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offering tips, techniques, and thoughts from Maine's PR Maven, Nancy Marshall

 

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Portland Maine

Kylie Keene: From Spokester to Tour Correspondent

Is this week’s Monday Maine Maven the next big name in entertainment media? Kylie Keene is well on her way!

You may recognize Kylie as the Young & Free Maine Spokester, an outreach program by Maine’s credit unions that allowed Keene to serve as the face and voice of the 18-25 year old crowd in Maine. In this role, Kylie helped that demographic make sense of banking and money through the use of videos and interviews, and attending events throughout the state.

Keene says, “I was so thrilled to be chosen as the Young & Free Maine Spokester. I was able to apply the skills I had learned in school, and build new ones throughout the year.”

These skills will come in handy as she embarks on a new journey as the Nabisco 1D VIP Tour Correspondent. For those of you that don’t know, 1D is short for One Direction…yes, the multi-million dollar recording artists, and every teenage girl’s dream.

How did Kylie get the gig? She says, “A friend shared the position with me on Facebook, saying I was the first person that came to mind when she read the job description. I read the details, and when I learned I could blog, make videos and share stories while enjoying live music and traveling the country, I knew I had to apply!”

In her new position, Kylie is responsible for connecting with fans and sharing the live concert experience with them, even if they can’t make it to a show—sharing stories from the concerts, delicious snack recipes, opportunities for fans to score tickets to concerts, and much more.

Keene adds, “There’s also a great mobile app fans can download that shares exclusive video content, and cool stuff like voicemails from One Direction and a cyber photo booth where fans can create images of themselves with the bands.”

This opportunity serves as a great stepping stone for Kylie in a career as a multimedia journalist. She developed an interest in the field after shadowing a reporter at a Portland news station in high school. Kylie says, “After seeing the fast-paced, ever-changing environments that journalists worked in, and the new people they met on stories each day, I knew I wanted to pursue a field that would offer the same opportunities.”

Who inspires Ms. Keene? While she admires the work of Ann Curry and Barbara Walters, she says, “I am most influenced and inspired by my peers who are currently working in the field; those I graduated with, or worked with as a news intern. I am so proud of my friends who continue to work hard as journalists, and I admire their talent and drive.”

If Kylie’s job sounds like a good fit for you, or someone you know, her advice is to “find mentors and learn from their expertise,” and “to surround yourself with individuals who inspire you, support you, and motivate you to become the best version of yourself.” She adds, “If you really want to do something, and you believe you can do it, then you will.”

To follow Kylie’s summer as the Nabisco 1D VIP Tour Correspondent you can check out her blog at, http://nabisco1dvip.tumblr.com/.

 

The Art of Brand Communication

Portland Museum of Art Brand Strategy Coordinator, Caitlin Brooke

When you think of a museum, what comes to mind? Do you envision a forward-thinking, branding machine that brings art to life on your phone, through an artist-inspired cocktail, or by offering Free Fridays from 5 p.m. to 9 p.m.? That’s the exact image Portland Museum of Art (PMA) Brand Strategy Coordinator, and this week’s Monday Maine Maven, Caitlin Brooke, hopes to conjure when you think of PMA.

After graduating from Cony High School, Caitlin attended the University of New Hampshire where she received  dual undergraduate degrees in art history and communication, and an MBA in marketing. A summer internship with PMA’s PR department was her first taste of the career path she would choose, but not before spending three years in Boston working as an associate for an investment firm.

Brooke says, “I absolutely loved developing my professional identity in Boston and being thrown into the fast-paced and demanding world of corporate finance. My role evolved from investor relations to marketing, and I began to take the reins in redesigning the firm’s marketing materials and communications plan.”

At the PMA’s Winter Bash Brooke’s job was to sit and draw the guests as they enjoyed the evening.

By 2010 Brooke decided to leave Boston and do some soul-searching saying, “I wanted to eventually establish myself in Maine, so I took a break and traveled the country before beginning my search for jobs in Portland.” Why Maine? Her reason is simple stating, “The cultural vitality of the city had always enticed me and it’s the perfect location—access to the water for surfing and the mountains for skiing!”

This vital culture of Portland is the driving force behind the success of Brooke’s work with PMA. She says, “It’s about being in the know; having relationships with every department and PMA staffer so they think to call me when something cool is happening in the galleries, on TV, or across the street; it’s about embracing social media as a part of our roles.”

In 2012, the institution officially began to integrate social media into staffers’ professional roles. With this change came the need to create a social media policy and social media team who create content, take photos, Tweet and post on behalf of the museum covering all facets of the institution, and giving dynamic perspectives of what is happening on the PMA campus.

Stop by the PMA Café for an artist inspired cocktail created byAurora Provisions.

