1. MIKAELA YEAGERPROJECT PORTFOLIO
The pieces included in my portfolio showcase my skills
in marketing communications, strategic planning,
public relations, social media, multi-media advertising
and graphic design.

2. “MY PATH” NEW STUDENT GUIDEBOOK
In summer 2016, new students at
Clarkson College became the first class
to receive the “My Path” guidebook.
The objective of this piece is to help
incoming students be successful as they
prepare for and endure their first year
of College.
The 46-page guidebook discusses
everything from new student
orientation and registration to parking
and health and safety requirements.
With this guidebook at their side,
students are much more likely to be
aware of the resources and services
available to them and the many ways
they can reach their potential in their
first year and beyond.
View the online version of the
“My Path” New Student Guidebook.

3. HIGH SCHOOL JUNIOR PIECE
The Clarkson College Marketing
department designed a recruitment
piece that exclusively targets high school
juniors who have an expressed
interest in health care. The piece gives
the students a glimpse inside the culture
at Clarkson College without inundating
them with in-depth details about
academic programs, tuition, financial aid,
etc. The goal of the High School Junior
piece is merely to entice college-bound
students to take the next step, i.e. visit
the Clarkson College website and request
more information, plan a campus visit
or attend an upcoming Preview Day.
When writing the copy for this piece,
I maintained the solemn yet inspiring
Clarkson College brand voice, while
also infusing a touch of humor and
light-heartedness to gain the appeal
of a younger audience.
View the full version of the
High School Junior Piece.

4. SEARCH PIECE
View the full Search Piece.
The Search Piece is the Clarkson
College version of a view book,
making it the primary recruitment
tool for the Admissions staff and
academic outreach liaison.
My responsibility for the piece
was to provide an accurate yet
concise depiction of Clarkson
College, laying out fast facts and
differentiators, a synopsis of each
health care program, ways to get
involved on campus, financial aid
and scholarship information,
benefits of living on campus
and more.

5. PROGRAM BOOKLETS
View the full version of the
Graduate Nursing Booklet.
When the Clarkson College
Marketing department conducted
a rebranding project in 2010,
we designed an informational
booklet for each academic program
offered at the College. I worked
closely with the program directors
to gather pertinent information
to include in the booklets.
While factual, the content retains
the Clarkson College brand voice
and gives prospective students a
sense of the true character of
the institution.

6. 125TH ANNIVERSARY BOOK
Clarkson College celebrated its 125th
anniversary in 2013. In honor of this
milestone, we created a book filled
with archival photos and facts about
some of the institution’s most prized
moments in history. My task was to
write a short, compelling description
for each fact in the book. Clarkson
College employees and alumni who
attended the 125-year dinner
celebration each received a copy.
View the full version of the
125-Year Anniversary Book.

7. With the launch of a revamped
website in 2010, we needed to
refresh our web content and
intercalate the new brand voice.
In updating the content for each
webpage, we recognized the
importance of search engine
optimization to boost organic search
results, while also aiming to write
informative, easily digestible copy.
In my role, I update web content
regularly as programmatic and
institutional changes arise.
Clarkson College also has several
landing pages, which we often create
for specific campaigns or target
audiences. For the “Be the Best”
landing page (example on the right),
the content is geared toward high
school students. Striking images
of Clarkson College students,
faculty, staff and the campus
permeate throughout the webpage.
The copy is inviting and laconic so
viewers can stay engaged and feel
enlightened upon leaving the site.
WEBSITE & LANDING PAGES
View more of the
Clarkson College website.
View the full
Be the Best webpage.

8. E-MAIL CAMPAIGNS
View the interactive version of this
e-mail campaign.
One of the main recruitment and
communications tools used at
Clarkson College is an online
e-mail campaign service equipped
with comprehensive tracking
capabilities. The custom templates
are branded so recipients can quickly
identify each campaign as a
communication from Clarkson
College. We use this tool to
communicate with all of our target
audiences, including current students,
employees, alumni, prospective
students and partners.
The sample campaign to the right
was sent to ACT test-takers in high
school who indicated an interest in
a field of health care offered at
Clarkson College. In it, I provided
an introduction to Clarkson College
and gave prospective students the
option to click to learn more or to
plan a campus visit.

