Spring Course Offerings/DescriptionsBSNS 1050 – 01 Business as a Profession BSNS 4550 – 01 Advanced Marketing Communications BSNS 4440 – 01 Senior Marketing Seminar
Office HoursBy appointment
Bio & Curriculum Vitae
My teaching philosophy is based on my opinion of the true purpose of the college experience, which is three-fold: to grow as an individual, to learn to be a lifelong learner, and to be well-prepared for a profession for which the learner has a great passion. As a marketing communications professional with a branding background, my approach is to first understand my audience and develop a messaging strategy that will truly reach them. My primary target market is the student and my goal is to provide superior customer value – a learning environment that engages students through lectures, case studies and experiential activities, and prepares them for success in their future career.
The best professors lead with the interest of the student and the university at heart, and the most important thing I can give is a strong foundation in the subject matter I teach and a true desire to learn more in the future. This promotes a broader view of the world in which they are a part and the small but crucial role they will play in it. This is why I feel strongly that students should receive a liberal arts education.
Students learn best when they are actively engaged and they enjoy learning when they feel connected to both the educator and the material. As sure as they are motivated by grades and the prospect of graduation; students are also energized by personally relevant course material and serving as a valued contributor to the learning process. Good teaching practices ease student apathy.
Professional Profile
I specialize in the areas of strategic communications, social media marketing (Web 2.0), brand management, internal marketing, sports marketing, and integrated marketing communications.
I have experience working with Fortune 500 brands such as H&R Block, CBS, Coca-Cola Enterprises, General Motors, State Farm, The Hartford Financial Services Group and YUM Brands.
Professional Titles Held
· Students in Free Enterprise Sam Walton Fellow and faculty mentor (2007 – current).
· Assistant Professor of Marketing, Anderson University Falls School of Business, Anderson, IN.
· Senior Brand Strategist, Colvin Advisors, LLC, Indianapolis, IN.
· Associate Director of Brand Management, National Collegiate Athletic Association, Indianapolis.
· Regional Marketing Manager, H&R Block Worldwide, Kansas City, MO.
· Director of Marketing Communications, Harrington Bank FSB, Indianapolis, IN.
· Account Executive, Caldwell Van-Riper, Indianapolis, IN (now Marc USA).
· Media Planner/Buyer, EvansGroup, Indianapolis, IN (now Publicis).
Career Highlights
- Professional consultant for the Anderson University Branding Initiative to identify, develop, manage, and maintain the university’s brand image amongst key constituents and prospective students, and to develop an internal and external communications plan.
- Assisted in the development of a Global Business major and an Entrepreneurship major.
- Developed the Marketing Communications curriculum for the Falls School of Business.
- Serve as faculty advisor/mentor for 35 students (Falls School of Business).
- Developed a new course to improve the marketing communications concentration within the marketing major – Visual Communications & Production.
- Involved in interdisciplinary program development (e.g., music business)
- Member of the NCAA® Branding and Communications Leadership and Management Team.
- Primary liaison between national office staff and external partners, including creative services, print production, distributors and NCAA® member institutions while guarding the integrity of the NCAA® brand and all its intellectual property.
- Spearheaded the development of an NCAA® logo system to create brand consistency and consistent communication across all 88 annual post-season championships at over 700 predetermined sites.
- Leveraged organizational talents toward the collaborative ground-up development of an online work flow system and communications protocol for NCAA® branded materials. As part of this effort, launched Template Solutions™ for recurring creative needs, developed creative briefs for external partners for high profile creative projects (such as the Final Four® and the College World Series®).
- Developed a turnkey ordering, distribution and inventory system for NCAA® championship signage, including venue signage, field/court markings, tickets, posters, flyers, and other collateral materials.
- Managed all communications and contract development with Rich Clarkson & Associates, photographer of record for all NCAA® events.
- Achieved brand compliance from NCAA® member institutions and partners through education and training sessions about the brand architecture and diplomatically enforcing brand standards and guidelines. Served as the brand consultant to national office staff and member institutions.
- Led NCAA® brand management staff and budgets, including travel and professional development.
- Created long-term strategies to realize fulfillment of the Association’s five-year strategic plan, including a creative services action plan to address issues of concern, a plan to develop a brand ambassador (internal marketing) program, a membership outreach initiative and plans to communicate the NCAA® brand to new audiences.
