An Ensemble Performance

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An Ensemble Performance Chapter Leader Day June
3, 2007
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Our strategy is to build a strong and healthy
Society that consistently delivers valued
offerings that serve our members and the
profession - and ultimately helps organizations
prosper. We are aligned and accountable to each
other and to the profession. We partner
National and Chapters to create the future of
the profession.
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Agenda

• Brief history of the OneVoice initiative
• Project deliverables and timeline
• How can chapters participate?

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Why?From the ASTD organizational perspective

• ASTD strategy enhance value proposition and
  market position of the Society
• Deliver a consistent member experience
• Protect the integrity of the ASTD brand
• Provide value for WLP professional throughout
  lifecycle

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Why?From the chapter perspective

• Challenges
• Membership acquisition and retention
• Leadership orientation, development, and
  succession planning
• Chapter management, especially financial
• CORE compliance
• Involving senior practitioners and CLOs
• Managing volunteers
• Need for more resources, tools, and templates

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OneVoice Team

• Sharon Wingron, Team Leader, NAC St. Louis
  Chapter
• Troy Achong, Los Angeles Chapter President
• Lois Bradley, Pittsburgh Chapter Immediate Past
  President
• LuRae Crawford, NAC Central Iowa Chapter
• Mike Cummings, East Tennessee Chapter
  President-Elect
• Rebecca Hacker, NY Metro Chapter President
• Lisa Hayes, NAC, CORE Committee Chair, Nebraska
  Chapter
• Theresa Hummel Krallinger, NAC Philadelphia
  Chapter
• Jim Maddock, NAC Puget Sound Chapter
• Katie ONeill, national ASTD member
• Carol Scanga, DC Metro Chapter
• Ken Stein, Space Coast Chapter President
• Gina Urgena, ASTD Director of Chapter Services

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OneVoice Vision

• ASTD is a partnership through which national and
  chapters collaborate to meet the needs of the
  profession and to impact organizational results
  through
• Clarified roles, responsibilities, and
  accountabilities
• Alignment of strategies and consistency of
  messages
• Active, mutual support, and resources
• Protecting the integrity of the ASTD brand

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Strategic Drivers

• Protect and enhance ASTDs brand integrity
• Make chapter leadership more compelling and
  desirable
• Reduce chapter operational burden and expense by
  leveraging our collective strengths
• Create and communicate a compelling value
  proposition for the chapter and for national to
  help deliver joint membership

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OneVoice Operating Model Goals

• Consistent messages (brand)
• Continuity/sustainable system
• Collaboration in products and services
• Financial relationship
• Operational efficiencies between chapters and
  national
• Synergies amongst chapters
• Consistent quality and value in customer
  experience
• Scalable

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Key Requirements

• Equal, open lines of communication vertically and
  horizontally toward accomplishing the goals of
  ASTD
• Documented measurable standards that chapters
  must meet to stay affiliated and to provide
  minimum expected value to members
• Documented measurable standards that national
  must meet to provide minimum expected value to
  members and chapters

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Key Requirements

• Set of materials and resources that are required
  to be used across the organization to gain
  operational efficiencies and to accomplish a
  consistent look and feel
• Leveraging existing or in-process ASTD
  initiatives (technology updates, international
  expansion, CORE compliance) to advance ASTD
  strategies
• Flexibility in the business model in
  consideration of chapter elements (not one size
  fits all)

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Key Requirements

• Each entity remains financially healthy, not to
  the detriment of the other
• Defined roles and responsibilities that foster
  collaboration and shared decision-making,
  allowing for decisions to be made at the
  appropriate organizational levels

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The OneVoice History

• Hired senior project manager
• Staff visioning meeting
• National Advisors for Chapters appointed
  OneVoice Team members

4Q05

• Created project charter
• Developed high-level project plan
• Identified key requirements

1Q06

• Benchmarked membership models with ASAE
• Reviewed former and existing ASTD membership
  models
• Conducted two focus groups of chapter leaders at
  ICE
• Identified potential OneVoice operating models

2Q06
3Q06

• Created roles and responsibilities matrix
• Conducted joint membership survey
• Delivered OneVoice recommendations