9. Current Student & Why Clarkson College Videos
In spring 2014, Clarkson College
launched a series of online videos
that feature interviews with
various current students.
Although we worked with a local
video production company to
produce the videos, I was charged
with the responsibility to coordinate
which students would “star” in the
videos and prepped them with
questions and talking points to
consider for the interviews.
The following fall, we utilized
footage from the online videos to
create spots for a three-month TV
campaign. The spots aired on major
networks, targeting high schoolers,
community college students, and
parents of prospective students.
View the online videos.

10. EMPLOYEE NEWSLETTER
The Alumni Times is a quarterly
alumni magazine, and the Maltese
Crossing is a bi-weekly employee
e-newsletter. I serve as the primary
writer and editor for both
publications. For each issue, I am
responsible for creating a story board,
conducting interviews, taking photos
and writing the respective articles.
View the full Summer 2016 issue
of the Alumni Times
View a recent issue of the
Maltese Crossing

11. MEDIA RELEASES
One of my essential job functions is
to serve as the primary media contact
for Clarkson College. This role entails
writing and submitting news releases
to all of the appropriate media
outlets. Congratulatory
announcements for graduating
students, scholarship recipients
and students named to the dean’s
list are sent each semester, and alerts
of any major achievements or events
at the College are sent accordingly.
The media release on the top right
is notification of a top ranking
Clarkson College recently received
by U.S. News & World Report.
I wrote and submitted the media
release below for a fundraising event
held for Partnership for Autism Career
Employment, which is a subsidiary of
Autism Action Partnership of Omaha.
Part of my duties as a PACE volunteer
entail generating publicity for public
fundraising events.
Both media releases received a
response and coverage from the
Omaha World-Herald.

12. MARKETING PLANS – NEW ACADEMIC PROGRAM LAUNCH
In fall 2016, Clarkson College became
one of the first institutions in the
region to launch a Physical Therapist
Assistant (PTA) Bachelor’s degree
program. I developed the following
marketing plan as a framework for
generating awareness and recruiting
students to apply to the program.
The integrated plan includes print,
web, digital, social media, and public
relations strategies.
I discussed and finalized the plan with
the PTA program director and then
communicated project duties with the
graphic designer and website
coordinator to ensure all of the tactics
outlined in the plan would be com-
pleted by the expected deadlines
with time for the program director to
review and approve each item.

13. PUBLIC RELATIONS PROPOSAL – RAILS-TO-TRAILS CONSERVANCY
In my Advertising & Public Relations
Issues & Strategies Master’s degree
course, my final project entailed
creating a high-level public relations
plan for an existing social service or
non-profit organization. In the PR
plan I developed for the Rails-to-Trails
Conservancy, which is dedicated to
creating a nationwide network of
trails from former rail lines, I propose
endorsing a corporate bicycling com-
pany to sponsor one-year anniversary
celebrations of newly-built rails-to-
trails systems across the U.S. The
objective is to build awareness of how
the new trail systems are benefitting
local economies, the environment
and the physical well-being of the
community.
View the full RTC Public Relations
proposal.

14. MARKETING PLANS – CLARKSON COLLEGE SOCIAL MEDIA
For my Social Media & PR Theory
graduate course at UNL, I developed
an updated social media plan for my
current employer, Clarkson College.
Strategic employment of a social
media plan will foster greater
awareness of the Clarkson College
brand among prospective students
and the public at large. Additionally,
positive social interaction with
current students, faculty, staff,
alumni, key influencers and thought
leaders in the community will glean
additional loyalty, support and pride
for the Clarkson College brand and its
Mission to prepare students to
professionally provide high-quality,
ethical and compassionate health
care.
View the complete Clarkson College
social media plan.

15. MARKETING PLANS – NEW PRODUCT LAUNCH
This marketing plan is a
comprehensive document that
outlines the strategy for launching
a new autonomous, battery-powered
lawn mower known as the
MondoMower. My group members
and I at the University of Nebraska—
Lincoln conducted extensive market
research and situational analyses to
formulate practical yet aggressive
marketing and advertising objectives;
research and development efforts;
and segmentation, promotion,
distribution, and pricing strategies.
View the full MondoMower
Marketing Plan.