- Negotiated and implemented a new photography contract with the NCAA® and Rich Clarkson & Associates in Denver, CO which resulted in large-scale efficiencies and cost savings.
- Participated in interviews and focus group research to aid in the development of an NCAA® brand positioning strategy and messaging campaigns.
- Developed strategic marketing plans, regional promotions and events, public and media relations plans and communications campaigns to drive acquisitions and aid in retention for H&R Block territories in Indiana, Kentucky, Tennessee, Virginia, North Carolina, South Carolina, Georgia and Alabama, emphasizing a local market feel and guerrilla marketing tactics.
- Planned and implemented pilot marketing programs to test new H&R Block products and services.
- Worked closely with the H&R Block Analytics Department for results tracking and measurement.
- Conducted market and competitive research to aid in strategic planning and provided regular feedback to H&R Block World Headquarters to identify best practices and recommendations for national trial.
- Initiated and nurtured business partnerships to enhance H&R Block’s brand and the bottom line.
- Created plans to cross-sell products and services for H&R Block Tax Services, Mortgage and Financial Advisors; focused retention & acquisition strategies on underperforming or new locations.
- As the first Regional Marketing Manager (RMM) for H&R Block Worldwide, developed the program from the ground up, and aided in the training of the inaugural team of RMM’s.
- Managed a team of eleven seasoned Public Relations Coordinators to plan and implement communications initiatives relevant to H&R Block’s focus on arts, education, health and community development, and identified programs to positively affect H&R Block’s brand image.
- Developed advertising, direct marketing, public relations and messaging campaigns for Harrington Bank; conducted research to define key target markets and develop communications plans.
- Developed annual marketing budgets; conducted media planning and buying; and revenue forecasting for Harrington Bank Retail, Mortgage, and Commercial & Investment Services.
- Account services for multiple advertising agency accounts, including: Hibernia National Bank (Louisiana’s largest bank – now Capitol One®), National Bank of Indianapolis (NBI), Cellular One (now Cingular), Winona Memorial Hospital, the Derek Daly High Performance Driving Academy, Elliott Company (manufacturers of polyisocyanurate foam core), the Bob and Tom calendar and other communications materials.
- Mass media planning and buying for Hardee’s Food Systems.
Technical Proficiencies
- MS Office
- Adobe Creative Suite 4
- MiniTab
Certification/Training
- Certified by the Center for Leadership Studies in the management practice of Situational Leadership®.
- Credentialed in People Skills by the Effectiveness Institute.
- Trained in Managing for Performance, Coaching for High Performance, Integrating Conflict and the Leadership Challenge by the Effectiveness Institute.
- Public & Media Relations training by Fleishman Hillard, part of Omnicom Group Inc., a leading global marketing and corporate communications company.
Professional Memberships
Professional & Academic Committees- Professional Development Committee (Anderson University Falls School of Business)
- Appeals Committee (Anderson University)
- Scholarship Award Committee (Anderson University Falls School of Business)
- Residential MBA Program Development Committee (Falls School of Business)
- Double Business Major Development Committee (Falls School of Business)
- Center for Entrepreneurship Development Committee (Falls School of Business)
- Global Major development committee (Anderson University Falls School of Business)
- Christian Business Faculty Association (CBFA) 2008 Conference Planning Committee (Anderson University Falls School of Business)
- American Cabaret Theatre Capacity-Building Project Committee (ACT)
Community Service - Active contributor to:Teaching Experience Business as a Profession (BSNS 1050)
This course is the freshman experience course for Falls School of Business majors. Through role play, case studies, class activities and lectures, students examine the multiple roles and responsibilities of business organizations in a capitalistic democracy. The course introduces the various functions of business (social responsibility, marketing, management, human resources, products/services development, global business, finance, accounting, information and technology and ethics), and explores the implications of viewing business as a calling and/or vocation.
Business Communications (BSNS 2550)
This course covers a broad range of communications topics including day-to-day written and verbal communications (e.g., e-mail etiquette, memos, letters, meeting agendas and minutes, formal presentations, requests for proposals, and blogs), preparing and presenting reports, interdepartmental communication, communicating across cultures (global communications and implications), communicating through mass media and social media, and ethical issues in corporate communications. Students gain an understanding of how important clear, effective communication is to business success. Emphasis is placed on proper grammar and form, the critical elements of tone, style, context, and nonverbal communication, and the importance of being a good listener.
