W2 Communications encompasses the marketing expertise of Wayne Wilkins. I am a marketing strategist, creative director and content producer with more than 20 years experience marketing a variety of highly visible and well-regarded brands, organizations and institutions.
The best marketing is elegant marketing
Every touchpoint for your audience with your brand is a component of marketing, and every touchpoint must be considered in your marketing strategy. For me, marketing is everything, and everything is marketing. When every touchpoint is controlled, and done so with a consistent brand voice and message, then you have achieved truly elegant marketing. Only with elegant marketing can your brand, organization or institution grow to find its maximized potential.
I specialize in knowing how to walk the fine line between data and design, between business minds and creative minds, and between investment and return. From brand development to strategic planning to creative execution, I can help your brand, organization or institution find your unique elegant marketing solution.
My specialties include: branding/rebranding, marketing strategy, creative direction, traditional media, integrated digital marketing, communications, event production, and video/multimedia production.
Background
I developed my marketing skills at MTV and VH1, in the days when both of those brands were on the rise. In 13 years with MTV Networks, I rose through the ranks to become the VP of Marketing Communications & Off-Air Creative for VH1, having built and managed an award-winning in-house creative agency of 18 talented content producers, putting out many hundreds of projects each year. Over the years there I oversaw branding efforts for key programs and events, and personally directed and produced dozens of sales and marketing videos and multimedia presentations, and produced sales and marketing events and concerts featuring world-renowned musicians.
After some time as an independent marketer and creative director, part of which was spent as a freelance writer and creative director for Jack Morton Worldwide, I decided to bring my skills to Rhode Island School of Design's Division of Continuing Education. In my eight years there, I oversaw the redesign and branding of each of the Division's programs and publications, introduced integrated digital marketing efforts to target both local and global audiences, and developed their first independent website. During my tenure, all of RISD/CE's programs saw their highest-ever enrollments.
Most recently, I served as the Director of Marketing & Communications for the Rhode Island Philharmonic Orchestra & Music School. Hired to help stop a steady decline in subscriptions and single ticket sales for the orchestra, and to help increase enrollment for the Music School, I oversaw a complete reorganization of the Marketing Department and the execution of new marketing strategies and methodologies throughout the organization. Results include steady and consistent growth for the Music School, and increases of 39% in single ticket sales and 21% in subscriptions overall for the orchestra.