2016 Chapter Management Awards IABC Dallas Communication (Division 1: Large Chapters) Work Plan

Transcription

1 2016 Chapter Management Awards IABC Dallas Communication (Division 1: Large Chapters) Work Plan Introduction IABC Dallas is a thriving, large chapter serving the greater Dallas metropolitan area. The chapter has approximately 230 members and more than 3,000 nonmembers regularly receiving communications, attending events and participating in networking and discussion. Communicating the benefits of IABC, providing local communicators with relevant information and supporting IABC s overall vision and mission are at the heart of the IABC Dallas communication strategy. An integrated communication plan is a key part of the chapter s efforts, aimed at finding the right balance between general communication information, IABC International support for communicators, and targeting local Dallas communicators with helpful information and opportunities for professional development. Vision & Mission In line with IABC s overall vision of enabling a network of communicators working in diverse industries and disciplines to identify, share, and apply the world s best communication practices, IABC Dallas strives to be the leading local organization for professional communicators who want greater meaning and momentum in their careers. Goals Like many other IABC chapters and professional associations around the world. IABC Dallas has seen a shift in program attendance, a slow and steady decline in its membership, and an erosion of volunteerism. Nonmembers outnumbering members began to be the norm for program attendance, and membership tapered down from a high of above 300 to the mid-270s. When the chapter entered 2014, a pattern emerged showing that key corporate memberships were not being renewed and that many long-time members also had not renewed. Reasons included communicators having to pay for their own membership and fallout from the renewal notification issues in late 2013, according to feedback. While new members continued to join at a similar pace to the years just prior to 2014, the loss of corporate and individual members caused concerns. In 2015, we lost one corporate membership consisting of nearly 40 members. Regular, reliable and meaningful content drives IABC Dallas communication efforts to both members and nonmembers. Continuity and consistency in our messaging drive our objectives and activities as we aim to provide value-added information. We value quality in communications over quantity, and the IABC Dallas Board of Directors focuses on thorough planning of strategically targeted communication activities.

2 Objectives To be a credible and trusted partner, continuous information is important and it needs to be relevant for recipients. IABC Dallas communication objectives are: Ensure timely and consistent delivery of the IABC Dallas monthly newsletter targeting both members and nonmembers. o Publish the newsletter on the first day of the month, all year long. o Provide a recognizable and dependable format enabling readers to quickly scan and find relevant content. Engage audience through social media. o Create a consistent and engaging information flow of at least four social mentions per week. o Create unique content and learning relevant to IABC Dallas every month, driving communicators to events. o Leverage IABC International content to strengthen ties and reinforce benefits of membership at least twice a month. o Increase engagement on Twitter, Facebook and LinkedIn by at least five percent, through regular content sharing. Encourage more members to renew and invite more nonmembers to join IABC. o Reverse the downward trend in our membership and grow our membership by 10 percent in Encourage volunteerism which, in turn, can positively impact membership o Actively recruit and recognize volunteers on a monthly basis. o Increase the number of active volunteers by 25 percent. Bring new branding to life and ensure key messages are reflected. o Update all communication channels to reflect new branding. o Ensure tonality and key messages are in line with IABC International. Budget The majority of our communications (monthly e-newsletter, s, event registrations, surveys, and website) use StarChapter, a program we began using in 2014 with great success. Our annual budget for StarChapter is $3,000 with no additional costs to send our communications. Our chapter administrative assistant (a chapter-paid position) is able to make all edits to the website without help from StarChapter. This admin not only manages changes to our website, but also assists with a multitude of other projects including serving as our registration manager at all events. Our fee to this admin is $8,700 per year.

3 The only other cost incurred for our regular communications efforts (not including Special Events or Quill which have their own budget line-item) is a monthly HootSuite fee of $10 per month. Implementation New branding and identity IABC Dallas has very quickly embraced the new IABC International branding in all its communication tools, including website, newsletters, s, chair drops, signage at events, etc. The Board of Directors has selected one color for the Chapter to ensure consistency and recognition. IABC s brand personality is included in our communication tools and guides us in messaging as well as tonality. The more contemporary design underlines the brand characteristics we want to convey. Communication plan Finding the right balance between regular information and information overflow is important and defines whether communication efforts are successful. To avoid information overlap and ensure the best use of communication tools, a communication plan was developed, helping the Board of Directors steer the Chapter s communication efforts. (See Work Sample Document 1: IABC Dallas Communications Timeline Q pdf) IABC Dallas internal and external communication Most of IABC Dallas communication is aimed at both members and nonmembers. The nondiscriminatory approach is deliberate, as the chapter s vision is to be the leading organization for communicators whether they are members or not. Extending our communication to a broader audience increases our relevance and the value for our members, speakers and guests. IABC Dallas Monthly Newsletter The monthly newsletter is distributed on the first day of each month, a date readers can rely on and publication is much anticipated by members and nonmembers. The newsletter is divided into different sections, each easily indicated by a specific icon for easy reference and recognition. (See Work Sample Document 2, IABC Dallas November 2015 Newsletter.pdf) President s report The President s report sets the tone of the newsletter and ensures the Chapter has a face and a voice to make it more personable. To increase relevance, ensure consistency of messaging, and attract attention to upcoming events, the President s report now shares personal insights and thoughts of the upcoming luncheon meeting topic to strengthen the message and ensure our communication is done in an integrated way, which amplifies our efforts.

