CMA Manual 2019 Chapter Management Awards - IABC
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2019 Chapter Management Awards CMA Manual
Contents
Contents ........................................................................................................................................................ 2
About the awards.......................................................................................................................................... 3
IABC1720 Strategic Framework .................................................................................................................... 4
CMAs at a glance ........................................................................................................................................... 4
About Chapter of the Year Award................................................................................................................. 5
How to Enter ............................................................................................................................................. 5
Work Plan .............................................................................................................................................. 6
How to submit........................................................................................................................................... 6
Categories ..................................................................................................................................................... 7
Communication Management .................................................................................................................. 7
Community Involvement .......................................................................................................................... 7
Chapter Events .......................................................................................................................................... 8
Engaging Students & Young Professionals ................................................................................................ 9
Financial Management ............................................................................................................................. 9
Membership Marketing .......................................................................................................................... 10
Mentorship ............................................................................................................................................. 11
Professional Development ...................................................................................................................... 11
Sponsorships/ Partnerships .................................................................................................................... 12
Strategic Planning ................................................................................................................................... 13
Volunteer Engagement & Leadership Development .............................................................................. 13
Sample Winning Entries .......................................................................................................................... 15
The Do’s and Don’ts: ................................................................................................................................... 15
Checklist ...................................................................................................................................................... 15
Key Dates: ................................................................................................................................................... 15
2About the awards
The IABC Chapter Management Awards are an annual awards program that recognizes the leadership,
management, creativity and teamwork of IABC chapter leaders around the world.
In 2018, the Chapter Management Award Task Force revised some award categories, as well as the
evaluation process, to ensure that CMAs are a relevant, vital and accessible feature of IABC volunteer
leadership. We have also added a category covering Mentorship
This year, you will note that several categories, and their criteria have been updated or renamed. We are
looking to highlight chapters that have incorporated ‘Lazy Leadership’ thinking into their management.
We also want to ensure that smaller, or struggling chapters, with more modest annual work programs
have an opportunity to showcase their achievements.
Thank you to the leaders from IABC Edmonton, the 2018 International Chapter of the Year, who will
complete the evaluations for the 2019 CMA program.
We hope you enjoy and embrace the new and improved IABC Chapter Management Awards - we look
forward to learning more about your chapter’s successes in 2018!
3IABC1720 Strategic Framework
As you prepare your entry or entries, please consider how your chapter incorporates IABC’s vision,
philosophy, and value propositions into chapter management strategies.
Vision:
Professional communicators at the heart of every organization.
Purpose:
To advance the profession, create connection and develop strategic communicators.
Philosophy:
IABC pledges to:
Represent the global profession.
Foster a diverse community.
Focus on insights and results.
Honor our Code of Ethics.
We will achieve this by being open, contemporary and professional.
Value Proposition:
IABC is the only global association connecting me with the people and insights I need to drive business
results.
CMAs at a glance
Eligibility: All chartered IABC chapters are eligible to enter.
Time Period: Work done between 1 July 2017 and 15 November 2018 is eligible for entry. If you are
submitting a multi-year project or program, only the results for the current year will be considered.
Deadline: The deadline for entries is 11:59 p.m. PST, 4 December 2018.
Divisions:
• Division 1: Large chapters (201 or more members)
• Division 2: Medium chapters (76 to 200 members)
• Division 3: Small chapters (15 to 75 members)
Chapters may enter as many categories as desired and have the chance to win awards of Excellence or
Merit in each category, as well as the Small, Medium, Large and International Chapter of the Year awards.
Categories: Chapters that enter a single category can be a winner in that category. There are 11 CMA
categories:
• Communication Management
• Community Involvement
4• Chapter Events
• Engaging Students and Young Professionals
• Financial Management
• Membership Marketing
• Mentorship (new!)
• Professional Development
• Sponsorships and/or Partnerships
• Strategic Planning
• Volunteer Engagement & Leadership Development
All entries are the property of IABC and may be reproduced in the Leader Center, Leader Letter and other
IABC material as appropriate.
