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Dr. William J. Ward email: dr4ward@me.com Web: www.dr4ward.

com Twitter: @DR4WARD LinkedIn: dr4ward Phone: 616-915-8138 Education: Doctor of Philosophy, Media & Information Studies (Advertising), Michigan State University, 2007 Dissertation: The Heuristic and Systematic Processing of Brand Attributes and Neutral Information Sources in the Decision To See A Film At The Theatre. Master of Science, Grand Valley State University, 1998 Specialization: Communication Research Thesis: Cause-Related Marketing. Bachelor of Science, Grand Valley State University, 1991 Major: Advertising & Public Relations Specialization: Computer Science

Academic Experience: S.I. Newhouse School of Public Communications, Syracuse University (AEJMC) Department of Communications, Syracuse University Fall 2011 Western Michigan University, Haworth College of Business (AACSB), Department of Marketing, Kalamazoo, Michigan Adjunct Professor of Marketing, Spring 2011 Undergraduate Courses Taught: • Internet Marketing (MKTG 3730) • Retail Merchandising (MKTG 3760) Grand Valley State University, Seidman College of Business (AACSB), Department of Marketing, Grand Rapids, Michigan Adjunct Professor of Marketing, Fall 2010 Undergraduate Courses Taught: • Marketing Management (MKTG 350) Ferris State University, College of Business, Department of Marketing, Big Rapids, Michigan Assistant Professor of Marketing, Fall 2008 – Spring 2010 Undergraduate Courses Taught: • International Marketing (MKTG 441) • Marketing Research (MKTG 425) • Consumer Behavior (MKTG 322) • Advertising Design and Production (ADVG 312) Alfred University, College of Business (AACSB), Alfred, New York Assistant Professor of Marketing, Study Abroad Program Leader Fall 2006 – Spring 2008 Graduate Courses Taught: • International Marketing (MBA 660) Undergraduate Courses Taught: • International Marketing and Advertising Program in Cannes, France • International Marketing (MBA 660) • Strategic Marketing Management (MKTG 499) • Promotional Strategies (MKTG 486) • Consumer Behavior (MKTG 479) • Marketing Principles (MKTG 221) 1

China University of Geosciences, College of Information Management (AACSB), Wuhan, China Visiting Professor of Marketing, Summer 2007 Undergraduate Courses Taught: • International Marketing University of Michigan, Ross School of Business (AACSB), Department of Marketing, Ann Arbor, Michigan Adjunct Lecturer of Marketing, Spring 2006 Undergraduate Courses Taught: • Designing Persuasive Communications (MKTG 407) Michigan State University, Department of Advertising, Public Relations and Retailing, College of Communication Arts and Sciences, East Lansing, MI Visiting Instructor of Advertising and Public Relations / Study Abroad Program Leader Fall 2000 – Fall 2005 Undergraduate Courses Taught: • International Study Abroad Program – Advertising & Public Relations in Italy and France (American University of Rome) • Advertising & Society – Law & Ethics (ADV 475) • Advanced Creative Broadcast (ADV 428) • Copywriting and Art Direction (ADV 322) • Creative Strategy and Execution (ADV 317) • Principles of Public Relations (ADV 260) • Principles of Advertising (ADV 205) • Principles of Marketing (MKT 100) Grand Valley State University, School of Communications, Allendale, MI Adjunct Professor of Advertising and Public Relations, Fall 1996 – Spring 2000 Undergraduate Courses Taught: • Media Planning (CAP 413) • Advertising & Public Relations Campaigns (CAP 400) • Advertising Copywriting (CAP 315) • Advertising Management & Cases (CAP 310) • Nonverbal Communications (COM 210) • Concepts of Communication (COM 101) MKTG 499, MKTG 425 and CAP 400 Class Client and Community Projects Include: For-Profit Client Projects > Burton Snowboards > Detroit Red Wings > Chevrolet Alternative Fuel Solution Vehicles > Cadillac > Wendy’s > Meijer > Burger King of West Michigan > D&W Food Centers > The Ski Shop in Swain > The Old West Not-for-Profit Client Projects > Direction Center > Project Rehab > Grand Rapids Youth Commonwealth > YWCA > North American Indian Center > Baxter Community Center > Alcohol Harm Reduction > Michigan Small Business and Development Center, Grand Valley State University

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Professional Experience: DR4WARD / 4-Ward Communications Grand Rapids, MI President / Senior Consultant 1993 – Present http://www.dr4ward.com/ Providing consulting for diagnosis and prognosis of integrated marketing communications and 360 degree branding. including: strategic marketing management, primary and secondary market research, public relations, advertising, fund development and grant writing, strategic planning, creative development, media planning, budgeting, database development, production and project management. Clients include: • Jack Loeks Theatres / Celebration Cinema / Imax Theatre, Grand Rapids, Michigan

