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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.
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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.
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
REGISTER NOW FOR TRAINING ALL YEAR-LONG:
Branding for 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
www.cepsm.caAssociation-Trainingwww.actionstrategies.ca
Presenters:Jim Mintz
Managing Partner CEPSM
Bernie Colterman Managing Partner
CEPSM
Mark BuzanPrincipal &
Chief Magnifying Officer Action Strategies
What we do
Strategic Marketing PlanningExhibit and Event MarketingSocial Media – Online EngagementSocial MarketingOrganizational BrandingSponsorship ValuationsRevenue GenerationMembership Development
7
Message Magnifiers for Non-Profits
Traditional and online public relations
• Social Media strategy:
• Blogging, community development and management
• Communications plans
• Media relations
•Membership recruitment/ retention
•Stakeholder engagement
•Increasing event attendance
•Government Relations/ Lobbying
•Grassroots Advocacy strategies that:
• Integrate social media
• Mobilize and recruit members and supporters
What we do
www.actionstrategies.ca
Marketing …Why now? Why should you care?
Our World is Changing Rapidly...
technology
social values
health
economics
demographics
environment
• Associations increasing
• “Do More for Less”
• Need to improve communications and services
• Change in on-line strategies and digital engagement
• Audience Relevance
• Changing revenue models
Association Challenges
Marketing is much more than promotion, advertising, communications or public education…
a process and set of tools wrapped in a philosophy for helping an association do
what it wants to do.
Marketing must be Holistic
• Determining your USP• Defining your customers / members• Delivering compelling communications• Effective program / service delivery• Adding value to the customer experience• Launching innovative programs• Effective pricing• Measuring results for improvement
What are the Benefits of Adopting a Marketing Approach?
Marketing provides a structured system for:
• Expanding your membership & providing value added services to retain existing members
• Supporting sponsorships & commercial partnerships
• Improving advocacy and government relations
• Generating revenue & increasing uptake of your products & services
• Executing integrated marketing communications and behaviour changing campaigns
• Enhancing your image and brand
• Building your reputation through public relations
• Providing a performance measurement framework
• Navigating your organization through difficult change management and gaining member support
If marketing is so great why don’t more associations embrace it?
• Barrier of introducing "performance based culture”• Conflict with core values• Requires significant management support and time
Challenges of Introducing Marketing into an Association
Are you anticipating the changing landscape and developing innovative marketing strategies to move your association to the next level?
Do you have the marketing processes, tools and techniques in place to meet the challenges you face?
Exercise: Check your
Marketing VitalSigns
You know you are a Marketing driven organization when…1. You don’t use terms like general public when referring to target audiences.2. All marketing activities are coordinated & integrated into an overall plan.3. You focus on results and NOT process and politics.4. You do not do the same things every year i.e. programs, services, products.5. Marketing campaigns consistently meet their goals and objectives.6. You have a clear understanding of the needs of your target group(s). 7. Your organization’s brand has value.8. Your organization is focused on “outcomes” not “outputs”.
9. Decision-making is based on evidence-based research, not hearsay or broad-based opinions.
10. Strategic alliances are a key component of your activities.11. You are up-to-date with the latest trends, technologies in the area of
marketing and communications.12. Branding is more than a visual identifier.13. You see the need to understand your “competition”.14. You use all of the marketing mix (4 Ps) and not just promotion.15. Your organization believes the ultimate objective for marketing is
behaviour change.
You know you are a Marketing driven organization when…(cont’d)
Check Your Vital Signs…
If You Scored:
• 12 – 15: You have the tools, processes and culture in place to be successful and sustainable.
• 10 – 12: You are on the right path, but need to examine those areas where you are weak.
• 5 – 10: You are likely struggling and need to take a serious look at priorities and processes.
• 0 – 5: You are likely on the borderline of existence and need to start over.
Don’t Jump!
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
Why do new ideas, programs products and services developed by
Associations
fail?
Idea pushed with lack of supporting evidence Poor organizational systems for evaluating &
implementing High development costs, inadequate promotion,
aggressive competitive response Poor market size measurement, forecasting, and research Poor planning, branding, positioning, segmentation and
budgeting
A Recipe for Failure
10 Best Practices1. Top-down strategic vision and outcomes that are
translated into working terms at all levels2. Client-driven approach3. Programs / services segmented and promoted by
audience4. Prioritization of activities based on need or
opportunity5. Greater linkages between internal functions6. Integrated marketing communications7. Marketing that’s focused on results8. Use of the web as an engagement tool9. Marketing training for managers and line staff10. Branding that lives up to its promise
Post-Webinar Checklist:
A Marketing Plan for an Association should answer the following questions:
1. What are the target market(s)?2. What are the key segments within
these markets?3. What are the needs of each market
segment?4. Who are the key clients, stakeholders,
competitors and potential partners?5. What is the association’s mission?6. What “business” do stakeholders/clients think the association is in?7. How much interest or awareness does the association’s activities
generate?8. How satisfied are the current clients and stakeholders with the
association’s output?
9. What are the major strengths or weaknesses that could either limit or enable expansion?
10. Where are the opportunities to excel?11. What opportunities are presented that will
enable an expanded resource base?12. What specific steps must be taken to capitalize on
the opportunities?13. What benefits does the association have that will allow a
different position from others in the field?14. Are there segments “open” from competition that would allow
the association to excel*?
* Source: Successful Marketing Strategies for Nonprofit Organizations, Barry J. McLeish
Post-Webinar Checklist:
A Marketing Plan for an Association should answer the following questions (cont’d):
Why You Should Invest in this Webinar Program
Learn proven approaches for addressing association challenges
Spend your money (and time) more wisely Identify new revenue opportunities Improve communications with members and stakeholders Build your brand in a competitive marketplace Measure performance
“Marketing is not an event, but a process . . .
It has a beginning, a middle, but never an end, for it is a process.
You improve it, perfect it, change it, even pause it. But you never stop it completely.”
Jay Conrad Levinson
Thanks for your time!
Questions?
Contact Info:Jim Mintz: [email protected] Colterman: [email protected] Buzan: [email protected]: CEPSM.ca / ActionStrategies.caFeedback: [email protected]
