Larry Guthrie Email & Phone Number

Il , Chicago, Us

Plan, execute, and evaluate omnichannel content publishing and marketing strategies that align with SWE’s audiences and stakeholders.Key Achievements:• Serve as publishing director for a new book published by SWE.• Developed customer personas and journeys.• Managed and created nurture campaigns for all five member types.• Oversaw the redesign and migration of magazine to swe.org from an existing microsite, maximizing functionality and readability.• Optimized webinar marketing SOP, resulting in a 20-50% increase in attendance.• Serve as a communications and marketing consultant to all departments/business units on all campaigns and initiatives.• Overhauled membership pages to streamline and enhance new member recruitment.• Oversee the operations and develop strategies for all publications, including SWE's award-winning magazine, podcast, and blog.

Consult, design and copywrite on a variety of multichannel marketing communications across a diverse clientele. Provide a holistic approach that achieves goals above and beyond through content development, marketing, communications and PR strategy, and creative direction. Clients include American Medical Association, Monarch Bank, Old Dominion University, PBIS of Virginia, Chamberlain College of Nursing, Spotlight Theatre Productions and Shall We Dance dance studio.

Chicago, Il, Us

Develop and oversee the overall content and media strategies. Oversee the official suite of publications (Commercial Investment Real Estate magazine and podcast), the Commercial Real Estate Insights report series from the institute's chief economist, and all media relations efforts. Key achievements: • Create and manage budget for communications efforts, analyzing and tracking ROI, savings and additional revenue opportunities.• Successfully collaborate cross-departmentally with membership and education teams to maximize effectiveness of organization’s initiatives. • Copywriting and editing across all media channels, including journalism features, PR, speeches, marketing collateral and internal communications.• Continually develop media relations, which have resulted in 500+ millions in reach and consistent earned media coverage in industry publications and mentions in national outlets including Bloomberg, Yahoo! Finance, and NPR Marketplace.• Produced numerous podcasts and webinars on a variety of leading industry trends and renowned experts.• Launched redesign and new companion podcast for the publication, Commercial Investment Real Estate, serving as creative director on both design and content. Redesign achieved great success, earning the institute's first-ever Folio's Ozzie Award for Design Excellence.• Developed strategic and tactical plan for member engagement and retention for 2021 membership that exceeded goals, despite pandemic-related challenges.• Manage and optimize email and paid digital strategies.• Featured speaker on strategic marketing communications, including 2018 National Apartment Association conference, AssociationSuccess.org's 2018 SURGE conference, ASAE's "Market Like a Powerhouse: Use Drip Marketing to Engage and Retain New Members" webinar, and Association Forum Membership SIG, "Membership SIG, Get ‘Em In. Get ‘Em Onboarded. Get ‘Em Involved."• Served as 2021 Chair, Communication Shared Interest Group for Association Forum.

Chicago, Il, Us

Develop, manage and execute the delivery of global strategic multichannel marketing and communications across five departments, 59 chapters and more than 14,500 members, which includes contributing to four regular publications, development of membership recruitment & retention strategy, support of public policy efforts, media relations, speech writing, event production and management, and development of the association’s web and social media strategy. Key achievements: • Achieved repeated record attendance for ACG’s annual conference and main revenue source through effective marketing strategies. Grew attendance beyond 2,000 year-over-year to surpass revenue goals. Latest event reached goal of $2.4 million in revenue.• Developed and managed ACG’s global digital communication strategy to reach target audiences.• Managed the redesign and development of the ACG website, overhauling 59 chapter sites to communicate with one voice and brand.• Grew social media performance five times over across three accounts with current monthly impressions averaging more than 110,000.• Regular editor and featured contributor to the ACG career newsletter and official publication Middle Market Growth magazine with the column “It's the Small Things.” • Provided expert counsel to ACG’s 59 chapters to help create brand consistency, increase retention rates and engagement, and more effectively market their events, education and network. • Developed strategic and tactical plan for member engagement and retention. • Featured speaker at 2018 ASAE Marketing, Membership & Communications national conference and Association Forum’s Forum Forward 2018 national conference on strategic marketing & membership communications.

Co-chaired and named the annual Diamonds in the Sky Gala, a black-tie celebrity event, serving as event planner, designer and manager since its inception, and oversaw marketing and VIP/ celebrity concierge services for more than 500 attendees. Served as on-site producer of event and celebrity handler, as well. Recognized as one of the largest contributors to the Make-A-Wish Foundation of Southeastern Virginia, raising more than $750,000 annually and consistently generating multimedia press coverage.

Chicago, Illinois, Us

Created marketing plans and produced highly effective copy for a variety of initiatives, programs and events. Coordinated delivery of smart multichannel communications, including email, website, social media, educational programming, direct mail, print magazine, speeches and press releases. Key achievements: • Editor and creative director of member magazine Surge. Brought to life and redesigned the publication by giving voice to the stories behind the members and the industry. Reduced production costs by 40%, as well.• Assumed roles of interim marketing director and business development manager during organizational transition.• Achieved record high attendance of over 1,000 at annual revenue touchstone conference.• Produced general sessions at the association's annual meeting.

Norfolk, Va, Us

Devised and directed all corporate branding activities, advertising, cross-promotional efforts and community outreach. Oversaw sponsorship program, ensuring maximum promotional reach and PR impact based on planned giving. Served as creative/ art director; managed marketing campaigns and initiatives. Key achievements: • Established organizational direction and managed a corporate philanthropy program. • Planned, promoted and managed special events, such as grand openings, VIP receptions and Sail Virginia 2007• Spearheaded signature sponsorship of Sail Virginia 2007, the 400th anniversary of the Jamestown landing; produced an innovative marketing/ PR opportunity that garnered substantial earned media (i.e., TV, radio, print and online).• Led restructure and launch of corporate website reflecting new strategic direction. • Elevated and positioned over 30 corporate brands through sponsorships and marketing consultations on planning (content development and marketing strategy) and execution (SEO, web traffic, print, etc.).

Virginia Beach, Va, Us

Managed all internal and external communications to promote brand and market services; oversaw public relations, special events, employee intranet and community outreach programs. Consistently recognized and promoted up through the organization from assistant branch manager to business development to marketing specialist and, finally, communicaitons manager.Honored with an ADDY for outstanding copywriting and more than six CUNA Diamond Awards.