My mission is to help clients tell their stories, reach their audiences, and build their brands. I leverage my skills in social media strategy, earned media, digital marketing, and crisis communications to craft compelling and engaging messages that resonate with diverse stakeholders and influencers. I also collaborate with a talented team of professionals who share my passion for excellence, creativity and client satisfaction.
EXPERIENCE
2021 - Present
Director
M3 GROUP
Manage business development and client relations, while guiding campaign creation and analyzing marketing metrics to ensure success.
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Oversee an award-winning team of marketing professionals, fostering a culture of creativity, collaboration and respect.
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Creates data-driven, brand-aligned marketing and public relations strategies and content.
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Blogs, white papers, web, digital, social, email.
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Engages with local, state and national media to generate positive coverage on behalf of clients.
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Conducts media training for C-suite executives in profit and non-profit sectors.
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Works collaboratively with stakeholders and vendors to execute events.
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Provides swift and sound crisis management support.
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Understands the complexities and challenges of an issue and implements plans that consider all elements of paid, earned, shared and owned channels.
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Researches, prepares and records podcasts.
2018-2021
Senior Communications Manager
MICHIGAN STATE UNIVERSITY
Led strategic communication planning and integrated campaigns for key initiatives of the president and the university.
Worked closely with a variety of stakeholders — including deans, administrators, trustees, communicators in other units, and faculty — to identify projects, initiatives and storytelling opportunities.
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Managed the president’s social presence.
Oversaw project and materials development with a with a high-quality, idea to implementation approach.
Provided leadership with briefings, talking points, training and support for media interviews.
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Supported the university’s spokesperson in her role communicating the institution’s position on various issues and crises.
2014-2018
Communications Manager
MICHIGAN STATE UNIVERSITY
Responsible for developing and executing PR strategies to communicate the broad themes of MSU’s value, the value of research universities and their connection to economic vitality and quality of life, and MSU’s specific contributions to economic recovery occurring in the state of Michigan.
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Supported the university’s spokesperson in her role communicating the institution’s position on various issues and crises.
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Develop and execute communication strategies for the university’s priority projects including the Facility for Rare Isotope Beams, Student Success, Civil Rights and Title IX Office and the Board of Trustee’s presidential search committee.
2011-2014
Owner
OPEN SWIM CREATIVE
Provided freelance strategic planning, message development and implementation services, issue advocacy for non-profits, statewide and national political candidates and educational organizations.
2009-2011
Director of Communications
THE CENTER FOR CHARTER SCHOOLS AT CMU
Orchestrated a robust communications strategy to elevate the Center's profile as a renowned authorizer, authored the award-winning ‘15 Years of Transforming Public Education’ that chronicled Michigan’s charter school journey, and created Board Gear, a digital toolkit, complemented by a guidebook and monthly forums, to empower charter school board members.
2006-2009
Director of External Relations
NATIONAL CHARTER SCHOOLS INSTITUTE
Created strategic communication plans for The Center for Charter Schools at CMU, bolstered the Institute's national influence and financial growth through conference presentations, authored guides on media relations and crisis communication for charter schools, and pioneered Michigan's inaugural charter school board member summit in collaboration with the Michigan Council of Charter School Authorizers.
1994-2006
Public Information Officer
STATE OF MICHIGAN
Departments of State, Treasury, Management and Budget, Office of Insurance and Regulatory Services, Bureau of Construction Codes and Fire Safety
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Acted a spokesperson, wrote press releases, media advisories, coordinated media events and developed and implemented communication plans for department and statewide programs.
EDUCATION
2018
Master's Degree
MICHIGAN STATE UNIVERSITY
Strategic Communications
1994
Bachelor's Degree
CENTRAL MICHIGAN UNIVERSITY
Business Administration
Hospice of Lansing Stoneleigh Residence // Capital Campaign Co-chair
Central Michigan Public Relations Society of America // Member, Mentor
MSU's Master of Arts - Strategic Communications // Student mentor
Project Management Institute // Member
Saint Mary Catholic Church of Williamston // Parishioner
City of Williamston // City Council Member
City of Williamston // Planning Commission
INVOLVEMENT
SKILLS
Microsoft Office
Brandwatch
Cision/Meltwater
Adobe Creative Suite
Qwoted
Qualtrix
TESTIMONIALS
"Displays unremitting diplomacy in the face of difficult and sometimes ambiguous situations."
I am exceedingly pleased to be able write this reference letter for Penny Davis, Director of External Relations for the National Charter Schools Institute from July 2006 through June 2009. During most of this three-year period, Penny reported directly to me. Regrettably, as the Institute began planning for its 2009/2010 fiscal year, I had to make some difficult decisions regarding staffing and Penny’s position was eliminated in the process. As this reference letter will clearly indicate, however, this downsizing was not based on Penny’s performance.
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Penny is an enthusiastic, knowledgeable, and diligent employee. During her three years at the Institute, she was required to spend three-fifths of her time serving the Institute’s largest and most important client, The Center for Charter Schools at Central Michigan University. In the remaining two-fifths of her time, she worked with other clients and with the Institute on its own marketing and public relations. Her accomplishments included publishing an excellent eight- page monograph on public relations for our client schools, successfully co-organizing the first- ever statewide conference for charter school board members hosted by the Michigan Council of Charter School Authorizers, numerous conference presentations, client procurement, and other things vital to the success of the Institute.
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As difficult a task as dividing one’s work week among two different entities is, I always found Penny cheerfully ready to assist in any capacity needed. She is well-organized and knows how to manage her time. She displays unremitting diplomacy in the face of difficult and sometimes ambiguous situations that naturally arise when you function in a liaison capacity. Penny’s work was pivotal in the renewal of the Institute’s contracts with CMU, and ultimately resulting in that organization offering her a full time position when it became known to them that the Institute needed to reorganize.
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Besides the ways in which Penny’s work benefited the Institute, I consider myself personally fortunate to have enjoyed a collegial working relationship with her. I wish her every success in the future, and I unreservedly commend her to anyone considering her candidacy for employment.
Sincerely,
Brian L. Carpenter, PhD
"Gifted with the unique combination of creativity and project management skills."
I have worked with Penny Davis in several capacities over the past 17 years and attest that she is a quality addition to any operation in need of creative energy and quality communication products.
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As colleagues directing communications for sister agencies under Governor John Engler in the late 1990s, I was continually impressed by Penny’s ability to turn great ideas into well-organized realities. She was a recognized team leader in the governor’s cabinet, known for solid professionalism and consistently outstanding results.
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Her work with Central Michigan University was marked by steady growth for the organization and a clear presence with media and the university’s charter membership that remains unparalleled.
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I worked directly with Penny as a contractor on the production of CMU’s 15-year retrospective on the development of Michigan’s charter schools initiative, “15 Years of Transforming Public Education.”
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The piece was selected by the Mid Michigan Creative Alliance in 2010 for a Silver ADDY Award for its creative excellence – a testament to Penny’s creative vision and organizational skills in getting the project accomplished ahead of schedule and under budget.
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Penny is gifted with the unique combination of creativity and project management skills. She can see a project in its final state and develop a plan to get there – from budgeting and contracting to design, editing and distribution. She handles clients and colleagues with professionalism and keeps her head under pressure.
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I would work with Penny again and strongly recommend her for your team. Please contact me at if there is anything else I can provide.
Best regards-
Brad Wurfel