M.S., Integrated Marketing Communications
2008 – 2010
Integrated Marketing Communications (IMC) is a consumer-centric, data-driven method of communicating with customers. IMC—the management of all organized communications to build positive relationships with customers and other stakeholders—stresses marketing to the individual by understanding needs, motivations, attitudes and behaviors.
Activities and Societies: IMC Advisory Council member, 2008-2010
B.A., Art Studio
1996 – 2000
Activities and Societies: Community Action Council of Tulane University Students, Club Volleyball, Honors Program
Social Network Analysis by University of Michigan, Coursera, 2014
Algorithms: Design and Analysis, Part I, Stanford University, Coursera, 2013
Design: Creation of Artifacts in Society, University of Pennsylvania, Coursera, 2013
Social Psychology, Northwestern University summer session, 2008
Creative Director at ThinkCERCA (contract), 2015–Present
ThinkCERCA is an ed tech start-up designed to empower teachers to personalize literacy instruction across disciplines. As ThinkCERCA's first Creative Director, I bring advertising savvy and cohesion to our brand expressions and visual identity across all channels and drive paid media strategy and execution.
At mStoner, I led our creative practice, managing client-facing creative strategy and the creation of beautifully usable websites and print materials for institutions of higher education. I was also mStoner's user experience lead and oversaw projects from strategy, through testing, design, and HTML. I was a key member of the business development team, and regularly spoke at conferences and other events about the creative process, visual storytelling, and best practices in social media.
Harvard Graduate School of Education, Brown University, Georgia Tech, Rush University, UNCSA, College of Lake County, Paul Smith's College, Fordham University, University of Rochester, Loyola Marymount University, Tufts University, Heartland Community College, Fashion Institute of Technology, SUNY system, Northwestern University Qatar, and Gettysburg College.
Tribeca Flashpoint Media Arts Academy
Instructor, 2013 – Present
As an instructor for the Digital Professional Institute at TFA, I teach students to implement proven techniques for connecting with and meaningfully engaging online communities across a variety of social media platforms, including strategy and legal considerations, technical implementation, and ROI measurement. DPI trains starters, working professionals, agencies, and companies on the most relevant digital skills of the 21st century.
Digital Consultant, 2012 – 2013
At the MacArthur Foundation, I complemented the organization's internal digital talent. I managed software evaluation and development projects, provided ongoing web analytics optimization recommendations, and contributed other digital thinking, as needed.
Obama for America
Senior Advertising Strategist, 2012
I helped build digital advertising strategies for the most effective, creative, and innovative digital campaign in the history of politics. From our Chicago headquarters, I managed three senior designers in the conceptualization, development and design of all of list-building and persuasion ad units, including multiple rounds of testing and data-driven optimizations.
Working closely with our advertising analysts, I interpreted and summarized creative performance reports using Tableau. Based on data insights and careful examination of KPIs, I assigned optimizations and made recommendations for future approaches to improve persuasion messaging performance. I also identified and communicated relevant insights to other departments, including campaign leadership.
As a member of the web optimization team, we continually and significantly enhanced the usability and performance of OFA’s responsive web properties, leading to innovative UI improvements to our form interfaces and millions more dollars raised.
Director of Digital Strategy, 2011 – 2012
Lipman Hearne is the nation’s leading marketing and communications firm serving the nonprofit sector. As the Director of Digital Strategy I led LHI's multifaceted interactive practice, forged forward-thinking digital strategies, identified new business opportunities, and designed effective social media solutions.
Areas of client-facing consulting expertise:
Brown University, University of Michigan, ELCA, Robert Woods Johnson Foundation, Chicago Community Trust, University of Chicago Booth School of Business, University of Miami, Whitman College, Southern Illinois University, University of Texas Arlington, Young Harris College and WIlliam Paterson University.
TCS Education System
Director of Interactive Marketing, 2008 – 2011
As a part of an agency-style education management organization, I developed innovative direct response marketing strategies that resulted in a 134% increase in our number of inquiries year over year. In support of this goal, the four-person team I led:
The Chicago School of Professional Psychology, Santa Barbara Graduate Institute, Pacific Oaks College, Pacific Oaks Children's School (The Oaks), Garfield Park Preparatory Academy
Columbia College Chicago
Online Communication Specialist, 2004 – 2008
Web Designer, 2000 – 2008
Self-employed freelance web designer and developer
Art Director, 2004 – 2006
Freelance Production Designer, 2002 – 2004
Media Specialist, Public Relations, 2001 – 2002
“#Fordham4Me allowed us to do something completely new in a space we weren’t established in yet,” said Donna Lehmann, Fordham’s director of online communications. “We weren’t even on Tumblr before this campaign. And while we had a specific purpose and audience, it wasn’t just about the number of posts, but how people engaged with these posts.”
“Using social media for pure marketing reasons was a new idea to us. Most of our activity on social has been news focused; not for students choosing Fordham.”
In the end, the campaign achieved its objectives with strong results. It generated email open rates at 58 percent with a click-through rate of 3.2 percent. More than 900 people visited Fordham’s new Tumblr, netting more than 70 new followers among its target audience. Instagram featured nearly 300 posts with #Fordham4Me, garnering around 6,500 likes.
