Alumnae Bulletin Fall 2008

Influencing Behavior

As a marketing strategist and public relations consultant, Elizabeth Boineau, uses psychology to understand others and get the pulse of an audience.

Elizabeth Boineu photo

Elizabeth Boineau ’77 (center) coordinated a photo shoot and story for a client, Center for Birds of Prey at the Avian Conservation Center, with the managing editor of the Charleston Regional Business Journal (right) which resulted in a three page feature story.

“ . . . as a marketing strategist and public relations consultant, I use psychology to understand others and get the pulse of an audience.”
Elizabeth Boineau ’77

“Psychology professors Dr. Murray and Dr. Rowe were large figures in my life as a student,” remembers Elizabeth Boineau ’77.

“From the very first class, psychology captivated me. I had a curiosity about human behavior and learned to see patterns. Now as a marketing strategist and public relations consultant, I use psychology to understand others and get the pulse of an audience.”

Strong writing skills have also played a part in Elizabeth’s climb from a retail manager to one with increasing levels of responsibility for new business development in several industries. She found her niche in marketing, specializing first in banking, then with large public relations and marketing firms in the business-to-business and consumer markets.

In 1990, she opened her own firm, which now flourishes as E. Boineau & Company. Elizabeth also authors a monthly column in the Charleston Regional Business Journal named “Marketing Matters,” for business entrepreneurs and employers.

Her client list includes health care firms, attorneys, accountants, architects, engineers, real estate law firms, hospitality, and non-profit organizations.

“It is often the market research aspects and the statistical analysis elements of my psychology degree that I use daily to develop marketing strategies, and to tune the client messages and gauge whether we’ve moved the needle,” she explains. “That’s part of what people hire me to do.”

Her experiences at the College play an important part in her success today.

“I enjoyed the challenging academics, which was offset by the freedom given to explore and self direct,” she says. “We were given support, but were not shackled. It cultivated my inner resources and developed self-reliance, which is what I draw upon each day to best serve my clients and attract new business .”