Evaluation:
• Merit Award: Entries scored between 5.25-5.74
• Excellence Award: Entries scored between 5.75-7.0
Please note:
• Merit winners receive a commemorative award. There can be multiple merit winners in each
category.
• Excellence winners receive a commemorative award. There can be multiple excellence winners in
each category.
About Chapter of the Year Award
In order to be eligible for Chapter of the Year in each chapter division:
• Small chapters need to submit at least two CMA entries.
• Medium chapters need to submit at least three CMA entries.
• Large chapters need to submit at least four CMA entries.
• The minimum number of entries requirement only applies to chapters competing for Chapter of
the Year. Chapters can submit one entry or as many entries as they would like.
• Winning chapters in these divisions receive a commemorative award and a USD$200 stipend that
can be applied toward a future chapter program. The more categories you enter, the greater
your chances of winning Chapter of the Year.
• In addition to a commemorative award, The International Chapter of the Year will receive one
free registration to the 2019 IABC World Conference, taking place from 9-12 June 2019 in
Vancouver, BC. The complimentary registration must be given to a chapter leader.
• The 2019 International Chapter of the Year will be responsible for judging the 2020 CMAs.
How to Enter
Evaluators look for imaginative, innovative programs with clearly stated, measurable goals and objectives.
The more complete your entry, the better your chances of winning an award.
For each entry you are required to submit a work plan and at least one work sample, all in PDF format.
You may find that a specific program or event fits into multiple categories. Chapters are welcome to enter
5in both categories or just the one that they feel fits best. If your chapter enters both, the entries should
not be the same.
Work Plan
The CMAs are an opportunity for you to tell your chapter’s story. Please keep in mind that you are not
competing with other chapters when you submit a CMA entry, rather, you are sharing your success story
with the evaluators. The work plan outlines what you set out to do, how you implemented, and what
outcomes resulted.
• Please use the name of your chapter and the category of the entry as the title of your award.
Example: IABC Saskatoon: Communication Management
• Eight-page maximum (minimum 10-point type)
• US Letter or A4 sized paper
• Please use headings and bullet points as needed
• Work Plan is a statement of your chapter’s goals or objectives and how well your programs and
projects met them
• Entries will be evaluated on the merits of the programs and projects described and the extent to
which stated goals were met or analyzed
• Past winning work plans are available for reference on Leader Centre.
There are five sections required to be covered in a work plan.
• Goals and Objectives: State the purpose and desired results of each activity, project or program.
Clearly define what your chapter set out to achieve.
o Let the evaluators know why this goal was important for the chapter. Why was this goal
set?
o Include the chapter history, market environment, or other factors the evaluators should
consider.
• Budget: Provide budget for the program or initiative.
• Implementation: Describe the strategies or tactics your chapter used to achieve these goals.
o Include any obstacles encountered and how the chapter responded to them (if
applicable)
o Include methods of communication and transparency.
• Measurement: How did the chapter measure effectiveness of the initiatives?
o If the program did not meet its goals, provided an analysis of how the program or
initiative could be improved based on your learnings.
• Results: Evaluate the results, compared to your chapter’s goals and objectives.
How to submit
Entries will be submitted using a new online platform, OpenWater. The portal will be open for entries to
be submitted in mid-October.
6Categories
Be sure that your entries cover everything that is included in the rubric for that category. The descriptions
below provide outlines of the types of things that the evaluators would like to see in each entry. Entries
are evaluated based on the chapter’s own goals and successes, and are not compared to other entries in
the same category.
Communication Management
Why it’s important: Effective communication management is vital to growing the IABC brand and the
chapter. Through communication, chapters establish visibility of local events, have opportunities to
engage members and non-members, and create connection among business communicators.
