As always, great overall planning. I think we made the impression that we were looking for with sponsors and supporters who never ?got it? until now.

The core approach to effectiveness at Sweeney Media Group begins with tailoring a team to meet the needs and objectives of the client. Our staff and network of colleagues have worked together providing strategic counsel to consistently generate great results.

Network
The core approach to effectiveness at Sweeney Media Group begins with tailoring a team to meet the needs and objectives of the client. Our staff and network of colleagues have worked together to consistently generate great results. By taking advantage of handpicked and proven experience from our event producers, caterers, entertainers and vendors, our clients can depend on receiving proven, strategic counsel that will be implemented in exciting, creative ways.

Justine Sweeney
As a graduate of Management Disney Style from Walt Disney World Corporation with a "ducktorate degree", Justine Sweeney's core values are quality service, integrity, enthusiasm and imagination. All of these values are combined with solid work experience that creates a connection between the audience and the brands she serves. Justine founded Sweeney Media Group in 2003 after ten years in marketing, advertising and public relations. Justine has served in various leadership roles in the advertising and public relations agency structure. On the media side, she served as Sales Promotion Manager of The Dallas Morning News where she oversaw hundreds of integrated media promotions for clients and led the effort to cross-sell Belo properties with clients such as Texas Lottery, Adventure Tours USA and American Airlines Vacations. On the client side, she served as National Marketing Director for Adventure Tours USA (Town & Country Tours and Santo Tours), a division of Sammons Enterprises. Notable accomplishments at ATUSA included management of the marketing function for three national travel brands. She has developed and implemented programs in more than 30 markets consisting of newspaper, direct mail, radio, TV, event marketing, promotions and publicity.

Justine graduated from Texas A&M University in College Station with a Business Administration degree in Marketing and specialization in Advertising.

Unique Community Involvement:

Sweeney Media Group owns and operates (free of charge) www.collincountysocialcalendar.com which provides a comprehensive calendar of meetings, events, charitable functions and social outings for the community post and use as a reference. Justine Sweeney is a regular contributor to Collin County Business Press (formerly Inside Collin County Business) and throughout 2008, Sweeney donated a monthly column in Frisco STYLE Magazine, “Socially Speaking” designed to celebrate the fabulous charitable events and people “happening” in Frisco that are the fabric of our neighborhoods.

As social media becomes a critical component to communications, Sweeney Media Group is developing a blog and marketing program named, “MANAGE THE ASK,” to help businesses manage the many "asks" they receive daily from nonprofits, schools, chambers and advertising sales people. Often the “ask” for sponsorships, donations and advertising is unsolicited and may come with the pressure of an aggressive sales representative, customer or volunteer who is just trying to help. Often the business will make a commitment that does not meet any marketing objective or is not even in the budget. MANAGE THE ASK is designed to alleviate anyone from having to say No and when it’s right to say Yes, implement it effectively for all parties. Our blog will provide frequent updates on ways to MANAGE THE ASK.

Firm Awards and Professional Affiliations:

Community Leadership and Involvement

As part of Sweeney Media Group’s commitment to the community, Justine is actively involved with several non-profit organizations including:

Current Involvement

Past Involvement


Pamela Deahl
Pamela Deahl, who has worked in the Metroplex since 1988, has over 17 years of marketing and advertising experience both on the agency and client side. Her passion is strategic planning, brand development and the creative process -- from concept to execution. Her career has allowed her to work on a wide variety of national and local businesses giving her a broad range of experience. Most recently Pamela headed all marketing, public relations and special events for The Shops at Willow Bend in Plano. While leading the center to positive sales growth during a challenging economic period, she also got involved in the community supporting organizations such as American Heart Association for Collin County, PISD Teacher of the Year and PISD Education Foundation. Prior to The Shops at Willow Bend, Pamela spent six years with Pizza Hut, in Dallas, where she served as national advertising manager and national marketing manager for new products, which included her work on The Big New Yorker pizza campaign and the successful launch of Twisted Crust pizza. She has also worked with many national retailers, such as JCPenney and Gordonís Jewelers, as an account executive for advertising agencies, Temerlin McLain and Publicis.

Pamela holds a B.B.A. in marketing from Stephen F. Austin State University in Nacogdoches, where she was graduated magna cum laude and named the outstanding marketing graduate.


Anita Karney
Anita Karney is an integral part of Sweeney Media Group providing support ranging from market research, issues management, speechwriting and executive communication support services, and public relations campaign support. Anita Karney received her Masters degree in Library Science in 1988 while working as a law librarian in a major Dallas area law firm. In 1990 she joined Electronic Data Systems as a Corporate Librarian, handling research requests from EDS personnel worldwide representing a wide range of industries. Subsequent experience included market research and analysis in the Insurance and Healthcare industry groups, and the Corporate Public Relations and Global Communications groups. Research services were provided to support top-level management strategies and communications. Anita resides in Waco, Texas.