• Seidman College of Business, Grand Valley State University • Showspan Incorporated, Grand Rapids, Michigan • Meijer, Grand Rapids, Michigan • Microsoft, Redmond, Washington • Country Fresh, Grand Rapids, Michigan • Doner, Southfield, Michigan • National Center for Genome Resources, Sante Fe, New Mexico • Unity College, Unity Maine • Higher Ground Ministries, Boulder, Colorado • Dorothy A. Johnson Center for Philanthropy, Grand Valley State University, Grand Rapids, Michigan • Office of Community Research, Grand Valley State University, Allendale, Michigan • Adoptive Family Support Network, Grand Rapids, Michigan Burgler Advertising, Grand Rapids, Michigan Senior Account Executive, 1994 – 1995 Responsible for client relationships, agency team management, supplier relationships, creative development, production, media planning, budgeting, public relations and project management. Clients include: • D&W Food Centers, Grand Rapids, Michigan • Grand Rapids / Kent County Visitor and Convention Bureau, Grand Rapids, Michigan • Cannon-Muskegon, a subsidiary of SPS Technologies, Muskegon, Michigan • Ameribank, Muskegon, Michigan • Asgrow, Kalamazoo, Michigan Meijer, Inc., Grand Rapids, Michigan Progressive responsibilities and advancement, 1983 - 1992 Positions include: • Broadcast Production / Media Promotion Coordinator, Advertising Department,1990 -1992 • Replenishment Systems Analyst, Inventory Control Department, 1987 – 1990. • Advertising / Pricing Coordinator, Fashion Division, 1985 - 1987

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Publications, Conference, Presentations & Panels: DR4WARD.com covers Digital, Innovation, Creativity, Marketing, Advertising, Public Relations, Social Media and Higher Ed and averages over 5,000 views per month / 60,000 visits per year. Innovative use of Web 2.0 Digital Tools and Social Media for the delivery of face-to-face, blended(hybrid) and online classes will provide a steady stream of pedagogical research and grant opportunities. Example: Marketing Management - MKT 350. Currently ranked #23 globally among marketing professors teaching students digital marketing, social networking, blogging, search optimization, Google and more in my classes by Social Media Marketing Magazine. Keynote Speaker – The State of Integrated & Online Digital Marketing • • Ferris State University, PRSSA February 24, 2011 Western Michigan University, MBA February 23, 2011

Keynote Speaker – New Digital Tools for Student Teaching & Faculty Research – Twitter, LinkedIn & Google. Western Michigan University, College of Business, Faculty Workshop February 11, 2011 Guest Columnist - “Will Social Media Courses Enable A Cultural Shift in Higher Ed?” Social Media Marketing Magazine, Issue 3, December 7th, 2010 Keynote Speaker – How to Use Twitter Professionally and How to Use LinkedIn Professionally Michigan State University Marketing Association, November 16, 2010 Co-presenter at the event included John Hill, Director Alumni Career Services Keynote Speaker – Why Now is the Best Time to Get Into Marketing & Advertising ** Update** (Ideas From Around the Worth Sharing) Michigan State University Marketing Mix, October 27, 2010 Attended #140Conference Detroit October 20, 2010 The #140conference provides a platform for the worldwide twitter community to: listen, connect, share and engage with each other, while collectively exploring the effects of the emerging real-time internet on business. Attended TedxDetroit Conference, September 29, 2010 Featuring leading creators, catalysts, entrepreneurs, artists, technologists, designers, scientists, thinkers and doers sharing what they are most passionate about — innovative ideas from around the world. Keynote Speaker – Wish I Thought of That (Ideas From Around The World Worth Sharing) - Why Now Is The Best Time To Get Into Advertising & The Power of Social Media Western Michigan University, April 9, 2010 Inaugural Advertising Career Development Night Co-presenters at the event included speakers from DIGITAS, DONER, Leo Burnett, MLive, & TMP Speaker - Teaching With Twitter? Michigan K-12 Teachers at the West Central Tech Partnership Conference, Oct. 16, 2009. Presentation has had over 1,500 views on Slideshare.net and was featured on what's "Hot on Twitter" Presenter - “What’s all the Twitter About” presented at the Ferris State University, Spring Learning Institute, Mar 31 – April 1st, 2009 Presenter - “Involvement and Movie-going Behavior” presented paper at The Sixth Wuhan International Conference on e-business, Wuhan, China, May 26, 2007 Developed and hosted “The Global Leaders In Innovation” Speaker Series, Alfred University, New York 2007-2008 Featuring industry thought leaders on innovation and emerging technologies from Nike, Kodak, Marvel Entertainment Inc., Ogilvy, Jet-Blue, and Global Search Strategies International. Topics included: "Digital Game Changer for Marketing," "Innovations in Market Research," "The Turnaround of a Super 4