Describe your chapter’s communication objectives and your efforts to measure and evaluate their
effectiveness. This can include social media, online newsletter, and other marketing campaigns. Be sure
to include your chapter’s position and tell the story of your chapter’s goal and why it was set. Use the
below as a guide while preparing your entry:
1) Internal Program
• Describe how you communicate with your members. For example, your chapter, social media,
newsletters, letters from the president and meeting promotion.
• Describe your feedback systems. For example, membership surveys, meeting and program
surveys, open board meetings with member question-and-answer sessions and/or social media.
2) External Program
• Describe how you communicate with external audiences. For example, how you use media
and/or social media to promote your chapter, market your events and services to prospective
members, increase awareness of your chapter and the IABC brand, advertise within the
profession and in the business community, build online communities, celebrate member
accomplishments and address communication issues.
3) Branding
• Describe how the language and messaging in your marketing and communication efforts support
the IABC brand.
• Describe how your chapter uses the visual aspects of IABC’s brand guidelines. Is the chapter
following the guidelines on its social media sites, brochures, marketing copy and logos? Do you
incorporate the values, visual elements and tagline outlined in the IABC brand guidelines?
Community Involvement
Why it’s important: Chapters play a key role in enhancing IABC by building relationships with local entities,
expanding the IABC brand, and establishing positive relationships among the local community.
Describe your strategies to enhance the reputation of IABC in your community and how you evaluate
those efforts. Tell the story of how your chapter has worked to enhance the reputation of IABC and why
this is important to the chapter. Use the below as a guide while preparing your entry:
71) Community Engagement
• Describe your outreach programs. For example, volunteer PR or communication programs,
assistance for nonprofit organizations, job placement services or literacy programs.
• Describe how the chapter fosters a diverse community through outreach, and programming, and
honoring the IABC Code of Ethics.
2) Expanding IABC initiatives
• Describe how the chapter builds the brand by promoting IABC initiatives. Have you built
relationships with local institutions to promote the new corporate membership model? Has the
chapter utilized certification as a tool to develop local communicators and increase engagement
within the community? Do you promote IABC webinars as professional development
opportunities?
3) Leveraging the IABC Value Proposition
• Describe how you interact with other professional groups. For example, activities with IABC
chapters, professional associations or business organizations.
• Describe how the chapter manages local competition and utilizes the IABC value proposition to
engage members and non-members.
Chapter Events
Why it’s important: Events are a great way to demonstrate the IABC purpose of advancing the profession,
creating connecting, and developing strategic communicators. In this category, there is flexibility for you
to demonstrate success in delivering value in various ways. This can include, but is not limited to, annual
event programs, awards ceremonies, conferences, galas, or a limited series of events such as networking
events.
Describe your event and why it was a valuable opportunity for the chapter. Provide a clear chapter goal
that demonstrates the chapters needs and how your chapter used this event(s) to engage local
communicators and members. Use the below as a guide while preparing your entry:
1) Event strategy
• Describe what led the chapter to plan this event or series of events? Was it inspired by the result
of a member survey? Were you a struggling chapter looking for ways to re-engage members?
2) Event management
• How has this program created connection among members and engaged non-members?
• How did chapter leaders/volunteers collaborate to plan for this event?
3) Event Marketing
• How was the event marketed? Did the chapter reach its target goals for revenue or attendance?
How many members attended vs. non-members?
8Engaging Students & Young Professionals
Why it’s important: Students and young professionals are the future of IABC. By engaging them early in
their careers, they have opportunities to grow professionally and make meaningful connections. There is
also opportunity for chapters to build a leadership pipeline by engaging new IABC members, including
students and young professionals.
Describe your strategies to connect with students/young professionals and how you measure those
efforts. Many chapters lose students/young professionals after they transition to professional members.
Tell your chapters story of how it’s worked to eliminate that risk and keep those members engaged. Use
the below as a guide while preparing your entry:
1) Engagement
• Describe how the chapter has created diverse opportunities to engage students and young
professionals. Does the chapter have a mentorship program, offer scholarships, career-
counseling, etc.?