This new branding initiative plays a major role in Brooke’s daily routine. She starts her day by scrolling through social media feeds and emailing herself potentially relevant content. She adds, “I need to scope the scene and see what people are talking about. A big part of my job is connecting PMA’s exhibitions, programs and collections to what’s happening in the ‘real’ world, which in my opinion helps pull together the bigger picture of why art matters.”

2012 was a major year of rebranding for PMA, when they gathered national and international traction for their exhibition Weatherbeaten: Winslow Homer and Maine. Brooke says, “Homer was an American artistic genius, and also a hermit with a fantastic moustache and a studio on Prouts Neck in Scarborough.”

PMA used this attention as an opportunity to launch their new logo and to overhaul their brand identity. Brooke says, “Prior to 2012, the museum had an undefined strategy for social media. It was almost a marketing afterthought, but because of all the media attention, we were able to really throw our new look out into the public arena and have a lot of people see it.”

A lot of people have been seeing a new side of PMA, one that doesn’t take itself too seriously and is having fun. Caitlin says, “There is no other form of communication that can convey the energy of an organization like social media, so don’t take yourself too seriously!” While social media is a part of business, Brooke says that it is a part of building relationships, too, adding, “People like to see the behind-the-scenes, real parts of an organization. If something makes you and your coworkers laugh, more than likely other people will see the humor in it too.”

To learn more about the Portland Museum of Art, visit www.portlandmuseum.org, or like them on Facebook to keep up with their latest events and exhibits.

A Nightfly With A Rock ‘N Roll Soul

Frank FM Assistant Program Director and On-Air Personality, Leif Erickson

If you’re a fan of classic hits and live practically anywhere in the state of Maine, then you are probably familiar with 107.5 Frank FM.  As a member of Frank Nation, then you are also familiar with Assistant Program Director/Music Director/Afternoon Drive Host Leif Erickson.

Yes, he really does wear that many hats on a weekly basis—and that doesn’t even include the additional work he does for Snocountry Mountain Reports, and his recent official announcement of Leif Erickson Voiceover Services.

As a native of Massachusetts and Boston University graduate, Erickson was hired as a radio ski reporter for Snocountry Mountain Reports in Lebanon, New Hampshire after graduating with a degree in broadcast journalism. He soon made his way onto the air with Classic Rock station Q106 in Claremont, and after a few years he was recruited by a start-up station called Frank FM.

After eight years, Erickson says he can’t imagine living anywhere else. He credits the broad audience as the best and most challenging part of his job saying, “We’re a local station to not only Portland, but to Lewiston, Augusta, Bridgton, Sanford, South Paris, Farmington and well into New Hampshire! I enjoy bringing people together under that umbrella—Frank Nation—one big community, even if they do know I’m physically in the ‘big city’ of Portland.”

Social media has made Leif’s job a little easier, and he frequently uses it to test new material with listeners. He adds, “If I have some wise-crack on a relevant topic, I may test it out on my own Facebook page to see what kind of reaction I get. If the feedback is positive then I’ll repurpose it for my show later.”

Leif Erickson hits the slopes at Sunday River last winter.

Facebook is an incredible tool when it comes to connecting with listeners for Erickson. Even though he has a radio-specific fan page, listeners frequently find his personal Facebook page as well, and he always accepts their friend requests. He jokes, “I do have a brief disclaimer on my personal page that says:  Hey, this is me off the clock, don’t complain to my boss! I’m not above sharing a slice of life behind the scenes if I think my listeners might find it interesting.”

For Erickson, Facebook is also a way to learn more about his listeners, and he often uses it as a way to learn what they like, where they hang out, and what they want to hear—“This is a business that is all about connecting with the listener, is it not,” he asks.

That question is answered by the way he delivers content. Leif says, “Our listeners would rather I paint a picture of an odd individual’s antics on Monument Square that I’m witnessing from the studio window than whatever Lindsay Lohan’s in court for this week.”

When Leif isn’t juggling his work, he can frequently be found on the Portland Peninsula. He says, “I enjoy a bite and a brew at the Thirsty Pig, or Shay’s for dinner and drinks, but my favorite haunt is Slainte. It’s always full of interesting people, good brews on tap and kick- (enter expletive here)-bartending staff, and a diverse slate of music and culture just about every night of the week.”

To listen to Leif Erickson’s show, be sure to tune in to 107.5 Frank FM Monday through Friday 2pm to 7pm, or on Sundays 6am to noon. You can also check out his Facebook Fan Page at www.facebook.com/leifericksonontheradio.

We asked Leif to share five songs that describe him—click on the links below to find out what he picked! Did any of your favorite songs make the list?

Donald Fagen “The Nightfly”

Grand Funk Railroad “Rock and Roll Soul”

James Taylor “Country Road”

Todd Rundgren “There Are No Words”

Yes “Yours Is No Disgrace”