Maryellen Case
Maryellen Case Biography
914-953-3202
Maryellen Case, currently an independent marketing/business development consultant,
has twenty-five years of national marketing and publishing experience. Having worked
for newspapers, consumer magazines, sports marketing and entertainment companies, her
experience in strategic marketing disciplines include business development and
integrated media, start-up publications, sponsorship and advertising sales, promotions,
licensing, custom publishing, retail events, philanthropic partnerships, Internet initiatives
and sports marketing agency services.
Some of Maryellen's recent clients are regional publishers and ad agencies within the
Hudson Valley region when she moved from the NYC area in to the Hudson Valley
2007. other more recent projects were in the sports marketing arena within action sports
and snow sports. An example of an integrated marketing project within this sector is
when Maryellen collaborated with Motorola Global marketing in the UK and then created
and sold an integrated marketing program to them to capitalize on their global
sponsorship of snowboard icon, Shaun White. The program revolved around a core,
Motorola/Sprint sweepstakes initiative whereby consumers could “Win a Dream trip of a
lifetime to ride with Shaun White” via online, print, TV and vendor in-store promotions
worldwide. The program also included an out-of-home media buy at ski resorts
internationally as well as a print ad campaign in snow sport magazines for Motorola
branding. Maryellen conceptualized, coordinated and then fully executed the 2007
program including overseeing the grand prize trip for winners from the USA, Asia,
Europe and Africa to meet/greet Shaun White in Valle Nevado, Chile in August, 2007.
Case’s publishing expertise is with start-up publications, magazine re-launches and
in the creation and selling of integrated marketing publishing programs. These
efforts build magazine brands while increasing advertising and circulation revenues.
One of Maryellen’s more recent publishing projects was working with Harris
Publications, a leading Manhattan-based niche magazine publisher of over seventy
special interest titles. Given her expertise within the parenting publishing field,
Maryellen created the concept of Bundle magazine - The first shopping magazine for
expectant and new moms. Case developed the business plan and then executed the
marketing strategy to successfully lead the magazine launch in 2005 with a national
circulation of 500,000. Maryellen’s responsibilities included fully executing the
magazine vision and therefore, oversaw all aspects of the start-up publication including
ad sales, editorial, creative and integrated marketing programs/line extensions.
Maryellen also assisted in leading the ad sales for the launch of Budget Living
magazine (2002 national magazine launch of the year from Ad Age).
While at Budget Living, Maryellen created a marketing concept called “The Flip
Side of Aspen/Snowmass.” This program consisted of a 20-page customized
in-book section within Budget Living magazine depicting useful information, tips
and ratings on the affordable, hip side of Aspen/Snowmass. She then worked with
Aspen Skiing Company and Aspen/Snowmass Chambers to combine this in-book
section with the promotion of an affordable event weekend at this well-known
vacation destination otherwise known for its appeal to the rich and famous. Budget
Living readers enjoyed an exciting weekend that included après-ski parties, ski and
snowboard clinics, a rail jam, a slalom race, and an exclusive cocktail party at the
Aspen Art Museum. National and local print coverage resulted in over 800,000 media
impressions (in addition to Budget Living’s own coverage) while broadcast coverage
resulted in an additional two million impressions. Maryellen was responsible for the
creation of the concept, sponsorship sales and overseeing the entire execution of the
Flip Side integrated marketing program with a team of freelancers she hired.
While at Weider Publications, Maryellen established their custom publishing
department where she developed branded line extensions and promotional
publications for clients including retailers, health clubs, consumer packaged goods
companies, e-commerce and non-profit organizations. Also at Weider, Case created
and executed the business plan and sales strategies for the re-launch of
Fit Pregnancy magazine. The publication grew to be one of the largest magazines
in the pre-natal category in both circulation and advertising revenues.
While at Lamaze Publishing, Case considered the Lamaze brand equity, developed
a business plan for a line extension and then launched Lamaze Family magazine. This
project included analysis of the competitive publication marketplace, evaluation of
consumer and trade research, creation of the editorial concept and development of
the circulation, marketing and ad sales plans/objectives. As publisher, she managed
the launch process, overseeing all magazine departments.
As head of domestic licensing at Marvel Entertainment Group, Case’s position
included strategic sales planning for Marvel licensed brand building across various
categories including apparel, publishing products, school and stationary supplies,
electronics, video games and more.
Maryellen was also instrumental in both the sales and marketing of the initial launch of
First, For Women - a mass-reach women’s service magazine.
These are just some of Maryellen’s many sponsored custom publishing
projects…
Adventures in the Breakfast Zone
At Welsh Publishing Group, Case created and sold a series of children’s custom
magazines for the General Mills kid’s cereal division. Over 20 million magazines
featuring General Mills’ cereal characters were produced and distributed via an
on-pack cereal offer.
Lights, Camera, Action, Go For It, Blast Off
Also for Welsh, she created a magazine premium concept for General Mills
Honey Nut Cheerios. The program combined a literacy initiative using the Honey
Nut Bee character. Three unique versions of the magazine educated kids 6-12
years old about career alternatives in sports, education and entertainment.
A total of 10,000,000 copies were produced and executed as an on-pack
collectable offer.
Little League Baseball Calendar Sponsorship
Maryellen created and then sold this promotion to Kraft, Inc. as a multi-brand
sponsorship. 1,800,000 copies of the calendar were distributed to Little League
players through the Little League Baseball Organization.
Spiderman in Amazing Adventures
Meet The America Reads Challenge: Read, Write, Now!
This partnership program benefited all three parties – Marvel, The U.S.
Department of Education and The National Dairy Council. Featuring the
Spiderman character,1,000,000 reading and writing workbooks were distributed
by the U.S. Department of Education with a healthy, good nutrition message.
Maryellen sold the National Dairy Council to underwrite the effort.
Get Fit
Case worked with The Athlete's Foot retail chain to develop a quarterly publication
with circulation ranging from 500,000 to 1,200,000 copies. These magazines were
distributed in select Weider health publications and in stores nationwide, coinciding with
retail promotional events
Lights, Camera, Action
A promotional partnership between Jump magazine and Kodak MAX one-time-use
camera brand resulted in 800,000 copies of a teen-targeted mini-magazine explaining
picture-taking. These were distributed during a nationwide mall tour. A special Jump
subscription offer was inside every copy.
Fit Pregnancy Calendar
Maryellen developed an educational pregnancy planner for Fit Pregnancy and then sold
the exclusive sponsorship rights to estyle.com for distribution inside 500,000 copies of
the magazine.
Soccer Jr. Mini-Mag
Case created a custom kid-targeted publication for Soccer Jr. that highlighted World Cup
soccer information and was in-packed into 7,000,000 boxes of Capri Sun drinks during
1994. Also inside: a special subscription offer to Soccer Jr. magazine.