People start businesses for lots of reasons. I started Trigger M because I love media planning, and I'm good at it. Or maybe I'm good at it because I love it.
I studied advertising at the University of North Carolina at Chapel Hill, and then began my media career in television and radio advertising sales. Managing a wide variety of local and regional accounts gave me an appreciation for the sales side of the media buying process -- very helpful today when negotiating media contracts.
After four years in advertising sales, I founded and operated World Cup, one of the first coffeehouse chains in Virginia. This was my first crack at developing and implementing a marketing plan to build a brand from the ground up. I was living the life of Small Business Owner, and I fought hard to stay ahead of the competition and preserve my niche by continually diversifying my product line. Lots of work, lots of fun, lots of appreciation gained for the importance of every marketing dollar.
In January 1998, a too-good-to-pass-up opportunity arose for me at RightMinds in Richmond. As Media Director, I was responsible for overseeing media strategy, planning and buying for local, regional, and national accounts. I've worked on consumer, recruitment, and business-to-business campaigns across a variety of industries including tourism and transportation, entertainment, retail, optical, healthcare, and real estate development. In addition to radio, television, print and outdoor campaigns, I have planned and placed Internet advertising and developed online search optimization strategies for clients.
I am well connected in the local, regional, and national advertising and media arenas. During my 2003-2004 term as President of the Advertising Club of Richmond the organization increased funding to our scholarship program, added a speaker series, and made significant improvements to our annual creative awards show. And since we just weren't busy enough, we also rebuilt and relaunched the club's Web site, created new membership materials, and selected a new non-profit to be the beneficiary of our pro bono work.
In 2002 I was proud to be named as one of Richmond's "Top Forty Under Forty" for my professional successes and community involvement.
I'm proud of my accomplishments, I love my work, and I'm confident about the ability of Trigger M to make a real difference in our clients' advertising effectiveness.
I hope to have the opportunity to help you make your media dollars more measurably effective.