Download Operational Goals

Operational Goals & Logistics
ACM Marketing Committee (MC)
(Effective Oct 1, 2016)
Operational Goals
MC members:
 Will work to provide advice to and support the marketing of Practitioner Board programs.
 Define tasks with SMART objectives (specific, measurable, achievable, relevant, time-bound)
 Leverage their relationships network (bring in experts within their network to contribute).
 Identify data to make SMART decisions and to take proper actions for improving marketing
performance (satisfaction/affinity, usage, advocacy …) on each of the Practitioner Board
programs.
 Determine how to obtain this data (e.g., determine what questions to ask, and how to leverage the
data to make data driven decisions/actions for marketing performance improvements).
 Define metrics and context to justify the marketing of Practitioner Board programs.
 Analyze Practitioner Board programs--usage trends over time:
o Which product or service require adjustments to marketing actions and what is the impact
of these actions?
o Which product or service marketing needs added investment and what broader value ROI
(including intangibles) should be used to continue the investment?
o What are the marketing-related SWOT (internal strengths, internal weaknesses, external
opportunities/threats) to each product and service?
o What are the Practitioner Board programs marketing-related need/want/satisfaction gaps
and how can the gaps be closed and addressed by changing the marketing of our specific
products and services?
 What users like/don’t like?
 What do users want/need that we don’t have?
 How do we find out this information?
 How do we measure the gaps and the closing of the gaps?
o What marketing questions should we be asking and actions should we be taking to ensure
that:
 We exceed our user needs,
 Users are highly satisfied with our services,
 Users become Practitioner Board Program advocates,
 The Practitioner Board program usage/growth trends are moving up, and
 User want/need/satisfaction gaps are addressed.
Staff Coordinator
 ACM’s Education Manager will support the MC as the staff liaison working with the Marketing
Manager and Digital Communications Coordinator
MC Meetings/Communications
 The MC will conduct regular phone calls (monthly or bi-monthly, as necessary), coordinated by the
ACM staff liaison.
 MC members will be added to the MC listserv ([email protected] , which
serves as a forum for group discussion.
The ACM staff liaison will make arrangements for a face-to-face MC meeting once per year. If
invited Core MC members are unable to secure financial support elsewhere, ACM will cover the
costs of their meeting travel.