Jill Melby was recently announced as the Director of Marketing and Development for CCMH. While Melby is new to the role, her experience in marketing and fundraising is lengthy. Melby is succeeding Don Luensmann, who served as the Executive Director of Marketing and Development for Crawford County Memorial Hospital for the past 13 years.
From Farm to Foundation: Jill’s Journey
Melby is a local product having grown up on a farm between Dow City and Dunlap. She attended Boyer Valley schools before heading to college. Melby said her path to CCMH has taken many interesting turns.
“I first went for a degree in music business, believe it or not. Then I transferred to marketing, fashion, and sports administration really fast. Eventually, I found my niche and spent about 15 years at the YMCA in Omaha, working my way up to Executive Director. When I moved back to this area, I serving as a marketing manager at Puck in Manning before landing here at CCMH.”
Melby went on to say the path in a marketing career is not always straight forward.
“Mine is an interesting transition, but one that’s pretty typical with many in the marketing and fundraising field. People who end up in marketing and foundation work often start somewhere else but share a similar viewpoint on how different pieces of a business should fit together. I think having a more diverse background will help me succeed in my new role.”
Marketing in the Modern Era
Melby is already brimming with great ideas. Her immediate focus is helping to ‘put it all together’, ensuring the excellent work being done across the hospital is communicated to the community.
“The hospital’s doing great things, the marketing department’s doing great things. My first priority is to continue to tell the story more often, more loudly, and to more people. I think we can get our message out there in lots of different ways.”
From the Print Age to the Digital Age
Just a few years ago, marketing used to mean just three things: radio, newspapers, or television. Melby explained there are so many more avenues today, which can be a difficult landscape to navigate for some.
“I believe the key to successful marketing is a good mix of everything. You have to consider what you’re promoting and who you’re trying to reach. While traditional media like newspapers and radio still have their place, digital platforms are essential. This includes things like streaming TV and, of course, podcasts.”
Information Overload
The sheer volume of information today is a challenge, according to Melby.
“There’s an old adage about needing to see something seven times before you remember it. Now, it feels more like 13 times. We are inundated with so many different types of ways to see advertising. Not to mention short attention spans brought on by things like cell phones and tablets. It’s crucial to reach people across all generations through multiple channels—whether it’s a tangible brochure or a sleek digital ad.”
The Value of Business Insight and Trust in Leadership
Melby’s background also includes being a private business person; she owns Wild Daisy Bridal in Dunlap. Melby believes running a small business helps inform her approach to working with people and leading an organization.
“You have to work with a lot of different people. You work with your community. You donate back to your community. For me, leadership means defining the end goal and then allowing my team the creative freedom to achieve it. It boils down to trusting people to do the right thing. Marketing is a kind of art. There’s no wrong way to make a video. There’s no wrong way to make a graphic. So it’s just, does it have all of the points that we need on it? And are we ready to post it?”
Finding Reliable Information and Upcoming Events
Finding accurate information online isn’t always easy. Melby has a simple answer.
“I always suggest going to the company’s website,. Like going to our website and seeing what we have on there, what events, just so you always have the right times and dates. A company, like CCMH, always wants you to have accurate information and updates. If you want to know exactly what’s going on, don’t take someone else’s word for it. Go directly to the source.”
Upcoming Events
October is a very busy month for CCMH with a strong focus on Breast Cancer Awareness.
- 1.8 Virtual Walk. The ‘One in Eight’ virtual walk is aimed at raising awareness for the one in eight women who will be diagnosed with breast cancer in their lifetime. You can walk 1.8 miles anytime during the designated two weeks and submit your name (and miles!) on our website for a prize drawing.
- Treat Bags in Radiology. Anyone who receives their mammogram at CCMH in October will receive a gift bag. Those individuals will also be entered into a drawing for a special prize to be awarded later this month.
- Upcoming Education and Meetings. Check the CCMH website for all the details on upcoming education classes, the Caregiver Support Group, and the Patient and Family Advisory Council with Dana Neemann, Director of Education.
