NANCY RICHARDS NancyLRichards@aol.

com
255 West 94th Street 917-873-6389
New York, NY 10025

CAREER SUMMARY
Marketing / Public Relations / Strategic Marketing / Branding / Communications / Promotions
Program Launches / Event Planning / Product Placement / New Media / Corporate Sponsorship

SPECIAL SKLLS
Developing relationships with corporations, foundations and individuals for funding. Sourcing
opportunities to develop co-branding programs. Creating innovative partnerships with sponsors.
Managing corporate and non-profit public relations and fund-raising events. Access to celebrities and
high profile CEO’s. Working effectively within team structure. Capitalizing on strategic marketing
opportunities.

PROFESSIONAL EXPERIENCE

The Richards Group, Inc., President 1993 - Present

Owns and operates a consulting company specializing in development and execution of partnerships in
local and national promotions for Fortune 500 companies. Services include event planning, consumer
strategic planning, branding, product placement, budget management, staff supervision and publicity.
Clients include: American Express, Visa, AOL, McDonalds Corp., Burger King, Virgin Atlantic
Airlines, Time Warner Cable, MTV, Lexus, Marriott Hotels, Hilton Hotels, Macy’s, Bloomingdales,
NY Jets and marketing over one hundred Broadway shows.

ACCOMPLISHMENT HIGHLIGHTS

• Community and Public Agencies:

o NYC&Co: Created and produced post-9/11, high profile campaign for NYC & Co. to
promote tourism because the number of out-of-town visitors dropped dramatically in
late 2001, impacting the economy. Developed on-hold message program for hospitality
industry using celebrities, including Donald Trump, Mayor Bloomberg, Whoopi
Goldberg and Tiki Barber. Reached 1.2 million people, reinvigorating NYC economy
and “I Love NY” campaign.

• Fashion:
o Macy’s: Engineered $280K Valentine’s Day co-branding promotion for Macy’s with
Sofitel Hotels, Air France and Delta Airlines. Created contest format with Paris trip as
grand prize. Coordinated hotel and airline donations. Negotiated national promotion
including store signage, window displays, advertising buy and catalog presence.

• Sports:
o NY Jets: Negotiated first-time, theater-oriented ABC Monday Night Football half-time
show for NY Jets. Team requested innovative half-time event for first televised Monday
Night Football home game in nine years. Recruited entertainers from three Broadway
shows. Produced musical portion of event, coordinating and directing all camera work.
Team management decided to replicate successful event at future games.
• Theatrical Entertainment:
o Producer of productions on Broadway and London’s West End. Personally raised
over 8 million dollars.

o Spring Awakening and Degrassi: Created state-of-the-art marketing strategy for the
Broadway show Spring Awakening, boosting youth awareness when ticket sales were
lagging below expectations. Researched and analyzed potential marketing programs
geared to high disposable income teenage demographic. Initiated ticket sales promotion
using a WAP site, video streaming, and live streaming to mobile telephones.
Successfully produced innovative viral marketing campaign. Developed a youth-
oriented event with N Channel, AOL Red. Coordinated celebrity-moderated (Rosie
O’Donnell & Zack Braff) live webcast of town hall discussion on teenage issues, using
youth casts from Degrassi and Spring Awakening. Created and designed variety of
promotions for broadcast on cable television and websites with fan base over 2 million.
Received national and local press coverage. Increased sales 20% and viewership 40%.
Created specialized merchandise for this event.

o Bridge and Tunnel: Planned and executed celebrity-driven opening night PR event for
Broadway show, doubling ticket sales. Producers of Bridge and Tunnel wanted high-
profile celebrity gala to promote show. Recruited Meryl Streep to serve as host. Secured
United Nations as party venue. Planned menu, seating, transportation, security and press
relations. Received nationwide media coverage, substantially expanding awareness.

o Ragtime: Developed essay promotion with Burger King, Dr. Pepper and WABC-TV to
promote Black History Month. As Marketing Director for Broadway play, Ragtime,
created partnership to increase Black History Month awareness. Solicited prizes,
including scholarship awards. Promoted on television and in restaurants. More than
2,000 essays received. Partners acknowledged for their public service contribution.

o Off-Broadway: Developed network media event to promote off-Broadway play,

increasing ticket sales 30%. Afterplay producer sought public relations support for
under-subscribed show starring Rita Moreno, Anne Meara and Jerry Stiller.
Coordinated social event with cast attendance. Invited local ABC, NBC and CBS news
representatives. Story led late night news broadcast on all three channels and was
picked up by AP for national newspaper reports.

OTHER RELEVANT WORK EXPERIENCE

• Young & Rubicam, Inc., Researcher, 1991-1993.
o Developed and implemented strategies based on focus group research.
o Designed and evaluated research results on behavioral buying patterns.
• Howard Rubenstein Associates, Personal Assistant to CEO
• Esteé Lauder, Inc., Product Development Training, Program Executive
• Royal Shakespeare Company, Actor, U.K.
• Visa to work in the U.K.

EDUCATION
Master of Arts, Theater, Royal Academy of Dramatic Art, England.
Bachelor of Arts, Ohio Wesleyan University.