Tag Archives: Business

  • 2

Writing the Next Chapter

Category:Infosec Communicator,Leadchange,STC,STC Rochester,Uncategorized Tags : 

Change is necessary but change is uncomfortable.

We should ignore the past. We should value the past. We should just do it. We should learn from past efforts. Do we dash forward, make our mistakes and sort things out as we go? Do we assess the path forward and move carefully down it? How strong should our sense of urgency be? How fast can and should we move forward? How do we mold individual desires into a shared vision?

We need to attract new members. We want to retain existing members. We have many senior members who have contributed faithfully to STC Rochester. We have new members who may not know our past but who are willing to pour themselves into redefining our organization and positioning ourselves for the future.

These are some of the issues we face as the council charged with stewarding the Rochester Chapter of the Society for Technical Communication. We are a chapter with a long history of excellence. It’s time to write the next chapter.

I’m trying to find a path that allows us to retain the  distinctiveness of what has made us STC Rochester while moving to a model that is sustainable and will foster growth. Part of this path forward includes implementing a marketing strategy. We’ve received our marketing plan from Neil Hair’s RIT Marketing Concepts class. The plan identifies key opportunities and strategies for growth. We’ve set up a subgroup to study the plan and bring forward recommendations to our October council meeting.

Our kickoff meeting is September 21st. We’re inviting prospective members and want to be sure we can articulate why they should join STC. There is a good bit of angst surrounding this.

We need to remember to have fun.

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  • 4

Value Proposition or Vision Statement?

Category:Infosec Communicator,Leadchange,STC,STC Rochester,Summit,Uncategorized Tags : 

Our STC Rochester Council is working with Neil Hair‘s Marketing Concepts class at the Rochester Institute of Technology to develop a marketing strategy as we seek to redefine our value proposition as an STC chapter. Some members of the council had a status meeting with the Marketing Concepts class team earlier this week. The team is analyzing similar organizations in our area (ASTD, ISPI, IEEE, etc.) to determine how we compare on key activities and services.

The Marketing Concepts team’s initial slide was:

Value proposition

STC is the best network for excellence in technical communications

In our discussion at council and in following correspondence, we’ve had an extended discussion of what constitutes a Value Proposition. Although there’s been some confusion, including “what is networking,” I think we’ve decided that this is more of a Vision Statement than a Value Proposition.

Value propositions can be expressed in different ways. One way of looking at them is

Value = BenefitsCost

When STC raised its dues for 2010 to $240 per year for International +  Chapter membership, membership renewals plummeted.  For many of the members, the perceived Benefits were outweighed by the Cost.

According to Rackham (stolen from wikipedia), a Value Proposition should include the following:

  • Capability – what it is you do and how you do it
  • Impact – what benefits or difference your capability will make
  • Proof – what evidence substantiates your impact
  • Cost – the cost (or risk) of your capability and impact

If our Value Proposition includes these elements, it’s obviously a bit more complicated. We would have different value propositions for members, employers in our community, etc.

What about Personas?

Usability practitioners use Personas to help programmers visualize the different users of the software they’re creating.  A Persona is a fictional person whose “attributes” are based on different types of users and the business processes for which they might use the software. (This is obviously highly simplified.)

Could we use the concept of a Persona to help develop and articulate value propositions? Would it make sense to start with testimonials of specific members? Can I articulate the Value Proposition of STC Rochester for myself?

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