Portfolio – Terrie MacNicol

Publications

July 19, 2016

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The Client(s)

Magazine/Newspaper: MEA Voice, Lansing City Limits and Tanning Trends
Books: EWH Press—11 authors

The Opportunity

Everything I have set out to do in my career, I have accomplished. I desired to be an art director for a magazine and the opportunity at Lansing City Limits magazine opened up. With that experience I worked with the Michigan Education Association art directing their tabloid sized newspaper and later redesigning the publication into a slick, glossy magazine which won awards. The opportunity to work with an author presented itself, so once again, I enhanced my knowledge and started a book publishing business eventually publishing 11 books and writing a marketing guide for authors before the partnership dissolved.

Key Results / Highlights

• Won several awards for magazine design and visual effects

• Directed photographers, designers and illustrators

• Developed a book publishing business model that was unique in the industry

• Researched, wrote and published EWH Press Book Marketing Guide eBook in 3 months as a free resource for EWH Press clients

• Increased client base to 13 authors organically

• Successfully published 11 books

All ‘models’ were shot separately and I then used PhotoShop to create the cover design.

Carried theme from the cover to the table of contents page utilizing other photos in the shoot.

Directed photographer to shoot from a higher perspective and add some depth to the cover subject.

This dynamic image was chosen for it’s color, contrast and ability to visually communicate what the festival entailed.

This cover was created utilizing hundreds of members’ photos. It won special publication and was turned into a poster that won visual affects.

The illustration on this cover was created in Corel Painter.

We wanted to convey an image of hope after the 9-11 tragedy.

Multimedia & Video Production

July 7, 2016

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The Client

The Michigan Education Association (MEA), a professional education organization representing over 150,000 teachers, school employees, faculty and staff with an operating budget of approximately $70 million.

The Opportunity

With the advent of new media, it was suggested MEA implement the use of podcasts, multimedia and video in their communications to attract and appeal to a wider audience. Their strategic communications eventually encompassed all new media technologies with my lead; podcasts, interactive CDs for training and resources, blogs, web videos, public service announcements and multimedia.

The Solution

With the opportunity to bring issues affecting education to the forefront in a dynamic way, I took the initiative to learn all I could about multimedia, video production and new media. We wrote, produced and distributed many DVDs, interactive CDs, podcasts, multimedia videos and presentations over 10 years. Using the production assets already available, other multimedia pieces were created to enhance that subject, other shorter pieces were created for the Internet or commercials, or were incorporated and re-purposed for use in new projects. Designed DVD packaging and labels utilizing video graphics for consistent look. Procured equipment, setup studio and learned videography and lighting techniques to shoot videos.

Key Results / Highlights

• Initiated, produced and delivered President’s Message videos to membership

• Showcased human rights award recipients at the Human Rights Banquet in multimedia and video presentations

• Dynamic presentations engaged leadership and membership at conferences

• Highlighted members and what they do for children and schools every day—sampling:

Real School Heroes 30-second commercial spot

CMU Faculty 15-second spot for movie theater advertising

• Produced multimedia projects highlighting legislative issues and attacks on public education—sampling:

The Truth about School Funding produced with drawings and stop motion

Enough is Enough! rally footage used to showcase Virg Bernero

Pontiac School District layoffs interviewed parents and teachers

• Won awards for DVD production (also designed packaging):

Electing Your Employer DVD won National Education Association (NEA) Public Relations Council Distinguished Achievement Award

Closing the Achievement Gaps and Educational Support Personnel: Life Stories DVDs won Michigan School Public Relations Association (MSPRA) Award Distinguished Achievement Award

• Won MSPRA Distinguished Achievement Award for BFCL Communications 101 Interactive CD

• Delivered multimedia in a variety of ways: DVD, Website, YouTube, movie theater advertising, cable TV, etc.

