Volunteer Leaders’ Webcast Series

Express Yourself:Creating and Managing

Your Brand

Melissa Foldvary • Manager, Marketing CommunicationsSHRM • September 27, 2012

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The SHRM BrandUsing the SHRM “AFFILIATE OF” Logo

How– License through the Chapter

and State Council Charters– Correct and consistent use is a

SHAPE requirement– Using the registrada mark

Why– Brand recognition– Visibility– Enhances marketing power

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Perception and VisibilityYour brand and the community

Currently – How is your Chapter currently perceived and viewed by the

community? Intended

– How would you like your Chapter to be perceived? Does it have the kind of reputation you are proud of?

Food for Thought:

– “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”Jeff Bezos, CEO, Amazon.com

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VisualA picture is worth a thousand words

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SpeakingSetting the message

– Does your Chapter have a message they would like to convey during formal speaking opportunities? • Annual goals• Membership recruitment

– Are there topics you would like to avoid during speaking opportunities? • Opinions• Controversial topics

– Day to day conversation anywhere, with anyone• At the grocery store• At the mall• In a parking lot

Remember, your messaging ties back to the brand…every time.

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The power of the pressUsing press releases

Standard Language– Does your Chapter have standard, boiler language they include in all

press releases

Media relations– Does your chapter have a dedicated spokesperson to handle all

media inquires?• Consistency is key• Develop a relationship with the right reporter(s)

Click here for a sample press release within the Working with the Media toolkit on the Volunteer Leaders’ Resource Center (VLRC) http://www.shrm.org/Communities/VolunteerResources/ResourcesforChapters/Documents/Working_with_the_Media_20091119.ppt 

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EventsIn the public eye

No matter what occasion, you are a representative of SHRM and your Chapter brand– Holiday parties

• Don’t forget about personal gatherings that could have current (or future!) co-workers in attendance

– Summer picnics– Chapter travel or work travel

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WebsiteIt says it all

– Your website is effectively the “spokesperson” for your Chapter and should be referenced on:• Business cards• Press releases• Print pieces• Emails• Social media platforms• Marketing

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ConsistencyThe little things

Does your website have: – Consistent messaging and tone– Consistent color scheme– Consistent typeface (font)– Professional look and feel

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Social MediaUsing it well

Content

– What to talk about Audience

– Who is following your Chapter? Who would you like to follow? Twitter

– What are you tweeting about? – How are your tweets perceived? Do they make a personal statement about

you? Is it accurate? Facebook

– Photos, quotes, questions– The goal for Facebook should be engagement – find a way to portray the

Chapters personality while remaining professional and beneficial to an HR professional

LinkedIn– Who is your audience?– Who should you accept?

Social media toolkit

– http://www.shrm.org/Communities/VolunteerResources/ResourcesforChapters/Pages/SocialMediaStarterToolkit.aspx

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NewslettersAn extension of your voice

Does your Chapter newsletter carry through the same look, feel and tone of your website?– Color scheme– Messaging– Tone

Does your newsletter portray the Chapter brand?

Is your content current?

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Professional ProgrammingProfessionalism is key

Content– Professional, professional, professional

Seminars– Content, marketing, messaging should all be consistent and reflect

the Chapter brand Conference

– A conference is an experience so try to include aspects that communicate a unique Chapter personality

Networking– You are representing SHRM as well as your Chapter– Prepare an “Elevator Pitch” – be quick, concise and accurate when

describing your work and your role in the Chapter. Ensure you engage your listener from the get-go and make it memorable.

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Thank you!Express Yourself: Creating and Managing Your Brand

Questions?