Shanna Smith

Experience

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  Kansas State University

  Aug 2006 - Oct 2007

  Administrative Specialist, College of Arts & Sciences dean's office

  Writing and Editing- Commencement program content, web contentProject Management- Coordination of workshops and elections, management of calendars, curriculum change trackingTechnical- PC and hardware troubleshootingAdministrative- Assisting two associate deans, recording minutes at faculty and department head meetings, assisting with budget and contract management

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  New Boston Creative Group

  Oct 2007 - May 2009

  Writer and Project Manager

  Writing and Editing- Press releases, feature stories, video scripts, radio ads, and web and e-mail content for higher education, nonprofit, healthcare, and private business clientsProject Management- Magazine publication, project timelines and budgets, organization and supervision of video shoots

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  KSU Foundation

  Aug 2009 - May 2011

  Development Communications Coordinator

  Writing and Editing- Press releases, feature stories, major gift proposals ($500K+), web content, email and e-newsletter content, direct mail content, and social media messagesDesign- HTML e-mails, proposals, brochures, direct mail pieces, event signage, white sheetsProject Management- Event communications, news release coordination, marketing campaignsSocial Media- Assist in monitoring success of social media and other electronic communications efforts

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  University of Chicago

  Oct 2011 - Apr 2015

  Strategic Communications- Provide communications-related counseling to various unit leaders- Develop strategic communications planning for programs, campaigns and initiatives- Coordinate crisis communications during outages and security incidents, inclusive of working with university news office- Create marketing plans and related deliverables for various charge-back services offered by the organizationContent Development- Draft, edit and proof talking points, speeches, external presentations, event scripts, email campaigns, articles, newsletter items, and web content- Edit and refine layout of materials produced by senior management for distribution or presentation to university administration Show less Writing and Editing- Quarterly e-newsletter content, web content, weekly e-newsletter content, feature stories, press releases, white papersDesign- Quarterly e-newsletter, white pages, brochures, invitations, signage, tchotchkes, scholarly publication illustrationWeb/Social Media- Content management, coordination of social media efforts on Twitter and Facebook, message development, website, social media, and email metrics analysisProject Management- Monthly research technology seminar through communications with speaker, weekly continuing education courses, - Promotional material developmentPublic Relations- Write and disseminate press releases Show less

  • Senior Writer and Editor

    Jan 2014 - Apr 2015

  • Communications Coordinator

    Oct 2011 - Jan 2014
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  Paper Crane Communications

  Jun 2015 - Dec 2019

  Owner, Independent Communications Specialist

  Freelance writing, editing and design services.

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  Hallmark Cards

  Aug 2015 - now

  • Facilitate cross-team collaboration on strategy and messaging for Hallmark's various social and content channels.• Provide editorial direction for social media in-feed posts and stories, as well as story concepts and scripts for reels and videos, for multiple brand channels on a recurring monthly basis.• Alongside additional studio leadership, guide content development for the brand's Ideas and Inspiration blog content.• Provide feedback to writers assigned to social and content editorial, some of whom require interdepartmental relationship management.• Conduct SEO research for proposed blog content to assess potential traffic and likelihood of conversion.• Upload new and manage existing content for the brand's blog via WordPress, ensuring content meets SEO best practices.• Assist in the development of content marketing strategy and special projects on an as-needed basis, with tasks ranging from providing video interviews, to acting as video and product VoiceOver talent, to setting editorial expectations for organic social campaigns and more. Show less - Write clear and engaging copy for a variety of marketing tactics, including national television and radio spots, in-store and NWT radio, digital advertising, social media and email. - Develop marketing tactics for the promotion of Hallmark products at mass retailers including Amazon, Walmart, Walgreens, CVS and Kroger.- Concept and write copy for B2B and trade ads- Develop brand names and value propositions for new products and product lines, keeping in mind the need to highlight innovation and maintain cultural sensitivity- Manage interns and mentor junior team members Show less - Coordinate with account traffic, writers and designers to deliver quality, high-volume marketing tactics- Manage progress of email campaigns, including creation of wireframes, writing, editing, proofing and handoff - Deliver all creative copy for independent retailer and Corporate Store Group marketing tactics- Write creative copy for major mass retailer ads, including CVS, Walmart, Walgreens and Kroger- Provide designers with guidance and suggestions regarding layout- Proofread print, web and digital tactics for grammar, punctuation, legal wording accuracy, and licensor copyrights- Gather, organize and verify product detail information for direct mail catalogs Show less

  • Editorial Director, Content and Organic Social

    Dec 2022 - now

  • Associate Editorial Director, Content and Organic Social

    Sept 2021 - Dec 2022

  • Senior Writer, Greetings Marketing

    Nov 2017 - Sept 2021

  • Senior Editor, Greetings Marketing

    Aug 2015 - Nov 2017
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  Bee and Basil

  Jan 2019 - Aug 2022

  Blogger and Podcaster

  Self-hosted blog (Bee and Basil, inactive) and podcast (Grow Your Own Food, active) for beginning gardeners. Posted 100% YOY growth through SEO optimization and social media strategy. Monthly newsletter strategy with strong following; designed and launched multiple digital asset giveaways to encourage email signups.Also launched a virtual e-learning course via Udemy, which is still live and attracting students via podcast episodes and platform SEO.No longer actively managing due to full-time professional commitments. Show less