About Todd

Todd Whitley

 
Todd Whitley is the Vice President of eMarketing at The Leukemia and Lymphoma Society, where he oversee's The Society's online strategic plan.
 
Prior to that, Todd was responsible for web presence of the American Lung Association since the launch of www.LungUSA.org in 1996.
 
Credited with designing more than 50 Web sites, and a number of online programs, Todd’s resourcefulness as a Web strategist has lead to speaking engagements at conferences for the Direct Marketing Association (DMA), American Thoracic Society (ATS), Ragan Communications, and Kintera. In July, he'll be speaking at the AMA Nonprofit Conference in DC on the importance of setting and reporting on web metrics.

Among Todd’s signature Web accomplishments:

Flu Shot Locator
During last fall’s Influenza vaccine shortage, the Lung Association’s online directory of flu shot clinics became the most popular site of its kind on the Web. Working with the Centers for Disease Control (CDC), local health departments, and commercial vaccine providers, the Lung Association redesigned and updated the site to provide site visitors with the most up-to-date clinic information. E-newsletter and E-advocacy options helped extend the value of the site along with the Lung Association’s leadership as an information provider. More than 150 agencies used the site to promote their flu clinics (from both for-profit and non-profit sectors), helping over five million people find clinics in their area. The largest and more popular site of its kind promoted has promoted 43,000 clinic locations to date.

American Lung Association
The fourth iteration of the public Web site for America’s oldest voluntary public health organization receives 18-20,000 unique visitors a day. Interactive support tools for patients and caregivers, compliment the more than 300 lung health articles available for site visitors. Online programs for smoking cessation and asthma management serve more than 35,000 active users daily. The site acts as the centerpiece for the organization’s external communications, including the Lung Association’s research and advocacy programs. Increasingly important as a fundraising resource, last year more than $1,400,000 in online revenue was obtained through donations to LungUSA.org alone. An additional $3 million was generated through corporate partnerships centered on web properties.

State of the Air
The development of the ‘Local Air Checker’ helped propel the online marketing success of one of the Lung Association’s signature air quality reports among Web site visitors and media alike. The ability to input your zip code to find the air quality grade for your area sent more than a million visitors to this site last year. In addition, sites like AOL.com and Time.com donated more than 50 million banner impressions thanks to the Local Air Checker feature.

LungNet
The internal Web site of the American Lung Association serves as the center for communications for staff and volunteers nationwide. The 2004 redesign featured a content management system that allows divisional leaders to directly oversee content development. Through this site the Lung Association is able to profile and track staff and volunteer activity.

Freedom From Smoking® Online
The online adaptation of the Lung Association’s “gold standard” in smoking cessation programming has received more than 350,000 registrants since its launch in 2001. One of the few true smoking cessation programs on the Web, FFS Online is actively endorsed by Carol Burnett and Dr. Phil.

Earlier in his career, Todd worked as a freelance writer and editor for Random House, credited in over 30 publications. While there he was hired to be the editorial coordinator for a redesign of Fodor’s Flashmap series of travel guides. The company’s first database developed series also garnered Todd an award for design from Art Director Magazine.

Todd is currently enrolled in Columbia University’s Masters Program in Strategic Communications.


Todd Whitley 
Vice President, eMarketing
The Leukemia & Lymphoma Society
914/ 821-8265