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Visibility Committee Progress Report Form

Committee Chair: Christopher Rotolo

Date: 8/30/09

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/AcademiaUma Iyer, Lauren Simon, Sylvia Hysong, Jenny Hoobler
Visibility MetricsAnna Erickson, Chris Rotolo, Lauren Mondo, Mark Rose, Oksana Drogan,
Media OutreachBen 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.

2009-2010 progress
Objective, Goal(s)
Current Progress
1 a, b;
3 a, b
- 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 (September, 2009)
2 a
- 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 (September, 2009)
5 c
- 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 (September, 2009)
4 a, 5 a
-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)
5, a
-Continue to update Wikipedia pages on I/O Psychology; create mechanism for continuous review and upkeep (Ongoing)
-Complete audit other relevant wiki sites (December, 2009)
5, b
-Work with LEC chair to identify topic for 2010 event (Fall, 2009)
- Continue to assist AO in marketing LEC 2009