Strategic Plan
2004-2009 Strategic Plan
5-Year-Strategic-Plan (July 1, 2004 to June 30, 2009)
Advertising Federation of East Central Indiana
July 1, 2006 to June 30, 2007
YEAR THREE
| Strategic Goals 2004-2009 | 06-2007 Annual Strategies | Objectives | Committee Responsibility Time Lines |
| MEMBERSHIP | |||
| 1. To be recognized as a diverse, strong, vibrant, regional resource for the advertising industry of East Central Indiana (Increase membership 10% while retaining 80% of members) 2% per year Benchmark - 6/30/2004 129 members |
1.1 Recruit and retain paid membership | Retain 70% of 2005-2006 membership. (83 members) Increase paid membership 2% (121 members) |
Membership Board July 1, 2006 to June 30, 2007 |
| 1.2 Increase outreach to new members | Personal contact with each new member-e-mail and welcome letter by ED. Offer a variety of coffees/socials to orient new members to club. Outreach to new members by committee chairs of member’s preference |
Membership Board Committee Chairs July 1, 2006 to June 30, 2007 |
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| 1.3 Obtain member input to maintain member interest and commitment | Conduct survey of each program meeting Increase member input of annual survey to 30% |
Program July 1, 2006 to June 30, 2007 Executive Director April & May 2007 |
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| 2. Increase diversity* of membership 10% while retaining 80% of diverse membership * Diversity measurers include race, education, gender, age, disability, and media representation Racial diversity Benchmark - 6/30/2004 1 member |
2.1 Offer two diversity awareness programs to the membership | Reaching Diverse Consumers With Outdoor Advertising What is Multicultural Today Will Be General Market Tomorrow |
Program March 9, 2007 April 13, 2007 |
| 2.2 Increase awareness for Ad Fed E.C.I. and recruitment of diverse members through diversity programs offered to the community. | Plan 1 hour seminar prior to March or April 2007 program meeting | Program March 9, 2007 or April 13, 2007 |
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| PROGRAMS | |||
| 3. To be recognized for innovative educational opportunities to members, prospective members, and the business community | 3.1 Offer national level speakers that focus on innovative trends in advertising 3.2 Increase attendance at monthly program meetings |
Offer 7 programs with speakers from outside East Central Indiana Average 72 attendance at program meetings (5% increase – 67 average at 2005-2006 meetings) Conduct survey of each program meeting to help ensure programs are meeting member expectations. |
Program July 1, 2006 to June 30, 2007 Board and Ex. Director September 2006 to May 2007 Board and Ex. Director September 2006 to May 2007 |
| EDUCATION | |||
| 4. To be recognized as the premiere resource for educational and training opportunities to members, AAF Chapter students and the community to promote the advertising industry | 4.1 Provide two $1,000 traditional scholarships and one $1,00 minority scholarship | Increase the number of applications for the minority scholarship | Select candidates for 2008 prior to March 30, 2007 Education |
| 4.2 Support BSU/AAF Chapter | $500 contribution for NSAC, if requested by BSU/AAF Chapter Post internship opportunities and student’s request for internship on web site Educate graduating seniors about benefits of AAF Ad Grad program |
Education Before April 15, 2007 Executive Director July 1, 2006 to June 30, 2007 Executive Director January 2007 |
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| 4.3. Conduct an advertising education program for high school students | Develop and implement new program for high school juniors and seniors | Education November 2007 |
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| 4.4. Educate membership on diversity related issues | Publish a quarterly column on web site | Diversity July 1, 2006 to June 30, 2007 |
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| COMMUNICATION | |||
| 5. To provide effective innovative communication to members, students, and businesses | 5.1 Publish a membership directory | Distribute early in the club year to inform members of current membership and calendar of events for year | Communication October or November 2006 |
| 5.2 Rebuild web site to reflect cutting edge design and industry trends | Expand web site capabilities to include business of the month feature | Communication Before November 1, 2006 |
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| 5.3 Develop a multi-media advertising campaign to brand the organization throughout East Central Indiana | Develop new brochure Expand PSA to include TV Weather Crawl, newspaper, radio, and billboard advertising |
Communication
January 2007 Communication September 2006-June 30, 2007 |
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| 5.4 Use media sources to promote programs, meetings and events | Publication in media at least one week prior to event—at least 15 press publications during the year | Communication September 2006-June 30, 2007 | |
| GOVERNMENT AFFAIRS | |||
| 6. Monitor advertising-related legislation on local, state and federal levels. | 6.1 Provide a brief overview of advertising-related policy and legislative developments on the federal, state and local levels to keep members fully informed | AAF Government Affairs Report will be posed five to 10 days during the congressional year | Executive Director September 2006-May 2007 |
| 6.2 Offer an opportunity for members to network with federal, state, and local lawmakers. | Offer an opportunity to meet and greet local and state lawmakers after the November 2006 General Election | Program & Gov. Affairs Chair December 2006 to June 2007 |
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| 6.3 Provide easy access to identify local and state lawmakers. | Develop and maintain links on web site to county and state elected officials in East Central Indiana counties | Executive Director September 2006-May 2007 |
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| 6.4 Educate decision makers about the implications of issues related to policy and bills they address. | Forward AAF Position Papers when issues arise. | Executive Director September 2006-May 2007 |
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| CLUB MANAGEMENT | |||
| 7. Obtain funding to carry out programs and financial obligation of the association | 7.1 Conduct 2006 Auction | Increase revenue at least 50% Increase attendance 23% (65 attendees 2005) Offer media and large value items for pre-bidding through web site 2 weeks prior to auction |
Auction Committee December 2006 |
| 7.2 Conduct 2007 ADDY program | Increase professional entries 5% Increase student entries 5% Increase banquet attendance 2% to 155 |
ADDY January 2006-February 2007 |
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| 7.3 Offer sponsorship 12 month packages | Increase sponsorships 7% (Goal $10,500 - $9,750 in 05-06) | Sponsorship Committee July 1, 2006 to June 30, 2007 |
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| 8. Implement best-practice management and operating processes to protect the resources and assets of the association. (50 % cash reserve—June 30, 2009) |
8.1 Increase cash reserve by $1,000 | $1,000 revenue over expenses will be added to cash reserve fund | Auction ADDY Sponsorship Committee July 1, 2006 to June 30, 2007 |
| 8.2 Conduct Association Self-Audit Process | Former presidents, president, and vice president will review policies, procedures, contracts, financial, and legal documents of the association with recommendations, if needed, to the board of directors. | Executive Director, Past Presidents of AdFed ECI, and Board of Directors January 2007 |
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| 8.3 Obtain Leadership Training for the 2006-2007 Board of Directors |
AAF District 6 Conference AAF National Conference |
President, Vice President & Executive Director September 2006 June 2007 |
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| 8.4 Strengthen committee structure and responsibilities | Participation on committees by 50% of members | Board of Directors & Committee Chairs July 1, 2006 to June 30, 2007 |
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