Amy Maurer
Amy's career in brand management, advertising and marketing began at Coca Cola as a Key Account Market Manager where she developed over 20 consumer promotions annually for Minyard Food Stores, Kroger and Alberstons. She brought this experience with her to The Wilson Group as a Senior Area Manager of Nabisco where she developed volume-driving promotions for Cream of Wheat, Milk-Bone, Grey Poupon, A.1 Steak Sauce, Planters Peanuts, LifeSavers and Knox. Her marketing experience includes creative services oversight and responsibility for the management of over $1,000,000 in budgets for all seven Nabisco brands. As a seasoned brand professional, Amy joined the Fort Worth Zoo as Director of Marketing and Corporate Partnerships. Her role included all functions of the marketing department which included advertising, public relations, corporate partnerships, membership, Zoo Parents, guest relations, special events, marketing services and promotions. Amy budgeted and planned a $600,000 marketing budget for The Fort Worth Zoo as well as solicited, negotiated and fulfilled over $450,000 in corporate partnerships for the Zoo's exhibits, special events, membership and adoption programs and other marketing activities.

In addition to providing her professional expertise to clients of Sweeney Media Group, Amy serves the most important role of "Mom" of Matthew and Jack. She is an active community volunteer in Coppell serving as a board member of St. Ann's Preschool coordinating events and developing a strong non-profit and fundraising structure; volunteer as Room Mom and Mother's of Young Children contributing to the Metrocrest Food bank. She holds a Bachelor of Business Administration in Marketing from The University of Texas at Arlington.


Lauren Shuford
Lauren Shuford is the Public Relations Coordinator for Sweeney Media Group serving all clients' community relations and project implementation. A Cum Laude graduate of Texas Christian University, Lauren studied Communications and Spanish and is a member of the National Collegiate Honor Society. During her time at TCU, Lauren served as a member of the National Collegiate Honor Society and Delta Delta Delta Sorority. Lauren developed her leadership and public relations skills as reference chair and music chairman for Tri Delta. Her emphasis in Spanish included an abroad study in Sevilla, Spain focused on the Spanish language, culture and European government. Lauren was born and raised in Dallas, Texas and enjoys spending time with friends and family, going on walks, and relaxing on the beach. She enjoys charity work including, Interfaith Housing's, Walk on the Wildside, On Target for a Cure benefitting the Leukemia and Lymphoma Society and supporting Genesis Women' Shelter. Before joining Sweeney Media Group, Lauren worked as a marketing intern at Billingsley Company and for Briggs Freeman Real Estate.


Lori Bittenbender
Lori Bittenbender is a public relations professional and an accomplished corporate communications writer, whose work has been published in numerous corporate newsletters. She also has vast experience developing effective marketing and public relations materials, including: advertising and website copy, press releases, pitch letters, blog articles and creative publicity campaigns.

Ms. Bittenbender has planned and executed media and public relations campaigns for clients including Kokopelli's Wellness Spa, True Yoga Inc., Author Dee Frazier, Chopra Center for Well Being, Sprint PCS, Price Pfister Pfaucets, Coors Brewing Company and Club Disney.

Lori has worked in a large PR agency in Southern California, and has recently had the privilege of providing Dallas companies with PR support where she has established working relationships with local and national media and regional community organizations. She consistently attends networking meetings with the local Public Relations Society of America to maintain and create new relationships with local TV producers and newspaper editors.

She has facilitated the placement of numerous stories in print, internet, radio and television including Dallas Morning News, Chicago Tribune, Dallas Business Journal, Los Angeles Times, NBC's The Today Show, WLS ABC 7, Chicago, NBC 5 Chicago, and all Dallas news channels including WFAA, NBC 5, KTVT, and FOX 4 Good Day.

Lori's creativity has garnered numerous awards from various Southern California Public Relations Societies of America including: 1999 Protos Award, Media Relations Program for Club Disney and 1998 PRism award for the Million Dollar Homerun Hitting Contest, Coors Brewing Company.

In order to maintain her creativity, Lori believes in learning new things and trying new experiences. She enjoys practicing yoga, creative writing and recently became a licensed massage therapist.


