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20NTC Session Proposal
Leadership

Digital Marketing Policies for the Real (Messy) World

Description

Do you have a digital engagement policy? Do you need one? (Wait, what is a digital engagement policy, anyway?)

A strong, thoughtfully crafted digital marketing policy can serve as your north star in navigating an increasingly complex digital world. Though they may sound bureaucratic, well-designed policies actually help us organize internally to both live our organizational values and to know what to do when a situation isn’t clear. 

We’ll use the Sierra Club’s recent email-marketing policy initiative as a case study in how to develop digital policies that work – supporting a constituent-engagement strategy; reconciling the needs of internal stakeholders; putting in place guardrails and bumpers; and helping many teams work together in rapid-fire, constantly changing channels. We’ll cover how to structure research to achieve effective digital governance. And we’ll talk about change management and how to make yours a living, breathing digital-engagement policy with a long shelf life.


Learning Outcomes

  • Identify what digital engagement policies are & whether you need one
  • Effectively create a process for researching, drafting, and rolling out a new policy
  • Understand how to use a policy to pursue meaningful organizational change

Target Audience

Leaders, digital directors, & online engagement staff

Additional Speakers

Kacey Crawford, Sierra Club ; Justin Birdsong, Cause Craft Consulting

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