Visibility Committee Goals and Progress Report Form
Alexis A. Fink
June 1, 2010
1. Branding Proposal
a. Aligned to Objective 3, ongoing visibility efforts
b. Actively working on a Branding Proposal for SIOP
c. Please see Attachment A of this report for the full text of our proposal.
2. Website updates
a. Aligned to Objective 3, ongoing visibility efforts
b. Making good progress on SIOP Website updates.
c. Working with Administrative Office to get updated website posted (not public) and available for Board Review.
3. Media Lunch
a. Aligned to Objective 2, media network
b. In planning for Spring Media lunch
a. Aligned to Objective 3, ongoing visibility efforts
b. Working on a Student Webinar for spring
Committee Members: Anna Erickson, Cathie Murensky, Jenny Hoobler, Ken Lahti, Lauren Simon, Lisa Roberts, Mark Rose, Lorin Mueller, Tatana Olsen, Uma Iyer, Emily Solberg, Lauren Mondo, Carl Persing, Christine Corbet, Dan Freschi, Jeff Jolton, Jennifer Deal, Kevin Kramer, Matt Millard, Valerie Sessa
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.
Strategic Planning Goals – in support of SIOP Goal 1: Visible and trusted authority on work-related psychology.
1. Objective: Establish a baseline of I-O/SIOP’s current visibility
Goal: Identify/Develop a set of metrics assessing I-O/SIOP’s visibility
Goal: Conduct a ‘marketplace insights’ study to track our brand awareness and visibility
Goal: Establish a process for ongoing, periodic assessment
2. Objective: Expand and deepen our network with relevant media channels & other relevant audiences
Goal: Identify key players in relevant media channels execute programs to build relationships (e.g., Media luncheon)
Goal: Identify and develop visibility channels in four key audience segments: academia, public policy, business community generally and HR community specifically
3. Objective: Conduct ongoing visibility efforts (placing a differential focus on psychology at large, human resources professionals and business leaders, public policy makers)
Goal: Work with the AO to generate press releases, web content, etc. to push key messages to target audiences.
Goal: Market the Fall Conference
Goal: Conduct public webinar
4. Objective: Define tools and processes to institutionalize visibility efforts
Goal: Work with the AO to develop and institutionalize processes and to archive visibility collateral (e.g., webinars)
Goal: Finalize and monitor visibility metrics
Attachment A: SIOP Branding Proposal
SIOP Branding Proposal - Revised (Version 2)
Submitted by the Branding Subcommittee (of SIOP Visibility Committee)
Kevin Kramer, Alexis Fink
January 14, 2011
I. Executive Summary
As the field of I-O Psychology expands and gains prominence in the public eye and as SIOP membership continues to grow, we must constantly evaluate whether our brand and public image are consistent with the opinions our members hold of what the brand should communicate and that perceptions of SIOP highlight our contributions to business, science and academia. At the request of the SIOP Executive Board, the Visibility Committee is submitting a revised branding proposal that includes changes based on the recommendations of the Board on the Committee’s original proposal. The proposal utilizes findings from two prior inquiries into our brand image to clarify the need for a rebranding effort and define a strategy to accomplish this.
Perceptions of our Brand Image
The Visibility Committee has worked periodically on a branding strategy for SIOP since 2002. Originally, a branding subcommittee developed “A Strategic Analysis of the SIOP Brand,” which provided a definition of I-O Psychology, member analysis, and comparison of SIOP’s brand with competitors (APA, SHRM, ASTD). The report indicated that SIOP’s brand was rather unappealing, not focused on its strengths, and that a stronger brand identity was needed. However, no actions were immediately taken.
In 2007, SIOP engaged the services of the firm Marketing General to conduct a similar analysis. The findings were consistent with the prior research and indicated that some aspects of the brand image of SIOP and the profession as a whole are not aligned with perceptions of the brand intent. Members perceived SIOP and I-O Psychology as generally unrecognized, misunderstood and undervalued, while indicating that SIOP should be viewed as cutting edge, an advocate for the profession, and most importantly, indispensable to business.
Objectives of rebranding
· Create and perpetuate a perception of I-O and SIOP consistent with how our members feel we should be perceived. This perception would:
o Explain the field of I-O, including methodology, insights and impact on current business practice and philosophy.
o Explain the role of SIOP in supporting I-O and communicate the contributions and value of its members.
· Communicate the “new” SIOP brand to members and external target audiences.
Benefits of a rebranding effort
A rebranding effort will benefit SIOP and I-O psychology both directly and indirectly by:
· Creating awareness of I-O psychology among those outside of SIOP, promoting professional opportunities for members.
· Promoting I-O research as fact-based, valid, reliable, and “cutting edge” leading to research partnerships, publications, grants and funding awards.
· Attracting new members to the organization and encouraging more students to consider the discipline as a future profession.
