ASABE RISE ASABE RISE

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The document outlines the ASABE RISE initiative's communication strategy. It serves as a working document for enhancing engagement and re-imagining society through effective communication practices.

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ASABE RISE ASABE RISE Re-Imaging Society Engagement Initiative by E-05 Ad Hoc Communication strategy This is a working document on the strategy.

2021 2021- -2022 E 2022 E- -05 Communication Ad Hoc Committee Mission 05 Communication Ad Hoc Committee Mission A strategy (series of projects) to enhance the following 5 clusters areas of Branding, A strategy (series of projects) to enhance the following 5 clusters areas of Branding, Communication, Marketing and Outreach Opportunity Communication, Marketing and Outreach Opportunity 1. Society s core messaging and communication system 2. Member Value 3. Member / Committee Engagement 4. External Existing Partners information exchange (leverage higher) 5. Marketing of ASABE s products/services to non-ASABE members/organizations

RISE Target to improve on Key Communication Objectives Enrich member-to-member networking Ad-hoc interest groups, discussions, collaborations, Front-facing web that invites all external audiences and delivers their need for information. Parents, students, k-12 educators, those inquisitive about the field, profession, and how it makes the world a better place Potential members who do not know it yet Member-specific information Member engagement committees, councils, interest groups, task forces,

ASABE RISE Landscape ASABE Member Relationships (ASABE Audiences) Universe of ASABE Beneficiaries 2 2 1 Member Sponsors (Family, Company, School, Organizations) 3 ASABE (Communities, Sections, Committees, Foundation) Other ASABE Members ASABE Member Future Members (K-12, Post Sec, New companies) 5 3 5 4 4 ASABE RISE Improvement Modules 1. Core messaging and communication system 2. Member Expectation and Value Delivery 3. Member and ASABE "operational" engagement 4. External Partner Engagement and Sharing 5. External Audiences Invitational Engagement Enhanced ASABE Communication Process Needed Enhanced ASABE Marketing Needed

ASABE RISE Improvement Modules Core messaging and communication system Member Expectation and Value Delivery Member and ASABE "operational" engagement Committees, councils, task groups, interest groups, social groups External Partner Engagement and Sharing External Audiences Invitational Engagement

1. Societys core messaging and communication Module What: Updating ASABE Brand, Mission, Vision, Values statements to represent a more impactful ASABE future direction than today. Respect the legacy, protect the core structure and expand to attract & empower more engineers to promote change. Expand upon international, diversity and biological themes. Key How: BoT to agree on need and process to update. BoT controlling group. Possible Tactics: 1. Update Vision, Mission, and Objectives 2. Refresh ASABE Brand Name, look and feel, graphic guidelines 3. Create more inviting ASABE Marketing Public Face for all target audiences web, social media, 1. Tie guidelines and vehicles to audiences and level of jargon 4. Create long term marketing plan with ASABE budget for exposure to target groups over 3-5 years. ASABE Goals Impacted: All Priority: Highest

2. Member Value Module What: To increase member value received by connecting members to higher degree of information that they need and want easier. Make ASABE transactions easier. Provide seamless mapping of interest, wants and needs to ASABE products. To source a member s wished-for information on a regular basis from multiple sources or channels Key How: Membership Council and ASABE HQ Possible Tactics: 1. Create a "My ASABE Network" portal and seamless methods to connect to all existing committees, interest groups, partner cooperative activities, unbridled networking to facilitate ad-hoc connections between members, and enable creation of emerging interest groups. 2. Expand member profile databases to better enable networking and push content. 3. Make membership in each committee more fluid and enable continuous joining. 4. Create an automated report/letter from ASABE to any member that summarizes the member's contributions and committee output in a format that is appropriate for member s sponsors and external partners. 5. Improve communication and networking of members with ASABE Foundation. ASABE Goals Impacted: Position ASABE as Preferred Priority: High

3. Member - Committee Engagement Module What: Exchange between the members and committees of ASABE. This module manages communications to and from members to promote member/committee engagement and develops methods and tactics to increase visibility of committee output and involvement opportunities. Key How: E05 and E05/3 Possible Tactics: 1. Review and Update website & next generation Forums (Higher Logic) to make information easier for member to access. 2. Implement a digital database-driven communication portal for Committee documents, minutes, Committee Marketing Descriptor, etc. Output to be available to all audiences. 3. Enable and ensure information flow from committees and activities to stakeholders/sponsors and external partners ASABE Goals Impacted: Position ASABE as preferred, diverse and engaged association Priority:High

4. External Partners Information Exchange Module What: To create a digital infrastructure & process to share communications of various level seamlessly between ASABE partners and ASABE. Infrastructure should have regulating methods to assure appropriate quality, timeliness without manual interface. (Partners are those with existing MOU and CA agreements) Lead Groups: E-05/E05-3 Possible Tactics: 1. Proceed with website upgrade and portal for partner communication exchange. Enable exchanges both into and out of ASABE and Partners, respectively. 2. Develop process and protocols and negotiate with partner associations on level of exchange possible thru the ASABE Portal to promote Ag and Bio Engineering related information. 3. Develop process via AI or automatic acceptance to set criteria for accepting a communications and use ASABE member profile to distribute communication. Key words, phrase review should be considered in determining information. Manual administration must be minimize, however manual portal volume must be possible. 4. Develop monitoring process and how communications and provide limitation and distribution manage. Perhaps, a community manager is required. 5. E-05 to work with Foundation to define and set framework for digital information agreements (amendment to Cooperative Agreements(CA)) and to new Memorandum of Understanding (MoU) Organization including digital exchange opportunities. ASABE Goal: Advance ASABE as leading expertise of ABE Priority: Medium

5. Marketing to non-ASABE members/organizations Module What: To market increase material to non-ASABE members to communicate scope of ASABE Members expertise and ASABE Products. This will leverage committee output, expand marketing of ASABE Events, and open door for more formal partnerships. Possible Tactics: 1. E-07 improve process to enable rapid and timely ASABE responses to current events and media, publication of white papers, etc. White paper input should be solicited from membership. A Method for member to suggest white paper should be integrated into new website/forum by E-05/3. 2. E05/3 should integrate a active partner database into the web page. Membership should be able to see active partners, key contact information, scope of relationship, and methods to engage. 3. E-05 and Foundation should develop and share ongoing data about outreach activities to external organizations. E-05 should maintain a organizations under investigation area with status. 4. E-05/3 to ensure the ASABE.org first landing webpage is outward focusing and marketing to the audiences (per Committee s Product vs Audience matrix) . 5. Maintain K-12 students projects (4-H, FFA, DiscoverE, etc) 6. Maintain Secondary institutions process (remarketing) ASABE Goals Impacted: Raise the prominence of ASABE Priority: Medium

RISE Timeline First presentation strategy to BoT Review and updates Start Coordination with other committees Start role out to Society Formal request of start initiative @ BoT E-05 full roll out to Society committees E-05 coordinates on total implementation April 2022 BoT April 2022 Jul 2022 AIM Jul 2022 AIM Jul 2022 AIM Oct 2022 On going past Oct 2022