33 families have already contributed: Help today.
— Web Communications Manager, FIT
Tribeca Flashpoint Media Arts Academy, Digital Professional Institute
The Social Media Specialist course trains participants in utilizing proven best practice methodologies and technologies to build and foster a community of customers using popular social media platforms.
Once considered “non-traditional” media, the social realm has quickly become a central component of everyday life – and, as a result, the demand for expertise in managing social communities within organizations large and small has exploded.
The Social Media Marketing Specialist course covers both the strategy and the tactics required to leverage popular social media channels and create compelling and engaging content.
Instructor, Digital Marketing Specialist Training Course, 2014-present
The Digital Marketing Specialist course equips participants with the tools and techniques they need to plan, improve, or execute Digital Marketing campaigns for companies, organizations, or even individuals.
The Digital Marketing Specialist course has been specially designed for the ‘doer’. You will learn to leverage a range of strategies and tools to engage customers and generate leads, including: Pay Per Click Marketing (PPC), Display Advertising, Search Engine Optimization (SEO), Social Media Marketing, Email Marketing, and Mobile Marketing.
In addition to deep tactical training, you will also use real world businesses (either your own or one you choose) to design an effective and executable Digital Marketing strategy.
Lead Generation and Sales in the Digital World
Learn about the digital sales funnel and its strategic role for your business. You’ll learn how to identify the different components of the digital marketing ecosystem so that you can engage your existing customers and continue to bring in new clients. This workshop is perfect for small business owners and entrepreneurs looking to strengthen their digital strategy, promote their business across new mediums, or just develop a better understanding of lead generation in the new technological age.
Making the Most of Email Marketing
Despite being one of the oldest forms of online communication, email is still the leading way to directly interact with your customer base and audience. Having a proper grasp of email marketing allows you to customize messages and develop specific content based on your customer’s needs, which can help to draw in more business and keep audiences engaged and informed.
Masterclass: Visual Storytelling for Social Media
We all know that a picture is worth a thousand words, but there’s a huge difference between a photo that looks nice and one that will effectively engage your audience and bring them back for more. Even with minimal resources, you can create visuals for your business that tell a story, allowing you to communicate your message across various mediums and channels. Sarah Eva Monroe, Senior Creative Director at mStoner Inc, will show you how to apply best practices for using visuals on social media and explain how to develop unique tactics to leverage photos and video across your campaigns.
Presented at Social Media Week Chicago.
From Guesswork to Gestalt: Designing for the Brain
You don’t need to know your way around PhotoShop to benefit from this webinar. In From Guesswork to Gestalt: Designing for the Brain, mStoner’s Senior Creative Director will discuss how knowledge of theories of visual perception will optimize your design eye. You’ll learn about concepts like similarity, continuation, closure, proximity, figure/ground relationships, and symmetry. Knowing how these principles contribute to a successful design will help you both create better design work and give more helpful feedback.
Two Ears & One Mouth: Talking #SocialListening
May 15, 2014
Social listening best practices and tools roundup, tips on using listening data to inform customer personas, and how to approach crisis and reputation management
Presented at Illinois Technology Association, Chicago, IL
2001: A Web Odyssey
Learn about trends in web design and management over the past 12 years, and update your definition of current best practices. Are you concerned that your knowledge of what is in or out on the web may be dated? Join Sarah Eva Monroe, a senior creative director at mStoner, for a conversation on the ways in which changes in content creation, audience expectations, governance, and analytics have radically altered the landscape of higher education websites. In this webinar, she will reconnect with Rachel Hoormann, executive director of university web communications, from Tulane University and draw upon her wisdom gained from managing the same website for more than a decade.
Buzzfeed & Obama: 8 Native Advertising Need-to-Knows
Pros and cons of native advertising, how it intersects with journalism and why it may replace banner ads in the coming years
Media Rewired: 2013 Medill Digital Storytelling Summit
What's the Fun in Being a Super Admin (If You Don't Know What to Do With All Those Tabs)?
Best practices in leveraging personalized CRM communciation features in the iModules interface.
theLoop at Columbia College Chicago (customized iModules System Training)
Taught ongoing series of workshops for content providers planning to use Columbia’s internal social network, 2007
Adding Video to your Departmental Web site using Brightcove
Taught ongoing series of workshops for content providers planning to invest in and use Columbia’s video aggregation system, 2007
Best Practices in Using Technology in Marketing Communications
Presented on how to integrate new media when planning advertising and marketing communications, 2007
Best Practices in Using Technology in Development Communications
Presented on how to integrate new media when planning development events and communicating with prospects, 2007
Web Content Management System Training
Taught class about best practices of online publishing for web designers learning to manage Columbia’s web site using Serena Collage, 2006
Digital Asset Management using Extensis Portfolio
Taught managers and administrative staff how to build and use relational database to tag, organize and track Columbia College Chicago’s permanent collection of student artwork, 2006
iCal for Space Management
Trained staff how to publish, subscribe to and manage multiple iCal calendars for the purpose of aggregating gallery schedules, 2006