create and promote an indispensable brand
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Connecting Great Ideas and Great People
www.asaecenter.org
Content Leaders:Bill Jerome, VP/Chief Strategy Officer
Marketing GeneralDave Nershi, CAE, Executive Director, Society for Industrial & Organizational
Psychology
Create and Promote an Indispensable Brand
August 18, 2009
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Is a Brand important?
Well, consider….
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But also realize…
What if you…
Will always drive a domestic car? Are loyal to State Farm and have a GPS? Are trying to get off sugar and caffeine? Don’t like sports?
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But if they are relevant to you…
Their name and image can have a powerful impression and impact
But an exceptional brand is more than name recognition
There is something else behind its power
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What about an Association?
Can its brand be as powerful as these “well known names?”
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What is the power of an Association’s Brand?
It is our accountability to answer, “What do I get for my investment?”
It is the combination of programs, services and results. Not just words, but the “experience” of membership.
It is the rallying cry of your staff and fulfillment of your mission.
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What is a Brand?The “brand” is not a set of promises, but it is what our audience can expect from its relationship
It answers the question, “What can I only do thanks to my membership that I could not do without it?”
IT is the reflection of how aggressive you want to be to be indispensable to your members
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What is / isn’t a Brand?
What it isn’t What it isSimply a promotion of the profession
Promotion of how we make our members successful
Promise of benefits Enhanced member experience that assures we deliver on expectations
Tag line, slogan or “creative look”
Unity of a vision, benefits that deliver and respect for the membership
After thought Internal driver for all you do
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Brand Elements The brand is created based on the focus of how
we deliver a combination of three factors:
Our Unique Advantages for
Members
Our Unique Value In the
Marketplace
Our Unique Resources
The ultimate delivery
of our Brand
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Perception of Delivery Promote the profession or the members?
The profession The profession
Creating the foundation for member success
Creating the foundation for member success
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Three Parts of success
What our members expect and perceive
What the marketplace demands
How we will deliver
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Discussion
Does your organization have a cohesive brand image?
Are you currently engaged in a branding initiative?
What are the negatives a new brand image must overcome?
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Case Study: SIOP Society for Industrial and Organizational
Psychology. 7,000 members. A division of the American Psychological Association. Staff 6 full-time equivalents. Headquartered in Bowling Green, Ohio.
Mission: To enhance human well-being and performance in organizational and work settings by promoting the science, practice, and teaching of industrial-organizational psychology.
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Case Study: SIOP Challenge: the delivery of our brand:
To ensure the association’s mission is being delivered in a manner that makes membership indispensable to members and our outreach critical to the marketplace
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SIOP Brand Problem in the Marketplace
Prior SIOP Research Showed…
Negative Attributes
Introverted
Boring/Conservative
Anal-Retentive
Out of Touch with Business
No Self-Identity
Unconvincing/not persuasive
Lack of focus
Positive Attributes
Smart
Rational/Left-brained
Networked
Ethical/Professionalism
Analytical & Objective
Good work ethic
Lots of ideas
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Image, What Image?
Web site home page circa 2005.
The Web site was (and is) our main point of contact with the general public.
Yikes!
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Obtaining Professional Services
Developed a Request for Information sent to approx. 10 companies.
Visibility Committee screened and conducted phone interviews.
Funding approved by Executive Committee.
Proposed compensation vs. Program of Work (deliverables)
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Approach Membership:
Internal assessment of mission and vision. Recap of current available research. Examination of member expectations and
perception of our delivery. Summary of what would create indispensable
membership
Marketplace Study of perceptions Outline of what would create indispensable
alliances
Presentation of brand alignment.
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Our Approach toward Indispensability
1) What membership demands 2) What the marketplace demands 3) How we changed what we
delivered to meet the success measurements
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Working Together: Marketing Company/Organization
Collaborative effort Marketing company often worked as
extension of staff Interface with committee and volunteer
leaders Organized briefings with Executive
Committee. Outside perspective.
