Creative Strategies - Marketing Research - Product Development - Advertising Campaigns
Marketing Consultation Personnel Management
Marketing Management Research and Database Marketing
Sales and Marketing Support Information Technology
Education Companies & Positions
Community Service Publications and Presentations
Highly accomplished Director of Marketing and Public Relations with proven success in marketing research, analysis, statistics, applied demography, image and branding strategies, integrated advertising solutions, and product positioning. Strong conceptual thinker, able to drive the development of innovative and bold solutions to promote brand recognition, sales, and develop extensive client databases. Solid writing and photography skills in the development of advertising materials, brochures, flyers, press releases, newspaper articles and Web sites. Expertise developing business plans and managing budgets. Outstanding leadership abilities with project teams, vendors, and service suppliers. Skilled relationship manager, serving as direct client contact and media liaison. Thrives in challenging, deadline-driven environments, which will fully utilize creative intelligence and high energy level.
Marketing/Public Relations Consultation, Writing, Photography, Teaching and Facilitation Services
Consult with clients regarding image, position, and promotions. Participate in design through implementation of advertising materials, Web sites, press releases, and brochures. Coordinate project development with volunteers, vendors and Web masters. Track and report on statistics and campaign results.
Instrumental in the design and development of a unique look, image, voice and style for communications materials and Websites.
Develope effective templates for volunteer workshops, civic group presentations, and press releases.
Create targeted email campaigns which increased Website activity by over 500%.
Provide photography for various design brochures, newspaper articles and public art brochures.
Develope strong customer relations with Omaha by Design, Central Dance Theater, Omaha Books and WareHouse Productions.
Freelance Writer and Photographer:, write dining and music performance reviews for various publications, and produce photographs for advertising and music CD cover art.
Serve as Adjunct Professor in Statistics, Marketing and Advertising for the University of Nebraska at Omaha.
Selected as one of 25 writers nationwide to attend National Endowment for the Arts Institute in NYC.
Created and directed strategy and tactics for marketing, public relations, advertising, pricing, group sales, collateral material, telemarketing, direct response, web site and box office operations; developed budget and income projections.
Increased total ticket sales by 12% over previous season.
Led marketing department to first $1,000,000+ season ticket campaign.
Increased season ticket sales over 20% in two years.
Reached record single ticket sales for Super Pops and Holiday Fanfare events.
Managed all marketing operations including creation and execution of brand plan, advertising materials development, media buys, telemarketing, direct response, internet sales and group sales.
Created city-wide prospect and analytic database of 40,000+ arts buyers.
Revised price structure to use seat inventory more efficiently while maintaining affordable admissions to stimulate audience development.
Initiated ticket sales on the internet including web site redesign, payment mechanism and data management.
Led volunteer efforts for telemarketing, research, marketing support and community engagement.
Liaison to Board of Directors for all marketing and sales issues.
Participated in sales calls, presentations, tours, and working sessions for numerous clients and prospects including American Express, Inc. Magazine, Acxion, Dialog, Claritas, National Decision Systems, Sprint, MCI, First Data Corporation, Mutual of Omaha, Lotus Development, OSRAM/Sylvania, AFL/CIO, Ameritech, U S West, Computer Intelligence, Pacific Bell, Western Union, and many others.
Led the design, development, and implementation of a customer information system including the discovery of senior executive needs, data, and software selection, documentation, training, rollout, and support.
Directed the requirements definition, search, selection, contract negotiation, and company-wide implementation of new salesforce automation/contact management software.
Worked directly with national account salespeople to provide help and solutions to client's marketing problems. Created documents for use by national sales force for use with large clients explaining elements of both consumer and business databases, their construction, and maintenance.
Wrote responses to requests for proposals including detailed descriptions of data elements, coverage, and collection methodologies.
Designed and implemented systematic prospecting program for sales representatives, including computer system upgrades and enhancements based on field office experience.
Research and Database Marketing Techniques
Experienced in the use of a variety of qualitative, quantitative, primary, and secondary market research methods to develop information used for decisions and actions directed at customers, sales representatives, and sales managers.
Designed and implemented database marketing and management systems utilizing Online Analytic Processing (OLAP) and Relational Online Analytic Processing (ROLAP) including dimensional hierarchy design and metrics selection.
Consulted with banks and other financial institutions on the design, construction, and use of database marketing including hygiene, householding, data selection and appension, database design, campaign management, report development, and information analysis for acquisition, activation, usage, and retention applications.
Used panels, phone and personal interviews, and mail surveys to gather data on a variety of issues impacting marketing effectiveness and to test new and proposed procedures and practices.
Used secondary data from large suppliers (U.S. Census, Bureau of Labor Statistics, etc.) to obtain information quickly and at reduced cost when compared with primary sources. Performed extensive industry analyses for proper Standard Industrial Classification assignment and to establish industry stability model for credit coding.
Consulted on and participated in the development of a credit card system for making targeted promotions to cardholders based on past purchase activity.