4Q06

• Began planning and work on deliverables

1Q07

• CORE Committee finalized new CORE elements
• NAC teams established value proposition,
  financial relationship, and technology
• Progress on deliverables

• How-to kits completed branding and
  communications
• Developed research process for involving chapter
  members
• Implemented education certificate partnership
  program

2Q07
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Recommendations from the OneVoice Team

• An extensive list of deliverables to provide
  additional resources to the chapters and to
  formalize roles and responsibilities
• 100 percent joint membership not required, rather
  priority will be placed on collaborating to
  increase the number of joint members

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• Implementing OneVoice
• key deliverables and timeline

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Q207 DeliverableBrand Management Kit

• Logo and graphic standards and resources to
  create an understanding of the importance of
  adhering to ASTD branding guidelines

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Q207 Branding Kit Contents

• ASTD video
• New Logo and Graphic Standard guidelines
• Chapter logo PowerPoint template
• ASTD negotiated a 10 percent discount for
  chapters that order chapter logo items through
  ASTDs logo vendor
• Branding Day materials
• PowerPoint presentation about what branding is
  and why it is important
• Games to raise awareness
• Goodies -- logo stress balls, stickers, and
  tattoos

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Q207 Additional branding resources

• Chapter logo available for download through the
  Chapter Leader Community website
• Area conference logo available through chapter
  coach
• Printing discount through OfficeMax
• Letterhead and envelopes
• Business cards
• Note cards

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Q207 DeliverableCommunications Kit

• Guidelines for communicating with internal and
  external audiences, including press release and
  annual report templates

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Q207 DeliverableEducation Certificate Program
Partnerships

• An opportunity for chapters to bring national
  programming to the local area and share the
  revenue

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Q207 Deliverable Establish Process for
Research Involvement

• WLP Scorecard chapter pilot
• Chapters in major metropolitan areas
• Chapters receive customized report with data for
  their area
• If 50 people participate from that chapter area,
  an ASTD research associate will present the data
  at a chapter meeting
• National surveys
• Sponsored surveys obtain chapter participation
  on case-by-case basis when appropriate
• TD and ASTD website surveys promote chapter
  leader participation through Leader Connection
  Newsletter and Chapter Leader Community website
• Chapter Incentive Program (ChIPs)
• Benchmarking Forum (BMF) and Learning Executives
  Network (LXN) memberships and WLP scorecard
  product now eligible for ChIPs credit
• Networking opportunities with BMF and LXN members
  as opportunities arise

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Q207 DeliverablesAdditional How To Kits

• CPLP kit
• Tools for chapters to promote the CPLP to local
  members and to make resources available to help
  prepare for the exam
• Chapter finances kit
• Information about state and federal requirements
  and ASTDs group exemption program, including a
  chapter budget template

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Q207 DeliverableJoint Membership Marketing Tools

• Marketing vehicles to encourage joint membership
  and tools to assist chapters in communicating the
  value of joint membership
• Power of 2 joint membership campaign

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Encouraging national members to join chapters

• Chapters receive the national member list to
  invite national-only members to join the chapter
  or to attend a chapter meeting
• New national members will receive information
  about chapters in their state with their new
  member kit beginning in August

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Encouraging chapter members to join national

• Chapter members of chapters on the Chapter
  Administration and Membership Program (ChAMP)
  will be eligible for a discounted 169 national
  membership starting September 1
• Sample marketing verbiage for chapter newsletter,
  website, and membership marketing materials
• Power of 2 campaign template for membership
  marketing materials

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NAC Value Proposition Team

• Purpose
• to clarify the value of chapter membership and
  joint membership
• to partner with the marketing department in
  creating the sample marketing verbiage
• Team leader
• Donna Steffey
• National Advisor for Chapters
• itrainum_at_aol.com
• [phone]

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Q207 DeliverableKnowledge Management System
Specifications

• Goal Determine specifications and make build or
  buy decision (for accessing and sharing tools,
  templates, resources, and best practices)
• Formed NAC/chapter leader Technology Advisory
  Group to
• Prioritize technology needs identified by
  OneVoice Team
• Identify requirements for technology
• Identify possible technology solutions
• Solicit input and feedback from other chapter
  leaders
• Progress
• Three conference calls conducted to date
• Deliverable by 2Q
• Requirements for knowledge management system

