Sponsored by:A ServiceOf:When the Traditional Communications Officeis No Longer EnoughMichele LevyMay 1, 2013Twitter Hasht...
Sponsored by:A ServiceOf:How This Webinar Works• A link to the slides/materials will be sent in an email after thewebinar•...
Sponsored by:A ServiceOf:Upcoming WebinarsDates Topic5/7 Inbound Marketing: The Latest Techniques5/8 The Three Languages o...
Sponsored by:A ServiceOf:When the Traditional Communications Officeis No Longer EnoughMichele LevyMay 1, 2013
Sponsored by:A ServiceOf:Advising nonprofits in:• Strategy• Planning• Organizational Developmentwww.synthesispartnership.c...
Sponsored by:A ServiceOf:Affordable collaborative datamanagement in the cloud.
Sponsored by:A ServiceOf:Today’s SpeakerMichele LevyChief Marketing OfficerWalnut Hill School for the ArtsAssisting with c...
When the TraditionalCommunications OfficeIs No Longer EnoughMichele LevyChief Marketing OfficerWalnut Hill School for the ...
• What’s the new context?• What’s the difference?• What’s the required skill set?
First, some context• How many people in your organization are fulltime dedicated to marketing communications?• Where does ...
Multichannel engagement…a blessing and a curse
The marketer’s dilemmaHow can I build a teamthat will help achievemy organization’s goals,while working within my organiza...
An evolving roleCommunicationsDepartment
An evolving roleIntegratedMarketingCommunicationsTeam
What does that mean???
It’s not just aboutPR and publicationsany more…
Required: a broader skill set• Great writer (still), but across a broader range of media(writing for an annual report ≠ wr...
The ideal combination?“Big picture thinking”meets“roll up your sleeves doing”
The special sauce“Sprinkled among every walk of life…are a handful of people with atruly extraordinary knack ofmaking frie...
A good marketer makes it everyone’s jobEducateEquipRewardCommunicateRepeat
Ultimately creating brand ambassadors• Be visible• Be open• Be consistent• Be persistent
Start (and stay) grounded• Know your goals (strategic plan)• Know your audience (research)• Know your most effective chann...
Let’s face it…• You can’t do everything• You can’t reach everyone• You can’t possibly make effective use ofevery single ch...
Who are you talking to?Who are you talking to?
Case study: Alumni research
A little background• Recruited 26 participants• Three-day, online survey• Moderated by an alum• Three types of questions:–...
Which channels are mosteffective?What are their perceptions?What messaging resonates?
AlumniFamiliesProspectsDonors
Tailored for the alumni audience
Engagingalums, currentstudents andtheir familiesin an ongoingdialogue.Nextup…prospects!
Guiding principles• How else can I use this asset?• How can I save money while maintaininghigh quality standards?• How wil...
DevelopmentMemberservicesEducationVolunteermanagementEventsBut most important…
“You can’tmanagewhat youdon’tmeasure.”
Demonstrate how you can cut costs,increase quality, build impactViewbookViewbook + family guide + envelopesBehind Stowe38%...
Data drives decisionsVSFacebook delivers lower CPC (36¢ vs 29¢)But Google wins on CTR (1.36% to zero)
Questions?Comments?Lessons learned?Challenges?
Want more?Available forpre-order onAmazon.com
Sponsored by:A ServiceOf:Upcoming WebinarsDates Topic5/7 Inbound Marketing: The Latest Techniques5/8 The Three Languages o...
Sponsored by:A ServiceOf:Thank you!Please complete the post event surveythat will show up as you leave the webinar.You wil...
When the Traditional Communications Office is No Longer Enough
When the Traditional Communications Office is No Longer Enough
When the Traditional Communications Office is No Longer Enough
When the Traditional Communications Office is No Longer Enough
When the Traditional Communications Office is No Longer Enough
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When the Traditional Communications Office is No Longer Enough

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The channels nonprofit organizations can use to engage their various audiences continue to proliferate…which is both a blessing and a curse. This session will deliver practical, actionable advice on how to build a team and a program that can achieve your goals, while working within your organization’s resource realities.

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When the Traditional Communications Office is No Longer Enough

