In early 2011 CRKN submitted the Communications Outreach project to the Community Relations category of the International Association of Business Communicators (IABC) Excel Award process to be evaluated by volunteer judges from across Canada, each a leader in the field of communications. As you recall, the Communications Outreach was a three stage project undertaken with CRKN members to inform strategic planning and shape communications at a strategic level. The goal of the project was to establish member priorities to inform the strategic planning process and create a communications infrastructure that was affordable, achievable and relevant. (Dyna Vink with Lynda Partner of Partners Marketing who assisted with implementation)The objectives were defined as follows:
1. Determine the level of awareness that exists regarding the current service offerings
2. Identify what benefits members currently enjoy from their membership
3. Establish member satisfaction with current services
4. Identify what services members would like to see in the future
5. Name perceived brand attributes associated with CRKN
6. Find out members’ comfort with different communication methods
7. Solicit quotes to assist in storytelling about CRKN achievement
The resulting reports constitute foundational work that has been instrumental in shaping the organization, establishing priorities and moving forward based on informed decision-making. The Communications Outreach project, as conceived and directed by Dyna Vink, CRKN’s Director of Communications, has earned the highest level of achievement - the IABC Excel Award of Excellence. Read the news release.
We look forward to issuing a follow-up e-survey in Fall 2011 fall in order to measure achievements against the benchmark, to measure member satisfaction and to identify any shifts in priories. Our aim is to continue delivering value to members using best practise management and communications methods.