Analyzed sales force productivity and agency profitability. Used geodemographic-targeting systems to determine the location and number of agents, accounts, or prospects within a sales territory.
Personnel Management/Supervision
General management experience in four industries and several functions. Supervised up to 25 employees. Budgets have been up to $1,500,000.
Created a business plan, brochure copy, and sales presentation for marketing professional services consultation to clients.
Developed, defined, and directed two new positions that managed information systems used extensively by internal customers for promotional mailings, customer contact, sales reporting, and financial analysis.
Have a reputation of being an effective developer of people. Subordinates have won performance and most valuable player awards.
Part-time marketing instructor at the University of Nebraska at Omaha. Developed and taught seminar on database marketing for associates of First Data Solutions.
Extensive experience building and using a variety of databases and analytic software.
Provided marketing expertise and perspective to the research, requirements development, and selection of database analytic software for Ad Hoc, Statistical, and Report Generation applications.
Conceived, developed, and implemented business case format as a means to evaluate possible new database elements for sales potential and acquisition costs. Created numerous enhanced special interest business databases.
Initiated, wrote requests for proposals for, and negotiated contracts to obtain new large scale data elements to enhance business database, such as geocodes and data from Regional Bell Operating Companies.
Independent Contractor
Marketing / Public Relations Consultant
UNO CBA Adjunct Professor, Omaha, Nebraska
Free-lance Writer / Photographer
Omaha Symphony
Director of Marketing and Public Relations
United Way / CHAD of the Midlands, Omaha, Nebraska
Loaned Executive,
Frst Data Solutions, Omaha, Nebraska.
Director, Marketing Professional Services.
Database Marketing Consultant.
InfoGroup, Omaha, Nebraska
Database Planning Manager
Mutual of Omaha, Omaha, Nebraska.
Manager, Marketing Research
Supervisor, Marketing Research.
Senior Marketing Research Analyst.
Master of Business Administration - Finance and Marketing
Bachelor of General Studies – Psychology and Philosophy
University of Nebraska at Omaha
Downtown Omaha Inc. Board of Directors 2001 – 2006
Landmarks, Inc. Board of Directors 2000 – 2008
Omaha by Design Place Game Facilitator 2002 - Present
Nebraska Choral Arts Society Board of Directors 2007 – Present
| Statistical Analysis - SAS, SPSS, Minitab, Excel | Management |
| MS Word, Excel, PowerPoint and Access | Teaching / Training |
| Online Analytic Processing (OLAP) | Database Marketing |
| Structured Query Language (SQL) | Marketing Research |
| Written and Oral Communications | Applied Demography |
| Advertising | Public Relations |
|
Persuasive Writing & Copy Editing |
Photography |
|
Market Trends & Forecasts |
Product Pricing & Positioning |
|
Multimedia Campaigns |
Website Development |
| Executive Presentations |
Media Relations |
|
Project Management |
Professional Photography |
PUBLICATIONS and PRESENTATIONS
Fine art, entertainment and dining reviews and previews, Omaha Weekly, Omaha Reader, Downtown and Old Market Encounter, March 2002 - June 2007
"Symphony looking for arts leader in director," interviewed and quoted in article for Omaha World-Herald, December 21, 2003
"Book highlights Omaha buildings," interviewed and quoted in article for Omaha World-Herald, November 29, 2003.
Preston Love, compact disk cover photograph, 2003.
Building for the Ages, Omaha Books, 2003, Book Committee Chair and Photographer.
"Musicians laud their leader, Yampolsky credited with revitalizing Omaha Symphony," interviewed and quoted in article for Omaha World-Herald, June 30, 2003.
Preston Love – Omaha Blues, compact disk cover photograph, 2001.
"Who is Worthy?," interviewed and quoted in article for Target Marketing, April 1998.
"Pinpoint Marketing," interviewed and quoted in article for Card Marketing, September 1997.
"Business Data," panel discussion featuring American Business Information and Dun & Bradstreet, May 1994, Annual Marketing and Economic Research Meeting, Society of Insurance Research.
"Competitive Analysis Using the Compass System," Financial Services Seminar, October 1991, Claritas Corporation.
"Importing and Using Attitude Data in the Compass System," Power Marketing for the 90's: Tools & Strategies for the Financial Services Industries, October 1990, Claritas Corporation.
"Choosing & Using Geodemographic Clustering Systems," monthly meeting, September 1990, Greater Omaha American Marketing Association.
"Talk, Talk, Talk - Who's Listening?," panel discussion, January 1990, Missouri Valley Council of Independent Insurance Agents.
"The Middle Market: Is It Forgotten?," 31st Research Planning Conference, June 1989, Life Insurance Marketing Research Association (LIMRA).
"Inexpensive Target Marketing," monthly meeting, October 1988, Lincoln Nebraska American Marketing Association.
Ken Mayer and Louis Pol, "Racial and Ethnic Differences in Healthcare Insurance: Implications for Marketing Strategies," Health Marketing Quarterly, Fall 1988.