Marketing Communications | Management

For ten years, Shel worked as the Marketing Communications Manger for Matthews International. She managed global communications of the Marking Products Division after forming a tight knit in-house agency to plan, monitor, produce, and support the corporation's strategic business objectives. During her work at Matthews, she created award-winning advertising campaigns in multiple industries, developed an event marketing program that drove sales, co-implemented a lead tracking solution that captured ROI from the lead to the point of sale, formed distributor programs that provided enhanced benefits for partner companies, crafted a public relations campaign that resulted in penetration into aggressive markets, and even became a technical expert and speaker on identification tracking for the building products industry.

A notable success in Shel Moore's career was the development of a digital publishing strategy to launch a well-read digital and print magazine for Matthews Marking Products Division's packaging market expansion. She created Production & Packaging Reporter with collaboration from Summit Publishing, publisher of the well-known Packaging World magazine. This unique advertising solution was completely out-of-the-box and off Packaging World's rate card. She worked with the staff at Summit Publishing to craft an exclusive and custom-tailored publication that appealed to high profile prospects within the packaging industry. The choice to use Packaging World's journalists provided increased credibility and status for the publication's intended readership. Her plan kept the competition in check as well, because her advertising agreement with Summit included an exclusivity clause that prevented any industry competitor company from producing their own digital magazine with help from Summit Publishing.

Within three months, readership of P&PR soared to well over 36,000 packaging leaders. Matthews gained valuable market research data with each issue due to the strategic decision to include a brief survey at the close of the online publication. P&PR provided value-added benefits to distributors of Matthews' marking solutions enabling them to sponsor content and small banner ads on both digital and print issues.