A Sense of Purpose

Presented by:

Richard L. P. Solosky, MNM,

Strategy Architect

Turnaround Strategies Presented to:

National Association for Search and Rescue

Making Progress

“Don’t Push Growth, Remove the

Factors Limiting Growth”

Peter Senge, The Fifth Discipline - The Art & Practice of the Learning Organization

Shared Vision

Community Vision:

Advancement of SAR Profession

Organizational Vision:

NASAR recognized nationally as the certifying body for First Responders.

Conference

Awareness

Excitement

Credibility

Collaboration

Critical to Generate…

2011

Financial Stability

Financial Goal:

3 month Operating Reserve

Revenue Growth

1. Membership

2. Certification

3. Fundraising

Marketing Research

Camaraderie

&

Knowledge

“If you can’t describe what you are doing as a process, you don’t know what you are doing.”

What Can We Learn?

Environmental Scan

• Market Analysis• Community Engagement• Competitive Analysis• Trend Analysis

Market Awareness

1.What the market is.

2.Where we are at in the market.

3. How we got there.

4. Where we want to go next in the

market.

Knowing:

Task Force

Competitive

Analysis

Benefits of

Membership

Advisory Committee

Innovation

Technical

Standards

Membership - Why Join?

& Knowledge

Camaraderie,

Community

Connection

Technical Information

Social Interaction

Pride

Purpose

Compassion

Stories

Marketing Strategy

A logo does not equal a

brand.

A website does not equal a

digital presence.

A Facebook page does not

equal an engaged

community, AND…

A press release does not

equal press coverage.

Tactics Do Not Lead to Strategy

Strategy Leads to Tactics

Content Marketing

Content marketing creates & distributes relevant content

to drive action to the target audience.

“People inherently want to do business with the

foremost authority in the field. It makes them

feel more confident about their choice.”

Content Marketing Tactics

Blog

Testimonials/Success Stories

Social Media

Multimedia/Images/Video

eNewsletters/eMagazines

Infographics

Events/Contests

Internet Presence

Build Brand

First Impressions

Get to the Point!

“Above the Fold”

Images Matter

Easy Navigation

“Call To Action”

Engagement

Information Sharing

Information Repository

Advocacy

NGAUS surveyed over 2,800 members on their needs,

resulting in a clean, responsive, and user friendly

website .

Social Media

Think One Web

• Not Individual Siloes

• It’s a Conversation - Listen

• Drive Traffic to Website

• Each Channel has its own Rules

• Consistent Message

Collaboration

Education/Certification

Goal: National/Industry Standard

• Expanded Programs - ie:

• SAR Awareness for AHJ

• Initial Actions

• New Technology

• Train the Trainer

• Pricing

Competitive Advantage

1. Using a unique asset. And,

or…

2. Having outstanding

execution.

Fundraising

• Capital Campaign

• SAR Museum

• Research & Development

• Corporate Sponsorships

• SAR Collaborative Project

Develop an Exciting Plan

Example:

Thank You!

Dream Big

Plan Big

Execute Big

Achieve Big