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Key SIOP Target Audiences Academics
University professors, department chairs, administrators Practitioners
In large consulting companies, in corporate settings, in individual practice
Students Large numbers, future of profession
Stakeholders Publishers, universities, consulting companies, sponsors
Other groups General public, business leaders, greater psychological community, HR
practitioners, funding agencies
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Membership perception
Image Profession Conveys
Image SIOP Currently Conveys
Image SIOP Should Convey
Research based (54%)
Academic (53%)Indispensable to business (52%)
Academic (46%)Research based
(47%)Cutting edge (34%)
Evidence based (30%)
Advocacy for the profession (29%)
Advocacy for the profession (32%)
Science based (30%)
Science based (24%)
Research based (31%)
Application based (27%)
Intellectual (24%)Beneficial to
professional growth (29%)
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Image SIOP should convey is “indispensability to business”; “cutting edge.”
SIOP brand image currently conveys a perception that heavily supports the academic side of the association.
The image SIOP members prefer more equally supports both sides of the profession: academic and practitioner.
Seen as indispensable to business: a positive descriptor for the practitioner side of the industry.
Being viewed as research based: positive for the academic side.
Attributes such as cutting edge, advocacy for the profession and beneficial to professional growth are appealing for both Practitioners and Academicians alike.
Image Profession Conveys
Image SIOP
Currently Conveys
Image SIOP
Should Convey
Research based (54%)
Academic (53%)
Indispensable to business
(52%)
Academic (46%)
Research based (47%)
Cutting edge (34%)
Evidence based (30%)
Advocacy for the
profession (29%)
Advocacy for the
profession (32%)
Science based (30%)
Science based (24%)
Research based (31%)
Application based (27%)
Intellectual (24%)
Beneficial to professional
growth (29%)
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Perceptions of I/O Psych ProfessionTop two descriptors:
Research based (54%) Academic (46%)
All AcademicPractition
erBoth Student
Research based (54%)
Research based (58%)
Research based (56%)
Research based (58%)
Research based (37%)
Academic (46%)
Academic (50%)
Academic (48%)
Academic (42%)
Indispensable to business
(36%)
Evidence based (30%)
Application based (45%)
Intellectual (32%)
Science based (37%)
Beneficial to Professional
Growth (35%)
Science based (30%)
Evidence based (41%)
Science based (31%)
Evidence based (36%)
People oriented (29%)
Application based (27%)
Science based (35%)
Evidence based (31%)
Application based (34%)
Academic (29%)
Responses not from list: Unrecognized (12%)Misunderstood (4%), Value of the profession is not well communicated (3%)
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Perceptions of SIOP’s Current Brand Image
Top two descriptors: Academic (53%) Research based (47%) 4% feel there is no brand
image
All AcademicPractition
erBoth Student
Academic (53%)
Research based (54%)
Academic (62%)
Research based (50%)
Beneficial to professional
growth (38%)
Research based (47%)
Academic (49%)
Research based (50%)
Academic (45%)
Informative (35%)
Advocacy for the
profession (29%)
Advocacy for the
profession (31%)
Intellectual (30%)
Advocacy for the
profession (31%)
Academic (34%)
Science based (24%)
Application based (30%)
Science based (29%)
Science based (29%)
Advocacy for the
profession (34%)
Intellectual (24%)
Science based (26%)
Advocacy for the
profession (26%)
Application based (23%)
Educational (32%)
Student respondents ranked “beneficial to professional growth” as top attribute.
All groups agree the SIOP brand image conveys one of advocacy for the profession, but in varying degrees.
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Perceptions of What SIOP’s Brand Image Should Convey
Brand image should endorse idea that SIOP is also beneficial to members:
Professional growth
Advocacy for the profession
All AcademicPractition
erBoth Student
Indispensable to business
(52%)
Indispensable to business
(48%)
Indispensable to business
(58%)
Indispensable to business
(49%)
Beneficial to professional
growth (43%)
Cutting edge (34%)
Research based (34%)
Cutting edge (38%)
Research based (39%)
Indispensable to business
(41%)
Advocacy for the
profession(32%)
Indispensable to
academics (31%)
Advocacy for the
profession (37%)
Cutting edge (34%)
Advocacy for the
profession (31%)
Research based (31%)
Evidence based (30%)
Beneficial to professional
growth (29%)
Science based (30%)
Cutting edge (28%)
Beneficial to professional
growth (29%)
Academic (29%)
Research based (28%)
Evidence based (28%)
People oriented (27%)
Top two descriptors: Indispensable to
business (52%) Cutting edge (34%)
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Implications from the Membership: 1) Focus on expectations of the association, not the
profession: Indispensable to business; cutting edge
Deliver in a way that is unique to the association: Unite the diversity of membership: academic foundations
that support real world issues
Present a united front: Link the membership: provide consistent opportunities to
show how we leverage the unique network to ensure cutting edge, relevant, science-based impact that is indispensable to business
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The Great Divide
Academics Practitioners
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The focus of Impact
Research of marketplace productivity
Cutting Edge application of vital
science-based workplace effectiveness
Current
Desired
Evolutionary RevolutionaryThe extent of Impact
IntegratedMarketplace Application
IsolatedAcademic
Enhancement
SIOP Brand Position / Perceptual Map SIOP Brand Position / Perceptual Map
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What about the Marketplace?