• Continued advancement of technology as it became available

EWH Press

July 6, 2016

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The Client
EWH Press is a small book publishing company that was founded in 2011 to publish a book for a friend. It organically grew after that first year to contract 13 books—publishing 11 of those—in 3 years under the founding owners. The company is still in operation today, yet under different ownership.

The Opportunity
The company had an unique opportunity to stand out from the competition with its approach to blend business models of traditional publishing and self-publishing companies. The goal was to brand and create marketing materials and resources that could be shared with authors to enhance services and be used to promote the company.

The Solution / Challenges
Design a logo and brand that could be used in all medias; print, web, social media, video and multimedia. Create collateral materials to brand the company and add value to services provided to authors. In addition, wrote a book marketing guide and produced author interview videos.

The challenge was the amount of work it took to create any given book project in the creative department. Due to this time, and the fact that one of the owners had left the last year, deadlines were missed resulting in an author dissolving their contract. Looking back, this would have been solved by hiring a freelance artist to format the books.

Key Results
• Developed a business model that was unique in the industry

• Researched, wrote and published EWH Press Book Marketing Guide eBook in 3 months as a free resource for EWH Press clients

• Increased client base to 13 authors organically

• Successfully published 11 books in 3 years

• One author dissolved contract due to missed deadline

• Lost 1 author due to prior editor’s relationship with client

Books Published and Designed by Terrie MacNicol

Standing Strong for Public Schools

July 5, 2016

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The Client

The Michigan Public Schools Partnership (MPSP) is a coalition of 21 school-related organizations and school districts committed to promoting the good news about Michigan public schools. The coalition included individual school districts and the following organizations:

American Federation of Teachers (AFT)
Michigan Association of School Administrators (MASA)
Michigan Association of School Boards (MASB)
Michigan Association of Secondary School Principals (MASSP)
Michigan Education Association (MEA)
Michigan Elementary and Middle School Principals (MEMSP)
Michigan School Business Officials (MSBO)

The Opportunity

Working with the Michigan Public School Partners (MPSP) afforded me an opportunity to be involved in education advocacy again. The coalition’s mission was to promote the value of public education in Michigan and showcasing positive school stories to counter the negative image public schools have mistakenly been given. We discussed developing a website including social media branding and implementation.

The Solution / Challenges

Created a dynamic website on WordPress to highlight stories and regions. Designed logo and brand graphics to use on social media and in print for banners, labels, flyers, etc. Contracted to do the maintenance and updates monthly. MPSP had difficulty creating content and vetting stories, so it eventually did not have timely, relevant content. Without new content it was difficult to promote the cause and site in social media. It was decided to shutdown the website less than two years after it was launched.

Key Results

• Developed and launched Standing Strong for Public Schools website in 6 weeks

• Launched and administered social media accounts including Twitter and YouTube

• Collaborated with education coalition to further advocacy of public education

• Demonstrated website at press conference to school leaders and the media

• 956 new visits first month; averaged 250+ visitors per month thereafter

• New visitors averaged 69.7% of the visits

• MPSP did not have the capacity to feed the site with content, which ultimately led to it being shutdown

MEA Online Brand

July 5, 2016

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The Client
The Michigan Education Association, a professional education organization representing over 150,000 teachers, school employees, faculty and staff with an operating budget of approximately $70 million.

The Opportunity

To create and develop MEAOnline brand strategy and tactics to promote MEA as a resource for education news, legislative updates and member benefits.

Redesign the association’s website and layout to incorporate multimedia capabilities, social media networking and to enhance content organization and design standards.

The Solution

Strategically planned, developed and implemented MEA online messaging and advanced member communications to encompass a variety of constituencies and interest groups. Executed electronic member marketing campaigns, utilizing blogs, e-newsletters, e-mail and social networks. Designed consistent brand for online communications.

Met with key MEA leaders and personnel, audited the Website and developed an information architecture for all departments to approve. The site was developed with HTML and CSS stylesheets per best design and search engine optimization practices. Completed migration of approximately 500 pages to the new layout in two months.

