Three properties that have incorporated clock towers, new and restored, into their living spaces
NYS Entity Status
NYS Filing Date
SEPTEMBER 19, 2014
NYS DOS ID#
NYS Entity Type
DOMESTIC LIMITED LIABILITY COMPANY
2014 - 35 CLOCK TOWER LANE LLC
AROUND THE WEB
- Homes Where You Can While Away the Hours
Wednesday Jun 14, 2017
When your communications plateau, think like a clock restorer
Tuesday Apr 25, 2017
In the hit podcast S-Town, listeners follow the story of John B. McLemore, an eccentric genius living in rural Alabama. John is a horologist, someone who specializes in the scientific study of time. He has a deep expertise in making and fixing elaborate clocks.
Most clock repairers approach their work tactically—they can manage to get an old timepiece working again by tinkering with a couple of its parts. The clock might start ticking like new, but it probably won't last too long. By contrast, the best, most sought after horologists, like John, are able to gain an understanding of the whole apparatus—reviving the full machine back to life as originally designed.
The majority of nonprofit communicators approach their work tactically—like clock restorers who tinker with a few pieces at a time hoping to get the machine ticking. Many nonprofits hit plateaus with their communications efforts because they approach their work in this fashion. They tend to work on “one-off” projects as needed, rather than envisioning their organization’s communications as an interconnected system that should be optimized to reach its goals and support the mission. This might mean working on a new brochure without thinking about how it relates to the website or managing social media without considering how these platforms fit into their broader goals for engagement.
More nonprofit communicators need to be able to think like expert clock restorers: able to see, build, and fix the whole machine. Approaching communications as a strategic mechanism comprised of interrelated tactics takes effort and investment upfront, but generates stronger results in the end. The website, emails, social media, and print collateral should all be part of an ecosystem of efforts that reinforce and support each other.
Math For America (MƒA) is a great example of the benefits of building an integrated communications machine for recruitment purposes. MƒA’s fellowships for public school STEM teachers enable educators to hone their skills, collaborate with peers, and access leadership opportunities—all on a generous stipend. But ad-hoc marketing—a brochure, flyer, or email here and there—for their programs wasn’t filling the pipeline with qualified teachers. They had hit a plateau in recruiting qualified educators even though their program was almost too good to be true.
Limited expertise in marketing theory and strategy meant that staff were creating promotional materials (ads, brochures, flyers, etc.) tactically instead of strategically. Limited knowledge about their audiences meant that Math for America didn’t know how they were being perceived by teachers or what was holding back candidates from applying (and which benefits would motivate them to).
After researching to uncover what the opportunities and barriers might be from the educators’ point of view, we worked with MƒA to build an informed and motivating machine for their communications efforts. After a year, Math for America’s fellowship programs went from being under-enrolled to over enrolled. They saw a 358%(!) increase in applications for their Master Teacher Fellowship. And because MƒA’s communications team began to think of their marketing as a machine, they shifted away from tinkering with the tactical toward strategic approaches that offer a far greater return on investment.
If you want to see greater results from your communications efforts, take time to assess (or build) your communications machine. Your best bet is to approach your work like a clock restorer specialist—methodical, strategic, and looking at the whole picture. Chances are you’ll have to tackle some big questions first and put more time in upfront to develop a strategy and plan that is uniquely designed for your nonprofit’s goals and audiences. But it will pay off in the end.
Are your communications efforts hitting a plateau? Take a look at the whole machine.
- Little Games, Big Engagement
Friday Sep 23, 2011
One of the challenges brands often face when they look at getting into gaming is cost and time. Concepting a game people will actually play takes a great deal of time and specialized skills. Butsometimes, the simplest games can engage thousands of people if the right circumstances come together.
- On Comedy: She Swipes Right on Tinder, and Everyone’s In On the Joke
By JASON ZINOMAN - Wednesday Jun 21, 2017
Lane Moore’s shows involve real men on the dating app, but she works hard to avoid mocking them. The result is a clever show that’s deservedly a hit.
- The Internet needs paid fast lanes, anti-net neutrality senator says
By Jon Brodkin - Friday Jun 9, 2017
Net neutrality is just a "slogan."
- “It’s Shame On Us If We Blow It”: Highlights From NY Seizes the Momentum
By Ben Fidler - Wednesday Jun 7, 2017
Mike Foley, a drug industry veteran and director of the Tri-Institutional Therapeutics Discovery Institute, has a pointed message for the New York life sciences industry: Don’t waste the moment. Changing the course of New York biotech has been a saga that dates back to the 1990s, and as Xconomy has detailed, progress has been made […]
- Owner of Ann Taylor, dressbarn, Lane Bryant, Maurices Could Close Up To 650 Stores
By Ashlee Kieler - Friday Jun 9, 2017
You may not know the name Ascena Retail Group, but you know the stores it owns, like Ann Taylor, dressbarn, Lane Bryant, Maurices, among others. Many of these stores could soon be closing if Ascena follows through on its proposal to shutter as many as 650 locations.Ascena revealed the plans — which would axe some 250 or more stores …
- Fit City: Taking Night-Life Cue, Gyms Lower the Lights
By TATIANA BONCOMPAGNI - Tuesday Jun 13, 2017
Cycling, boxing and running studios, as well as some full-service gyms, are using sophisticated lighting systems to heighten the exercise experience.