Jeffrey L. Nance, CLSS

Qualifications Summary

Innovative marketing and creative strategist with more than 10 years of experience in B2B and B2C brand building and marketing, advertising, digital, content, creative, media, public relations, partnerships, sales channel management, events, relationship marketing strategies and plan implementation with Fortune 50, high-growth and franchise companies and non-profits.

Professional Experience

PowerPlay Marketing – Principal July 2018 –

Marketing, Advertising, Product Marketing, Sales, Social Media, Content and Storytelling, PR, Partnerships, Event Management.

• MARS WRIGLEY. Local marketing, merchandising and sales of chocolate, sugar, gum, mint products at Walmart.
• Galaxy Unmanned Systems. Development of branding, positioning, value proposition, website and social media.
• BuddyDog Productions. Production company produces comedy shows.
• Blackbird Pictures. Consultant on NASA segments for “Kennedy” – a six-part documentary exploring life and legacy of John F. Kennedy. Premier 2023.
• Mental Health of American – Indiana Recovery Council. Developed and launched “Stigma Never Helps” TV and social media campaign. Train and support state-wide community outreach coordinators on use of program resources.
• Squadron Shirts. Marketing for WWII historic aviation clothing.

Director of Marketing and Digital Strategy. July 2008 – July 2018

ACADEMY OF MODEL AERONAUTICS (AMA), Muncie, Indiana (Indianapolis)

World’s largest organization for people that design, build and fly model aircraft, UAVs and drones. 195,000 members. $12M nonprofit founded in 1936. Staff reports 4. Work with Board of Directors and Marketing/Membership Advisory Group.

• Planned and launched new membership acquisition and retention strategy based on increasing membership value proposition. Reversed a 9-year membership decline resulting in 7 consecutive years of growth. Increased membership 34% from 145,000 to 195,000. Equates to $3.7 million annually. Highest number of total members since 2002. Developed branding and integrated marketing strategy across departments: membership, publications, museum, education, media and via our 2,400 AMA flying clubs and multi-channel industry partners.
• Developed digital media strategy, customer experience journey, content and storytelling, Google AdWords/Analytics, lead generation, customer acquisition and retention, conversion tracking, blogs, Facebook, Twitter, Instagram, YouTube, e-commerce, RIO/metrics, SEO/SEM, Salesforce Marketing Cloud/CRM and journey builder.
• Partnered with EAA Young Eagles and created free dual youth membership. Generated 60,000 youth members via marketing, social media, community and educational outreach. Launched AMA Flight School to engage youth and educators in model aviation, activities, events, STEM programs and aviation/aerospace career guidance. Awarded $30,000 in college scholarships annually.
• Event management, revitalized, planned and directed AMA Expo East and West, the largest model aviation and UAV/drone industry and consumer trade shows in the country. Exhibitor sales, sponsorships, promotion, industry speakers. Exhibitors: 200. Attendance: 12,000. Budget: $500K each
• Packaged all media properties, events, partnerships, sponsorships and developed co-branding and strategic alliances with Alcoa, Best Buy, U.S. Bank, Motel 6, CHASE Bank, Applebee’s, Gorilla Glue, Toyota, Affinity Travel Partners, Nationwide Insurance generating over $1 million. Developed strategic alliances with EAA, NASA, AOPA, Civil Air Patrol.
• Planned and launched national co-marketing promotion with Best Buy “Free AMA membership with purchase of drone.” Three-month launch generated 1,485 new members and $110,000 in dues revenue.
• Created and launched commercial drone insurance for business operations using drone technology. Three-month social media launch generated 27,000 unique page visits. 4,300 leads. 1,780 quotes. 950 policies and memberships.
• Created and launched “Know Before You Fly” program to promote safe and responsible drone flying. Adopted by FAA. Member of government relations team working with FAA, Congress, state and local governments to keep model flying exempt from regulation

Executive Committee – Board of Directors – Executive Vice President. 2005 – 2008

USS INDIANAPOLIS MUSEUM, Indianapolis, Indiana

Responsible for acquiring museum location Indiana War Memorial, working with Governor’s Office and U. S. Navy Representatives. Strategic planning, marketing, fundraising, public relations, artifact acquisition, educational initiative and community outreach.

Senior Manager, Delta Brand Marketing and Advertising. 2004 – 2005

Delta Faucet Company. A MASCO Company, Indianapolis, Indiana

Developed new consumer, trade marketing and advertising programs to support over $600 million product portfolio with annual growth of 7%. Member of The Home Depot and Lowe’s retail team representing brand marketing.  International brand marketing responsibility for sister company Hansgrohe, AG (Germany) launch of European product line to North America. Managed U.S. product engineering, development, market research, branding, marketing programs. Budget: $50M.

Director of Marketing. 2000 – 2003

Armstrong Garden Centers, Inc., Glendora, CA (Los Angeles)

Largest regional garden center retailer with 35 locations. Sales: $115M. Budget: $3M. Staff: Four

Developed and launched new, integrated branding strategy and advertising programs. Same store sales increased 25% weekly. Strategy included consumer research, advertising, direct marketing, packaging, public relations, Internet, visual merchandising, customer relationship management (CRM), cross category promotions and new store grand openings.

Director of Marketing. 1994 – 2000

Wild Birds Unlimited, Inc., Carmel, Indiana (Indianapolis)

Franchisor of backyard bird feeding and nature retail stores. 300 locations. Sales: $100M. Budget: $5M.

Company’s first Director of Marketing and responsible for developing long-range marketing and branding strategies to position company as industry leader in the $2.5 billion bird feeding products and nature retail category. Marketing staff of seven for in-house marketing department, product, sales, advertising and public relations.

Branding strategy contributed to an increase in annual same store sales of 12% up from 3%.  Sales increased $55 million to $100 million with over 30 straight months of increased sales. Expanded stores from 80 to 300. Directed the franchise recruitment marketing, profiling and identifying best prospects, expanding media and creating retail site selection process using geodemographic market research.

Manager, Marketing Communications and Advertising 1991 – 1994

Carrier Corporation – HVAC, United Technologies, Indianapolis, Indiana

Directed strategic brand marketing, national advertising and sales support for the three brands with sales of $266M. Managed national, distributor, dealer advertising. Budget: $50M. Sales increased from $211M to $270M with a 2% increase in market share. Brand awareness increased from 43% to 47% (Bryant) and 34% to 39% (Day & Night).

• Negotiated contract and managed Indianapolis 500 Indy Car sponsorship. Created national distributor and dealer recruitment marketing program and national sales contest.

Education

BA, Major: Communications, Minors: Marketing & Theater, Indiana University

Awards

EAA Young Eagles Horizon Partnership Award. 2014

EMMY, “Wings Over Indiana” 2013

Telly Awards (1) Armstrong Garden Centers TV Commercial (Concept/Writing)

John Breuer Memorial Volunteer Award, Alzheimer’s Association, Los Angeles

Telly Awards (3) Wild Birds Unlimited TV Commercials (Concept/Writing)

New York Film Festivals, Bryant Heating & Air Conditioning (Client/Writing)