The Website was promoted in the MEA Voice magazine, in e-newsletters, email, on all social media channels, in other print advertising and vendor booths at conferences. Analyzed and reported Web, blog and social site usage—utilizing Google Analytics, AWstats, Webilizer, Facebook Page Insights—to track return.

Key Results
• 23% more members became aware of Website

• 69.2% increase in visitors to MEA.org from prior year

• 47% increase in Search Engine traffic alone

• 520% increase in traffic from Facebook

• 892.8% increase in traffic from Facebook ad campaigns

• 3,922% increase in use of Capwiz Legislators contact form by membership

• A record high 9,848 website visitors in one day for political action

Enough is Enough!

July 3, 2016

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The Client

The Michigan Education Association — Enough is Enough! Facebook page was launched as part of their Strategic Collective Action Plan.

The Opportunity

To build a communication vehicle advocating for adequate, secure funding for public education. The goal was to engage a diverse audience including members, parents and the community, around the legislative attacks on public education and school employees.

The Solution

Created a branded Facebook page which was promoted using targeted Facebook advertising campaigns to reach beyond membership. It was promoted on the MEA Website, MEAOnline Facebook page, Twitter and in MEA e-newsletters and other Enough is Enough! collateral. Videos were produced using Enough is Enough! rally footage and later used to promote Mayor Virg Bernero as candidate for Governor.

Key Results

• The first two weeks alone garnered over 1,000 fans

• Average increase of 100+ fans a day

• Had over 7,874 fans in first 2 months; topped out at over 10,000

• Consistent interactions from the fans—one day alone, 135 fans interacted on the page

• Average 300+ interactions a week

• Attended rally and events shooting video and participant interviews

• Produced videos using Enough is Enough! rally footage; promoted Mayor Bernero for Governor

Dropouts

July 3, 2016

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The Client

The Opportunity

The Dropouts: One is Too Many coalition set out to jump start community conversations about the problems stemming from the approximately 21,000 students who drop out of school in Michigan every year. MEA wanted to bring this issue to the forefront, discuss what solutions could be found and present findings to the Legislature.

The Solution

Over the course of a year, hearings were conducted throughout Michigan and people with a stake in education—parents, teachers, students, administrators, business leaders—were invited to participate. We traveled, setup A/V equipment and recorded people’s testimonies. Working collaboratively with the Director of Communications, we edited the content and produced a 6 CD set of testimony and delivered it to the Legislators along with transcribed copies of all the hearings. Video was then edited to create shorter versions for the Web and social media. The coalition was advertised through online ads, press releases, website, social media and other print materials.

Key Results

• Brought awareness of the Dropout Crisis in Michigan to Legislators

• Successfully orchestrated press conference showing Dropout video and presentation of findings

• Personally spoke at press conference from the perspective of a parent; was further interviewed by WILX

• Learned varied A/V setups utilizing sound board, multiple microphones, press box, and video recording devices as needed; coordinated with vendors

Awards

July 3, 2016

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2009 National Education Association (NEA) Public Relations Council:

Electing Your Employer DVD, Distinguished Achievement Award

2007 Michigan School Public Relations Association Awards for DVD production:

Closing the Achievement Gaps, Distinguished Achievement Award
Educational Support Personnel: Life Stories, Distinguished Achievement Award
BFCL Communications 101 CD, Distinguished Achievement Award

2003 NEA State Education Editors Awards of Merit:

Special Publication, MEA Voice: 150 Years of Education Excellence
Visual Effects 4-Color, MEA Voice: 150 Years of Education Excellence
Best Magazine, MEA Voice

2000 Michigan School Public Relations Association Distinguished Achievement Award:

Bi-monthly Advertorial/Opinion Editorial

2000 NEA State Education Editors Awards of Merit:

Best Newspaper, MEA Voice
Visual Affects, An MEA Guide to Women’s History Month

1999 NEA State Education Editors Award of Merit:

Best Newspaper, MEA Voice