Modern marketing for associations with a heavy focus on digital marketing for small staff associations. Presentation created & delivered by Suzanne Carawan, CMO of HighRoad Solution, for Mortgage Bankers Association's state and local conference held April 8, 2014.

1. Modern Marketing for Associations
MBA State and Local Workshop 2014
Suzanne Carawan
Chief Marketing Officer
HighRoad Solution
scarawan@highroadsolution.com
703.297.8480
social: suzannecarawan

2. 2
What is Digital Marketing?
Websites
• Event registration sites
• Organizational site
• Intranets
Mobile
• Optimized websites
• Optimized emails
• SMS Text Messaging
• Optimized Content
• Org & Event Apps
Email Marketing & Marketing Automation
• Newsletters
• Preference Centers
• Promo Offers & Product Marketing
• Join and Renew Processes
• Event Marketing
Advertising
• Google AdWords
• Search Engine
Marketing/Optimization
• Promoted Tweets
• LinkedIn Advertising
• Banner Advertising
Social Marketing
• Facebook
• LinkedIn
• YouTube
• Twitter
• SlideShare
• Instagram/Pinterest
Live Activation
• RFID
• QR Codes
• Interactive Kiosks
• Social Media Walls

3. 3
Why Now? Competition for Mindshare

4. 4
Shift of Power to Consumer’s Ability to Broadcast Word of
Mouth Opinions
Direct Marketing Influence Marketing

5. 5
Healthy Association Population

6. 6
Typical Association Population

7. 7
What’s Hot Now
• Prospecting to Grow (Lead Generation)
• Content Marketing
• Social Marketing
• Graphic Design
• Automation
• Email Marketing (Consolidate & Integrate)
• Behavioral Tracking

8. 8
Challenges of Associations in Modern Marketing
• Hyper-Personalization
• Responsive Design
• Content Marketing
• MarTech
• Behavioral Data
• Scrolling
• User Preferences
• Metrics-Driven
• Blast Communications
• Non-Responsive Design
• Members Only Content
• Marketing and IT
• Open Rates & CTRs
• “Above the Fold”
• Convenient for Staff
• Hoping & Praying
Hot Not
What’s Working

9. 9
Challenges of Associations in Modern Marketing
• Finding/Affording
Technically Skilled Workers
• Keeping Low Cost Staff
• Cost of Technology
• Non-Integrated Systems
• Departmental Silos
• Execution
• Finding Marketers
• Gen X Leaders
• Cost of Wrong Technology
• Goodness of Fit of Right
Ecosystem
• Wrong Jobs & Structure
• Strategy
Traditional Modern
Challenges

10. 10
Good News
• New Digital Marketing Options:
• Designed for Non-Technical Users
• Created for Mobile First
• Pre-Connected to Other Systems
• Built In Dashboard Reporting for Decision Making
• Built In Training and Help for Volunteers, Staff
Turnover
• Focuses on Strategy, Not Tactics
• Unlimited Creativity
• Most Economical Way to Market Ever Created