RUSSELL J. YOST
Contributing Assistant Professor
B.B.A., Gonzaga University
M.B.A., Willamette University

EML:  ryost@willamette.edu

"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.

Public Relations Society of America (PRSA) - Counselors to Higher Education, PRSA Captial Chapter Secretary and President-Elect, PRSA Portland Metro Chapter Member, American Marketing Association - Oregon Chapter Professional Development Co-Chair, Young Professionals of Portland, Young Professionals of Salem.

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

"I Went There and I Loved It - Integrated Marketing Communications and Alumni Engagement," with D. Crawford, CASE District VIII Conference, Portland, OR