Scott H. Duke Let's Get After It.

It all started with a bit of curiosity and grew from there. Curiosity about how things work, why people make decisions, what makes us the way we are. It turns out, that we're all pretty similar, we just have different paths and different stories. These stories form the decisions we make and become hard wired over time. Why? Because we all remember how we are made to feel, by friends, strangers and in everyday communication. Through clear, thoughtful communication - anything is possible. Let's get after it, together.

In today's digital landscape, strong visuals, clear copywriting, SEO, SEM, analytics and a defined target audience are required for success. By reviewing your organization, goals, website and mission we can forge a path to success. Search Engine Optimization is a long term game that requires regular maintenance in order to be successful. It is multifaceted and requires action in several areas in order for you to reach your goal. Search Engine Marketing is another way to gain visibility, typically through custom made display ads that are engineered to help gain traction with your targeted demographic. Utilizing analytics tools from Google is a great way to dig deep into your base and maximizing your marketing allocation for optimal results. With creative copywriting, strong visuals, marketing and solid use of analytics, your goals are attainable. I become versed in anything I write about to insure the impact is real, however the stakeholder determines the investment in time when it comes to blogging. Key areas of action yield more time thus, higher quality. I believe that writing quality, factual material is a cornerstone in society, regardless of topic. We always remember how we are made to feel, which for better or worse leaves and indelible thumbprint on our mind.

So, you dabble in social media, too? Here are some accounts I managed on Facebook, Twitter and Instagram for the East Carolina Alumni Association. Paid advertising in these areas is also in my wheelhouse. Hootsuite has been the economical platform the organization utilized to streamline social media related efforts. When you consider the main accounts alongside chapters, the pages add up, and you must have a management system in place. I've recently started familiarizing myself with NUVI to monitor social media, it's platform that allows you to monitor just about everything in the world of digital. In the area of CRM, I've enjoyed using Monday, it's a very handy platform to manage projects as well as cut down email. Google Suite is also very powerful, I'd recommend it to just about anyone. In all encompassing social media management, I've been looking towards Sprinklr & would champion the implementation of this platform. It gives you mountains of data that can help give your organization the information needed to make positive changes guided by the facts.

Content development for applications is something I enjoy. Recently I've worked diligently to build content for the "ECU Traditions Map" - which is focused on student engagement. I took photos, served as copywriter through creating the traditions from scratch, to the eventual deployment. Also, I managed the back end of the application which involves scheduling, adding new photos, push notifications, geo-fencing & updating traditions I developed. Take it for a spin! Click here for iOS or Click here for Android/Google Play. Screenshots below!

DATA, did you say data? I speak that language too. You have to today. While I can't share spreadsheets with you, I can say that ECU has over 175,000 passionate alumni globally. With numbers like that, you have to be proactive in segmenting your audience based on your current event or need. Sure, alumni in California want to know we're hosting our 10th Annual Road Race - but do they really need to get a postcard from North Carolina? Probably not. The same notion applies to dozens of angles when looking towards any alumni base or otherwise for support. Appropriateness and timing go a long way. It's not likely you'll always get it right - but when you do hit that home-run, thank your DATA team. Or person.

Here's a Look at some of the marketing material I helped create as the Traditions Map was launched. PeeDee was excited about it!

You're into print, too? I've also handled a metric ton of print marketing. Every month I sent hundreds of renewals by mail to members who were on their way to expiration or who had expired. I use the 90/60/30 approach, as well as followed up with emails for the digitally inclined. Servicing life members is also in my wheelhouse, as well as ensuring welcome kits go out every week to new or returning supporters of the university. I also worked with vendors to create promotional items, which was fun! When I wasn't doing that I headed up tele-philanthropic efforts semi annually, as well as robocalling, monthly. I also managed the creation of ECU's print/digital Alumni Directory, of which I wrote the forward & was the key point of contact for. Here's a link to the membership landing page.

Here's an example of a Life Member outer shell, made with InDesign. Now, all Pirates are members, free. Focus has since shifted towards annual giving to make lasting impacts for future Pirates.

Copywriting is another skill that I truly enjoy doing. The general rule of thumb to me is "If you can't stay awake writing it, they won't stay awake reading it". In order to be successful in this area you need to be creative with your wordsmithing and edgy; when the environment allows it. You have to know your audience and deliver the goods. Whatever your'e trying to promote, save or sell you'll need a good copywriter. I'll climb aboard the research train, learn the language and deliver something that touches on a theme that strikes true to your audience.

