DiAnne Walsh's Page

Title:

Circulation Marketing Pro

Media Type:

Publishing, eMedia, Newspaper, Service Provider

Media Realm:

Consumer Media, Business Media, Associations, City & Regional, Niche/Enthusiast

Home Region:

Mid West

Past Companies & Brands

Alpinist, Law Bulletin Publishing Co, Crain Communications, Draftworldwide

I'm Looking For:

Networking, Jobs, Inspiration

Professional Background: (Resume)

Self motivated, forward thinking and proven leader in the areas of direct, interactive, integrated, ecommerce and event marketing with client and agency experience in publishing, non-profit, business to business and business to consumer. Excellent business development, management, problem solving and mentoring skills. Experienced in developing and producing new business acquisition and retention programs in direct, e_ marketing and print that achieve results.

EMPLOYMENT HISTORY:
Alpinist LLC - An adventure media company April 2008 - October 2008
Marketing/Circulation Director
 Increased distribution of magazine to retail stores in the U.S. and Canada by 20%. Achieving increased revenues.
 Increased circulation by 7% in one issue
 Worked with associations and web sites in the climbing communities in the U.S., Canada and abroad to establish mutual beneficial partnerships
resulting in increased exposure and revenues for the magazine, film festival and web site
 Successfully marketed the Alpinist Film Festival tour in Boulder and Salt Lake City, the Silver Screen Sessions (the film festival to university climbing clubs, climbing gyms. and retail stores)
 Set-up distribution in U.S., Canada and the UK, and developed marketing plan for new book that was to go on sale November 1, 2008. Pre-sold one half of total print run.
 Revised renewal series by rewarding subscribers who renewed online at alpinist.com thereby increasing impressions and revenue for advertising sales.
 Developed pricing for 2009 media kits: Magazine, Website and Film Fest to increase revenues
 Working with our designer produced a series of collateral materials for climbing events to increase our visibility

Law Bulletin Publishing Company June 2002 – March 2008
Marketing/Circulation Director
 Responsible for marketing eleven publications in print and online. Increased circulation on all titles by 10% and retention by 15%
 Created centralized circulation department for company with four direct reports with full P&L responsibility
 Launched The Chicago Daily Law Bulletin newspaper online from our company web site
o Responsible for developing business guidelines for web subscribers into our customer database
o Directed the marketing of the new product. Developed and executed successful direct and integrated marketing plan
o Response was over 8% for all efforts
o Developed email renewal campaign to convert free trials to paid subscribers, result 1.5% response
o Created survey campaign to non-responders. Resulting in increased revenues.
o Developed telemarketing campaign
o Continued to increase circulation with email campaigns and retention campaigns
 Created usable web site for clients, editors and sales staff for the real estate division. This website was responsible for increasing attendance at nationwide conferences by 50%
 Completed documentation of work flow process for all company products (newspapers, magazines, books and all online products as well as the business office as part of RFP process to obtain a more functional circulation system
 Spearheaded and completed conversion process to customer centric database encompassing 126 products, 100,000 customers, and four separate database platforms including our remote office in Minnesota. Responsibility for ongoing training and troubleshooting with all departments.

CPRi –Consulting Firm November 2000 – February 2001
CRM Manager
 Responsible for developing new product offering for CRM, including the methodology for Fortune 1000 companies. Assed a company’s readiness for CRM, using our ERM (marketing automation software)
DiAnne Walsh page two
 Worked with Perot Systems of Dallas, as part of a team of three consultants, Marketing, Functional, and IT. I was the marketing consultant. Worked with sales team to present this product.
DraftWorldwide Agency- now DraftFCB November 1999 – September 2000
Account Director - United States Postal Service
 Responsible for direct marketing campaigns for targeted industry segmentation
 Billings were over $2,000,000
 Managed and supervised a staff of six direct reports
 Directed the research, writing, and production of a 200 page book for the catalog and e-tailing industry covering the areas of acquisition, retention, fulfillment, and e-commerce, and developed a sales training program for this book, working with the USPS sales force
 Launched USPS eBillPay. This launch involved direct mail, e-mail, and banner advertising. All marketing forts exceeded goals by 10%.
 Served on strategic planning team that developed all e-commerce products for USPS
Paladin Marketing Staffing
Marketing Consultant October 1998 – June 1999
 Bellcore
o Responsible for list procurement, strategy and merge/purge of 500,000-piece direct mail to increase seminar attendance in the telecommunications industry. Increased by 5%.
o Developed a client system database with an electronic web based interface system with strategic partner McDirect that increased address capture by 100%
o Created a retention program for past and current seminar attendees using improved call tracking system and improved seminar pre and post information packages

Metro Marketing, Inc. a division of MSGI July 1993 – July 1998
Account Director
 Responsible for 55 accounts; business journals across the U.S. and city and regional magazines, with a sales volume of $900K In first year, sales increased from $250K to $550K and accounted for 10% of the
company’s revenue. In five years, sales went $250K to $900K.
 Oversaw all direct marketing efforts, analyzed client’s databases in order to understand their current customers. Managed and recommended campaign strategies, budgets, list procurement, merge/purge, and response analysis. Response rates increased from 3% to 5%.
AWARDS:
 Winner of a Tempo Award from Chicago Association of Direct Marketing, and a Folio Magazine Circulation Award. Both of these awards were for a launch direct marketing package.
ADDITIONAL ACCOMPLISHMENTS:
 Guest Speaker at conferences on new business acquisition through direct mail, and retention of current customers, Folio, Local Direct Marketing Clubs across the country, American Association of Business Publications and City and Regional Magazine Association
 Past Trustee of Direct Marketing Educational Foundation Board for Chicago Association of Direct Marketing. Chairman of yearly college symposium
 Member of Education Committee for Chicago Association of Direct Marketing
 Adjunct professor at Roosevelt University, teaching direct marketing in the Integrated Marketing Communications Masters’ program
EDUCATION:
 Northern Illinois University
 Dale Carnegie: Effective Speaking; Human Relations and Leadership
 Various publishing, integrated and interactive marketing courses
 DCI Customer Relations Management Certification

Personal Interests

Reading, Swimming, Movies, Biking, Having Fun, Opera, Theater

Education:

Some College

Other Web Profile or Personal Web Site

http://LinkedIn

My LinkedIn

Relationship Status:

Married