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When the Traditional Communications Office
is No Longer Enough
Michele Levy
May 1, 2013
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Sponsored by: A Service
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When the Traditional Communications Office
is No Longer Enough
Michele Levy
May 1, 2013
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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
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When the Traditional Communications Office Is No Longer Enough Michele Levy Chief Marketing Officer Walnut Hill School for the Arts
January 2013
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• What’s the new context?
• What’s the difference?
• What’s the required skill set?
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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?
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Multichannel engagement…
a blessing and a curse
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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?
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An evolving role
Communications
Department
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An evolving role
Integrated
Marketing
Communications
Team
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What does that mean???
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It’s not just about
PR and publications
any more…
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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
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The ideal combination?
“Big picture thinking”
meets
“roll up your sleeves doing”
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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
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A good marketer makes it everyone’s job
Educate
Equip
Reward
Communicate
Repeat
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Ultimately creating brand ambassadors
• Be visible
• Be open
• Be consistent
• Be persistent
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Start (and stay) grounded
• Know your goals (strategic plan)
• Know your audience (research)
• Know your most effective channels (best
practices, trends and metrics)
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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
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Who are you talking to? Who are you talking to?
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Case study: Alumni research
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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
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Which channels are most
effective?
What are their perceptions?
What messaging resonates?
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Alumni
Families
Prospects
Donors
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Tailored for the alumni audience
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Engaging
alums, current
students and
their families
in an ongoing
dialogue.
Next
up…prospects
!
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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?
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Dev
elo
pm
en
t
Me
mb
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s
Edu
cati
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Vo
lun
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r m
anag
em
en
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Eve
nts
But most important…
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“You can’t
manage
what you
don’t
measure.”
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Demonstrate how you can cut costs,
increase quality, build impact
Viewbook
Viewbook + family guide + envelopes
Behind Stowe
38%
23%
54%
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Data drives decisions
VS
Facebook delivers lower CPC (36¢ vs 29¢)
But Google wins on CTR (1.36% to zero)
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Questions?
Comments?
Lessons learned?
Challenges?
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Want more?
Available for
pre-order on
Amazon.com
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Sponsored by: A Service
Of:
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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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