Francesca Kefalas
Marketing and Communications Professional
Canterbury,CT
Summary
Collaborative and energetic leader with more than three decades of experience in building teams capable of surpassing organizational goals. Documented strengths in building and maintaining relationships with diverse range of stakeholders in dynamic, fast-paced settings while managing change and encouraging innovation.
Overview
34
34
years of professional experience
Work History
Assistant Director
The Last Green Valley, Inc.
2017.09 - Current
- Develop, manage and execute marketing and communications strategy, including digital and video content and numerous publications for The Last Green Valley, Inc., which is the nonprofit with oversight of The National Heritage Corridor of the same name.
- Manage the marketing budget and strategic partnerships to extend funding reach more than four times.
- Create and execute social media plan, resulting 1,300 percent growth in the last five years.
- Develop and evolve segmented content strategy to engage members, partners and donors while inspiring greater participation in organizational programs and increasing both total memberships and membership donations. Membership donations have risen 18 percent since January 2023.
- Manage the organization's largest programs, coordinating the efforts of dozens of partner organizations to produce hundreds of experiences, which attract more than 100,000 participants.
- Responsible for organizational technology strategy and infrastructure to ensure efficiencies, allowing staff to expand programming and connection to stakeholders.
- Oversight and management of organization website including an ongoing project to redesign and relaunch the site, including creating an RFP and developing rubric for contractor selection.
- Instrumental in development and execution of strategic and operational plans, including the planning and execution of new programming.
- Industry representative to the State of Connecticut's Eastern Region Tourism District Board as a member of the executive, grants, marketing and finance committees with oversight responsibilities for a $400,000 annual budget. As chairperson of the grants committee, charged with managing a $75,000 grants process from inception to final reporting, including assuring the state allocated funds are properly accounted for.
Marketing & Communications Consultant
Self Employed
2008.01 - 2017.09
- Worked for numerous clients in healthcare, higher education and technology producing an array of content from whitepapers to blogs and social media content.
- Developed peer-to-peer training materials for healthcare and technology companies.
- Brought in as a special consultant to provide articles pertaining to government investigation and oversight of banks and public education entities.
- Created customer-focused content strategies for healthcare and technology organizations
- Designed and implemented newsletters for clients
- Coordinated design and publication of content for clients.
- Collaborated with editors to refine drafts, ensuring consistent tone and style across various platforms.
- Coordinated effective placements of media announcements, billboards and print ads for maximum effectiveness and exposure.
- Increased brand awareness by developing and implementing strategic marketing campaigns.
- Created fresh, attractive designs with crisp graphics and engaging copy.
- Maintained positive relationships with internal marketing and PR teams, optimizing value with collaborative approach.
- Revitalized employee communications to better convey important information and boost morale.
- Supported internal teams with knowledgeable communications and marketing advice, helping each meet targets while maintaining cohesive organizational strategy.
- Conducted market research to identify trends and opportunities, informing future business strategies.
Editorial Page Editor
Gannett, Norwich Bulletin
2006.11 - 2008.01
- Led editorial board of newspaper leadership and community partners
- Planned and wrote all editorials for the daily newspaper
- Also contributed to the Gannett News Network
- Managed and edited all bloggers and columnists
- Edited all section content and designed the daily pages
- Developed reader interactive content for print and online publications
- Organized political debates.
- Proactively identified areas for improvement in processes and procedures, recommending solutions that increased efficiency within the department.
- Coordinated with graphic designers to create eye-catching visuals, enhancing the overall layout of pages.
- Managed multiple projects simultaneously, meeting strict deadlines and maintaining high-quality standards.
City Editor
Gannett, Norwich Bulletin
2002.03 - 2006.11
- Managed a staff of 35 that included all news and features reporters, the multimedia team and online edition staff
- Developed long-range content and directed breaking news coverage
- Trained staff on the use of the online and print content management systems, including creation of tutorials and group lessons
- Responsible for staff reviews and management of personnel budget
- Acted as newsroom liason to marketing, circulation and IT.
- Oversaw daily production, ensuring high-quality output and strict adherence to deadlines.
- Managed budget allocations for travel expenses, equipment upgrades, freelance contributions, and other operational costs.
- Championed diversity in reporting by sourcing stories from underrepresented communities and perspectives.
- Led investigative journalism efforts that resulted in impactful stories exposing corruption or injustice within the community.
- Assigned, edited and supervised longer-range enterprise stories.
- Collaborated with other departments to create compelling multimedia content for print and online platforms.
- Championed the use of data-driven reporting techniques to support impactful storytelling backed by verifiable facts and figures.
- Launched new sections or features that catered to niche audiences while staying true to the publication''s core mission.
