marketing

Technology Capacity Coordinator

Organization: 
Appalshop
VISTA Name: 
Andy Kachor
Program Start: 
7/2009
Program End: 
7/2010
Project Description: 

The VISTA member will work to improve Appalshop’s capacity to digitally present its history, work, and issue-based campaigns to diverse audiences through digital delivery; build the capacity of staff to integrate emerging technologies in their organizational work; prepare a new generation of technology leaders to work at Appalshop and in their communities. All work will support Appalshop’s mission to involve the people of Appalachia in the representation of their culture, traditions, and stories.

Goal 1: Develop and expand Appalshop’s online capacity
Goal 2: Broaden Appalshop’s communication capacity and online content

- Developing training opportunities for Appalshop staff in CMS and CRM applications.
-Learning about, updating, and maintaining project database and facilitating integration with other online project tools. This will involve research on Sales Force (the online database), communication with other non-profit organizations to learn what tools they effectively use, and the implementation of gained knowledge in Sales Force and our online community.
-Managing online marketing campaigns using the knowledge gained in the advancement of the database, which will involve integrating petition and letter writing software into our campaign model of advocacy
-Maintaining communication with Thousand Kites partners through email, letter writing, and web 2.0 tools
-Generating radio, web, print, and video content to build capacity of the Thousand Kites Project in these artistic fields
-Aid in design, content management, and upkeep of the Thousand Kites website

Project Outcome: 

The VISTA would take the lead in implementing the first phase of SF, using Sales Force’s online learning tools, identify the key programs applicable to our needs, and lead the staff through taking the courses and subsequent discussions to enhance learning. The key goals in the first phase of developing our CRM are: to work with our web design firm to connect Sales Force’s online forms to our website and email accounts, create a process for entering leads and contacts, develop email templates for communication, and customize SalesForce to fit our organization structure and needs. This was done for the Thousand Kites project, building on work by previous VISTAs and with support of Kites and other Appalshop staff. Andy brought both knowledge and energy to this work. We anticipate the VISTA member convening meetings, tracking goals, and looking for opportunities to raise the capacity of our staff and community participants in the use of technology that moves our organizational goals forward. Andy worked with Kites staff and community members providing training and technical and design including in flip-video cameras. We anticipate an increased involvement from rural youth, low-income participants, traditional musicians, and stake-holders in the pressing social, economic, and environmental issues facing the central Appalachian region. Andy’s work included all these stakeholders. Andy also contributed to strengthening the Thousand Kites website http://www.thousandkites.org/ which expanded involvement from stakeholders nationally. We intend to do an “assets survey” to evaluate and codify existing opportunities and content being produced through our education, radio, artistic, and community development work that could be migrated into engaging web content. We surveyed over 200 of our partner organizations leaving behind a clear needs assessment of our community. Our internal assessment is ongoing.

Appalshop as a whole has an expanded understanding of the use of databases and particularly SalesForce. We have also learned from the work done by the Kites project developing and presenting work based on the emerging Kites model. This is a model we will adapt for other projects.

Andy also developed and used a process for using MoxX for updating Appalshop “front page” which we continue to use. He also developed a much-improved website for our annual Seedtime on the Cumberland festival http://appalshop.org/seedtime/ This site served us well before the Festival and will continue to be a resource as we work with community partners to plan next year’s events.

Social Media Development

Organization: 
Reel Grrls
VISTA Name: 
Nickey Robare
Program Start: 
7/2009
Program End: 
7/2010
Project Description: 

In our recent strategic planning process, we determined that our use of online outreach tools (our website, blog, YouTube channel and multiple social networking sites) were not yet in alignment with our mission of being a fresh, vibrant youth media organization that uses the latest technology to empower our constituency. We envision that a CTC VISTA volunteer will 1) evaluate our current online outreach strategy and tools, 2) implement a new strategy to update our current website and use of other online tools as well as expand into other social networking platforms (e.g., Twitter, text messaging) and 3) develop a plan for the organization to sustain these practices in the future.