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Technology Advisory Team

• Current areas of review
• Centralized chapter leader resources (easy to
  find and navigate chapter leader resources)
• Chapter leader virtual networking services (a
  means of allowing chapter leaders to easily
  connect with one another)
• Leveraging ASTDs size to get discounts from
  technology vendors, such as OfficeMax, conference
  calling services, survey tools, etc.
• Searchable best practices specific to
  chapter-related topics
• Listserv communications for chapter leaders
• Data collection/survey solutions (solutions for
  conducting member needs assessment surveys, as
  required by CORE)

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Technology Advisory Team

• Team leaders
• Trish Uhl
• Director of Technology, Chicagoland Chapter
• trishuhl_at_covad.net
• [phone]
• Jim Maddock
• National Advisor for Chapters
• jmaddock_at_microsoft.com
• [phone]

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Q307 Project Deliverables More How to Guides

• Mentoring programs
• How to establish a mentoring program in the
  chapter and best practices for implementation
• Chapter awards programs
• How to create and run a chapter awards program
• Working with suppliers
• Best practices for working with local suppliers
  for win-win relationships (sponsorships, etc.)
• Incorporation guidelines/promoting ASTD Group Tax
  Exemption
• How to determine if incorporation is right for
  your chapter and how to participate in ASTDs
  group tax exemption
• Succession planning
• Guidelines and best practices for local
  succession planning

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Q307 Project Deliverables More How to Guides

• Promoting ChIPs
• How to maximize non-dues revenue through the
  Chapter Incentive Program, including templates
  for newsletter and website articles and ads
• Special Interest Groups (SIGs)
• Guidelines and best practices for establishing
  SIGs
• Community Relations
• Guidelines for representing ASTD in the community
  and best practices in community
  service/partnerships
• Public Policy
• Grassroots lobbying guidelines and talking points
  for current issues

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Q407 DeliverablesEnhanced Infrastructure

• Chapter Administration and Membership Program
  (ChAMP - membership database management),
  Customer Care, and web portal infrastructure
  ready to support significant increase in chapter
  participation
• Chapter leader virtual networking tool available
• Implement the knowledge management system
• Access to tools and templates electronically
• Plans developed for
• Cooperative regional joint programming
• Development of a National Speakers Bureau
• Chapters partnering with local educational
  institutions with all necessary support tools

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Q407 DeliverableDefined Chapter-National
Relationship

• Chapter-national affiliation (joint) agreements
  executed
• Roles and responsibilities
• Accountabilities
• Resources
• Financial relationship established
• NAC Financial Relationship Team
• Purpose to make a recommendation about what the
  financial relationship should be between the
  national organization and the chapters
• Team leader
• Meloney Sallie-Dosunmu
• National Advisor for Chapters
• sallmj_at_justborn.com
• [phone], ext. 2318

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Q407 Deliverables (continued)

• Centralized repository of jobs
• Due diligence completed for the feasibility,
  demand, and investment required
• Public Policy communications process
• in place for headquarters to communicate national
  policy issues and lobbying efforts to chapter
  leaders
• ASTD Leadership Institute (ALI)
• Virtual leadership training and development
  program completed

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• How can you,
• our chapter leaders,
• participate?

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Your participation requested!

• Add your thoughts to the OneVoice banner and mind
  maps in the Chapter Leader Room
• Participate in OneVoice Forum conference calls
• Tap into the new resources and help from your
  chapter coach

Join the dialogue!
Atlanta Chapter members
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Your participation requested!

• Provide input on the OneVoice deliverables
• Participate on one of the NAC/Chapter Leader
  Teams
• Value Proposition
• Financial Relationship
• Technology
• Submit a best practice to the Sharing Our Success
  (SOS) program
• Contribute resources to the ASTD Leadership
  Institute (ALI)

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Our strategy is to build a strong and healthy
Society that consistently delivers valued
offerings that serve our members and the
profession - and ultimately helps organizations
prosper. We are aligned and accountable to
each other and to the profession. We partner
National and Chapters - as OneVoice to create
the future of the profession.
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As an ensemble, chapters and the national
organization, make more meaningful music.