david roost - hilti interview

DAVID [email protected]

DAVID [email protected] | 858-361-9237 | 3144 carnegie ct. | san diego ca, 92122

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ACCOMPLISHMENTS ● Increased membership from 957 to 3,825. Doubled revenue via student tickets/fees from $1.9 M to $4.3 M ...... Fresno State ● Wrote policy to increase annual departmental revenue by 62%, a boost of + $453,000 ......................................... Zona Zoo ● Social media campaign push, Facebook “likes” grew by additional +10,000 (≈ 6,000 to ≈ 16,448) .................... Fresno State ● Cold-called +$17,000 in new ticket sales revenue in 35 days ...................................................................Arizona Cardinals ● Boosted internal operating budget by + $70,900 .................................................................................................... Zona Zoo ● Efficient fundraising solicitor, securing a donation on 25% of all calls ...........................................................Wildcat Club ● Improved Men’s Basketball conference game attendance by + 26.7% .................................................................. Zona Zoo

SPECIALIZATIONS

EXTERNAL RELATIONS SPECIALIST ....................................................................................... Aug. 2010 - Dec. 2012 Fresno State Athletics Department, Fresno, CA ● Coordinated marketing, budget management and implementation, for NCAA division I equestrian and women’s lacrosse. Execution of sponsorship obligations, promotional videos, fan experience, community outreach, game-day management. ● Expanded the attendance at home events as the coordinator of the Dog Pound student section and ticketing program. ○ Built sponsor relationships, secured local and national sponsors. Created and executed promotional calendar. ● Project manager of the “look and feel” of all things Fresno State Athletics, including: ○ Website design, identity development, photography, promotional conceptualization, user design experience, branding, social media, direct mail, television & newspaper ads, brochures, email newsletters, posters, and signs. ● Created highly persuasive sales and marketing presentations for internal use, commercial use, and fundraising use. ● Responsible for design, creation, and management of all publications, including16 large-scale media guides per year. ● Artistic leadership across all print and digital media, establishing consistency in graphic design, conceptual direction, layouts, typography composition, font and color management.

SEASONAL TICKET SALES ACCOUNT EXECUTIVE ...........................................................Jun. 2010 - Jul. 2010 Arizona Cardinals Football Club, Glendale, AZ

ANNUAL GIVING INTERN & AMBASSADOR .........................................................................Aug. 2009 - May. 2010 Wildcat Club - University of Arizona Athletics Department, Tucson, AZ

ZONA ZOO EXECUTIVE DIRECTOR .......................................................................................... May 2007 - May. 2009 University of Arizona Athletics Department & Associated Students ,Tucson, AZ

● Appointed two consecutive terms as CEO of the nation’s largest student-run student section and ticketing program for college athletics, representing 12,000+ student members. ● Wrote, proposed, and negotiated strategic all-inclusive student-ticketing policy contracts. ● Hired and trained 80+ members while designing a cross-functional team structure. ● Developed brand identity, integrated marketing communications plan, and oversaw email newsletter to +19,000 students. ● Established the Zona Zoo merchandise line, resulting in a 2.5% royalty and distribution to multiple local retail locations.

EDUCATION .............................................................................................................................................................Aug. 2005 - May. 2009 The University of Arizona, Tucson, AZ ● B.S. | Major: Resource Economics and Management | Minor: Business Management/Marketing ○ Recipient: Arizona Excellence Scholarship | Merit-Based Scholarship

● New Revenue Generation● Strategic Creative Thinker● Marketing/Branding

● Sales/Fundraising● Graphic Design/Illustration● Photography

● Event Coordination● Social Media● Media Relations/PR

● Publications● Fast Learner/Adaptable● Team/Budget Management


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REFERENCES

STEVEN KENYONDirector of Community RelationsSan Francisco City Football Club

[email protected]

ALLISON SLATERMarketing CoordinatorFresno State Athletics

[email protected]

PAUL LADWIGSenior Associate Athletics Director for External Relations

Fresno State Athletics559-278-2608

[email protected]

DREW ST. AUBINAssistant Director, Aztec Club

San Diego State Athletics619-594-5162

[email protected]


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As the External Relations Specialist for Fresno State, I had the pleasure to hire and oversee David Roost. I consider David to be a hardworking, creative and driven individual, and one who was a pleasure to have in the office each day. During the time that he worked at Fresno State and the entire time I have known him, I have concluded that he is more than capable of exceeding in his chosen profession and has tremendous growth potential. I would like to recommend David as a candidate for the Account Manager position with Hilti. David was a dedicated member of his team and committed countless hours of time to promote and enhance Fresno State Athletics through both of his positions. He not only worked with members of this unit to create superior fan experiences at our events, but also developed and implemented policy and procedures to bring new ideas to the fans, alumni and students. David’s leadership and organizational skills were invaluable to our game day activities and long term marketing goals, some of which he developed from the ground up. In my opinion, David has an unwavering devotion to his work and exemplifies a strong work ethic, high academic success and tremendous character. He is a trustworthy individual and would be an excellent candidate for this position at Hilti. Sincerely,

