About Us
Royall & Company is made up of some 200 professionals who are exclusively focused on full-time, first-time, traditional-age undergraduate student recruitment. Royall's talented staff includes professionals in all the disciplines required in designing, developing, deploying, and analyzing direct response campaigns: web designers, programmers, copywriters, art directors, account services professionals, production experts, analysts, and targeting specialists.
- Our Senior Management Group includes:
- Bill Royall, President
- Elizabeth Clark, Chief Strategic Officer
- Stephen D'Ascoli, Director of Information Systems
- Sharon Fuller, Group Leader and Senior Strategic Leader
- Grace Kellogg, Director of Human Resources
- Pam Kiecker, Ph.D., Head of Research and Issue Analysis
- Bob King, Managing Director
- Larry Kirk, Director of Product Development
- John Nester, Chief Financial Officer
- Chris Pritcher, Director of Strategic Analysis
- Todd Stanley, Director of Production Services
- Richard Whiteside, Ph.D., Dean, Strategic Enrollment Management
- Jennifer Winn, Group Leader and Senior Strategic Leader
Bill Royall, President
Bill Royall founded Royall & Company in 1983 to provide direct mail support for nonprofit and political organizations. In 1989, a friendship with Bob Jones, then Dean of Admissions at Hampden-Sydney College, led Bill to first apply his expertise to college Search. In the first year, Bill helped Hampden-Sydney improve its Search response by 38%, launching what became his life passion – using proven strategies to help students find the colleges that are just right for them. For 15 years, Bill's pioneering work in college recruitment has been shaped by client needs and fueled with emerging technologies. Over those years, he has effectively adapted more and more tools to all facets of the college recruitment process, improving list targeting, incorporating email and online applications, and providing email-based research. An advocate of increasing access to higher education, Bill is advisor to the Virginia Commonwealth University Interactive Marketing Institute and has served on the Board of Visitors of George Mason University.
Elizabeth Clark, Chief Strategic Officer
Elizabeth joined Royall in 1993, from the administration of Governor Wilder (Virginia), for whom she wrote policy during his campaign and served as Editor of Commonwealth Publications. Along with Bill Royall, Elizabeth is listed as a co-inventor on several of Royall's patent applications. She works with other members of the management group on issues of corporate and market strategy, and analyzes market shifts to determine how they might be most effectively leveraged to increase client success. Elizabeth also serves as one of the instructors in Royall & Company's own Strategic Enrollment Management course. She attended St. John's College (Maryland) and graduated from Virginia Commonwealth University while working in Governor Wilder's administration. Her M.B.A. is from Georgetown University.
Stephen D'Ascoli, Director of Information Systems
Since joining Royall & Company in 2000, Steve has developed all of Royall's email and online programs. He leads a large group of developers and programmers, and is responsible for continuously improving the effectiveness and speed of every online and e-based program for Royall's clients. Additionally, he is responsible for the design and deployment of Royall's scheduling and analytical information systems. A New York native, Steve received his B.S. from SUNY Oneonta.
Sharon Fuller, Group Leader and Senior Strategic Leader
Sharon joined Royall in 1995. In addition to her long experience at Royall, Sharon has also worked in higher education financing, and was an Assistant Vice President at SunTrust Bank in its Education Loans Division. At Royall & Company, she is the leader of one of Royall's two "groups" – each group includes client-centered teams led by its own Strategic Leader. Sharon also leads her own client-centered team. She is a graduate of the University of Mary Washington (then Mary Washington College) as well as the Interactive Marketing Institute.
Grace Kellogg, Director of Human Resources
Grace joined Royall & Company in 1997, before Royall & Company was large enough to have a department of human resources. She brought with her years of experience as a business manager in other communications firms. As Royall & Company grew, Grace became its first Director of Human Resources. She is focused on developing increased value for Royall's clients by recruiting and retaining superior staff. She has an undergraduate degree in human resources from the University of Richmond, and is certified as a Professional in Human Resources (PHR).
Pam Kiecker, Ph.D., Head of Research and Issue Analysis
Pam joined Royall in January 2003. She retains her positions as Professor of Marketing and Executive Director of the Interactive Marketing Institute (IMI) in the School of Business at Virginia Commonwealth University. Pam founded IMI during her tenure as Chair of the Department of Marketing and Business Law at Virginia Commonwealth University, and served as administrative head of the department from 1996 through 2002. Since joining Royall & Company, she has surveyed hundreds of thousands of college-bound students on their preferences, information needs, and perceptions of various institutions. Pam also serves as one of the instructors for Royall's own Strategic Enrollment Management course. She has a Ph.D. in Business Administration from the University of Colorado at Boulder, an M.B.A. from Minnesota State University, Mankato, and a B.A. from Carleton College.
