I am a successful, public affairs and communications director who uses creative and highly effective internal and external communications, which aligns with the organization’s brand messaging. Through the use of social media, media relations and targeted marketing/advertising efforts, there is a demonstrated increase in awareness and revenues. As an organization’s brand leader, I position leadership, staff, programs and services as experts in their professional fields, as well as raise the overall positive awareness for the organization.

1. Bo Larsen
Email: BowenLarsen@cox.net www.Linkedin.com/BowenLarsen
Telephone: Cell (602) 349-6749
Director of Communications & Public Affairs
I am recognized as a successful strategic public affairs and communications director who uses creative and highly effective
internal and external communications, which aligns with the organization’s brand messaging. Through the use of social
media, media relations and targeted marketing/advertising efforts, there are a demonstrated increase in awareness and
revenues. As an organization’s brand leader, I position leadership, staff, programs and services as experts in their
professional fields, as well as raise the overall positive awareness for the organization.
• Public Information and
Media Relations Leader
• Strategic Community,
Business and Government
Relations
• Creative and Effective
Internal and External
Communications
• Executive-Level
Crisis-Communications
Management
• Drive message integration,
strategy alignment and
collaboration
• Marketing and
Communications
Expertise
PROFESSIONAL EXPERIENCE
Public Information Director – City of Peoria
(May 2011-April 2016) – Peoria, Arizona
As the recognized leader for the City’s communications and public affairs initiatives, I provided executive
communication resources for City leadership and represented the city as spokesperson. In addition, I led and
designed all city marketing and public information and internal communications programs.
• Directed City’s media relations, public information, community outreach, internal communications,
tourism, government access television, social media strategies, websites content and redesign strategies,
event marketing/advertising and graphic design
• Developed extensive media relations program with local and national print and television news outlets. In
2015, my department was able to secure more than 277 TV news reports and generated more than $8
million in advertising equivalents for print placement
• Designed national media missions targeting key print journalists and bloggers to generate stories and
mentions about the city of Peoria. These missions led to national placements in the USA Today, London
Times, Seattle Times and San Diego Union-Tribune, to name a few
• Successfully managed all City crisis communications and strategies
• Redesigned internal and external communication platforms resulting in increased engagement (74%
readership for external PeoriaNOW, and overall 15% engagement of Intranet CityNet)
• Leader of strategy, copywriting and design for all City’s printed and online collateral and publications. These
include special event marketing, community service programs, sustainability initiatives and public affairs
call-to-action.
• Worked closely with local, state and national government agencies on public awareness campaigns and
intergovernmental relationships
• Driver of Citizen Survey initiative, which achieved “98 percent would recommend living in Peoria”
• Managed redesign and launch of City’s six websites
• Increased media (print/TV) exposure by 73%, Social Media (Facebook, Twitter and Instagram) growing 28%
annually
• Hired City’s first graphic designer and initiated City’s first graphic design standards program, including
redesign of city’s official insignia
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2. Director, Marketing and Business Development – Payson Regional Medical Center
(Jan. 2010 – May 2011) Payson, Arizona
Generated creative and effective external and internal communications for Thompson Reuters National Top 100
Hospital (2010, 2011)
• Designed community campaign to achieve Ranking Arizona’s Top Hospital (#5, 2010)
• Created brand, service line and employed physician advertising which resulted in a 10% increase in hospital
medical imaging utilization
• Developed and implemented successful marketing plans for the introduction of cardiology and
dermatology practices in the community health system
• Increased employed physician and hospital service-line business through marketing and business
development initiatives (5%)
• Internet and Intranet design and management
• Created first internal communication program
• Produced creative media relations for local and state outlets
• Administrator on-call duties
Consultant - Health Care Communication Solutions
(July 2009 –Jan. 2010) Phoenix, Arizona
Healthcare marketing and communication consultation for clients seeking a targeted marketing presence
• Provided interim communications support and an organizational communications overview for Community
Medical Center in Missoula, Mont. resulting in cost savings of $1.2 million and increased local media
presence
• Created successful advertising and marketing strategies for National Public Radio (NPR – Public Radio
Partners) sales associates with a focus on health care markets
• Strategic marketing and copywriting for health care, real estate development firms and advertising
agencies
Director, Business and Community Relations - North Idaho Health Network
(Oct. 2008 – June 2009) Coeur d’Alene, Idaho
NIHN is a community health management organization created by physicians and hospitals in the five counties of
north Idaho. (I left this company due to the inability to sell our home in Phoenix, Arizona)
• Established community and business relations, resulting in (+5%) new employer membership
• Produced highly effective marketing programs for NIHN products targeting insurance broker partners,
businesses and consumer end-users
• Negotiated business partnerships with national insurance providers and local insurance brokers
• Produced new websites for North Idaho Health Network, Healthy Directions, Rights Steps and SyMed IT
Solutions www.NIHN.net, www.MyRightSteps.com, www.HealthyDirections.com,
www.SyMedSolutions.com
• Created new graphic standards, company logos, business and community newsletters
Director of Public Relations - Banner Thunderbird Medical Center
(Feb. 2001 – Oct. 2008) Glendale, Arizona
Leader of public relations and marketing efforts which established the 409-bed hospital as the preferred health
care provider in the West Valley of metro Phoenix.