4 Calendar of events Our calendar provides readers with an overview of upcoming events, ensuring they can add the events to their calendars early. Membership The membership section provides valuable information for members and potential members, highlighting advantages, offers, and other insights. This section also recognizes members on their anniversaries and welcomes new members, supporting the community sentiment. Volunteer The volunteer section recognizes our most outstanding volunteers for their dedication and hard work. Recognition is an important part of not only acknowledging existing volunteers but also recruiting new volunteers, while underlining the benefits of being part of IABC Dallas. News to share This section allows us to share additional IABC-relevant information or insights, ensuring additional value for our readers. outreach IABC Dallas uses to reach members and nonmembers, specifically to announce professional development events such as the Fall Communications Conference, monthly luncheons or networking happy hours. is an effective tool when used to reach either members only or members and nonmembers alike, depending on the topic. (See Work Sample Document 3, IABC Dallas Oct 2015 Luncheon .pdf) Website The IABC Dallas website is an active communication tool that is regularly updated. In addition to bringing it up to date with our new branding, the website recently underwent a major revamp: to increase relevancy and ease of use. Old content was deleted or updated, sections were added,

5 etc. Keeping the website current makes it a valuable source of information for our members and potential members. Social media IABC Dallas has fully embraced the advantages of social media and is committed to regular tweets, posts and updates. Over the past few months, the communication team has increased the frequency of tweets to at least two per day, splitting content half and half between promoting upcoming events and general communication news and insights. To support our large Fall Communications Conference, we launched a social media campaign dedicated specifically to creating awareness and driving people to register for the event. The campaign resulted in the highest social media engagement in 2015 and helped us increase attendance. The campaign was structured around different themes to create excitement, including fun elements such as a TBT (Throw Back Thursday) showcasing pictures of last year s event and conveying it was a not to be missed event. An electronic countdown was created as a call to action and on the day of the event, we ensured active engagement and excitement with board members, volunteers, and attendees live tweeting throughout the event. While the latest data is not available yet, we have seen more active participation and engagement on all our channels: Twitter, LinkedIn, and Facebook. As a result of our social media outreach, our Twitter followers have increased an average of three to six percent each month; Facebook likes increased by 20 percent and LinkedIn contacts grew an average about one to two percent. (See Work Sample Document 4, IABC Dallas Social Media Planning September 2015.pdf) Lapsing-member and nonmember outreach The Membership team has closely monitored the Lapsing Soon list provided by IABC s MMA. Each month, members who are lapsing soon receive a personalized from the VP of Membership, reminding them that it s time to renew their membership, with easy links to assist them to do so. A second personalized goes to individuals whose membership has recently lapsed, reminding them of the benefits of IABC and including easy links to help them renew. The Membership team also partners closely with the IABC Dallas Programs team to receive timely lists of attendees to all functions, including networking social events, monthly luncheons and other events such as the IABC Dallas second annual Fall Communications Conference. Sixty percent of attendees at IABC Dallas functions are nonmembers. The VP of Membership sends a personal to each of these guests, thanking them for their attendance, marketing the benefits of an IABC Dallas membership and providing easy links to help them join. The Membership team partnered with Programs and Communications for a full-court press during Member Month, including consistent promotion of membership at events, as well as a robust social media campaign using LinkedIn, Facebook, and Twitter. The October professional development luncheon was promoted as Member Madness Everyone Pays the Member Rate!

6 The promotion drew awareness to the Membership campaign and discounts, and increased attendance. Volunteer Recognition and Recruitment IABC Dallas Volunteers are recognized publicly in three ways: 1. Download Volunteer Column Volunteers are recognized monthly in our chapter newsletter, which is posted to our website. 2. In addition, some volunteers are singled out as recipients of the Dallas Star Award, in recognition for stellar volunteer achievements. This award is presented at a monthly luncheon. 3. Pegasus Award This award is the chapter s highest volunteer award, and the honoree is chosen solely by the IABC Dallas President. It honors the ultimate member one who has shown steady volunteerism, support and dedication to IABC that goes above and beyond the norm, and also demonstrates leadership in the communications field. In addition, we are creating a Volunteer Rewards program with an added incentive: IABC Dallas will make a charitable donation on behalf of the top three IABC Dallas members who accrue the most volunteer hours each year. All volunteers will have the option of notifying their workplace of their IABC Dallas volunteer hours and many will receive credit from their organizations. Additionally, we strive to continually communicate to our volunteers that they are valued and that their efforts are appreciated. We thank them early and often, and regularly touch base with our volunteers as they work on projects and ask for feedback from their assignments. This helps us to constantly enhance our volunteer program. Volunteers are recruited in several ways: Calls for volunteers are done via , Download volunteer column, and also in the volunteer section of our website. In person recruiting takes place at our monthly luncheons, happy hours, special events and other IABC Dallas functions. Additionally, volunteers may be recruited at external events. Volunteer queries are relayed via the Membership team, our Chapter Administrator and IABC Dallas members. Follow up takes place on that day or within three business days via phone or . During the introductory conversation, volunteers are asked where their interests lie and offered a host of professional development opportunities. Volunteers have a variety of assignments to choose from, both short- and long-term. To help volunteers make educated choices, job descriptions including scope, duties and expected duration are provided. We pride our chapter on finding the right fit for each volunteer, so if a volunteer is seeking a volunteer position not posted, we happily create an opportunity.