Our CTC VISTA volunteer will have two primary roles during his or her period of service with Reel Grrls: 1) to support the expansion and relaunch of our website 2) to take the lead in conceiving, launching and managing social networking/marketing opportunities and building a meaningful online presence for our organization.

Specific tasks will include:
-Develop evaluation criteria and goals for website relaunch and conduct interviews w/stakeholders for input
-Write online outreach strategic plan recommendations and present to staff and board
-Prepare & upload media for streaming/online applications
-Update and design quarterly enews format, as well as regular blog, facebook, text and twitter posts
-Track and evaluate website traffic for increase in participant/sales/fundraising goals
-Incorporate new online strategy into organizations overall technology plan
-Train staff in sustaining website and online outreach tools at completion of project

This individual will have the responsibility of evaluating online ventures, assessing the efficacy of different strategies, educating staff, and making these new activities sustainable. As part of the social networking and fundraising activities, this individual will also help build online partnerships and visibility for the media created by our participants.

Project Outcome: 

Nickey has totally revamped our social marketing presence and strategy, increasing our Facebook network to over 1200 fans and bringing our Twitter followers to over 1700. She also revived our long-dormant blog - helping develop a schedule and model for posts from staff and participants, redesigned our YouTube channel, participated in our website redesign project with the Taproot foundation, and redesigned our templates for program outreach and registration. Nickey has done a great job of developing new ideas and really showing leadership in terms of growing our online community - and understanding how to be an active contributing participant in networks like Twitter and Facebook. Where many organizations will simply Tweet or post about their own successes, Nickey has helped us learn to offer interesting articles, videos, analysis and funding opportunities to our networks. That way, when it does come time to promote our own programming or events, our network doesn’t feel bombarded by asks. She and I have worked closely together in developing strategies and making decisions, and she has shown great initiative and leadership skills in being able to take projects from idea to execution.

Thanks to Nickey’s efforts at developing our online presence, Reel Grrls has become a significant contributor to online discussions of women and media within the Twitter community. Many of our outreach materials - in print and online - have had major facelifts. And we’ve finally launched the “GAB (Grrls Advisory Board)” - a youth-led advisory group that was in the works for a long time before Nickey’s energy was able to bring it to life. We are currently working to reframe our intern job descriptions to include some of the work that Nickey has been doing on an ongoing basis. Additionally, Nickey is developing a social marketing handbook that will help us integrate ongoing social marketing tasks into permanent staff members’ duties.

Nickey has a great eye for graphic design, so she has pitched in to help redesign program outreach materials, event programs, enewsletters and DVD covers - which has been a huge asset in presenting a vibrant image of Reel Grrls to the outside world. Nickey has also jumpstarted our Grrls Advisory Board, led a couple of Reel Grrls Productions projects for clients, and started a plan to create a sales catalogue of our DVD library.

Outreach Coordinator

Organization: 
Media Literacy Project
VISTA Name: 
Candelario Vazquez
Program Start: 
9/2009
Program End: 
7/2011
Project Description: 

The VISTA member will assist in building NMMLP’s MAG-Net projects. MAG-Net is a project of the Center for Media Justice. NMMLP, along with other organizations nationwide, is a member of MAG-Net and is working on media justice projects in New Mexico. General support for MAG-Net will include outreach efforts – creating handouts and flyers, recruiting participants for Girl Tech Collective, documenting events and activities, and assisting with the New Mexico Media Assessment.

Goal 1: Support the MAG-Net Projects: Girl Tech Collective and New Mexico Media Assessment
Goal 2: Support the Media Monitoring Project

Project Outcome: 

The three main project goals for this position were to support the Girl Tech Collective program, support a media assessment of New Mexico, and support a project on media monitoring.

The Girl Tech Collective program began this past year, but was shifted to another staff person. Instead, Candelario supported another youth program in New Mexico called Digital Justice for Us! (DJ4U) program. This was a more strategic move because it connected to MLP’s work on broadband in New Mexico, a project that this VISTA member would already be working on. The Digital Justice for Us! program was successful and MLP learned a lot from this first year. Cande supported the youth involved in this program, assisted in organizing the event to showcase the young participant’s video work, lead an evaluation on the program, and documented the process. His work will make the DJ4U program stronger for the coming year. MLP’s Program Director helped support this program.

The second project goal was to support the New Mexico media assessment. This project took on the form of an assessment of broadband access in New Mexico. Cande helped to host researchers from the Social Science Research Council in our state as they conducted focus groups in the greater Albuquerque area. Cande also formalized new organizational partnerships around the broadband issue, helped to build MLP’s base, and participated in community conversations. The increase in supporters of MLP and the collection of stories and information on how broadband affects rural and low-income communities has greatly strengthened MLP’s programs and projects. All MLP staff, partner organizations, and community members helped support the goal for increased access to broadband in New Mexico.

The third project goal was to support the media monitoring project. Cande helped to support Siembra la palabra digna, MLP’s initiative to address responsible speech in our media. Cande assisted at outreach events, collected video stories from community members, and monitored media clips to examine how issues and communities are framed and reported on in various media. Support for this project has helped MLP develop better workshops and materials that connect responsible speech with access to media and storytelling. MLP’s Campaign Coordinator assisted the VISTA member in this initiative.

Outreach, Marketing, and Volunteer Coordinator

Organization: 
Media Bridges Cincinnati
VISTA Name: 
Katie Finnigan
Program Start: 
9/2009
Program End: 
9/2010
Project Description: 

Media Bridge’s venture into the LPFM world is a step we feel very comfortable with, but at the same respect it will weigh heavy on our staff and man power to get the Radio station up and running. We seek a VISTA to contribute in the structuring of a stable working infrastructure. To develop and implement a content management system and a volunteer management system will help offset duties from a paid staff member, which could be used towards more direct service. The LPFM radio station is particularly critical at this time as the construction permit expires in August of 2009. Failure to be on the air by that time may result in our losing this precious community resource.

Goal 1: Develop and implement a system to keep the station up to date and in compliance with FCC regulations.
Goal 2: Implement a Volunteer Management System
Goal 3: Implement sustainable Marketing & PR Plan

Project Outcome: 

Katie Completed the following projects and assignments.

To increase Cincinnati’s access to local, community-based media by:
• Providing a locally owned station that broadcasts at least 50 hours a week
• Airing at least 40 hours a week of original programming produced by volunteers
• Training at least 40 local programmers

To increase the diversity of voices in local media by:
• Actively recruiting women, minorities and people of low income for programming and Advisory Board positions
• Offering broadcast training classes for less than $100
• Prioritizing shows with unique content, to ensure that a wide variety of voices are represented on the air

To promote local arts and culture and provide much needed exposure to local musicians by:
• Airing several hours of arts and cultural programming each week
• Designating blocks of airtime for local music
• Creating a library of songs by local musicians for volunteers to play on the air

To encourage public discussion and civic engagement by:
• Prioritizing talk and public affairs programs that cover issues of local importance

Communications Coordinator

VISTA Name: 
Oriana Magnera
Program Start: 
9/2009
Program End: 
9/2010
Project Description: 

We are seeking a CTCVISTA volunteer to assist with the our communications systems, specifically in regards to the development of a series of Project Initiative websites, and the internal and external communications mechanisms for project planning and development. This work would include web design and management, integration of social networking tools for initiative projects, communication support for project partners, interviews and podcasts with initiative participants, the development of online evaluative forms and database.

AmeriCorps*VISTA member will work with CDS staff to organize CDS information systems to support our organizations efforts including:

1. internal staff site for communication and information sharing,
2. public website (story theater, newsletter, curriculum, podcasts, program initiative kit),
3. marketing materials and activities (public screenings, brochures, email information campaigns, video PSA’s, surveys),
4. Training for staff, intern and volunteer in implementation of Initiative-based systems

Project Outcome: 

Principal Task: Internal and External Communications including web, electronic and printed materials. Oriana created a new and professional looking electronic and web quarterly newsletter featuring the Program Initiatives for the first time. She created a newsletter template, staff training materials, a form for collecting newsletter submissions, imported and organized thousands of contacts, managed the list and added new names on a quarterly basis. She completed both ongoing website updates as well as a round of improvements to the layout and information on the website. She began research for a new platform and web hosting service as well as prepared information about applying for a Tap Root Grant for web and marketing support which CDS will pursue in the spring of 2011. Creation of “Donate Now” button for CDS website to collect financial/in-kind donations. Creation of a multi-page guide to newsletter production and distribution.

Secondary Task: Oriana has also began making improvements in our internal communications. She has assisted with organizing materials on our internal Staff Site, managed any trouble-shooting issues with our email and web provider, and sent emails to our Program Initiative teams to collect information to place on the Staff Site as needed. She completed a Grant Writing Seminar and gathered and organized current and past grant proposals and resources from staff to place on the Staff Site for reference.

Greatly improved external communication and marketing through newsletter and public website. More connectivity between staff through email and internal staff site.

Oriana also undertook a complete re-layout of our book entitled Digital Storytelling: Capturing Lives, Creating Community. This task included converting book files from Framemaker to InDesign, revisions on every page of the book, as well as research for updating Technology Appendices and re-indexing the entire book.

Outreach & Volunteer Coordinator

Organization: 
Latinitas
VISTA Name: 
Claudia Escobar Lopez
Program Start: 
9/2009
Program End: 
9/2010
Project Description: 

As part of the CTC VISTA Project, Latinitas would recruit a VISTA member to serve as an Outreach & Volunteer Coordinator. This position would assist with:
Primary Goals:
-organizing an advisory board that will develop a comprehensive curriculum guide with a series of media-based, enrichment activities for girls.
-coordinating a volunteer leadership team that will assist with future club leader recruitment, trainings and management
-developing training procedures and volunteer manuals to empower volunteer club leaders to guide girl empowerment activities
Secondary Goals
-creating a marketing plan to outline strategies for effectively recruiting volunteers, identifying strategic community partners and sponsors and beginning the initial phase of volunteer recruitment.

Throughout the project, the VISTA member will work directly with an advisory board and volunteers to develop a curriculum guides, club leader training manual, volunteer procedures and volunteer recruitment marketing plan. These tangible products will enable Latinitas to replicate our media-based, culturally-relevant, bilingual, girl enrichment programs into additional communities. Latinos make up about 15 percent of the U.S. population and are the largest and fastest growing population. Despite the growth and size of this population, very few programs exist nationally that focus specifically on this population. The tools developed in this project may serve as a model framework and curriculum to share with the field of Latina-focused girl empowerment programs nationally.

Project Outcome: 

Claudia has organized recruitment efforts, orientation sessions and meetings to help build our advisory board. She has been instrumental in developing and documenting the procedures for effective volunteer training and management. She has developed an orientation and training module which we will utilize in preparing future volunteer club leaders for their role in leading multimedia clubs for girls. In addition, she has developed a comprehensive volunteer leader manual which clearly outlines the role, responsibilities, procedures and policies in the management of volunteer led clubs. The manual includes club leader job descriptions, club meeting outlines, attendance policies, dress code, code of behavior, classroom management tips, mentoring tips, recruitment tips, Internet safety guidelines, material checklists, equipment checkout procedures, attendance sheets, volunteer hour logs, club member evaluations, club fact sheets and other valuable tips on managing a media club for girls. Furthermore, our VISTA member has worked collaboratively with a team of volunteers to develop a new Club Leader Curriculum Guide building on our library of club lesson plans. Thanks to support from our VISTA Member, we now have over 100 multimedia lesson plans developed that we can implement in our multimedia clubs. These lessons are focused on teaching young Latinas in grades 4-8 about how they can use media as a tool for creative self-expression. These lessons are bilingual and bi-cultural and focused on writing, art, photography, audio production, film making, desktop publishing and web design. Our VISTA has also initiated a pilot test program training 4 volunteers to lead volunteer media clubs. She has recruited the volunteer club leaders, implemented and tested a club leader training session and provided technical support to our club leaders. The volunteer training module and curriculum guide has proven to work successfully with this group and our VISTA member is helping us lay the foundation to implement this program on a larger scale in the future.

Since our VISTA member is perfectly fluent in Spanish and English, she was able to assist us in translating numerous documents in our volunteer training manual as well as other materials for the public. We work with a largely Spanish-speaking population of recent immigrants, so her assistance in creating bilingual materials was a great asset in preparing all the needed documents for our volunteers to go out into the community to serve Spanish-speaking girls and families. In addition, our VISTA member developed a volunteer recognition procedures to assist in our volunteer retention efforts including creating volunteer certificates and awards, organizing volunteer appreciation events and developing a system for recognizing volunteers in our newsletter and special events.

Fundraising and Development

Organization: 
Media Arts Center San Diego
VISTA Name: 
Randy Cox
Program Start: 
9/2009
Program End: 
9/2010
Project Description: 

MACSD seeks to incorporate and expand its strengths in exhibition, youth media education, digital story creation, and border region digital filmmaker workshops via a timely and needed program re-structuring process. This re-positioning includes a new program that MACSD tentatively calls the “Media Arts Lab”; a neighborhood-based storefront, media arts learning and entertainment center for children, youth, seniors, and families.

The VISTA project and member will help build capacity for this new “Media Lab” project by: 1. Using the tabulations and narratives of the recent “Future of Media Arts in San Diego” surveys to identify and help the MACSD leadership team analyze the basic digital media uses and needs of the community in specific neighborhoods, gaining a diversity of ideas that reflects enriching differing points of view. 2. Using the survey results as community indicators to help create a business plan; determine cost-effective venue location(s), design and furnishings, staffing, needed media technology hardware and software and ancillary materials; plus, culturally relevant media arts entertainment, creativity, education- student media arts training; digital stories and news programming directions. 3. Working with MACSD’s Board of Directors, leadership team and long-term networks of collaborative community partners (listed below) to gain local motivation and support for this capacity-building initiative.

Goal 1: To understand and put into use the results of the “Future of Media Arts in San Diego” surveys.
Goal 2: Help to create a marketing plan to build community interest and participation in the Media Arts Lab.
Goal 3: Help to create a Fundraising & Development Plan
Goal 4: Find venue/building of first “lab” location in San Diego

Project Outcome: 

VISTA member was successful in many areas relating to our new Media Arts Lab. Mr. Cox researched and then located a new facility for our organization/New Media Lab. Mr. Cox also wrote 20+ grants and raised over $20,000 towards the new facility. Mr. Cox also assisted in strengthening the capacity of our Board of Directors via new recruitment, training, etc.. Finally, in the last month of Mr. Cox’ year of service, MACSD was able to find potential funding from the City of San Diego Redevelopment Agency to redevelop the new facility. Mr. Cox wrote the proposal and we’re still waiting to hear final word from the agency; but it looks positive.

With VISTA’s previous business experience and life experience; one of the greatest accomplishments and assets was having Mr. Cox’ consultations and overall knowledge. His ability to provide all staff with ideas and to assure that staff was looking at the ‘business-side’ of things, was invaluable.

Development and Communications VISTA

Organization: 
Prometheus Radio Project
VISTA Name: 
Ian Smith
Program Start: 
9/2009
Program End: 
9/2010
Project Description: 

The Development & Communications project would entail directing a fundamental change in fundraising policy, moving Prometheus towards a more grassroots fundraising strategy. This project would also include developing and maintaining systems for Prometheus’ donor and paid technical service relationships. It also entails creating communications tools, such as a regular and targeted donor appeal, for soliciting a broad base of financial support from those that access our services.

Goal 1: Help build and solidify Prometheus’ ability to engage community radio stations and community radio supporters in opportunities to support Prometheus financially and in a regular and sustainable fashion.

Goal 2: Create a more sustainable source of funding by developing technical services and products that Prometheus can offer for a fee.

Project Outcome: 

Ian’s work as been essential at building the capacity of the organization at a key time of growth and transformation of Prometheus.

