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Marketing your Chapter:Navigating the vision and expectations

For: Region 3 Conference

May 31 to June 2, 2013; Mystic, CT

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The Role of Marketing/Communications?

• Marketing does not decide WHAT to communicate

• Marketing does not decide WHEN to communicate

• Marketing does not decide WHO is the target

• Marketing does not decide WHY to communicate

• Marketing does decide HOW to communicate

– Email; social media; web site; other

– Branding

– Consulting role; how to craft the message for the media

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How to Communicate.

• Planning (managing) the message

– What do you want to say?

– Who is your audience?

– When must it be published?

– Why is this message important?

• Coordinate the message

– Multiple channels

– Web-site; eBlast; Social Media; Traditional Media

• Schedule the message

– People will read messages they expect to receive

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How to Communicate.

• Planning (managing) the message

– What do you want to say?

– Who is your audience?

– When must it be published?

– Why is this message important?

• Coordinate the message

– Multiple channels

– Web-site; eBlast; Social Media; Traditional Media

• Schedule the message

– People will read messages they expect to receive

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Managing (Planning) the message

• Manage the content of Chapter Communications

– Assist with editorial tasks

• Manage the medium of the Chapters communications

– Email; Web Site; Social Media; other

• Facilitate better communication from other Portfolios

– Consult on Chapter Branding

– Consult on presentation of message

• Manage operational requirements

– Regular messages; standard updates

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What are the processes?

• Communicate expectations

– Brand Standards

– Content submission deadlines

• Organize operational cooperative committees

– Professional Development has to communicate events

– Volunteer Management has to communicate postings

– Sponsorship has to market our Chapter

• Distribution of content via various media

– Email; Web site; Social Networking; other

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PMI-SOC Web Site (Example)

Break down types of Communication

1.Top of mind2.On-going3.Event (Time) driven4.Sponsorship5.Support Services (Social Media)6.Brand

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PMI-SOC Web Site (Example)

Break down types of Communication

1.Top of mind2.On-going3.Event (Time) driven4.Sponsorship5.Support Services (Social Media)6.Brand

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PMI-SOC Web Site (Example)

Break down types of Communication

1.Top of mind2.On-going3.Event (Time) driven4.Sponsorship5.Support Services (Social Media)6.Brand

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PMI-SOC Web Site (Example)

Break down types of Communication

1.Top of mind2.On-going3.Event (Time) driven4.Sponsorship5.Support Services (Social Media)6.Brand

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PMI-SOC Web Site (Example)

Break down types of Communication

1.Top of mind2.On-going3.Event (Time) driven4.Sponsorship5.Support Services (Social Media)6.Brand

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PMI-SOC Web Site (Example)

Break down types of Communication

1.Top of mind2.On-going3.Event (Time) driven4.Sponsorship5.Support Services (Social Media)6.Brand

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PMI-SOC Web Site (Example)

Break down types of Communication

1.Top of mind2.On-going3.Event (Time) driven4.Sponsorship5.Support Services (Social Media)6.Brand

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How to Communicate.

• Planning (managing) the message

– What do you want to say?

– Who is your audience?

– When must it be published?

– Why is this message important?

• Coordinate the message

– Multiple channels

– Web-site; eBlast; Social Media; Traditional Media

• Schedule the message

– People will read messages they expect to receive

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Coordinate the message

• Web Site

• SOC Weekly Scope

• Twitter; LinkedIn

• Newsletter

• Local publications; newspapers

• Facebook; YouTube

• Smart Phone App

– Future: PMI Global has app available

– We are evaluating the potential of this solution

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PMI-SOC Weekly Scope (Example)

Coordinate and Schedule the message

•Weekly Scope published weekly•Has Top of mind messages•Has Events•Has Social Media links•Has Chapter Branding

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PMI-SOC LinkedIn Forum (Example)

Coordinate and Schedule the message

•Promotes Top of mind messages•Promotes Events•Links back to web-site•Has Chapter Branding•Works best when coordinated with other Chapter messages

• Weekly Scope• Web-site

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How to Communicate.

• Planning (managing) the message

– What do you want to say?

– Who is your audience?

– When must it be published?

– Why is this message important?

• Coordinate the message

– Multiple channels

– Web-site; eBlast; Social Media; Traditional Media

• Schedule the message

– People will read messages they expect to receive

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Scheduling the message

• Have a regular distribution schedule

– Your message will be read if your audience is expecting it.

• Example: PMI-SOC Weekly Scope

– Published every week (of course)

• Others?

– Have your say.

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Most Importantly!

• Don’t try to do everything!

• What is your role?

– Allow others to play their role

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Questions?