• Does the chapter partner with a local university? How does the chapter engage those members
to stay involved with IABC after they graduate?
• Describe efforts to create connection among young professionals? Does the chapter host a
monthly networking event at a cool location? Has the chapter established a special interest group
that engages young professionals?
2) Relationship Building
• Describe how you promote IABC to universities, professors, students and the educational
community. For example, speaking engagements, meetings or discussions, curriculum support,
fee discounts, advisory board service, or social media initiatives.
• Does the chapter have a plan in place to engage these members in volunteer opportunities?
Financial Management
Why it’s important: Strong financial management practices create opportunity for chapters to invest in
their membership. Transparency is vital to building trust among board members and chapter members.
Describe your financial management strategy and policies, including training for board members, sources
and uses of income and special challenges. Describe why it’s important to your chapter to have clear
financial procedures. Use the below as a guide while preparing your entry:
1) Procedures
• Describe how your chapter’s budget, financial policies, expenditure procedures and budget
evaluations are created. To demonstrate your procedures, attach the following:
o Budget (income and expense) for the year entered and how it supports the chapter’s
goals.
o One month’s financial report (within same budget year) with budgeted and actual
numbers, results of operations, and reconciled cash balance for the beginning and end of
the period
9o Other internal reporting forms (income receipt form, check request form, financial policy
manual)
o Auditor’s report, if available. If not, comment on your audit policy
• Describe your reconciliation procedures, cash flow management and other financial controls.
2) Transparency
• Describe how chapter leaders are kept informed about the chapter’s financial position.
• How are leaders trained/onboarded to manage chapter finances?
• Does the chapter provide visibility of chapter finances to member? Describe how.
• Were there any challenges that led the chapter to tighten its finances? Did the chapter
overcome?
3) Member value
• Describe how these procedures have set the chapter up to create new opportunities for
members. Did you exceed a revenue goal that allowed the chapter to invest in savings or in
additional opportunities for members?
Membership Marketing
Why it’s important: Chapters play a key role in expanding IABC by recruiting and engaging members and
contribute to IABC’s aim to advance the profession, create connection, and develop strategic
communicators. Chapters can provide a unique opportunity by creating diverse programming and
networking opportunities that appeal to local communicators.
Describe the chapters marketing goals and how they are implemented. Tell the story of how your
chapters marketing strategy has grown the chapter, engaged members, and expanded the IABC presence
within the local community. Use the below as a guide while preparing your entry:
1) Marketing Methods
• What resources does the chapter use for marketing campaigns? Does the chapter have a stellar
website or send an e-newsletter? How are members engages using various media platforms?
• Is the chapter doing something unique to market chapter events and engage new audiences? Tell
the story of how this method has expanded the chapter’s presence.
2) Recruitment and Retention
• Describe how the chapter uses marketing to grow the chapter? Are there goals set to reach a
new audience? Do communications appeal to current members?
• Describe the programs that are established to keep existing members engaged and encourage
them to renew their memberships. This might include membership surveys, program surveys,
programming, etc.
• Does the chapter have a membership drive? What incentives are offered? What marketing
strategies are used? Provide samples, if possible.
• How does the chapter welcome new members? Are welcome calls or emails sent? Does the
chapter hold breakfast or lunch meetings for new members? Are there orientation activities that
highlight member benefits?
10• Describe efforts make to work with companies and HQ staff to recruit corporate memberships.
• Describe how the chapter uses certification as a value to members and employers.
3) Special services
• Describe special services that are offered as a member benefit. This might include job placement
services, freelance services, special interest groups, etc.
• Describe any special member recognition programs.
Mentorship
Why it’s important: Mentorship enhances the three pillars of IABC’s strategic framework to advance the
profession, create connection, and develop strategic communicators. Mentoring can increase member
value and engage senior and early career professionals.
