The primary goal of the International Association of Business Communicators is to create a global network of professional communicators, at the strategic advisor level of their career, and to work with them to identify, share and apply the world's best communication practices to grow and align their organizations.
The association is focused on driving communications as a force for good in business and society and championing the profession to business leaders so they will have a better understanding of how their organizations can become more profitable with strategic communications.
IABC has a network of 102 chapters in 22 countries around the world. These chapters are divided into eight regions:
• Asia Pacific
• Canada East
• Canada West
• Europe, Middle East and North Africa
• US Heritage
• US Pacific Plains
• US Southern Region
The network of chapters, regions, an international board and an IABC staff enables the organization to deliver value.
The International Executive Board of IABC created a dashboard to track progress for key indicators of success. These include:
Track satisfaction of the over 1000 IABC leaders from local chapters in 44 countries and eight regional boards around the world.
- How effectively IABC delivers on programs, services and development or leadership opportunities (Pulled from an annual survey of leadership, on a 1-5 scale. Current target 3.75)
- Satisfaction with IABC leadership experience (Pulled from an annual survey of leadership, on a 1-5 scale. Current target 4.0)
- Number of members (Tracked monthly, looking for steady growth)
- Revenue from IABC products, excluding membership (Tracked monthly, looking at profitability of key IABC programs to determine value to membership.)
- Membership retention rate (Tracked monthly and compared to industry average of 82 percent)
- Net Promoter Score (Pulled from annual survey of membership. Baseline measure will come from survey running in April 2016)
- Revenue (Tracked monthly)
- Operating Reserve Fund and Special Project Fund (Tracked monthly, operating reserve needs to be 25-33 percent, surplus funds are then placed in Special Project Fund to test and implement new products)
- Revenue received from non-members (Tracked monthly)
• Narrowed target audience to professional communicators at the strategic advisor level of their career. Previously the target audience had been to all communicators. This specific focus will allow the association to tailor its offerings and to deliver stronger value to this group. Specifically education programs in the IABC Academy will be focused on strategic advisors, and a new certification exam is being developed so they can benchmark their skills.
• A Membership Task Force was developed to research and determine value proposition for individual and corporate members in IABC. Personas were developed for strategic advisors so that marketing campaigns for Academy classes and other programs can be more targeted and effective. This will allow the organization to reach its audience with a smaller marketing budget – instead of trying to reach everyone.
• Established Communications Committee, which developed a strategic communications plan for the external audience. Plan is being executed. This work will help the association connect with business leaders and professional communicators who are not members of the association – showcasing the value strategic communications can bring to an organization.
• Development of new IABC logo and brand. Rollout almost complete. The rollout focused not just on using the updated logo, but using the right tone of voice and understanding the brand personality of the association. This will enable chapters to market more effectively and reach new audiences.
• Survey to professional communicators to determine their needs and value of IABC. Survey rolled out end of March 2016.
• Completed upgrading website to include chapter management tools and membership enrollment. Outdated technology had created vast problems for members. The new updated site has alleviated the issues. In addition, a paywall will be put in place so that membership access to content is protected. A new Association Management System to improve the member experience even further will be added late in 2016.
• Revitalization of IABC Foundation to support communications as a force for good in business and society. This plan is currently under development and is expected to roll out in June 2016 at the World Conference.
• Updated Policy Manual and Code of Ethics to be approved in June 2016 at Annual General Meeting. The purpose of the update is to keep the information current, clear and relevant to the IABC chapters, regions and international committees and board.