· Establishing SIOP as the “go-to” source for media, business, and government for information on human capital in the workplace.
· Providing members with a core set of communication guidelines to contribute the values, insights, and methods of the discipline.
The Visibility Committee has developed the following proposal for consideration by the Executive Board. We envision a project that utilizes the abilities of the Administrative Office staff, committee members, and an outside marketing/branding company.
II. Proposed Solution and Deliverables
Recommendation 1: Engage a marketing/branding firm with the goal of increasing awareness of SIOP and I-O psychology, which will solidify our position as indispensible to business and demonstrate our capacity and strength in the workplace/management sector. This brand should be recognized easily by SIOP members.
The potential deliverables of a branding firm include:
· New branding strategy for SIOP
· New logo and tag line
· New graphics for all communications
· Key messages and talking points
· Multimedia branding and marketing campaign for SIOP
· Potential I-O and/or SIOP Advertisements
Recommendation 2: Identify and understand SIOP target audiences including, but not limited to: SIOP members, HR professionals, organization leaders, academia, government and funding agencies, students, and prospective members. Promote our new brand to these audiences.
1) Research SIOP’s current image and how we are perceived by others
a. Conduct a brand audit. Use existing research from Visibility Committee and Marketing General, and previous SIOP member surveys.
b. Conduct search of I-O mentions online - blogs, website, journals, etc - to determine our image outside of the Society.
c. We don’t have any survey data for what HR and business leaders think of I-O Psychology and/or SIOP. We recommend completing an assessment in-house asking: What do HR professionals, business leaders, etc. know about the discipline? How can I-O psychology play a valuable role in their organizations?
d. Define the role of I-O in business. How does it differ from traditional HR thinking and practice? What other areas in business can the strengths of I-O methodology and practice impact?
e. Acknowledge SIOP’s dual role: SIOP serves both I-O practitioners and researchers, as well as promoting the I-O profession to executives and the public.
2) Develop key messages about SIOP members’ expertise
a. Review SIOP vision, values, and goals. Emphasize SIOP mission statement to concisely communicate the purpose and value of the organization to internal and external audiences.
b. Develop sub-messages aimed at target audiences.
c. Focus the brand on being fresh, cutting edge and useful, not outdated.
d. Create key messages that reflect the strengths of I-O and SIOP members, written in a way that appeals to business leaders. For example, I-O psychologists help organizations in the following areas:
· recruiting and retaining the best talent
· developing valid, legally defensible hiring and performance review processes
· measuring job satisfaction and other employee opinions related to organizational performance
· developing leaders and succession planning
3) Develop and promote a SIOP identity
The graphic appearance of SIOP is the most visible part of the rebranding effort. People remember what they see more so than any of the other senses.
a. Develop a new logo and SIOP identity marks.
b. Develop a style manual describing how the logo and marks are to be used.
c. Test identity with selected SIOP members or committees to get their reaction to proposed rebranding and the new logo/identity.
d. One potential “look and feel” for the new SIOP identity is shown below:
4) Launch SIOP’s new brand
a. Introduce the new brand and images to members at 2011 SIOP conference, followed by roll-outs to key audiences, including HR professionals, business community, academia, government and funding agencies, prospective student members, and selected media. Use press releases, stories, postcards, and email.
b. Use carefully targeted and placed ads featuring CEOs or leaders highlighting the value I-O practitioners bring to their workplaces or academic/research settings.
c. Provide members with materials to promote SIOP’s new brand within their organizations. SIOP members become spokespersons and ambassadors.
5) Reinforce SIOP’s New Brand – Next Steps
a. Communicate with members and target audiences with one voice and look so that SIOP communications are differentiated and recognizable.
b. Make use of e-media to spread the SIOP message, (LinkedIn, Facebook, Webinars, Webcasts, DVD’s, SMS messages, etc.).
c. Measure brand impact through surveys and other feedback within SIOP and externally.
d. Deepen relationships with organizations like SHRM, HCI, APA, and APS.
IV. Potential Timeline
Mar-Apr 2011 Present RFPs to Board with funding request; engage a branding firm
May-Aug Understand SIOP’s image and how we are perceived by others
September Present status report to Board with updated branding plan
Oct-Nov Develop key messages about SIOP members’ expertise
Dec-Jan Develop and promote a SIOP identity
Feb-March Begin previewing SIOP new brand launch
April 2012 Launch SIOP’s new brand at 27th SIOP conference in San Diego
V. Approval Request and Funding
We request approval of the proposed branding plan and permission to gather RFPs from potential branding companies. Upon approval, we intend to return to the Board by April with a budget request to fund the costs related to hiring a branding firm.
Specific cost quotes will be obtained after the Executive Board approves the project. However marketing/branding costs may range between $10,000 and $30,000.