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Stephanie Vermillion's PR Portfolio

Paid, earned, shared, owned (and Stephanie!) highlights from my PR career thus far.

Stephanie Vermillion

on 8 April 2015

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Transcript of Stephanie Vermillion's PR Portfolio

Using paid media to reach new audiences and build client's base of engaged blog followers.
Conceptualize and plan social media strategies that build brand communities while driving website traffic and sales. My experience includes - but is not limited - to:
Create interesting content that engages and helps community while driving potential customers to clients' sites.
Image by Tom Mooring
Paid, Earned, Shared, Owned and ... Stephanie
Planned #ConnectedHoliday Twitter party with influential blogger to help drive holiday sales for technology client. Highlights include:
Developed pinning strategy to help startup dog gear client promote content and increase click-throughs to website.
acebook Advertising
Developed targeted Facebook advertising strategy for blog promotion that increased:
Regularly secure media placements that build thought leadership, drive website traffic, demonstrate third-party credibility and, ultimately, reach business goals.
Pages per session 39 percent,
Time on page 255 percent.
A look into my career experience and accomplishments.
Product Pitching
Secured national review of client's bed bug-proof luggage that resulted in:
110 placements,
100 increase in sales, and
45 products sold in two months.
Special Events
Conceptualized creative way to build excitement and draw media to my automotive client's store reopening event:
Thought Leadership
Pitched and placed series of thought leadership pieces for Cincinnati-based client in the Internet law space, which reportedly led to several new business opportunities.

Blogger Relations
Coordinated an award-winning blog and social series in which a popular running blogger used my client's activity tracker during her marathon training.

She shared weekly updates on her blog as well as a Vine account specifically developed for the "Running Motivation in Six Seconds" series. The series was shared widely by her readers.
Outlets included:
Cincinnati Business Courier
Cincinnati Enquirer
700 WLW
PR Daily
Social Media Explorer

Trade Show
Helped startup dog gear brand break into the market at Global Pet Expo 2014 through targeted media pitching before and during the show (via social).
Breaking the world record for the tallest stack of tires.
This award-winning idea garnered 22 local and trade placements across print, online and TV; 83 percent of placements included key messages about the company's historic milestone.
We secured 13 media interviews to help the client build relationships with key reporters and bloggers.

Ten of those resulted in product placements, including:

Stephanie Vermillion's portfolio
Worked with popular lifestyle blogger (and enthusiastic dog mom) to help technology client raise awareness about selling GoPros.
The blogger put a GoPro on her French Bulldog to capture "dog night" at the Cincinnati Reds ballpark.
Within four months, Pinterest became a top 10 site traffic driver.
It accounted for 89 percent of traffic to the blog (which was the number two landing page on the site).
1,500 #ConnectedHoliday tweets,
35 clicks through to client website, and
Multiple interactions between client and Twitter party participants in need of a new phone

Created Facebook contest to organically increase community engagement for lifestyle client.

This focused on appreciating the community we already have on Facebook, instead of constantly seeking new "likes."
Used Instagram during lifestyle client's celebrity spokesperson event to share live updates with passionate followers.
In addition to 700+ likes and 30+ comments, the Instagram chat:
The campaign increased organic Facebook engagement 191 percent within one month.

Additionally, y/o/y it increased:
Facebook-specific site traffic by 435 percent,
Pages per session 150 percent, and
Average session duration by 51 percent.
Drove 167 percent more site visitors in the two weeks following the event.
Instagram referrals spent 295 percent more time on site in two weeks following the event.
She wrote a guest blog post for the client's tech blog, which resulted in 100+ shares and 350+ views.
I created the video to accompany the post, which has 46 shares and 390 views
Implemented SEO strategy for client's blog, which included:

Keyword research,
Keyword competition analysis,
Google Trend research, and
Development of SEO writing template.
Within three months, blog traffic organically increased 125 percent.
Designed plan for agency's B2B blog, including a content hub strategy with keyword and trend research with visuals for increased SEO and shareability.
Within one month, the B2B blog became the second most common landing page, right behind the home page.
Client Experience
Software Proficiencies
Young Professional of the Year, PRSA Cincinnati
PR Up-and-Comer: Spin Sucks
Award of Merit: Integrated Communications, PRSA East Central District,
Award of Merit: Special Event, PRSA East Central District,
Best in Show, Blacksmith Award: Special Event, PRSA Cincinnati
Blacksmith Award: Vimeo/Vine/YouTube, PRSA Cincinnati
Silver Award: Trade Show Marketing, PRSA Cincinnati
Silver Award: Best Placement, PRSA Cincinnati
Award for Outstanding Contributions in Academic, Extracurricular and Community Service, University of Dayton
First place: Citizens of the World Photography Contest, University of Dayton

Media relations
: Cision, Google Alerts, Twitter lists
Social media
: Hootsuite, Viraltag, Viralwoot, Facebook Power Editor, LinkedIn Advertising, Twitter Advertising, Shortstack
: Canva, Adobe InDesign, Adobe Photoshop
: Google Analytics, Google Webmaster Tools, Bit.ly, Facebook Insights, Twitter Analytics
Content Marketing
: Wordpress, Blogger, SlideShare, Prezi
: MozBar, SEOquake, Google Trends, Google Keyword Planner
: iMovie, Instagram video, Vine
Video from my 2014 African safari
As a senior account executive, I lead the day-to-day and strategic planning on multiple accounts. In this role, I help junior staff develop their skills and grow their responsibilities within accounts.

Additionally, I hold multiple leadership positions within industry organizations, including:

Blog Co-Chair, PRSA National New Pros
Media Day Co-Chair, PRSA Cincinnati
PR Committee, Girls on the Run Cincinnati
New Pros Committee (past), PRSA Cincinnati

In addition to running my weekly blog, PR State of Mind, I've written for the following outlets:

PRSA Tactics
PRSA The Edge
PR Daily
PR News
SEM Rush
Next Step U
BU Communicator
Promoted Tweets
Created promoted Twitter strategy to help client increase awareness at industry trade show. Strategy included:

Visuals with showroom numbers,
Show hashtag,
Specific target audience of buyers within industry.
LinkedIn Advertising
Used LinkedIn advertising to gain momentum for agency's B2B blog.

Performed ongoing A/B testing to determine best practices for most efficient use of funds.

Within two months of ad implementation:

LinkedIn drove 313 percent more site traffic, and
Nearly 25 percent of LinkedIn referrals were clicking through to the contact page.
Full transcript