PAUL LADWIG SENIOR ASSOCIATE ATHLETICS DIRECTOR/EXTERNAL RELATIONS

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SUPPLEMENTAL MATERIALS ............................SALVAGED WOOD CRAFTSMAN

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SUPPLEMENTAL MATERIALS ............................SALVAGED WOOD CRAFTSMAN

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SUPPLEMENTAL MATERIALS .........................................................PROJECT MANAGER

DOG POUND STUDENT SECTION & STUDENT TICKETING PROGRAM

The “Dog Pound” is the official student sec-tion and student ticketing program for

Fresno State athletics. As the coordi-nator of the program, the Dog Pound grew a name for itself, as a brand, and as a recognized student section. Through creative branding, effective marketing and strategic sales tactics, revenue from this student tickets and fees increased substantially during the period David Roost was involved.

2012

-13

ALL

SPORTS

PASS

ALL SPORTS PASS INCLUDES:

ALL FOR ONLY $60

2012 HOMEFOOTBALL SCHEDULE

*Dog Pound All Sport Pass Holders will have their Football tickets loaded onto their Fresno State Student ID. No more dealing with paper tickets, simply have your Studen ID barcode scanned at Fresno State Football games, to gain admission and accumulate Dog Pound Rewards Points.** Admission to all other regular season athletic events is available on a firstcome, first serve basis. Limited seating is available to students to all athletic events.

Payment Method:

Visa MasterCard AMEX Discover

Name On Card _____________________________________

Card Number __________________________________________

Expiration ________________ Security Code ____________________

Address (if different than previous) _____________________________

City ___________________ State _____ Zip ____________City ___________________ State _____ Zip ____________

Signature _________________________ Date ______________

Name ____________________________________________

Address __________________________________________

City ___________________ State _____ Zip ____________

Daytime Phone Number (______) ____________________

Student ID Number ________________________________

Email Address _____________________________________

School Email Address_____________________________School Email Address_____________________________

Year In School . Fr. . So. . Jr. . Sr.

T-Shirt Size . Sm. . Md. . Lg. . Xl.

@mail.fresnostate.edu

2012-13 DOG POUND MEMBERSHIP FORM

GOBULLDOGS.COM

WEBER STATESEP. 1

COLORADOSEP. 15

SAN DIEGO STATESEP. 29

HAWAI’INOV. 3

WYOMINGOCT. 20

AIR FORCENOV. 24

R² = 0.9249 $1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

$4,500,000

$5,000,000

2009 2010 2011 2012

Student Revenue From Tickets & Fees

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SUPPLEMENTAL MATERIALS .........................................................PROJECT MANAGER

ZONA ZOO STUDENT SECTION & STUDENT TICKETING PROGRAM - ARIZONA ATHLETICS

The “Zona Zoo” is the official student section and student ticketing program for University of Arizona Athletics. As a student, David Roost was organization’s chief executive officer, overseeing the Zona Zoo program, the nation’s

largest student-run student section and ticketing program for college athletics, representing 12,000+ student members.

TOP ACCOMPLISHMENTS (2007-2009)

1. Wrote, proposed, and negotiated strategic student-ticketing policy contracts, including: Boosted internal operating budget by + $50,900 through revenue sharing agreements and

corporate sponsorships.

2. Introduced policy for an all-inclusive sports pass and dynamic pricing scheme. Resulting in increased annual departmental revenue by 62%, a boost of

+ $453,000.

3. Redesigned men’s basketball ticketing strategy. Improved conference game attendance by + 26.7%

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SUPPLEMENTAL MATERIALS ..................................................SALES PRESENTATIONS

THE BULLDOG FOUNDATION | THE HOOP CLUBP.O. BOX 26267FRESNO, CA 93729-6267

There are many things that separate Fresno State Women’s Basketball from so many oth-ers. Including the tradition of winning conference championships and 5 straight NCAA tour-nament appearances. Perhaps one of the most obvious is the support our women receive from people like you. We are proud that our attendance ranks as the 2nd highest in the state of California for collegiate women’s basketball. Not only do your cheers fuel us onto victory, but it does a tremendous amount in validating what our team is trying to do for Fresno and the San Joaquin Valley.