Bob King, Managing Director
Bob King came out of early retirement to join Royall & Company as its first Managing Director. Before joining Royall, Bob had spent the past 25 years leading businesses, most recently as President and partner of Phillips Publishing, outside of Washington, D.C. He is passionate about creating exceptional value for colleges and universities, and seeking ongoing opportunities for continuous improvement in their work with Royall & Company. Originally from Massachusetts, Bob received his B.A. from Dartmouth and his M.B.A. from Harvard.
Larry Kirk, Director of Product Development
Prior to joining Royall & Company in 2005, Larry was the president of the Truro Agency, a direct marketing strategies and creative services firm with both commercial and nonprofit clients, located in the Washington, D.C., area. Before founding the Truro Agency, Larry was President of Next Century Communications, a holding company where he oversaw operations for the National Direct Marketing Corporation, a full-service direct marketing agency focused primarily on nonprofit and publishing clients. While at NCC, Larry also oversaw the development and operation of a number of catalog, publishing and Internet-based businesses. As Director of Product Development, Larry oversees the development and continuing enhancement of Royall & Company’s ever-growing line of student recruitment products and services. Larry received his undergraduate degree from Harvard College.
John Nester, Chief Financial Officer
John joined Royall & Company in October 2004. He has been Chief Financial Officer, Vice President of Finance, and a principal at a variety of firms, including Phillips International and other online and traditional (paper) direct marketing firms. At Royall, John is continuously improving illustrations of return on investment (in net tuition revenue as well as profile) for clients, in order to assist them in making consistently superior, well-informed decisions about deployment of their limited resources. John received his undergraduate degree from the University of Richmond, and his M.B.A. from George Washington University. He is also a Certified Public Accountant.
Chris Pritcher, Director of Strategic Analysis
Chris Pritcher came to Royall & Company in the Spring of 2005, after holding several Direct Marketing analytic positions within Capital One, where he ultimately was responsible for package decisions for one-third of all up-market credit card solicitations. In his time at Royall & Company, Chris has led the development of a company-wide Learning Agenda, been on the forefront of communicating program impact to our clients and focused on building an "analysis to action" mentality within Royall & Company and with our partners. Building upon this experience, as well as a Systems Engineering degree from the University of Virginia, Chris currently uses his strategic analysis skills to lead a department focused on maximizing clients' returns on investments, improving student recruitment rates by optimizing outreach programs' performances, and achieving enrollment goals through marketing across our client base.
Todd Stanley, Director of Production Services
Todd joined Royall & Company from a creative consultancy role in 2002, bringing with him 15 years of experience in creative, production, and operational management. Prior to joining the company, Todd held senior management positions in publishing and marketing with such agencies as Cadmus Consumer Publishing, Brann Worldwide, and Incite Marketing. His professional knowledge of creative operations, logistics, and production management has been utilized by dozens of Fortune 500 companies and marketing agencies throughout the country. Todd received his degree in communication arts and design from Virginia Commonwealth University, where he also studied engineering. With this background, he brings the right and left brain together for the innovation and world-class standards that support and drive Royall's demands of superior quality. He and his professional production team work very closely with all company operations and are the stakeholders in every printed and mailed piece that Royall & Company produces. Todd is also certified in Total Quality Management.
Richard Whiteside, Ph.D., Dean, Strategic Enrollment Management
Dick joined Royall in 2006 after 13 years in admissions at Tulane University, the last eight years as Vice President for Enrollment Management and Dean of Admission. He had also been a part-time Royall consultant, teaching an intensive Strategic Enrollment Management course. Dick works directly with Royall account services, deepening their understanding of the implications of Royall programs on enrollment offices, on strategic, tactical, operational, and financial levels. He serves as an in-house "counselor," providing valuable insight into how Royall's programs mesh with our clients' existing processes and strategies. Prior to Tulane, Dick worked at the University of Hartford, The Johns Hopkins University, Pace University, and City University of New York. He has a Ph.D. in Educational Leadership from the University of Connecticut, two M.S. degrees from The Johns Hopkins University, and a B.A. from Manhattan College.
Jennifer Winn, Group Leader and Senior Strategic Leader
Jennifer joined Royall in 1999 from another East Coast agency, one that pioneered personalized direct marketing in the health care industry. Prior to working in direct response, Jennifer was involved in product line development and extension in a large commercial bank. At Royall & Company, Jennifer is the leader of one of Royall's two "groups" – each group includes client-centered teams led by its own Strategic Leader. Jennifer also leads her own client-centered team. Along with Elizabeth Clark, Pam Kiecker, and Dick Whiteside, Jennifer is one of the faculty instructors in Royall's own Strategic Enrollment Management course. A native Virginian, Jennifer is a graduate of Virginia Polytechnic Institute (Virginia Tech), and has taken part in the Interactive Marketing Institute.
