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Nia Nielsen @nianielsen
Angela Brutsche @atbrutsche

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Agenda
2:00 Welcome
2:05 Best Practices
2:15 Exercising Best Practices, Darcy Schuller–Chicago
2:35 Powering Up to Success, David Palmer–San Diego
2:55 Activity
3:20 Final Thoughts
3:30 Enjoy your next session!
Pump Up Communications

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Board In The Box
Communication Truths
Great AMA Communications Leaders:
• Harness The Strength of A Diverse Committee
• Communicate Thoroughly, Consistently & Systematically
• Embrace Technology
• Leverage Social Media
• Streamline Internal Communications
• Turn Up The Volume on Membership
• Drive Programming Success
• Use Targeted Integrated Communications

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Darcy Schuller
Chicago Chapter
President, 2014-15
darcyschuller@gmail.com
@darcyschuller
linkedin/in/darcy

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Planning for Success:
Strategic Plan

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Planning for Success:
It’s Complicated!

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Planning for Success:
Build Strong Teams

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Planning for Success:
Communications

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Planning for Success:
Stay on Track

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Brand & Message Consistency
A consistent and cohesive new brand strategy unveiled in Spring 2014…
Creating a new visual identity that represents what we stand for…
Connecting, Inspiring and Engaging our community of marketers.

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Brand & Message Consistency
And now we have a recognizable presence across all of our marketing assets
Website
Social
Media
Collateral

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Brand & Message Consistency
Swag Events
Internally

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Be Storytellers
https://www.youtube.com/watch?v=aVI_dVlsFd0

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Focus on Digital & Social
Emphasis on digital marketing and social media to Connect, Inspire and Engage
with our Community.
Member /
Volunteer /
Board
Spotlights on
Facebook /
Website
Thought Leadership via Blog

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Focus on Digital & Social
Bi-Weekly Connection
& Events eNewsletters
Targeted & Personalized
Direct Email Communications

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Test, Measure & Improve
Test new communications techniques and tools. Measure your results to
understand what’s working. Focus your time and resources where it matters most!
Dashboards & KPI Trackers
# of
Messages
Avg. Unique
Open Rate (Opens
/Deliveries)
Avg. Click
Rate (Clicks
/Deliveries)
Avg. Unique
Click Rate (Unique
Clicks/Deliveries)
Opt-Out
Rate
Connections 2 15.96% 2.29% 1.61% 0.12%
Programming
Events 3 14.54% 1.04% 0.82% 0.15%
SIG 6 30.26% 1.25% 1.20% 0.16%
Other 3 32.24% 1.19% 1.11% 0.05%

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Communication
Best Practices
• Consistent drumbeat across paid, earned and owned assets
• Re-marketing campaigns to influence the “fence sitters”
• Targeted and personalized communications tailored for specific segments (not
everything to everyone!)
• Speaker/Sponsor/Attendee engagement pre/during/post event
• Editorial calendar tied to programming/holiday calendar
• Balance event promotions with thought leadership and AMA/Chapter POV
• Maintain segmented list within marketing automation tool to assist with targeting
• Encourage full participation of Board in communications (automation Tools/
ready-to-go messages)
• Crisis Communication Plans (speaker changes, event cancellations, etc.)
• Communication sponsors are critical (marketing automation, social media
marketing/reporting, internal communications)
• Embrace moments of opportunity to be REMARKABLE!

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Be REMARKABLE!
Be the Purple Cow!

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Thank You!
Darcy Schuller
Chicago Chapter
President, 2014-15
darcyschuller@gmail.com
@darcyschuller
linkedin/in/darcy

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David Palmer
San Diego Chapter
President, 2015-16
@DavidPalmer82

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Background
14 Board Members
• 40 annual, 30 special event
• 1 paid admin
285 Members
• +16% YOY
1-2 events/mo
• 2 conferences/yr
Challenges
• Geographically large market
• Saturated with orgs, confs

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Old Brand
Brand Audit
• Research
• Interviews
• Comparisons
• SWOT
Rebrand Goals
• Positioning
• Value-based Messaging
• Improved Visuals
• Consistency

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New Brand
Strategic Language
• Mental Model
• Attributes
• Positioning
• Tagline
Brand Management
• Target
• Quality Control
• Plans, Resources

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Leadership
Recruit for Succession!
• Diverse volunteers
Delegate and Empower
• Crucial conversations
Streamline Processes
• Centralize resources, contact info, plans
Plan
• Align to chapter goals
• Review KPIs during Board meetings
• Editorial calendar (key themes, deadlines)
• Each event/campaign requires custom comm plan
Celebrate Wins

