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

Transcription

1 2017 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 210 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. Goals & 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:

2 Ensure timely and consistent delivery of the IABC Dallas monthly newsletter targeting both members and nonmembers. o Publish the newsletter on the first weekday of the month, all year long. o Provide a recognizable and dependable format enabling readers to scan and find relevant content quickly and easily. o Provide engaging content (i.e. feature stories) and videos promoting upcoming events to create interaction with members and nonmembers. o Obtain an open rate of 20% on our newsletter Engage audience through social media. o Create a consistent and engaging information flow across Twitter, LinkedIn, Instagram and Facebook. o Create unique content relevant to IABC Dallas every month, driving communicators to events (i.e. videos and contests.) 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 and Instagram, through regular content sharing. o Increase in level of engagement by 5% each month. Encourage more members to renew and invite more nonmembers to join IABC. o Reverse the downward trend in our membership and grow our membership in 2016/2017. o Identify, research and report on key performance indicators to the board, giving them the information they need to retain and engage current members. o Improve retention and renewal rates by 5% for the term. o Understand and improve upon key engagement opportunities; build membership promotion into key areas. o Drive engaging communications which highlight the benefits and value of membership with IABC. Encourage volunteerism which, in turn, can positively impact membership. o Actively recruit and recognize volunteers. o Highlight volunteer events that members can get involved in. Bring branding and new campaigns to life and ensure key messages are reflected. o Update all communication channels to promote campaigns. 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 $1,200 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 costs 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 $11 per month and special promoted boosts/posts on social media of $30 per month on average which enhance visibility of specific functions and events to our followers. 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. Earlier in 2016, we asked members in our IABC Dallas survey about the value-add they get from IABC and the various programs that our organization facilitates for members. The responses were pretty consistent and indicated that, while we are viewed as a leader when it comes to corporate communication, we are not viewed as innovative when it comes to social media, community outreach or membership diversity. Using this feedback, we developed a branding strategy designed to position IABC as more relevant and innovative in the community. Our branding strategy includes the following campaigns: Q4 2016: Do You Know o This program launched in October and was intended to engage the year old demographic by showcasing some of the innovative members that are part of IABC. We selected 4 members to spotlight and promoted them on Facebook, Twitter and on the IABC Dallas website. o The spotlighted members were asked 15 questions intended to showcase their unique personalities, career activities in communications and industry knowledge related to social media and digital. (See Work Sample 1 - IABC Dallas 2016 Do You Know Series Launch.pdf) Upcoming strategic campaigns: o Candid member spotlights this campaign will be focused on promoting casual interviews with members at functions like happy hours, networking lunches and other IABC events. The campaign will spotlight current or potential members in short interviews in a casual setting and we will promote these interviews across our digital and social channels. The goal is to appeal to a more diverse audience of potential members and to promote the breadth of talent who attend our events. o How Dallas Communicates In the spring of 2017, we will run a month long campaign asking our community to post pictures on Instagram featuring examples of communication methods in Dallas. Be it murals in Deep Elum, the BIG displays around the city, experiential campaigns that the city is running or examples of individuals spreading the word; we want to promote the diversity of Dallas and demonstrate IABC s involvement in the community. o Increase the overall engagement on Twitter, Facebook, and YouTube. Using our existing social channels, we are working to develop methods to authentically engage our social

4 communities and the thought leaders amongst them; especially in the areas of social, digital and experiential/activation-based communication. 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 and communication team steer the chapter s communication efforts. Although this is somewhat of an informal plan, this calendar provides a holistic view of what is to be expected within the chapter for the year. (See Work Sample 2 - IABC Dallas Communications Timeline_ 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 weekday of each month, a date readers can rely on and publication is much anticipated by members and nonmembers. The newsletter features three stories that are current, informative, interesting and relevant to our wide range of readers. The newsletter also highlights new members, member anniversaries and recognizes chapter sponsors. (See Work Sample 3 - IABC Dallas November 2016 Newsletter.pdf) outreach IABC Dallas uses to reach members and nonmembers, specifically to announce professional development events such as the Fall Communications Conference, monthly luncheons and 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 4 IABC Dallas Oct 2015 Luncheon .pdf) Website The IABC Dallas website is an active communication tool that is regularly updated. 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 year, the communication team has increased the frequency of social media posts across all channels by publishing an average of four posts per week integrated across all channels providing relevant content and promoting upcoming events and general communication news and insights. To support our monthly professional development luncheons, networking programs and happy hours, we launched mini social media campaigns dedicated specifically to creating awareness and driving people to register for the events. These mini campaigns are often boosted or promoted on Facebook (typically $20 - $30 spend/month). The results of the campaigns increase social media engagement with our current social media database/followers, as well as new followers often increasing attendance at our events. The campaigns are structured around different themes to create excitement, including fun

