Marketing Strategy

AIM-IRS National Mentoring Committee

2008 National Career Assistance Mentoring Program (CAMP)

January 25, 20008

Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring Program

Table of Contents:

I. Strategic ComponentsPage

Strategic Initiative 3

Program Background3

Program Objectives/Outcomes3

Marketing/Communication Objectives3

Audiences4

Key Messages5

Plan Approval5

II. Tactical Actions Phase 1, Distribute Information 6

Phase 2, Present Information8

Strategy Authors/Resource:

Allen P. Jones, Chair, National Mentoring Committee 202-283-4747 Office

Laurel Cummings, Co-Chair, National Mentoring Committee 972-308-1731 Office

Sherry Brockman, Chair, National Marketing 972- 308-1503 Office

& CommunicationCommittee

Strategic Components
Strategic Initiative
AIM-IRS:Career advancement for AIM-IRS members by providing a structured mentoring program to identify career goals, developing a career plan and sharpening communications skills to achieve career goals.
Program Background
The AIM-IRS DC Chapter started the Career Assistance Mentoring Program (CAMP) in 2006. The program was founded by Career Assistance Committee Chair, Roslyn Brown and implemented by Chapter President, Vincent Peden. The program was well received by chapter members and was continued in 2007. In late 2007, the AIM-IRS National President adopted the program for national use for all AIM-IRS Chapters.
Current state:
The AIM-IRS National Mentoring Committee has developed the 2008 National CAMP Handbook for distribution to the chapters. The program has not been marketed or implemented nationally. As of January 2008, the DC Chapter has implemented the program, due to their prior experience. Four other chapters (Huston, Los Angeles, Austin, and Indianapolis) have agreed to implement the program. The program is included on the IRS Enterprise Learning Management System (ELMS).
Future state:
The Program will be available to all AIM-IRS Chapters for implementation with National Mentoring Committee support.
Program Objectives / Outcomes
  • Provide a structured mentoring program for AIM-IRS members.
  • (1) Identify career goals, (2) develop a career plan and (3) sharpen communication skills to achieve career goals
  • Mentors will enhance their leadership skills and have a positive impact on the career advancement of fellow employees.
  • AIM-IRS will enrich their membership by providing a valuable service and support the mission of the organization.

Marketing/Communication Objectives
AIM-IRS Members:Provide information about the National CAMP, so that chapters and members are aware of this benefit of membership. Solicit protégés and mentors to participate in the program as well as volunteers to coordinate and provide administrative support.
Non-AIM-IRS Members:Provide information to non-AIM-IRS members about the National CAMP, so they may volunteer as mentors or become members of AIM-IRS to participate as protégés and take advantage of membership benefits.
Organizations: Provide information to IRS management, NTEU, Equal Employment Opportunity (EEO), Human Capital Office (HCO), and Employee Organizations (EO) to promote CAMP and partner in our efforts for employee development and career advancement.
Audiences (AIM-IRS Members)
  • Members that are interested in career development and advancement through a structured mentoring program as a protégé.
  • Members that are interested in enhancing their leadership skills through participating in a structured mentoring program as a mentor, which does not require membership. They are also interested in being active members of their local chapter as a mentor or CAMPCoordinator.
  • Chapter Presidents that are interested in delivering this service to their membership. Presidents that are also interested in increasing member involvement through opportunities to be a protégé, mentor, or CAMPCoordinator.

.
Audiences (Non-AIM-IRS Members)
  • IRS employees that are interested in career development and advancement through a structured mentoring program as a protégé. This would require them to join the local AIM-IRS Chapter.
  • IRS employees that are interested in enhancing their leadership skills through participating in a structured mentoring program as a mentor, which does not require membership.

Audiences (Organizations)
  • IRS Management that is interested in alternative to employee development and career advancement tools. Mentors assisting protégés can assist management in developing their employees and supporting career advancement.
  • Equal Employment Opportunity Office(EEO) may support the program as part of their partnership with Employee Organizations (EO) and provide communication channel to share information about AIM-IRS and the National CAMP.
  • Human Capital Office (HCO)may add this program to the menu of options for employees for career development and education. CAMP is listed as a course on the Enterprise Learning Management System (ELMS).
  • Employee Organizations (EO) can support the effort by providing mentors and their members may become protégés.
  • NTEU may share CAMP information with their membership to support their career development and advancement.

Key Messages
All Audiences
  • Identify your career goals, develop your career plan, and sharpen your communication skills through a structured mentoring program.
  • Contact your local AIM-IRS Chapter or go to the National AIM-IRS Web Site at aimirs.org for more information.
  • Go to the National AIM-IRS Web Site at aimirs.org for National Mentoring Committee contact information, 2008 National CAMP Handbook, Protégé Application, and Mentor Application.

Plan Approval
  • GeorgeShores, AIM-IRS National President.

Rev. 01-25-08 2008 CAMPMarketing Strategy 012508.doc 1 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair

Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring Program
TOPIC / TARGET
AUDIENCE (M=member) (N=Non-Member)
O= Organization / PRODUCT / MESSENGER / POINTS OF CONTACT / DUE DATES / STATUS
FOCUS / NMC / OTHER
Step1 – Distribute Information
Post CAMP marketing information on AIM-IRS National Web Site / M,N,O / CAMPHandbook
CAMPProtégé Application
CAMPMentor Application
CAMPFact Sheet / National Mentoring Committee / Allen Jones
Laurel Cummings / January 2008
Promoteposting of CAMP Fact Sheet and Web Site information / M, 0
AIM-IRS Regional Officers and Chapter Presidents
IRS Management
EEO
HCO
EO
NTEU / CAMPFact Sheet
CAMPHandbook
CAMPProtégé Application
CAMPMentor Application / National Mentoring Committee / National Mentoring Committee Members / Allen Jones
Laurel
Cummings / February 2008
Promote posting of CAMP Fact Sheet and Web Site information / M,N
Members and Non-Members / CAMPFact Sheet
CAMPHandbook
CAMPProtégé Application
CAMPMentor Application / National Mentoring Committee / NMC Members / Allen Jones
Laurel Cummings / •February 2008
Phase 2 – Present Program Information
Present CAMP information to explain the program and guidelines nationally at the 2008 AIM-IRS Annual Business Meeting and Training Seminar (ABMTS) / M, N, / CAMPFact Sheet
CAMPHandbook
CAMPProtégé Applications
CAMPMentor Applications
AIM-IRS Web Site / Chair, National Mentoring Committee / Allen Jones
Laurel Cummings / August 2008
Present program information to explain the program and guidelines regionally at AIM-IRS Regional Conferences / M, N / CAMPFact Sheet / National Mentoring Program Committee Members / National Mentoring Committee Members / Allen Jones
Laurel Cummings / February – October 2008
Present CAMP information to explain the program and guidelines locally at AIM-IRS Chapter meetings / M, N / CAMPFact Sheet
CAMPHandbook
CAMPProtégé Application
CAMPMentor Application / Chapter President
CAMPCoordinator / National Mentoring Committee Member / • Allen Jones
Laurel Cummings / February - October 2008

Rev. 01-25-08 2008 CAMPMarketing Strategy 012508.doc 1 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair