Embed Size (px)
Citation preview
Stephen Geraghty-HarrisonSocial Media Director
HR Florida State Council2011 State Leadership Conference
Marketing Your Chapter 101
Agenda
What we will cover today…•What is branding
•Why is branding important
•How to develop your brand
•Best practices for branding & marketing
“Branding is a formal marketing process designed to create an automatic association in the mind of the consumer of
quality with any product or service offered by the owner of the brand.”
Dr. John Sullivan
What is branding?
“Branding is the promise of an experience.”
Keith Fox, VP, Branding Cisco Systems
Branding is NOT something you create.
It is something you discover or reveal; your chapter brand already exists— you just have to find it
A Voyage of Discovery
Brand Ambassadors
Branding tends to attract brand ambassadors
Brand ambassadors are members and volunteers who embrace and promote the behavioral and cultural characteristics of your chapter to fully deliver on the brand promises you extend to your market
• It impacts your ability to attract and retain members, volunteers, speakers and sponsors
• It helps to articulate your chapter’s values and explain why you are invaluable as a resource
• It leads to developing a lasting reputation
Why is branding important?
Agenda
The Service-Profit Chain
Member satisfaction
Member satisfaction
Vendor satisfaction
Vendor satisfaction
Member/vendor loyalty
Member/vendor loyalty
Chapter revenueChapter revenue
How to develop your brand
Where do you start?• Vision, mission, values and goals – do they need to
be updated?• Do you celebrate chapter milestones or history (past
board members, anniversaries, etc.)?• Does your website or logo need a refresh?
Identify, create and/or enhance your brand• Consider your reputation within your membership,
industry and business community• How well known is your chapter?• What enables your members to be brand
ambassadors? What prevents them from doing this?
Identify your market – who are you marketing to and communicating with?
• SHRM chapters• HR Florida• SHRM• Other professional
associations
• HR Specialists• HR Generalists• Executives• Small business owners• Media outlets
• Is there anything outstanding that needs improvements?
• Develop strategic partnerships and seek guidance from successful chapters, other professional organizations or even the council
• Enhance your brand image and finalize your program
Assess and Enhance
Market your brand
Identify methods/resources to market your chapter• Targeted email blasts• Print ads• Radio and television• Pamphlets• Business cards
• Think strategically when budgeting for marketing programs
• Capitalize on FREE tools and resources available
• Solidify and maintain your relationships
Market your brand
Best branding Practices
• All print and electronic marketing materials are consistently designed (color schemes, formatting, etc.)
• Press releases sent to local news papers to announce your incoming board of directors or major milestones
• Provide support to other organizations – career fairs, mock interviews, resume writing
• Partner with other organizations to provide speakers or sponsorships for conferences and seminars
• Participate in charitable fundraisers – SHRM Foundation, Bird Sanctuary, Susan G. Komen Breast Cancer Foundation
• Provide volunteer support to HR Florida and SHRM• Solicit HR industry experts for educational programs• Capitalize on the reputations of your members• HR Florida State Council vs HR Florida State Conference
Agenda “Your brand and your peopleare the most importantcompetitive advantagesin the new economy.”
Robert B. ReichSecretary of Labor (1993-96)
Maurice B. Hexter Professor of Social and Economic Policy,Brandeis University Heller Graduate School of Business
