2017 Chapter Management Awards IABC Dallas Professional Development (Division 1: Large Chapters) Work Plan

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1 Introduction 2017 Chapter Management Awards IABC Dallas Professional Development (Division 1: Large Chapters) Work Plan IABC Dallas is a thriving, large chapter serving the greater Dallas metropolitan area. The chapter has roughly 210 members and more than 3,000 nonmembers regularly receiving information, attending events and participating in networking and discussion. The future success of our chapter lies in our ability to attract, retain, and engage members and leaders to take our Chapter into the future. Dallas is a highly competitive and saturated market for professional organizations. Beyond the traditional associations such as PRSA and AMA, specialty associations for digital practitioners, designers, photographers and more are widely available. Over the years, IABC Dallas has maintained a strong position, but as our senior leaders transition out of the workforce, the chapter must position itself as a relevant option for today s up and coming leaders. Goals 1. Deliver a consistent program of relevant and varied Professional Development events that engage, educate and inform our members and prospective members as measured by attendance and post event surveys. 2. Design a profitable event model to generate net income in support of IABC Dallas chapter activity. 3. Develop a Fall Communications Conference agenda that attracts younger members, seasoned professionals and sponsors. 4. Create opportunities for networking that will attract young professionals and engage potential sponsors with our Members. 5. Encourage and educate younger members to participate by introducing new topics that interest them. We want to interest the younger audience by not only addressing areas in their current roles but also areas for personal professional growth. 6. Get all IABC board members involved with the professional development programs by introducing new ways to advertise the programs to their networks while encouraging their participation at the actual events. These roles include being a designated speaker at the event or showcasing their activities with in IABC. Measurable Objectives Objective Target Result Host regular PD luncheons covering topics that meet the needs of Members Plan and execute a minimum of eight PD events per chapter bylaws Successfully executed 9 PD luncheons and two Special Programs/Events

2 Ensure event attendees are satisfied with PD topics and speakers Promote PD luncheons in new ways via digital channels with video teasers and or previously written article by speaker Get all IABC board members involved with the professional development programs by introducing new ways to advertise the programs to their networks while encouraging their participation at the actual events. Design new promotional digital banners to streamline and brand the professional development luncheons Quill Awards: Generate sponsorship revenue for the event Quill Awards: Increase attendance by reformatting event from an evening gala to a luncheon Quill Awards: Maintain level of entries from 2015 Fall Conference: Generate sponsorship revenue for the event Fall Conference: Increase attendance over last year s event Fall Conference: Make this event profitable for the chapter Achieve an average of 85% satisfaction in both topic and speaker metrics on post-event surveys Social and newsletter promotion for each PDP Have a board member speak at each luncheon and present specifics about their area of focus Use a uniform, branded digital image to promote each luncheon and create consistency in promotions Team with VP of Sponsorship to target and attract relevant sponsors for this special awards event Make the event more attainable to a larger population by hosting a luncheon at a premier venue and book an outstanding keynote speaker Market the event earlier and through multiple channels Team with VP of sponsorship to target and attract varied sponsors and build a mutually beneficial experience and at least $3,000 in sponsorship revenue Target: 125 registered attendees Target: $3,00 total profit Averaged 91% satisfaction for Topic and 79.9% satisfaction for Speaker Promoted 4 consecutive lunches with social promotion using a video testing the event 9 consecutive luncheons were opened by an IABC Dallas board member Completed branded version in October and used it for social and event site promotion for 2 luncheons Successfully raised $1,550 in cash sponsorship revenue Attendance slightly lower than 2015 event Engaged social media, eblasts and printed collateral to promote, but entries declined from 2015 Exceeded: Sponsorship dollars totaled $5,750. Missed: While attendance increased, we missed the lofty target of 125. Achieved