Identify who was important to us
Business community (focused on HR) Psychological community (esp. in
academia) Emerging professionals (students)
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A 5 Pillar Approach for Market Impact
Place “exclusive” articles to establish the SIOP
brand
Pre and post-event promotions
around conference
themes
Symbiotic relationships with other associations
Establish value of
SIOP to key audiences, business
leaders, HR, editors
Ensure members
are on “cutting edge” in research
and market trends
Foundational PerspectivesFoundational Perspectives
Conference PromotionsConference Promotions
Internal Engagement
Internal Engagement
Ongoing Publications
Ongoing Publications
Strategic Alliances
Strategic Alliances
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Implications from the Marketplace: 1) Focus on outcome from the profession:
Indispensable to business; cutting edge
Deliver in a way that is unique to the association: Unite the diversity of membership: academic foundations that
support real world issues
Present a united front: Work with each audience to deliver content in the context they
demand (relevant, easy to understand, on the forefront, unique) and in the format they demand (turnkey, edit-friendly, interviews for their writers).
1) Engage our membership to deliver Create platforms to solicit ongoing articles; facility joint efforts;
ensure topics are already acceptable
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What about our Delivery?
How we made the brand come alive:
More than a promise …. An experience Accountability for the staff Opportunity for our members
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Web Site Incorporating Brand ImageRevised Web site incorporates many branding recommendations, including:A descriptive tag to clarify “what we do.”
Concise definition of I-O psychology geared to general public.
Blog to serve as pipeline from members on latest trends and issues.
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Marketplace…demand
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Marketplace….recognition
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Marketplace….recognition
Dr. Dory Holland is a consulting psychologist on workplace issues who divides her time between her office in St. Louis and client work in the Washington, D.C. Area. She can be reached by e-mail at dory@aol.com or by phone at (703) 465-5208. Hollander is an active member of the Society of Industrial and Organizational Psychologists.
Dr. Dory Holland is a consulting psychologist on workplace issues who divides her time between her office in St. Louis and client work in the Washington, D.C. Area. She can be reached by e-mail at dory@aol.com or by phone at (703) 465-5208. Hollander is an active member of the Society of Industrial and Organizational Psychologists.
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Branding Statement on Member Page
SIOP... A unique community that
aligns professionals withcutting-edge research andapplied insights on what mostimpacts workplace productivity.
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Tips & Trends
Members inform us of latest projects and interests.
Allows us to fulfill perception of being cutting edge.
Members inform us of latest projects and interests.
Allows us to fulfill perception of being cutting edge.
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SIOP Exchange
Blog established to encourage two-way communication from our members.
“Uniting and promoting the vital and unique resources of the I-O community.”
Blog established to encourage two-way communication from our members.
“Uniting and promoting the vital and unique resources of the I-O community.”
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Organizational Change in Response to Branding Initiative
Consideration of Name Change Alliance building (SHRM, IPMA-HR,
EAWOP) Bridging academic-practitioner gap
(practitioner survey, changes to conference program, mentoring program)
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SHRM Collaboration
Aided by President who serves on SHRM board.
Position SIOP as source of research for evidence based management.
Book sales and new book series.
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Other Issues
Continuing the “experience” Monitor the Brand Expand our impact
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Contact InformationDave Nershi, CAEExecutive DirectorSociety for Industrial & Organizational Psychology419.353.0032Dnershi@siop.org
Bill Jerome, VP/Chief Strategy OfficerMarketing General, Inc. / CrossRoads Strategies, Ltd. 215.579.9936wajerome@verizon.net
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
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