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Key Channels
• Website
• Email: 1/wk
• Social: 2/wk – 7/wk
• Events
• WOM
• Board, Volunteers
• Partners
• Sponsors, Media Partners,
PR, Partner Orgs, Calendars

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SDAMA.org Highlights

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Successful Promotions
Collaborative | Strategic | Targeted | Personal

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Collaboration
Cross-Committee Synergies
• Quad call
• Comms calendar
• Weave in brand framework, customer value
Operational Efficiencies
• 3-month lock-in  comm planning, execution
• Event checklist, speaker questionnaire
Project Management, Repository
Collaborative Editing

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Embrace Technology
Digital Integration
• CRM, lead management
• Web, email, mobile
• Content, social
+ Personalization
• Targeted
• In-person interactions
Value-add Communications
• Enriched with AMA membership
Learn.
Connect.

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Content and SEO
SEO Analytics
• Keywords, Google Ads,
CRM, Authority
Fresh Content
• Blogs, Podcasts, Articles,
Events
Lead Generation

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Our Opportunities
“Run the chapter like a business”

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Key Takeaways
Be GREAT at a few things.
Never stop improving.
Reinforce brand promise.
Have fun!

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David Palmer
San Diego Chapter
President, 2015-16
@DavidPalmer82

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ACTIVITY

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Who should be working on delivering Integrated Marketing at the AMA Chapter level?
What key elements should be included in Integrated Marketing at the AMA Chapter Level?
Why should the AMA Chapters focus on Integrated Marketing?
Where should the AMA Chapters focus their Integrated Marketing energies?
When should the AMA Chapter a) plan and b) deploy Integrated Marketing?
Group Activity
Integrated Marketing is a planning process designed to assure that all brand contacts
received by a customer or prospect for a product, service, or organization are relevant
to that person and consistent over time.
Who?
What?
Why?
Where?
When?

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WHY…
The audience is
segmented
Meet them where
they are
Brand consistency
across multiple
platforms
Right message.
Right time. Right
audience.
Top-of-mind
awareness
Top-of-mind
preference
Improve
conversions
Build your list
Forces you to be
strategic
Why should the AMA Chapters focus on Integrated Marketing?

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Who should be working on delivering Integrated Marketing at the AMA Chapter level?
Everyone!
Board Other
Collegiate Communications
Content Manager Digital
Events Logistics
Membership Public Relations
Programming Social
Sponsorship
Advisory Board /
Past Presidents
Local Marketing
Thought Leaders
Media Members
Past Members
National Support
Center
PCC
Speakers /
Presenters
Sponsors Volunteers
WHO…
Total experience. All elements together.

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What key elements should be included in Integrated Marketing at the AMA Chapter level?
Strategy Resources
Strategy and
Goals
Segmentation
of audience
Key
message/s
Calendar
Content
Channels
Budget People
Tools and
Technology
Workflow
Execution
WHAT…
Communications
Project Management
Metrics

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What key elements should be included in Integrated Marketing at the AMA Chapter level?
WHAT…
Tactics
Brand ambassadors
Co-promoting speakers
Graphics
Key take-aways
Logo
Media Partnerships – print, broadcast - targeted
Messaging – key words
Newsletters
Same graphics – correct size
Social media / channels
Video
Be where they are
Consistent structure and
formatting
Utilize data
Recommendations

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Where should the AMA Chapters focus their Integrated Marketing energies?
WHERE …
User Action
Word of Mouth
Social Website Blog
Paid and Earned
Comments
Engage
Newsletter
Signup and
Email
Outreach and
Response
Followers
Interaction and
Promotion
Ads
Member
Registration
Public Relations
Media
Partnerships with
other
organizations
Existing
Relationships and
Sponsors

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Where should the AMA Chapters focus their Integrated Marketing energies?
WHERE …
AMA
Action
Interaction
Engaging
content

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Alignment to strategy
Clear role assignments
Written processes, templates
Content calendar
People and tools
Emails
Social media
Website
Events
Print
Newsletters
Paid advertising
Mobile
Where should the AMA Chapters focus their Integrated Marketing energies?
WHERE …
Internal External

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When should the AMA Chapters a) plan and b) deploy Integrated Marketing?
WHEN …
Plan
 Beginning of the year, at the Board Retreat in June or July
o Custom communications plan for each program (and when it works for them)
o Booster planning after the regional retreat
 What to plan:
Deploy
 Following planning
 Deployment should be recurring, regular and consistent
 Revisit at each board meeting
 Pre- and post-event “envy”
 Following member milestones
o E.g., join, anniversary, inquire
Conferences Events
General
content
Membership
drives
Monthly
events
Newsletters

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Thank You!
Kirsty Nunez
Immediate Past President
San Diego AMA
@KirstyNunez

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