Laurie DeYoung, Vice President

Laurie DeYoung

Vice President

Laurie values collaboration, creative thinking and streamlined processes that keep projects running smoothly and efficiently. Writing is her specialty. She loves finding the perfect language and voice to reflect a client’s brand, and strives for clear, concise communication.

Professional Experience

As King’s Vice President, Laurie DeYoung provides high-level strategic direction to all agency accounts and daily account management for select clients. She develops marketing plans, budgets and creative briefs. She also conducts primary and secondary research on behalf of clients and assists the president with business development. In addition, she serves as one of our agency’s copywriters. Her specialities include press releases and crisis communication.

Throughout her career, Laurie has managed a myriad of projects. Examples include in-depth client research and branding, an administrative software implementation, and annual communication strategy. She is a process thinker known for her ability to keep initiatives organized and on track.

Laurie began her career in the Enrollment sector of Alma College. She has a thorough understanding of both the strategic and creative aspects of enrollment marketing, thanks to her role as liaison between the Admissions Office and the Communication and Marketing Office. As a key member of the strategic marketing team, she developed recruitment-focused marketing strategies and provided leadership for strategic content creation. For seven years, she wrote or co-wrote all admissions publications. Additionally, she maintained content for the Admissions Office web pages and incoming student portal. She also created comprehensive communication tracks for all the Admissions Office’s target markets, with complex layers dependent on prospective student age, stage of the admissions process, academic and co-curricular interests, and more.

She possesses demonstrated analytical skills, which she uses to analyze program effectiveness and make recommendations for improvement. At Alma College, she developed and coordinated career outcomes surveys. She also analyzed the survey data and composed internal and external reports documenting career outcomes. These were used across the college to identify areas for improvement. In addition, she employed various survey techniques to assess the effectiveness of her career services programs and made adjustments to her programming as necessary. At King, she collaborates with other staff to analyze market research and leads development of our Intelligence Reports.

Laurie has a bachelor of arts degree in business administration and English from Alma College. She also earned her MBA from the University of Michigan-Flint with a concentration in organizational leadership. Laurie remains an active alumna for both institutions, frequently participating in admissions and career events.

My Michigan.

Biking, running, camping, breathing, laughing, swimming…you’ll find me and my family enjoying the UP every chance we get. We relish getting closer to each other and farther away from technology. From all-day rides to quiet nights under the stars, I find joy and peace when I’m off the beaten path.

Awards & Recognition

In addition to the many awards Laurie DeYoung has helped King achieve, she was a significant contributor to strategic development, messaging and copywriting for Alma College publications that received the following awards: 

CASE Silver Award, 2008: College Marketing Materials

Admissions Marketing Report Gold Award, 2009: Admissions Publications

Admissions Marketing Report Merit Award, 2011: Admissions Publications

Davey Gold Award, 2011: “Alma Experience” Advertisement

Educational Advertising Merit Award, 2012: Admissions Search Piece

Communicator Awards Silver Award of Distinction, 2014: Admissions Arts Piece

Outside the office, you’ll often find Laurie riding one of her bikes, racing triathlon, or being a mom to her two sons with the same vigor, commitment and drive she brings to work every day.