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Volunteer Leaders’ Webcast Series

Volunteer Leaders’ Webcast Series. Express Yourself:. Creating and Managing Your Brand. Melissa Foldvary • Manager, Marketing Communications SHRM • September 27, 2012. The SHRM Brand. Using the SHRM “AFFILIATE OF” Logo. How License through the Chapter and State Council Charters

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Volunteer Leaders’ Webcast Series

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  1. Volunteer Leaders’ Webcast Series Express Yourself: Creating and Managing Your Brand Melissa Foldvary • Manager, Marketing Communications SHRM • September 27, 2012

  2. The SHRM Brand Using the SHRM “AFFILIATE OF” Logo How License through the Chapter and State Council Charters Correct and consistent use is a SHAPE requirement Using the registrada mark Why Brand recognition Visibility Enhances marketing power

  3. Perception and Visibility Your brand and the community Currently How is your Chapter currently perceived and viewed by the community? Intended How would you like your Chapter to be perceived? Does it have the kind of reputation you are proud of? Food for Thought: “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”Jeff Bezos, CEO, Amazon.com

  4. Visual A picture is worth a thousand words

  5. Speaking Setting the message Does your Chapter have a message they would like to convey during formal speaking opportunities? • Annual goals • Membership recruitment Are there topics you would like to avoid during speaking opportunities? • Opinions • Controversial topics Day to day conversation anywhere, with anyone • At the grocery store • At the mall • In a parking lot Remember, your messaging ties back to the brand…every time.

  6. The power of the press Using press releases Standard Language Does your Chapter have standard, boiler language they include in all press releases Media relations Does your chapter have a dedicated spokesperson to handle all media inquires? • Consistency is key • Develop a relationship with the right reporter(s) Click here for a sample press release within the Working with the Media toolkit on the Volunteer Leaders’ Resource Center (VLRC) http://www.shrm.org/Communities/VolunteerResources/ResourcesforChapters/Documents/Working_with_the_Media_20091119.ppt

  7. Events In the public eye No matter what occasion, you are a representative of SHRM and your Chapter brand Holiday parties • Don’t forget about personal gatherings that could have current (or future!) co-workers in attendance Summer picnics Chapter travel or work travel

  8. Website It says it all Your website is effectively the “spokesperson” for your Chapter and should be referenced on: • Business cards • Press releases • Print pieces • Emails • Social media platforms • Marketing

  9. Consistency The little things Does your website have: Consistent messaging and tone Consistent color scheme Consistent typeface (font) Professional look and feel

  10. Social Media Using it well Content What to talk about Audience Who is following your Chapter? Who would you like to follow? Twitter What are you tweeting about? How are your tweets perceived? Do they make a personal statement about you? Is it accurate? Facebook Photos, quotes, questions The goal for Facebook should be engagement – find a way to portray the Chapters personality while remaining professional and beneficial to an HR professional LinkedIn Who is your audience? Who should you accept? Social media toolkit http://www.shrm.org/Communities/VolunteerResources/ResourcesforChapters/Pages/SocialMediaStarterToolkit.aspx

  11. Newsletters An extension of your voice Does your Chapter newsletter carry through the same look, feel and tone of your website? Color scheme Messaging Tone Does your newsletter portray the Chapter brand? Is your content current?

  12. Professional Programming Professionalism is key Content Professional, professional, professional Seminars Content, marketing, messaging should all be consistent and reflect the Chapter brand Conference A conference is an experience so try to include aspects that communicate a unique Chapter personality Networking You are representing SHRM as well as your Chapter Prepare an “Elevator Pitch” – be quick, concise and accurate when describing your work and your role in the Chapter. Ensure you engage your listener from the get-go and make it memorable.

  13. Thank you! Express Yourself: Creating and Managing Your Brand Questions?

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