Brand," "The Evolution of Digital," “360 Degree Branding and Crisis Management" and “Search Marketing 2.0.” Guest Editorial - “Hollywood promotion…at Church? Movie product placement and crosspromotion go too far. It’s time to set limits on marketing’s reach.” Christian Science Monitor – December 21, 2006 Paper - “I Had to Look, Having Read the Book: Determinants of Film Attendance in the Information Age.” Association for Education in Journalism and Mass Communication Conference, July 31, 2003 Paper / Panel - "Film - The Movie-Going Experience" panel and paper presented on "Motivations of Movie-Going Behavior." Midwest Popular Culture Association, Annual Conference, Milwaukee, Wis. Oct. 4-6, 2002 Research / Working Papers: • Using Web 2.0 and Social Media in the classroom • New Media / Emerging Technologies for teaching and learning • Genre’s Relationship to Story Organization and Audience Expectations in the Marketing and Distribution of Film • Media Economics and the Impact of Digital Media on Motion Picture Content and Distribution • Heuristic and Systematic Processing of Movie Trailers: Determinants of Film Attendance Media Interviews / News Features: Featured in Ferris State Torch • "Social Media Master, Dr. 4Ward - A Ferris Professor's work in social media has earned him recognition in several prominent news sources" - February 24, 2010 Quoted in the Wall Street Journal • "Apple Tablet Draws Jeers, Legal Rumblings Over iPad Name.” - January 30, 2010 • “Monster, Doritos Score in Big-Game Blitz – In Ad Survey, Coke Is a Super Bowl Victor, Anheuser’s Crown Slips and Cash4Gold Fumbles.” - February 2, 2009 • “Coke, Clydesdales Score with Super Bowl Viewers” - February 4, 2008 “Clever Gags Score High in Super Bowl Ads” - February 6, 2006 • “Patriotism, P. Diddy Shine In a Less-Than-Super Ad Bowl” - February 7, 2005 • “How a Coke Ad Campaign Fell Flat With Viewers” - March 19, 2001 Feature story in Shannon Paul’s Very Official Blog • “Resources for University 2.0. – Using Social Media in the classroom” - February 2, 2009 Quoted in the New York Times • “A New Chrysler and a New Marketer.” - August 16, 2007 Quoted in the USA TODAY • “The ads of 2007: Ad-mirable to ad-dlebrained.” - December 30, 2007 • “Gatorade gives audience an early look at Super Bowl ads.” - December 20, 2007 Quoted in the Lions Daily (Cannes International Advertising Festival) • “A ‘week-long MBA’ for Alfred Students.” - June 18, 2008 • “Festival’s first student delegates embark on a fantastic learning experience” - June 21, 2007 • “School is in at the Festival for 40 students from Michigan State University’s advertising, public relations and retailing department.” - June 21, 2005 Radio Interviews • Michigan Talk Radio Network - Tim Staudt on Sports, February 6, 2006. • WQTX’s Jack Ebling Sports Show, February 7, 2005 Television Interviews • WLNS – Study Abroad Programs related to SARS and the War in Iraq Spring 2003 • WILX, WLNS - Super Bowl ads January 28, 2001 Press Interviews • State News, February 7, 2005 – “Bud Light’s Skydiver ad earns highest grade in MSU Superbowl ad competition” • Associated Press Wire, January 29, 2001 – “Dole / Pepsi spot favorite ad of professors” for the Michigan Live State Edition / Booth Newspaper’s website

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Recognition / Awards: • American Marketing Association Hugh G. Wales Outstanding Faculty Advisor of the Year AMA International Collegiate Conference, New Orleans, LA 2007 - 2008 • American Marketing Association Revitalized Collegiate Chapter of the Year 2007 – 2008 • Outstanding Achievement in Advertising Education, Michigan State University April 22, 2003 • $3,000 Service Learning Grant for working w/ Not-for-Profit community projects. 1999 - 2000 • Two ADDY Award winners and five ADDY Citations of Excellence Grand Rapids Advertising Federation 1994 -1995 • National Finalist Retail Advertising Conference 1994 -1995 Professional Service: • Reviewer - American Journal of Business, Special Issue on New Media / Emerging Technologies Fall 2009 • Reviewer - Association for Education in Journalism and Mass Communication, Advertising Division, Special Topics on New Media / Emerging Technologies August 2010 • Reviewer - The Sixth Wuhan International Conference on e-business, Wuhan, China May 2007 • Board Member – Collegiate Relations Chair, West Michigan American Marketing Association, Grand Rapids, Michigan (West MI AMA) 2008 – 2010 • Board Member – Collegiate Relations Chair, Rochester American Marketing Association Rochester, New York (RAMA) 2007 – 2008 • Judge - American Marketing Association International Collegiate Conference, New Orleans, LA Collegiate Chapter Competition 2007 • Judge - Best of the Web, Rochester Business Journal, New York 2008 • Judge - Marketer of the Year for Western and Central New York, Rochester American Marketing Association / Rochester Business Journal 2008 Departmental Service: • Faculty Advisor – Collegiate Chapter of the American Marketing Association College Service: • Member - Curriculum Committee • Member – Assessment Committee • Member – Strategic Committee University Service: • NCAA / Empire 8 Faculty Athletics Representative • Member - University Assessment Committee • Member - University Leadership Team Professional Memberships / Associations: • Association to Advance Collegiate Schools of Business • Delegate, Cannes International Advertising Festival • American Marketing Association • American Academy of Advertising • Association for Education in Journalism and Mass Communication • American Advertising Federation • Midwest Popular Culture Association • Small Business Association of Michigan

2006 – 2008

2007 – 2008 2007 – 2008 2007 - 2008

2007 - 2008 2007 - 2008 2007 - 2008

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