This position reports to the EVP and provides executive and strategic vision for all internal and external communications, marketing initiatives and public relations efforts of the association. The SVP ensures all communications effectively convey and embody the ACA brand and further ACA’s strategic priorities. The incumbent will be responsible for conveying the value of ACA membership to members and non-members through multiple channels, and educating the general public about the important role chiropractic plays in the health care system.
Provide oversight and guidance on key messaging of the association to ensure it is consistent with brand strategy.
Ensure all visual representations of the association (logos, colors, imaging) are consistent with and convey the ACA brand.
Manage continued rollout of ACA’s brand to members and the public, with a special focus on reaching new and younger audiences.
Develop and deliver presentations, talking points and informational pieces to ACA staff and leadership to assist them in understanding and living ACA’s brand.
Oversee the development and execution of a comprehensive communications and content strategy using multiple formats and media to increase awareness of the key goals and policy positions for ACA – with both internal and external stakeholders.
Drive a strategic communications agenda that creates a broader context around current issues and proactively addresses the strategic priorities of the association. (i.e. governance review, Medicare equality, branding, organizational excellence etc.)
Advise senior leadership team and department heads on strategic communications to ensure continuity and consistency of messaging across organization.
Advise ACA leadership and senior team on strategy for response to media portrayals of chiropractic and ACA.
Prepare communications materials – articles, infographics, videos, newsletters, etc. – to support ACA’s strategic initiatives.
Provide oversight and quality control of ACA marketing-communications strategy and calendar to ensure the most effective mix and timing of digital and print outreach to ACA members.
Provide oversight and quality control of all communications both print and electronic (ACA Connects, ACA’s weekly e-newsletter, blog, website, social media), to ensure compelling content that conveys the value of ACA membership.
Review and approve content and timing of all marketing-communications e-blasts.
Review and approve weekly e-newsletter, ACA Connects.
Effectively promote ACA educational opportunities and events to ACA members and profession through multiple communications channels.
Provide oversight of ACA social media efforts and ensure ACA takes advantage of and stays abreast of new technologies and platforms.
Oversight and management of ACA’s online communities through Higher Logic.
Provide oversight of ACA web content strategy.
Provide oversight of ACA media and public relations efforts.
Advise staff and leadership on appropriate response to media portrayals of chiropractic.