Russell J. Yost
"Communication is a two way street between marketers and consumers. Only after carefully listening to their target audience’s needs, wants and habits can marketers truly create an integrated campaign to draw their audience’s attention, create an interest for the product or service, and facilitate the desired outcome."
Integrated Marketing Communications is rooted in an organization’s value proposition. Effective communication campaigns begin by clearly defining a target audience, understanding the benefits and values the product or service offers this audience and how the organization can serve their audience’s needs better than anyone else. In the public, private or not-for-profit sectors, managers of integrated communications are charged with responsibility to communicate these benefits to the marketplace as clearly and creatively as possible.
New media tools provide a more targeted method to reach customers and clients. Organizations have the opportunity to “tell their story” by directly engaging and conversing with consumers.
When it comes to communications, the customer has always been and will always be the boss. New technologies make it even easier for them to close the feedback loop with marketers and advertisers. The most effective campaigns are developed by advertisers who pay attention.
Russell Yost is the Director of Marketing for Willamette University’s Atkinson Graduate School of Management. He is based at Willamette’s new Portland Center, coordinating all public relations, marketing and advertising efforts for the school, as well as writing articles and designing and updating the School’s website.
Russell previously served as an Account Manager for the Statesman Journal, Gannett, Inc.’s subsidiary in Salem and was a Legislative Assistant in both the Oregon House of Representatives and the Oregon Senate. He has also worked at a number of public relations firms in Oregon and Washington. He currently serves on the Board of the Public Relations Society of America (PRSA) Oregon Capital Chapter (Secretary and President-Elect) and the Board of the American Marketing Association (AMA) – Oregon Chapter (Professional Development Co-Chair). He completed the Leadership Portland program in 2007 and serves as a co-chair for the “Cultural Arts and Creative Economy” program day. He is also serves as the Publicity Chair for the American Cancer Society’s Relay For Life of Portland and volunteers for Loaves and Fishes, the local Meals on Wheels program.
Russell spent a semester studying international business and global marketing in Copenhagen, Denmark. He has received two Public Relations Spotlight Awards for his campaigns designed for the Willamette MBA. He also received a “Gold Award” from the Admissions Marketing Report for the “Get a Real MBA” campaign in 2008-2009. He was recognized as the Atkinson Graduate School’s Administrator of the Year in 2008.
Russell enjoys running, traveling (favorite spots: Hawaii, Paris, San Francisco), biking, hiking, watching basketball (especially Gonzaga) and wine tasting. His favorite vacation spot is the Big Island of Hawaii, where most of his family originated. He loves living in Portland and experiencing the city's many unique neighborhoods.
- M.B.A., Willamette University
- B.B.A., Gonzaga University
Areas of InstructionIntegrated marketing communications.
Public Relations Society of America (PRSA) - Counselors to Higher Education, PRSA Captial Chapter Secretary and Past-President, PRSA Portland Metro Chapter Member, American Marketing Association - Oregon Chapter Professional Development Co-Chair, Young Professionals of Portland, Young Professionals of Salem.
Awards and Distinctions
Portland Business Journal - "40 Under 40" - 2011
Salem Statesman Journal - "20 Under 40" - 2010
Higher Education Marketing - Gold Award - "Get a Real MBA" Campaign - 2009
Higher Education Marketng - Award of Merit - "Dean's Report - Best Of" - 2009
Willamette University MBA Administrator of the Year - 2008
PRSA Spotlight Award - Best B2C Campaign - "Empowered by Willamette" - 2007
PRSA Spotlight Award - Best Magazine - "Dean's Report: Directions" - 2007
Publications and WritingClaus, L. and Yost, R. (2010). A Global View of the University's Duty of Care Obligations. University Risk Management and Insurance Journal. Summer 2010 Edition.
Yost, R. (2010, July) Expecting the Best from your MBA experience. Oregon Business Magazine, p. 41.
Yost, R. (2010, June 10). AACSB International Accreditation as a Symbol of Quality for the MBA. Portland Business Journal, p. 38.
Yost, R. (2010, Summer). Strategic Thinking About Marketing Communications. Portland Business Alliance Small Business Connection, page 10.
Yost, R. (2008, November 25). Mentorship Makes a Difference. Statesman Journal.
Yost, R. (2008, November 11). Willamette University - Ranked First in the Nation for Sustainability Activities. Portland Business Journal.
Yost, R. with J. Howard (2011, April). Developing a Strategic Communications Plan. Public Relations Society of America (PRSA) Workshop for Not-for-Profit Organizations, Salem, Oregon.
Yost, R. (2010, December). Conversation and Convergence: The Future of Advertising. Presented at Willamette University First Thursday Lecture Series, Portland, Oregon.
Claus, L. and Yost, R. (2010, November). A Global View of Duty of Care and Reputational Risk for Universities. Reviewed and invited to track session at QS-APPLE (Asia Pacific Professionals in Leadership and Education) Conference, Singapore, Singapore.
Yost, R. (2010 February). Marketing in a Turbulent Economy. Presented at the Council for the Advancement and Support of Education (CASE) District VIII Conference, Portland, Oregon.
Yost, R. and Callahan, D. (2007, February). I Went There and I Loved It: Integrated Communications and Alumni Engagement. Council for the Advancement and Support of Education (CASE) Conference, Portland, Oregon.