TLC Connect Creative Lead INITIATIVE
"INNOVATION DISTINGUISHES BETWEEN A LEADER AND A FOLLOWER."
Steve Jobs
Overall Job Description
The Creative Lead is responsible for researching, designing and determining the best ways for us to visually and socially represent the Timber Lake Family of Camps online. Working closely with the TLC Family in a team environment the Creative Lead will collaboratively develop an understanding of the larger “feel” of the organization in executing the development of honourable concepts for each design project. The role requires working with campers, counselors, full time staff, camp parents and directors in developing and ultimately pitching designs and campaigns. They will be required to produce visual examples for presentation of design concepts and creative programs which fit the needs of the overall mission of the TLC Family of Camps; To teach children the skills of making and keeping friends, while building their self esteem, self confidence and resilience.
THE TLC FAMILY OF APPS
App Initiative Day to Day Tasks
- Collect, manage, edit and process "Photo of the Day" imagery.
- Continue to research, design, develop, and create example APP concepts and campaigns for approval and execution.
- Through multiple phases bring forward a new Functional, Informative and Social line of TLC Family of Apps.
- Consistently and creatively update and integrate the Social Media section of TLC Family of Apps.
- Lead brainstorming and creative sessions with Directors and full time TLC Family Staff building upon our larger vision in developing, upgrading and engaging App with goals of connections and solidifying trust.
" Your job as a marketer is not to devise a social media strategy; it's to socialize your business strategy."
Jason Falls - Founder of Social Media Explorer
SOCIAL MEDIA
Social Media Initiative - Day to Day Tasks
- Continue to design and develop ways to "Socialize our business strategy" with goals of creatively setting ourselves high above our competition and ultimately building deeper connections with current and future clientele.
- Research current and future social media trends adapting and establishing stronger customer relationships.
- With creativity, design posts about the customer rather than the product using Bob Ditters coined term: charity, clarity, levity, brevity.
- Developing and managing creative content from a variety of sources including archived materials, in house designs, outside resources ( counselors, campers and staff ). Example: Engaging with camp counselors who are considered role models by our directors and approaching them in providing creative content ( photograph of Ste Lane you see throughout this presentation doing a flying knee ).
- Gather content and manage summer resources from media staff, iPad Initiatives and individual camp creative designers.
- Strategically post "Emblems" containing a designed mixture of text, photography, sound bites, video, archived materials, etc. with aims of engaging our campers, parents and counselors.
- Strengthen and give our brand an emotional experience by socializing our overall camp mission, STARFISH and a sense of camp family.
Building a Collaborative Team in Designing and Collecting Quality Social Media Content
"To create valuable, sustainable customer relationships, great brands don't sell customers on contracts - they seduce them with connections."
Forbes Magazine
Delivering Strategic Monthly Informative, Engaging Newsletters via Email & Social Media
- Position the TLC Family of Camps at the forefront by allowing our customers ( Counselors, Campers and Parents ) to engage in an entirely new fashion - swiping, zooming, professional photographic imagery, creative text, embedded video, hyperlinks and creative audio.
- Engaging our clientele using strategic monthly newsletters to preface interactive "slates" ( like the one you are viewing this document on ) that allow necessary information to flow through creative visual storytelling. These newsletters will have links to "slates" with detailed information, hyperlinks to campminder login pages and further website material.
Monitoring E-Newsletter Campaign Results using a Campaign App
After sending out monthly email newsletters or uploading them to various social media sites we can easily access our results showing opens, bounces, slate views, unsubscribers and more.
Phasing out PDF Documents and Shifting To Interactive Stories! A Full Introduction to..."SLATES"
As a new exciting alternative to mass emails to parents and counselors view the "slates" below. These slates can either be embedded in an email, on our TLC Family of Camps websites or shared on social media.
The first "Getting Ready for Camp" is an email sent out to all parents reminding them to go online and log into camp minder to fill out forms. You will notice the text content is still the same as the original email - simply reformatted. Rather than an underlined text hyperlink, a button has been embedded to go directly to the CampInTouch log in page on Tyler Hill's Website.
The second link below is an email ( reformatted into a slate ) sent out to all Tyler Hill Camp Staff with two PDF documents attached. The email has been reformatted, with the same original text, and built into a storyline. The PDF documents ( THC Staff Manual & the Hints Document ) have also been reformatted into an engaging "slate" embedded in the original slate. Imagine the experience and excitement a new counselor will have opening these "slates" in their email or discovering them through social media. For this demographic, how much more critical information will be absorbed in having the ability to view video, swipe and zoom through text, graphics and photographic imagery?
