Strategic Planning and Marketing

AHMP 2012 National Conference Chapter Development Committee

September 9, 2012

Discussion Topics

• Annual report data• Strategic planning• Marketing• Examples from chapters

– Bruce Donato – Website / Event Management– Stacy Webb – EHMM Course / Annual

Conference / Golf Outing• Open discussion throughout

Strategic Planning

"If you don't know where you're going…

Any road will take you there.“Lewis Carroll

Key Definitions

• Strategic Planning is a continuous and systematic process where people make decisions about intended future outcomes, how outcomes are to be accomplished, and how success is measured and evaluated.

• Tactical Planning is short range planning that emphasizes the current operations of various parts of the organization.

Key Definitions

• Marketing is the process or technique of promoting, selling, and distributing a product or service.

• A Marketing Plan can be either tactical (short-term) or strategic (long-term).

Our Customers – US!

• ~85,000 EHS professional in the US• ~15,000 CHMMs/CHMPs• ~4,000 AHMP members• 55 Chapters in 33 states

~3000 total Chapter members 76% of Chapter members are CHMMs/CHMPs (~2300 AHMP members) 54 ave. members/Chapter (2011)34 ave. members/Chapter (2010)

Our Chapters

India

Cyber Chapter

Annual Report Data

• Member recruitment / retention• Programs and events• EHMM course• Leadership • Chapter-focused programs

Member Recruitment / Retention

Measure Recruitment Efforts

Retention Efforts

Successful 10% 15%Above ave. 27% 50%Below ave. 51% 23%Struggling 12% 12%

10%

27%

51%

12%

RecruitmentSuccessful Above Ave.Below Ave. Struggling

Membership Growth – Goal Setting

Membership Goal Setting 2009 2010 2011Exceeded goals 0% 2% 2%Met goals 15% 11% 17%Did not meet goals 15% 16% 17%Did not set goals 70% 71% 63%

0%

20%

40%

60%

80%

Exceededgoals

Met goals Did notmeetgoals

Did notset goals

200920102011

Membership Renewal Strategies

Member Renewal Strategies ResponseParticipate in AHMP combined dues program 67%Emails to expiring members 58%Renewal invoice 25%Telephone call / personal contact 23%Letter 13%Other

• Have interesting activities that keep people engaged• Provide reminders at meetings• Incentives for renewing• Offer free membership• Newsletter articles• General announcements

35%

Suggestions for Incentives

• Make membership a benefit for recertifying• Establish a greater incentive to be a Chapter leader either

financial, or in CMPs through the IHMM– 20 CMPs currently offered for Chapter Officers, Committee Chairs

• National Conference fee waiver and incentives to attend Leadership Workshop

• VP recruited and paid to attend National Conference • Pay board members Chapter dues• Pay officers AHMP dues• Offer benefits like access to professional liability insurance• Free professional development CMPs• Free webinars

CMPs – Chapter / AHMP Activities

• Recertification: 200 CMPs minimum per 5 year cycle, at least 100 must be from Professional Development

Type of Activity, description (must relate to content areas of IHMM blueprint)

CMPValue

Chapter / AHMP

Full time Employment: ≥32 hrs/week 20 / yr N/A

Membership in Industry Organization (thru 2008 only) 10 / yr A

Volunteer leadership position BoD Officer or standing committee chair,

20 / yr C / A

Attending seminars, tours, workshops, webinars 1 / hr C / A

Developing and presenting an original presentation 5 / pres C / A

Attending conferences / technical sessions 20 / conf C / A

Developing training courses 1 / hr C / A

Participation in volunteer community service 1 / hr C / A

Successful Programs and Events

Chapter Programs and Events 2009 2010 2011Successful 15% 13% 14%Above average 56% 44% 57%Below average 19% 28% 24%Struggling 11% 15% 6%

0%10%20%30%40%50%60%

Successful Aboveaverage

Belowaverage

Struggling

2009 2010 2011

What Makes a Successful Event?

0 10 20 30 40 50

–Meeting topic –Speaker

–Advance notice–Location

–Time of day–Time of month

–Day of week–Cost

Success Ranking Measure meeting success

No90%

EHMM Course

• Primary fund raising event for many Chapters

• Recommendations for course improvement– Annual review and update of all course material– Combination of words and images– Use of videos, if possible– Desk Reference

• Soft copy is poor quality• Hard copy or electronic copy is preferred

Yes NoPresent a local EHMM course 32 59% 22 41%Use AHMP course material 25 47% 29 53%

Encouraging Volunteer Participation

How does your Chapter encourage volunteer participation?

Response

Announce open positions at meetings 85%Personal discussion / one-on-one with member 83%Letter / email invitation 65%Post open positions on website 38%Post open positions in Chapter newsletter 23%Other 12%

Finding individuals to serve as Chapter officers, committee Chairs, and other volunteer positions is a challenge.

Encouraging Volunteer ParticipationWhat volunteers want and need:

• They want you to be prepared for them• They want to feel welcomed• They want to know how much time is involved• They want to learn something new• They want interesting work• They want to be socially connected• They need good training• They need you to communicate with them• They need to know their work is important• They need to be appreciated

Leadership

Process to Recruit Leaders

Programs to Develop Leadership Skills

Yes51%

NoNo

Yes24%

Leadership

Interest in Chapter Leadership

Development Program

No

Yes (90%)

Recruitment Strategies– Annual succession plan– Network to identify potential

future leaders– Interview process– VP provides slate of

candidates– Outreach during meetings and

events– Officers recruit candidates– Encourage new members to

get involved

Obstacles to Finding New Leaders

• Lack of time• Competition from other

organizations• Commitment concerns /

over commitment• Companies no longer pay

for meeting attendance• Lack of incentives or

benefits

76%67%

37%

22%

Burnout Lack ofinterest

Noprocess

Lack ofqualified

prospects

Obstacles and Challenges

12 Great 2-hr Leadership Courses

1. The Hunger Games (2012) – Great leadership qualities: have empathy for others, have a sense of duty, choose allies wisely, play to your strengths, and sometimes just surviving is winning.

