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NACLA NEXT 2.0

NACLA NEXT 2.0. Practicum in International Affairs  Spring 2011  The New School Presented by: Rachele Morgante, María Ximena Plaza, Jayshri Patel and Erin O'Rourke . Who are we? Introduction of PIA team members What is North American Congress on Latin America (NACLA)?

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NACLA NEXT 2.0

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  1. NACLA NEXT 2.0 Practicum in International Affairs  Spring 2011  The New School Presented by: Rachele Morgante, María Ximena Plaza, Jayshri Patel and Erin O'Rourke 

  2. Who are we? • Introduction of PIA team • members • What is North American Congress • on Latin America (NACLA)? • Short description of the • organization • What is the purpose of our project? • Issues affecting NACLA INTRODUCTION

  3. NACLA MAKING HISTORY

  4. Marketing Audit • Where is NACLA right now? Where does it want to be?  • The Present • NACLA and the Current State of US Media • Organizational Assessment  • Current Readers' Analysis (Secondary Research) • The Future • Competitor's Analysis  • Focus Groups  METHODOLOGY

  5. Discussion Sessions • GPIA students • Dual Journalism – Latin American Studies NYU students, reporters and researchers on the region • Findings • NACLA’s potential market niche • Students with the habit of seeking and reading media on Latin America • Reporters and researchers on the region FOCUS GROUP

  6. Findings • Lack of awareness of NACLA brand and its historic legacy • Therefore, readers’ focus on the NACLA “print product”, which raised criticism in terms of design • Clear preference for online content (pay-per article), print content thought as a “collectible” • The perspective on NACLA’s content is positive compared to Americas Quarterly FOCUS GROUP

  7. Questions and review • Thorough analysis conducted of organization  • Included : review of past documents  • Interviews with past and current employees • Findings • Disconnect in mission  • Disconnect in staffing • Need for staff stability  ORGANIZATIONAL ASSESSMENT

  8. RECOMMENDATIONS • To improve the organizational structure, NACLA needs to: • Clearly define mission statement • Stabilize staffing • Hire Business Manager versus Director • Business Manager Duties • Circulation Manager Duties: • Hire interns : social media, visual, and management • Professionalize the organization

  9. Questions and review • Within the context of the print media crisis and advent of the Internet and its intent of being "the research arm of the movement.” • NACLA is slow to integrate technology- “scooped by bloggers”. TECHNOLOGICALASSESSMENT

  10. Questions and review • Website review and use of social media compared to America's Quarterly, Upside Down World, and Mother Jones • Findings • Failure to translate information from magazine to Internet medium. • Despite its illustrious history, has not created an online name among younger people. • The need to drive traffic to the website. TECHNOLOGICAL ASSESSMENT

  11. TECHNOLOGICAL ASSESSMENT

  12. To strengthen the readership of NACLA online website, the organization needs to: • Overhaul the web site • Integrate the use of social media into everyday operations • Connect content throughout the site • Capitalize on multimedia capabilities: NACLA's photo archive RECOMMENDATIONS

  13. THANK YOU!

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