Marketing your chapter (r3 2013) final -1
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1 Marketing your Chapter: Navigating the vision and expectations For: Region 3 Conference May 31 to June 2, 2013; Mystic, CT
description
This presentation was delivered at PMI Region 3 in Mystic Connecticut May 31 2013. The topic of this presentation was the marketing of your PMI Chapter, lessons learned from PMI-SOC along with some tools and techniques.
Transcript of Marketing your chapter (r3 2013) final -1
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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?
