PRSA-NY Chapter Board Toolkit
Marketing
I.
Committee Roles & Responsibilities
A. General Board Responsibilities
All executive committee members and director/delegates are members of the PRSA-NY board of
directors. Members of the board are expected to prepare for and participate in monthly board
meetings and submit monthly reports as appropriate. Executive committee (EC) members are
expected to do the same for monthly executive committee meetings. Unexcused absences for three
consecutive meetings may lead to removal by the board.
Board members are expected to:
 Be familiar with the mission, purposes, goals, policies, services, strengths and needs of the
chapter;
 Demonstrate high standards of professional and personal conduct;
 Maintain confidentiality of board / executive committee business;
 Work collaboratively with each other and staff;
 Serve as chapter ambassadors to members and prospects;
 Understand, follow and sign the chapter’s conflict of interest policy and avoid the appearance
of conflicts of interest;
 Read and understand chapter financial statements and help the board to fulfill its fiduciary
responsibilities; and
 Sign the board member responsibilities document.
Director/delegates serve two-year terms. Executive committee members serve one-year terms
except for the treasurer who serves a two-year term.
B. Board Roles (elected)
1. Vice President, Marketing
The vice president of marketing serves as an officer on the EC and reports to the president.
He/she is responsible for measurably connecting with audiences, raising awareness of chapter
services and activities, communicating the core values of the organization and supporting all
director/delegates, officers and volunteers in their communications with members, prospects and
other publics.
This position directs the development and execution of all marketing and related communications
tasks for the chapter including branding, value positioning and message consistency.
Key goals and objectives
 Collaborate with the president and VP, Membership, to develop, enhance and/or reassess
the chapter’s core value proposition and to then ensure that this brand essence is
included in all communications;
 Oversight of all marketing activities to include branding, public relations, e-marketing,
social media and more;
 Provide input and advice with regard to the chapter’s technology tools and platforms
including its platform, database and website;
 Oversight of all branding and graphic design to ensure consistency;
 Oversight of the development and execution of digital and social strategy content and
engagement, managing advertising spend and tracking metrics;
 Oversight of the e-marketing/direct marketing content calendar, frequency and metrics;
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PRSA-NY 2016 Chapter Board Toolkit - Marketing
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Oversight of thought leadership activities and external communications to include
community outreach;
Collaborate with VPs of Membership and Programming to ensure consistent branding
across digital and event marketing;
Oversight and support for the two director/delegates on the chapter board with marketing
responsibilities to ensure they are tracking towards their goals;
In collaboration with VP of Programming and the chapter treasurer, secure sponsors for
chapter programs; and
Mentor senior director of marketing and transfer knowledge.
2. Marketing, Senior Director
The senior director of marketing reports to the vice president of marketing and is responsible for
all marketing and communications activities of the chapter including branding, value positioning,
and message consistency, diversity and inclusion.
Key goals and objectives
 Management of all marketing activities including promotion of all programs, Big Apple
Awards and other initiatives;
 Management and execution of all public relations activities;
 Utilization of all technology relevant to chapter activities including its platform, database
and website;
 Management of branding and graphic design to ensure consistency in marketing and
promotion efforts;
 Development and execution of social strategy content and engagement;
 Management of e-marketing/direct marketing activities;
 Management of thought leadership activities;
 Identification and assignment of committee chairs to oversee the various marketing
activities; and
 Mentor director of marketing and transfer knowledge to prepare that individual for their
year as senior director of membership.
C. Committee Members (assigned as needed)
The marketing vice president and senior director should assign at least one committee member to
each marketing role/functional area for execution of the chapter’s objectives. Committee members
will report to the senior director of marketing. The senior director and vice president should remain
responsible for the overall vision, mission and thought leadership of the chapter’s marketing efforts.
Suggested committee roles are:
 Big Apple Awards
 E-marketing/direct marketing
 Branding/graphic design
 Social media
 Programs, editorial/copy editing/promotion approval
 Programs, reporter/post-event press
 Public relations/press releases
 Technology/website
II.
Next Steps
A. Build Your Committee
 Recruit committee members
 Seek out volunteer leaders with previous relevant experience in your area of responsibility
 Consult with the Vice President, Membership for assistance recruiting volunteers
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PRSA-NY 2016 Chapter Board Toolkit - Marketing
B. Set Goals and Assign Responsibilities
 Schedule 2-3 planning committee meetings/calls to assign responsibilities and discuss goals
and objectives
 Complete the “2016 Planning Objectives Form” in preparation for, and to present at, the
January board meeting
 When discussing responsibilities and goals, it is recommended that committees consult with
other board members and VPs with functional responsibilities that impact your area, e.g.
programs and membership
III.
Resources
A. Board/Committee General
 2016 Board Contact List
 2016 Organizational Chart
 2016 Planning Objectives Form
 PRSA-NY Strategic Plan
 Board Report Sample (Google Doc)
 Administrative Support Overview and Contact List
B. Marketing Resources
 2016 Draft Marketing Budget
 Calendar of Events
 Event Set-up Form
 Eblast Samples
o Weekly
o Solo
o Membership promotions
 Big Apple Marketing
o Timeline
o Email Blasts
o Press Releases
C. PRSA National Resource Center
 Membership Promotions Calendar & Collateral
Questions regarding required support or appropriate use of resources should be directed to the Chapter
President or Executive Director.
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