Anna (Bethmann) Book Email & Phone Number

• Executed fully integrated campaign to pool dealers to transition to upgraded pump products due to an energy regulation change. Using sales data, targeted direct dealer communications driving to tools and support. Advertising and PR positioned Pentair as a trusted partner, translating to a 70% transition in sales. • Developed differentiating key messages, engaged subject-matter experts and created stories for the IntelliPro3 pool pump launch and positioned Pentair as the category leader through its proprietary technology. • Fostered relationships, trust and credibility with integrated team members and subject-matter experts by setting regular meetings to connect with partners, sharing knowledge and points of view. • Took a digital-first approach to content, learning the digital process and ensured all content led with a digital lens.

Greater Minneapolis-St. Paul Area

• Achieved more than 50 percent lift in website traffic for Winfield United by improving user experience through business consult, website consolidation and redesign • Led WinField United strategic communications planning for 2019; developed audience need-led model to more effectively support client objective to out-index the crop production market • Partnered with WinField United on integrated campaigns end to end, including print, broadcast and digital tactics, resulting in increased awareness and consideration year over year• Increased awareness and consideration of Land O’Lakes Foodservice tactics by 13 percent through integrated digital campaign for new client, resulting in trusting partnership and elevated 2020 plan • Rebranded Land O’Lakes, Inc., driving execution of conceptual creative platform, style guide and deliverables• Launched global Elanco branded generic antibiotic for farm animals, executed deliverables based on creative brief, brand identity and strategic messaging • Activated Vermont Creamery rebrand and launch campaign in preparation for a nationwide rollout, resulting in a national footprint and increased sales• Immersed in the Land O’Lakes business to help solve complex business problems and provide strategic solutions• Managed $7MM budget, reviewed billing and partnered with clients monthly to ensure transparency and profitability • Trained and supervised junior team members and summer intern, assisted with staffing and led new-hire onboarding

Greater Minneapolis-St. Paul Area

Greater Minneapolis-St. Paul Area

• Successfully completed first year of sole proprietorship, providing freelance communications services to Harvest PR & Marketing while attending graduate school full-time to pursue a career in agricultural policy• Worked directly with agency’s largest client, distilling scientific information into easy-to-read materials that educate dairy producers about a new on-farm diagnostic technology that enables more precise care of animals• Delivered project management and event coordination services to assist with client promotions and industry events• Maintained client and agency social media channels, developed editorial calendars and crafted fresh, engaging content• Penned and distributed press releases, and established relationships with national and regional dairy media

Greater St. Louis Area

Monsanto Customer Advocacy•Launched year four of America’s Farmers Grow Communities, the largest cause marketing campaign in agriculture by producing and distributing collateral materials, overseeing public relations tactics and distributing over $3.2 million in donations•Improved check auditing process by refining workflow and delivering checks to 1,301 nonprofit recipients on time•Led weekly status meetings to prioritize needs and manage expectations both internally and with the client•Obtained client direction and budget expectations, and delivered written and verbal direction to other teams within the agency including creative, broadcast and digitalTeam Lead- Minnesota/Wisconsin•Carried out media relations tactics for the largest cause marketing campaign in the agriculture industry and exceeded client goals for media coverage•Developed original press releases for advocacy efforts across assigned territories•Served as territory expert, supervising associates within assigned geography and updated client on local eventsAmerica’s Farmers Mobile Experience- Tour Guide•Maintained a 40-hour work load while traveling an additional 75% to represent client at state and county fairs nationwide to teach consumers about world population growth, biotechnology and agronomy•Successfully handled challenging guests by following crisis communication plan as tour guide for the mobile marketing unit and represented client in radio and print media interviewsUSDA Biopreferred•Managed quarterly electronic newsletter by writing, editing and compiling content•Provided monthly media reports to client to showcase impact of publicity efforts

•Facilitated university-level education and training for international dairy professionals•Planning the 2010 Dairy Artisan Research Program Reunion Dinner for 75 guests•Managed all aspects of the World Dairy Expo 2010 trade show booth•Assisted in strategic planning by researching competition

•Created campaign sales promotional materials including flyers, newspaper ads and newsletters•Assisted with public relations activities including print and online press releases•Engaged customers with social marketing, keeping Facebook, Twitter and the Blog

Madison, Wisconsin Area

•Revealed the news value in UW Extension research by writing articles and creating fact sheets

Chippewa Falls, Wi

•Perfected public speaking skills on four one-hour brewery tours each day for up to15 guests•Promoted free “Leinie Lodge membership” to all customers at the registers of the gift lodge •Chosen as special events staff for private events

Madison, Wisconsin Area

•Strengthened relationships with donors with continual correspondence•Improved phone etiquette by cold-calling political leaders on current issues •Increased efforts in growing consigned journal distribution through local bookstores

Bs, Life Sciences Communication

Activities and Societies: UW-Madison NAMA, CALS Student Council

Master Of Arts (M.A.), Public Policy And Leadership

Study Abroad

Education record