2007-2009 (Approved 6/20/07)
Goal #1 – MEMBERSHIP
Membership will be relevant to, and be inclusive of, the financial services and insurance company planning profession, as well as emerging changes that are reflective of the industry's demographics. FICP will continue to grow its membership to be fully representative of its target demographic.
Target/Outcomes:
By 12/31/2007
1. Clearly define all categories of membership.
2. Identify the potential member universe based on the membership definitions, and use this information to market to these industry segments.
2.1 Use outside resources (HPers and the media) to obtain lists that will enhance the prospective member database to include the universe of eligible planners.
3. Determine the needs of membership by conducting a Membership Needs Assessment survey.
4. Grow membership.
By 12/31/2008
1. After defining our target audience, determine the membership growth goal and set realistic targets.
2. Act on Needs Assessment survey results and create/redefine membership products and services and/or validate existing offerings.
3. Grow membership.
By 12/31/2009
1. Grow membership.
Goal #2 – KNOWLEDGE
FICP will be a consistent and comprehensive resource of increased knowledge to people who manage and plan meetings, conferences and incentive programs, and to companies with products and services that support their efforts in the financial services and insurance-related meeting planning industries.
Target/outcomes:
By 12/31/2007
1. Conduct at least two Webinars that provide value to the membership, as determined by the feedback received.
2. Create a Web site strategy for content based on the directives of this strategic plan.
3. Continually adjust Web site content and functionality to meet the knowledge needs of the membership.
3.1 Include a library of presentations and best practices delivered at previous education events.
3.2 Include links to industry experts and resources.
By 12/31/2008
1. Create an education vision for the association that includes specific and measurable annual deliverables that will increase the perceived value of FICP membership.
1.1 Reinvent how FICP delivers knowledge, considering face-to-face meetings as well as other education delivery mechanisms.
2. Continually review all Web site and educational content for its relevance.
2.1 Develop greater partnerships with other industry associations, suppliers and media organizations, and leverage those relationships to build the FICP knowledge library.
2.2. Introduce a "brain bank" (chat room/blog) where members can share industry knowledge.
3. Develop and include a truly global educational platform (rather than focus on North America) in association educational offerings.
4. Develop curriculum tracks for progressive learning to be incorporated into the planning process for 2009 FICP events (e.g., Education Forum and Annual Conference).
By 12/31/2009
1. The Web site is considered to be a complete 24/7/365 resource for industry knowledge, and has demonstrated itself as a center of excellence.
2. Continue to explore the need to add additional traditional and non-traditional educational programming.
2.1 Develop state-of-the-art tech tools (e.g., Pod casts).
Goal #3 - MARKETING/INDUSTRY VISIBILITY
Increase the association's visibility and stature within the global financial and insurance planner/hospitality partner community, and the meetings/incentive management industry, leading to an increase in planner and company performance.
Target/outcomes:
By 12/31/2007
1. Expand the presence and stature of FICP within the meetings industry.
1.1 Evaluate FICP visibility on meeting planners' Web sites; determine scope of current industry relationships.
1.2 Expand industry media outreach to gain increased brand visibility (i.e. research industry universe and start building new relationships).
2. Continually grow and strengthen the advertising and sponsorship program with enhanced opportunities and increased ROI for HPers.
2.1 Implement new chain sponsorship model at 2007 Annual Conference.
2.2 Conduct a Webinar to explain the sponsorship model to the HP community.
2.3 Re-introduce annual sponsorship program as the Strategic Sponsorship Program, limiting the pilot program to five participants in 2007.
2.4 Create a marketing kit to sell sponsorship opportunities and membership. Mail marketing kit to HP contacts. HPers can use kit to sell FICP sponsorship program to their boss.
2.4.1 Use the kit as a supplemental piece in our membership collateral to entice HP non-members to join FICP.
3. Refine the marketing of the FICP brand; the process becomes continuous.
By 12/31/2008
1. Create and implement a marketing plan for the association.
2. Leverage relationship with CIC and other industry organizations to maximize FICP's visibility within the meetings industry internationally.
3. Expand the Strategic Partnership Program; revisit sponsorship amounts based on market demand and feedback provided by pilot program participants.
By 12/31/2009
1. Conduct an Economic Impact Study that gauges the total impact of all insurance and financial services meeting planners.