A year in summary

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Tessa O’Neill’s speech at IABC UK Annual General Meeting of 30 June

As I acknowledged in my acceptance speech in June 2014, I knew this would be a year of transition and change. It almost felt like the best we might achieve in this term was to maintain an even keel until the real developments took place later this year.

But I was keen to push for innovation in our board to set some foundations for novel work that would, in line with our new brand offering, best represent IABC in the 21st century.

So our aim as a board was to create excitement around IABC, grow our network, encourage greater participation and demonstrate exceptional value of membership.

 

Our Board

The IABC board comprises expert communicators, with day jobs and most importantly with personal lives that should always take precedence over any volunteering activity.

So it’s often a challenge to give your all to something that can only be supported in your spare time – especially as there’s less and less of that nowadays!

But I have been hugely impressed this year by the dedication of all our board members and, particularly, by those who took their roles extremely seriously and delivered over and above what was expected. And special mention must go to Susan Walker, Dana Poole & Kira Scharwey for their exceptional work on events, digital marketing and membership respectively.

I’ve really enjoyed working with the team this year; it’s been a huge honour, and a steep and fulfilling learning curve. So I’d like to pause and ask all our board to stand up so we can give them a big round of applause.

Thank you! So on to our update…

Membership

Historically maintaining healthy membership has always been a challenge and increasingly so for all associations.

But, despite a slow start, overall membership has actually risen year-on-year by a not inconsiderable 70 percent. This is chiefly due to recent student sign-ups from Bournemouth University and London College of Communications (LCC).

And we are working with Bournemouth to maximise IABC’s engagement with student members (via a student representative and potential sub-committee of students who will promote IABC internally).

We also saw great success in increasing renewals during Member Month. Board members divided up the chapter’s list of lapsed members and personally contacted each of them. A bit of Nudge theory in practice!

Mentoring

The mentorship programme is becoming a USP for the chapter. It has been the main draw for greater student membership.

We currently have 12 mentors and as many mentees, with potentially 100 additional mentees joining the programme from LCC and Bournemouth over the next year.

 

We have introduced a time-limited “wave” approach to deal with the increased number of mentees. And we also hope to increase mentor numbers accordingly; offering web-based training to more experienced members.

We also signed up our first two regional mentors this year. A good way to engage established members outside the SouthEast who sometimes might feel like members-at-large.

Regional

While very much an exploratory year for Regional, it has not been without results.

We held our very first regional event – and webcast – with the South West Corporate Communicators (SWCC) in Bath in October 2014. It featured IABC’s very own Shel Holz as keynote and more than 20 people attended. Interest continues to grow.

Looking ahead, we are planning further events for 2015-16 in Bristol and Bournemouth.

We have also worked to engage members in Sheffield, South Wales, and Leeds over the coming months. So more opportunities to expand our organisation nationally.

We are in discussions with Leeds University about enrolling more than 50 students and promoting IABC to a further 200 students at the university, together with corporate members and communications professionals in the local area.

Partnerships

We have progressed our relationships with recruiter VMA, the IoIC, BOC IC, Simply Communicate and Communicate Magazine. With our members enjoying reciprocal rates at many events.

We are also trialling a paid Jobs page on the website, featuring initial contributions from VMA as well as a couple of international firms looking for UK candidates. And we now offer Corporate members free job advertising on the site.

Events

Events remain popular with members and non-members alike; the latter are especially attracted to our networking+ activities – networking plus a value-add offering such as Rapido talks or a short workshop.

A total of 241 people attended our events this year (average 30 people per event) on topics ranging from Communication Futures to Storytelling to Gold Quill winning entries.

Marcomms

Our online presence has greatly improved due to the increased focus and resource applied this year.

We have revamped the website, and visitors have more than trebled over the year. We have also seen a 50% increase in Twitter and LinkedIn followers to date.

And while the EuroComm conference in April somewhat disrupted our events schedule to begin with; we were able to maximize our involvement and provide event and marcomms support in partnership with our EMENA colleagues.

We have started to reach out to influential communications bloggers in the UK to generate awareness of, and interest in, IABC. We have encouraged them to engage with IABC through social media channels and IABC events.

We have also initiated targeted outreach to media outlets with the aim of establishing a relationship and raising greater awareness of IABC’s activities in the UK, and its relevance to the communications industry. It’s a smaller pool of publications nowadays so we have to work that bit harder to address the “so what?” factor. However, we have connected with PRWeek and CorpComms magazine and will continue to pursue media opportunities.

So we’ve both improved one-to-one engagement with current and future members through innovative initiatives such as mentoring and our regional outreach while increasing IABC’s share of voice through digital marketing, old-fashioned PR and compelling events. And that’s just the start!

 

Incoming Board

So I’m very excited to present the new board, which will take the UK chapter to even headier heights over the next 12 months. The votes have now been counted: we received 25 approvals, 0 non-approvals and 0 abstentions.

I’m delighted to announce the new Board as follows:

  • Kira Scharwey remains VP Student Membership with the additional responsibility of Treasurer.
  • Marcie Shaoul will be VP Membership (Business Development).
  • Lauren Brown will be VP Individual & Corporate Membership
  • Daniel Schraibman will be VP Regional Membership
  • Kirsty Brown will be VP Networking Events
  • Caroline Taylor-Martin – VP Professional Development Events
  • Dana Poole remains as VP Digital Communications
  • Gay Flashman joins as VP Content Strategy/Development
  • Lesley Crook becomes Director Social Media

And we also have a non-executive board this year comprising Susan Walker, Matt Frost and Stephen Welch.

Our new President Elect is Toomas Kull.  And, last and by no means least, Casilda Malagon assumes the role of President for 2015-16.

Congratulations to all of you!

Tessa O’Neill, President IABC UK

 

 

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