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How to Leverage Components with Grassroots Efforts
Trevor S. Mitchell, CAE, Executive Director, Membership & Technology, ARMA International
Erik Schonher, Vice President, Marketing General Incorporated
Introduction
Trevor Mitchell, CAE Executive Director of
Member Programs & Services
ARMA International @trevm22
Erik Schonher, MBA, CeM Vice President Marketing General
Incorporated @ErikSchonher
White Paper History
Importance of White Paper
Relevance of Components in Organization Strategy Demonstrated how functional areas can work together Marriage of marketing concepts and leveraging components
Integrating Components into your Strategy What is the “basic criteria” for a component?
Area of study Geographic Potential revenue Number of people/size
What is the goal of a component & how does it support the association’s strategic plan?
How are you collecting data about your components?
Grassroots vs. Components
Similarities Leverage individual members Bring together for common
purpose
Difference Grassroots is focused;
Components more general
Leverage of Peer-to-Peer Connections
Stronger Engagement Value at multiple levels
Local/Component level Association level Industry level
Strong connection to organizational direction
Leadership Training Make action item simple for individual to follow
Clear on what to do and how Clear on why they should do it
What is the intended out come How will this be conveyed. How component leaders can assist in this effort
Reinforce message Encourage call to action
Data Tracking Ways to track?
Who followed up on the action of the effort? Sent a letter Made a call Interacted on Social Media Attended Fly-in event
Awareness of the organization on issue
How to start?
Start with the end in mind What are you trying to achieve? What do you want to know?
Start small and expand from there Continue to review, modify, and retry
Questions
Contact InfoTrevor S. Mitchell, CAE Erik Schonher, MBA, CeMExecutive Director Vice PresidentMembership & Technology Marketing General Inc.ARMA International erik@marketinggeneral.comtrevor.mitchell@armaintl.org @ErikSchonher@trevm22
Links: White Paper - 10 Tips to Develop and Effectively Use Components in
Membership Marketing Component Relations Handbook – 2nd Edition 2014 Membership Benchmarking Report
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