Visibility Committee Progress Report Form
Committee Chair: Christopher Rotolo
Committee Membership by Subgroup:
Branding Subgroup: Christopher Rotolo, Anna Erickson, Uma Iyer, Anuradha Chawla, Doug Reynolds, Joan Brannick
HR/Business Subgroup: Joan Brannick, Lorin Mueller, Ken Lahti, Emily Solberg, Eric Gerber
Students/Academia: Rebecca Baker, Uma Iyer, Lauren Simon, Sylvia Hysong
Visibility Metrics: Anna Erickson, Chris Rotolo, Joel Philo
Media Outreach: Ben Dattner, Anna Erickson, Lorin Mueller, Ken Lahti, Emily Solberg, Anuradha Chawla, Eric Gerber
Visibility Committee Mission, Objectives, and Goals (2008-09):
Visibility Mission: To gain visibility with our target audiences through a variety of channels and tactics in order to help I-O Psychologists (and SIOP) be recognized as the premier professionals committed to advancing the science and practice of the psychology of work.
1. Objective: Realign PR & Branding Priorities/Strategy with Marketing General (MG)
a. Goal: Ensure alignment between MG strategy and SIOP’s vision
b. Goal: Develop and implement execution plan
2. Objective: Establish a baseline of I-O/SIOP’s current visibility
a. Goal: Identify/Develop a set of metrics assessing I-O/SIOP’s visibility
b. Goal: Establish a process for ongoing, periodic assessment
3. Objective: Identify and understand our target audiences
a. Goal: Revalidate/enhance existing segmentation strategy to ensure target audience needs are fully addressed, in order to deliver relevant messaging about I-O Psychology and SIOP
4. Objective: Expand and deepen our network with relevant media channels & other relevant audiences
a. Goal: Identify key players in relevant media channels execute programs to build relationships (e.g., Media luncheon)
b. Goal: Identify and develop visibility channels in academia & public policy
5. Objective: Conduct ongoing visibility efforts (placing a differential focus on psychology at large, human resources professionals and business leaders)
a. Goal: Work with the AO to generate press releases, web content, etc. to push key messages to target audiences.
b. Goal: Market the Fall Conference
c. Goal: Conduct public webinar
6. Objective: Define tools and processes to institutionalize visibility efforts
a. Goal: Develop and maintain a repeatable committee process that focuses on target audiences, appropriate media channels, and key messages.
b. Goal: Work with Marketing General to develop and institutionalize processes
c. Goal: Finalize and monitor visibility metrics
Each of these committee goals relates to our overall mission which is to gain visibility with our target audiences through a variety of channels and tactics in order to help SIOP achieve its vision.
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2008-2009 progress
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Related
Objective, Goal(s)
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Current Progress
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1,a, b
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-Reviewed the MG recommendations and VC current and planned work, at the request of Dr. Latham, to identify the activities that will most impact our brand. The team identified 5 major areas, as reported to Dr. Latham (Completed Jan 2009):
- Define our brand intent and gain marketplace insights
- Build awareness/ alliances with key audiences
- Continue our press/PR strategy
- Implement website enhancements 2.0
- Incorporate any SIOP name change into brand strategy
- Scope the above priorities in terms of budget, resources, time required (Feb 2009)
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2 a
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-Reviewed and revised existing metrics work (Completed Oct 2008)
-Began investigating availability of metrics for 2009 implementation (Ongoing)
-Set up meeting with SHRM External Affairs Officer to discuss SHRM visibility metrics (Jan 2009)
- Generate proposal for short- & long-term measurement plan (April 2009)
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3 a
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- As part of our branding recommendation #1, proposed a marketplace survey to understand the brand perceptions and needs of our target audiences (Fall 2009)
- As part of our branding recommendation #3, proposed website enhancements to better suit each of our key target audiences needs
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4, a, b
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-Support Drs. Latham & Tippins in SHRM alliance (Ongoing)
-Develop plan for approaching additional organizations (e.g., ASTD) (April 2009)
-Planning for media luncheon in New Orleans and/or NYC (March 2009)
-Continue to ensure media appearances reference I/O Psychology (e.g., we have had member appearances on CNN, Today Show, NPR as well as key business magazines and newspapers) (Ongoing)
-Conducted public webinar (see below) for students (Completed Oct 2008)
-Identified non-HR professional groups for possible alliance formation (Vistage & Conference Board). Developing alliance plan (April 2009)
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5, a
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-Working with ECC to update Wikipedia pages on I/O Psychology; audit other relevant wiki sites (March 2009)
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5, b
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-Worked with LEC team to create press release and communication documents for marketing the Fall consortium. (Completed 10/08)
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5, c
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- Conducted first ever public webinar targeted to students to introduce the field of I/O Psychology. Co-Sponsored with Austin Paey State University. Over 400 students registered for the event. (Completed 10/08)
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6, a, b, c
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-Launched VC Google Site and Calendar to serve as a repository and history of VC efforts (Nov 2008)
-Working with California Psychological Association to develop & market a program targeted to C-Suite executives “Top Minds and Bottom Lines: How Executives Shape Organizational Culture to Boost ROI” to discuss the value of I-O to business. Gained EC support for SIOP co-sponsorship. (Event planned May 2009)
-Develop templates from CPA conference and Student Webinar to replicate elsewhere (Completed April 2009)
- Coordinating with the Professional Practice Committee to develop a presentation and speaker notes to be delivered by I-O practitioners who volunteer their time to deliver the talk to community groups such as local Chambers of Commerce, SHRM chapters or ASTD chapters
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