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The 2011 Professor’s Institute offered one and a half days for professors in marketing, communications and information services to meet with direct/interactive marketers and experts to learn about the latest technology and practices in the field. This year’s program featured speakers on social media, privacy and cyber security, careers in direct/interactive marketing, and hands-on experience in the computer lab using a new database analytics program. In addition, Hal Malchow shared his vision of the where the field is headed. Professors were able to take back to the classroom case studies and examples of real-life marketing campaigns.


2011 DMAW-EF Professors’ Institute Speakers



Day One: Wednesday, January 5

Les Vermillion PhD, Professor at UDC, Competency Survey

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Les is an Associate Professor of Marketing. He has worked in industry for firms such as Tropicana Products, Borden Chemical, and Ringling Bros. Barnum and Bailey Combined Shows. He received his PhD in Business Administration-Marketing at Florida International University in Miami, Florida. Les has taught at Barry University, University of Tennessee at Martin, and is currently on faculty at the University of the District of Columbia. His research interests include curriculum development, incorporating technology into the marketing curriculum, green marketing, and forced entrepreneurship. He is the proud owner of a 30 lb. cat named Fang.

Contact information:202.274.7031 or vermillion@udc.edu



Professionals Career Panel:


Mark Eissele, Copper Staff, Inc.
Mark is the founder and company president of Copper Staff, an executive recruiting and career management firm specializing in the direct/interactive industry. With over 25 years of business experience and 12 of those years in the printing and direct mail industries, Mark has a background in sales, business development, customer service, purchasing and logistics. He was a senior manager for a leading direct mail lettershop responsible for running several departments and recruiting for the organization.

Contact information: 410.795.2243 or mark@copperstaff.com



Karen Rice Gardiner, National Geographic Society
Karen Rice Gardiner is the Director of Creative Services at the National Geographic Society, one of the largest nonprofit educational and scientific organizations in the world, located in Washington, D.C. She oversees (along with a talented and dedicated staff of ten) 390 direct marketing efforts per year; 700 email newsletter promotions; 165 million pieces a year, including catalogs, direct mail packages, and renewal and billing programs; inserts; space ads; and digital media. Included in these efforts are email newsletters, web pages, and banner ads. NGS hires about 25 different agencies and freelancers to write and design their promotions.

Karen is a co-chair of the Society’s Brand Management Committee and member of the NGS Think Tank, which develops new products and services that are inspired by technology and innovation. She serves on the Direct Marketing Association of Washington’s Education Foundation and is a founding member of the ECHO Academy of Direct Marketing Arts & Sciences.

Contact information: 202.857.7373 or kgardine@ngs.org



Robb Lee, ASAE, The Center for Association Leadership
Over 20 years of experience developing, implementing, evaluating and managing national and international multi-media advertising and public relations campaigns for the private sector, government and associations. Prior to becoming Chief Marketing and Communications Officer for ASAE, Robb worked at two top 5 advertising agencies and a top 10 public relations agency as well as Marriott International and for the last five years at ASAE.

At ASAE, he is responsible for creating, implementing and managing all of the activities within all of ASAE's communications channels. Responsibilities include marketing, branding, web site, public relations, social media and Associations Now (monthly magazine). In addition to the communications functions, responsibilities also include Innovation and New Product Development, Diversity efforts and ongoing cultural evolution for the organization.

Contact information: 202.626.2811 or rlee@asaecenter.org


Patricia A. Silver, Silver Marketing Inc.
Pat founded Silver Marketing in 1984 to provide innovative, results-oriented marketing campaigns. For the past 26 years, Pat has provided the leadership for her agency and, with her marketing acumen and creativity, has brought her clients outstanding results. With an impressive client roster, Silver Marketing has attracted a variety of first class clients including: AARP, CareFirst Blue CrossBlue Shield, the Washington Wizards, Washington Hospital Center, , GEICO Direct, the Washington Post, National Geographic Society, Kiplinger’s Aircraft Owners and Pilot Association to name a few.

She has served as President of the DMAW Education Foundation, and has served as President of the Direct Marketing Association of Washington (DMAW) (1995–1996). She was also the chair of DMAW’s Annual Conference and has served on an advisory group to develop 3-year strategic and financial plans for DMAW.

Contact information: 301.951.3505 or psilver@silvermarketing.com


Alan Rich, Nova Label, Mentor for a Day ProgramAlan Rich is President of Nova Label Co., Inc., a local manufacturer of custom printed pressure sensitive labels. For over 20 years as a member, supporter, volunteer, and current board member of DMAW, Alan has helped DMAW to grow and promote timely and informative programming to the membership. Alan is currently the DMAW liaison to the DMAW/EF board and continues his service to DMAW as a board member. He is currently developing the DMAW/EF’s Mentor for a Day program.

Contact information: 301.386.4433 or alan@novalabel.com



Young Professionals Career Panel:


Bryan Evangelista, Lautman Maska Neill and Company
As an Account Executive, Bryan Evangelista brings 8 years of direct marketing and fundraising consulting experience to Lautman Maska Neill & Company. His proven track record of successful fundraising and stellar client service for both large and small non-profits is a tremendous asset, as is his extensive knowledge in statistical reporting which helped launch Lautman’s new, proprietary analytic software system.

Prior to joining Lautman, Bryan worked with RTC Relationship Marketing where he focused on e-marketing development and strategy for AARP Membership and Services. Before that, he spent 4 years with Adams Hussey & Associates as an Account Executive managing the direct marketing campaigns of various non-profit organizations –a broad range of fundraising experience that includes charitable, political and environmental work with United Cerebral Palsy, AARP Advocacy, AARP Foundation and Defenders of Wildlife.

