The marketing meeting discussed prioritizing corporate marketing efforts for AchieveLinks over the next year. Key priorities included: 1. Developing marketing materials like a Success Guide to promote AchieveLinks benefits to associations, members, and partners. 2. Redesigning the AchieveLinks website to focus on their flagship product and demonstrate partner support. 3. Launching promotional campaigns around industry events to increase exposure for AchieveLinks. The meeting aimed to create a clear plan of action for AchieveLinks marketing communications with assigned responsibilities and deadlines.

1. Marketing Meeting Report
Meeting Date: 3/14/12
Location: Frost Miller Group
Participants: Dave Carrithers, Jackie McMahon, Grady Phelan, Liz Johnson, Katie Tolerico,
Barb Myers and Kevin Miller
Overview:
The purpose of these meeting was to:
1. Reset the overall corporate message
2. Determine strategy as of today forward
3. Prioritize the corporate marketing and promotions efforts
4. Develop a list of all marketing communication activities and assign responsibilities
and dates
5. Cover major items like: ASAE events/activities, product launches, etc.
6. Create a clear understanding of what needs to be created by when.
In addition, marketing was discussed in a prior meeting Monday, 3/12 between Giulietta and
Dave, and in subsequent meetings including an overall ACI team planning meeting on 3/15, and
a sales meeting with Dave, Bill and Pat on Friday, 3/16.
Goals:
1. 120,000 active AchieveLinks users out of a pool of 1.8 million members by March 30 2013
2. Issue 1.4 billion Links Reward Points by March 30, 2013
3. Generate operating income of $72 million by March 30, 2013
4. Secure 300 Association clients with an average of 5,000 members
5. Sign up 10 key industry-specific partners for each association at launch
6. Start working with up to four AMC’s by October 2012
7. Develop campaigns and efforts to generate qualified association leads for sales
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2. Positioning
1. We are selling AchieveLinks – not ACI. AchieveLinks is front and center, with all other
products and services (credit card, gift cards, rewards, marketing and promotional
support, etc.) supporting it;
2. AchieveLinks is the first member engagement and benefit program of its kind built
solely for associations. A key marketing communication and sales objective is to
supersede association executives’ perceptions of affinity programs (discounts) by
educating and exciting them about the membership advantages of our rewards
program;
3. AchieveLinks is a business tool
4. AchieveLinks is about building and strengthening community
5. The least priority of AchieveLinks is every day shopping
6. AchieveLinks is about co-branding, web buying, redeeming links, and supporting
associations from launch to beyond
Target Audiences:
The target audiences for ACI’s corporate marketing communication efforts include:
1. Associations
A. Executive Directors and C-level executives with membership and/or
marketing oversight
B. Small or Mid-sized associations with fewer than 30,000 members
C. Located primarily in these major metropolitan areas: Washington DC,
New York, New Jersey, Pennsylvania, Chicago, St. Louis, California, Boston
and Texas)
D. Construction, facility management and restaurant and catering ndustry
associations
E. State or regional associations of larger national associations (like AGC)
F. Associations with members who have concentrated purchasing power
G. Leaders with a strong desire to bring new thinking and offerings to their
members, a desire to be perceived as creative and forward thinking, and
with decision-making authority
H. Associations that will support ACI’s communication to members with
active participation
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3. From a sales perspective, prospect associations and customers are put into three
buckets:
“A” associations – those who will put a champion on the programs and
really own it. They understand the affinity partner side and what
differentiates AchieveLinks from other affinity programs, plus members
with Concentrated Purchasing Power;
“B” associations – they kind-of get it. They have the same qualifications
as “A” associations but don’t invest the same amount of time;
“C” associations – they don’t have concentrated purchasing power
Generally speaking, selling and communicating to these associations can be viewed
as a bell curve: the “A” associations will find a way to make the program work and
the “C” associations are relatively worthless to us. Getting “B” associations moved
up to “A” thinking and actions is where we put the majority of our effort. They need
a little push in order to succeed.
