0051 KIRKHOF CENTER GRAND VALLEY STATE UNIVERSITY ALLENDALE, MI 49401
To Whom It May Concern, I’d like to recommend Jeffrey Sorensen, the Marketing Manager at the Grand Valley Lanthorn, for the Marketing Manager of the Year award. The position was created a year before Jeff started managing and was almost eliminated due to poor performance of past managers and budget cuts. Once Jeff took over, however, the conversation changed to figuring out ways to expand the marketing team because of how much more successful it was this past fall semester. Jeff studies public relations at Grand Valley State University, is chairman of philanthropy in his fraternity and works for Grand Valley’s Student Senate. He can’t walk through a building without running into multiple people that he knows. This is also probably why we’ve had so many successful marketing events this past year. From ticket giveaways to turning up the social media volume, cornhole to tabling, contests to pumping up the crowds at sporting events - Jeff has managed to do it all and complete reports to evaluate his performance and show the success of each one of our events. His commitment has truly engaged and connected the greater Grand Valley community, which is one of our central goals at the Grand Valley Lanthorn. Although Jeff will be graduating this April, I think it’s safe to say that the marketing team isn’t going anywhere other than up from here on out. Jeff has proven the importance of this position and has paved a path for those managers after him. He has been working closely with another intern and setting her up to carry on the legacy. Jeff himself and all of his efforts will greatly be missed. Please feel free to contact me with any questions. Sincerely, ANGELA CAROLLO ADVERTISING MANAGER, GRAND VALLEY LANTHORN ADVERTISING@LANTHORN.COM (616) 331-2484
0051 KIRKHOF CENTER GRAND VALLEY STATE UNIVERSITY ALLENDALE, MI 49401
To Whom It May Concern, I am pleased to provide my highest personal recommendation for Jeff Sorensen, the Marketing and Public Relations Manager at Grand Valley Lanthorn. Jeff has been working at the Lanthorn for a year and during the time I have known Jeff I have seen growth and commitment to his role at the Lanthorn. Everyday he puts in a great effort to complete his job to the fullest potential. Jeff always displays a high degree of integrity, responsibility, and ambition. He is definitely a leader rather than a follower. I have witnessed his leadership responsibility through various projects we have worked on together. Through his leadership and ability to communicate with clients and partnerships throughout campus he find success in all his endeavors. Jeff uses his determination to provide a map or a plan to obtain a goal. I believe these are a few things that set Jeff apart from some other college bound students I know. Jeff is a dependable manager. His good judgment and mature outlook ensure a logical and practical approach to his endeavors. Jeff has an act for his divide and conquer method, by managing his tasks and keeping assistants and intern below him busy with tasks. His time management allows him to complete tasks diligently and efficiently. Jeff has been involved and recognized in many extra curricular activities within Grand Valley State University such as Student Senate and Delta Tau Delta Fraternity. Jeff’s interest in serving in leadership positions and his drive for knowledge are a few qualities of character and motivation he possess. If you have additional questions regarding, please contact me.
With gratitude,
Lindsey R. VanDenBoom SOCIAL MEDIA MANAGER, GRAND VALLEY LANTHORN LVANDENBOOM@LANTHORN.COM 989.574.8383
P1 Best Marketing Manager The marketing plan of the Grand Valley Lanthorn includes a balanced combination of print, web and mobile and supports our goal of “connecting the Grand Valley community.” The plan focuses on increasing pick-‐ups of the print edition, along with increased “likes” on Facebook, followers on Twitter and mobile app downloads. Together, the Marketing team has started new promotions and continued to grow existing promotions that increase the Lanthorn’s audience.