TLC iPad Innovation
Look how far we have come! The iPad program has revolutionized the way Division Leaders execute their day to day tasks and continues to help solidify strong trusting relationships in terms of partnering with parents. There is not a doubt in my mind that there are multiple new concepts right around the corner... Or in the App Store! The Creative Lead, with field experience as a Division Leader, will be responsible for building and teaching new concepts when implementing iPad technology to summer leadership tasks.
- Continue to develop the iPad Program for DLS, ADL's and Friendship Coaches.
- Consult each director in the Family of Camps in designing and implementing a taylored iPad program for their Leadership Team.
- Design creative iPad Program training materials. Present and help train prospective leaders when it comes to constructing and executing technology rooted solutions.
- Continue research and development throughout the App Store and online regarding innovative iPad solutions.
- Collaborate with Directors and Head Counselors in implementing innovative technology based systems ( health centres, HC's, etc ).
Professional Photographer, Videographer, Graphic Designer & Camp Counselor
To truly understand how to tell a story, one must be part of that story!
- In house professional photographer at the TLC Family of Camps when it comes to all promotional material - catalogues, website material, social media concepts, etc...
- Twice a summer visit Timberlake West and Tyler Hill Camp designing professional photographic materials by hosting pre determined sessions with campers and staff focusing on friendships, camp traditions, teaching moments and summer trends. (Andy, we did this for Madison and Joey for their B'nai Mitzpha during camp with scenes of chipwiches and campfire smore's imagery ).
- Manage edit, design and QC all photographic, video and promotional material representing the Timberlake Family of Camps.
- Using Adobe Lightroom build an organized database for all photographic materials highlighting iconic imagery for future promotional use.
- Looking forward - the future of web design and social media will become professional moving imagery ( 10 to 30 second stock video). Begin to design and catalogue professional video clips ( stock video ) for future use on all future marketing platforms.
- Graphic Design - Redesigning and updating all older visual materials including: schedules, signage, starfish awards, logos, training materials, etc.
- Recruit, interview, prepare, help train, QC and encourage TLC, TLW & THC Photographers, Videographers and Media Staff both preseason and throughout the summer.
Research and Development
- Continue to research technology based systems, software and hardware, and apply them towards camp systems both in the marketing department and leadership productivity in the field. Examples: Apps in the App Store, and proper equipment ( iPads and Cameras ) for DL's and Media Staff in the field.
- Research and keep the TLC Family of camps current in the latest social media trends.
- Attend social media and technology related conferences in staying current with the latest/potential future technology based trends.
Top Seven Characteristics of a Creative Lead
1. Conceptual Thinker: The Creative Lead will be responsible for establishing creative programs and concepts that meet the objectives of the TLC Family of Camps. As the team leader they will have to lead imaginative and brainstorming sessions and initiate creative direction.
2. Collaborator: Creativity thrives on sharing, diversity, tension and collaboration. Valuing differences will allow each undertaking to prosper while pushing each team member to consider the small details without losing track of the bigger picture. The Lead will also facilitate team members who are designated for each TLC camp and provide quality control over all concepts and projects.
3. Team Player: The Creative Lead has an in-depth knowledge of and vast experience in web design, blogging, social networking, visual design, project development and creative processes yet will have to collaborate with Directors and Staff members to help find the best possible global solutions for project initiatives.
4. Strategic Thinker: A concept and design initiative will only be as strong as the moment it is delivered. The Creative Lead is responsible for knowing when the best possible moments of delivery are.
5. Systems Based: Just like the iPad program camp is run on the systems we design and put in place to gain productivity. The Creative Lead will be responsible in helping to develop systems through technology related platforms.
7. Managing Innovation: The Creative Lead will be responsible for facilitating and designing numerous projects from concept through completion. Managing Innovation requires a set of tools that allows one to motivate, lead and organize in helping to build systems allowing for long lasting advantages through process improvements.
"Today's Success is the Enemy of Tomorrow's Success"
Summer Role At Timber Lake Camp
Most importantly, to continue having a positive impact and creating innovative solutions while working deep "in the trenches" with our most valuable customers... The Freshman and Cadet Boys!
Division Leader Job Description and Philosophy
Division Leaders have a deep respect and understanding of every role within the division. With experience, preparation and guidance from Directors and Head Counsellors Division Leaders will have the rewarding opportunity to facilitate the growth of their division with goals of cohesion, positive growth and trust. With recognition that each member ( campers included ) is as important as the other the Division Leader is charged with conveying meaning to the larger camp mission. Through dedication, discipline and vision they are responsible for leading their team through a safe, successful summer.