2. Association Management Companies (AMCs)
AMCs are professional service firms that provide executive, administrative, and
financial management; strategic counsel planning; membership development; public
affairs and lobbying; education and professional development; statistical research;
meetings management; and marketing and communication services, typically to
smaller associations. The associations they manage would share the same
demographic and psychographic characteristics of the associations that are directly
targeted by ACI (see above).
3. Affinity Partners
B. Product or service suppliers to the association industries targeted
C. Also, product or service suppliers to the specific association customers
D. Most likely already have a reseller or commission-based selling structure
for others outside the organization
E. Most likely do not have a loyalty program and could not warrant
developing one on their own, but see the value of such programs
F. Most likely a regional or second-tier player in their markets
In addition to ACI’s corporate marketing effort, the company will work with association clients
to promote the AchieveLinks program to members, through an integrated and coordinated
campaign of direct marketing (digital and print), advertising (digital and print), web and social
media engagement, and promotion at association events.
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4. Benefits
The benefits of AchieveLinks—for associations and AMCs, Affinity Partners and members—
need to be better communicated.
1. For associations and AMC’s
A. Increase member engagement
B. Membership recruitment tool
C. Co-branded credit card with increased share-of-wallet
D. Co-branded website.
E. Non-dues revenue generating opportunities based on the success of the
program
F. Ongoing promotional and member marketing support for holidays,
association specific activities and other programs including association
conferences and events
G. Gives small associations access to programs and opportunities previously
available to only larger groups
2. For Affinity Partners
A. Increase sales opportunities with members
B. Solidify relationship with association
C. Increase frequency of purchasing
D. Increase the total purchasing amount by consolidating purchasing
E. Rewarding loyalty customers
F. Upselling opportunities
G. Gathering additional purchasing behavior trends data
H. Low risk, only pay when there is a sale
3. For members
A. Exciting and valuable industry partners to earn Links loyalty points both
for business purchasing and everyday spending
B. Ongoing membership in the fastest and richest earnings reward points
program – double, triple and greater earnings potential, plus bonus
earnings allowing members to earn points faster and rewards sooner
C. Visa platinum credit card that earns Links Reward Points for everyday
purchases and bonus links when purchasing from Affinity Partners via the
AchieveLinks program website.
D. They can use links to pay for association products – dues, events, etc.
along with travel, merchandise, gift card and more rewards.
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5. Marketing Communication Programs
Marketing communication programs to support corporate marketing efforts were discussed in
detail and prioritized into A (immediate), B (intermediate) and C (less urgent) categories.
(Member marketing was also discussed, though not in quite as much detail.) A breakdown of
each follows, along with notation of who is responsible for each item and its approximate
deadline.
“A” Priorities
1. Success Guide for associations (including one-pager and PowerPoint). This tool will
help the sales force present the benefits of AchieveLinks to association executive
prospects and act as a leave-behind for associations to share with key staff, Boards
and committees. The guide will be produced in print and digital versions. The version
used will be decided by the presenter and to address the needs of the prospect. The
guide will be roughly divided into three sections: 1) an explanation of the
AchieveLinks programs and its benefits to the association, its members, and its
sponsors and supplier members; 2) the association’s role in the program’s success;
and 3) the Fast Track program. FMG will work with Jackie to develop these materials.
The goal is to have temporary Success Guides finished by March 30 with printed,
more permanent versions ready by mid April.
2. Website (www.affinitycenter.com). The website must be refocused to promote the
flagship product AchieveLinks, with different features and/or program highlights
changing on a roughly monthly basis. The graphic approach will be simpler and
cleaner, along the lines of Apple’s website. The three targets for the website are
associations, AMCs and Affinity Partners. The website should be laid out in a way
that it is easy for these target audiences to self select where they can get the
information they need (with three menu boxes beneath a main visual). A scrolling
list of Affinity Partner logos will be displayed to demonstrate the credibility and
buying power that the program represents. FMG will revamp the website with
oversight by Grady. Work will commence immediately with a detailed schedule to
come by March 21.