3 Budget IABC Dallas enjoyed consistent event profitability on monthly luncheons in Professional Programs are designed and executed at a per-head rate that enables the chapter to cover all costs, no matter the attendance. As a result, IABC Dallas has made a profit on nearly every monthly Professional Development luncheon in It is our strategy to host all events in a similar fashion, factoring in sponsorship and event cost for members and guests to ensure all expenses are covered and there is no negative impact to the financial health of the chapter. Regular Programs 2016 General Programs Strategy Our chapter is very geographically diverse (Dallas alone is 385 mi 2 /999 km 2 ) and while we strive to host social events in a variety of areas to accommodate the size of the region, our monthly luncheons are held at a single, central location. Our strategy behind this decision is based on negotiating the most costeffective pricing to ensure our financial goals are met. The current venue has multiple rooms to accommodate varied attendance levels. The VP of Sponsorships works to identify and align sponsors for PD, social and special events. This helps the chapter raise incremental revenue, but also enables our members and prospective members to have additional networking and education opportunities. Monthly PD luncheon Early Bird pricing is $30 for members and $45 for potential members, $20 for students. A $5 charge is added to the ticket price for late or at-the-door registration. For budgeting purposes, a break-even estimate is based on Early Bird pricing for members to ensure costs are covered, even without a sponsor. We promote all events through a series of e-blasts, and social leveraging our event management system (Work Sample 1 - IABC Dallas Promotional E-Blast Social Sample.pdf). We prefer to give our members advance notice of at least three weeks to mark their calendar, and we encourage early registration. We send two to three reminders following the initial invitation. Events are also promoted through our monthly electronic newsletter, Download. Additionally, at each monthly luncheon, upcoming events are advertised in a rotating slide deck (See Work Sample 2 - IABC Dallas Monthly Rotating Deck Sample.pdf). This deck is also used to promote other messaging, such as the benefits of IABC Membership and free and members-only educational offerings through IABC International. The following chart shows all regular programs hosted between January 2016 and November 2016 with the attendance breakdown and net profit/loss information:

4 Date Event Theme Event Type Attendance Mem/Guest Net Profit/ (loss) Jan 12, 2016 Best Practices for Aligning Social Strategy PD Luncheon 32M/40G 72 Total $970 Feb 19, 2016 The Secrets of Measuring Content Success PD Luncheon 42M/40G 82 Total $1000 Mar 8, 2016 How to Avoid the Buyer s Commodity Trap PD Luncheon 22M/27G 49 Total $350 Apr 12, 2016 Taking Internal Communications From PD Luncheon 32M/46G 79 Total $1,100 Secondary to Strategic Jun 14, 2016 The Pair to Prepare: Communications and PD Luncheon 28M/42G 70 Total $670 Cybersecurity Jul 14, 2016 Print is Alive! PD Luncheon 30M/45G 75 Total $691 Aug 9, 2016 From Memo s to Emojis: Building Bridges in the New PD Luncheon 23M/30G 53 Total $373 Work Culture Oct 11, 2015 De-escalating Conflict in the Workplace PD Luncheon 17M/18G 35 Total ($177) Nov 18, 2015 Top 5 Lessons Causes and Companies can Learn From Each Other PD Luncheon Total 23M/11G 34 Total ($473) 249M/299G 548 Total $4,505 One lesson learned: while event attendance (and resulting profit/loss) can be affected by bad weather, be certain to check the calendar carefully when scheduling professional developments events. We have a standing date of the second Tuesday of each month for our professional development luncheons, and our November 2016 event fell on Election Day in one of the most polarizing Presidential elections in history! It was a huge contributing factor to our low attendance, and subsequent revenue loss. Measurement Regular Programs Within 12 hours of every luncheon, we send a survey to all attendees to collect data on satisfaction with the topic, speaker, venue and food/service. For the purpose of this submission, the satisfaction ratings for the topic and speaker are presented, representing response of Very Good or Excellent. Event Topic Satisfaction Speaker Satisfaction Best Practices for Aligning Social Strategy 100% 84% The Secrets of Measuring Content Success 100% 93% How to Avoid the Buyer s Commodity Trap 89% 68% Taking Internal Communications From Secondary to Strategic 79% 75%

5 The Pair to Prepare: Communications and Cybersecurity 99% 74% Print is Alive! 100% 98% From Memo s to Emojis: Building Bridges in the New 100% 92% Work Culture De-escalating Conflict in the Workplace 84% 67% Top 5 Lessons Causes and Companies can Learn From 68% 68% Each Other Overall Event Satisfaction Ratings 91% 79.9% Special Programs The Dallas chapter hosts two special events each year, the Dallas Quill Awards program and a Fall Conference. The scope and scale of individual Special Programs determines measurement strategy, ranging from attendance metrics to post-event survey satisfaction ratings. Special Programs require additional volunteers and bandwidth, which can be problematic, however, our newly minted IABC Dallas Heroes Program focused on creating and managing volunteers and volunteer opportunities for the chapter, significantly enhanced our volunteer participation in These events are more complex than Regular Programs and require stringent budget parameters and diligent program management. We experienced both highs and lows in our Special Programs in 2016, with the record profits of one event nearly cancelling out the loss experienced with the second. The board has committed to addressing the issues surrounding Special Programs to determine how best to serve our membership while maintaining fiduciary responsibility. Detail for both events follow below Dallas Quill Awards Program 2016 Quill Awards Strategy The Dallas Quill Awards program has experienced a decline in entries over the last several years. The event suffered a significant loss in 2015 as a result of declining attendance and declining entries. The institutional appeal of the Quill program among our tenured members and across the entire Association is strong. Running a successful and profitable Dallas Quill challenged our team to refine the event from an evening gala format to a luncheon format in an attempt to attract more attendees with a lower price point, and reduce expenses typically incurred to host the event. The last time the Dallas Quill Awards was a profitable event, we featured an iconic local speaker, which helped boost ticket sales and sponsorship. We attempted to replicate that strategy, taking a slightly different approach to the topic. We held the event at an area fine arts venue, and were able to secure a wonderful local speaker with a rich family history of local philanthropy in the arts and throughout the community. The event theme was Communicators Cultivating Connections and the keynote shared her experience working with communicators across a wide variety of entities and corporations to craft and deliver messaging that raised awareness and funds for worthwhile causes. Our entries, unfortunately, declined significantly once more, and while we had solid ticket sales in comparison to the number of entries and some sponsorship monies raised, our venue costs were still prohibitive and the event was a loss. (See Work Sample 3 - IABC Dallas 2016 Dallas Quill Awards Program.pdf)