Bryan received a Bachelor’s of Science in Business Administration from Georgetown University, with a double major in Marketing and Management.

Contact information: 202.296.9660 or bevangelista@lautmandc.com


Jeff Mackey, EU Services
Jeff is currently Vice President of Operations at EU Services, a direct mail production organization. Before being promoted to VP, he was a Marketing Assistant and Sales Trainer at EU. Prior to joining EU, Jeff was a sales representative for ADP. He also took some time to study abroad in Ecuador and Spain before graduating from Kenyon College and getting his MBA at George Washington University.

Contact information: 301.424.3300 or jmackey@euservices.com


Kiera Wiatrak, RedEngine Digital
Kiera Wiatrak has been RedEngine Digital’s New Media Associate since April, 2010, where she is responsible for the non-profit CARE’s social media strategy. In addition to serving as the voice of the organization’s Facebook and Twitter accounts, she develops integrated social media fundraising and engagement campaigns. She also writes copy for the web for several of RedEngine’s clients, and directs smaller-scale social media projects.

Prior to her current position at RedEngine Digital, Kiera served as Communications Specialist at the communications and PR department of the University of Wisconsin-Madison. Here, she wrote articles highlighting key programs and distinguished personalities at the university. She also spearheaded the “On, Wisconsin!” 100th Anniversary YouTube competition, where she was responsible for all marketing components of the project.

Kiera graduated with distinction from the University of Wisconsin-Madison in 2009 with a B.A. from the school of Journalism and Mass Communications. She also majored in Spanish Literature.

Contact information: 703.556.8869 or kiera@redenginedigital.com



Day Two: Thursday, January 6

Social Media Panel:


Mark Ranalli, Helium

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Mark Ranalli is a proven entrepreneur with a demonstrated track record of building Internet-centric companies and successful business partnerships. Mark founded Helium Inc. (www.helium.com) in 2006 with the vision of creating the first publishing meritocracy by applying a community filtering system to community-generated content. Today, Helium’s active membership consists of 160,000 ranked writers and editors, and is considered the largest editorial community in the world. Based on that proven meritocracy, Helium today partners with thousands of publishers, from multimedia giants to niche technical sites, for quality content creation.

Soon after launching Helium, Mark co-founded and launched OurStage Inc. (
www.ourstage.com), an indie music discovery platform, based on the same underlying crowd-sourcing principals of peer review and relative ranking that are leveraged by Helium.

Prior to Helium, Mark served as President of Fax International, a 700-person, global IP communications company that helped lead the telecommunications shift from the PSTN to IP-based networks. Mark also founded and served as CEO of BaseSix Inc., a marketing strategy firm that specialized in servicing Fortune 100 communications and media companies such as AT&T Broadband, AOL, Comcast, HBO and StarzEncore.

Mark serves as Vice Chairman for the Center for Responsive Politics, the premier nonpartisan, independent and nonprofit research group tracking money in U.S. politics and its effect on elections and public policy.

Contact information: 978.474.5074 or mranalli@helium.com


Rochelle Sanchirico, The Washington Post

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Rochelle is responsible for all marketing activities for The Washington Post's digital and mobile products. With a purview spanning B2C and B2B marketing, she drives visitors, revenue and engagement using various channel marketing strategies including paid and organic search and direct marketing campaigns such as e-mail, mobile marketing and social media. Sanchirico brings an extensive marketing background from her time at Kaplan (a division of The Washington Post Company), where she held marketing roles in their corporate, K-12, and higher education divisions. Just prior to joining Washington Post Digital, Sanchirico served as Executive Director of Marketing Strategy at Kaplan Higher Education. In this role, she managed all strategic marketing activities for the online university as well as 70 campus locations. Prior to this, she held international rights positions in the book publishing industry for many years. Sanchirico received her M.B.A. from Duke University’s Fuqua School of Business in 2004. She earned her B.S. from the University of Michigan.

Contact information:202.334.9808 or Rochelle.sanchirico@wpost.com



Carie Lewis, Humane Society of U.S.

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As Director of Emerging Media at The Humane Society of the United States, Carie leads social media and online advertising campaigns for the nation’s largest and most powerful animal welfare organization. When Carie is not sitting in front of a computer, she enjoys being outside with her rescued pit-bull, Bella.

Contact information: 301.721.6465 or clewis@humanesociety.org


Mark Rasch, CSC,
Is Privacy Dead?

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Mark is director Cyber Security and Privacy Consulting for CSC. His careers spans more than 25 years of corporate and government cyber security, computer privacy, regulatory compliance, computer forensics and incident response. He is a lawyer and recognized author of numerous security- and privacy-related articles. Prior to CSC, he was president and co-founder of Secure IT Experts, an information security and privacy consulting company. Before that, he held managing director and senior vice president positions at various consulting firms. Earlier in his career, Mark was with the U.S. Department of Justice where he led the department’s efforts to investigate and prosecute cyber and high-technology crime.

Contact information: 301.547.6925 or mrasch2@csc.com


Jim Doyle, USPS and Teacher at American University,
Database Marketing Analytics

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Jim Doyle is a Mailing Solution Specialist for the USPS. Jim’s background includes positions with three Direct Marketing Ad Agencies and 15 years experience in direct mail production in the US and Europe. Jim has also been an Adjunct Professor of Direct Marketing and Database Marketing at American University for the last 12 years.

Contact information: 202.579.0135 or james.m.doyle@usps.gov