Associations, non-profit organizations, and charities have many unique challenges. Marketing strategy provides the sound foundation for addressing these challenges. Good marketing strategy is the basis of success in everything from public relations, government relations, communications, association governance, sponsorship and revenue generation, brand strategy, social media savvy, & your non-profit organization’s membership recruitment plans.

1. Welcome – we’ll be right with you Webinar: Successful Association Marketing Duration: 1:00 – 2:00 p.m. EST While you are waiting… Audio Dial-In Number: 1-877-314-1234 Participant Code:0723834 NOTE: We will mute all attendees until 2 pm at which time we will unmute the lines to take questions.

3. Welcome Audio Dial-In Number: 1-877-314-1234 Participant Code: 0723834 Webinar: Successful Association Marketing Duration: 1:00 – 2:00 p.m. EST Mute: You are on mute until 2:00 p.m. Q&A: Make note of your Questions Stay for 30 minutes of Q&A at 2:00 p.m. The Series

4. www.cepsm.ca Association-Training www.actionstrategies.ca REGISTER NOW FOR TRAINING ALL YEAR-LONG: Brandingfor Associations: Why it has become invaluable [FEB 8] Maximizing Your Public Relations and Earned Media Potential [FEB 23] Taking a Marketing Approach Towards Corporate Revenue Development [MAR 9] Social Media Marketing: Magnify your org’s online presence[APR 12] Social Marketing and Behaviour Change for Associations [MAY 12] Determining the Value of Your Sponsorships & Partnership Assets [JUNE 22] TBD [AUG 16] Membership Marketing[SEPT 27] Improving Your Selling Skills [OCT 20] Taking a Marketing Approach to Government Relations and Advocacy[NOV 10] Implementing and Measuring Low Cost Marketing Campaigns [DEC 6] Investment: Choose 1 for $95, 3 for $250, 5 for $395 or 10 for $695

5. Presenters: Mark Buzan Principal & Chief Magnifying Officer Action Strategies Jim Mintz Managing Partner CEPSM Bernie Colterman Managing Partner CEPSM

6. What we do Strategic Marketing Planning Exhibit and Event Marketing Social Media – Online Engagement Social Marketing Organizational Branding Sponsorship Valuations Revenue Generation Membership Development

8. Blogging, community development and management

9. Communications plans

10. Media relations

11. Membership recruitment/ retention

12. Stakeholder engagement

13. Increasing event attendance

14. Government Relations/ Lobbying

15. Grassroots Advocacy strategies that:

16. Integrate social media

17. Mobilize and recruit members and supporterswww.actionstrategies.ca

18. Marketing …Why now? Why should you care?

19. Our World is Changing Rapidly... technology health demographics social values economics environment

21. “Do More for Less”

22. Need to improve communications and services

23. Change in on-line strategies and digital engagement

24. Audience Relevance

26. a process and set of tools wrapped in a philosophy for helping an association do what it wants to do.

27. Marketing must be Holistic

29. Defining your customers / members

30. Delivering compelling communications

31. Effective program / service delivery

32. Adding value to the customer experience

33. Launching innovative programs

34. Effective pricing

37. Supporting sponsorships & commercial partnerships

38. Improving advocacy and government relations

39. Generating revenue & increasing uptake of your products & services

40. Executing integrated marketing communications and behaviour changing campaigns

41. Enhancing your image and brand

42. Building your reputation through public relations

43. Providing a performance measurement framework

46. Conflict with core values

48. Exercise: Check your Marketing VitalSigns

49. You know you are a Marketing driven organization when… You don’t use terms like general public when referring to target audiences. All marketing activities are coordinated & integrated into an overall plan. You focus on results and NOT process and politics. You do not do the same things every year i.e. programs, services, products. Marketing campaigns consistently meet their goals and objectives. You have a clear understanding of the needs of your target group(s). Your organization’s brand has value. Your organization is focused on “outcomes” not “outputs”.

50. You know you are a Marketing driven organization when…(cont’d) Decision-making is based on evidence-based research, not hearsay or broad-based opinions. Strategic alliances are a key component of your activities. You are up-to-date with the latest trends, technologies in the area of marketing and communications. Branding is more than a visual identifier. You see the need to understand your “competition”. You use all of the marketing mix (4 Ps) and not just promotion. Your organization believes the ultimate objective for marketing is behaviour change. We need to insert the url for registering for the webinar here

52. 10 – 12: You are on the right path, but need to examine those areas where you are weak.

53. 5– 10: You are likely struggling and need to take a serious look at priorities and processes.

55. Characteristics of Client-Centered Marketing - Branding/Segmentation - Define Competition Broadly - Integrated Communications - Measurement of Outputs - Strategies involve all 4 P’s - Willingness to take “reasoned risks” - Big Picture Thinking - Strategy before Tactics We HAVE TO reduce this down to one slide! 2 at the absolute most

56. Why do new ideas, programs products and services developed by Associationsfail?

58. Poor organizational systems for evaluating & implementing

59. High development costs, inadequate promotion, aggressive competitive response

60. Poor market size measurement, forecasting, and research

61. Poor planning, branding, positioning, segmentation and budgetingWe need to insert the url for registering for the webinar here

62. 10 Best Practices Top-down strategic vision and outcomes that are translated into working terms at all levels Client-driven approach Programs / services segmented and promoted by audience Prioritization of activities based on need or opportunity Greater linkages between internal functions Integrated marketing communications Marketing that’s focused on results Use of the web as an engagement tool Marketing training for managers and line staff Branding that lives up to its promise

63. Post-Webinar Checklist:A Marketing Plan for an Association should answer the following questions: What are the target market(s)? What are the key segments within these markets? What are the needs of each market segment? Who are the key clients, stakeholders, competitors and potential partners? What is the association’s mission? What “business” do stakeholders/clients think the association is in? How much interest or awareness does the association’s activities generate? How satisfied are the current clients and stakeholders with the association’s output?

64. Post-Webinar Checklist:A Marketing Plan for an Association should answer the following questions (cont’d): What are the major strengths or weaknesses that could either limit or enable expansion? Where are the opportunities to excel? What opportunities are presented that will enable an expanded resource base? What specific steps must be taken to capitalize on the opportunities? What benefits does the association have that will allow a different position from others in the field? Are there segments “open” from competition that would allow the association to excel*? * Source: Successful Marketing Strategies for Nonprofit Organizations, Barry J. McLeish

66. Spend your money (and time) more wisely

67. Identify new revenue opportunities

68. Improve communications with members and stakeholders

69. Build your brand in a competitive marketplace

71. Thanks for your time!

72. Questions? Contact Info: Jim Mintz: jimmintz@cepsm.ca Bernie Colterman: berniecolterman@cepsm.ca Mark Buzan: mark@actionstrategies.ca Websites: CEPSM.ca / ActionStrategies.ca Feedback:clairemills@cepsm.ca