The document provides a resume for Marguerite Byers, highlighting her experience in international marketing and public relations for Bassett Place Mall in El Paso, Texas. Over her tenure, she led creative advertising campaigns that increased traffic and sales. Her efforts revitalized the mall's image and branding, and she established partnerships that engaged the local community. As a result of her work, the mall is now 98% leased.
2. Marguerite Byers5604 Spiritus Place, El Paso, TX 79932(915) 276-6363MegByers@aol.com Marketing Manager, responsible for leading international marketing efforts for the revitalization of Bassett Place Mall, El Paso, TX
3. Summary of Qualifications Extensive international marketing knowledge coupled with creativity for multi-media advertising campaigns ; solid history of increased traffic and sales success for a regional shopping center for which I solely-manage the marketing department. In charge of Advertising, Media Relations, Public Relations, Community Relations, Special Events, and Tourism for the property. The creative mind that has not only invigorated, but expanded programs to regain the popularity: Safety Town (a 44 year-old mall curriculum for children aged 5 and 6) - added new partnerships by the addition of US Border Patrol, EPISD Police; and joined by Parks and Wildlife for 2010, all changes that Recharged Safety Town for the newest generation! Maintain media-relations to develop new events annually that empower the image of the property as well as to benefit mutual success with media partners and to improve Bassett’s exposure from collaborating with winning/local media: Television - KTSM for Madden 10 and Ultimate Football Guide (to stimulate Ft Bliss and male Demographics, aiding in exposure for our food court tenants as well as sports and department stores) Radio – Regent Broadcast, The Britney Spears Family Circus (to maintain and reward the support of 18-24 and 25-30 female demographic), John Tesh & Dora and Diego Meet and Greet to gain success in family Sector of customer base. Spanish Radio – EXA radio advertising and events to gain dominance in the higher-end demographics of the Spanish speaking US and Juarez, Mexico markets with greater spending potential. Keep a pulse on the El Paso market and maintain relevance by uniting with market savvy tenants, such as Premiere Cinema and local professional/ academic clubs like El Paso’s Ad Federation, National Honor Society and DECA at all school districts.
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5. Gain a better understanding of Mexican National shopper
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7. I wrote a second Hip-Hop jingle, to better reach the younger demographic when Premiere Cinemas opened in 2007 . . . Established a consistent look, message, and appeal in all advertising medium- print, electronic, and outdoor - as well as for in-mall posters, signs, advertisements. Had web page designed to more accurately reflect the image of the mall via www.BassettPlaceMall.com Developed and created brochures for in-mall distribution; as well as for (Local) Specialty leasing and (National) Permanent leasing for the properties representative from Jones Lang LaSalle. Results:The new campaign utilized regional models and message to reflect the multi-cultural quality and mix of merchants at the center. The radio and television commercials were produced first. Images from the commercial were incorporated into the print, bus and outdoor campaigns to ensure all advertising mediums reflected a consistent image. The television commercials consist of five <basic> versions ~Winter Clearance, Spring, (Easter, Mother’s Day), Summer (Safety Town, Summer, Back-to-School) Fourth Quarter (Halloween, Black Friday and Christmas) each is edited seasonally to include a number of exclusive or new retailers. Editing the commercial an average of eight times a year gives the property the flexibility to incorporate new stores as they open, without the need to produce an entirely new commercial each time. Double click to hear audio
8. Staycation Central ~ Print Campaign(Summers 2008 & 2009) 2008 Corresponding 60 second Radio Commercial 2009 Corresponding 30 second Radio Commercial
10. Community Events Click to view PSA Safety Town ~ Bassett & El Paso Police ~ Safety Class for El Paso’s Children since 1966!
11. Active Aging Collaborative Bassett Place hosted Rio Grande Council of Government’s Active Aging Collaborative for Two Annual Events: Turn Back Time And Harvest Hop!
16. IB Systems, Inc; Director of Marketing and Sales, AEC Café website and GIS Café Electronic Journals, 2000 – 2002
17. Market Quest; Sales Management and Marketing Director, GovTech Trade show and Conference and Federal Computer Week Magazine, 1998 – 2000
18. Penton Media; Director of Sales, Conferences and Tradeshows for IMET and AEC Systems international tradeshows, 1995 – 1998
19. High Mountain Press; Associate Publisher, Ad Director, Tradeshow Director, MicroStation Manager and Pro-E The Magazine, business to business trade journals, 1993 – 1995
20. The Denver Post; Associate Publisher, Event Director, El Semanario, a bilingual supplement to The Denver Post , 1992 – 1993
21. Gannett Company, Inc.; Sales and Marketing, The Santa Fe New Mexican; Retail Ad Sales, The El Paso Times , 1987 – 1992
22. Ross and Associates; Account Executive, PR Specialist, Media Buyer, Market Analyst, full service ad agency , 1981 – 1987
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24. Rio Grande Area Agency on Aging, Active Aging Collaborative Committee, 2004 - 2008
31. Sydney Goltz, Account Executive, Cox Television Network, KFOX-TV, El Paso – 915-203-5410
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33. Sales have consistently increased for current tenants from 10% to as much as 29% annually (06 – 07 calendar year) During economic recession (08-09), some tenants still experienced increase in sales of up to 10%.
34. Traffic has increased; 2007 saw a 17% increase in traffic at Bassett Place. Even in 2009 traffic continues to increase as much as 15% over 2008 monthly traffic, while YTD, traffic is at an 10% increase over same Jan. – Nov. 2008.
35. Assisted several different General Managers, mall’s asset management and staff of Bassett Place and leasing professionals from Jones Lange LaSalle; by developing leasing materials to provide tools with the most current view of the El Paso/Ft Bliss/Juarez market and afforded prospective tenants the information needed to lease space at the mall and build tenancy to a larger capacity.
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37. Best of TV commercials 2008Olympic Dreams . . . Click photos to see ‘08 Olympics TV Commercials
