● 32 years as an entity that helps promote quality and improvement in organizations.

● Caters to all business sectors who

are looking to improve their leadership, customer focus, and overall organizational structure.

● The purpose of the organization is to assist organizations in finding their strengths and weaknesses, and creating a strategic plan to help that organization operate more efficiently.

● The awards program are based off of the Baldridge Award for Performance Excellence to offer criteria, assessments, tools, and training

● SPQA has been an all-volunteer organization with a mission to promote and recognize high performance organizations in Virginia. The District of Columbia was added in 2005.

● The oldest continuously operating productivity and quality awards program in the United States.

● Recognized over 300 Virginia and D.C. area organizations with awards for their pursuit of organizational excellence.

A LITTLEABOUT SPQA...

SPQA’s Goals

1. Increase individual giving from 21% to %502. Increase number of applicants each year3. Increase sponsors from 4 to 10 annually4. Increase prestige of awards5. Increase awareness of the organization

SWOT AnalysisStrengths

● Training● Examiner Program● SPQA Forum● Discovery and 12 to Watch Concept● 30 year history● Links with state government and U.S. Senate

Weaknesses● Marketing and Promotion● Promotion of applicants after award process● Lack of long term funding sponsors● Lack of methods to identify the current and future

needs of SPQA support base● SPQA does not provide Baldrige user support to the

extent of other Alliance programs

Opportunities● Industry specific focused training programs● Perform site gap analysis for potential Discovery and Award

applicants● Provide mentors for organizations working on Baldrige● Provide a forum for Baldrige users to network through● Conduct one day regional forums to promote SPQA Increase online presence and social media marketing

Threats● Failure of national Baldrige program● Competition with national Baldrige program● Lack of funding for SPQA projects● Lack of award applicants● Increased cost for award and discovery programs

SPQA Programs● Each year the SPQA distributes a United States Senate Productivity and Quality Award.

➔ In 2012 only 8 applications were submitted➔ 2013 only 1 application was submitted➔ 2014 only 5 were submitted.

● The SPQA also offers a training program called “Discovery” that offers a mock application process.

➔ This program recently only had 2-3 participants, and in some years none at all.

● The SPQA conducts half-day, full-day, and two-day training courses at regional locations.➔ Courses scheduled at locations in Roanoke, Northern Virginia, and Tidewater

have not been filled.

● The Annual Virginia Forum for Excellence, a similar two day program hosted every year

➔ The forum has traditionally been a break even or money losing event➔ Attendance has gradually declined from 260 to less than 130 participants.

Improve Audience Retention

● Two-way communication○ Email○ Social Media

Follow up with customers● Phone ● Email● Thank you letters

Competition in the local area Out of the top ten Advertising, Marketing, and PR companies in Virginia only 2 offer consulting services.

• Madison+Main (ranked 1st)• Martin Branding Worldwide (ranked 3rd)

Threats:● Both organizations offer a social media or internet campaign● Both organizations have extensive community outreach programs● Both organizations offer not only a plan for improvement, but offer

to implement those plans for clients.

Audience• The most competition is companies

• Focus on: schools, healthcare, companies, & government agencies. • Will offer more sustainability• Previous companies were award winners

• More likely to become repeat clients

SPQA has less experience in the small business sector, so building upon companies will give the organization more weight when more focus is placed to the small business sector.

Customize services to clients

● SPQA is a nonprofit in a industry of mainly for-profits● Make a campaign to specialize in nonprofits

○ Add a new award or program and adjust the price accordingly

○ Create this as a separate award just for nonprofits○ Pricing different for nonprofits versus for-profits

Need to increase the retention of donors

- Low number of donors & sponsors- Retiring donors are not being replaced

Change the way you fundraise

● Begin accepting online donations● Remove minimum donation limits● Make award ceremonies a fundraising event.

Understand what influences previous donors to support SPQA.

● Conduct interviews and surveys which can also be used for website to add prestige ● Where does the money go? Donors want to know how their funds are being used.● You are a nonprofit with charitable intentions. This is an asset because you are tax exempt.

Highlight this to donors.● Monetize staff time to cash value for potential donors

Networking is your friendSome free resources:

● Connect VA ● Give Richmond● Public Relations Society of America Nonprofit Alliance● Local newspapers, television, and radio stations

Hosting a charitable event such as an auction or benefit dinner

- Local hotels and companies are often willing to provide venue space

- Local restaurants will provide free catering

- More people will donate in a public setting where they can be recognized

Utilize your board and staff better.

● The SPQA has 21 board members. ● The Executive Committee also has six members ● With all this help you still have an outdated online presence, poor

marketing, no fundraising development plan in place, and no community outreach programs.

Solution:● Create a list of active SPQA partners● Conduct an internal survey to see what board member strengths are.

● Every board member should all have something to contribute specifically.

BenchmarkingMake measurable goals for the SPQA

Examples: - Increase revenue $20,000 - $60,000 - Increase Discovery attendance 50-200 - Increase forum attendance 100-500 Identify returning supporters each year

- Number of clients - Number of donors - Number of volunteers/members

Set standards for your staff members

- Preset performance reviews - Compare and Contrast efficiency- Identify weaknesses in staff

SPQA Core Values and The Baldrige Awards

Taken Directly From the SPQA website, the core values of the Baldrige Award:● Customer Driven Excellence● Management by fact ● Valuing workplace managers and partners ● Systems perspective● Visionary leadership● Managing for Innovation● Organizational and Personal Learning● Agility● Focus on the Future● Focus on Results and creating value● Social responsibility.