Describe your chapter’s mentorship program and the unique value that it brings to members. Tell the
story of how your mentorship program has grown the chapter and fostered engagement among
members. Use the below as a guide while preparing your entry:
1) Engagement
• How many members are a part of the mentor program?
• How long has the chapter had the program?
• How does the chapter determine its success and the value for mentors and mentees? Please
share survey samples.
• How is the program promoted? Do you have a web page or marketing campaign that you can
share?
• Has the chapter experienced any challenges with the program? Describe the challenge and how
the chapter was able to move beyond it.
2) Alignment
• How does the program tie into the chapter’s strategic plan?
• Is the program aligned to IABC’s global standards and career roadmap? (We represent the global
profession. We create connection. We are a diverse community. We focus on insights and
results.)
Professional Development
Why it’s important: Professional Development can play a key role in member engagement and growing
membership. Chapter’s develop opportunities for learning that help communicators grow and can
demonstrate the value of IABC to local employers.
Describe your PD program strategy and how it is used to build community among local communications
professionals. Describe how the program meets member needs and engages non-members. Use the
below as a guide while preparing your entry:
111) Programs
• Describe how the chapter determined member needs and built a program aimed at maximizing
member value. Does the program meet diverse member needs?
• Explain how your program approaches PD and describe how the content is selected? Does the
chapter aim to meet the needs of different experience levels?
• How did the chapter determine it attendance and/or revenue goals for the program?
• Is this a stand-alone program or a series?
• How has the chapter provided member value with limited resources?
2) Providing value
• Is the chapter doing something unique that allows it to reach a larger audience? Are there
opportunities for lunch events, webinars, workshops, etc?
• How does the chapter promote IABC programs that are designed to provide PD and career
development? Has the chapter utilized free IABC webinars as an opportunity to build community
with limited resources?
• Describe efforts to engage different audiences such as senior communicators, young
professionals, special interest groups, and more.
Sponsorships/ Partnerships
Why it’s important: Sponsorships and partnerships are a great way to expand the global presence of IABC
and provide unique opportunities for chapters to generate revenue. These relationships can also lead to
additional benefits for chapter members.
Provide and overview of your sponsorship/partnership activities and how the chapter has leveraged the
relationship to expand its presence. Use the below as a guide while preparing your entry:
1) Sponsor/Partner identification, recruitment, and management
• How do you identify and recruit sponsors or build relationships with partners?
• Provide an example of a sponsorship agreement and/or a sponsorship brochure.
• How do you manage sponsor relationships? How do you use partnerships to engage new
audiences?
• What steps do you take to protect member data and the IABC brand? Were the IABC Code of
Ethics followed?
• What opportunities are provided for sponsors/partners to engage with members?
2) Sponsor/Partner value
• What value was promised to the sponsor/partner and did the chapter deliver?
• What was the sponsor or partner’s satisfaction with the arrangement and how was this
determined?
• Has the sponsor agreed to or expressed interest in future opportunities?
12Strategic Planning
Why it’s important: The #IABC1720 strategic framework aims to advance the profession, create
connection, and develop strategic communicators through a proactive approach to thought leadership
and by enabling communicators to prove their impact on the organizations they serve using insights and
results. By aligning with the strategic framework, chapters create opportunities to grow with the
association and meet member needs.
Describe how your chapter has aligned with the #IABC1720 strategy and IABC’s stated purpose to
advance the profession, create connection and develop strategic communicators. What is your chapter
doing to identify challenges and establish plans to tackle those challenges while planning for long term
success? Use the below as a guide while preparing your entry:
1) Strategy Alignment
• Describe how your chapter aligned with IABC’s new vision, purpose, and 17/20 strategy. For
example, have you streamlined processes, updated your chapter bylaws, or taken other initiatives
to ensure that your chapter is in alignment with the international strategy?
• What short term and long-term plans has your chapter put in place in order to strengthen and
grow your chapter?
• Now that you are one year in, discuss how the chapter has progressed the strategy or adjusted to
better meet member needs.