  1. 1. Sponsored by:A ServiceOf:When the Traditional Communications Officeis No Longer EnoughMichele LevyMay 1, 2013Twitter Hashtag - #npweb
  2. 2. Sponsored by:A ServiceOf:How This Webinar Works• A link to the slides/materials will be sent in an email after thewebinar• If you’d like to ask a question during the webinar, you cantype it in the question box of your control panel on the rightside of your screen• Chat with us on twitter using the hashtag - #npweb
  3. 3. Sponsored by:A ServiceOf:Upcoming WebinarsDates Topic5/7 Inbound Marketing: The Latest Techniques5/8 The Three Languages of Appreciation5/8 Managing Fundraisers; for the Non Fundraising Executive5/14 Managing Major Gifts Using Moves Management5/15 Effective Strategic Planning part 3: Measure, Monitor, Report5/15 Facebook for Executive StaffRegister at NonprofitWebinars.com
  4. 4. Sponsored by:A ServiceOf:When the Traditional Communications Officeis No Longer EnoughMichele LevyMay 1, 2013
  5. 5. Sponsored by:A ServiceOf:Advising nonprofits in:• Strategy• Planning• Organizational Developmentwww.synthesispartnership.com(617) 969-1881info@synthesispartnership.comINTEGRATED PLANNING
  6. 6. Sponsored by:A ServiceOf:Affordable collaborative datamanagement in the cloud.
  7. 7. Sponsored by:A ServiceOf:Today’s SpeakerMichele LevyChief Marketing OfficerWalnut Hill School for the ArtsAssisting with chat questions:Jamie Maloney, Nonprofit WebinarsHosting:Sam Frank, Synthesis Partnership
  8. 8. When the TraditionalCommunications OfficeIs No Longer EnoughMichele LevyChief Marketing OfficerWalnut Hill School for the ArtsJanuary 2013
  9. 9. • What’s the new context?• What’s the difference?• What’s the required skill set?
  10. 10. First, some context• How many people in your organization are fulltime dedicated to marketing communications?• Where does it live?• And…how many people have a marketing rolein addition to their “regular” jobs?
  11. 11. Multichannel engagement…a blessing and a curse
  12. 12. The marketer’s dilemmaHow can I build a teamthat will help achievemy organization’s goals,while working within my organization’sresource realities?**without making myself insane?
  13. 13. An evolving roleCommunicationsDepartment
  14. 14. An evolving roleIntegratedMarketingCommunicationsTeam
  15. 15. What does that mean???
  16. 16. It’s not just aboutPR and publicationsany more…
  17. 17. Required: a broader skill set• Great writer (still), but across a broader range of media(writing for an annual report ≠ writing for the web ≠ writing foronline newsletters ≠ writing for social media)• Prolific content generator/repurposer (written, video, photo,audio)• Marketing generalist (traditional + new channels)• Proactive communicator and connector• Strategic counsel, broad perspective• Rockstar project manager• Stickler for quality and brand consistency• Metrics driven• Up to date on best practices and emerging tools/channels
  18. 18. The ideal combination?“Big picture thinking”meets“roll up your sleeves doing”
  19. 19. The special sauce“Sprinkled among every walk of life…are a handful of people with atruly extraordinary knack ofmaking friends and acquaintances.They are Connectors.”- Malcolm Gladwell, The Tipping Point
  20. 20. A good marketer makes it everyone’s jobEducateEquipRewardCommunicateRepeat
  21. 21. Ultimately creating brand ambassadors• Be visible• Be open• Be consistent• Be persistent
  22. 22. Start (and stay) grounded• Know your goals (strategic plan)• Know your audience (research)• Know your most effective channels (bestpractices, trends and metrics)
  23. 23. Let’s face it…• You can’t do everything• You can’t reach everyone• You can’t possibly make effective use ofevery single channel available
  24. 24. Who are you talking to?Who are you talking to?
  25. 25. Case study: Alumni research
  26. 26. A little background• Recruited 26 participants• Three-day, online survey• Moderated by an alum• Three types of questions:– Experience as a student– Experience as an alum– Our methods of communication, messaging and branding
  27. 27. Which channels are mosteffective?What are their perceptions?What messaging resonates?
  28. 28. AlumniFamiliesProspectsDonors
  29. 29. Tailored for the alumni audience
  30. 30. Engagingalums, currentstudents andtheir familiesin an ongoingdialogue.Nextup…prospects!
  31. 31. Guiding principles• How else can I use this asset?• How can I save money while maintaininghigh quality standards?• How will I track results?• What will I do differently next time basedon results?
  32. 32. DevelopmentMemberservicesEducationVolunteermanagementEventsBut most important…
  33. 33. “You can’tmanagewhat youdon’tmeasure.”
  34. 34. Demonstrate how you can cut costs,increase quality, build impactViewbookViewbook + family guide + envelopesBehind Stowe38%23%54%
  35. 35. Data drives decisionsVSFacebook delivers lower CPC (36¢ vs 29¢)But Google wins on CTR (1.36% to zero)
  36. 36. Questions?Comments?Lessons learned?Challenges?
  37. 37. Want more?Available forpre-order onAmazon.com
  38. 38. Sponsored by:A ServiceOf:Upcoming WebinarsDates Topic5/7 Inbound Marketing: The Latest Techniques5/8 The Three Languages of Appreciation5/8 Managing Fundraisers; for the Non Fundraising Executive5/14 Managing Major Gifts Using Moves Management5/15 Effective Strategic Planning part 3: Measure, Monitor, Report5/15 Facebook for Executive StaffRegister at NonprofitWebinars.com
  39. 39. Sponsored by:A ServiceOf:Thank you!Please complete the post event surveythat will show up as you leave the webinar.You will be receiving an email with linksto the materials shortly after the webinar.
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