3. ASAE MMCC conference 90-day campaign. Much of the tactical marketing
communication plan is focused on communication around the events at which ACI is
speaking, exhibiting or sponsoring. The first of these is the ASAE Marketing,
Membership & Communications Conference May 23-24 in Washington. The
campaign will include theme development, booth design and construction, pre-, at-
and post-show promotion, and attendee engagement strategies. Grady will direct
the theme development and overall design of the booth and work in concert with
FMG to develop pre-, at- and post-show promotional materials. FMG will provide on-
site support. Work will commence immediately with theme and booth design taking
place now, with pre-show emails and updates to product fliers started in mid-April.
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6. 4. Prospect development campaign. A campaign is needed to continually feed
prospects to the sales team. This effort will include development of lists of
association executive and AMC prospects, both within and outside of ASAE
membership; and tactics that may include advertising, direct marketing (digital and
print), advertising, face-to-face, webinars and eNewsletters. FMG will coordinate this
effort, first by researching and renting databases, then developing a campaign
strategy, and finally by executing tactics. Templates for eNewsletters and webinars
will be designed so they can be ready as soon as needed.
5. ASAE sponsorship engagement. ACI and ASAE have entered a three-year corporate
partnership developed to provide maximum exposure for AchieveLinks and create
alignment between ACI and ASAE. The sponsorship represents a bundled package to
help build and maintain a relationship with ASAE members and the association
community as a whole. In order to ACI to get the maximum possible benefit from the
sponsorship, a proactive effort of engagement is needed. FMG, along with Dave C., will
work closely with ASAE to ensure that ACI is getting the absolute most possible from
its sponsorship. This will include regular phone meetings, as have been occurring
since the partnership started.
6. Rollup campaign. ACI’s sales team has identified a solid opportunity in promoting
AchieveLinks to other state and local associations of national associations to whom
they have already targeted a state or local chapter. A good example of this is the
Associated General Contractors. ACI is already working with the Washington and St.
Louis chapters. A rollup campaign is needed to promote the program to other AGC
chapters. This program could include elements of video, face-to-face (at the
association’s annual or leadership events), targeted messaging and landing pages.
Other associations that have similar profiles to AGC include ABC, IFMA, and specialty
contractor associations like NECA and MCA, among others. FMG will develop a
strategy and then execute marketing communication materials for ACI. Strategic
development is underway and once completed, a suggested plan with due dates will
be presented to ACI.
7. ACI message laddering. Grady will develop a visual representation of the messaging
that could be used to promote ACI and AchieveLinks to associations and members.
This is under way now.
8. Membership marketing campaign (three). A marketing campaign needs to be
developed to be used to promote the AchieveLinks program to members. The
purpose of the campaign is also to demonstrate to associations that ACI can do the
work for them. It will also be developed in advance so that it can be shared as part
of the Success Guide (at least in future iterations of it). Grady will develop a strategy
and then execute marketing communication materials for ACI. Strategic
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7. development is underway and once completed, a suggested plan with due dates will
be presented to ACI.
“B” Priorities
1. Canned events. An overall event marketing strategy needs to be developed with a
series of situations planned and designed in advance. These would primarily be
targeted to association members with different themes and designs used depending
on the makeup of the association membership and would include booth design and
construction, talent options, messaging and promotional materials. Grady will
develop a strategy and then execute marketing communication materials for ACI.
Strategic development is underway and once completed, a suggested plan with due
dates will be presented to ACI.
2. Video donuts. Video donuts are typically 60-second produced spots with general
promotional information at the beginning and end with a ‘hole’ in the middle for
customization. They would be used for promoting to associations – specifically as
part of the association rollup campaign where one executive director can tell others
about the benefits of using AchieveLinks, and to members – where executive
directors would endorse the program and encourage participation. Grady and FMG
will work in concert to develop themes, storyboard and produce the donuts. They will
then identify people to fill the donuts, script and record their segments. Theme
development and full schedule will be presented to ACI shortly.
3. Association advertising campaign. A campaign of three ads spinning off the “It’s all
about members” ad needs to be designed and created in advance so that they can
be used as needed for different situations and target audiences. The ads will focus
on the primary benefits of the program. Preparing the ads in advance will help
maintain consistency in positioning and branding. FMG, with oversight from Grady,
will develop the ads. A schedule will be given to ACI by COB Wednesday.