• How has the chapter has become a storyteller/spokesperson of the strategy to increase member
engagement?
2) Chapter Planning
• How has the chapter integrated its strategy planning into professional development and
additional opportunities to support members?
• Describe how your chapter will use strategic planning to identify solutions to challenges that the
chapter is facing. How have the three pillars of the 17/20 strategy (Advance the Profession,
Create Connection, and Develop Strategic Communicators) been incorporated into your
planning?
Volunteer Engagement & Leadership Development
Why it’s important: Chapters are the heart and soul of IABC, and their leaders play a key role in the overall
success of the organization. Volunteering on a chapter board should be a fun, rewarding experience that
isn’t exhausting or too time consuming. This is an opportunity for communicators to build their resume
and give back to the profession while giving them an opportunity to build their network and make lifelong
friends.
Describe your chapter’s leadership needs, how it engages new volunteers, and invests in leaders. Tell the
story of how your chapter creates meaningful and rewarding experiences for volunteers and how that
impacts the overall health of the chapter. Use the below as a guide while preparing your entry:
1) Strategic Planning
13• Describe how the leadership team sets goals for the upcoming board year. What about long term
goals?
2) Volunteer Recruitment
• Describe your open-call process. Do you set clear expectations and a description of the open
board roles?
• How does the chapter identify and recruit volunteers and board members?
• Does the chapter have a fun way of attracting new volunteers? Have you figured out a way to
develop ‘lazy leaders’ and avoid a ‘martyr leader’ culture?.
• What kind of volunteer opportunities are available? Do you offer micro-volunteer opportunities
to lessen the workload for board members?
3) Onboarding and Development
• Describe your onboarding and succession planning processes. Does the chapter help new leaders
become familiar with resources, such as Leader Centre?
• Describe how you train leaders about IABC’s structure, culture, brand and strategic priorities. For
example: succession planning, board orientation, chapter policy manual, bylaws, job descriptions
of chapter officers and committee chairs, and leader communication.
• Does the chapter provide leadership development opportunities? For example, participating in a
regional LI or the annual Leadership Institute
4) Engagement
• What does the chapter do to make volunteering fun and exciting? Has this helped create a
leadership pipeline for the chapter?
• How does the chapter recognize and reward volunteers, chapter leaders, and committee
members?
14Sample Winning Entries
https://www.iabc.com/leader-centre/cmas/
Check out samples of winning entries from 2018 on Leader Centre.
The Do’s and Don’ts:
• DO tell your chapter’s story. Remember that this entry is about how the chapter determined its
needs, set its goals, and worked to achieve them. All chapters have unique in challenges, and the
CMAs are an opportunity for them to show how and why the chapter set goals, and why it was
valuable for members and leaders.
• DO review past winning entries to get an idea of what the evaluators will be looking for.
• DO provide as much detail as possible and samples of your winning work.
• DO set a schedule that will help you stay on track with preparing your entry.
• DO task various board members with collecting data to support your entries. Submitting CMAs
are a time commitment and it helps to split up some of the work.
• DO review your entries before submitting. Ask other board members to review as well.
• DON’T wait until the last minute to prepare your entry.
• DON’T forget to include key aspects of your entry. Review the Checklist below.
Checklist
• What is the purpose of your entry? What were the opportunities and challenges? Include
thorough information about your chapter history to give the evaluator an understanding of your
chapter.
• What are the goals and objectives of this entry? Be sure to clearly state the purpose and desired
outcome.
• Did you include proper budget information? Be sure to include totals for each component.
• How did your chapter implement this project/program/event? What strategies were used to
achieve your goal?
• Be sure to tell the evaluator how the effectiveness of the project was measured.
• Evaluate the results clearly. This should clearly reflect the goals and objectives.
• Be sure to include samples of your work.
Key Dates:
• Submission deadline: 4 December 2018
• CMA Ceremony: 7 February 2019
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