• Created internal marketing and creative programs which led to 95% patient satisfaction (Press Ganey) 2005
• Implemented successful physician communications program using Internet and electronic newsletters
• Created and produced recruitment marketing campaign to hire core staff saving the hospital more than
$5.5 million – “No Better Place to Work”
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3. • Increased media coverage 150%
• Developed communication campaign for EMR and CPOE implementations, first large hospital to go
“electronic” in Banner Health system
• Designed and managed award-winning children’s safety fair increasing hospital pediatric program
awareness by 80%, attracting 8,000 community members/yr (2002-2008)
• Provided governmental and business relationships and communications, achieved zoning variance for 156’
patient tower
• Led campaign charge to achieve “Top Hospital” in 2004 Ranking Arizona
• Administrator on-call responsibilities for hospital
• Designed, managed and produced external marketing campaigns for hospital
Hired by Banner Health to lead advertising efforts and establish brand through advertising in seven states.
(Assistant Director of Marketing and Communications - Banner Health - February 2001 – August, 2005)
• Grew advertising budget from $250,000 to $2,500,000+
• Led recruitment teams to adopt system brand approach to advertising
• Copywriter for print and radio advertising
• Researched and hired advertising agency – Teri O’Brien Advertising, Denver, CO
Manager of Advertising & Web Services - John C. Lincoln Health Network
(March 1998 –Feb. 2001) Phoenix, Arizona
Designed, produced and managed external communication programs, the network’s first website, and
developed marketing and advertising strategies for the organization.
• Designer and Webmaster for John C. Lincoln Health Network (www.JCL.com) Nationally recognized Internet
site (July, 2000 Health Trends & Strategy)
• Designed and launched Mendy's Place marketing (after-hours pediatric urgent care)
• Editor of quarterly health magazine with 50,000+ targeted distribution, Well Worth It
• Creator of community health and safety programs: Stop On Red (red-light running awareness program),
Mother's Health History (on-line and consumer requested health information form), MedKit (health
information kit used by paramedics in an emergency)
• Provided ongoing public relations and media support for two hospitals, Level-1 Trauma Center, extended
care hospital and community services
PREVIOIUS WORK EXPERIENCE
Worked in marketing and communications leadership roles with the following companies. Additional details
available.
U-Haul International, Director of Video Services
Health Radio, Ltd. & TelAbility, Inc. Founder and President
Video Production Specialist, Samaritan Health System (Banner Health)
Kragie-Newell Advertising, Production Director
Cable News Network (CNN), Sports Producer
EDUCATION
Journalism, Radio-Television
University of Montana, Missoula, Montana (1983)
SUPPLEMENTAL EDUCATION
FEMA, Emergency Management Institute, Healthcare Leadership Course
COMMUNITY ENGAGEMENT
Adelante Healthcare Board of Directors (2015 - )
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4. Civitan Foundation of Arizona, Board of Directors (2013 - )
Kiwanis of Zane Grey Country (2010-2011)
Glendale Chamber of Commerce, Board of Directors (2001-2007)
Peoria Chamber of Commerce, Board of Directors (2003-2008)
Peoria Citizen Corps Council (2005-2008)
City of Glendale – Board member City Safe, Mayor’s community safety awareness program (2003-2008)
Ronald McDonald House of Phoenix, Board of Directors (1988-1994); Vice President (1992)
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