Building An Effective Marketing Communications Team
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Building An Effective Marketing Communications Team

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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. Drawing from her own experience building marketing ...

The channels nonprofit organizations can use to engage their various audiences continue to proliferate...which is both a blessing and a curse. Drawing from her own experience building marketing communications functions, sometimes from scratch, Michele will deliver practical, actionable advice on how to build a team that can achieve your goals, while working within your organization's resource realities.

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    Building An Effective Marketing Communications Team Building An Effective Marketing Communications Team Presentation Transcript

    • Building An Effective Marketing Communications Team Michele Levy May 16, 2012A Service Of: Sponsored by:
    • INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
    • Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
    • Today’s Speaker Michele Levy Chief Marketing Officer, Walnut Hill School for the ArtsAssisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
    • Today’s discussion topics• What’s the new context for marketing in a nonprofit environment?• What’s the difference between a traditional communications function and an integrated marketing communications function?• How do I evaluate the skill set I need to meet my marketing communications goals?• How can I build a culture of marketing across my entire organization?
    • Multichannel engagement:A blessing and a curse
    • The marketer’s dilemma How can I build a team that will help achieve my organization’s goals, while working within my organization’s resource realities?* *without making myself insane?
    • Start (and stay) grounded• Know your goals• Know your audience• Know your most effective channels
    • Let’s face it…• You can’t do everything• You can’t reach everyone• You can’t possibly make effective use of every single channel available
    • So first…
    • Quick question• How many people in your organization are full time dedicated to marketing communications?• A second take…how many people have a marketing role in addition to their “regular” jobs
    • An evolving role Communications Department
    • An evolving role Integrated Marketing Communications Team
    • What does that mean???
    • It’s not just aboutPR and publications any more…
    • HistoricNewEngland.org Publications Public education Historic properties programs BRAND PROMISE Bringing to life the heritage and OutboundLibrary & stories of New England through marketingarchives the homes and possessions of those who lived here. Traveling Development exhibitions communications Speaking engagements
    • Requires a broader skill set• Great writer (still), but across a broader range of media (writing for an annual report ≠ writing for the web ≠ writing for online newsletters ≠ writing for social media)• But perhaps more broadly, a prolific content generator and 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
    • Ideally… A combination of “big picture thinking” and “roll up your sleeves doing”
    • 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
    • Finally… Don’t just sit there.
    • Marketing…it’s everyone’s job Educate Equip Reward Communicate Repeat
    • Development Member services EducationVolunteer management Events Integrate across the entire organization
    • Be present, be helpful,but don’t take orders.
    • Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: