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Associations and Nonprofits Take Aim: Repositioning and Thriving in the New Normal


Seminar hand-outs may only be available to Association / Nonprofit Section members; sign into MyPRSA to download these materials

March 25, 2010 | Washington, D.C.

8:30–9 a.m.
Registration & Continental Breakfast

9–9:45 a.m.
Networking Roundtables
Facilitated by Nancy Hughes, assistant vice president, communications and marketing, National Health Council

9:45–11 a.m.
Social Media — It’s a Jungle Out There
Sharon Goldmacher, president, communications 21
Elyse Hammett, APR, vice-president, communications 21
[Presentation Hand-Out]

Facebook, Digg, Twitter, MySpace and Ning have created a densely populated PR space where constituents, donors and supporters can communicate just as frequently and effectively as organizations — if not more so. Sharon Goldmacher and Elyse Hammett of communications 21 (c21) will map out the current space and examine the different ways communications professionals can keep audiences active, growing and on topic.

You will learn how to:

  • Establish, manage and maintain an organic yet strategic social media management system.
  • Apply different communications tactics to social media networks, such as Twitter, Facebook, Digg and MySpace.
  • Create clearly defined roles for social media programs with a flexible, team-based approach.
  • Track results and measure ROI post-implementation.

Sharon L. Goldmacher, president of communications 21 (c21), has more than 20 years of professional experience in marketing and public relations. Goldmacher created c21 in 1992, and focuses on driving strategic campaigns for clients in industries ranging from technology to real estate. Goldmacher has professionally supported nonprofit organizations, such as the Atlanta Botanical Garden, Literacy Volunteers of Atlanta and Outward Bound.

Elyse Hammett, APR, vice president of client services at communications 21 (c21), oversees account and resource development. With more than 15 years of PR management experience, Hammett previously led large-scale branding and communications initiatives at organizations, including Emory Healthcare, BellSouth and Troutman Sanders, LLP, for which she received awards from organizations, including PRSA and CIO magazine.

11:15 a.m.–12:15 p.m.
Mission Possible: Attract More Than a Million website Visitors in One Month
Katherine Watier, director of online marketing, Environmental Working Group (EWG)
[Presentation Hand-Out]
The Power of the Keyword Phrase & Leveraging Your Network, ComPRehension

You can drive over a million visitors to your organization’s website. You just need the right strategic plan. Katherine Watier will provide attendees with a step-by-step program combining SEO, PPC, social media and traditional PR. Watier will also discuss her campaign for EWG's “Cellphone Radiation Guide,” which was so successful that it stressed EWG’s servers.

You will learn how to:

  • Generate new list members and donors.
  • Spread messaging virally, through Facebook, Scribd, Yahoo Answers, Twitter and blog outreach.
  • Mobilize volunteers to assist with the social media promotion of a campaign.

Katherine Watier, director of online marketing for Environmental Working Group, is an online marketing professional with expertise in SEO, PPC, email, social media and web analytics. Watier also provides online marketing consulting and training to government agencies, businesses and nonprofits in the D.C. area. She previously supported OMP, Points of Light and Hands On Network (POLF/HON), and In each of these organizations, she educated nonprofits about best practices for attracting prospects via SEO and marketing-related online tools.

12:15–12:45 p.m.

Making Less “More:” Creative Strategies for Working With Fewer Resources
Rozanne Weissman, former senior director of consumer campaigns, Alliance to Save Energy
[Presentation Hand-Out]
Creative Strategies for Working With Fewer Resources, ComPRehension.

What’s a nonprofit practitioner to do, when the bottom falls out of the market, and new funding and partners are needed for an upcoming consumer campaign? Rozanne Weissman will explain how the nonprofit coalition, the Alliance to Save Energy, successfully did more with one-fifth the funding, fewer potential partners and less initial media interest on gasoline prices during the 2009 “Drive $marter Challenge” fuel efficiency campaign.

You will learn how to:

  • Establish diverse nonprofit, governmental, association and for-profit partnerships to dramatically expand your reach.
  • Cut through the media clutter with affordable and strategic tactics.
  • Increase buzz through social media and other online initiatives, such as a video contest.

Rozanne Weissman, senior director of consumer campaigns, Alliance to Save Energy, is responsible for multimedia consumer campaigns that focus on home and vehicle energy efficiency. She has managed 19 national and statewide campaigns for the Alliance. Weissman brings more than 20 years of award-winning management and hands-on experience from both private and public employers. She has won more than 60 awards for her work.

2–3 p.m.
Unified Across All Fronts: Successful Communication For Local and National Objectives
Sterling Raphael,
president and CEO, NFi Studios
Connecting Associations: Why “Sharing is Caring", ComPRehension.

Do the local chapters or sections of your national association or nonprofit sometimes feel disconnected, underserved or lackluster? Add more value and relevance to your communications plan with tactics proven to create more integrated networks. This session will provide case studies, live demonstrations and facilitate audience input to create tangible action items and resources attendees can take back to their organizations.

You will learn:

  • Digital and operational strategies to create a shared network of resources, products, member benefits and loyalty programs.
  • Leverage your member database, website, job bank and events.
  • Steer larger organizational communications, while allowing chapter leaders to contribute and share their own content.

Sterling Raphael, president and CEO, NFi Studios, has twelve years of professional experience conceptualizing and directing the development of innovative Internet applications. Raphael’s background includes creating media applications for Disney Entertainment, the Orlando Magic and Universal Studios. Sterling approaches all web software development with an interactive, user-centric and creative mentality.

3:15–4:15 p.m.
Nonprofits, Build Brands Through Video
Doug Simon, president and CEO, D.S. Simon Productions, Inc.
[Presentation Hand-Out]

In this session, you'll learn how videos can help build on nonprofits' organizational objectives. Whether using video for traditional media or online channels, Doug Simon will highlight effective tactics and potential problem areas. Also, Simon will present the results of the company’s “Broadcaster's Study,” demonstrating how television news is currently covering health stories, as well as the “2010 Web Influencers Study.”

Doug Simon is president and CEO of D.S. Simon Productions, Inc., which he founded in 1986. The company has won more than 30 industry awards in the last two years for clients including American College of Physicians, Issac Mizrahi/Liz Claiborne, Kaiser Permanente, Macy’s, March of Dimes, Parade Magazine and Verizon. He also authors an award-winning video blog Vlog Views. Simon was a former vice president of the New York Chapter of PRSA and three-time past president of the Publicity Club of New York. He began his broadcast career at NBC Sports where he served as Talent Assistant to Bob Costas on the award-winning “NFL Live!” program.