5 elements such as event preview videos, photos showcasing pictures of last year s event and conveying it was a not to be missed event, and interactive social media contests. (See Work Sample 5 IABC Dallas Social Media Activities September and October Happy Hour and Jingle Mingle Contest.pdf) Lapsing-member and nonmember outreach The Membership team closely monitors the Lapsing Soon list provided by IABC s MMA. Each month, members who are lapsing soon receive a personalized phone call from the Membership team, reminding them that it s time to renew their membership and providing instructions if needed. The VP of Membership sends personalized s to new and renewing members, as well as lapsing members. The personalized which goes to individuals whose membership has recently lapsed reminds them of the benefits of IABC and includes easy links to help them renew. Those who have recently renewed or joined get a personalized from the Membership team as well as a hand-written thank you note from the President of the board. The Membership team also partners closely with the IABC Dallas board to analyze membership data, providing insights on month-to-month joins and lapses. The team uses these numbers, organized into a monthly dashboard for the board s use and visibility, to provide relevant communications to the VP of Communications for social media, the monthly newsletter and other outreach communications. The 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 Membership team conducted more in-depth outreach activities to individuals and corporations who were at risk of lapsing soon, promoting the discounted member rate, member benefits and the desire to maintain membership status. In the month of October, a total of 22 members renewed their memberships and 16 became new members, including a new corporate account. Going forward, the team will continue to build on these in-depth engagement activities, focusing on potential corporate memberships. Volunteer Recognition and Recruitment IABC Dallas Volunteers are recognized publicly in multiple ways: 1. Download Volunteer Column Volunteers are recognized in our chapter newsletter, which is posted to our website, and throughout social media. 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 have created 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.

6 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. 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 American Marketing Association extended a special invitation to have a joint happy hour with our members. They provided an IABC members-only discount code, which we promptly communicated to our members, inviting them to attend. 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 Dallas-based 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 we had interactive games at our table, which allowed better mix and mingle with guests. We also held a drawing for two tickets to a future IABC Dallas luncheon. 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 Kansas fly in to take the exam at our location 2015, and four members from the Austin, TX area in Measurement and Results Our monthly newsletter, Download, has consistently been published on the first of each month in 2014, 2015 and The new format using digestible stories has made it easier not only to find relevant content, but has also aided in the preparation of the newsletter by our Communications team. Over the past year, we have had a monthly average open rate of 19.5%.

7 Our social media efforts have exceeded our initial objectives, increasing engagement across the board, with an average monthly reach of 3,000 people via Facebook and an average monthly reach of 11,000 people via Twitter. Our content is a mixture of publicizing monthly chapter events and thoughtleadership communications culled from IABC International, our chapter leaders or other resources. The level of engagement on social media is increasing among IABC Dallas contacts. 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 Facebook, Twitter and LinkedIn followers have increased an average of three to six percent each month over the past year. In the special membership month of October, we experienced our best renewal and join metrics, with a total of 22 members renewing their memberships and 16 becoming new members, including a new corporate account. Going forward, the team will continue to build on these in-depth engagement activities, focusing on potential corporate memberships. In total, these 38 new and renewing members equal nearly 20 percent of our total membership base. Since February 2016, almost 1,400 volunteer hours have been tracked by 71 Heroes. This equates to approximately 225% increase in active volunteers in a two-year period. Despite the ease with which volunteers can log their hours, we know of at least 11 volunteers who have not registered and many hours that have not been tracked. This is a challenge that we continue to address year round with frequent communication and reminders to track hours. Four volunteers have been promoted to board positions based on their prior volunteer exposure. 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 . In 2016 our survey results indicate, on average, the following: Topic: Excellent 55%, Very Good 35% Speaker: Excellent 46%, Very Good 34% Attachments Work Sample 1 - IABC Dallas 2016 Do You Know Series Launch.pdf Work Sample 2 IABC Dallas Communications Timeline pdf Work Sample 3 IABC Dallas November 2016 Newsletter.pdf Work Sample 4 IABC Dallas October 2016 Luncheon .pdf Work Sample 5 IABC Dallas Social Media Activities September and October Happy Hours and Jingle Mingle Event.pdf