6 2016 Quill Awards Objectives and Results Objectives Result Achieve 85% combined satisfaction rating from post-event surveys 68.75% satisfaction for topic 95.5% satisfaction for speakers (82% combined average) Attract Attendees 74 attendees consisting of 30 members and 44 nonmembers Secure $2,000 in relevant event sponsors to underwrite cost and Sold $1,550 in sponsorships and engage attendees with additional resources and information secured in-kind sponsors who provided printing and photography Generate a net profit to cover event costs Event generated a loss of $6, Fall Conference 2016 Fall Conference Strategy Approximately 70 percent of our membership has more than 15 years of experience. IABC Dallas members expertise is divided among internal, corporate and marketing communications; public/media relations; and digital/social media content providers. Therefore, we wanted to create an agenda that would be attractive to the strategic senior communications advisor, as well as to the rookie getting started in his career. The agenda would be well-rounded, including break-out sessions for internal and external communications, as well as something focused on personal/professional development. It was also important to turn the event into a revenue generator for the chapter. In its third year, after breaking even last year, we determined that there was ample opportunity to drive not only attendance, but sponsorship support for this event. The Fall Communications Conference was intended to provide timely and optimal professional development opportunities and structured as a half-day event to maximize registration and offer the best value for a competitive market price. The program included education sessions in moderated panel and workshop formats, networking time and a luncheon keynote. There were three different one-hour education sessions offered to support the conference: Who Are You Really? The Role Personal Brand Play in Your Career. Digital Content Marketing: Pay for Play and Beyond, and Engage 2.1: Employees as Brand Consumers. The Keynote, Good or Bad: Your Communications Will Define You rounded out the conference with a powerful message and examples on the topic of effective external messaging. Breakfast and lunch was included with full registration and there was a keynote luncheon-only option. Pricing for the full conference was $99 (members), $129 (guests), and $69 (students). The luncheon-only option was priced at $35 (members), $50 (guests), and $25 (students). We were able to secure a variety sponsors, who provided additional financial support and added value for our attendees as well. (See Work Sample 4 - IABC Dallas Fall Conference Agenda.pdf.)

7 2016 Fall Conference Objectives and Results Objective Result Achieve 85% combined satisfaction rating from 90% satisfaction for topics and 90% satisfaction onsite survey for Keynote speaker (90% combined) Attract 75 to 100 attendees 75 attendees consisting of 30 members and 45 nonmembers Create an agenda that would be attractive to the Attendees had a choice of two breakout strategic senior communications advisor as well as sessions from three topics, plus a keynote to the rookie just starting a career luncheon covering a broad range of topics for different skill levels Secure $3,000 in relevant event sponsors to underwrite cost and engage attendees with additional resources and information Generate a net profit of at least $3000 to cover event costs and fund future chapter activity Sold $5,750 in sponsorships and secured in-kind sponsors who provided social media promotion Event generated a net profit of $7,511 Measurement Fall Conference Working closely with the Vice Presidents of Sponsorships and Communications, we raised awareness among different audiences of the opportunity to create sponsorship agreements in support of this event, raising $5,750 in sponsorship dollars as well as in-kind sponsors. Attendance increased over the 2015 event, from 67 to 74 total attendees, with attendance revenue rising from $5,419 to $5,886. Post-event survey results were positive at a combined 90% for speakers and topics, and IABC Dallas Fall Conference is positioned to grow into a signature annual event for the chapter. Attachments Work Sample 1 - IABC Dallas Promotional E-Blast Social Sample.pdf Work Sample 2 - IABC Dallas Monthly Rotating Deck Sample.pdf Work Sample 3 - IABC Dallas 2016 Dallas Quill Awards Program.pdf Work Sample 4 - IABC Dallas Fall Conference Agenda.pdf

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