We invite you to be a part of the Hoop Club, which directly benefits Fresno State Women’s Basketball student-athletes and the continued growth of our program. Just as your financial support is important, your time and effort are essential to our student-athlete’s success on and off the court. The Hoop Club is one of the best college women’s basketball sport clubs in the country and we are excited to see it grow even more in years to come. Again, thank you for your support of Fresno State Women’s Basketball. As always, cheer loud and proud and we will see you in the SaveMart Center.

Go Dogs!Raegan Pebley, Head Coach

THE HOOP CLUB

THE H

OOP

CLUB

2012-13 FRESNO STATE WOMEN’S BASKETBALL

DEAR BULLDOG WOMEN’S BASKETBALL FAN

Hoop Club Brochure 2012-13.indd 1 9/18/2012 5:14:22 PM

THE BULLDOG FOUNDATION | THE HOOP CLUBP.O. BOX 26267FRESNO, CA 93729-6267

There are many things that separate Fresno State Women’s Basketball from so many oth-ers. Including the tradition of winning conference championships and 5 straight NCAA tour-nament appearances. Perhaps one of the most obvious is the support our women receive from people like you. We are proud that our attendance ranks as the 2nd highest in the state of California for collegiate women’s basketball. Not only do your cheers fuel us onto victory, but it does a tremendous amount in validating what our team is trying to do for Fresno and the San Joaquin Valley.

We invite you to be a part of the Hoop Club, which directly benefits Fresno State Women’s Basketball student-athletes and the continued growth of our program. Just as your financial support is important, your time and effort are essential to our student-athlete’s success on and off the court. The Hoop Club is one of the best college women’s basketball sport clubs in the country and we are excited to see it grow even more in years to come. Again, thank you for your support of Fresno State Women’s Basketball. As always, cheer loud and proud and we will see you in the SaveMart Center.

Go Dogs!Raegan Pebley, Head Coach

THE HOOP CLUB

THE H

OOP

CLUB

2012-13 FRESNO STATE WOMEN’S BASKETBALL

DEAR BULLDOG WOMEN’S BASKETBALL FAN


SUPPORTING AND ENHANCING THESTUDENT-ATHLETE EXPERIENCE

-POST GAME WRAP UP WITH COACH PEBLEY

-SCOUTING REPORT HANDOUT BEFORE EVERY GAME

-HOOP CLUB NEWSLETTER

MEMBERSHIPBENEFITS OFCLUB DONATION

DOLLARS AT WORK

KI-KI MOORE

2012 WAC CHAMPIONS

THE HOOP CLUB(JULY 1, 2012 - JUNE 30, 2013)2012

2013

NAME (S)

ADDRESS

CITY/STATE/ZIP

HOME PHONE MOBILE PHONE

NAME ON CARD

CARD # EXPIRATION DATE

SIGNATURE

E-MAIL ADDRESS

MEMBERSHIP APPLICATIONINDIVIDUAL MEMBERSHIP $ 50.00

FAMILY MEMBERSHIP $ 100.00

CORPORATE MEMBERSHIP $ 200.00

SENIOR MEMBERSHIP (62+) $ 35.00

PROJECT FUND DONATION $

TOTAL $________

CHECKS PAYABLE TO: THE BULLDOG FOUNDATION / HOOP CLUBP.O. BOX 26267, FRESNO, CA 93729-6267 FAX: (559) 278-5850 PHONE: (559) 278-7160

Sport Clubs are fan-based organizations established to increase enthusiasm for Fresno State teams and enhance the student-athlete intercollegiate experience and are operated through the Bulldog Foundation. Sport Clubs provide assistance to Bulldog

Teams through memberships and fan based activities. Though Sport Clubs are not primarily fund raising organizations, they may provide resources for designated projects approved by the athletics department.

YOUR DOLLARS HAVE CONTRIBUTED TO THESE PROJECTS:

SAVE MART CENTER LOCKER ROOM UPDATES

NEW LAPTOPS AND UPDATED SCOUTING SOFTWARE

TEAM TRAVEL, INCLUDING TRIPS TO NEW YORK AND AUSTRALIA

TEAM BUILDING PROGRAMS AND ACTIVITIES

ONGOING SPONSORSHIP OF EVENTS AND ACTIVITIES FOR BOTH THETEAM AND FANS, INCLUDING THE ANNUAL AWARDS BANQUET DINNER,

THE ICE CREAM SOCIAL, AND MUCH MORE


SUPPLEMENTAL MATERIALS ....................................................................DESIGN

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SUPPLEMENTAL MATERIALS .........................................MARKETING CONSULTANT

and memories of what is enjoyable and what is not. This part of the brain is responsible for our decision-making, and it has no capacity for language. We often do things simply because they “feel right” and we are hard pressed to explain exactly why.

