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Date:                                       February 2017


Position Title:                        Director of Media and Community Engagement


Organization/Division:         United Way of Dane County Marketing Department


Reports To:                           Senior Director of Marketing


Purpose of Position: Develops and manages external communications and community engagement activities to expand community awareness and attract volunteers, advocates, and donors for United Way of Dane County’s mission and our community’s Agenda for Change. In this extremely agile role, the Director of Media and Community Engagement is responsible for immediate requests for media inquiries and other pieces of communication that must be handled in a timely basis.

Leads internal teams to identify and develop content for external communications. Serves as primary point of contact for all media inquiries, prepares and delivers strategic responses related to all United Way activities and background information, including urgent inquiries.

Writes speeches, press releases, statements and other communications on behalf of the organization’s executives. Builds and leverages relationships with media to gain coverage of United Way activities and community impact. Identifies and responds to environmental factors to minimize risk to UWDC brand image. Leverages multimedia resources to deliver content and messages to key audiences via most relevant media channels. This position also handles position papers and talking points, serving as the main writer of United Way of Dane County.

Manages our brand voice in social media – including LinkedIn, Instagram, Facebook and Twitter. Monitors, creates messaging, and works with Assistant Director of Creative Services to create shareable pieces for our pages. Produces videos that tells the United Way story, which is shared through social media, general newsletters, etc.

Key Responsibility Area:     Public and Media Relations/Social Media                         70%

Specific Duties:

  1. Lead development of an annual PR plan, and maintain/update the organization’s affinity group communications schedule with input from Management, key Marketing Committee personnel, PR Agency and other UWDC departments.
  1. Serve as the Marketing Department’s primary writer, ensuring on-strategy message and language consistency. Develop and direct media materials distribution, including press releases and packets, newspaper and magazine insertions, event scripts, story pitches and follow up, tracking oversight, etc.
  1. Create and develop media relationships to generate awareness of and involvement with our work. This could include media partnerships, special coverage, etc.
  1. Oversee communications and media relations support to the Board of Directors.
  1. Develop and distribute position papers, as well as staff and volunteer updates.
  1. Manage UWDC’s social media footprint, monitoring and creating engaging messaging to grow followers, awareness and deepen understanding of United Way of Dane County.

Key Responsibility Area:    Community Engagement                                                     20%

Specific Duties:

  1. Work with Community Impact (CI) staff to develop and achieve successful community engagement plans and materials that educate the community, provide community input, inform of UWDC work (co-branding initiatives), and motivate public will for community change. In collaboration with CI, develop client stories that demonstrate the success of UWDC and the community’s Agenda for Change.
  1. Produce all content for monthly general newsletter and other external communications. Provide marketing materials and communications with UWDC affinity groups.
  1. Produce videos that illustrate United Way’s value in the community. This requires interviewing, shooting, editing and storytelling skills. Videos are used in external communications, like newsletter and social media.
  1. Monitor community communications for engagement messages and opportunities.

Key Responsibility Area:     Training and Community Voices                                        10%

Specific Duties:

  1. Train UWDC stakeholders, including key volunteers, loaned executives, staff from partner agencies, and internal UWDC staff to communicate effectively the brand message of the community’s Agenda for Change goals and progress.
  1. Oversee year-round speakers training program to educate the community as to the “Value-add” of UWDC, and further resource development. Lead the recruiting and training of speakers, development of training content, with a special focus on the campaign process. Monitor and evaluate the overall program for continuous improvement.

Job Relationships:

External:          Media representatives, advertising & PR agencies, partner agencies, community volunteers, government partners, & other United Way partner orgs.

Internal:           Direct interaction with all departments and levels in the organization; with liaison responsibility for Community Impact (CI) department.

Job Specifications:

Education:       Bachelors degree in communications, journalism or related field.

Experience:    A minimum of four years experience in strategic, market-driven communications and media relations programs required. Non-profit system experience desirable.

Knowledge:    Excellent written and interpersonal communications skills. Strong presentation and public speaking skills. Team orientation with a demonstrated ability to organize and motivate teams involving staff, external resources and volunteers at all levels. Self-motivated and strong track record of getting results.

Hmong Madison @2014