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.
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
When the Traditional Communications Office is No Longer Enough
1. Sponsored by:A Service
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When the Traditional Communications Office
is No Longer Enough
Michele Levy
May 1, 2013
Twitter Hashtag - #npweb
2. Sponsored by:A Service
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How This Webinar Works
• A link to the slides/materials will be sent in an email after the
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• If you’d like to ask a question during the webinar, you can
type it in the question box of your control panel on the right
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Upcoming Webinars
Dates Topic
5/7 Inbound Marketing: The Latest Techniques
5/8 The Three Languages of Appreciation
5/8 Managing Fundraisers; for the Non Fundraising Executive
5/14 Managing Major Gifts Using Moves Management
5/15 Effective Strategic Planning part 3: Measure, Monitor, Report
5/15 Facebook for Executive Staff
Register at NonprofitWebinars.com
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Today’s Speaker
Michele Levy
Chief Marketing Officer
Walnut Hill School for the Arts
Assisting with chat questions:
Jamie Maloney, Nonprofit Webinars
Hosting:
Sam Frank, Synthesis Partnership
8. When the Traditional
Communications Office
Is No Longer Enough
Michele Levy
Chief Marketing Officer
Walnut Hill School for the Arts
January 2013
9. • What’s the new context?
• What’s the difference?
• What’s the required skill set?
10. First, some context
• How many people in your organization are full
time dedicated to marketing communications?
• Where does it live?
• And…how many people have a marketing role
in addition to their “regular” jobs?
12. 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?
18. 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 for
online 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
20. The special sauce
“Sprinkled among every walk of life…
are a handful of people with a
truly extraordinary knack of
making friends and acquaintances.
They are Connectors.”
- Malcolm Gladwell, The Tipping Point
21. A good marketer makes it everyone’s job
Educate
Equip
Reward
Communicate
Repeat
29. 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
30. Which channels are most
effective?
What are their perceptions?
What messaging resonates?
35. Guiding principles
• How else can I use this asset?
• How can I save money while maintaining
high quality standards?
• How will I track results?
• What will I do differently next time based
on results?
43. Sponsored by:A Service
Of:
Upcoming Webinars
Dates Topic
5/7 Inbound Marketing: The Latest Techniques
5/8 The Three Languages of Appreciation
5/8 Managing Fundraisers; for the Non Fundraising Executive
5/14 Managing Major Gifts Using Moves Management
5/15 Effective Strategic Planning part 3: Measure, Monitor, Report
5/15 Facebook for Executive Staff
Register at NonprofitWebinars.com
44. Sponsored by:A Service
Of:
Thank you!
Please complete the post event survey
that will show up as you leave the webinar.
You will be receiving an email with links
to the materials shortly after the webinar.