Working off this conceptual framework, I offer the following:

Stadio won’t sell itself to a business because it’s what the business wants, but rather because it’s what the customers want. Stadio can differentiate itself by engaging with its customers in such a way that they feel emotionally connected to the brand.

A business needs to differentiate itself by engaging with its customers, connecting with them socially and causing an emotional reaction through its communications. This emotional connection is what drives people to take action. The social era will reward those who realize they can’t create this value by themselves. This is where Stadio comes in.

“everything we do is driven by our passion to connect people. The best moments in life should be shared, and we believe that bringing people together is an essential need. We support this

idea by; helping customers utilize their mobile devices, and businesses engage their followers,

gain analytics and monetize their Wi-Fi. We just happen to sell effective and competitively priced

wireless technology. Want to buy one?”

Marketing Message - aFter

Consumers make decisions because of how a brand makes them FEEL. This is why as a business, we need not ask ourselves “What are we selling?” but more importantly, “Why are we selling it?”

We are drawn to things that feel right, that feel good, often without being able to explain exactly why. The limbic system is responsible for this. This is the area of the brain that processes feelings, motivations, experiences

Feel the difference? This is why – in my opinion – Stadio needs to share its goal on an emotional-level FIRST. Then share how its products/services accomplish that goal. This emotional-level message needs to be delivered consistently in every sales pitch, website page, printed material, advertisement, etc.

When a customer uses Stadio, they are doing something social and fun; while at a game, a concert, a restaurant, doing fun things. Stadio needs to carry this spirit into the center of its brand.

“Stadio specializes in helping businesses monetize their Wi-Fi. Our wireless

technology is effective and competitively priced. Our software is designed to

help your customers utilize their mobile devices and we provide fan engagement

and vital customer analytics.Do you want to buy our product?”

Marketing Message - BeFOre

STADIO MArkeTIng cOnSulTIng nOTeS

At the end of the day people won’t remember what you

said or did, they will remember how you made them feel.“ ”-Maya Angelou

This is a one page summary of a marketing consultation created for Stadio wireless. February 2015.

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SUPPLEMENTAL MATERIALS .........................................MARKETING CONSULTANT

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Marketing, Social Media & Public Relations Strategic Plan Coronado Brewing Company

“Products are created in the factory, but brands are created in the mind.” Marketing Relationships “Why should I buy Coronado beer?” This is the most important question we must answer. Through research, strategy and planning we will answer that question by developing a Position Strategy – this will be our guiding light in marketing. Once the position strategy has been chosen, we must take strong steps to deliver and communicate this position to our targeted consumers. It is absolutely vital that our marketing communications be organized and integrated, so we can deliver a consistent message that reflects this positioning strategy. This strategy will be reflected in how we brand our product through marketing, social media and public relations. Below is a brief outline of how that process will go.

- Segmentation opportunities o It starts with research, analysis, and data collection. o Develop profiles and bases for identifying each market segment to best view the market

structure. Thus dividing up the segments we need to market to by location, by demographic information, by psychographic and behavioral information.

- Target marketing o Identify which segments provide the biggest growth potential and which have the highest value

so we can target the segments we desire most. - Positioning for competitive advantage

o The place our product occupies in our consumers’ minds relative to our competitors. o It is necessary to identify what makes CBC differentiate itself from its competitors; this requires

thorough research, thought, and careful planning. o What differentiates CBC from the others…? What value do we offer that’s better than the rest?

How can we offer this value in a way that is difficult for our competitors to copy? - Integrated marketing communications

o Everything we do must communicate and support the ideals of our positioning strategy. This message needs to be clearly understood company-wide so we can all rally around the same ideal. From the experience our bartenders give our customers, to the way the media covers us, to the stories we tell on social media, the way we communicate with the world needs to support this ideal too.

Social Media & Public Relations Mission: - In order to support the ideals of our Positioning Strategy, we will utilize the media, and our social media

to communicate our message to the world. Social media and public relations are intertwined and need to support each other always. By doing so we build relationships with them, understand them, and offer more value to them.

This is a one page summary of a marketing plan created for Coronado Brewing Company. January 2015.

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SUPPLEMENTAL MATERIALS ...................................................MARKETING & EVENTS

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SUPPLEMENTAL MATERIALS ...................................................MARKETING & EVENTS

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SUPPLEMENTAL MATERIALS ..................................................................PHOTOGRAPHY

david roost - hilti interview

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