Photography is something I've always enjoyed. Keep scrolling to see some images I've captured along the way...

“When words become unclear, I shall focus with photographs. When images become inadequate, I shall be content with silence.”— Ansel Adams

Everything has an angle that holds depth, beauty and meaning. You just have to look for it.

by: Scott H. Duke

Health Communication

Ive also worked in healthcare, most recently at ECU 's Division of Gastroenterology, Hepatology and Nutrition. I served the chief of the department as well as ran the fellowship program. The fellows are involved in multiple conferences to include GI core curriculum, case conferences, pathology, research, journal club and morbidity and mortality conference. I utilized ERAS & NRMP for matching & stringently adhered to ACGME guidelines. Before moving forward to the ECU Alumni Association, I wrote a 60 page manual for office procedures. Coming in to the role, I had to map through everything and take up a mantle I enjoy, "The Fixer." This effort was made to keep the office running smoothly using clear communication and guidelines.

I was on a small team that depolyed and implemented the North Carolina Electronic Disease Surveillance System in all 100 counties in our state. We visited each site to educate health care workers on how to transition to this new software. This is why we no longer use paper to track disease and outbreaks in NC. Being a part of that impact was special & I was proud to serve as a conduit towards a better tomorrow.

Media and health go hand in hand. Depending on a persons needs, sound or video may be the only way they can receive meaningful life changing communication.

I worked with a vendor to develop content for medical screens at ECU. Clinics use them to educate patients as they wait for treatment, this one can be found in the Speech Language and Hearing Clinic at ECU.

Design is something I've always had a passion for. Find a need, and try to fill it. This is an auto-cad print of a despenser I designed. I then worked with ECU's College of Engineering and Technology to have the prototype made on a rapid design machine. I share this because I take projects that are professional or personal full circle. Think it. Dream it. Do it.

Many moons ago I arrived as a non-traditional student at ECU. Here are a few projects I worked on in the land of media while at Campus Living. As a producer I wrote, directed and edited several PSA's and other content broadcast on Campus 31's TV station.

As ECU approached her centennial I worked with the Task Force for the Centennial Celebration while attending to my studies. I decided to write, direct and edit a documentary to celebrate the new mile marker. Each chancellor or person of notable impact was contacted and interviewed. The result was over an 2 hours long, which I edited down for the sake of time. It was a great experience that means a great deal, as some have now departed. As it has been said, there's no time for ivy. You can watch 100 Years of ECU here. I've honed my skills a bit since that edit, and I hope to one day edit it again with Adobe Premiere.

While completing my (2006-2008) masters degree, I worked with the College of Human Ecology at ECU. I spent two years assisting their communications director covering any base that I could. I conducted interviews, created graphics and helped assemble the annual report seen here. It was a great experience and to this day, its a relationship I maintain.

Over a decade ago I was in the first class to enter the masters in communication program at ECU. We formed the Communication Graduate Student Association, of which I served as Treasurer.

During this time I also served on the Media Board at ECU. I also served on a committee with the Office of Student Rights and Responsibilities.

Did you know North Carolina is one of the leading states in film production? It's right behind California and New York. In 2003 I was asked to write, direct and edit the bonus footage of this NC made feature film. I met with most of the cast and interviewed them. As romantic comedy goes, it was a fun atmosphere to be in. One of the lead actors, Keith Harris has gone on to work with the likes of Robert Redford, among other notables. Here's a link to the IMDB profile for the film.

This is the guide that I relied on for quite awhile. It's been more than helpful in traversing the ongoing and ever changing landscape of communication etiquette within the walls of ECU. It's wildly important to have uniform branding and communications within any organization in order to make a lasting impression.

I have a passion for cars on the weekends of my life. Here's a story I wanted to share that has transformed into a web series. This episode was viewed over 30,000 times on Facebook. The second episode featuring another amazing story is set to film in the fall of 2017. Visit Drive In, Drive Out here on Facebook.

I hope you've enjoyed this glimpse.

If you'd like to connect, feel free to send me an email. scotthduke@gmail.com

Created By
Scott Duke


photos by Scott H. Duke

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