Communications Strategy And Model (Kentuckiana PMI Chapter)

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Universal model and process for coordination of diverse communications from multiple sources through appropriate channels/media to relevant audiences. Proven solution was easily adopted by extended board for a volunteer professional organization serving both (PMI) chapter members and local community.

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Communications Strategy And Model (Kentuckiana PMI Chapter)

  1. 1. KIPMI 2009 Communications Strategy and Model Approved February 2009 Monica Martinson, KIPMI, 2009 VP Communications Steven Driver, KIPMI, 2009 VP-Elect Communications
  2. 2. 2009 Communications Strategic Execution Summary <ul><li>Strategic Vision and Mission </li></ul><ul><ul><li>Provided services to enable KIPMI chapter initiatives, services and operations to efficiently, effectively and consistently communicate with the local PM community </li></ul></ul><ul><li>2009 Accomplishments </li></ul><ul><ul><li>Developed and Implemented KIPMI Communications Model </li></ul></ul><ul><ul><ul><li>Implemented Consistent Download/Scrub of PMI Member Information </li></ul></ul></ul><ul><ul><ul><li>Performed QA Review for All Chapter Communications Content </li></ul></ul></ul><ul><ul><ul><li>Managed Event Communications (CVENT) </li></ul></ul></ul><ul><ul><ul><ul><li>Recurring Chapter Meetings, eNews, Adhoc Messages </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Joint International Project Management Day Event (KIPMI / Kindred) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Joint Holiday Event (KIPMI / IIBA) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Joint PMI Region 5 Leadership Conference (KIPMI / Bluegrass PMI) </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Created Information Capture Tool for Strategic Planning Workshops </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Managed Communications Calendar (kipmi.org in synch with CVENT) </li></ul></ul></ul><ul><ul><ul><li>Implemented Automated Surveys for KIPMI Events (CVENT) </li></ul></ul></ul><ul><ul><ul><li>Supported Event Planners </li></ul></ul></ul><ul><ul><ul><ul><li>PMP Training Classes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Practitioner Support Seminars/Workshops </li></ul></ul></ul></ul><ul><ul><ul><li>Co-Sponsored kipmi.org Revitalization </li></ul></ul></ul>Goal for 2009 To establish a robust and well documented communications foundation to enable future volunteer boards to efficiently and effectively communicate with chapter members and the local PM community.
  3. 3. 2009 Communications Strategic Execution Summary <ul><li>Operational Roles & Responsibilities </li></ul><ul><ul><li>Communications Manager </li></ul></ul><ul><ul><ul><li>Perform QA Review of All Communications Content Before Distribution </li></ul></ul></ul><ul><ul><ul><li>Coordinate/Execute Communications Delivery </li></ul></ul></ul><ul><ul><ul><ul><li>Maintain Communications Calendar (see kipmi.org) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Trigger Event Invitations, Reminders, and follow-up surveys </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Distribute Periodic (e.g. Bi-Monthly “eNews”) Messages </li></ul></ul></ul></ul><ul><ul><ul><li>Capture/Archive Board Meeting Decisions and Action Items </li></ul></ul></ul><ul><ul><ul><li>Maintain/Build Communications Team </li></ul></ul></ul><ul><ul><li>Channel Manager – Event/Announcement Mgmt Tool(s) </li></ul></ul><ul><ul><ul><li>Maintain Event Management Database </li></ul></ul></ul><ul><ul><ul><li>Download DEP Monthly, Scrub, and Load into Event Mgmt </li></ul></ul></ul><ul><ul><ul><li>Support Event Planners, as needed </li></ul></ul></ul><ul><ul><li>Audience Manager – Members (DEP), PM Community </li></ul></ul><ul><ul><ul><li>Respond to Inquiries; Involve Other Boards When Needed </li></ul></ul></ul><ul><ul><ul><li>Advocate for Designated Audiences </li></ul></ul></ul>Ongoing Duties In addition to delivering the initiatives identified for 2009, the communications board continues to support these recurring activities, and maintain the appropriate tools and artifacts.
