Case Study: Maura Kelly / PMM Strengthens the LEAP Program through Smart Execution, Strategic Partnerships & Community Engagement 

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“LEAP is a fantastic initiative and I am delighted that the (Irish) Government is supporting it. Certainly, you will not just be accelerated in your career development, but you will get to where you out to be, which is at the helm.”

 – Ambassador Geraldine Byrne-Nason, Irish  Mission, United Nations        

Introduction

The Irish Government’s Department of Foreign Affairs & Trade (DFA) wanted to support the next generation of women executives in New York and partnered with Maura Kelly and the Irish International Business Network to launch the LEAP (Leadership & Executive Acceleration) Program.

Maura Kelly was selected as the primary Director for the 2019 program — recognizing her executive skills and deep understanding of the issues would be an asset. Maura also saw this as an opportunity to build online digital resources (videos/ content) to engage a larger community around LEAP. Some highlights:

  • The 6-month leadership and social innovation program launched at Moet Hennessy USA with the support of CEO, Jim Clerkin.
  • Ambassador Geraldine Byrne Nason, Ireland’s Representative to the United Nations and Chair of the UN Commission on the Status of Women was the keynote speaker.
  • Leading executives from Verizon, PepsiCo, Viacom, Merrill Lynch and more, participated.
  • Nonprofit partners, Solace House and the Aisling Irish Community Center (AICC) received strategic and marketing support through the LEAP in the Community project. 

Challenge

The government’s Global Irish Emigrant Support Program (ESP) is designed to strengthen the global community and its bond with Ireland. They support the emerging needs of the Irish diaspora.

  • Knowing that women are highly underrepresented in leadership in the US, the Irish government wanted to support an immersive program for high-potential Irish and Irish American women and bolster their economic opportunity.

Strategy

To address the leadership gap, we worked with the government to develop and launch LEAP 2019 so a cohort of next gen leaders will be ready to accelerate their careers and create their own economic opportunities.  To achieve this, we:

  • Built an agile team by recruiting a LEAP Co-Director (Courtney Sunna), and a program manager.
  • Designed, and continually improved the LEAP website and platform.
  • Recruited, and stewarded advisors, board members, volunteers, and supporters.
  • Developed programming, including workshops, talks, and speed mentoring.
  • Developed a customized curriculum with a multiplicity of learning situations.
  • Developed a strategic engagement plan and digital content marketing strategy.

We employed the following tactics

Intuitive Web Design: We designed a new website to incorporate LEAP Digital – a series of online learning modules (videos, transcripts) and an IMPACT section supported by robust data.

Outreach & Community Engagement: We reached out to a variety of business groups, business leaders, subject experts, and conducted a series of meetings to build a coalition of support.       

Example: Opportunity Desk, an online platform that connects young people to global opportunities published the LEAP announcement. Their website gets 600,000 hits/month. The post was shared 99 times and they also tweeted about LEAP (25K followers).

opportunity_desk

Strategic Partnerships

We cultivated relationships and partnerships with:

  • Leading companies: Verizon, Moet Hennessy, Grant Thornton & Bank of Ireland Innovation Lab.
  • International agencies: Irish Mission to the UN, Irish Consulate of New York, Training Women’s Network (TWN) Northern Ireland, and Northern Ireland Bureau, NY.
  • Several companies provided venues for workshops and participated as hosts and speakers.
“The hugely important thing about having women in leadership roles in business is that it creates a different type of decision making and a different environment inside the workplace. LEAP creates role models and it improves the quality of thinking in leadership. The more diverse a board or a leadership group can be, the better the outcomes for the business.”

 – Ronan Dunne, EVP and CEO of Verizon Consumer Group

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Program Design and Data Analysis

  • We created LEAP Academy (professional development) and LEAP in the Community (team projects)
  • Developed a customized curriculum with a multiplicity of learning situations including action learning, individual assessments, expert coaching, and team projects
  • Tracked improvements in skills through a series of pre and post-learning surveys conducted by an external evaluator, SemperClarus Consulting LLC.

LEAP Academy: Through an admission survey, we focused on the skills the women wanted to work on, such as effective leadership tactics, negotiations, personal branding and networking, financial power and managing teams.

Results: Working with a coalition of groups, we’ve increasing LEAP’s profile and built a pipeline of female leaders – ensuring the growth of the brand’s influence.

Our post event survey data proves that LEAP content is highly relevant and useful.  Highlights:

  • Speakers & Mentors. We collaborated with over a dozen high profile female executives from Viacom and PepsiCo to Northwell Health, Moet Hennessy and Merrill Lynch to name a few. 
  • Gains in Leadership, Professional and Business Skills Reported by Data Analysis
    • As reported by LEAP Participants, 100% will utilize the tools and advice learned from LEAP to advance their careers, while 71% will use it to impact workplace dynamics and grow visibility. The initial results are:

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  • We have directly provided dozens of women with tools to excel in their careers, and 100’s more when the women shared the materials with colleagues.
  • With LEAP Digital, we have the opportunity to share resources with a virtual global audience.

LEAP in the Community: We identified and recruited two nonprofit organizations (Solace House and Aisling Irish Community Center) to work with LEAP in the Community teams, resulting in improved organizational strategies and branding.

Working under the supervision of the directors, the teams developed strategic plans, fundraising decks, and identified resources to support the organizations. More broadly, they learned effective corporate social responsibility practices.

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Results: Through LEAP in the Community surveys, our nonprofit partners have rated their satisfaction with the LEAP Program as a 10 out of 10.  They stated that LEAP played a major role in strengthening their organizational and fundraising capacity.  Their brands are stronger and their influence is growing.  Over 93% of LEAP women reported that the knowledge they gained through the program was applied to the projects.         

“Solace House is now better equipped with documentation and strategy plans focusing on expanding our programs and organizational structure… Through a workshop on effective fundraising practices, Solace House was able to secure over $90,000 in additional revenue for our upcoming Solace Sunrise Walk.”  

– Danielle Gallagher, Director of Operations at Solace House


“Working with LEAP was of great benefit to us as it helped us focus on our strategic plan and identify the areas we needed to prioritize… As a result, LEAP helped us set measurable goals, re-evaluate our programs and services based on community need, and they created a pitch-deck presentation for potential corporate donors.”

– Catherine Flood, Executive Director of the AICC

Conclusion: Building a pipeline for female leaders & inspiring social change for good.

LEAP has grown quickly into a strong, effective community force. Working with a coalition of business organizations, corporate executives, and nonprofit partners, LEAP has developed leadership skills in the next generation of female leaders; and impacted the community by strengthening the capacity of several nonprofit organizations.