Roddena Kirksey

757-839-5065 roddenakirksey@gmail.com

Professional Highlights

 Raised over $1,200 from High Five a Student campaign, a social media and digital fundraising effort
 Created, implemented, and managed $26,000 advertising campaign targeting African-American audience
 Consistently improved social media analytics for TCC Alumni & Friends: Facebook page likes increased 43%,
Twitter followers increased by 45%, and LinkedIn group followers increased by 189%
 Consistently improved social media engagement for TCC Portsmouth: Facebook page likes increased 188% ,
Twitter followers increased by 273% , and Instagram followers increased by 143%
 Developed social media campaign for Give Local 757 and raised $1,536 for Habitat for Humanity
 Secured media coverage from area outlets including: WAVY-TV 10, WTKR/WGNT News Channel 3, WVEC 13
News, The Virginian Pilot, Inside Business, The Flagship, Norfolk Perspectives, and Thinking Out Loud

Education
Master of Arts in Mass Communication & Journalism, 2011
Norfolk State University, Norfolk, VA

Bachelor of Science in Business Administration: Marketing, 2007

Old Dominion University, Norfolk, VA

Marketing Communications Experience

Alumni Relations & Giving Coordinator April 2017 - present

Thomas Nelson Community College
Develop and execute the strategic and annual plans establishing the Thomas Nelson Alumni Council and manage the
college’s annual giving program.

 Create a brand identity and assets for the alumni relations program
 Establish social media platforms for alumni and friends audience (Facebook, Twitter, and Instagram) and create
regular content
 Utilize social media (Facebook and LinkedIn) to identify and engage alumni
 Establish the Thomas Nelson Alumni Council board
 Create campaigns targeting annual donors
 Increased giving to the Impact Fund by 94.7% to $51,418
 Develop website content for the Educational Foundation
 Plan and execute events for donors and alumni
 Manage alumni volunteers
 Manage budgets for alumni and annual donors
 Serve as liaison to City of Hampton’s Town & Gown Committee

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Alumni & Communications Associate Sept. 2015 - April 2017
Tidewater Community College
Execute the strategic and annual plans of the TCC Alumni Council to successfully grow the program in ways that reflect
the diversity and mission of the institution.

 Lead event planning, coordination, and execution including: Alumni Council meetings, TCC Alumni at Town Point
VA Wine Festival, Alumni Career Panels, Grand Illumination, Grad Fairs and Graduation Brunch
 Manage digital communications including website management for the Alumni Council and TCC Educational
Foundation utilizing Wordpress and social media platforms (Facebook, Twitter, LinkedIn)
 Design and write copy for all alumni e-marketing materials utilizing Net Community
 Raised over $1,200 from High Five a Student campaign, a social media and digital fundraising effort
 Manage alumni volunteer program
 Respond to all alumni email and telephone communication
 Utilize Raiser’s Edge to manage alumni and donor records
 Procure goods and services through eVA procurement system

Social Media & Office Manager July 2014 - Sept. 2015

Tidewater Community College, Portsmouth Campus
Assist with the planning, marketing, and implementation of events and programs as well as advising student organizations
concerning policies and procedures.

 Procured services and goods for Student Activities through eVA procurement system
 Wrote, edited, proofread, formatted, and accurately posted stories on various social media channels including
Facebook, Twitter, and Instagram
 Stayed up to date on all platform innovations, user experience changes, and trends
 Maintained a consistent conversational and fun messaging style across all platforms
 Created and maintained an editorial calendar of content across social media outlets
 Worked closely with members of the Web Communications Team to effectively promote organization-
wide initiatives across social media channels
 Analyzed social media metrics to develop reports and adjusted social media messaging accordingly to meet goals

Account Executive Jan. 2014 - Aug. 2014

The Kinetic Brand Development Group
Manage client accounts utilizing knowledge of media relations, branding, social media and web content management.
Assisted in development of campaign launch and rebranding materials for Habitat for Humanity of South
Hampton Roads.

 Assisted in planning and execution of events for clients including Habitat SHR campaign launch, The Kam
Chancellor Memorial Day Family & Friends Cookout, and the Mid-Atlantic Film Festival
 Coordinated volunteer staff for the Mid-Atlantic Film Festival
 Managed and developed content for blogs and social media platforms (Facebook, Twitter, and Instagram)
 Developed social media campaign for Give Local 757 and raised $1,536
 Updated website via Wordpress utilizing HTML coding
 Managed media relations and produced media coverage reports
 Collaborated with graphic designers and webmaster to design marketing collateral and campaign webpage
 Managed workload for account team, including delegating team responsibilities and supervising and mentoring
junior staff

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Freelance Public Relations Consultant March 2012 - Jan. 2014
Provide clients with public relations expertise in media relations, social media, website evaluation, and internal and
external communications.