Towards goal #1 of increasing regular, constituent contact, Ian has: shepherded the development of a new database merging 4 into one, developed a system for maintenance, trained all staff, coordinated a monthly eNewsletter, coordinated an annual mail appeal, implemented CiviEvent for pre-registration for events, and implemented a paper sign up sheet system for events. As a result, our database list grew by 7,456 new contacts, including over 600 from the US Social Forum where Ian’s sign up system was first used. We now have over 1000 facebook fans who receive regular updates thanks to Ian’s merging of our email, web, and facebook communications. A database consultant worked with Ian to build the CiviCRM database after which he largely implemented the above with input from Prometheus collective members.

Towards goal #2 of building grassroots fundraising support, Ian has helped develop a work plan and donation calendar for the Development Team which has guided our work throughout the year and made reporting on progress much easier. He designed and launched our new Sustaining Funders program. He also designed and launched out new major donor program by identifying potential donors and inviting them to key events and creating a donor packet. Ian assisted in writing a number of grants and grant reports for Prometheus, helping to gather statistics on the effectiveness of our programs and the demographics of our constituents. He did these in conjunction with our Development Director.

Towards goal #3 of developing web donor tools, Ian has built a number of custom donation interfaces to our new database and build contact and other forms on our website. As a result, the new website will integrate seamlessly with our database, cutting out costly duplication of data. We can now track what appeal or route online donations come from and better assess the success of our specific fundraising efforts. Ian was trained by our web developer to create these forms.

VISTA Leader East

VISTA Name: 
Billy Brown
Program Start: 
9/2010
Program End: 
9/2011
Project Description: 

The VISTA Leader East will ensure that all east coast, nationally placed Digital Arts Service Corps members are informed, motivated and connected to each other and the broader public media field. The VISTA will also assist in the redesign and development of a new Digital Arts Service Corps website and Transmission Project website, create data visualization for graphics demonstrating the Transmission Project’s 10 year history, and design swag and other promotional materials.

Community Outreach Coordinator

Organization: 
Squeaky Wheel
VISTA Name: 
Goda Trakumaite
Program Start: 
9/2010
Program End: 
9/2011
Project Description: 

The Corps member will help promote and brand Squeaky Wheel’s individual programs (such as the Buffalo Youth Media Institute, techARTS for girls, and Channels - Stories from the Niagara Frontier), help raise the visibility of Squeaky-produced media, amplify the marketing of their educational and production programs, and strengthen Squeak Wheel’s community presence of its media literacy and production workshops. All in all, the community outreach coordinator would help make Squeaky Wheel and its services to the community more visible and accessible to more people.

Project Outcome: 

Goda Trakumaite has expanded and developed our outreach activities by bringing the services that Squeaky Wheel offers to the attention of many schools, organizations and other groups. She has accomplished this by providing free one-day workshops, by organizing a number of public screenings and by directing our community outreach and documentary production program, Channels: Stories from the Niagara Frontier. Goda has increased the visibility of Squeaky Wheel’s Channels program through weekly screenings, regular email notices and acting as the contact point for filmmakers and organizations who are interested in becoming involved in the Channels program. In addition to this, Goda has helped increase the national visibility of work created through Squeaky Wheel programs by submitting films and videos to various festivals throughout the country. Goda has also been overseeing the coordination of various in-school workshops. Her activities have been crucial part of increasing the recognizability of the Squeaky Wheel brand and helping schools to see first hand how Squeaky Wheel can help them to incorporate media literacy and production into their after-school and in-class activities.

Impact Quote: 

Since Goda has served here, we have increased our membership, revived our Channels program and increased the number of schools and organizations contacting Squeaky Wheel for customized workshops, screenings and other off-site events. By having established these very important connections, Squeaky Wheel will continue to benefit from it’s increased visibility through greater attendance at screenings, more and higher quality applicants to our community programs and increased enrollment in our workshops. It is our hope that because many of these benefits lead to increased income for Squeaky Wheel, it will be possible for us to be able to afford to maintain this position of an outreach coordinator.

Transmission Project