Soror
Kyna Lee Willis Educational Background: Ball State University, Bachelor of Arts-Journalism (Public Relations)-1999 Ball State University, Master of Arts-Public Relations-2002 (3.80-G.P.A.)
Employment History: 3 3 3 3 3 3
Goodwill Industries of Central Indiana, Inc.-Retail Marketing Manager- Feb. 2011-present Goodwill Industries of Central Indiana, Inc. -Retail Marketing Specialist-Oct. 2006-Jan. 2011 Public Relations Consultant-Aug. 2004-Oct. 2006 Wills & Associates Public Relations-Account Executive-June 2003-July 2004 American Society of Newspaper Editors-Graduate Assistant-Aug. 2001-Dec. 2002 Wills & Associates Public Relations-Public Relations Assistant-Jan. 2000-Aug. 2001
Professional Accomplishments:
• • •
• • •
•
Since 2006, Kyna's played an instrumental role in Goodwill's communications department by providing marketing communications for an aggressively growing retail division. In her growing responsibilities as the retail marketing manager, Kyna manages all public relations activities for the retail initiatives and serves as the senior project manager for Goodwill's annual event. She manages the media relations, including developing media press kits, releases, advisories, pitching and media speaking points. In addition, she directs editorial content and creative development of marketing collateral materials. A few of her selected achievements are: Designed and executed public relations and communications strategies to support an aggressive retail expansion of more than 30 central Indiana stores over a 36-month period. Managed a $500,000 advertising budget for strategic communications initiatives. Supervised the brand, public relations, media relations and special events, including the grand opening for a new high-end boutique. Media relations generated five media hits from local print, broadcast, and online media. Launched agency's first gift card program, resulting in a 14% increase in sales in seven months. Developed retail strategy and messages for agency's Facebook presence, including contests, ads and promotions. Strategies resulted in over 9,500 "likes" in three years and increased interaction. Managed communications plans, media relations, social media messages and collateral for business development projects, resulting in 24 partnerships and nearly $350,000 in donations over a 10-month period. Developed and implemented communications strategies for agency's loyalty program, which resulted in over 50,000 members in less than two months.
Communications in the Community:
3 Indianapolis Association of Black Journalists-Executive Board-Public Relations Manager- Oct. 2010present 3 Indianapolis Association of Black Journalists- Fundraising/scholarship committees-Jan. 2009-Oct. 2010 3 Alpha Kappa Alpha Sorority, Inc., Alpha Mu Omega Chapter-Publicity/Fundraising committeesDec. 2010-present
Campaign:
Vintage Vogue by GW Grand Opening Description: Supervised brand, public relations, media relations and special event for grand opening of new highend, vintage boutique. Communications included: marketing communications plan, press release, fact sheet, direct mail campaign, posters, flyers, newspaper and web banner ads, radio buy and promotion, social media promotion, and website creation. Media relations generated five media hits from local print, broadcast and online media. Date: April 5, 2011
Soror Kyna Lee Willis
Campaign:
Goodwill Rewards Program Launch Description: Developed and implemented communications strategies for agency's loyalty program, Goodwill Rewards, which resulted in over 50,000 members in less than two months. Strategies included: In-store flyers, posters, announcements, exterior signage, newspaper and radio ads, press release, register receipt messages, social media, i.e. Facebook, Twitter and promotional video on YouTube, online marketing, i.e. web banners and e-mail blasts, Goodwill Rewards website and employee T-shirts. Date: Nov. 11, 2011
Soror Kyna Lee Willis
Campaign: Live from the Pink Carpet
An Eco-Fashionista Experience Description: Provided communications for Alpha Mu Omega's annual kick-off fashion show/fundraiser, Live from the Pink Carpet. As publicity chair, Soror Kyna created the communications/ publicity plan for event, press release and media relations, newspaper ad, flyer and tickets, program content, website promotion and weekly email updates. Date: Sept. 10, 2011
Soror Kyna Lee Willis
Campaign:
IABJ Multimedia Journalism Workshop for High School Students Description: As an executive board member of the Indianapolis Association of Black Journalists (IABJ), Kyna had an influential part in the communication, development and promotion of the inaugural IABJ Multimedia Journalism Workshop. The workshop was funded by a Dow Jones grant. From concept to implementation, Kyna felt passionate about the program because of its impact on youth, and the exposure to future journalists and public relations professionals. Determined to witness the program's success, Kyna worked closely with the workshop's director to insure a solid public relations track was included in the workshop. She also secured student internships at one of the state's largest public relations agencies. In addition to her involvement in the programming, Kyna created marketing communications strategies and led a group of public relations colleagues to promote the workshop. Under her direction, the group reached out to over 300 high
school counselors and journalism teachers, created a promotional flyer and email blast, disseminated a press release on the workshop, promoted the workshop on IABJ's website and Facebook page. These efforts resulted in broadcast and online news coverage and more importantly
the required amount of student participants. Students were represented from different ethnic groups and school districts including IPS, Pike, Carmel Clay and Bartholomew Consolidated Schools. Date: June 19-26, 2011
Soror Kyna Lee Willis
AKAlades What people are saying about Soror Kyna...
~ impressed, ~ intellect, ~ understanding of communications strategies, ~ highly deserving of recognition
Wanda Bryant Wills, APR
~ Hard-working PR professional ~ analytical ~ enthusiastic ~ great creativity ~ effective communicator ~ writing is clear ~ impactful ~ talented professional strategist
Soror Kyna Lee Willis