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K&C Leadership Seminar:
Report Out on Initiatives and Business Plans
Communications Strategies
Team Members
Robert Camp
Lee Hawkins
Elio Manes
K.C. Toh
June 12, 2007
Recommendation
Brief description:
1. Poor internal communication
among unit leaders (divisions,
sections, etc.)
2. Poor external communication to
members
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Recommendation
Brief description (cont’d):
• Poor internal communication among
unit leaders (divisions, sections,
etc.)
- Too much (irrelevant)
- Too little (don’t know what’s going
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Recommendation
Causes:
• Inconsistent message going out to
members
• Loss of synergy/cooperation among units
• Lack of common understanding of
mission/purpose
• Difficulty reaching target audience (lack
of focus – too broad)
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Recommendation
Poor external communication to members:
• Information not addressing what’s needed by
members
• Too much information (real message lost and
overwhelming)
• One-way communication (pushed out to
members)
- Difficult for members to communicate back
(feedback/voice of customer missing)
Little understanding of cultural communication
issues
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Initiative Overview
Initiative:
• For Internal communication
– Assess effectiveness of K&C Communique
(audience, content, usefulness, etc.)
– Explore development of “cross-roads” (whatever
format) for unit leaders to communicate
– Coordinate among all sectors to better market
information to common customers (to not overwhelm
with information)
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Initiative Overview
Initiative
• For external communication
– Technology (media) that feeds content to members
based on their interest only
– Survey of members’ technical interest (need more
data)/also serves purpose of need for feedback from
members
– Create and promote COP’s and other avenues that
allow members to connect with ASME and state their
needs*
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*Focus of this presentation
Assumptions/Risks
Assumptions:
- First focus on External communication problem (need to
first understand customer needs and then fix our
internal communication problems)
Risks/Obstacles:
- If you don’t first focus on improving External
communication, run risk of becoming very effective
communicating internally – as well as efficient in
sending out information that members may not want
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Action Plan
Schedule:
Tasks:
• Create a
• July’07 –
COP on
Feb’08
topic “Ask
ASME” (tied
to division
and section
websites)
• Market COP
to members
Responsibility:
Metric:
• K&C
• Launch
Communica
COP with
tions
enhance
Committee
ments
and ASME
staff,
including
Marketing
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Resources Needed
Resources:
Need technology platform that allows members to enter
key words based on interest on COP
- System directs user to information sources (people,
documents, websites, etc.)
- Moderator to traffic questions and direct to appropriate
unit leaders
- Not behind a sign-in (must be public and searchable)
- Need to develop rules of conduct and expectations for
COP
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Results
Success Indicators
(measures)
• Number of COP
user sessions
• User satisfaction
Metrics (targets)
• 100 sessions/
month
• 100% satisfaction
with COP
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Marketing and Reporting
• Marketing Plan:
- Roll out publicity campaign through all
Society mediums (ASMENews, newsletters,
targeted mass emails, and other
announcements)
• Reporting Plan:
- Track use of COP sessions and feedback to
all Society unit leaders (not just K&C) and
ASME Marketing Dept.
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