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New SpiriTrust Lutheran® leadership structure results in two staff promotions

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March 02, 2020
Last fall SpiriTrust Lutheran® announced the implementation of a new leadership structure to bring the agency’s entire operations and management structure under one leadership team focused on bringing all of the agency’s programs and services together as a unified system. Consistent with that strategy and the need to have a stronger brand identity and ability to streamline decision-making, the Communications & Public Relations and Sales & Marketing functions were consolidated into two agency-wide vice president positions. As a result, Crystal L. Hull was promoted to VP of Communications & Public Relations and Melissa Williams was promoted to VP of Sales & Marketing.
Hull joined the agency in July of 2008 as corporate director of Communications & PR. Her responsibilities now include managing the vision and execution of the agency’s internal and external communications and public relations program, including corporate brand awareness and management; media relations, crisis and issues management; communications counseling; community relations; event planning; and social media. She also plays an integral role in overall agency marketing efforts. In addition, she provides leadership to the agency-wide communications-public relations-marketing advisory group; serves as the webmaster for five agency-related sites; is the managing editor of the corporate magazine and team member newsletter; and provides leadership to the communications team.
“Crystal brings the expertise, knowledge and leadership skills we need to strategically and cohesively manage and further develop our brand and strengthen and expand our internal and external communications program,” said Carol Hess, vice president of Human Resources/chief human resources officer. “We are very lucky to have someone as experienced in so many areas as a member of our executive leadership team.”
Hull earned her BA in Communications/Journalism from Shippensburg University where she also has served as adjunct faculty. She has a master’s degree in Public Administration from Penn State where she was awarded the HealthAmerica Graduate Fellowship for Academic Excellence and was inducted into Pi Alpha Alpha, the National Honor Society of Public Affairs and Administration. In 1994, she earned her ABC (accredited business communicator) which recognizes personal and professional achievement and well-rounded professional expertise from IABC, the International Association of Business Communicators. In 2012, the PA Public Relations
Society (PPRS) chose her as the recipient of the Ernest R. McDowell Award for Excellence in Public Relations, a lifetime achievement award. Throughout her 40+ year career Hull has received numerous awards for her work and has served on the boards of many community and professional organizations, including president of PPRS and IABC.
Williams joined the agency in November of 2010 as corporate director of senior living sales & marketing. Her responsibilities going forward will include oversight and management of the agency’s marketing and sales program for senior living, home care & hospice and LIFE, including the development and implementation of short-term and long-term strategies to achieve realistic and attainable revenue and expense projections; plans to achieve agency occupancy and admission goals; advertising and collateral material development for all three service areas; and management and integration of external vendor relationships.
She plays an integral role in the agency’s strategic planning process as a trusted advisor on expansion planning, repositioning of communities and renovation of product offerings. She also is a member of the agency’s project development team for new products and service line opportunities. In addition, she provides leadership to the directors of sales and marketing through coaching, mentoring and the development of community-specific marketing plans and is responsible for maintaining an accurate and current awareness of the competitive market and industry trends.
“Melissa is a true leader in her field of expertise. She continually advances our portfolio of housing and service opportunities through strategic market messaging within our geographic footprint,” said Angela Dohrman, senior vice president/COO. “Her experience will be invaluable as we continue to integrate service line messaging to our customers and local communities. Her creative, fresh thinking in marketing strategy positions our agency well for the future.”
Williams is a graduate of Millersville University. She has 30+ years of progressive management experience in life plan communities, residential and assisted living and skilled nursing centers. She is recognized as a national Certified Aging Services Professional (CASP) and is certified as a Marketing Professional. She has earned many awards throughout her career including the Complete HealthCare Resources Partners’ Award for Excellence, National Mature Media Awards, IABC Capital Awards and the PRSA Keystone Award. In addition, she has presented at LeadingAge PA and PA Coalition of Affiliated Healthcare and Living Communities conferences. She also has served on the boards of many community and professional organizations.
About SpiriTrust Lutheran®
SpiriTrust Lutheran® began serving the community in 1951 by providing outreach services to families and seniors in York County. Today, SpiriTrust Lutheran provides senior living options in Chambersburg, Gettysburg, Hanover, Shrewsbury and York; home health care, hospice care and in-home support; a program designed to enhance the ability of seniors to live safely in their homes; and a broad spectrum of other life enhancing services. The SpiriTrust Lutheran service area includes Adams, Berks, Carbon, Centre, Cumberland, Dauphin, Franklin, Fulton, Lancaster, Lehigh, Monroe, Northampton, Perry, Schuylkill and York counties in Pennsylvania and Carroll, Frederick and Washington counties in northern Maryland. Visithttp://www.spiritrustlutheran.org for more information on any of the programs or services offered by SpiriTrust Lutheran.

Crystal L. Hull, ABC, MPA
Vice President of Communications & PR
717.854.3971 ext. 10433 | 717.873.0680 (cell)


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