Director of Marketing and Communications, Home Base
MGH Institute of Health Professions
Location: Boston, Massachusetts
Internal Number: 3184109-3499_1652390554
Home Base, a Red Sox Foundation and Massachusetts General Hospital Program, is an innovative public/private partnership dedicated to improving the lives of service members, veterans, and their families who live with service-related or combat-related stress and/or traumatic brain injury through clinical care and support services, as well as community education and innovative research. In addition, Home Base serves as a leader in research, identifying and implementing new treatments for post-traumatic stress disorder (PTSD) and traumatic brain injury (TBI) and other service-related mental health challenges. A combination of individualized, high quality assessment, consultation, treatment, and rehabilitation services are provided at the Home Base's Outpatient Clinic.
Home Base seeks a dynamic and experienced professional to be responsible for oversight of all marketing and communication needs for the Home Base program headquartered in Charlestown, MA and its sister program in Southwest Florida.
Reporting to the Chief Operating Officer and the Senior Director of Development for Signature Programs and Development Communications, s/he is charged with leading and executing on Home Base's programmatic and development marketing and communication objectives. As Home Base is fueled by over 80%+ philanthropy, the focus on communicating with a broad donor audience that is in sync with our programmatic priorities is key to the success of the position.
The successful candidate will be an experienced, results-driven individual who is passionate about Home Base's mission and initiatives. S/he stays current with local and national news, particularly stories tied to military mental health care, and veterans' issues. S/he has strong experience in developing a multifaceted communications, brand and marketing approach that maximizes exposure through a variety of earned, created, in-kind and purchased media venues.
The person we seek must be able to maximize the ROI of digital marketing, recognize the importance of connecting the right audiences with a relevant message and call to actions and implement a performance strategy designed with brand, consumer experience and business in mind.
In order to gather useful data and analytics that provide information such as where our customers come from, their life cycle and whether they're likely to support our efforts, this individual will need to be fluent in all aspects of digital marketing to include:
Search Engine Optimization & Web Analytics
Inbound and Email Platforms
S/He will also have a broad network of media contacts, with an eye towards national partners, and a proven track record in pitching and placing stories on a regional and national level and has experience with crisis management and the development and dissemination of appropriate messaging in response to negative news and crisis situations.
In addition to maintaining and expanding upon Home Base's traditional media footprint, Home Base's Director of Marketing and Communications is aligned as a dual report under the MGH Development Office to implement and execute a comprehensive a marketing and communications plan to promote fundraising initiatives. The goal is to advance and maximize the organization's position with relevant constituents, as well as to drive broader awareness and donor support for the organization.
This is a highly "hands-on" role that will work in a fast-paced environment to strategically envision, write, edit, design and deploy content for diverse topics, audiences and vehicles across a variety of digital, visual/video and print channels. The successful candidate is an excellent writer, speaker and communicator, and is comfortable managing internal and external resources to execute these communications plans and analyze results to measure progress towards goals and inform future planning.
Qualifications Principal Duties and Responsibilities
Grow and Enhance the multi-purpose Home Base media enterprise
The Home Base "media channel enables the proliferation of rich content material to key constituents and donor audiences that aim to establish Home Base as a trusted and sought-after source of information.
Under the umbrella of the "media channel," assess, recommend, design and execute on all multi-media initiatives and platforms in support of the Home Base Veterans Day Televent, the Home Base Nation Podcast and the Operation Health@Home initiative
In coordination with Home Base Development colleagues, assist in the generation of new revenue opportunities to help both pay for the effort as well as fund Home Base.
Working with leadership and colleagues, develop the business plan to launch and execute on this vision.
In collaboration with the host and Development colleagues, develop the strategic marketing and promotional plan for the seasonal launch of the Home Base Nation Podcast in addition to creating individual promotional plans for each episode.
