Question

Topic: Strategy

Suggestions For Restructuring Marcom Dpt.

Posted by Anonymous on 10/30/2007 at 1:57 PM ET 125 Points
A little background... I report directly to the CEO of a national full-range staffing firm for the insurance and related industries. We have five divisions that range from executive search to temporary talent. A little over five years ago, I was hired on to start our MarCom dept. Since then we have expanded to add 1 full time and 1 part time employee to the team. Our MarCom dept is responsible for pr, association relations, advertising, marketing collateral, direct mail/email, website, etc. We are not responsible for product pricing or anything of that sort. We are looking to add at least one more to the team and I am trying to figure out what would be the most effective division of responsibilities for the team moving forward... should I split it by division or by function... i.e., 1 - pr, 2 - advertising, direct marketing, etc. and if by function, how should I split it. Does anyone have any suggestions on how I should move forward?
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RESPONSES

  • Posted by pmw on 10/30/2007 at 2:03 PM Accepted
    I would suggest splitting it by function, since it may be difficult to find a web expert who is also a PR or advertising expert, etc.
  • Posted by mf on 10/30/2007 at 5:21 PM Accepted
    I would go for the split by function as they will be able to focus on each one´s job. Having said that it is key that you maintain a good collaboration for growth attitude in the team, as image must be one, so frequent team exercises on collaboration should be one of your priorities.

    Make a list of all tasks you need accomplished and think wich capabilities your team does not have and need. That will give you the right profile for your next employee.
  • Posted by Tracey on 10/30/2007 at 8:00 PM Accepted
    I've worked in similarly small marketing departments, and we've usually split by function. Though, I think an arguement could be made around organizing it differently -- you just have to think through it and do what makes the most sense for your situation. That said, it's usually worked well in my departments to split it up like so:
    1 - Director/PR/association relations/advertising/strategy
    2 - collateral/direct mail/ website (basically writing functions)
    3 - tradeshows/events

    All 3 could be involved in the strategy, and of course make sure you're prioritizing based on needs and ROI.
  • Posted on 10/31/2007 at 5:09 AM Member
    Asks everybody to make some instruction comments to my website.Thanks
    www.eigood.com

    pike
  • Posted on 10/31/2007 at 9:04 AM Author
    Thank you everyone for your responses... I know I don't have much to split but our company has tripled our revenue in the past few years and is maintaining that same growth rate. I expect that the Marketing Dpt growth rate will keep pace in order to support the organization effectively and wanted to create the correct structure to support future growth as well.

    I was leaning towards splitting by function and just wanted some outside opinions before I presented the plan to my CEO. Thank you!
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