- Proofread, edited and evaluated final copy to verify content aligned with established guidelines.
- Edited and reviewed content for grammar, spelling and punctuation.
- Edited and revised wide array of content for accuracy, clarity and consistency.
Features Editor
Gannett, Norwich Bulletin
1999.06 - 2002.03
- Lead a team of seven staff plus numerous freelancers and columnists in the development of daily themed lifestyle pages and special sections
- Redesigned the daily sections and weekly entertainment tabloid.
- Mentored junior staff members, improving their writing skills and overall performance.
- Fostered a collaborative work environment for creative brainstorming and idea generation among team members.
- Worked closely with marketing teams to develop promotional materials for upcoming features and special issues.
- Adapted quickly to changing news climates, adjusting content plans accordingly for maximum relevance.
- Coordinated with designers and photographers to create visually appealing layouts for printed features.
- Evaluated article pitches from freelance contributors, selecting pieces that aligned well with the publication''s voice.
- Led brainstorming sessions to generate new story ideas that appealed to target audiences.
- Worked with graphic artists, post-production team members and other specialists to produce captivating and successful content.
Journalism Instructor
Three Rivers Community College
2000.08 - 2001.12
- Taught Introduction to Journalism and advised the student newspaper.
- Developed curriculum for journalism courses, ensuring alignment with industry standards and best practices.
- Conducted research on emerging trends in journalism education to incorporate new ideas into course materials effectively.
- Maintained strong relationships with local media outlets, securing internships and job opportunities for students upon graduation.
- Evaluated and updated course materials regularly to ensure content remained current and relevant in a rapidly changing media landscape.
- Established a positive classroom environment that fostered open communication and respect among students.
- Mentored aspiring journalists through one-on-one coaching sessions and constructive feedback on their work.
- Fostered critical thinking skills in students by challenging them to analyze complex issues from multiple perspectives within their reporting projects.
- Advised the school newspaper staff on content creation, editing, layout design, and publication deadlines.
- Implemented project-based learning activities that encouraged teamwork among students while honing their journalistic abilities.
- Utilized various assessment methods to evaluate the effectiveness of instructional approaches and make necessary adjustments accordingly.
- Streamlined grading process by developing clear rubrics for evaluating written work and presentations accurately.
Reporter
Various Companies
1990.09 - 1999.06
- Wrote breaking news, investigative and features stories, winning numerous statewide, regional and national awards.
- Wrote and submitted accurate, engaging, and fact-checked stories.
- Developed expertise in covering various beats, demonstrating versatility and adaptability as a reporter.
- Exceeded deadlines consistently, producing accurate and well-written news stories under tight time constraints.
- Conducted in-depth interviews with key stakeholders, providing comprehensive perspectives on relevant issues.
- Investigated important community issues and put together well-received reports.
- Covered breaking news events effectively, ensuring timely updates for audiences while maintaining factual accuracy and journalistic integrity.
- Addressed sensitive topics professionally while adhering to ethical standards.
- Built strong relationships with sources to gain access to exclusive information.
- Developed and maintained network of contacts to facilitate story development.
Education
Bachelor of Arts - Journalism
Washington And Lee University
Lexington, VA06.1994
Skills
- Content strategy & execution
- Skilled in Word Press, HubSpot, Adobe Creative Cloud, Microsoft Office Suite, Google Analytics, Google Ads
- Project Management
- Social Media Marketing
- Strategic Planning
- Creative Direction
- Stakeholder engagement
- Program coordination
- Operations Management
- Media Relations
- Team Leadership & Collaboration
- Excellent Communication
Volunteer Experience
- Board President, The Light Source Center, Inc., 2008-Present
- Board Member, Alliance For Living, 1998-2001
- Diversity Committee, The Norwich Bulletin, 1996 -2002, Chairperson 2000-2002
References
Available Upon Request
Training
- Salesforce Administrator - in progress.
- DEI 6-month workshop series with The Community Foundation of Eastern CT.
- Video Storytelling & Editing
- Grant Writing Workshop Series.
- Year-Long Gannett Executive Development Program
Timeline
Assistant Director
The Last Green Valley, Inc.
2017.09 - Current
Marketing & Communications Consultant
Self Employed
2008.01 - 2017.09
Editorial Page Editor
Gannett, Norwich Bulletin
2006.11 - 2008.01
City Editor
Gannett, Norwich Bulletin
2002.03 - 2006.11
Journalism Instructor
Three Rivers Community College
2000.08 - 2001.12
Features Editor
Gannett, Norwich Bulletin
1999.06 - 2002.03
Reporter
Various Companies
1990.09 - 1999.06
Bachelor of Arts - Journalism
Washington And Lee University
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