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									                 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 Components                                                      Page
                        Strategic Initiative                                                      3
                        Program Background                                                        3
                        Program Objectives/Outcomes                                               3
                        Marketing/Communication Objectives                                        3
                        Audiences                                                                 4
                        Key Messages                                                              5
                        Plan Approval                                                             5
                     II. Tactical Actions
                         Phase 1, Distribute Information                                          6
                        Phase 2, Present Information                                              8



                        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
                        & Communication Committee




 Rev. 01-25-08   2008 CAMP Marketing Strategy 012508.doc        2 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair
Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring
Program


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.




 Rev. 01-25-08   2008 CAMP Marketing Strategy 012508.doc                 3 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair
Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring
Program


             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 CAMP
                 Coordinator.
                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 CAMP Coordinator.




                                               .




     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.



 Rev. 01-25-08   2008 CAMP Marketing Strategy 012508.doc                  4 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair
Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring
Program

                          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
                        George Shores, AIM-IRS National President.




 Rev. 01-25-08       2008 CAMP Marketing Strategy 012508.doc                5 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair
Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring Program


TOPIC                           TARGET                PRODUCT              MESSENGER              POINTS OF            DUE         STATUS
                               AUDIENCE                                                           CONTACT             DATES
                              (M=member)
                                (N=Non-
                                Member)
                                  O=
                              Organization
                FOCUS                                                                           NMC        OTHER

                                                       Step 1 – Distribute Information


Post CAMP marketing          M,N,O            CAMP Handbook                National            Allen                  January
information on AIM-IRS                                                     Mentoring           Jones                  2008
National Web Site                             CAMP Protégé Application     Committee
                                              CAMP Mentor Application                        Laurel
                                                                                               Cummin
                                              CAMP Fact Sheet                                  gs
Promote posting of CAMP      M, 0             CAMP Fact Sheet              National          National     Allen       February
Fact Sheet and Web Site      AIM-IRS                                       Mentoring          Mentorin      Jones       2008
information                                   CAMP Handbook                Committee          g
                             Regional
                             Officers and                                                     Committ
                                              CAMP Protégé Application                        ee          Laurel
                             Chapter
                             Presidents       CAMP Mentor Application                         Members     Cumming
                                                                                                           s
                             IRS
                             Management
                             EEO
                             HCO
                             EO
                             NTEU




       Rev. 01-25-08     2008 CAMP Marketing Strategy 012508.doc         6 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair
Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring Program

TOPIC                         TARGET                PRODUCT              MESSENGER              POINTS OF            DUE         STATUS
                             AUDIENCE                                                           CONTACT             DATES
                            (M=member)
                              (N=Non-
                              Member)
                                O=
                            Organization
               FOCUS                                                                          NMC        OTHER
Promote posting of         M,N              CAMP Fact Sheet              National           NMC         Allen        •February
CAMP Fact Sheet and        Members and                                   Mentoring           Members    Jones       2008
Web Site information                        CAMP Handbook                Committee
                           Non-Members                                                                  Laurel
                                            CAMP Protégé Application                                      Cummi
                                                                                                          ngs
                                            CAMP Mentor Application




      Rev. 01-25-08    2008 CAMP Marketing Strategy 012508.doc         7 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair
Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring Program

TOPIC                            TARGET               PRODUCT               MESSENGER              POINTS OF            DUE         STATUS
                                AUDIENCE                                                           CONTACT             DATES
                               (M=member)
                                 (N=Non-
                                 Member)
                                   O=
                               Organization
                  FOCUS                                                                          NMC        OTHER




                                                  Phase 2 – Present Program Information
Present CAMP information       M, N,          CAMP Fact Sheet               Chair, National   Allen                     August
to explain the program and                                                  Mentoring           Jones                    2008
guidelines nationally at the                  CAMP Handbook                 Committee
2008 AIM-IRS Annual                           CAMP Protégé Applications                       Laurel
Business Meeting and
                                                                                                Cummin
Training Seminar                              CAMP Mentor Applications                          gs
(ABMTS)
                                              AIM-IRS Web Site

Present program                M, N           CAMP Fact Sheet               National          National     Allen        Februar
information to explain the                                                  Mentoring          Mentorin      Jones        y–
program and guidelines                                                      Program            g           Laurel         Octob
regionally at AIM-IRS                                                       Committee          Committ       Cummin       er
Regional Conferences                                                        Members            ee            gs           2008
                                                                                               Members




       Rev. 01-25-08     2008 CAMP Marketing Strategy 012508.doc          8 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair
Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring Program

TOPIC                         TARGET                PRODUCT              MESSENGER              POINTS OF            DUE         STATUS
                             AUDIENCE                                                           CONTACT             DATES
                            (M=member)
                              (N=Non-
                              Member)
                                O=
                            Organization
                FOCUS                                                                         NMC        OTHER
Present CAMP information    M, N            CAMP Fact Sheet              Chapter           National     • Allen      Februar
to explain the program                                                   President          Mentorin      Jones        y -
and guidelines locally at                   CAMP Handbook                                   g                          Octob
AIM-IRS Chapter                                                                             Committ                    er
                                            CAMP Protégé Application     CAMP               ee          Laurel         2008
meetings
                                                                         Coordinator        Member        Cummin
                                            CAMP Mentor Application                                       gs




       Rev. 01-25-08   2008 CAMP Marketing Strategy 012508.doc         9 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair
Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring Program

TOPIC                      TARGET                 PRODUCT        MESSENGER             POINTS OF             DUE        STATUS
                          AUDIENCE                                                     CONTACT              DATES
                         (M=member)
                           (N=Non-
                           Member)
                             O=
                         Organization
             FOCUS                                                                   NMC        OTHER




    Rev. 01-25-08   2008 CAMP Marketing Strategy 012508.doc   10 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair
Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring Program

TOPIC                      TARGET                 PRODUCT        MESSENGER             POINTS OF             DUE        STATUS
                          AUDIENCE                                                     CONTACT              DATES
                         (M=member)
                           (N=Non-
                           Member)
                             O=
                         Organization
             FOCUS                                                                   NMC        OTHER




    Rev. 01-25-08   2008 CAMP Marketing Strategy 012508.doc   11 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair
Marketing Strategy: AIM-IRS National Mentoring Committee: National Career Assistance Mentoring Program

TOPIC                      TARGET                 PRODUCT        MESSENGER             POINTS OF             DUE        STATUS
                          AUDIENCE                                                     CONTACT              DATES
                         (M=member)
                           (N=Non-
                           Member)
                             O=
                         Organization
             FOCUS                                                                   NMC        OTHER




    Rev. 01-25-08   2008 CAMP Marketing Strategy 012508.doc   12 Author: Allen Jones, AIM-IRS National Mentoring Committee Chair

								
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