Visibility Committee Progress Report Form
Committee Chair: Christopher Rotolo
Date: 12/28/09
Committee Membership by subgroup:
Committee Membership by Subgroup:
Branding Subgroup: Christopher Rotolo, Anna Erickson, Uma Iyer, Anuradha Chawla, Tatana Olson
HR/Business Subgroup: Cathie Murensky, Lorin Mueller, Ken Lahti, Emily Solberg, Eric Gerber, Lisa Roberts
Students/Academia: Uma Iyer, Lauren Simon, Sylvia Hysong, Jenny Hoobler
Visibility Metrics: Anna Erickson, Chris Rotolo, Lauren Mondo, Mark Rose, Oksana Drogan,
Media Outreach: Ben Dattner, Anna Erickson, Lorin Mueller, Ken Lahti, Emily Solberg, Anuradha Chawla, Eric Gerber, Megan Leasher
Advocacy/Public Policy: Lorin Mueller, Tatana Olson
Visibility Committee Mission, Objectives, and Goals (2009-10):
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: Define SIOP/I-O brand identity
a) Goal: Conduct a strategic brand analysis – incorporating input from our marketplace (i.e., key audiences) as well as our professional colleagues (HR professionals, other psychologists, etc.)
b) Goal: Define brand identity of I-O and SIOP, and identify gaps from current brand perceptions to inform our strategic brand management plan
c) Goal: Continue to ensure marketing and PR efforts are in line with brand intent
2. Objective: Explore the value/feasibility of broad-appeal SIOP sponsored research
a) Goal: Determine potential topics, media channel(s), and funding model for broad appeal research (e.g., Psychologically Healthy Workplace)
3. 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: Conduct a ‘marketplace insights’ study to track our brand awareness and visibility
c) Goal: Establish a process for ongoing, periodic assessment
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
c) Goal: Identify and develop visibility channels in HR & business community
5. Objective: Conduct ongoing visibility efforts (placing a differential focus on psychology at large, human resources professionals and business leaders, public policy makers)
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
Goal: Develop and maintain a repeatable committee process that focuses on target audiences, appropriate media channels, and key messages.
Goal: Work with the AO to develop and institutionalize processes
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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2009-2010 progress
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Related
Objective, Goal(s)
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Current Progress
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1 a, b;
3 a, b
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- Design and implement a brand tracking study (April, 2010):
1. Identify research panel
2. Design questionnaire content
- Scope the above priorities in terms of budget, resources, time required (Jan/Feb, 2010)
- Possibly align with name change/rebranding to test logos/branding concepts with key audiences (Feb/Mar, 2010)
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2 a
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- Explore feasibility of broad appeal SIOP sponsored research
1. Brainstorm topic ideas
2. Explore execution approaches
3. Scope resources & costs
- Scope the above priorities in terms of budget, resources, time required (Completed – After a thorough scoping, this was tabled for future consideration based on limited resources in light of other more pressing goals)
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5 c
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- Plan Fall I-O Career webinar
1. Identify venue
2. Recruit panel
3. Design and execute marketing plan
- Scope the above priorities in terms of budget, resources, time required (Jan, 2010)
– Session moved from Fall to Spring to accommodate schedules and venue availability (March, 2010)
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4 a, 5 a
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-Continue to cultivate relationships with Vistage & Conference Board for I-O related articles and speaking engagements. (Dec, 2009)
-Work with Professional Practices Committee to develop speeches aligned with brand intent; working to develop an accompanying toolkit (resource list, etc.)
-Planning for media luncheon in NYC (pending budget approval) (March 2010)
-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)
-Wrote TIP article to update membership on VC activities (July, 2009)
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5, a
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-Continue to update Wikipedia pages on I-O Psychology; create mechanism for continuous review and upkeep (Ongoing)
-Continue to audit other relevant wiki and I-O related sites (Ongoing)
-Creating a “landing page” on the SIOP website for business professionals (HR, Business Execs) that presents our profession in a more relevant format to this audience (i.e., using the employee life cycle model). (April, 2010)
- Re-examine and refine the “This is I-O” definition on the website (Feb 2010)
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5, b
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-Work with LEC chair to identify topic for 2010 event (completed)
- Continue to assist AO in marketing LEC 2009 (completed)
- Assist AO in developing communication plan for possible name change/re-branding campaign (April, 2010)
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