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Instructor/Speaker: , Vice President of Advertising and Sponsorship Sales, URL Media
Corporate funding can be a critical resource for media publications, and often take one of two forms: corporate sponsorship or corporate advertising. Corporate sponsorship is often a form of marketing in which a company pays to be associated with a project, program, platform or mission. Or where a company prioritizes amplifying their own missions, values, or corporate social responsibility initiatives. Corporate advertising aims to promote a specific product, brand or client campaign and requires more specific reporting on the client’s return of investment.
In general, corporate funding not only helps news organizations cover operational costs but also often aligns businesses with positive community impact, enhancing their brand image. It is an often untapped revenue source that can help news organizations achieve financial sustainability.
The Center for Community Media’s Asian, Black, and Latino Media Initiatives will hold an online, hour-long training session on navigating corporate funding for newsrooms in the community news media sector.
This session is open to the public as an extended training from the Fundraising for Community Media program that launched in the early Spring. Join us for this session to:
- Learn the types of corporate funding you can seek out whether corporate sponsorship or advertising
- Gain insight on how to engage and sustain a relationship with potential corporate funders
- Obtain guidance on how to build your value proposition and proposals
- Troubleshoot and navigate corporate funding campaigns
Simultaneous interpretation may be made available on request. If you have any questions, contact ccm@journalism.cuny.edu.
Register for the corporate funding training
Melanie Figueiredo is the Vice President of Advertising and Sponsorship Sales, spearheading URL Media’s advertising sales, ad operations and client servicing efforts. From 2013 – 2021, Melanie led national corporate sponsorships for a majority of the PBS KIDS national television roster and NOVA out of GBH, launching, renewing and upselling corporate sponsorships for over a dozen award-winning series and shepherding upwards of $40m to the public media system. In her previous role as the Director of Member Services at the Greater Boston Chamber of Commerce, Melanie engaged high-level members with strategic Chamber offerings, networking at more than 100 business programs per year. Prior to her time at the Chamber, Melanie directed the Trade Services Department at the South Carolina World Trade Center and managed operations at the Global Trading Consortium. Melanie hails from Boston, and holds a B.A. in Communications and Culture from Clark University, graduating Summa Cum Laude and Phi Beta Kappa. She has been a contributing writer to several publications including Business Insider, and sits on the advisory board of EPIC, a non-profit for young leaders with disabilities. She’s a former Americorps alum, and the proud mother of two children.
