Visibility Committee Progress Report Form
Committee Chair: Christopher Rotolo
Update: 03/18/09
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.
|
2008-2009 progress
|
|
Related
Objective, Goal(s)
|
Current Progress
|
|
1 a, b
|
- Devising implementation strategy for key branding objectives (May, 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 (April, 2009)
|
|
2 a, b
|
-Met with SHRM External Affairs Officer to discuss SHRM visibility metrics (Jan 2009)
- Developing pricing proposal for SIOP/I-O brand measurement and tracking (April 2009)
- Identifying procedures for quantifying and analyzing PR successes (April 2009)
- Generate proposal for short- & long-term measurement plan (June 2009)
|
|
3 a
|
- As part of our branding recommendation #1, proposing marketplace survey to understand the brand perceptions and needs of our target audiences (Fall 2009)
- As part of our branding recommendation #3, worked with Electronic Communications Committee and SIOP AO on website enhancements (SIOP Exchange, siop.org reorg) (Feb 2009)
|
|
4, a, b
|
-Support Drs. Latham & Tippins in SHRM alliance (Ongoing)
-Developed short list of non-HR firms (Vistage & Conference Board) to approach for I-O related articles and speaking engagements. Identifying contacts to approach (March, 2009)
-Worked with Professional Practices Committee to develop an Employee Engagement speech; working to develop an accompanying toolkit (resource list, etc.) (March, 2009)
plan for approaching additional organizations (e.g., ASTD) (April 2009)
-Planning for media luncheon in NYC (May/June 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)
-Planning next I-O Careers webinar (see below) for students (Sept/Oct 2009)
-Discussing potential for public service webinar to apply our knowledge of selection/interviewing, etc. to out-of-workers to help in job market
-Writing TIP article to update membership on VC activities (July, 2009)
|
|
5, a
|
-Updated Wikipedia pages on I-O Psychology, removing it from intensive care status (March, 2009)
-Continue working to enhance Wikipedia page (May, 2009)
-Conducting audit other relevant wiki sites (May, 2009)
|
|
5, b
|
-Working with LEC development team to help market 2009 event (Fall, 2009)
- Discussing the use of a free webinar as a way to garner interest and awareness
|
|
5, c
|
- Planning next I-O careers webinar targeting students, career changers, and out-of-workers (Fall, 2009)
|
|
6, a, b, c
|
-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)
- Developed a siop.org “landing page” for conference participants – consolidating relevant information within siop.org (March, 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
|