1. Volunteer Leaders’ Webcast Series Express Yourself: Creating and Managing Your Brand Melissa Foldvary Manager, Marketing Communications SHRM September 27, 2012

2. 2 The SHRM Brand Using the SHRM “AFFILIATE OF” Logo  How – License through the Chapter and State Council Charters – Correct and consistent use is a SHAPE requirement – Using the registrada mark  Why – Brand recognition – Visibility – Enhances marketing power

3. 3 Perception and Visibility Your brand and the community  Currently – How is your Chapter currently perceived and viewed by the community?  Intended – How would you like your Chapter to be perceived? Does it have the kind of reputation you are proud of? Food for Thought: – “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos, CEO, Amazon.com

4. 4 Visual A picture is worth a thousand words

5. 5 Speaking Setting the message – Does your Chapter have a message they would like to convey during formal speaking opportunities? Annual goals Membership recruitment – Are there topics you would like to avoid during speaking opportunities? Opinions Controversial topics – Day to day conversation anywhere, with anyone At the grocery store At the mall In a parking lot Remember, your messaging ties back to the brand…every time.

6. 6 The power of the press Using press releases  Standard Language – Does your Chapter have standard, boiler language they include in all press releases  Media relations – Does your chapter have a dedicated spokesperson to handle all media inquires? Consistency is key Develop a relationship with the right reporter(s)  Click here for a sample press release within the Working with the Media toolkit on the Volunteer Leaders’ Resource Center (VLRC) http://www.shrm.org/Communities/VolunteerResources/Resourcesf orChapters/Documents/Working_with_the_Media_20091119.ppt http://www.shrm.org/Communities/VolunteerResources/Resourcesf orChapters/Documents/Working_with_the_Media_20091119.ppt

7. 7 Events In the public eye  No matter what occasion, you are a representative of SHRM and your Chapter brand – Holiday parties Don’t forget about personal gatherings that could have current (or future!) co-workers in attendance – Summer picnics – Chapter travel or work travel

8. 8 Website It says it all – Your website is effectively the “spokesperson” for your Chapter and should be referenced on: Business cards Press releases Print pieces Emails Social media platforms Marketing

9. 9 Consistency The little things  Does your website have: – Consistent messaging and tone – Consistent color scheme – Consistent typeface (font) – Professional look and feel

10. 10 Social Media Using it well  Content – What to talk about  Audience – Who is following your Chapter? Who would you like to follow?  Twitter – What are you tweeting about? – How are your tweets perceived? Do they make a personal statement about you? Is it accurate?  Facebook – Photos, quotes, questions – The goal for Facebook should be engagement – find a way to portray the Chapters personality while remaining professional and beneficial to an HR professional  LinkedIn – Who is your audience? – Who should you accept?  Social media toolkit – http://www.shrm.org/Communities/VolunteerResources/ResourcesforChapt ers/Pages/SocialMediaStarterToolkit.aspx http://www.shrm.org/Communities/VolunteerResources/ResourcesforChapt ers/Pages/SocialMediaStarterToolkit.aspx

11. 11 Newsletters An extension of your voice  Does your Chapter newsletter carry through the same look, feel and tone of your website? – Color scheme – Messaging – Tone  Does your newsletter portray the Chapter brand?  Is your content current?

12. 12 Professional Programming Professionalism is key  Content – Professional, professional, professional  Seminars – Content, marketing, messaging should all be consistent and reflect the Chapter brand  Conference – A conference is an experience so try to include aspects that communicate a unique Chapter personality  Networking – You are representing SHRM as well as your Chapter – Prepare an “Elevator Pitch” – be quick, concise and accurate when describing your work and your role in the Chapter. Ensure you engage your listener from the get-go and make it memorable.

13. 13 Thank you! Express Yourself: Creating and Managing Your Brand Questions?