2. The Social Network (2010) – Give them what they want!3. Forest Gump (1994) – Achieve great things just by being yourself.4. Apollo 13 (1995) – “Failure is not an option”. Leaders make decisions. 5. Twelve O’Clock High (1949) – Sometimes in order to build up a team, you must first

break down defiant or defeatist attitudes.6. Remember The Titans (2000) – Great leaders can bridge any gap and connect people.7. The Blind Side (2009) – Great leaders inspire.8. Dead Poets Society (1989) – No rule is so entrenched it can't be broken, no box so big

it can't be thought out of.9. Boyz in the Hood (1991) – Leadership in the face of horrible circumstances.10. Coach Carter (2005) – The challenges of mentorship, coaching and leadership.11. 12 Angry Men (1957) – How to win over diverse, hostile constituencies without resorting

to bullying or edict.12. Glengarry Glen Ross (1992) – If you are wishing to nurture happy, motivated,

successful people, carefully study the words and actions of the managers portrayed and do the exact opposite.

Chapter Requested Assistance

What services/information would help to retain members? Response

Member retention strategies 71%Member marketing templates 69%Membership marketing education 56%Member testimonials 31%Other tools/ideas:

• Satisfaction surveys• Sortable database of CHMMs and AHMP members focused by

state or region• Annual membership drive• Share other Chapter’s successful processes and success stories

(CDC Teleconferences)• Provide more member-specific benefits

13%

Chapter-focused Programs

What method of delivery and location would you prefer for chapter-focused programs to support the administration and growth of your chapter?

Response

Webinar series 25%Face-to-face at National Conference 8%Self study program 8%Face-to face at Leadership Workshop 4%Face-to face at a different venue 2%Combination of two or more 53%

Strategic Planning and Marketing

Strategic Planning Basics

• Strategic planning is all about succeeding. • A well-written strategic plan will describe

clearly how anyone can tell whether the organization is successful.

• The plan measures intended future outcomes either quantitatively or qualitatively, but it always defines threshold criteria for achieving success.

Address All Organizational Levels

Organizational• Organizational

structure• Budgetary

considerations• Facilities and

infrastructure • Communication

internal/external

Institutional• Parent

Organization• Stakeholders• Networks• Partnerships• Political will

Personal• Leadership• Roles and

responsibilities• Attitudes and

incentives• Access to information

Organizational Sustainability

Organizational Capacity

• Personnel and Structure• Roles and Responsibilities

• Technology• Legal / Administrative• Motivation / Incentives

Economic Capacity•Understand funding needs

•Generate revenue•Diversify revenue streams

•Create financial partnerships and networks

Social Value•Engage members

•Engage the community•Internal/external communication

•Know your stakeholders•Create social partnerships

and networks

To create long-tern sustainability, evaluate and manage the key

components

Organizational Sustainability Screening Tool

Organizational Sustainability Screening Tool

Organizational Gap Analysis

SWOT Analysis

SWOT analysis is a strategic planning method used to evaluate…

– Strengths– Weaknesses /

Limitations – Opportunities– Threats

…involved in a project or in a business venture.

Marketing

Marketing Plans are…

• A way to organize marketing goals and efforts

• Aligned with strategic goals• Lay out specific activities to undertake• Provide a budget for activities

Marketing Plans – Key Elements

• Executive summary• Audience analysis• List of competitors• Description of the market• Marketing goals• Efforts and activities to achieve goals• Financial and manpower needs for each

activity

Marketing Plans

• Strategies– High-impact low-cost efforts designed to reach large

groups– Targeted efforts for smaller groups– Websites, email campaigns, social media, newsletters,

posters, brochures, direct communication• Time frame

– At least a year and may include long term goals

Marketing Plans

• Benefits– Approach promotional activities in a practical,

organized manner– Provide a focused marketing effort that helps to:

• Recruit volunteers • Raise interest on an issue• Increase participation at events• Attract new sponsors• Increase donations

Nonprofit Marketing Plan Template

1. Goals2. Benchmarks and Measurement3. Situational analysis4. Target Audiences and

Segments5. Call to Action6. Framing the Message7. Best Strategies8. Tactics9. Resources10. Step-by-step Action Plan http://www.gettingattention.org/downloads/nonprofit-marketing-plan-template.html

Single Event Marketing Plan

Priority Project: 2013 Rocky Mountain Chapter EHMM Course

Marketing Elements

Goal: To promote the annual EHMM course put on by the Rocky Mountain Chapter – CHMM event and increase participation by 10% or more compared to 2012

Key Message: The EHMM Course held by the RMC each year is an excellent course teaching attendees the fundamentals of EHS&S. It is an exceptional resource providing attendees with up-to-date information on numerous EHS&S topics with a proven track record preparing students to take the CHMM certification course. Reduced rates are available for government personnel and for companies sending three or more attendees. The newly updated 2013 AHMP Desk Reference is provided with each course registration.

• Direct mailings: letters, postcards• Newsletters• RMC Website: Registration form,

information posted by 11/2012 • Post on IHMM Website by 1/2013• Post on AHMP Website by 1/2013• Communicate at General Meetings

beginning in Sept 2012• E-mails to a list you develop• Internal communications to board,

and volunteers/instructors• Information to other EHS&S

organizations by 1/2013

AHMP Chapter Guidance Manual

Create a Clear Path to Success