The Baldrige Awards have seen more success recently than its affiliate SPQA, despite sharing the same core values, with an even steeper application fee. Why could this be?

While there is no single definitive clear- cut answer, a single visit to the Baldrige website reveals a much more modern, streamlined experience. The website features YouTube links, news stories, and opportunities for feedback, all of which provide comfort to the visitor.

Poor Community Outreach

Lack of awareness about SPQA in the community● Not many people have heard about SPQA

○ Those aware of SPQA do not understand what the purpose of the organization is.

This is a problem because:● No individual campaign for advertising ● Do not participate in public outreach events ● No online presence for outreach● Website is outdated ● No brand Identity

Solutions

Create a more formal digital presentation vs. paper Benefits: more cost effective, more engaging, and easily sharable

● Short, informative, and simple for the audience appealMission needs to be more centralized ● Doesn’t clearly clearly express the goals and objective of organization.

Keep under 15 words.Change the name of the organization to reflect your mission● What does the Senate actually contribute to the organization?● Should you be more focused on improving your reach within Virginia

before trying to include the District of Columbia?

Benefits for supporters● Exclusive benefits for members

that follow the SPQA community should be placed.

● Have previous award winners offer discounts on their services to SPQA members, and advertise SPQA on their websites.

● This will greatly benefit the popularity and awareness of the organization

Brand Image: Define Your Brand:

> What sets you apart from current competitors?

> Must have a clear foundation of what SPQA is.

> Starts with understanding the organization's objectives and the goals to achieve.

> Your online presence is just as important. Invest in a new webdesign.

Think about SPQA’s Logo:

> The current logo of the SPQA organization is long and unrecognizable to the public.

> Think about a tagline to associate SPQA with.

> A short phrase that precisely states the heart or essence of the purpose of the organization. Think mission statement in a nutshell!

Public Interaction: Social Media:

Social Media is Key! Keep the public up to date and informed of SPQA’s whereabouts, benefits, programs, etc. How?Through medias such as: -LinkedIn -YouTube -Facebook -Twitter

Public’s Perception:

Inform the public of the purpose, plans, and programs of SPQA.

Be clear and concise.

Keep in mind when considering public view:

● How should others describe the organization?

● How will we use our time?● What will our success mean to

the organization? ● How will we know when the

description by others aligns with our mission statement?

Community Outreach:

Feedback and ideas from those who have used SPQA’s services, past and present volunteers and donors will significantly benefit the organization’s understanding of how others view SPQA from past and future references.

Ways To Help Improve Outreach:

- Updated Newsletters - Maintain a more updated website- Surveys via mail or online - Hosting events or attending job fairs or networking events

SPQA’s Website: Time for a Facelift.

Follow this link to SPQA- VA's website.While observing the website, notice its outdated nature.

● The overall interface feels clunky and dated.● Social networking options through the website are limited,

with a small facebook link provided at the bottom of the page.

● There are no testimonials from previous recipients! In order to ensure the organization’s continued success, it will be critical to incorporate the testimony of previous clients.

The Good:● Highly visible, clear statement of

mission and values. ● Announcements are currently up

to date. Maintain this in the future.● Access to prior winners can be

obtained through a separate link, titled “resources.”

The Bad:● Massive banner takes up valuable

space.● Archaic nature of website format● Bottom line leaves a lot to be

desired. Why would the average website visitor want to be an examiner, sponsor, or partner?

● WE WANT TESTIMONIALS. Used properly, testimony of previous clients would be extremely effective in generating new ones. Place them in the banner.

Awards Have Lost Prestige

Is $5000 really worth it for an award with no monetary value?

● Highlight the scrutiny the awards applications get.● Everyone is a winner- Everyone gets feedback.

○ Differentiate various programs■ Training, discovery, etc.

● What do organizations stand to gain?○ How have previously participating organizations benefited from

programs?

○ Get testimonials from previous award winners and applicants

Awards and Competition

Advantages

• Award system is unique

• Focuses much more on long term effects

• A nonprofit that gives a lot of management/structural help at a low cost

Disadvantages

• SPQA feels outdated

• Misunderstanding from clients on what the awards really offer

• Your specialties and what differentiates you are not well defined

Changes to the Award CeremonyAwards Ceremonies

○ Black tie event○ Keynote speaker

■ Baldridge members or Senators○ Include pictures/videos of awards and the high profile people who attend them○ Use those who attend to promote event

■ Live tweeting, photo-ops, etc.○ Provide opportunity to donate

■ Recognition to highest donor of the night○ Acknowledge those who worked to build awards

■ Examiners of awards (certificate of achievement)○ Reach out to potential community partners

■ Sponsorship opportunities

Questions?

Final results

On behalf of the SPQA board of directors, I want to thank each of you for the excellent work you did on the SPQA marketing project. Your group did an outstanding job of presenting your insightful recommendations on April 28. We have already started working on some of your ideas.

You are all invited to attend our next board meeting on May 30, 2014. I would appreciate it if you could present your recommendations to the full board at 11:00 AM and join us for lunch from 12:00 to 12:45 PM.

Our board will meet on Friday May 30, 2014 from 10:00 AM to 3:00 PM at the Virginia Hospital and Healthcare Association located at 4200 Innslake Drive, Glen Allen, VA (in Innsbrook just off Broad street).

Please let me know if you plan to attend.

-- Best Regards,Terry Burns, ASQ FellowExecutive Director, Virginia SPQAdirector@spqa-va.org804.379.8470 Office571.215.8881 Cell