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Goal I. VACE will increase its membership through marketing and branding, strategic alliances, and through membership retention. A. Membership Expansion B. Marketing and Branding D. Member Retention Membership Information Strategic Plan - continued Goal II. VACE will utilize a variety of means to provide professional development, training, and networking opportunities. B. Professional Development/Training Outside of Conference Goal III. VACE will continue to incorporate dynamic, systematic, and collaborative administrative resources. A. Web Resources B. Financial Stability C. Capacity to Achieve Goals Related Organizations
2014 VACE Strategic Plan
Objectives/Outcomes:
1. To increase total membership by 50 (insert membership # total as of July 1, 2010) in next 5 years (2014)
Strategies:
a. Identify and develop recruitment strategies targeting new college members from underrepresented or non-traditional institutions, e.g., community college, accredited for-profit schools
b. Recruit graduate students interested in the college recruiting and career services professions
c. Identify and develop recruitment strategies targeting new members from contiguous states and the District of Columbia
d. Identify and develop recruitment strategies targeting new employer members based on size, industry, and location; and aligning recruiting targets based on current employment/hiring trends
e. Focus on colleges in key locations/areas in order to increase VACE employer membership
Objectives/Outcomes:
1. To increase/expand membership in VACE and conference participation through effective marketing/branding initiatives
Strategies:
a. Target small businesses (estimated to be huge growth area when economy emerges), including private or third party firms with whom small businesses contract to manage recruiting/hiring activities
b. Establish a marketing/branding plan that addresses:
- Geographic areas (employer relations within 703-, 804-, 757- calling areas)
- Industry (competitors)
- Size (chambers, list, sort)
- Other ways of networking through our members (LinkedIn, Career Fairs)
c. Develop marketing plan for annual conference that focuses on importance and value of conference attendance
C. Strategic Alliances
Objectives/Outcomes:
1. To partner with at least #? associations/organizations resulting in new membership growth and professional development opportunities
Strategies:
a. To identify associations/organizations whose membership and activities offer the potential for mining new members
b. To identify and develop alliance opportunities with:
- Other regional associations
- Contiguous state associations and regional consortiums
- Business, trade, governmental, and professional associations/organizations (SHRM, Chambers, VCDA, etc.)
- Collegiate and alumni organizations and associations
Objectives/Outcomes:
1. To maintain organizational involvement when individual members resign
2. To retain current membership levels amidst economic change
3. To coordinate and align retention initiatives with marketing, member expansion, and programmatic/networking initiatives to ensure continuing memberships
Strategies:
a. Identify value for existing members amidst economic change
b. Identify ways to welcome and orientate new members to VACE
c. Educate members about maintaining consistent organizational involvement
d. Assess member benefits to ensure VACE is offering the right, value-added benefits to justify continued membership
e. Utilize current VACE programs such as scholarships to demonstrate the value that VACE adds
f. Ensure that programming at conference meets needs of members
g. Consider creating a new class of transitional membership for members resigning from organizations or changing positions: limited time frame, relevance of position to recruiting
- Develop discussion groups (virtual, low cost) to support open and informal communications about recessionary strategies
- Offer networking opportunities specific to job opportunities and transitions (regional events will assist with those seeking new connections)
f. Reinstate mentor/mentee program and create a definitive process for new members to join mentor program
A. Professional Development-Annual Conference
Objectives/Outcomes:
1. To increase conference appeal
Strategies
a. Offer employer and college site visits
b. Remind members how VACE is different from other regional or national conferences
c. Offer quality programs/session on topics of interest to members by proactively reaching out to and cultivating presenters who are leaders/experts in the profession
2. To attract diverse members by expanding programming options, including opportunities for special interest groups to network during the conference
3. To increase organization visibility by offering attractive sponsorship opportunities
4. To coordinate and align annual conference goals and strategies with marketing and member expansion initiatives
Objectives/Outcomes:
1. To increase number of professional development, training, scholarship, and networking opportunities annually
a. Survey membership to determine topics to address, delivery methods, times of year
2. To utilize technology and regional groups to make programming more cost efficient
3. To coordinate and align professional development and training strategies with marketing, member expansion, annual conference and web resources initiatives
4. Offer scholarship opportunities that attract new members and support current members such as graduate students
Objectives/Outcomes:
1. To create an inviting, easy to use "one stop shop" for accessing information and services
2. To increase contributions to and activity on the web site by members
3. To increase member communication/exchange/collaboration
4. To facilitate and support the work of VACE board and committees
5. To capture and provide access to memorable events and activities and serve as a depository/archive for association documents
Strategies:
a. Identify and form a task force
b. Survey members to identify desired features, affinity groups, how members are already using the web
c. Develop a networking system
d. Research/identify content management system to meet needs
e. Establish standards/authentication/training
f. Address committee structure and how to best manage current and future web and technology issues, needs, changes, i.e., Steering committee vs. tech committee
g. Address and propose guidelines for Moderator role
h. Expand calendar features
i. Consider utilizing social networking sites as a means of learning and networking
6. To coordinate and align development of the web and technology services with other strategic initiatives to ensure members experience the benefits and value-added
Objectives/Outcomes:
1. Maintain the financial affordability that VACE offers to potential and current members
2. Offer financial rewards to members
Strategies:
a. Consider offering a member referral rewards program
Objectives/Outcomes:
1. To develop measures/metrics for each of the VACE goals and processes for collecting and maintaining data that enables the VACE leadership and members to assess VACE's achievements and progress toward goals
Strategies:
a. Distribute strategic goals and implementation strategies to members via the VACE listserv to solicit feedback and questions
b. Distribute strategic goals and implementation strategies to members at Annual Conference and engage them in discussion of strategies and initiatives for achievement of goals
c. Determine a priority structure for the strategic goals in order to understand what VACE considers to be most and least urgent
d. Ensure the strategic plan remains a "living document" by embedding it into board and committee activities, reporting annually on progress toward achievement of goals, and by ensuring its accessibility to members on the VACE website
e. Establish a base line of measures/metrics - where we are now - in order to know where VACE needs to be
é 2005 VIRGINIA ASSOCIATION OF COLLEGES AND EMPLOYERS
