Day-Timer Spokesperson Role
Business Objective:
Expand the value of the Day-Timer brand by developing and communicating impactful information for end consumers; including white papers, videos and concise, relevant tips, and techniques delivered through social media and traditional marketing to improve their lives.
Need:
A part time professional (24 hours a week) to officially represent Day-Timer in the development, gathering, publishing, and communicating of content related to personal time- management reflecting the Day-Timer brand position and mission. Candidate must be an expert in the time management and personal productivity subject area, have demonstrated excellent skills in writing, speaking, video development, blogging, training and publishing in electronic media and traditional print forums.
Strategic Communication Needs:
Be the professional voice of Day-Timer and our brand steward for end consumers and other Stakeholders.
• Appear as a face and a voice for our brand; and understand and project our goal to know customers and provide unique solutions by persona development.
• Act as a media representative on Day-Timer’s behalf in social media, radio, TV and internet as needed
• Develop a master plan and determine the most influential ways to build consumer awareness, desire and loyalty for the brand
• Create and deliver relevant and communication content for end consumers through electronic communication vehicles including DT managed social media, DT website, and influence on 3rd party internet venues to attract new consumers and link them to our brand message
• Author white papers or other materials under the byline – “Author”, from Day-Timer. All work developed for the company is done so as a “work for hire” and is owned and © copyrighted to Day-Timer
• Test and know which types of editorial content are used, valued, and effective in influencing buying throughout consumer’s lifecycle including “how to” and “what for” expert guidance, and brand awareness building
• Ensure all material is easily accessible by Channel teams (Direct, Indirect and International) for use in traditional communication tools including catalogs, and reminders for housefile loyalty building
• Facilitate a monthly communication session to influence content repurposing for housefile across more traditional media
Position Goals:
The role of Spokesperson includes planning, creation, execution and communication with end consumers on behalf of the Day-Timer brand. This person will become our content and communication expert for our brand in the social media realm
Planning Activities:
1. Create a 6-month rolling editorial plan defining relevant topics for publication (each week) across multiple end consumer communication touch points. Ensure editorial strategy is consistent with key word search and landing page success, persona research and new product launch plans
2. Engage in planning sessions with Director, Indirect Marketing to determine best way to integrate access to new editorial content on the Indirect Channel’s websites and via their promotional activity
3. Ensure appropriate strategies are used to build a list of “key blogs, forums and sites” to be targeted for “expert voice” through 3rd party links; include in planning process
4. Develop and lead implementation of a master spreadsheet of tactical plans to communicate with end consumers via all methods (integrate planning with Home Page marketing and email plans for e-Talk, e-Learning); meet monthly and lead integration plan across channel teams
5. Envision and oversee a process for effective data collection processes to understand how and why consumers are discussing “Day-Timer” and its competitors including paper, hybrid and electronic solutions; create editorial strategies to confirm or change perceptions
6. Engage in planning sessions with Director, Direct Marketing to determine best way to integrate access to new editorial content on the web and via promotional activity (High priority)
7. Provide insight and suggest changes to the “Day-Timer Expert” role semi-annually to confirm/change goals, priorities, and communication links and improve effectiveness of investment.
Executional Focus
1. Develop at least 3 updates for the Day-Timer blog per week using various techniques including print, video and links; ensure connectivity to SEO strategy
2. Encourage over 10,000 online consumers (annually) to talk about Day-Timer (use, tips, service, value, relevance etc.)
3. Seek out and answer consumer posts to forward Day-Timer mission/reach new customer acquisition goals; create database of “consumer answers” and have implemented by Social Media Specialist and/or Contact Center teams
4. Post 5 comments on industry blogs/forums to develop links back to Daytimer.com
Send “weekly tip” via video to those end consumers who opted into the communication stream
6. Write an “Advice Column” for e-Talk which integrates editorial strategy with monthly communication and increases opt ins
7. Take advantage of major opportunities to submit content to PR websites and/or industry forums to gain consumer exposure (about 4 times/year)
8. In first 3 months, develop 12 “fish food” concepts for daytimer.com, allowing consumers to download information for free to engage in the brand value/product trial process to gain traction. (i.e. Free Planning Checklists for specific events)
9. Create database on content to ensure easy access and repurposing by DT Creative, Sales and Marketing Teams for newly created material
10. Provide leadership for the tactical activities of the DT staff member responsible for social media content development, posting, reporting and analytics and site administration.
11. Advise Internet team regarding value of the editorial material currently on site; define best organization methodology for repurposing current content as we launch new website. Include all editorial content owned by the brand, (not just what’s already on the website. i.e. Time Power which contains a few hundred pages of advice.)
Internal Communication:
1. Develop and submit weekly status update including tasks completed and upcoming priorities to team
2. Adopt “Totally Accountable” process with Director, Product Marketing to maintain visibility to important tasks
3. Develop easily accessible editorial content databases for others to access as needed
4. Issue planning reports and status updates to team monthly
5. Participate in planning sessions with Channel leaders monthly
Freelancer Hiring Criteria:
Freelancer needs a high level of knowledge about the topic, has demonstrated expertise in planning and communicating effectively, and uses “new marketing tools” with ease. Specifically must have:
• Already established themselves as a Personal Organization/productivity/time management content expert
• Proven experience in planning and producing content appropriate for social media postings on web and for mobile devices over last 12 months
• B.S. or advanced degree in Journalism
• Editorial experience in the content area including finding and aggregating already developed content
• Strong identification with “Millennial” consumers
• Strong demonstrated written and oral communication skills
• In person availability to the Day-Timer team in East Texas a minimum of 2 full days per week, every other week; and via phone/internet daily
• Look and act professionally and in keeping with consumers expectations of the brands mission
• Ability to Travel on behalf of Day-Timer (less than 20% a month)
IN ORDER TO BE CONSIDERED FOR THE POSITION THE CANDIDATE MUST SUBMIT:
1. RESUME
2. 1 – 2 PARAGRAHS DESCRIBING WHY THEY ARE "THE IDEAL CANDIDATE"
3. LINKS TO WEBSITES WHICH CONTAIN THEIR WORK
3. 2 – 3 PROFFESIONAL REFERENCES
Reporting Relationship:
Contract Spokesperson reports to Director, Product Development and Marketing, Day-Timer.
Relationships with General Manager, Creative Director, and Director, Indirect Channel are critical to position success. Interface with Director, Contact Center and all other employees as necessary.
Relies upon an internal Social Media Specialist for support.
Measurement of Impact:
1. Improve “authoritative/value to customer” voice in the marketplace by increasing marketing research scores.
2. Attract 20,000 incremental new consumers 2009 via internet/social media communication strategy
3. Have a minimum of 20 articles picked up by national websites as defined with circulation of over 100,000 readers
4. Increase the number of content-related third party links into the website from 100 to 500 in 12 months
5. Increase websites “frequent visitor” ratio as measured by Quantcast from 12% in 2009 to 16% in 2010.
- Location: Allentown, PA
- Compensation: $40 to $60/hour depending upon qualifications plus travel as approved in advance
- This is a part-time job.
- This is a contract job.
- Principals only. Recruiters, please don't contact this job poster.
- Please, no phone calls about this job!
- Please do not contact job poster about other services, products or commercial interests.