Carl Chapman

Current

Internet Strategist at Chapman Interactive Inc

Past

Executive Producer at Vivendi Universal Games
Director, New Media at AIU.EDU - EDUTrek
Director, Instructional Technology at Thunderbird School of Global Management

Director, Instructional Technology at Thunderbird
Manager, Media Services at Arizona State University

see less...

2 more...

Education

Arizona State University
Northern Arizona University
Northern Arizona University

see less...

Recommended

10 people have recommended Carl

Connections

202 connections

Industry

Internet

Websites

Carl Chapman’s Summary

Interactive Experience and Skills

1995 to Present Search Engine Optimization (SEO)
Established SEO design techniques to development of the each site and managed on-going operation as part of my general duties. Developed best practices and recommended implementations for creation of new sites and optimizing existing web properties.

1998 to Present Search Engine Marketing (SEM, PPC, Banners)
Manage budgets of up to $100k per month for clients and partners. Built and operated ad campaigns of over 20,000 words on first tier and second tier providers. In 1998, developed the first functional “Funnel” landing page system for banner traffic. Leverage reporting and measurement tools to evaluate the effectiveness of traffic acquisition, website conversion and user retention.

1998 to Present Web Analytics
Currently use Google Analytics to track and analyze traffic sources, identify keywords and manage bounce rate. Utilize data visualization and custom reporting to evaluate site usability and improve conversion. Effectively implement custom tagging to evaluate paid search campaigns. Past platform experience includes Urchin, Hitbox, and Webtrends.

1998 to Present Email Marketing
Utilize various delivery tools to establish and manage relationships through direct email marketing. Purchase and test targeted lists. Establish programs to stimulate new subscriptions and manage existing relationships throughout the sales cycle. Develop internal best practices for email creative, formatting, dynamic content, segmentation, testing methodologies, privacy, deliverability, and spam compliance.

2007 to Present Social Media
Determine possible ROI strategies resulting from establishing and maintaining an effective social media programs. Actively track and participate in social media communities to stay current with trends and opportunities.

Carl Chapman’s Specialties:

Internet Marketing
SEM
SEO
Social Media
CMS
Web Master
Ecommerce
Affiliate Marketing

Carl Chapman’s Experience

Internet Strategist

Chapman Interactive Inc

(Privately Held; Internet industry)

January 2003 — Present (6 years 7 months)

• Utilized Search Engine Optimization and Paid Search to generate annual website traffic of 1.2M visitors, stimulating an average of 25,000 leads per year. Subscribing agents realized sales revenues of $175 million between 2003 and 2007.
• Provided leads at a CPA of $1, through operation of consistently well-ranked websites and institution of successful Internet search methods achieving high-level marketing objectives, via expert development and utilization of Paid Search campaigns on Google, Microsoft, and Yahoo.
• Generated educational leads for colleges and training schools though various websites including www.helpaobutcollege.com using PPC and organic traffic. At the peak, generated 1,000 leads per month for subscribing organizations.
• Established ecommerce sites and developed PPC based marketing programs in the medical food supplement industry.
• Develop Social Marketing programs to attract and retain customers. Established niche blogs to enable better communication and affinity communities.
• Manage client sites and search marketing campaigns in the medical, legal, travel, real estate and mortgage fields.
• Utilize email marketing to maintain and develop real estate and travel customers.
• Through www.jobsboj.com, generate employment leads and resumes. The site is co-marketed on in-house real estate and regional websites to enable better arbitrage of web traffic.
• Execute and manage SEM programs, across multiple search engines, implementation new programs and assuring ongoing optimization of existing campaigns.
• Implement Search Engine Optimization projects for existing sites, optimizing HTML, XML, CSS and managing website link structure and assuring effective on-page and off-page SEO standards.
• Active Affiliate Marketer representing various products including travel, insurance, legal and financial services.
Executive Producer

Vivendi Universal Games

(Public Company; V; Computer Games industry)

January 2000 — January 2003 (3 years 1 month)

Directed operation for the development and distribution of commercially viable software solutions, addressing educational challenges nationwide. Led a staff of 40 employees and contractors. Expertly generated and managed operational budgets larger than $10M. Actively addressed potential learning-environment impact due to emerging technologies. Collaborated with senior management to identify improvement needs and action plans. Drove superior management of Question and Answer and Technical Support unit. Oversaw Documentation and Graphic Design units. Designed and developed contents of various curricula. Generated and marketed product websites. Performed professional presentations to national groups and participated in conferences, to drive sales.
• Managed design and development of complex learning software solutions, facilitating delivery of instructional content, through close collaboration with senior management, to evaluate and improve products and drive top quality customer service.
Director, New Media

AIU.EDU - EDUTrek

(Higher Education industry)

August 1998 — January 2000 (1 year 6 months)

Established the first online marketing and advertising programs within the company. Using search marketing, interactive marketing and web-based advertising programs, generated up to 1600 leads per day. Purchased and managed banner campaigns with budgets of $100,000 per month. Utilized email, search engine optimization and paid search in conjunction coordinated direct mail and radio programs. Directed web development and SEO team members.
Director, Instructional Technology

Thunderbird School of Global Management

(Real Estate industry)

August 1995 — August 1998 (3 years 1 month)

Created and managed Thunderbird’s first website and internet marketing programs, directing a team of 8 engineers, web developers and search marketers Developed strategic plans, budgets, and policies related to information systems and technologies. Established strategic technology plans for telecommunication, instructional technology, and Distance Learning services.
Director, Instructional Technology

Thunderbird

(Educational Institution; Higher Education industry)

August 1994 — July 1998 (4 years)
Manager, Media Services

Arizona State University

(Educational Institution; Higher Education industry)

July 1991 — July 1994 (3 years 1 month)

Carl Chapman’s Education

Arizona State University

Business 1991 — 1992

Graduate coursework in marketing, small business management and entrepreneurship
Northern Arizona University

M.Ed , Educaiton

Primary focus on institutional leadership and administration
Northern Arizona University

BS , Broadcasting

Worked full time in television and media production

Activities and Societies:

Student Government ( Inter-hall)