1. Strategic Planning: A Wide-Angle Lens Kerby Meyers, 2012-13 IEB Chair IABC Asia Pacific Leadership Institute Melbourne, Australia 17 November 2012

2. IABCs vision IABC is the preferred community and resource for communication professionals working in diverse industries and disciplines across the globe. 2

3. How will we get there? 3 Business Content Career Our Members Our Profession

4. IABC strategy in a page 2012 - 2015 VISION IABC is the preferred community and resource for communication professionals working in diverse industries and disciplines across the globe. STRATEGY Focus on three fundamental building blocks of content, career and business in order to deliver greater value to members, while engaging with and influencing the wider business community to build the value of IABC and the communication profession. STRATEGIC PRIORITIES Build and enhance the value of IABC-offered content Develop roadmap(s) of the communication career continuum Raise awareness of IABC as the definitive communication community and resource Preserve and grow IABCs financial health Why IABC helps members succeed in their jobs and careers IABC is the definitive resource for communication excellence tools, practices and research IABC helps members succeed in their jobs and careers IABC is relevant to communication professionals at all stages of their careers IABC stakeholders know, understand, commit and contribute to the success of the association IABC is a leading advocate for the communication profession and its value IABC is a thriving association with the resources and influence to serve its members and lead the profession over the long-term How 1.Identify, define and support standards of the profession 2.Focus on member content relevancy – disciplines, career continuum, geographies and cultures 3.Broaden scope and delivery of content by leveraging chapters, regions and partnerships 1.Identify, define and support standards of the profession 2.Develop/match learning and development programs to the career roadmap(s) 3.Define/develop professional achievement and recognition at targeted levels of the career continuum 1.Identify, define and support standards of the profession 2.Leverage IABC content and professional development programs to build the IABC brand 3.Engage and influence the wider business community to strengthen IABCs credibility and voice 1.Embed an operational efficiency/ROI mindset and action orientation for all new and existing programs 2.Analyze market opportunities globally and match our offerings to improve the relevancy and global reach of IABC 3.Utilize key metrics to track progress and inform decisions

5. A visual strategy map Build and enhance the value of IABC-offered content Define the road map(s) of the career continuum for a communication professional. 1.Focus on member content relevancy – disciplines, career continuum, geographies and cultures 2.Broaden scope and delivery of content by leveraging chapters, regions and partnerships Identify and define and support standards of the profession 1. Embed an operational efficiency/ROI mindset and action orientation for all new and existing programs 2.Analyze market opportunities globally and match our offerings to improve the relevancy and global reach of IABC 3.Utilize key metrics to track progress and inform decisions Leverage IABC content and professional development programs to build the IABC brand 1.Develop/match learning and development programs to the career roadmap(s) 2.Define/develop professional achievement and recognition at targeted levels of the career continuum Raise the awareness of IABC as the definitive source for certified programs and professionals. Engage and influence the wider business community to strengthen IABCs credibility and voice Preserve and grow IABCs financial health

6. How will we get there? 6 Business Content Career Our Members Our Profession

7. Turning to you The value of a strategic plan Top-down vs. bottom-up Supporting the plan 7

8. Dont start from scratch 8

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11. Thank you Kerby Meyers 2012-13 Chair IABC International Executive Board kmeyers@commrefinery.com 11