Stephen Geraghty-Harrison Social Media Director HR Florida State Council 2011 State Leadership Conference Marketing Your Chapter 101

Agenda What we will cover today… What is branding Why is branding important How to develop your brand Best practices for branding & marketing

“Branding is a formal marketing process designed to create an automatic association in the mind of the consumer of quality with any product or service offered by the owner of the brand.” Dr. John Sullivan What is branding ?

“Branding is the promise of an experience.” Keith Fox, VP, Branding Cisco Systems

Branding is NOT something you create. It is something you discover or reveal; your chapter brand already exists— you just have to find it A Voyage of Discovery

Brand Ambassadors Branding tends to attract brand ambassadors Brand ambassadors are members and volunteers who embrace and promote the behavioral and cultural characteristics of your chapter to fully deliver on the brand promises you extend to your market

It impacts your ability to attract and retain members, volunteers, speakers and sponsors It helps to articulate your chapter’s values and explain why you are invaluable as a resource It leads to developing a lasting reputation Why is branding important?

Agenda The Service-Profit Chain Member satisfaction Vendor satisfaction Member/ vendor loyalty Chapter revenue

How to develop your brand Where do you start? Vision, mission, values and goals – do they need to be updated? Do you celebrate chapter milestones or history (past board members, anniversaries, etc.)? Does your website or logo need a refresh?

Identify, create and/or enhance your brand Consider your reputation within your membership, industry and business community How well known is your chapter? What enables your members to be brand ambassadors? What prevents them from doing this?

Identify your market – who are you marketing to and communicating with? SHRM chapters HR Florida SHRM Other professional associations HR Specialists HR Generalists Executives Small business owners Media outlets

Is there anything outstanding that needs improvements? Develop strategic partnerships and seek guidance from successful chapters, other professional organizations or even the council Enhance your brand image and finalize your program Assess and Enhance

Market your brand Identify methods/resources to market your chapter Targeted blasts Print ads Radio and television Pamphlets Business cards

Think strategically when budgeting for marketing programs Capitalize on FREE tools and resources available Solidify and maintain your relationships Market your brand

Best branding Practices All print and electronic marketing materials are consistently designed (color schemes, formatting, etc.) Press releases sent to local news papers to announce your incoming board of directors or major milestones Provide support to other organizations – career fairs, mock interviews, resume writing

Partner with other organizations to provide speakers or sponsorships for conferences and seminars Participate in charitable fundraisers – SHRM Foundation, Bird Sanctuary, Susan G. Komen Breast Cancer Foundation Provide volunteer support to HR Florida and SHRM Solicit HR industry experts for educational programs Capitalize on the reputations of your members HR Florida State Council vs HR Florida State Conference

Agenda “Your brand and your people are the most important competitive advantages in the new economy.” Robert B. Reich Secretary of Labor ( ) Maurice B. Hexter Professor of Social and Economic Policy, Brandeis University Heller Graduate School of Business

Stephen Thank you