing, Product Launches, Conversion Rate Optimization
Digital Marketing (SEM & Paid Social)
Campaign development, Adwords, Landing Pages, Geofencing, Display, Keyword Planner
Email marketing and social advertising tools
Email Marketing & Social Media
Marketo, MailChimp, A/B testing, Automation and Nurturing, Facebook, Twitter, LinkedIn, Instagram, Hootsuite, Content Calendar, Social Ads
Sales enablement and reporting
Sales Enablement & Reporting
Sales Collateral, Pitch Decks, Sales Funnel Management, Salesforce, VTiger, Tableau, Oracle, ACES, Lead Scoring
Post-event communications sample
Post-event communicEvent strategy and activation samplesations sample
Sales enablement and multi-brand sales samples
- Strategy for Sales Team to Pitch Website Product
- Multi-brand Sales Strategy - Step 1 (An example of my initial step in devising a new strategy)
Gallery
Web.com standing in our booth. I was responsible for all aspects of the IFA event.
To draw foot traffic to our booth, I arranged to have our Subject Matter Experts deliver presentations at specific times. I had these recorded and we used them later in nurturing flows.
I worked with our creative team to develop a series of shareable social media images so that our Sales team could share these on their feeds, tag prospects, etc.
Event program
I put together a two-day event at a Florida resort for our top ~50 clients and prospects that included outside speakers from Google, the CEO of Moz, and a university professor.
Wrote copy and designed this Z-fold print piece for Canadian audience.
Collaborated with departments across school to find metrics, wrote copy and designed this print piece to support admissions team at recruitment events.
Wrote copy and designed this print ad for INSIGHT into Diversity magazine.
Wrote copy and designed this ad for the printed program of a conference for college advisors.
Wrote copy and created design for this print ad for local legal trade publication.
Presentation I developed focused on our key messages to share with faculty and staff.
Presentation I developed to share at school-wide town hall to unveil brand overhaul.
Content creation and design
Content and design for a set of two retractable recruitment banners
My involvement in diversifying the student body in ASU's School of Earth and Space Exploration
My major contributions impacting enrollment at Arizona State University
Content creation
Concept, content and creation by N. Cassis
Concept, content and creation by N. Cassis
Concept, content and creation by N. Cassis
Responsible for creating storyboard (scenes, actions, dialogue), primary owner of scripting/messaging
Content creation and design. Ad for conference program booklet
Content creation and design
Sample links and related resources
- [2019 IFA Post-Event Communication Plan](https://docs.google.com/spreadsheets/d/1GStPBRxIIK9fdYPC94Znkv3oYM1b72P1GYlmwZc-Y1w/edit#gid=1701344974)
- [customer acquisition strategies](https://static.wixstatic.com/media/f9dce5_819aaa13145149b6b00e5974ca0b1342~mv2.jpg)
- [multi-platform digital campaigns](https://docs.google.com/presentation/d/1zbksgoNcg_7cHSWw04zn5GyKEfQAad29/edit#slide=id.p1)
- [2019 International Franchise Association Annual Convention Comprehensive Plan](https://docs.google.com/presentation/d/1OYqp4xvyAr-gJ5rPCEiZtRh202rVnXs0/edit#slide=id.p1)
- [2019 IFA Smartsheet Plan](https://v2.luminpdf.com/viewer/5d0d1c2234491500194ee2cc)
- [2019 IFA Creative Brief](https://docs.google.com/document/d/1fPkKpaE-V8I4qp9-PWr2RGceA4eR8UE8/edit)
- [Strategy for Sales Team to Pitch Website Product](https://docs.google.com/spreadsheets/d/1DXaJavePNdSWDzMl9SEtJ2l0VHtLrzg0/edit#gid=715582721)
- [Multi-brand Sales Strategy - Step 1](https://docs.google.com/document/d/1TRpsLfGtHyjc6M3z1OpNPtYwoyGDPbCC/edit)
- [Proposal Template](https://docs.google.com/presentation/d/15QjqrGJ-0OIckx9pFIiMcCk9IRvqjMd-/edit#slide=id.p9)