  4. 4. <ul><li>Communications Process </li></ul><ul><ul><li>Guiding Principles – integrity, efficiency, relevance </li></ul></ul><ul><ul><li>Roles & Responsibilities – may vary by use case </li></ul></ul><ul><li>Managing Communications </li></ul><ul><ul><li>What Do We Communicate? Content </li></ul></ul><ul><ul><li>How Do We Communicate? Channels </li></ul></ul><ul><ul><li>Who Do We Communicate To? Audiences </li></ul></ul><ul><ul><li>Leveraging Outside Information Liaisons </li></ul></ul><ul><li>Decisions from 02/28/09 KIPMI Strategy Meeting </li></ul><ul><ul><li>Approved Proposed Approach for Communications Model </li></ul></ul><ul><ul><li>Validated Communications Model Detail (some follow-up required) </li></ul></ul><ul><ul><ul><li>Content, Channels, & Audiences, </li></ul></ul></ul><ul><ul><ul><li>External Relationships & Liaisons </li></ul></ul></ul><ul><ul><ul><li>Owners & Managers </li></ul></ul></ul><ul><ul><ul><li>High-Level Communications Process </li></ul></ul></ul><ul><ul><ul><li>Process Roles & Responsibilities </li></ul></ul></ul>How Does KIPMI Want To Communicate? Goal for 02/28/09 To gain consensus from board members on the chapter’s desired communications approach, and to validate a communications model that will enable immediate mobilization of that approach.
  5. 5. KIPMI Board – 2009 Organization Chart As-of 01/31/2010
  6. 6. High Level Communications Process – by Generic Role 2.0 Approve Proposal Concept Timing Channels Audience 1.0 Propose Communication Concept Timing Channels Audience 5.0 Review Content Accuracy Presentation 3.0 Create Content Text Graphics Video, etc. 4.0 Administer Content CVENT kipmi.org QA Reviewer Administrator Approver Content Reviewer Originator Distributor 6.0 Request Distribution Schedule Channels Audiences 7.0 Perform QA Review Compliance Coordination 8.0 Distribute Communication Schedule Channels Audiences 9.0 Provide Follow-Up Communication Support 11.0 Provide Follow-Up Content Support 10.0 Provide Follow-Up Admin Support Content Owner Content Manager/Comms Always Communications KIPMI Board / Designate Content Manager/Comms Content Manager
  7. 7. Communications Model: What Do We Communicate? Content Content Owner Monitor content to ensure alignment with KIPMI principles and interests. Designate Content Managers. May originate content. May escalate content issues to KIPMI board. Varies by month Directors, Programs VP, Programs Chapter Meetings FirstName LastName Dir, Comm Care VP, Marketing Community Care FirstName LastName Dir, Corp Conn VP, Marketing Corporate Connection FirstName LastName VP, Marketing VP, Marketing Marketing Events FirstName LastName VP, Education VP, Education University Outreach FirstName LastName Dir, Pract Spt VP, Education Practitioner Support FirstName LastName Dir, Cert Spt VP, Education Certification Support FirstName LastName VP, Education VP, Education Education Events FirstName LastName VP, Membership VP, Membership Membership Events       KIPMI-Sponsored Events 2009 Content Manager Content Manager Content Owner Content
  8. 8. Communications Model: What Do We Communicate? Content Content Manager Originate content, subject to Content Owner review. May escalate content issues to Content Owner. Will vary Will vary Will vary KIPMI Surveys FirstName LastName VP, Marketing VP, Marketing Sponsorship/Advertising FirstName LastName VP, Marketing VP, Marketing KIPMI Branding Will vary Will vary Will vary Non-KIPMI Announcements Will vary Will vary Will vary Non-KIPMI Events FirstName LastName President President By-Laws Updates     Miscellaneous Communications FirstName LastName Volunteer PM President Board Elections FirstName LastName Dir, PMCOE President PM Center of Excellence FirstName LastName Dir, Career Adv President Job Board Postings FirstName LastName President President Volunteer PM Projects FirstName LastName President President President's Announcements FirstName LastName Dir, Newsletter VP, Marketing Newsletter FirstName LastName VP, Marketing VP, Marketing Marketing Announcements     KIPMI Recurring Announcements 2009 Content Manager Content Manager Content Owner Content 