4. Public relations campaign. The PR effort has floundered with the lack of content and
direction, but Dave and Giulietta will constantly feed Liz with ideas and content for
press releases and feature article pitches. FMG will work closely with Dave and
Giulietta to develop story ideas, and refine its strategy for FY 2013 and present it to
ACI by COB Friday.
5. ASAE Annual Meeting 90-day campaign. Similarly to the ASAE MMCC 90-day
campaign mentioned above but on a grander scale reminiscent of ACI’s launch at the
ASAE Annual Meeting and Expo in 2011, a campaign will be developed that includes
theme development, booth design and construction, pre-, at- and post-show
promotion, and attendee engagement strategies for the 2012 annual meeting
August 11-14 in Dallas. Grady will direct the theme development and overall design
of the booth and work in concert with FMG to develop pre-, at- and post-show
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8. promotional materials. FMG will provide on-site support. Themes will be developed
by May 1 with booth design commencing immediately thereafter, with pre-show
emails and updates to product fliers started in mid-June to launch in early July.
6. AchieveLinks Facebook and Twitter campaigns. Because one of AchieveLinks main
selling points is its ability to create communities of buyers and strengthen the
communities already established by members, ACI needs to have a robust social
media presence and be active participants in its association member social media
sites (whether public like Facebook or proprietary to the association). The social
media pages are set up; they just need to be promoted on the AchieveLinks site and
we need to start getting content that is geared toward members…product news,
promotions, etc. In addition, we need to get to members right away- when they
enroll, we should make it a visible option for them to like us on FB and Twitter. FMG
will work closely with Dave and Giulietta to develop content. Once technical glitches
are rectified and the Facebook and Twitter links on the AL user site are working, FMG
will begin an active campaign of engagement on those social media sites.
7. Success Guide for Affinity Partners. Similar to the effort targeting association
executives, and Success Guide for Affinity Partners will be developed that includes a
print and digital leave-behind, a one-pager and a PowerPoint presentation. FMG will
work with Jackie and Jeff/Joe to develop these materials. A detailed schedule will be
provided to ACI shortly.
8. Promotion campaign targeting Affinity Partners. A more proactive marketing effort
is needed to attract Affinity Partners to the program. Most of this effort will be
specifically targeted toward companies that sell to the members of specific
associations who are ACI clients, as well as those that sell to the targeted industries
as a whole. An important aspect of this campaign is that is can “plug-and-paly” by
the associations to target their corporate sponsors and supplier members, as well.
Elements of this campaign could include direct marketing (digital and print),
advertising within industry trade publications, and a more robust and sales-oriented
web presence. FMG will develop a strategy and then execute marketing
communication materials for ACI. Strategic development is underway and once
completed, a suggested plan with due dates will be presented to ACI.
9. Ongoing social media content development. It is essential that the social media
campaigns remain consistent and interesting in order to promote community and
engagement. To that end, ACI will provide more content and ideas to FMG and
team. In addition, responsibilities and subject focus for Blog writers needs to be
addressed so that they can presented in a more consistent, regular fashion. FMG will
work closely with Dave and Giulietta to develop content and continue posting to the
Facebook page and tweeting with the goal of actively engaging users, and get
direction from Dave on enhanced Blog use.
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9. “C” Priorities
1. Product demonstration videos. An important objective of the marketing
communication program is to simplify the program in the eyes of ACI’s target
audiences. One key way to do this is through product demonstration videos that
clearly and powerfully show how AchieveLinks is used and how the program is
managed by associations, members and Affinity Partners. FMG will begin developing
estimates for these demo videos. Grady and FMG will work in concert to develop
themes, storyboard and produce the videos. FMG is in the process of gathering
production estimates. Theme development and full schedule will be presented to ACI
shortly.
2. White papers. The first white paper to be developed will focus on “The Science
Behind Member Loyalty,” which will become the basis of ACI’s ASAE Meeting
presentation. Subsequent subjects are to be determined. FMG will begin working on
this white paper as soon as time allows. FMG will begin gathering information for
the first white paper and work with Dave and Giulietta to develop ideas for
additional papers.
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