NACLA NEXT 2.0

Practicum in International Affairs Spring 2011 The New School

Presented by:Rachele Morgante, María Ximena Plaza, Jayshri Patel and Erin O'Rourke 

INTRODUCTION Who are we?

Introduction of PIA team members

What is North American Congress on Latin America (NACLA)?

Short description of the organization

What is the purpose of our project? Issues affecting NACLA

NACLA MAKING HISTORY  

METHODOLOGY

Marketing Audit

Where is NACLA right now? Where does it want to be? 

The Present

NACLA and the Current State of US Media Organizational Assessment  Current Readers' Analysis (Secondary Research)   The Future

Competitor's Analysis  Focus Groups 

FOCUS GROUP

Discussion Sessions

GPIA students Dual Journalism – Latin American Studies NYU

students, reporters and researchers on the region

Findings

NACLA’s potential market niche • Students with the habit of seeking and reading

media on Latin America• Reporters and researchers on the region

FOCUS GROUP

Findings

Lack of awareness of NACLA brand and its historic legacy

Therefore, readers’ focus on the NACLA “print product”, which raised criticism in terms of design

Clear preference for online content (pay-per article), print content thought as a “collectible”

The perspective on NACLA’s content is positive compared to Americas Quarterly

ORGANIZATIONAL ASSESSMENT

  

Questions and review

Thorough analysis conducted of organization 

Included : review of past documents 

Interviews with past and current employees

     Findings

Disconnect in mission 

Disconnect in staffing 

Need for staff stability 

To improve the organizational structure, NACLA needs to:

Clearly define mission statement Stabilize staffing Hire Business Manager versus Director Business Manager Duties Circulation Manager Duties: Hire interns : social media, visual, and

management Professionalize the organization

RECOMMENDATIONS

TECHNOLOGICAL ASSESSMENT   

Questions and review

Within the context of the print media crisis and advent of the Internet and its intent of being "the research arm of the movement.”

NACLA is slow to integrate technology- “scooped by bloggers”.

TECHNOLOGICAL ASSESSMENT

Questions and review

Website review and use of social media compared to America's Quarterly, Upside Down World, and Mother Jones

Findings

Failure to translate information from magazine to Internet medium.

Despite its illustrious history, has not created an online name among younger people.

The need to drive traffic to the website.  

TECHNOLOGICAL ASSESSMENT

RECOMMENDATIONS   

To strengthen the readership of NACLA online website, the organization needs to:

Overhaul the web site

Integrate the use of social media into everyday operations

Connect content throughout the site

Capitalize on multimedia capabilities: NACLA's photo archive

 

THANK YOU!