February 2002/February 2007
VP CREATIVE & MARKETING SERVICES
Weston Education

Direct marketing education company—divisions include At-Home Professions, U.S. Career Institute, and Heritage Colleges

Accomplishments at Westin Education:

  • Acted as creative director, scriptwriter, and producer of Heritage College’s direct response TV commercials. These short-form commercials doubled the lead flow for three successive years
  • Created relationship-marketing program to curb dropouts and retain the student population of US Career Institute. This effort generated a 14% increase in student retention and 10% increase in graduation rates
  • Following appointment as head of At-Home Professions’ seminar division, implemented a market-testing program and spearheaded the upgrading of the seminar division’s sales-support materials. These improvements increased enrollments by 23% and transformed the division into a viable profit center for the parent company
  • Created and test marketed a Heritage College take-home video given to potential students. The video increased the number of potential student revisits to the Heritage College admissions office by 40%
  • Developed and market-tested new lead-generation print ad creative for US Career Institute. The new concept doubled inquiry rate while maintaining existing conversion rates
  • Created—and test marketed—a direct-mail package designed to generate highly qualified inquires for Weston Medical Training Systems (WMTS) sales representatives. 10,000 packages were FedEx’d to cold lists of Health Management Organization CEOs and CFOs. The mailing generated a 15% response rate from inbound calls and through business reply forms

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