Project Management in Nonprofits and in Corporate Responsible Programs
My project management experience begins as a product manager in the marketing department of Jaboneria Nacional in Guayaquil, Ecuador. In 1988, I was a recent college graduate, who a passion to dress up a product and make it sell. At that time, I was hired to launch a new shampoo to the Ecuadorian market, TIMOTEI and relaunch the Sonia Braga LUX relaunch campaign.Mastering acute timeline and pressured by heavy marketing requirements, I was able to accomplish successfully these two projects.
After a few years, I experienced an induction period to nonprofit development projects for indigenous populations of Ecuador. For two years, I was part of a high level team that designed a nationwide development program only for indigenous communities, financed by the World Bank. examines the role of marketing/advertising in non profit management. Clearly identified by project management, my subsequent work experience was with CARE International. For more that six years, I worked in projects ranging from small economic activities to integrated conservation and development to natural resources. Not only my nonprofit experience was diversified,but also my project management has progressively scaled to higher positions and seasoned in nonprofit organizational culture and identity, This led for me to continue graduate studies in public health and advertising.
Why public health? Because this area of study has various disciplines that I had experience and needed more knowledge. For example, management and policy making at different levels were two main objectives in my graduate studies.
Then, why advertising? Advertising is the study of persuasion. My study was the persuasion tools for social causes, not for commercial causes. For example, how to brand a breast cancer, or a mental disorder, how to create persuasion strategies to mobilize masses to take action. During my advertising stint, I learned how to build capacity for engagement in advocacy activities, to create persuasion strategies and tools for resource mobilization and to frame issues for brand identities in nonprofits, such as, branding social causes and cause related marketing and corporate responsibility. I also strnegthen my skills in digital media and design.
THE COMBINATION.
Social Marketing Strategies and Policy Process
i propose that the application of social marketing research to a practical arena. Social Marketing is an approach that uses marketing concepts and principles to bring about social change. It also uses methodologies and concepts from public policy, sociology, anthropology, social enterprise etc.. More specific, the combination of project management and advertising contributes of what I can work on and brings the passion in me:
1. Audience research for communication campaign planning. (ie Women, Children, communication technology, etc)
2. Advocacy tools and message framing for social change issues (ie in policy making, women’s health, civic education/engagement, integrated conservation and development etc.)
