Summary slides of 12 case studies from four seasoned association marketing professionals. Based on the success of last year's program, this panel of association management company marketing specialists returns with a dozen case studies highlighting integrated marketing programs for membership, meetings, public awareness, and product launches. Learn what works and what doesn’t. Explore the tools used to create, deliver and measure marketing programs. Walk away with loads of ideas you can use right away! From the 2013 ASAE annual meeting in Atlanta.
3. Laura Davis, CAE
Association Management Center
Russ Lemieux
Kellen Company
Jeanne Sheehy
Bostrom Corporation
Jill Hronek
The Sherwood Group Inc
Presenters
23. Challenges
Changing industry
Social/Mobile drivers
changing member
needs
Strategic branding
effort by leaders
Relevance for market
and association future
24. Strategies
Retain PIMA‟s longstanding value to
current members while changing
services, brand promises and value
proposition for the evolving market
Integrated marketing plan
Digital presence and content marketing
strategy
Focus on member retention, membership
growth through new messaging and
tactics, and meeting attendance and
attendee profile
Increase PIMA awareness in existing and
new market areas
25. Tactics
Facilitated Branding sessions
Identify new prospect profiles
Integrated marketing plan to establish
all elements of the rebranding
launch, resources needed and timing
Development of new logo, tag
line, mission and vision statement as
well as AMS and web site
Leverage volunteer thought leadership
for educating members on back story
of rebranding initiative
Identification of all metrics to gauge
success or changes needed to plan
26. Results
• 2013 Annual Meeting broke
every attendee record
• Web/AMS launch providing
members new
branded, mobile friendly
site, content and enhanced
profile
• Web stats increase in # of
visitors, time on site and % of
new visitors
• PIMA retained every member
except one and added 6 new
40. Strategies: Value Add & Next-Gen
• Highlight special &
accessible new features to
loyal Listserv participants
• Promote next-
gen, innovative features to
membership at large
• Promote niche capabilities
to special interest groups
48. Strategies
Integrate the goals of the
marketing plan into the
content strategy
Look at latest content
marketing strategies and
focus on a few relevant and
doable for PIMA
Focus on content that
explains the new brand and
educates members and
prospects on the new PIMA
Launch new survey and
leverage the results for
contributors, members and
the public
49. Tactics
MidYear Meeting Marketing Plan
building on successful strategies from
the Annual Meeting
Meeting Mobile Site
Produced a „sellable‟ summary report
of both Surveys
Built a calendar for planning and
tracking messages and distribution
outlets for staff and volunteers
Integrated content strategy with
membership growth goals and
utilized key committee for
membership and marketing tactics
50. Results
• Mobile event app
• Web site on path to
nearly double web
visitors in second
half of 2013
• Member recruitment
strategy already
resulted in 3 new
members
63. NYWICI:
Communicating to Communicators
Challenge: Deliver relevant marketing and social
media to members who do it for a living
• New York Women in Communications members are early
adopters of new technologies and platforms, so the
organization must embrace new strategies
64. Maintaining Relevance
• Social Media
• Redesigned Website & Fresh Branding
• Outreach to Young Professionals/Students
• Matrix Awards
65. Social Media
• Presence on all major
platforms
• Leverage members’ expertise
and resources
• Staff and volunteer teamwork
• Daily tweets and posts
• Live tweeting events
• Biweekly Twitter chats
68. Young Professionals
and Students
• Dedicated committees &
programming
• Publications, social media
accounts aimed at students
• Scholarship program
69. NYWICI Results
• Increased social media engagement
– Additional 1,500 Twitter followers in past year
– NYWICI credible source; tapped as a thought
leader on women in workplace and related
issues.
• Increased attendance at events
• Student/Young Professionals fastest-growing
demographic
72. Strategies
Integrated Marketing Plan
Digital Presence Review
Practitioner name change
Content Strategy
Develop education that
results in a higher level of
care
Launch new practice
analysis program
73. Tactics
Full digital presence review
with SWOT analysis on web
site
Developed LinkedIn
community
Strengthened NAB
positioning
Identify new target markets
Enhanced content marketing
strategy for the future
74. Results
• Website successfully
launched in May 2013
• 6K unique visitors looking
at more than 3 pages per
visit, spending an average
of 3 ½ minutes on the site
with 67% of visitors being
new
• Research provider chosen
• Communications strategy
underway