Principles of Marketing (BSNS 2810)
This course studies how organizations of all sizes and types (including nonprofits) go about finding, getting, and keeping customers. Students learn how companies must understand customers’ needs, wants, aspirations, habits, and motivations. The course provides students with a survey of marketing, including its history, functions, and primary theories. Students examine how organizations meet customer needs through their marketing mix strategies (traditional and nontraditional) while operating within a dynamic, competitive, and increasingly global environment. Throughout the semester, students apply what they learn by working in teams to construct a comprehensive marketing plan for a new product they create.
Consumer Behavior (BSNS 3220)
This course develops an awareness of various aspects of consumer motivation and behavior, from the initial recognition of a consumer’s need/want to the ultimate decision to enter the consumption process (the acquisition, use and disposal of products and services). Students analyze the “dark side of advertising” with a focus on advertising ethics. The curriculum provides an understanding of the influences of business and the environment and how each affect consumer purchase patterns. Some like to call it the “psychology of marketing.”
Integrated Marketing Communications I (BSNS 3550)
This course gives students the opportunity to explore and experience the various forms of advertising and promotions that are part of an integrated marketing communications approach. Topics involve the examination of communications theory related to marketing as well as the practical applications of theory. The use of brand strategy, messaging, advertising (television, radio, out-of-home and print), direct marketing, sales promotion, internet marketing, public relations (and publicity); as well as other nontraditional promotional tools are considered in a holistic communication approach. Students learn the importance of all parts of an organization understanding marketing communications efforts and acting as one body with one voice (not just the marketing department). The ethical issues of advertising and public relations are explored in detail.
Visual Communications & Production (BSNS 3600)
In this course, students delve into the creative world of advertising, exploring specifically the areas of visual design and production. The intent of the course is to prepare individuals to work in the communications industry by providing them with an overview of common advertising and public relations agency lingo and an understanding of how to manage creative services and production. Students are exposed to common design software used in the industry (Adobe InDesign®, Illustrator®, Dreamweaver®, Photoshop®, and Flash®) and gain an understanding of the time involved in creating client materials (from conception to completion). Emphasis is placed on the basic tenets of color psychology, typography, copywriting, photography, proofing and production technologies. Students also have the opportunity to hear guest speakers from advertising and public relations agencies, printing companies, and radio and TV production facilities to learn first-hand the production phases of creative work. The outcome is students who are well-rounded and prepared for account services (or similar work) in the communications arena.
Integrated Marketing Communications II (BSNS 4550)
This course engages students in applying the foundational understanding of marketing communications (as taught in IMC I, a prerequisite for IMC II) to develop advanced abilities by creating an actual integrated marketing communications plan that includes: a comprehensive situation analysis, a complete creative brief outlining the creative strategy, the message strategy, a media plan, a recommended budget and suggestions for implementation and measurement. Students break into teams of five (5) and start the semester by forming their own “advertising agency,” which includes the name, logo and mission of the agency as well as branded materials (e.g., business cards, letterhead, Power Point templates, etc.) Each student fills a specific marketing management role (e.g., account services, media planning, research, public relations and creative services). Each team is matched with a real-life client whose goal is to use the information and recommendations their account team develops throughout the semester. Each team reports regularly to the Account Manager (professor) through a series of six status reports. The semester culminates with a formal written IMC plan delivered to the client and a “client pitch” in front of the client as a means to earn their business. Students finish the course with real-world experience and references to enhance their resumes.
Senior Marketing Seminar (BSNS 4440)
This is the senior capstone course for marketing majors in the Falls School of Business. It is taught from a career counseling perspective and students are considered prospective employees. It is expected that students will utilize the tools in the course to engage in job search and will end the semester with one or more attractive job offers. Students investigate and prepare for areas of career interest within the marketing arena and deal directly with marketing practitioners to gain a greater understanding of current marketing issues and topics. Students develop and perfect a cover letter, resume and a comprehensive portfolio of relevant projects and experiences. The semester wraps with in-person mock interviews between students and current marketing practitioners, wherein the student gains practice in presenting himself and his achievements (via portfolio presentation).
