Brad Plothow

Worked with cross-departmental team at UVU to develop and launch multi-phase, multi-year “Engage” branding campaign and annual recruitment marketing campaign, both of which integrate with larger positioning strategy; saw UVU’s student body grow by 10,000 in just four years.

This project is the primary external mechanism for establishing a unique market position for UVU as a new university.

In consultation with UVU business school, helped increase MBA applications more than 10-fold through multifaceted marketing campaign.

Also provided data-driven recommendations for options in expanding the MBA program.

I watched all four original seasons of the American TV series "Prison Break," which was created by Paul Scheuring and aired on Fox. This was a monumental undertaking that required diligence and discipline. Some nights I just wanted to relax but I would say to myself "just get through a couple of episodes." By chipping away and staying consistent, I was able to achieve what few have -- namely, watching every episode of perhaps the most tedious and formulaic series that aired from 2005 -… Show more

I watched all four original seasons of the American TV series "Prison Break," which was created by Paul Scheuring and aired on Fox. This was a monumental undertaking that required diligence and discipline. Some nights I just wanted to relax but I would say to myself "just get through a couple of episodes." By chipping away and staying consistent, I was able to achieve what few have -- namely, watching every episode of perhaps the most tedious and formulaic series that aired from 2005 - 2008.

Yes, I am aware that somehow, by the grace of some unholy god, Prison Break was dusted off for a fifth season in 2017. I don't consider it canon. Show less

Served as editor-in-chief of Utah CEO, a monthly business magazine startup. Crafted editorial plan and positioning strategy. Personally managed transition from quarterly to monthly frequency.

Goals and Assignment:
Faced with declining ad revenue and decreasing circulation, MediaOne of Utah, the joint operating company for The Salt Lake Tribune and Desert News, sought to diversify advertising platforms for its advertisers. Management was charged in 2007 with rolling out niche publications that would offer new advertising platforms, increase the circulation and readership footprint and offer a marketing mix that would appeal to high-end clients.

I was charged with developing… Show more

Goals and Assignment:
Faced with declining ad revenue and decreasing circulation, MediaOne of Utah, the joint operating company for The Salt Lake Tribune and Desert News, sought to diversify advertising platforms for its advertisers. Management was charged in 2007 with rolling out niche publications that would offer new advertising platforms, increase the circulation and readership footprint and offer a marketing mix that would appeal to high-end clients.

I was charged with developing a glossy business magazine from concept and brand through to publication. The intent of the magazine was to compete with the long-running Utah Business Magazine and to provide an advertising vehicle for business-to-business advertisers and high-end consumer products.

Methodology:
First, I conducted market research. My report identified major weaknesses with the principal competitor in the market.

Second, I developed the brand. The title Utah CEO Magazine was selected with the goal of appealing to a readership made up of entrepreneurs/small-business owners and business executives or those seeking to become entrepreneurs/small-business owners and business executives.

The goal of the brand identity was to provide a Harvard Business Review-like experience with the publication with a local market emphasis.

Finally, I managed the creative and publication process.

Findings:
Successful launch of the new profit center netted more than $180,000 in six months for MediaOne of Utah. Popular with the business community, the publication was the flagship of the niche publication initiative and became the model for other niche publications.
By harnessing existing staff and company assets, I maximized profit and successfully competed with a publication that had a much larger budget.

Contributions:
• Brand and brand identity and brand strategy
• Market research
• Editorial direction
• Creative management
• Art direction
• Copy
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Provided collateral and messaging support as USU pitched the benefits of a large-scale investment in research to the Utah Legislature. USTAR funding legislation passed in 2006.

Provided collateral support for UVU's efforts to join the Western Athletic Conference, a goal that was realized in 2012. Personally crafted the primary collateral tool used to sell UVU to the conference and presidents of affiliated institutions.