The target audiences of the marketing plan are Grand Valley students, faculty
and staff, primarily female, upperclassmen (junior and senior standing), and in the school of communications. Increased readership, likes, followers and app downloads were gained through event ticket giveaways, merchandise giveaways, contests and weekly social media campaigns. During 2013, the marketing staff created a Twitter and Instagram “Theme of the Week” contest, in which participants upload pictures each week that follow the theme and use the Lanthorn’s hashtag. A winner is then chosen from the week’s submissions and is given a gift certificate for a local restaurant. Other promotions include “Get Caught,” where readers are ‘caught’ reading the paper and given a gift certificate and featured in the following issue of the paper, merchandise giveaways and ticket giveaways. For merchandise giveaways, Lanthorn staff went to sporting events and gave away cups, flashdrives, pens and other merchandise with the Lanthorn logo, in exchange for downloading the app or liking the Lanthorn on Facebook. The ticket giveaways are for a mixture of roller
derby tickets, movie premieres, concert tickets and tickets to other large events using Facebook events, surveys and answering riddles to enter the drawing.
During this time, the Grand Valley Lanthorn gained 400 likes. The average
post reach was 501 people, without paid Facebook promotions. The mobile app gained 805 new downloads, a more than 700% increase from the 57 downloads prior to 2013.
P1 Best Marketing Manager Job Description a. Responsibilities: i. Uses PR process (RACE-‐Research, Action Plan, Communication, Evaluation) for Lanthorn for development ii. Works with Ad Manager and designers to develop Media Kit iii. Partnerships including trade with the Office of Student Life, 20/20 Information Desk and the Promotions Office iv. Advertising Campaigns for poster stands, print, online, mobile, Orgsync, email blasting, posters around campus, other student media, etc. v. Initiates and designs advertising campaigns and promotions (including print ads, posters, special events, etc.) vi. Oversees social media to promote the Lanthorn and inform audiences vii. Mobile app developments viii. Designs surveys, collects research information and collects/reviews analytics ix. Works with Ad Manager, Business Manager, and Editor-‐in-‐Chief for Lanthorn strategic planning (such as distribution placement) x. Enhances Lanthorn image through branding xi. Works within budget and on schedule xii. Manages and assigns work for Social Media Director and Event Coordinator
Get Caught! Reading the Lanthorn Name: Heather Jackson MaJOR: Psychology Class/ year: Senior Why Heather reads the lanthorn: To keep up with what is happening at GVSU
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Résumé Personal Local Address 10978 48th Avenue Apt. Q-08 Phone 906.250.9635 Email Sorenjef@mail.gvsu.edu
References Emma Moulton 989.326.4767 Allendale, MI Relationship: Student Senate VP of Public Relations Known 1 year LeaAnn Tibbe 616.331.2345 Allendale, MI Relationship: GVSU Asst. Director of Student Life Known 3 years Jim Morris 906.361.0323 Gwinn, MI Relationship: Head Track Coach Known 8 years
Other Involvement
Jeffrey R. Sorensen Work History Grand Valley Lanthorn January 2013- Present Marketing/ Pulic Relations Manager: Promotions, Social Media, Giveaways/Contests Allendale, MI 616.331.2484 Manager: Angela Carollo, Advertising Manager The Landmark Inn May - August 2011, 2012, 2013 House Porter: Guest Services Food & Beverage Porter: Barback, Server, Host Marquette, MI 906.228.2580 Manager: James Portle, Food & Beverage Manager Nellie Wolbers, Housekeeping Manager Reason for Leaving: School/ Seasonal Employee Northern Star Broadcasting/Sovereign Communications September 2009-June 2010 P.R./Production Intern: Reception, PSAs, Misc. Tasks Marquette, MI 906.225.1313 Manager: Tammy Johnson, General Manager Reason for Leaving: Internship Period ended
Education Grand Valley State University Allendale, MI Major: Advertising and Public Relations Expected Graduation: December 2014 Gwinn High School Gwinn, MI Graduated May 2010
Grand Valley State University Student Senate Public Relations Committee Grand Valley State University Admissions Office Campus Ambassador/ Tour Guide Delta Tau Delta Fraternity Founding Father, Social Chairman, Public Relations Chairman, Philanthropy Chairman Gwinn High School Volunteer Assistant Track Coach Sabrosísimo- Grand Valley’s Latin Dance Crew Public Relations Officer, Dance Lead