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Integrate Your Summer Marketing Plans to Build Your Fall Pipeline

June 19, 2012

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Attendees at this timely webinar heard our experts review their checklists for back-to-school planning this summer! Our panel shared their strategies for using customer information to launch successful integrated campaigns over the summer.

Four market leaders revealed this summer’s ìmust-doî marketing activities to create a strong pipeline for the new school year. The webinar focused on best practices to get your plans in top shapeófrom customer file optimization basics to ways to integrate new digital marketing solutionsóand provided information that is critical for marketers new to education doing back-to-school planning, as well as those who wish to sharpen their existing campaign strategies.


  • Learned about file optimization best practices and how they increase campaign ROI
  • Gained a better understanding of how marketing strategies should change during the summer months to keep teachers engaged with your brand
  • Learned about integrated viral marketing campaigns as a summer strategy and got examples of how other education marketers are succeeding in this space
  • Heard a case study success story of an integrated multi-channel campaign

Our Expert Panel

Chuck Romans
Education Database Marketing Consultant

Chuck Romans has 30 years of database marketing experience in the education marketplace. Currently he assists education marketers in using analytics to improve performance and enhance marketing strategies.

In his previous role as Vice President of Product Development at MDR, he was responsible for list solutions, e-marketing solutions, and MDR Sales Solutions. During his tenure at MDR, Chuck launched many innovative and leading-edge products, including Buyers at School response files, the Educators at Home database, and industry-leading analytical products. He also developed sophisticated predictive indicators using database mining and modeling techniques. Chuck’s experience in customer database management has proven valuable in assisting many education marketers leverage their customer information to develop marketing strategies for increased profitability.

Prior to joining MDR, Chuck managed direct marketing initiatives at McGraw-Hill’s American School Publisher Division, the Random House School Division, and Educational Dimensions Group.

Chuck is a graduate of Fairfield University in Connecticut with a degree in Financial Management and a minor in Economics. 

Christopher Ziemnicki
Vice President, Product Development, MDR

Since joining MDR in 2004, Chris has been instrumental in developing and managing some of MDR’s most successful marketing products, including a broad suite of best-in-class Email Marketing Solutions. Currently leading MDR’s product development, he also acts as chief strategic interactive marketing consultant to MDR customers, directing MDR’s industry-leading educational digital marketing research and best practices efforts. Most recently, Chris launched the industry’s first display advertising solution that exclusively targets educators and expands MDR’s offerings to the digital web advertising space.

A co-author of four of MDR’s annual email trends reports, Chris has also published numerous email white papers and best practices guides. He is a frequent panelist at education marketing industry events, such as AEP and EdNET, and presents regularly on MDR educational marketing webinars. 

Sandy Fivecoat
Founder, WeAreTeachers.com, and Senior Consultant, MDR

Sandra K. Fivecoat founded WeAreTeachers.com in 2007, an online teaching, learning, and business network, connecting teachers to one another and to companies who do business in education. WeAreTeachers provides social media marketing services to education marketers and was distinguished at the SXSW interactive conference when it was awarded a Texas Social Media award from the Austin American-Statesman. WeAreTeachers was acquired in February 2011 by MDR/Dun & Bradstreet. Ms. Fivecoat is an established and respected executive coach, as the principal consultant for Fivecoat and Associates, a consulting firm whose client list includes Dell and Standard & Poors, as well as several education technology firms.

Ms. Fivecoat’s previous industry experience includes Senior Vice President of Sales for Lightspan, Inc., and Area Director of public sector sales for Apple Computer. Prior to her work in the private sector, she held numerous positions in education, including policy leader as the first director of education technology for the State of Texas. Ms. Fivecoat has been a teacher, administrator, software developer, and researcher, but her most relevant tie to education and technology is the grounding she receives from her large extended family of 8 children and 13 grandchildren.

Linda Winter
President/Owner, Winter Group

Linda Winter is the Founder and President of the Winter Group, a Denver-based marketing communications and research firm. Established in 1978, Winter Group serves companies and organizations marketing to the K-12, higher education, and library sectors. Winter Group’s portfolio includes work for Epson, The Wall Street Journal, PBS, ISTE, the National School Boards Association, Teacher Created Materials, Scholastic, Adobe Systems, School Specialty, Inspiration Software, ABC-CLIO, Blackboard, Project Tomorrow, and other education organizations.

Winter Group’s staff of 14 includes writers, designers, project leaders, researchers, media buyers, and account planners. The firm’s services encompass a broad range of creative services, market research, messaging and positioning, and branding and design.