Our Team Leaders head up client-centered teams that include web designers, copywriters, art directors, production professionals, account managers, and data specialists.
- Meet our Team Leaders below:
- David Cullen
- Shanelle DeLorenzo
- Sharon Fuller, Group Leader and Senior Strategic Leader
- Geraldine Grady
- Buni Neighbors
- Fitz Totten
- Ian Watt
- Jennifer Winn, Group Leader and Senior Strategic Leader
David Cullen
David joined Royall in 2000 with a background in technology and marketing as well as management experience. His talents for leadership and direct marketing, combined with his deep belief in outstanding client service, have helped make his clients successful year after year. David is an IMI Certified Direct Marketer and a graduate of the College of William & Mary.
Shanelle DeLorenzo
Shanelle came to Royall in 2004 with an extensive direct marketing background at electronics giant Circuit City. Shanelle is always looking for a new and better way to help her clients achieve their goals, and enjoys building strong relationships with her clients in the process of making them successful. Shanelle has a B.A. from James Madison University.
Sharon Fuller, Group Leader and Senior Strategic Leader
Sharon joined Royall in 1995, after working in marketing at two other organizations. In addition to her long experience at Royall, Sharon has also worked in higher education financing, and was an Assistant Vice President at SunTrust Bank in its Education Loans Division. At Royall & Company, she is the leader of one of Royall's two "groups" – each group includes client-centered teams led by its own Strategic Leader. Sharon also leads her own client-centered team. She is a graduate of the University of Mary Washington (then Mary Washington College) as well as the Interactive Marketing Institute.
Geraldine Grady
Geraldine is an IMI Certified Direct Marketer and an ABC (accredited business communicator) with nearly 10 years of marketing experience, most recently as a Senior Marketing Specialist at Dominion Resources, where she performed many of the same tasks that make her such a successful Strategic Leader here at Royall. Geraldine came to Royall in 2004 as an account manager and now heads up our newest client-centered team, taking an active role in leading her clients to achieve their enrollment goals. Geraldine has a B.A. from the University at Albany (SUNY).
Buni Neighbors
As a staffing executive at a Richmond firm, Buni sent many employees to Royall before deciding to join Royall herself. She began in 2000 as an Account Manager, and her marketing knowledge and client relationship skills quickly earned her a promotion to Associate Director of Account Services. Buni was asked to take over a team of her own in 2006, where her excellent leadership skills and marketing insights are being used to guide her clients to success. Buni is an IMI Certified Direct Marketer and attended the University of Richmond as an undergraduate.
Fitz Totten
Fitz brings to Royall an insider's view of a college admission office, having worked in the undergraduate admission offices of St. Lawrence University and Vanderbilt University, and in Duke University School of Law admission office. Fitz began his career at Royall in 2002 as a Strategic Analyst. His in-depth understanding of admission operations and his leadership in client relations and market insight contribute to his clients' successes. Fitz earned his master's at Duke University and his B.A. at Denison University.
Ian Watt
Ian joined Royall in 2007 with a background in higher education recruitment, having worked for five years in Tulane University's Office of Undergraduate Admission, where he most recently served as Assistant Director of Admission. He offers his clients first-hand knowledge of students’ and families’ needs and desires, an intimate understanding of the demanding intricacies of a national recruitment operation, and skills in persuasive marketing. Both Ian's B.S. and his M.B.A. are from Tulane University.
Jennifer Winn, Group Leader and Senior Strategic Leader.
Jennifer joined Royall in 1999 from another East Coast marketing agency, one that pioneered personalized direct marketing in the health care industry. Prior to working in direct response, Jennifer was involved in product line development and extension in a large commercial bank. At Royall & Company, Jennifer is the leader of one of Royall's two "groups" – each group includes client-centered teams led by its own Strategic Leader. Jennifer also leads her own client-centered team. Along with Elizabeth Clark, Pam Kiecker, and Dick Whiteside, Jennifer is one of the faculty instructors in Royall's own Strategic Enrollment Management course. A native Virginian, Jennifer is a graduate of Virginia Polytechnic Institute (Virginia Tech), and has taken part in the Interactive Marketing Institute.
Thanks to Royall & Company's email qualification program, we were able to effectively focus our efforts on students who would be more likely to apply and enroll. It's been a great success and has saved us countless wasted hours.
Colonel Vernon Beitzel
Virginia Military Institute
