Getting Member Buy-in for a New Initiative

Getting Member Buy-in for a New Initiative

Background

Architects Registration Board of Victoria (ARBV) is a self-funding statutory authority which is responsible for the registration of architects, the approval of architectural companies/partnerships, the investigation of complaints against architects and the provision of Tribunal inquiry into professional conduct and accreditation of architecture courses.

In order to ensure on-going up to date knowledge within the profession for consumers, the ARBV wished to introduce Compulsory Professional Development (CPD) for architects.

As part of an initiative to inform architects about CPD, information evenings were held in the CBD and in regional Victoria. Some architects were concerned about CPD and confused about some of the issues. Given the potential controversy surrounding introducing CPD to architects, an educational video was required to show to members at the start of each consultative meeting to set the tone and explain the concept.

Here’s how we solved the problem:

  1. We designed a concept that involved having an impartial, articulate, credible spokesperson well known within the architect industry to present the information.
  2. We wrote a clear and simple script that included the pros and cons of CPD but showed that ARBV was honest and open with its communication to all architects.
  3. Overlay vision was added that matched the main messages to help with message comprehension and retention.

And here’s what happened

Over 400 architects were shown the video at the start of each meeting. It was a dominating presence at all of the gatherings where members were a captive audience and were unable to interrupt or ask question sat that stage of the meeting.

The results were:

  1. Architects seemed to accept the validity of CPD and the questions were relevant and to the point.
  2. Members were able to instantly understand all of the messages, which made it easy for the board to begin the meeting.
  3. It set an open and honest tone to the meeting and ensured that there were fewer angry or confused members.
  4. It is still being used bythe ARBVto explain what CPD is about.

"A result that exceeded our expectations"

“The CPD video has been able to simplify quite complex information and present it in a clear and logical way. It’s a short video, but very comprehensive. Architects are visual learners and, like most of us, tend not to be good at reading large chunks of text. We introduced the concept of CPD in an innovative video format that no other jurisdiction in Australia had done before. It resulted in our members more easily accepting the proposed CPD concept and ensured that the meetings were pleasant and ran smoothly.

Digicast did an amazing job of working out a great concept for our audience and collating our information into a clear and easy to understand script. The video production process was very easy for us and gave us a result that exceeded our expectations”

Alison Ivey, Registrar, Architects Registration Board of Victoria

 

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