Strategy summit – at the site of #IABC17

The IABC executive committee and our senior management team met in Washington D.C. at the Washington Hilton, which is set to host the 2017 World Conference – aka – #IABC17. A great location in a great neighborhood.

We met to define our business priorities for the coming board year. It was exciting to be in the room with so many people who are passionate about IABC’s success.

Carlos Fulcher
Carlos Fulcher
Stephanie Doute
Stephanie Doute
Ron Hansen
Ron Hansen
Natasha Nicholson
Natasha Nicholson
Brook Yciano
Brook Yciano
Kirsten Peterson
Kirsten Peterson

Our senior management team kicked the session off with presentations that showcased their ideas on how to move the association forward. I want to personally thank our outgoing Executive Director Carlos Fulcher, and our now Acting Executive Director Stephanie Doute – as well as Director of Professional Development Ron Hansen, Director of Content Natasha Nicholson, Director of Finance Brook Yciano and Governance Manager Kirsten Peterson for their contributions.

We were also joined by Jodie Slaughter, President and Founder of McKinley Advisors, the company that conducted our recent membership survey. She shared trends in membership associations, which was incredibly insightful. One key point – successful associations are exploring relevant Big Data to gain actionable insights.

As we move into the last year of the 2014-2017 strategy, it was a pleasure to mark many items off the list as completed! Thank you to all our 1,000+ leaders across the world for the hard work you have put in to make that happen. Read the latest annual report to learn more.

Moving forward for this board year, we established four key business objectives to continue our progress towards our established strategic goal of achieving financial sustainability and increasing our membership retention.

While we did make advances in each area this past year, there are still improvements that need to be made to reach our ultimate goals.

1. Retention: substantially enhance the existing plan, utilizing the information from the membership survey we conducted earlier this year.

2. Technology Strategic Plan: we made significant investments and improvements in our technology over the past two years, but we must continue to wisely invest to improve our member experience and customer service.

3. Strategic Communications Plan: continue to focus efforts on our external communications and reaching new audiences to generate increased awareness about IABC. Our Communications Committee is in place and working to advance the association and our profession.

4. Strategic Marketing Plan: IABC has a lot of great products and can add significant value to members of the professional communicators profession – however, we don’t do a good job of telling our story and getting our message heard, understood and acted upon.

As to the Strategic Marketing Plan, this is a combination of a couple of objectives from our previous list of business priorities – to focus on the success of our mature products and to engage with professional communicators who are not members – but it actually will provide a platform for making that happen. Utilizing the survey data, as well as the personas developed by the Membership Task Force, a comprehensive marketing plan will be developed to sell all of our products. Initially, it will focus on Academy offerings, but quickly scale up to include all of our offerings.

A senior staff member was assigned to each objective and milestone dates were set – and we’ll keep you posted on progress.

And I hope to see you at the Washington Hilton next year for #IABC17! Mark your calendar now: 11-14 June 2017.

Dianne Chase
2016-17 IABC Chair

P.S. Got a recommendation for the #IABC17 team on who should keynote? Share your suggestion here – and please help spread the word.

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