K&C Leadership Seminar:Report Out on Initiatives and Business Plans

Communications Strategies

Team Members

Robert Camp Lee HawkinsElio Manes

K.C. Toh

June 12, 2007

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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*

*Focus of this presentation

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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

Tasks:• Create a

COP on topic “Ask ASME” (tied to division and section websites)

• Market COP to members

Schedule:• July’07 –

Feb’08

Metric:• Launch

COP with enhancements

Responsibility:• K&C

Communications Committee 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.