7 Outreach to non-iabc associations and other IABC chapters IABC Dallas has many members and nonmembers who are affiliated with other professional communications associations. We often partner with these associations to communicate events, to share common knowledge of the communications industry, and to jointly sponsor special events. On one occasion, the Social Media Club of Dallas extended a special invitation to our members to hear Guy Kawasaki speak at one of their events. They provided an IABC members-only discount code, which we promptly communicated to our members, inviting them to attend. (See Work Sample Document 5, IABC Dallas Guy Kawasaki The Art of Social Media .pdf, announcing event organized by the Social Media Club of Dallas which offered a special members-only discount) A special event in which we participate with other professional associations is the annual DFW Jingle Mingle event. It s a holiday celebration for marketing, media and communications professionals, hosted to raise money to support The DREAM Fund, a Dallasbased philanthropic agency that supports those in the creative industry. As a co-host of this event, we help raise awareness of the event using our normal communications channels. We also host a table with an incentive to visit us either by offering a fun game or a helpful service. Last year our table was themed Power Up With IABC and we supplied a charging station for powering up mobile devices. We also held a drawing for two tickets to a future IABC Dallas luncheon. Both tickets were redeemed within three months. Additionally, the IABC Dallas President and the Dallas PRSA President are in regular communications. At the start of each president s term (July for IABC and January for PRSA), the incoming president of one association is invited to a dinner or happy hour by the other association s active president to share goals and ideas, and to build plans on how we can work together for the benefit of our respective members. Finally, as one of the first IABC chapters to host the GCCC s Communication Management Professional (CMP) examination, we proactively reached out to the chapters in Texas and surrounding states, letting them know that a test will be taking place within a reasonable driving or flying distance from their home. We had an IABC member from Chicago fly in to take the exam at our location. Measurement and Results Our monthly newsletter, Download, has consistently been published on the first of each month in 2014 and The new format using specific icons has made it easier not only to find relevant content, but has also aided in the preparation of the newsletter by our Communications team. Our social media efforts have exceeded our initial objectives, publishing a social mention twice per day on Twitter and roughly one per week on Facebook and LinkedIn. (See supporting document 1: Quarterly communications plan). Our content is split between publicizing monthly

8 chapter events and thought-leadership communications culled from IABC International, our chapter leaders or other resources. The engagement statistics on social media are not conclusive, as the IABC Dallas contacts seem to be rather passive on social media we know they are joining and reading, but they are not actively engaging in many conversations. Continuing to focus our efforts on social media will allow us to properly evaluate our combined communication efforts. As a result of our social media outreach, our Twitter followers have increased an average of three to six percent each month; Facebook likes increased by 20 percent; and LinkedIn contacts consistently grow an average of one to two percent each month. Since August 2015, 233 potential members have been contacted directly by IABC Dallas. We have seen a dramatic slowdown in the decreasing membership trend in Dallas. Our Membership Madness efforts in October 2015 resulted in 16 new members, an eight percent increase, including a new corporate membership with six members. We also renewed eight lapsing members, equaling three percent of our member base. In 2013, 18 new volunteers were recruited; in 2014, 25 volunteers were recruited. In 2015, we currently have 63 volunteers working for our chapter, a 250 percent increase over two years. Twelve members became more involved with chapter activities, including volunteering to assist with the 2015 Fall Conference and in judging for several other chapter award programs. We approached our re-branding efforts using a minimal approach to the number of changes we made. We now use the new logo on our website and all communications, have adapted the Segoe UI font and the appropriate tonality and key messages as outlined with IABC International. This minimal approach has enabled us to quickly get aligned with the new brand without taking resources (volunteers and money) from other programs and activities. As most of our communications follow a standard format each month, the first opportunity to fully implement the new brand will be with our Quill event in IABC Dallas carries out regular evaluation surveys to ensure activities and communication meet members and nonmembers needs. Immediately following each event, we request feedback via a survey . The next annual chapter survey is planned for 2016, allowing the Board of Directors to evaluate the increased communication efforts, in particular through social media channels. Attachments Work Sample Document 1: IABC Dallas Communications Timeline Q pdf Work Sample Document 2, IABC Dallas November 2015 Newsletter.pdf Work Sample Document 3, IABC Dallas Oct 2015 Luncheon .pdf Work Sample Document 4, IABC Dallas Social Media Planning September 2015.pdf Work Sample Document 5, IABC Dallas Guy Kawasaki The Art of Social Media .pdf