John Cass

Current

Past President at Boston Chapter of the American Marketing Association
Founding Fellow at Society for New Communications Research
Author, Marketing Strategy & Social Media Consulting at PR Communications Blog

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Past

Director of Marketing at ideaLaunch
Online Community Manager at Forrester Research
Director of Marketing at IMO Independent Mobile

Director of Blogging Strategies at Backbone Media
President at AMA Boston
Director of Marketing at 48hourprint.com
Marketing Manager at Quotium Technologies
Marketing Manager at RedV Network
Business Development Manager at Portent Interactive
Account Rep at eCharge

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7 more...

Education

De Montfort University

Recommended

14 people have recommended John

Connections

500+ connections

Industry

Marketing and Advertising

Websites

PR Communications Blog

John Cass’s Summary

20 years of marketing experience. Ten years in online marketing, and the last five years in social media marketing. Consulting or in-house online marketing director for online marketing strategies and campaigns including: search engine marketing, customer loyalty, product management, pay per click (PPC), webinars, social media marketing, brand monitoring and corporate blogging.

Author of "Strategies and Tools for Corporate Blogging," published by Elsevier an imprint of Butterworth-Heinemann, a book devoted to giving executives the strategies and tools necessary to run a successful Corporate Blogging effort.

2005/6 President of the Boston Chapter of the American Marketing Association. (http://www.amaboston.org)

Founding Fellow and Advisory Board Member for the Society of New Communications Research. (http://www.sncr.org)

Live in Arlington, Massachusetts with my wife Karin, and son Bram.

John Cass’s Specialties:

Marketing, marketing management, branding, blogging, corporate blogging, community manager, social media, search engine optimization, SEO, PPC, SEM, online PR, blogger relations. Search engine optimization of news releases. Building customer networks for product development. Natural language processing, online media measurement, online brand management.

John Cass’s Experience

Past President

Boston Chapter of the American Marketing Association

(Non-Profit; Marketing and Advertising industry)

July 2006 — Present (3 years 5 months)

I was the 2005/6 chapter President for the Boston Chapter of the American Marketing Association. www.amaboston.org
Founding Fellow

Society for New Communications Research

(Marketing and Advertising industry)

2005 — Present (4 years )
Author, Marketing Strategy & Social Media Consulting

PR Communications Blog

(Privately Held; Myself Only; Public Relations and Communications industry)

August 2003 — Present (6 years 4 months)

My blog PR Communications explores how companies can use social media to retain and acquire new customers through the process of engagement.

My consulting services include a social media audit of a company's audience and capabilities. Independent research into social media marketing, and custom research projects.

I ran one of the first corporate blogging research surveys in 2004, and was lead author on the Backbone Media Corporate blogging Survey 2005. In 2006 I co-authored the Northeastern University and Backbone Media Blogging Success Study.

I'm also the Author of the book, "Strategies and Tools for Corporate Blogging." Published in April 2007 by Elsevier, Inc.
Director of Marketing

ideaLaunch

(Privately Held; Internet industry)

March 2009 — June 2009 (4 months)

ideaLaunch offers a suite of content marketing services that hundreds of clients are using to gain the trust and win the business of online customers. We create content to your specifications and optimize it for readers and the search engines. We improve conversion rates with content testing and measure content impact with proprietary tools. We get the word out to millions of readers with the sponsor program at LifeTips. And we create content widgets that deliver content in a useful, entertaining and compelling way. Valuable, relevant content is what you need to improve your company’s mind share, market share and profit share. And that's exactly what we offer at ideaLaunch. With the web’s largest pool of expert writers, managed by our in-house editors, SEO specialists and engineers – all of them content revolutionaries.
Online Community Manager

Forrester Research

(Public Company; 501-1000 employees; FORR; Research industry)

May 2008 — November 2008 (7 months)

In my new role at Forrester Research I will be working to develop further the company's existing social media strategies for community building, dialogue and customer feedback.
Director of Marketing

IMO Independent Mobile

(Privately Held; 11-50 employees; Telecommunications industry)

April 2007 — July 2007 (4 months)

Taking IMO Independent Mobile to the next level in marketing for wireless telephones.
Director of Blogging Strategies

Backbone Media

(Privately Held; 11-50 employees; Internet industry)

May 2005 — July 2006 (1 year 3 months)

Developing blogging strategies for clients with Backbone Media's SCOUT service. Found at http://www.scoutblogging.com, SCOUT helps companies become effective bloggers.

Backbone Media, Inc. Backbone takes an integrated online marketing communications approach with their clients, first setting a strategy then using such appropriate Internet Marketing tools such as SEO, PPC, e-mail marketing and CMS driven websites to get results for their customers. http://www.backbonemedia.com
President

AMA Boston

(Non-Profit; 501-1000 employees; Civic & Social Organization industry)

July 2005 — June 2006 (1 year )

Elected position with the Boston chapter of the American Marketing Association. The Boston chapter has over 700 members. And can be found at www.amaboston.org
Director of Marketing

48hourprint.com

(Marketing and Advertising industry)

August 2004 — April 2005 (9 months)

Gang run printing is the process of printing more than one client's work in a single print run. Traditionally, printers would wait for large orders before making a print run. With gang run printing the more customers you have the greater the profit. Formerly, most printers were local printers who relied on local customers, gang run printers need lots of customers and must turn to the web to generate the volume of business to grow.

Developed a million dollar plus marketing budget, managing over $700,000 in online marketing dollars. Using pay per click marketing campaigns on Google Adwords, Overture (Yahoo! Search Marketing), & Business.com, the marketing team dramatically reduced the cost per click, and increased the sales conversion ratio’s. Planning and monitoring were instrumental to the success of the marketing efforts.

Managed a $500,000 print ad budget, using marketing analysis to concentrate advertising on the print publications that produced the most ROI.
Marketing Manager

Quotium Technologies

(Public Company; 51-200 employees; Computer Software industry)

2004 — 2004 (less than a year)

E-mail marketing, webinars, pay per click adverising, and optimizating for search engines. Also ran a commercial blog.
Marketing Manager

RedV Network

(Privately Held; 11-50 employees; Computer Software industry)

2002 — 2003 (1 year )

Managed and executed marketing programs including; e-mail marketing with 2 million plus in-house list, affiliate marketing, and website design.
Business Development Manager

Portent Interactive

(Privately Held; 11-50 employees; Internet industry)

January 2000 — 2002 (2 years )
Account Rep

eCharge

(Marketing and Advertising industry)

1999 — 1999 (less than a year)

John Cass’s Education

De Montfort University

Business Studies , Marketing , 1987 — 1991

Additional Information

John Cass’s Websites:

PR Communications Blog

John Cass’s Interests:

Web strategy, online marketing, online PR and corporate blogging. How companies use content marketing and engagement with social media and blogs to provide the most value to customers.