16. MARKETING PLANS – JCPENNEY BRAND LAUNCH
A final project assignment for one of
the courses in my Integrated Media
Communications master’s degree
program at UNL entailed writing a
brand re-launch proposal for
JC Penney. The attached proposal
outlines the history of the JC Penney
brand, its current standing and
concepts to redeem the brand’s
image and perceived quality.
View the full JC Penney Brand
Relaunch Plan.

17. MARKETING RESEARCH PROJECT – INCREASING ALUMNI GIVING
This research study was conducted by
graduate students of the University
of Nebraska–Lincoln College of
Journalism & Mass Communications
and sought to find effective
marketing and communication
methods for propelling alumni of
varying generations to become
and/or maintain a loyal and
supportive connection with their
alma mater.
View the full research study.

18. “The Path” Video
View “The Path” video on the
PrepareToBeTheBest microsite.
With the unveiling of the new
Clarkson College brand in 2010,
we worked with a local agency to
create an inspirational video
dedicated to those who work in
the field of health care. I was
privileged with the opportunity
to write the copy for this video,
which has been shown at various
pinning and graduation ceremonies
since its release.

19. FACEBOOK PAGE
View the Clarkson College
Facebook page.
A shared responsibility in the
Marketing department is maintaining
the Clarkson College Facebook page.
After attending a higher education
marketing national conference in
November 2012, and sitting in on
various sessions related to social
media, we implemented a
strategic plan to increase the
number of “Likes,” reach, visits
and engagement of our Facebook
followers.
As displayed in the graph to the right,
we nearly doubled in “Likes” and
more than quadrupled in total reach
in a two-year period.
To celebrate reaching 1,000 “Likes,”
we held a contest for a free mini iPad.
Students and alumni who answered
a question about their experience at
Clarkson College were eligible to win.
The page now has more nearly 2,100
follwers.

20. GOOGLE ADWORDS & ANALYTICS
Over the last two-and-a-half years,
Clarkson College has leveraged online
advertising through Google AdWords
pay-per-click (PPC) campaigns.
In spring 2013, I was given the
responsibility to set-up the
campaigns, which includes creating
keyword lists, ad groups and ad copy
for Google search networks. I monitor
the campaigns daily and make
adjustments based on performance
and opportunities.
In fall 2015, I created an AdWords
campaign for the Health Care
Business program. The top right
Google Analytucs graph compares
the total pageviews the program’s
webpage received in that time period
versus the number it received
during the two-week period prior
to the campaign’s launch. Entrance to
the webpage increased by 800%, and
the average time spent on the page
increased by 40. 37%.
Below the Google Analytics report are
two examples of search ads I created
for the Health Care Business program.

21. FACEBOOK ADS
Clarkson College has recently
starting investing more advertising
dollars in targeted Facebook ads.
By utilzing e-mail addresses provided
in our Request More Information
forms, we can create custom
audiences for who the ads will serve.
The ads to the right launched in April
2016 and are promoting the RN to
BSN program. They appeared on the
Facebook news feeds and Instagram
pages of those who inquired to the
program within the last six months.

22. RESIDENCE HALL VINYL
This past year, we took on the task of
livening up the communal areas of
the Clarkson College Residence Hall.
The idea was to give the walls a
personality that was fun, caring and
a little cheeky. We came up with
more than 20 sayings to display
throughout the three floors.
I prepared the artwork for print
and worked with a graphics display
company to complete the
installation.

23. T-SHIRT DESIGNS
As both the Marketing Specialist at
Clarkson College and as a volunteer
for Partnership for Autism Career Em-
ployment, I am responsible for design-
ing T-shirts for a multitude of events
and fundraisers. Once the design is
finalized, I work with a local T-shirt
vendor to process each order.

24. STUDENT ACTIVITIES POSTERS
Clarkson College hosts a slew of
on-campus activities each year.
As marketing respresentative on the
Student Activities, I create a
promotional poster for each event
to display throughout campus and
on various social media channels.