Division Leader Characteristics
1. Servant Leadership: Every counselor at camp has value beyond their physical contributions as staff members. Through service, Division Leaders are entrusted with and deeply committed to helping others grow in a team environment.
2. The Importance of Play Therapy: “All children must be approached and understood from a developmental perspective.” Garry L. Landreh. Where adults communicate through spoken language children under the average age of 11 communicate through play. Division Leaders, working with the Friendship Coach and Directors will be engaging with and facilitating campers explorations of their emotions and relationships. Having an understanding of “Play Therapy” and with creativity Division Leaders will be challenged to design activities in helping to shape positive perspectives & reinforce positive camper relationships.
3. Recognizing Habit: Human beings are creatures of habit whether acting in large groups or as individuals. Part off the Division Leaders role is to check in with campers and counsellors ensuring all tasks are complete. With practice, Division Leaders will become aware of undesired habits and properly praise desired ones. Through creative thinking and collaboration it will be achievable to design cues to help counsellors and campers get into new, positive routines which will authorize greater rewards.
4. A Holistic Approach to Leadership: All parts of the division are equal as one cannot progress as a team without the other. Systems based on hierarchy are slowly becoming a custom of the past and a new understanding of leadership is emerging. A functional team, based on models of interdependence, community and teamwork will enhance personal growth and ripple throughout the rest of the camp.
5. Partnering with Parents: Bob Ditter describes “Partnering with Parents” in his book Summer Camp Rules as: “creating a positive, understanding working relationships with parents in the overall task of helping to raise their children.” Along with the Friendship Coach, Division Leaders will be completely immersing themselves in the iPad Program. Using digital technology to “Partner with Parents” along with strategic collaboration with the Directors and Head counsellors technology can help provide clear, honest and brief communication with campers parents. This will cut down on phone calls and with consistency - build trust.
6. Responding vs Reacting & Foresight : With rigorous preparation and practice Division Leaders will have ability to respond to situations that arise “In the Trenches” of day to day camp rather than react on emotion. The greater the information you have on your campers, counselors and campers parents the more straightforward it will become. With proper preparation and previous camp experience Division Leaders may develop a sense of foresight and eventually identify problem scenarios before they happen.
7. Empowerment: A Division Leader will become aware of their counsellors talents as relationships are built and the team becomes cohesive. Counsellors, with encouragement may have the ability to lead and have a creative positive influence on the division. Division Leaders will become mindful of these talents and be able to nurture these qualities through empathy, persuasion and challenge.
8. Small Details, Big Picture: Division Leaders will be challenged to focus and promote the “big picture” without losing track of the many small details of their day-to-day tasks.
9. Practice Makes Perfect: The “perfect” is only in recognizing the importance of practice.
Division Leader & Creative Lead Success
Both a Division Leader & Creative Lead will know if they are successful by asking themselves two questions, “Are those around me growing as counselors, campers & parents?" and, “Are those around me serving each other throughout the division and camp as a whole?” If the answer is, “yes” than they are making a positive impact that hopefully will ripple through the entire division, camp and possibly - globally throughout the Family of Camps.
Final Thoughts
These are exciting times and I believe this “Slate” is a good representation of what the Creative Lead Position looks like as of today. As with any creative task - it can only be expected to emerge and gain strength. As you have seen above, all organizations need creativity and innovation to continue to thrive. As mentioned, “to properly tell a story, one needs to be part of that story” and with thirteen years of camp experience along with my Fine Art background and skill sets in marketing and design I believe we have an opportunity to revolutionize the way campers, parents and counselors interact with each of the TLC Family of Camps branding initiatives. Jackson Pollock was right in saying, “Creativity Takes Courage” and that courage will give us the competitive edge - ultimately allowing us to stand out high above our competitors. I understand that there was an initial curiousity surrounding the workflow and how to fill the amount of time expected for a full time job ( rightfully so ). My foresight tells me that there won't be enough time in the work week to deliver these initiatives the way I envision. The true role of the Creative Lead could be viewed as a marriage; consistently working through concepts and applying everything they see and create to the overall vision whether on or off company time. I thank you in advance for considering this initiative and I’m looking forward to adding something completely new to the Timber Lake Family of Camps. I believe we have an opportunity to "wow" the way current and future clientele engage and interact both visually and emotionally with our camping families.
Below is Maddie & Joey’s B’nai Mitzvah Montage and throughout the presentation you will see examples of photography, videography and audio we strategically designed in a timeline to connect and produce an emotional experience. Family was deeply rooted into this piece and my goals throughout these new initiatives will be to have our parents, campers and counselors connect with our Family of Camps the way each person connected with the Siegel Family that night in 2014 - with tears of joy!