Presentation on theme: "Note this title slide should really mimic the cover of the brand book, photo, words, sub words, transparent bands, new logo."— Presentation transcript:
Note this title slide should really mimic the cover of the brand book, photo, words, sub words, transparent bands, new logo
Phase I: Brand Assessment Conduct market research Conduct surveys and focus groups of members and non-members in all demographics to determine current perception, segmentation, etc. Conduct internal interviews with SHRM employees and Board members Hire an experienced design firm SHRM’s road to launch
Phase II: Brand Development Identify key concerns facing members Narrow SHRM’s overall mission and promise to its members Develop communications principles to answer the challenges Create a look and feel that furthers the defined strategy SHRM’s road to launch
Phase III: Brand Refinement Conduct surveys and focus groups with members and non-members on the updated brand Refine design as necessary to accommodate all feedback SHRM’s road to launch
Who is SHRM selling to? Who and what is SHRM selling against? What are the benefits of being a member of SHRM? How does SHRM deliver these benefits? What key fact is driving the marketplace that led SHRM to undertake this change? What is the problem SHRM must solve for the member? What is SHRM’s brand promise? SHRM’s brand platform
ASTD World at Work HR Planning Society Linkage HR.com HR Executive Magazine Competitors
Information overload (too much stuff) Information structure (is this for me?) A confused identity (inconsistency) Multiple and sometimes conflicting messages Advancement of the profession Communication challenges
Where do I find a trusted organization that can help me do my job better, develop professionally, connect with others and set strategy and, at the same time, help the CEO recognize the value of the HR role in improving business performance? The challenge to be solved for the member?
SHRM can help me do my job better, develop professionally, connect with others and set strategy and, at the same time, help the CEO recognize the value of the HR role in improving business performance. Brand promise
A communications manifesto Expect member focus we’ll organize our offerings around you Expect targeted content we’ll customize information for your unique needs Expect clarity we’ll make clear who we serve and how we help Expect personal service we’ll never forget we’re in the people business Expect consistency we’ll look and speak like one organization every day
Expect a defined set of standards 1.Expect people 2.Expect consistent design elements 3.Expect major sub-brands built around SHRM master offerings 4.Expect benefit headlines 5.Expect a clear label 6.Expect organized copy placement
Leading People. Leading Organizations. Expect one tagline
People and personality reflected in print Objects will send a ‘human’ message and add variety to the print covers. Illustrations convey the intelligence of the topic or the report. Customized for any topic. SHRM members working in their own environment. They will be actively engaged in work with at least one other person.