  9. 9. Communications Model: How Do We Communicate? Channels Channel Manager Monitor channel for compliance with intended usage of the KIPMI communications resource. May escalate channel usage issues to KIPMI board. FirstName LastName VP, Communications VP, Communications Email Broadcasts FirstName LastName VP-Elect, Communications VP, Communications Post-Event Surveys FirstName LastName VP, Communications VP, Communications Event Management VP, Marketing VP, Marketing VP, Education   VP, Communications VP, Web Integration VP, Web Integration   Channel Owner Director, Community Care Director, Corp Connections VP, Education   VP-Elect, Communications VP, Web Integration VP, Web Integration   Channel Manager FirstName LastName Community Care FirstName LastName Corporate Connection Marketing Channels FirstName LastName University Outreach Education Channels Hardcopy Channels FirstName LastName PMI.org (DEP Downloads) FirstName LastName Board Sharepoint Site Private Channels (secure) FirstName LastName kipmi.org Public Channels   Online Channels 2009 Channel Manager Channels
  10. 10. Communications Model: Who Do We Communicate To? Audiences Audience Manager Serve as the advocate for designated audience(s) in determining what information will be appropriate. Maintain audience member information (add/change/delete) for events and announcements. FirstName LastName Project Sponsor President Volunteer PM Leads Director, Community Care Director, Corporate Connections Director, University Outreach VP, Programs Director, Membership VP, Communications VP, Communications President Audience Manager FirstName LastName VP, Marketing Community FirstName LastName VP, Marketing Corporations FirstName LastName VP, Education Universities FirstName LastName VP, Programs Speakers FirstName LastName VP, Membership PM Louisville FirstName LastName VP, Communications Local PM Community FirstName LastName VP, Communications KIPMI Members FirstName LastName President KIPMI Board 2009 Audience Manager Audience Owner Audiences
  11. 11. Communications Model: Leveraging Outside Information Liaisons KIPMI Liaison Maintain relationship with non-KIPMI entities. Route information between KIPMI content managers and external entities to enable distribution via each others’ communications channels. We Will Use a Common Process for both KIPMI and External Content Information originating from outside of KIPMI will be handled using the standard KIPMI communications process, beginning with approval from the designated content manager. FirstName LastName VP, Education National Education Events Will vary Will vary Will vary VP, Education VP, Membership President KIPMI Liaison Will vary National Professional Events Will vary Adhoc Professional Announcement Will vary Local/Regional Professional Event FirstName LastName Local/Regional Education Provider FirstName LastName LouisvillePM FirstName LastName Region 5 PMI Chapters 2009 KIPMI Liaison Non-KIPMI Entity
  12. 12. Communications Model: Connecting Board Roles & Responsibilities with Process Board Roles & Responsibilities Support the end-to-end communications process by complying with the approval, review and distribution policies associated with the role(s) defined in the communications model. VP, Comms VP, Comms VP, Progs VP, Comms Board VP, Progs Chapter LouisvillePM VP, Comms VP, Comms VP, Memb VP, Comms Board Dir, Memb Dir, Comm Care VP, Comms VP, Mktg Dir, Comm Care Board Dir, Comm Care Community Care Dir, Corp Conn VP, Comms VP, Mktg Dir, Corp Conn Board Dir, Corp Conn Corporate Connection VP, Mktg VP, Comms VP, Mktg VP, Mktg Board VP, Mktg Marketing Dir, Outreach VP, Comms VP, Educ VP, Educ Board Dir, Outreach University Outreach Dir, Pract Spt VP, Comms VP, Educ Dir, Pract Spt Board Dir, Pract Spt Practitioner Support Dir, Cert Spt VP, Comms VP, Educ Dir, Cert Spt Board Dir, Cert Spt Certification Support VP, Educ VP, Comms VP, Educ VP, Educ Board VP, Educ Education VP, Comms VP, Comms VP, Memb VP, Comms Board VP, Memb Member KIPMI-Sponsored Events/Announcements Varies VP, Comms Content Owner Content Manager Board Content Manager   Content Distributor (Content) QA Reviewer (Compliance) Reviewer (Content) Administrator (Content) Approver (Concept) Originator (Concept) Process Role
