Objective Analysis:
Developed a strategic marketing and communications plan for the cultural and tourism efforts of the City of Auburn in Washington State. The work surrounding the production of the plan and the final document resulted in the government, industry and local businesses coming together into a collaborating group, activities and goals being prioritized and significant results in terms of local community buy-in, media coverage and development of creative strategic partnerships.
Worked with the Washington State Hotel & Lodging Association to develop the positioning and messages for their proposal to have a Washington State Tourism Commission, which was under discussion by the industry and the state.
Provided research and strategic counsel on both the European and Asia-Pacific travel markets from the perspective of marketing and communications for a global online travel agency client, which enabled her to manage the communications endeavors in each region. In addition, produced a crisis communications plan for the company; supplier group information packages and internal communications scripting for a major announcement.
Advised executive management and the new director of communications of an international car rental company on the complete restructure of its external and internal communications departments, along with the development of a strategic communications plan. The result was a more cohesive, proactive approach to the company’s communications. This included a review of the company’s external PR agency, which resulted in a reduction of the firm’s annual fee by 50% and an increase in the effectiveness of the services provided.
Advised management of a worldwide executive training and development organization on the potential implications of a proposed name change, which contributed to their decision not to change the name.
Worked with members of the Long Island Wine Council to develop a strategic marketing plan for the region’s wine industry, which enabled a focused message being presented through all the Council’s marketing materials and communications activities. The result was increased media coverage by major national and international media, greater awareness of the region by wine enthusiasts and the trade as a professional wine industry, and increased wine sales.
Informed Opinion:
Project leader for preparation of a policy report on Travel & Tourism for the Greek Government on behalf of the World Travel & Tourism Council, a global business forum comprising the presidents, chairs and CEOs of 100 of the world's foremost companies. It is the only body representing the private sector in all parts of the Travel & Tourism industry worldwide. The report includes an evaluation of Greece's Travel & Tourism and makes recommendations for future action to achieve its potential contribution to GDP and job creation.
Served on the founding advisory committee for Stony Brook University’s Wine Institute program.
Speaker on international public relations and branding in the Travel & Tourism and wine industries. Most recently presented "Strategies for selling wine in the next decade" at the Ohio Wine Industry's annual conference.
Contributor of PR Perspectives to www.workinpr.com, a dedicated public relations website.
Served as a representative for the International Public Relations Association at the United Nations, during which time Jane developed and presented workshops on public relations to the non-government organizations represented at the UN.
Effective Solutions:
As executive director of the Washington Wine Commission, Jane directed the creation and launch of the organization's new image campaign 'Washington State - The Perfect Climate for Wine'. Working with Edelman Public Relations and the commission's marketing team, she directed the development of an integrated brand identity, which is being used today in all aspects of the commission's activities, both locally, nationally and internationally, as well as by restaurants and retailers around the country. Her responsibilities included enlisting the support of winery owners and growers for the campaign. As a result of a state-wide media tour, over 31 million impressions of positive media coverage were received nationally from the initial launch.
Prepared Business Plan and, working with the volunteer Board, undertook clearly defined branding and marketing activities to raise awareness of and increase audience attendence for the Auburn Symphony Orchestra www.auburnsymphony.org. The Auburn Symphony was created over ten years ago to give musicians from the Pacific Northwest Ballet orchestra an opportunity to perform symphonic music on stage. One of only a few professional orchestras in Washington State, it remained a well-kept secret primarily due to the perception among the media and area community that it was a local community ensemble. In addition to creating a new website, and undertaking extensive media outreach, JBL organized the ASO's 10th anniversary concert at Benaroya Hall in Seattle, surpassing all the goals set. Achievements included: raising sponsorship funds which covered the cost of the concert, and made a significant profit for the ASO; achieving extensive media coverage and achieving critical acclaim for the orchestra as second only to the Seattle Symphony Orchestra in terms of the quality of its music. Other recognition included recognition and increased funding from ArtsFund and other foundations.
Developed a strategic pitch for a New York-based PR firm that resulted in the firm winning a highly desirable travel and tourism account for a prominent Caribbean Island by significantly differentiating the firm from the other contenders.
Invigorated the Long Island wine region’s industry association, initially a disparate group of business owners, into a professional, collaborative organization with a clear strategic direction. The result was increased recognition for Long Island wine, including expanded use of the region’s wine by top New York City restaurants and editorial placements in prime national media.
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