International Business (MBA)
This master’s level course focuses on the international dimensions of the business environment and practice. The importance of thinking globally and understanding cultural, business practice, and economic differences are explored through readings, class discussion, and a final research project. Emphasis is placed on intercultural communications. Students also explore the future of business through in-depth discussion of various topics and forecasts by futurists.
Marketing Strategy (MBA)
This master’s level course equips the business practitioner with the concepts, principles, and tools needed to develop a marketing approach to plan development. Students are encouraged to manage with a mindset of the “marketing orientation.” Practical application of marketing tools and theories are emphasized. The result is the ability to develop both a market strategy and marketing plan for their business.
Student Feedback - “I really appreciate the time and effort that you put into the class. It's much easier for me to reciprocate the effort that a professor shows towards the class… I think the best thing that I really will take away from the class, though, was a boost in confidence. When we presented and I brought up the website, there was no way I would have done something like that at the beginning of the class, but after meeting with the clients and the reassurance from you that we were doing well, I felt like I was able to have the confidence to bring that up. This was honestly one of the best group projects I have ever been involved in… Thanks again for the effort that you put into the class; it really has been beneficial to me on a personal level.” – Brody Grimes, Advanced Marketing Communications, Fall, 2007, December 2007 graduate.
- “Great professor! Very respectful to students. Great real world experience!” – Senior Marketing Seminar, Spring 2007.
- “God has given you an excellent teaching gift, and it is neat to see that He brought you into it.” – Nate Deardorff, May 2007 graduate.
- “Seriously, you really are the best advisor I’ve ever had (and I’ve had a lot). I really feel like I have had more help and guidance from you in our past two short meetings than ever; thank you so much.” – Jon Bausman, May, 2009 graduate.
- “Prof. Colvin is awesome! She knows how to relate to her students. I appreciate the fact that she is there for her students outside of class.” – Kellie Woods, May 2009 graduate.
- “I enjoyed your kindness and enthusiasm this semester…I’d heard good things about you from last semester and you lived up to those expectations!” – Jenn Neuberger, May 2007 graduate.
- “Good job, FSB, for picking Professor Colvin as a new marketing prof. She does a lot of interesting activities with the class. I appreciate having her as a teacher.” – Stacey Jaracz, current senior.
- “You’re a great teacher! Your personal style of teaching and interacting with students is greatly appreciated. I think you help the students by being a younger, more ‘relevant’ teacher.” – Mike Kinney, May 2007 graduate.
- “I want to thank you for taking some time out of class to tell us some of your personal experiences. I found those very meaningful.” – Alex Davis, May, 2009 graduate.
- “You have opened my mind to so many different things…I actually really liked going to class and I enjoyed everything we learned. The whole class absolutely loved the way you taught us and we all really learned…this is the first class where I feel like I really know the material, not just that I memorized it for the test! I wish you would have come to AU sooner so that I could have had you in more classes…I feel so blessed to have had you!” – Ashley Bartimoccia, May, 2008 graduate.
- “I just wanted to tell you that the time you spent meeting with Erica and I really helped us in doing this marketing project and it was good just to talk about life stuff, too. We would always leave the meeting talking about how we liked that you didn’t just talk about the project.” – Christin Dawson, Principles of Marketing, Fall, 2007, May, 2009 graduate.
- “It’s so nice to come to class and know that Prof. Colvin will be prepared and ready to teach the material!” – Tiffany Chappell, Principles of Marketing, Fall, 2006, current senior.
- “I really enjoyed this class! She is a great teacher and engages us in each class session.” – Ashley Minney, Principles of Marketing, Fall, 2006, May 2007 graduate.
- “Professor Colvin is a great professor. I really appreciate how she taught us and treated us like adults rather than just students.” – Integrated Marketing Communications, Fall 2007.
- “Great prof! A+” – Integrated Marketing Communications I, Fall 2007.
- "Best teacher I’ve had at AU! Pretty much the best teacher I’ve ever had!” – Consumer Behavior, Spring 2007.
Intercultural Experience- Lived in Florence, Italy for one year
- Traveled to 143 cities in 20 different countries
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