Leadership Cattaraugus

Will Evans | Max Iovoli | Mike Muffoletto | Amanda Saeli | Laura Zakrzewski

Introduction
Key things we think are significant about
Leadership Cattaraugus

Experiential learning on leadership; unique value

proposition.
Emphasize Hands-on

Always a better way of doing things

Kaizen
Innovation
Competition
Price is cheaper than a college course

Challenge
1.
2.
3.

Alumni involvement and retention

Getting people to see their value when recruiting
Spreading across county
a.
b.

Begins with distributed program planning

Will also come from increased WOM as a result of our tactics

Research
Surveys

Analysis of results

Areas for improvement

Great exit survey results

Entry survey versus exit survey
Understanding

What this means

Explain better
Desire to stay

I am still somewhat
clueless as to how and what I
need to be doing. I felt like we
were given these objectives,
but no real explanation was
gone over on how we are
supposed to be accomplishing
these tasks...

...After the second day, I

feel better about the program
itself, and am looking forward
to April.

Mission Statement

Grow a network of informed, active leaders who

work collaboratively to build a better
community.

Strategy
By demonstrating personal, professional and
communal value, our direction is to attract new
businesses while proactively engaging our
network of leaders.

Target Market
1. Alumni
2. Businesses in Cattaraugus County

Positioning Statement
Leadership Cattaraugus provides the foundation and skills to
enhance socially-minded and effective leaders to develop
their organizations and stimulate development in
Cattaraugus County.

Organization Goals

Social media
tactics
Alumni Events

Retain

Rebrand

Website
Logo

Promotional
techniques
Reaching whole county

Recruit

Rate

Measuring
internal and
external success

Organization Goals

Social media
tactics
Alumni Events

Retain

Rebrand

Website
Logo

Promotional
techniques
Reaching whole county

Recruit

Rate

Measuring
internal and
external success

LinkedIn: Leadership Buffalo

Jenna Luehrsen: LB Marketing Manager

Key insights:

Representing the whole community

Anyone can be a member as we represent the whole community
Sharing a broad range of relevant content
General posts contain articles about development, education, etc.
Establishing rules to eliminate unwanted behavior
Rules: we dont allow people to post sales pitches/promotions
Engaging with their network
LB posts contain alumni notes, events, etc.

1,052 members

LinkedIn: Alumni Retention

Engagement

Group discussions, surveys, awards or responses

Leadership Spotlight: Leader of the month

Highlighting a past or present alumni and their

success

Keeps alumni engaged with the program and

each other

Actively posting relevant content

Sustains awareness, interests and involvement

Promoting future events
Invitations to alumni meetings

LinkedIn

How to initiate:

Request to connect with alumni, local

businesses, and other county leadership
programs
To reach alumni, contact class speakers
Also, encourage current program participants
to connect

Buffer:

a free program that offers automatic

scheduled posting capabilities

Alumni Events
Surveys

Free time in a week

Best time of year
Types of events they would go to
Joint leadership
Happy hour
Cookout
Dinner
Fundraiser

Events: Development

Starting small

Develop this network

Expanding

Big

Fundraiser to lift up community

Dinner with keynote speaker

Organization Goals

Social media
tactics
Alumni Events

Retain

Rebrand

Website
Logo

Promotional
techniques
Reaching whole county

Recruit

Rate

Measuring
internal and
external success

Current Logo

Logo Concept 1

Conservative
Simple update of original logo
Beacon imagery
Deep Red drives senses of Passion and
Empowerment

Logo Concept 2

Spin off of Beacon

Maintains current imagery
Fire symbolizes passion
Gold accent is reflective of optimism

Logo Concept 3

More modern design

Upward and Forward moving
Lifting up Cattaraugus County
Gold reflecting optimism

Website Redesign

Branding

Responsive slider on homepage

Color scheme
New logo
Program benefits
Testimonials

Social media icons

Facebook
LinkedIn
Youtube

Website Redesign
New Site Map
1.
2.

Home
About
a.
b.
c.

3.

Programs
a.
b.
c.

4.
5.
6.

About Us
Board of Directors
Partners
Class of 2016
Classes
Events

Apply
Resources
Contact Us

Reorganize
Consolidate
Simplify

Website Redesign

Website Redesign

Membership login

Exclusivity

Library of resources

Podcasts

Presentation videos

Directory

Testimonials

Testimonials
I feel more connected to Cattaraugus county
than I did before...I now have a new network
of organizations and individuals with whom I
can work to help support the community

I believe the program does very well at

creating awareness of the needs in the
community along with pride in what our
area has to offer...

I am honored to be a part of the

class of 2015.
This program presented me with many more
that I was not aware of. The network of
people I met through this program is
probably the best tool I was provided with.

Organization Goals

Social media
tactics
Alumni Events

Retain

Rebrand

Website
Logo

Promotional
techniques
Reaching whole county

Recruit

Rate

Measuring
internal and
external success

Recruitment: Target Market

Businesses in Cattaraugus County

Primarily larger businesses

HR management
Personal connections with
County business bureau
Chambers of commerce
Ellicottville, Gowanda, Greater Olean, Salamanca
Social media relationships

LinkedIn: Recruitment

Open to the public

Recruitment tool
Showcase benefits and
accomplishments
Internal Data Analytics
What kinds of people are
attracted to the program
and who they work for

YouTube Channel
Testimonials
Alumni Features
Who we are videos
Samples of classes

Production Quality

Interns

SBU J/MC students need 400

internship hours
LC can benefit from the aid of
students with comm experience

Press releases
Video content
Photography
Social media management
Newsletters
And more

Everybody wins!

Brochure

Pamphlet to distribute in person

Create strong first impression

Deliver most important information up

front

Direct to website

Organization Goals

Social media
tactics
Alumni Events

Retain

Rebrand

Website
Logo

Promotional
techniques
Reaching whole county

Recruit

Rate

Measuring
internal and
external success

Metrics Recap

Social media metrics

Google Analytics

LinkedIn membership growth

SSI: Social Selling Index
Tracking pixels
Which pages are performing well
Acquisition channels

Video Views
Alumni engagement survey results
Industry growth/expansion across county

LinkedIn SSI

Google Analytics

Organization Goals

Social media
tactics
Alumni Events

Retain

Rebrand

Website
Logo

Promotional
techniques
Reaching whole county

Recruit

Rate

Measuring
internal and
external success

Strategy
By demonstrating personal, professional and
communal value, our direction is to attract new
businesses while proactively engaging our
network of leaders.