July Communications and Marketing Plan

Transcription

1 Communications and Marketing Plan

2 1. Executive Summary / Introduction Communications Plan Roles and Responsibilities Communications Calendar Communications Policies Chapter Website Communications Strategic Plan Marketing Plan Roles and Responsibilities Marketing Strategic Plan... 8

3 1. Executive Summary / Introduction In 2014, PMI Rochester Chapter met a record milestone more than 700 members. The Chapter had a strong Communications mechanism in place through the revised website, utilizing the StarChapter system that was introduced in 2012 along with bi-monthly blasts that get distributed to a mailing list of over 1000 members and interested non-members who have requested to be included in the Chapter mailing list. With this foundation in place, in 2014 the Marketing, Communications, and Outreach team focused on growth, promotion of the chapter, and enhanced value to the Chapter membership. Areas of focus were targeted as: 1. Communications expansion behind the website and blasts, to include social media and Chapter publications 2. Marketing promotion of Chapter activities in the community and addition of a Chapter advertising and sponsorship program 3. Networking Chapter mentoring program, networking activities, and collaboration with external organizations 4. Outreach Community, Academic, and Corporate outreach programs The strategic objective of PMI Rochester Marketing, Communications, and Outreach team is to provide the best-inclass service to meet the needs of the PMI Rochester chapter. In 2015, Outreach split off from Marketing and Communications, and a new VP of Outreach role was created. This plan has been updated to separate the 2 roles. Each area of focus is detailed below. For each area the following will be defined, in addition to other areas of focus specific to each area (e.g. Communications Calendar under Communications Plan). 1. Roles and Responsibilities 2. Policies 3. Strategic Plan The PMI Rochester Vice President of Marketing & Communications is responsible for oversight of all Communication and Marketing activities of the Chapter and for keeping the Board of Directors appraised of the activities of team. Team members, as described in the Roles & Responsibilities section for each respective area will serve as the Chapter Communications Improvement Team (CIT). Utilizing feedback gained from chapter surveys as well as the annual survey available through PMI Global s CRS System, the CIT will evaluate Chapter Communications offerings and make recommendations to this Chapter s Board of Directors. The VP will also reach out on an annual basis to Region 4 Leadership and the GOC (specifically the Technical Advisory, Social Media, Marketing, and Communications Advisory groups) to stay apprised of PMI Global changes. Recommendations will be formalized through updates to this plan, to be performed a minimum of once per year.

4 2. Communications Plan 1. Roles and Responsibilities Chapter communications activities include Chapter , social media, website postings, and chapter publications. Operationally, this role is managed through the shared activities of two Directors plus extended team members Director, Communications The Director of Communications is responsible for developing chapter communications, posting webinar information on the Chapter website, and managing Chapter Social Media. Detail duties include: Sending s to the Rochester Chapter and Ithaca Branch via two times per month including content from the website for the next 60 days Posting information on social media (e.g., Facebook, LinkedIn, and Twitter) Managing LinkedIn for PMI Rochester PMI Rochester, NY Chapter Posting Webinars on the Star Chapter (SC) using the webinar template Director, Publications The Director of Publications is responsible for developing the Chapter Newsletter and using publication material to promote Chapter activities in the local community and with PMI Global. Detail duties include: Development of the Quarterly Publication Hard News From the ROC, working with Board members to develop content Solicitation of publication content from Rochester Chapter members Submittal of publication material to PMI Today and local community publications, as appropriate, to promote chapter activities LinkedIn Manager The LinkedIn Manager is responsible for developing a long term strategy for chapter member collaboration in the PMI Rochester LinkedIn group, and management of group activity Chapter Photographer The Chapter Photographer will attend PMI events free of charge in exchange full event photography and release of photos to PMI Rochester with full license for use in marketing and promotion of the Chapter on the website, social media, , and printed communications. 2. Communications Calendar # Publication Schedule 1 st of the month 15th of the month Quarterly, approximately Activity Chapter Blast - Promotion of Chapter activities for next 60 days, highlight of ongoing chapter activities, PMI webinar information, paid advertising spots Chapter Blast - Promotion of Chapter activities for next 60 days, highlight of ongoing chapter activities, PMI webinar information, paid advertising spots Hard News From the ROC - Quarterly Chapter Newsletter Publication

5 the 8 th of the month (Jan, Apr, Jul, Oct) 4 Mon-Fri 5 Bi-weekly 6 Monthly 7 Monthly 8 Monthly 9 PDD 10 Annually Facebook postings - Goal of one daily Facebook posting on the PMI Rochester page -Twitter is currently linked to Facebook. Need to develop long term Twitter strategy LinkedIn postings -Further strategy needed to define LinkedIn content (see strategy section, below) Chapter events postings on Chapter Website - Registration details for chapter events posted a minimum of 30 days prior to the event Webinar postings on Chapter Website - Follow PMI Communities of Practice (and Projectmanagement.com in 2015, when CoPs will be absolved). Identify free webinars that may be of interest to chapter members and post to website for PDU opportunities Chapter event surveys - Feedback survey distributed to all attendees after chapter events PDD Blasts -A separate PDD Communication calendar will be developed as part of PDD planning activities, and will be planned to synchronize with existing Chapter communications. Goal is no more than one per week should be sent to members, including regular chapter communications plus PDD blasts. Member feedback survey - Feedback survey distributed to all members to be utilized to steer the direction of future chapter activities 3. Communications Policies As part of the management of PMI Rochester Chapter communications activities, the following policies and procedures have been established: Privacy Considerations, including Opt-out-protocols - A comprehensive privacy policy is posted on the chapter website, in the footer information: Voting - The PMI Rochester Chapter Elections Policy is posted on the chapter website: Member Contact Member contact will be as described in the Communications Calendar, included in this policy. It is the PMI Rochester Chapter s goal to minimize direct member contact through to no more than 2-3 times per month. Document Retention Chapter document retention will adhere to the policy as described in the Chapter Operations Manual. The Communications and Marketing Team will utilize a Google Share drive to retain team documents in electronic format. Surveys As stated in the Communications Calendar, event participants will receive a feedback survey following attendance at chapter events. These surveys will be shared with the Chapter Programs team to utilize this feedback to improve future events. In addition, the Communications and Marketing team may periodically survey the membership population to receive general satisfaction feedback and information on Chapter improvement opportunities.

6 Newsletters Hard News From the ROC will be distributed quarterly, as stated in the Communications Calendar Website Terms of Use Terms of use policy is posted in the footer information of the PMI Rochester website: Event Notification Chapter events will be posted as early as possible once scheduled, no later than 30 days prior to the event date. Bi-monthly chapter blasts will include notification for planned events in the upcoming 60 day period. Social Media A comprehensive social media policy is posted on the chapter website, under the About Us section on the main navigation toolbar: Photography Policy The following policy will be posted on the registration page for all PMI Rochester chapter events: o Photography and Videography on Premises at PMI Events A photographer may be on site to document this PMI Rochester event and activities. Photographs and video footage are the sole property of PMI Rochester Chapter, Inc. By registering for and/or attending this event, attendees understand that PMI Rochester may use their likenesses for promotional purposes. If you do not wish to be photographed, please notify the photographer on site. 4. Chapter Website a. Business Continuity and Disaster Management Plan The chapter website is maintained through the Star Chapter website management system. Star Chapter provided back-up services and recovery management support for the Chapter s member facing website information. b. Members Only Section The website currently has a Members Only section which contains a limited amount of members only material. Growth of members only content will be an area of focus for the future. c. Website Traffic Users using website search engines looking for Rochester project management resources will be directed to our website, which is maintained by Star Chapter. One of the team s areas of focus for the future will be how to effectively utilize Social Media to continue to drive website traffic. 5. Communications Strategic Plan Communications activities focus on the following value propositions: o Support a community for project management knowledge sharing o Share stories about networking and collaborative activities o Build awareness about PMI-OC monthly activities to generate engagement and revenue o Lead PMI Rochester communications activities to our members, business partners, and community Identified areas of opportunity for growth, and specific goals by Q include: Website: o Enhanced Members Only content including members only services and discounts o Directory of services offered by members, which can also be distributed to local businesses and organizations o Search Engine Optimization o Track website traffic to social media and other campaigns to develop marketing strategy

7 o Develop a Chapter History section with an interactive gathering of anecdotes and contributions Social Media: o Facebook Double user community, increase community interaction (measured by number of posts to page) o Twitter Develop unique Twitter strategy beyond feed from Facebook o LinkedIn Develop interactive strategy to include use by members and recruiters as a career service, as well as blogs or advice forum from chapter leadership and Senior PMs in the community Publications and Communications: o Develop plan for submission to PMI Today o Grow newsletter content to include member submissions

8 3. Marketing Plan 1. Roles and Responsibilities One director and one manager will oversee the marketing responsibilities for the Chapter: Director, Marketing The Director of Marketing is responsible for developing a branding strategy for the chapter, creating collateral to promote the chapter in the Greater Rochester area, and developing a targeting strategy for distributing chapter communications. Detail duties include: o Provide guidance to Board of Directors to ensure all distributed material follows PMI marketing guidelines o Create chapter marketing collateral for distribution at chapter events and within the Greater Rochester Community o Review available chapter and market data to develop a chapter communications targeting strategy o Develop a plan to build awareness of the chapter in the Greater Rochester community Advertising Manager The Advertising Manager is responsible for outreach to the local community to gain commitment for advertising in the chapter newsletter, s, and website. Detail duties include: o Development of advertising programs for the chapter o Distribute program details to potential advertisers to generate a marketing revenue stream for the chapter 2. Marketing Strategic Plan Marketing activities focus on the following value propositions: o Support a community for project management knowledge sharing o Share stories about networking and collaborative activities o Build awareness about PMI Rochester activities to generate engagement and revenue Identified areas of opportunity for growth, and specific goals by Q include: Advertising: o Achieve at least one paid opportunity per month, through either chapter blasts, website advertising o Maintain a minimum of two vendor agreement / revenue sharing contracts per year Branding and Marketing Material: o Apply PMI Rochester brand to all distributed materials in the chapter Social Media: o Build campaigns that will increase PMI Rochester traffic Media Calendar:

9 o Develop a monthly media listing for posting of chapter events (add a Marketing calendar to this plan). Goal is to promote awareness of PMI-OC project management education and networking events to members, business partners, and Greater Rochester communities Market Research: o Generate chapter and community statistics and demographics information to utilize in developing targeting strategies for chapter communications o Analyze website and social media statistics to provide guidance to Communications team on targeting strategy

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