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Talk to the Experts

Power Your Integrated Campaign With the Best of Every Channel

February 13, 2013

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Marketers have a wealth of strategies available, each one providing unique opportunities to reach an audience in different ways. So many choices can seem overwhelming, and marketers may ask:

  • How do I pick the right mix?
  • What are the best practices for each channel?
  • How do I know it’s working?

 MDR’s webinar answered these questions!

Our experts talked about:

  • Ways to make the most of each channel
  • How to tie them all together for maximum ROI

Our Expert Panel

Linda Winter
Founder and President, 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.

Jim McVety
Managing Partner, First Step Advisors

Jim McVety has been Managing Partner of First Step Advisors since 2009, advising large publishers, supplemental test-prep providers, and leading software companies throughout K-12 and higher education. Jim’s experience in K-12 education includes sales, marketing, and market research. His published research at Eduventures led to Jim becoming a widely recognized authority on market trends. He has since held key executive roles in sales and marketing across the K-12 industry.

In addition to his current work managing sales and marketing programs for a number of K-12 content and software companies, Jim also serves on the analyst and marketing evaluation team for EdNET Insight. Jim is the founding benefactor of the AEP Talent Development Scholarship Program, supporting the growth and development of talented associates in the education industry.

Ryan Mantzel
Co-Founder and Principal, Flywheel360

Ryan leverages over 15 years of strategic marketing and sales experience, targeting the B2B and B2C markets. His in-depth knowledge of database management and CRM integration helps clients achieve greater visibility and ROI for their businesses. Ryan’s industry experience includes educational publishing (print and digital), economic development, tourism, financial, and various non-profit sectors.

Prior to founding Flywheel360, Ryan held leadership positions as Director of Strategic Operations at Voyager Learning and Director of Marketing at iStation. During his lengthy career at Voyager Learning, he managed the Inside Sales team, developed and executed state textbook adoption strategies, and worked closely with the marketing and technology departments to enhance the company’s online presence. At iStation, Ryan drove new business development and implemented e-commerce strategies.

With his extensive knowledge and experience in the K-12 education space, Ryan continues to provide unique insight into systems integration, marketing automation, and cutting-edge
e-marketing trends.

Erin MacPherson
Senior Editor, WeAreTeachers

Erin MacPherson started her education career in the classroom, spending five years teaching in an urban high school. She utilized that experience to transition to the education marketing world, first as a staff writer for Nickelodeon, where she leveraged web copy, email marketing, and social media to help her clients reach parents and educators. Later, in 2010, she moved on to WeAreTeachers, where she serves as a copywriter, editor, and social media strategist.

Erin and her team work with hundreds of education clients a year to deliver compelling results across a multi-media platform. They research and utilize the latest strategies in order to get client messages heard in a way that is unique and creative, especially when it comes to Facebook, Twitter, and Pinterest. 

Derek Fairfield
Leader, E-Marketing Solutions, MDR

Derek Fairfield currently leads e-marketing product development at MDR. Previously, Derek managed MDR’s Sales Solution product line as well as its Analytics products. Derek also acts as a strategic consultant for MDR’s interactive marketing customers and directs MDR’s industry-leading e-marketing research and best practices efforts.

Before joining MDR, Derek designed, developed, and deployed B2C and B2B marketing strategies and programs for start-ups and Fortune 500 companies. In 1997, Derek led an account team that won a DMA Echo Award for online lead generation and email acquisition campaigns. Derek is a strong advocate for e-marketing in the education industry and general marketing best practices.

Kim Booth
Product Manager, Web Advertising, MDR

Kim came to MDR from the digital agency world, where she spent over 12 years managing a diverse portfolio of clients, including automotive, financial services, consumer products, and travel across all communications channels.

In her early career adventures, Kim led new business ventures at Kirshenbaum Bond Senecal and Partners, followed by a host of interactive project management responsibilities at top agencies, such as Digitas. Kim brings this digital marketing expertise to MDR’s Web Advertising team to develop and optimize strategic campaigns that meet our customers’ end objective.