Media Relations and Planning
Tell the Home Base story! Develop strategic goals to raise the national profile of Home Base, by coordinating 3-5 stories with National Media outlets
Work with Home Base's Administrative and Clinical Leadership teams to maintain a media policy that is adherent to HIPAA and patient privacy guidelines
Coordinate with the MGH Public Affairs office, the Red Sox Foundation and Red Sox Public Relations teams, and any outside pro bono PR firms to develop a detailed public relations strategy in support of organization's strategic initiatives
Establish contacts and solid working relationships with national and local media, with additional involvement as needed with politicians, community leaders, and Home Base supporters
Accountable for maintaining a comprehensive and up-to date news media contact database
Serve as point of contact for media inquiries; Facilitate media interviews with appropriate spokespersons and prepare appropriate briefing memoranda
Identify high-potential communication staff to work with the media and effectively promote Home Base, its mission, and campaigns - provide effective media training as needed.
In coordination with the Senior Communications Specialist, identify and create local and national media and public relations opportunities to drive awareness of the expertise, clinical research and inspiring stories of Home Base
Responsible for the news process; writing, editing and distributing of press releases, advisories, pitches, newsletters, position papers and reports to key national, metro, and local media outlets.
Responsible for the process of proactively contacting reporters, editors and producers for story ideas as well as drafting and placing bylined articles and opinion editorials.
Accountable for media relations and communication program metrics, results and recommendations including monthly reporting, tracking, analysis and quarterly and bi-annual summaries.
Conceptualize and execute integrated marketing campaigns to promote Home Base's signature events: Veterans Day Dinner, Run to Home Base, Run to Home Base Florida, Veterans Day Televent, No-Shave November, Giving Tuesday, and an Annual Appeal Campaign
Manage external agencies to develop strong partnerships while maximizing the efficient use of resources
Develop multi-channel marketing plan to support these events
In partnership with Development Team, provide technical assistance in developing virtual fundraising events and digital fundraising events.
Serve as media and public relations point of contact for all Home Base's fundraising initiatives
In collaboration with Home Base's Development colleagues, work with internal and external stakeholders to write and assemble Home Base's Annual Report.
Support all appeal campaigns including identifying and interviewing subjects and overseeing the design and printing of the report (electronic and direct mail).
Write language for leadership newsletter content, event speeches and leadership/board meetings as needed
Develop marketing strategies for Home Base and Home Base Southwest Florida that are creative, impactful, actionable, and designed to produce results aligned with objectives across all business units
Enhance the brand strategy, framework, usage and messaging guidelines
Articulate, and secure the needed, visuals, and copy for campaign projects, inclusive of copywriting, content creation, design, photography, and video production.
Oversee the development of highly-efficient performance driven marketing plans that effectively promote Home Base's mission and content across digital media to include Facebook, Twitter, Instagram, LinkedIn, RallyPoint and Google (YouTube, AdWords, Paid Search), and help drive audience acquisition and fundraising initiatives
Understand the position of Home Base's brand within the cultural and competitive landscape to target the right audiences and build the right user behaviors
Manage launch timelines to ensure key milestones are understood and being delivered upon. Initiate regularly scheduled team meetings with Home Base staff across all business units (e.g. clinical, education, outreach, research, development) to ensure coordinated efforts across disciplines
Coordinate with internal colleagues and contracted third-party vendors (i.e. Trellis) on the ongoing content updating of www.homebase.org
Oversee all web and digital properties of Home Base (website, social media, email marketing, blog posts, multimedia content), including editorial calendar planning and creation, copywriting, ongoing monitoring and generating posts
Oversee the development of Home Base's printed and marketing materials including, but not limited to media kits, fact sheets, posters, flyers, invitations, display ads, talking points and Q&A documents
Maintain consistent brand image throughout all marketing channels
Messaging and Thought Leadership
Develop compelling messaging, themes and longer-term strategic concepts to proactively pursue thought leadership opportunities for Home Base staff.
