Compelling story about your mission? Check. Now what? Identifying key audience segments and channels of conversation – online and offline – are critical in moving them to act and support your cause. Join the Chicago AMA SIG on Thursday, May 16th, when we’ll discuss how segmentation works for effective targeted messaging to ensure your non-profit’s story connects with key audiences. We’ll hear insights on maximizing impact and engagement from both agency and non-profit perspectives with guest panelists Ryan Rasmussen of Zocalo Group, Greg Petersen of the Keystone Alliance, Tom Bracy of Merit School of Music and Christopher Tiffany of Merit School of Music.
Ryan Rasmussen of Zocalo Group
Greg Petersen of the Keystone Alliance
Tom Bracy of Merit School of Music
Christopher Tiffany of Merit School of Music
Tom Bracy is Merit School of Music’s Executive Director. Bracy originally joined Merit as a faculty member from 1989-1992, and then returned in 2004 to teach in its Bridges: Partners in Music Program. In 2005, Bracy joined the staff as director of operations and earned other duties, including acting director of development and director of human resources, as well as, Merit’s chief operating officer. Bracy has led Merit’s team through a recent marketing study and branding and awareness campaign. Before joining Merit’s staff, Bracy was executive director of the Association for Catholic Music Education, and an area manager for the Chicago Park District serving several Chicago communities including Uptown, Lakeview, West DePaul, Lincoln Park, Bucktown, Wicker Park, Cabrini Green and Gold Coast. He has also acted as a consultant in the areas of management, leadership, and marketing. He earned a bachelor’s of arts degree in organization management and leadership from North Park University. He is currently working on his masters of business administration degree at North Park University.
Ryan Rasmussen leads Insights & Analytics at Chicago-based word-of-mouth marketing communications agency Zocalo Group. He helps major B2C and B2B brands position, protect, and communicate their messages through a combination of campaign and enterprise-level analytics, strategic planning, brand positioning, and consumer insights and segmentation analyses. His experience with marketing communications extends across a wide variety of industries (food, CPG, financial services, automotive, technology.) His expertise in social strategy, measurement, and insights has made him a highly sought after partner in both independent and integrated agency teams, working closely with clients such as Dell, Nissan, State Farm, Subway, ConAgra Foods, and Unilever to help them realize the full potential of their brand promise.
Greg Petersen is the Chief Administrative Officer of the Keystone Alliance. Greg’s background includes 18 years of nonprofit and government management experience. Greg assisted with the 2009 creation of the Keystone Alliance; Keystone was created to provide administrative services, strategic advice, and managerial capacity to nonprofit organizations. Previously, Greg was the Chief Administrative Officer and Director of Venture Development for Search, Inc., which has served people with intellectual and developmental disabilities since 1968. Greg has also worked for the City of Seattle’s Budget Office as well as the Illinois Facilities Fund.
Christopher Tiffany is Merit School of Music’s Development Communications Specialist. In this role he manages institutional grant funding, oversees the production of Merit’s video collateral, and provides communications support for a variety of other projects. Christopher has secured the three largest grants in Merit’s history and has raised more than $13 million in grants for various arts organizations, including Merit, Goodman Theatre, and River North Chicago Dance Company. He was a founder and co-artistic director of greasy joan & co., a small, equity theater company in Chicago, and received a 1999 Joseph Jefferson Award nomination for his translation/adaptation of Machiavelli’s The Mandrake. Christopher has published articles and reviews in The Harvard Review, The A.R.T. News, and Spanish theater journal Teatro. He holds a B.A. in English literature from Montana State University, and a Certificate in dramaturgy from Harvard University’s American Repertory Theatre Institute for Advanced Theater Training.