Looking Back and Looking Ahead

Airplanes are great places to brainstorm. I had my share of airplane time in 2011. Someone recently asked me: "How many miles did you travel in 2011?" I have no idea. The mileage doesn't matter to me. Planes are valuable office time for me. I don't think about how many miles I'm flying, but the time to clearly think and plan while I am in the air.

Here's what I've been thinking and planning about marketing, communications and working with you:

The past 12 months
Lucky me. Thankful for bright, committed Association Executives who strive to get better

nSight Marketing worked with 40+ associations across the US  to help you get to know your members' needs, plan effectively, grow better leaders and think about communications in a more organized way.

The last 12 weeks
Information Gathering

• While I work, I was on my annual Q4 sabbatical. I was multi-tasking of course - working and learning, thoughtful reflection, surveying my team and target audience to get the facts and a basis for new ideas.
• I attend one major communications learning event per year. This one was at Southwest Airlines and the focus was brand and execution.
• I want insight from my customers and target audience, so I asked myself: What are my goals and what do I want to know?
• Analyzed my process and decide if I walk my talk. In other words, I want to make sure that I follow my own beliefs about my communications, and interaction with my current and potential customers.
• Formally asked my employees and support staff what we do well and what we can do better.
• I began getting nervous about starting the year at ZERO. Just like everyone else.
• Started on my plan for the new year. A plan to do better work with the heads and hands around me.

The next 12 days
Focus

• Update my brand promise and value proposition.
• Work with people around me to be sure we implement significant learning events and communications changes for the better.
• Finalize the 2012 plan.
• Stop eating and drinking so much!

The next 12 months
Passionate

• To work with associations who are determined, deliberate and aggressive in building a strong and living value proposition. 
• To help association executives and leaders create and communicate their brand and their value in order to exceed their membership and business goals.  

A wish for you
I wish you quality quiet moments - wherever you can find them.
I wish you thinking back to celebrate.
I wish you thinking ahead to get better.
I wish you a team who helps you get better in delivering the highest quality in every interaction.
I wish you joy in your work - knowing how many lives you touch in a positive way.

Happy New Year!

Looking Back and Looking Ahead

One Association's Story of Building a Communications Plan

If communications are on your Association's radar screen, then the more honest you are about your current situation, the clearer the path is to improving it.

Kudos to Boulder Area REALTORS® Association (BARA) for having the courage and the trust to bring someone in from the outside to change the way communication looks for BARA members. In her own words, here is CEO Veronica Precella's story:

"Each year the Board of Directors of the BARA gather to work on a plan that answers the question “Where are we going?” This year, as the result of an all member survey and two focus groups, it was clear that our communications to our members are inadequate. The entire BOD invested time to create the communications plan so that as we move forward, we move as a cohesive group towards our goals. Everyone has “bought in” and we are clear on the direction the plan will lead us."  

BARA's investment went beyond homework. The Board of Directors and staff attended a full day communications workshop together. After a day of discussion, brainstorming and then reaching consensus on some key communications methods, Veronica and her staff now have a document and a new process to propel their communications forward.

The feedback about the planning day was that the process was thought-provoking and creative. The Board and the staff made some efficient decisions throughout the process. They have new questions to consider and are confident about moving forward.

The plan also includes five benchmarks and measures so the Board can confirm if the new communication approach is moving in the right direction over the next year and beyond. It includes surveying members again next year to determine if the changes made a difference with the key audiences.

Kudos to BARA. Now that the plan is complete, Veronica and her staff of three will implement the aggressive, yet manageable, plan. Creating a plan can help achieve your goals - with a staff any size - if there are enough "eyes on the goal" and the goal is important enough to your future.

If you think one or more of your staff members would benefit from a communications workshop, here is some additional information on creating a simple, usable communications plan. 

One Association's Story of Building a Communications Plan