Penny Goldsberry
Penny Goldsberry is the lead event producer for Sweeney Media Group and Sweeney Soirees with strengths in developing event concepts, event production, logistical management and organization, contract negotiations with vendors and streamlined planning of the on-site event execution. Her calm demeanor and leadership ensure a smooth running and successful event. She is a graduate of Southern Methodist University. She serves several corporate clients such as Abbott Labs, Ascendix Technologies, Barneys, BearingPoint, Blue Cross Blue Shield, Broadlane, Children's Hospital, Chubb Insurance, Fed Ex, Hawkeye, Hermes Sargent Bates, Idearc, International Law Section of the State Bar of Texas, ista NA, Johnson & Johnson, Kimberly-Clark, Leukemia & Lymphoma Society, Lynn Tillotson & Pinker, Mattingly Lumber, NAPFA, Pickles & Ice Cream, PrimeSource, ReCourses, Roland Criss, Shelter Mortgage, Spectrum Strategies, T-Mobile, Voyager Expanded Learning, WellPoint and others.

Penny is active in the Dallas area with extensive leadership and volunteer work such as board of director and chair of membership for the Dallas Convention and Visitor's Bureau, board of director for Resource Center of Dallas, member of International Special Events Society, Dallas Roundtable, Junior League of Dallas, volunteer for Gilda's Club of North Texas and past supporter of Bryan's House, Booker T. Washington, Leukemia Society of America and National Multiple Sclerosis Society. When not volunteering, Penny in an active runner and lives in Dallas, Texas.


Ashley Carter
Ashley Carter joined Sweeney Media Group in the summer of 2008 as a Public Relations Account Executive and handles media relations, social media and project implementations for all clients. Ashley is a proud graduate of the University of Oklahoma with a bachelor’s degree in Journalism and Mass Communication with an emphasis on Public Relations. While at OU, she was a part of OU Student Media’s award-winning Sooner yearbook editorial staff, The Oklahoma Daily newspaper and a variety of other projects within the department. Ashley was also a member of the Alpha Gamma Delta sorority and served on the recruitment and public relations committees.

Ashley was raised in Collin County and enjoys spending time with friends and family, OU football, traveling and learning more about the world of marketing and public relations. Ashley is also involved with Junior League of Dallas, the Public Relations Society of America - Dallas Chapter and the Dallas Alpha Gamma Delta Alumnae Chapter. Before joining Sweeney Media Group, Ashley worked as a field operations and development intern at the American Heart Association National Center in Dallas.


Robin Gentry
As a broadcast media specialist, over the past thirteen years, Robin has handled regional broadcast buying services for two of the nation’s leading automotive agencies, OMD (an Omnicom agency) and Rubin Postaer, handling all aspects of media service for both Nissan North America and American Honda Motor Co. Additionally, she has invested more than $14 million in broadcast media for clients that include General Motors dealers, Wells Fargo, Lowes, State Farm, Cingular Wireless, Visa, Fed Ex, Quaker, DirecTV, Sterling Jewelers, TJMaxx, Marshalls, Eyemart Express, Osage Million Dollar Elm and Paragon Casinos. Her expertise includes developing annual investment strategy and strong negotiation methods for achieving maximum return on investment while managing both large and small budgets efficiently.

Robin also spent time client-side handling both sales and marketing roles for a global skincare testing company, creating customized marketing solutions for International Health & Beauty companies including Procter & Gamble, Unilever, Clinique, Estee Lauder, L’Oreal, Bath & Body Works, and Cardinal Health. She handled all marketing relations for the company which included Global Expo exhibits, website content, direct mail campaigns, PR and print advertising. Robin has also executed print campaigns for Galderma pharmaceuticals and Healthpoint dermatology.

Outside of work, Robin is committed to volunteerism through the Junior League of Dallas and formerly with the Junior League of Fort Worth working with both Habitat for Humanity and the Salvation Army Family Living Center. She most enjoys her time to travel, visit family and friends, snow skiing and boating. Robin likes to explore her creative side through interior decorating. She holds a Bachelor of Business Administration in Marketing from Southern Methodist University.


Betsy Gray

Betsy Gray is a 20-year creative veteran of the advertising, nonprofit and corporate worlds. Her future in design was sealed the day she drew the best clown in her first grade class and was encouraged to pursue private art instruction. Her passion to elevate a company’s image has contributed to exponential growth for every organization in which she has served.

Betsy most recently directed the branding and creative efforts for an international beauty company, making over the organization's marketing presence to match its upscale offerings, which doubled in sales during her tenure. Her contributions included developing cohesive branding, producing compelling photography, helping launch the company’s websites and advertising programs, even designing corporate interiors. While on the agency side, Betsy produced fresh, award-winning design and advertising for international retail, high tech, and fashion clients.

Her current focus is serving high end real estate, business services, and beauty clients. She is an award-winning packaging designer and is experienced in bringing new products to market in the personal care and beauty industries.

Betsy holds a Bachelor of Fine Arts in design and illustration from East Carolina University. She has been a longtime member of the American Marketing Association and the Dallas Society of Visual Communications. She resides in Frisco with her husband and two lovely children.


Fabulous SMG Interns:
Jessica Cortez
Kelli Hopson