  13. 13. Communications Oversight Monitor processes for compliance with approval and review policies. Distribute content in a manner that is consistent with the communications model. May escalate compliance issues to KIPMI board. Audiences Content Channels Communications Model: Connecting Content, Audiences, and Channels
  14. 14. Communications Model: KIPMI Events - Content, Audiences & Channels 2009 Audience Mgr 2009 Content Mgr Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey LastName Chapter Meetings / Annual Holiday Event Invite, Reminder Invite, Reminder Invite, Reminder Invite, Reminder Invite, Reminder Invite, Reminder Invite, Reminder Invite, Reminder Invite, Reminder LastName Comm Care Invite, Reminder Invite, Reminder LastName Corp Connection Varies Varies Varies Varies Varies Varies Varies Varies Varies LastName Marketing Events tbd tbd LastName Univ Outreach Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey LastName Practitioner Spt Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey LastName Certification Spt Varies Varies Varies Varies Varies Varies Varies Varies LastName Education Events Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey Invite, Remind, Survey LastName Membership Events             KIPMI-Sponsored Events LastName LastName LastName LastName LastName LastName LastName LastName LastName Content Local Community Local Business Local University Speaker LouisvillePM.com Volunteer PM Local PM Community KIPMI Member Board Audience
  15. 15. Communications Model: KIPMI Announcements - Content, Audiences & Channels 2009 Content Mgr 2009 Audience Mgr Survey Survey Survey Survey Survey Survey Survey Survey LastName Adhoc Surveys Community Outreach Brochure Brochure LastName Corporate Connection Brochure Brochure LastName kipmi.org Elections kipmi.org Elections LastName Board Elections tbd tbd tbd tbd LastName PM Center of Excellence kipmi.org Job Board kipmi.org Job Board kipmi.org Job Board kipmi.org Job Board kipmi.org Job Board LastName Job Board kipmi.org Volunteer Page kipmi.org Volunteer Page kipmi.org Volunteer Page kipmi.org Volunteer Page kipmi.org Volunteer Page kipmi.org Volunteer Page LastName Volunteer PM Projects Varies Varies Varies Varies Varies Varies Varies Varies Varies President Email with link to kipmi.org Email with link to kipmi.org Email with link to kipmi.org Email with link to kipmi.org Email with link to kipmi.org Email with link to kipmi.org Email with link to kipmi.org Email with link to kipmi.org Email with link to kipmi.org LastName Newsletter Varies Varies Varies Varies Varies Varies Varies Varies Varies LastName Marketing               KIPMI Announcements LastName LastName LastName LastName LastName LastName LastName LastName LastName Content Local Community Local Business Local University Speaker LouisvillePM.com Volunteer PM Local PM Community KIPMI Member Board Audiences
  16. 16. Communications Model: Non-KIPMI Activities - Content, Audiences & Channels 2009 Liaison 2009 Audience Mgr Adhoc Announcement May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org Varies – see KIPMI Liaisons National Local/Regional May Email and post on kipmi.org with event link & RSS feed May Email and post on kipmi.org with event link & RSS feed May Email and post on kipmi.org with event link & RSS feed May Email and post on kipmi.org with event link & RSS feed May Email and post on kipmi.org with event link & RSS feed May Email and post on kipmi.org with event link & RSS feed May Email and post on kipmi.org with event link & RSS feed May Email and post on kipmi.org with event link & RSS feed Varies – see KIPMI Liaisons Event sponsored by regional PMI chapter, PM Louisville Educational or Professional Event Educational or Professional Event (see above for PMI-related sources) May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org LastName May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org May add to bi-mthly News Email; not posted on kipmi.org LastName Existing KIPMI Relationship Non-KIPMI PM-Related Professional Events & Announcements   LastName LastName LastName LastName LastName LastName LastName LastName LastName Content Local Community Local Business Local University Speaker PM Louisville Volunteer PM Local PM Community KIPMI Member Board Audiences

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