 Wrote and coordinated the distribution of news releases and announcements according to AP Style to media
outlets
 Scheduled interviews with various media outlets
 Advised clients about social media platforms
 Created and managed social media accounts

Marketing Assistant May 2012 - Aug. 2012

City of Norfolk
Created marketing materials for Norfolk Emerging Leaders program, engaged in internal and external communications,
assisted in coordination of large-scale events

 Served as lead for branding initiative

 Served as assistant to Editor in Chief for Pipeline newsletter
 Wrote and proofread Spotlights, press releases, and newsletter articles
 Supervised 25 Emerging Leaders at their work sites

Communications Assistant (Executive Intern II) Sept. 2011 - March 2012

City of Norfolk
Performed various public relations functions including internal and external communication, collaborated with multiple
departments to ensure messaging objectives were achieved, utilized writing, editing, and project management skills.

 Created, implemented, and managed $26,000 advertising campaign targeting the African-American community
 Developed and managed organizational branding initiative
 Developed communications plan for roll-out of Consolidated Courts Complex
 Wrote “Spotlights” and press releases for various City departments
 Produced weekly lane closure reports

Executive Intern I June 2011 - Sept. 2011

City of Norfolk
Utilized AP style writing and editing, desktop publishing, social media know-how, web content management, and
volunteer coordination to assist education manager.

 Wrote and proofread press releases (Spotlights) for the City’s website
 Wrote and proofread blog posts for “I Keep Norfolk Beautiful!” blog
 Updated Keep Norfolk Beautiful’s website weekly
 Developed talking points for television interview(s)

Public Relations Intern Jan. 2011 - June 2011

Office of Marketing & Communications, Norfolk State University
Performed public relations activities including media relations, served as editor for multiple organizational publications,
assisted in development of large scale projects.

 Developed media kit for 2010 Signature Conference: Slavery, Race and the American Civil War
 Assisted in design of promotional material and the multi-media presentation for the Presidential College Tour
 Compiled information for Experts Resource Guide
 Wrote and edit press releases and media advisories
 Proofread, edited, and wrote various internal and external communications, such as news releases, newsletter
articles, and brochures.
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Public Relations Intern Aug. 2010 - Dec. 2010
WNSB 91.1 FM Radio Station
Produced promotional materials for internal and external marketing, learned about client relationship management and
listener demographics.

 Designed Hot 91 Highlights (newsletter) for distribution to 220 underwriting clients and NSU community
 Designed promotional brochure for distribution to potential underwriting clients
 Assisted Development Chief identify underwriting clients

Volunteer Experience
Communications Strategist Jan. 2018 - May 2018
Michael Harris for Hampton City Council Campaign

 Researched campaign issues

 Developed campaign platform and talking points
 Coached candidate in preparation of public speaking engagements including: forums, media interviews, and public
appearances feedback
 Accompanied candidate to speaking engagements and conducted debriefing sessions to improve message delivery
 Formatted web layout and campaign literature for consistency and readability
 Monitored campaign social media platforms
 Responded to media inquiries and requests

Press Secretary Jan. 2015 - June 2017

NAACP, Portsmouth Branch

 Developed and implemented an integrated strategic communications plan to increase awareness of NAACP
Portsmouth’s programs and mission across a variety of stakeholders, including general public, members,
media outlets, churches, government agencies, and foundations
 Actively engaged, cultivated and managed media relationships to ensure coverage surrounding NAACP
Portsmouth’s programs, special events, public announcements, and other projects
 Coordinated press conferences, media appearances, and interviews
 Prepared talking points, speeches, presentations and other supporting material
 Managed the NAACP Portsmouth social media presence
 Identified significant media and public policy issues that can be leveraged to support NAACP Portsmouth’s work

Professional Membership
Public Relations Society of America, Hampton Roads Chapter 2017-present
Co-chair, Diversity Committee 2018

 Planned, executed, and moderated “Embracing Inclusion in Public Relations”

 A networking and panel discussion event focused on exploring inclusion within the PR industry.