Collaborate with Home Base's administrative teams, as needed, on corporate branding, internal news and milestones communications posted on Home Base's intranet platform
Maintain and update Home Base's management/crisis communications plan and facilitate meetings with cross-functional teams to review scenarios
Lead internal creative and design groups to manage development, production and distribution of marketing materials to support planned marketing programs
Write and edit a wide range of communications, including news releases, announcements, web stories, social media posts, annual report letters, scripts, speeches, talking points and issues cards.
Conceptualize and oversee graphics production (internal or external) to be used in online and offline advertising and marketing communications
Oversee the development of an annual and multiyear strategic plan that is vetted and approved by leadership
Enhance and develop a growing team staff, vendors, and volunteers as required to carry out the goals and objectives of the department
Research, vet, retain, and oversee the use of outside services (PR agency, content and digital marketing agencies, etc.) and manage vendor relationships and contracts.
Actively manage unit budget allocation, tracking & reporting
Requires availability beyond traditional office hours for activities and events during evenings and weekends
Stays abreast of new media and web-based marketing strategies
Occasional limited travel may be required
Skills, Abilities, & Competencies Required
The successful candidate will be an enterprising, self-starter with a strong work ethic who is conscientious, attentive to detail and results-oriented. Candidate must be capable of operating at both the strategic and tactical level to successfully communicate with all levels of clinical and administrative staff, the veteran and military family community, policy makers and opinion leaders, and the general public. The person must be a collegial team player with a proven ability to motivate, engage, and work collaboratively at all levels with senior staff, colleagues, volunteers, donors and similar constituencies. S/he is a strategic thinker who can effectively plan, manage multiple facets, evaluate problems and display sound judgment, with experience writing multiple types of promotional materials and devising sophisticated strategies for generating overall program awareness, increasing veterans and families into the Home Base Program and fundraising through communication efforts.
Skills, Abilities and Competencies
Fluent in all aspects of digital marketing to include:
Search Engine Optimization & Web Analytics
Inbound and Email Platforms
Exceptional judgment and discretion in handling sensitive and confidential issues.
Proven track record of successfully creating excitement and "buzz" around new initiatives and ventures
Excellent, demonstrable writing and editing skills and attention to detail
Ability to perform effectively in a fast-paced environment, work well under pressure and manage details of concurrent projects
Ability to develop positive internal and external working relationships
Ability to motivate staff-both direct reports and peers across the organization-and facilitate cross-functional efforts
Takes initiative and functions effectively, both independently and as a member of a team, with a willingness to take on and assist with routine and last- minute projects.
Ability to analyze and interpret data to make recommendations based on analysis and expertise
Tech savvy and experienced in using digital marketing tracking and content management systems: Google Ads, Facebook Ads, Wordpress, Marketo, and Salesforce
Strong understanding of and experience with social, digital and multimedia
Experience with Microsoft Word, PowerPoint, Adobe Acrobat, photo and video editing software (Photoshop, iMovie, Final Cut Pro)
Education & Experience
B.S., B.A. degree (preferably in Communications, Marketing or related field) from a 4-year accredited institution. Master's degree preferred.
7+ years of related professional experience in communications, marketing and public relations with substantial writing, communication development, and public affairs experience.
Supervisory Responsibility (if applicable)
At least two additional FTE, interns and pro bono agencies.
EEO Statement Massachusetts General Hospital is an EqualOpportunity Employer. By embracing diverse skills,perspectives and ideas, we choose to lead. Applications from protectedveterans and individuals with disabilities are strongly encouragedPartner's Healthcare is acting as an Employment Agency in relation to this vacancy.
MGH Institute of Health Professions, founded by Massachusetts General Hospital in 1977, is an innovative and independent graduate school in Boston that is a member of Partners HealthCare. A progressive leader in developing comprehensive models of health care education, the MGH Institute prepares advanced practice professionals in the fields of nursing, physical therapy, occupational therapy and communication sciences and disorders through a distinctive combination of academic study, clinical practice, and research. More than 1,200 students are enrolled in graduate level and certificate programs, with an increasing number of courses available online. The Institute is accredited by the New England Association of Schools and Colleges (NEASC).