Building An Effective Marketing     Communications Team            Michele Levy             May 16, 2012A Service   Of:   ...
INTEGRATED PLANNING            Advising nonprofits in:        www.synthesispartnership.com            • Strategy          ...
Affordable collaborative data             management in the cloud.A Service   Of:                        Sponsored by:
Today’s Speaker                                      Michele Levy                                  Chief Marketing Officer...
Today’s discussion topics• What’s the new context for marketing in a nonprofit  environment?• What’s the difference betwee...
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...
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 ...
So first…
Quick question• How many people in your organization are full time  dedicated to marketing communications?• A second take…...
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 educ...
Requires a broader skill set• Great writer (still), but across a broader range of media  (writing for an annual report ≠ w...
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 frie...
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 ent...
Be present, be helpful,but don’t take orders.
Find listings for our current season          of webinars and register at:            NonprofitWebinars.comA Service   Of:...
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 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

  1. 1. Building An Effective Marketing Communications Team Michele Levy May 16, 2012A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. 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:
  5. 5. 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?
  6. 6. Multichannel engagement:A blessing and a curse
  7. 7. 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?
  8. 8. Start (and stay) grounded• Know your goals• Know your audience• Know your most effective channels
  9. 9. 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
  10. 10. So first…
  11. 11. 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
  12. 12. An evolving role Communications Department
  13. 13. An evolving role Integrated Marketing Communications Team
  14. 14. What does that mean???
  15. 15. It’s not just aboutPR and publications any more…
  16. 16. 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
  17. 17. 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
  18. 18. Ideally… A combination of “big picture thinking” and “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. Finally… Don’t just sit there.
  21. 21. Marketing…it’s everyone’s job Educate Equip Reward Communicate Repeat
  22. 22. Development Member services EducationVolunteer management Events Integrate across the entire organization
  23. 23. Be present, be helpful,but don’t take orders.
  24. 24. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by:

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