Take the MarComm MakeoverChallengeMay 23, 2012Hub Tag: #MMCCon LD2Content Leaders:Chris DursoElizabeth W. Engel, M.A., CAE...
Your Stylists                #MMCCon LD2
1. The Magazine• Strong. Smart. Classic.• The Brooks Brothers suit / black  cocktail dress of communications              ...
The Magazine: The Bencher               • Published by the                 American Inns of                 Court (AIC)   ...
The Magazine: Its Association   • AIC’s members: More than 25,000     state, federal and administrative     law judges, at...
The Magazine: What It Does  • The Bencher’s mission:    “Provide a regular communication link    among the national office...
The Magazine: How It Works  • The Bencher’s content:    “Articles about developments in legal    ethics and professionalis...
The Magazine: What It Needs  • The Bencher’s future:    “The design is 10 years old, and surely    conveys that. … We want...
The Magazine: Dress the Part                           #MMCCon LD2
The Magazine: Dress the Part                           #MMCCon LD2
1. The Magazine: No Pleats                             #MMCCon LD2
1. The Magazine: No Pleats                             #MMCCon LD2
The Magazine: Dry Clean Only                           #MMCCon LD2
The Magazine: Dry Clean Only                           #MMCCon LD2
The Magazine: Accessorize!                             #MMCCon LD2
The Magazine: Accessorize!                             #MMCCon LD2
The Magazine: The New Black                          #MMCCon LD2
The Magazine: The New Black                          #MMCCon LD2
The Web and Social Digital Media    • Versatile. Fresh. Statement piece.    • The designer accessory of      communication...
Digital Media:Upper Midwest chapter, IAAP                    • International                      Association of          ...
Digital Media: Its Association  • IAAP’s MN-ND-SD division has 16    chapters with 700 administrative    professional/offi...
Digital Media: Its Association  • IAAP’s mission: “To enhance the    success of career-minded    administrative profession...
Digital Media: How It Works • IAAP MN-ND-SD’s content:   Website: Personal/professional   development through education & ...
Digital Media: What It Needs  •   Focus  •   Personality & polish  •   Web-friendly editing  •   Consistency              ...
Digital Media:Short Hemlines Are Always IN                               #MMCCon LD2
Digital Media:Short Hemlines AreAlways IN                #MMCCon LD2
Digital Media:Short Hemlines AreAlways IN                #MMCCon LD2
Digital Media: Short Hemlines Are Always IN                                    #MMCCon LD2
Digital Media: Short Hemlines Are Always IN                                    #MMCCon LD2
Digital Media: Avoid Loud Prints                              #MMCCon LD2
Digital Media: Avoid Loud Prints                              #MMCCon LD2
Digital Media: Dress to Impress!                              #MMCCon LD2
Digital Media: Dress to Impress!                              #MMCCon LD2
Digital Media: Dress to Impress!                              #MMCCon LD2
Digital Media: Play Up Your Best Assets                                 #MMCCon LD2
Digital Media: Play Up Your Best Assets                                 #MMCCon LD2
Digital Media: Tailored Fit                              #MMCCon LD2
Digital Media: Tailored Fit                              #MMCCon LD2
Digital Media: Tailored Fit                              #MMCCon LD2
Digital Media: Tailored Fit                              #MMCCon LD2
The Campaign• Vision. Creativity. Experimentation.• Designing the Armani Spring Collection                                ...
The Campaign• Organization: Child Care  Resource & Referral (ND)• Program: Early Childhood  Rating & Improvement System• P...
The Campaign: Don’t Be a DON’T  Early Childhood      Rating &Improvement System                            #MMCCon LD2
The Campaign: Do Be a DO!      STAR Quality                            #MMCCon LD2
The Campaign: Know Your Audience                            #MMCCon LD2
The Campaign: Know Your Audience                              #MMCCon LD2
The Campaign: One Dress Is     Not a Collection                         #MMCCon LD2
The Campaign: Design to Sell                           #MMCCon LD2
The Campaign: Design to Sell                           #MMCCon LD2
Ready to Wear! It’s YOUR turn...to make over the ASAE renewal campaign!                       #MMCCon LD2
Makeover: ASAE’s Invoice   #MMCCon LD2
Makeover: ASAE’s AssociationProfessional Letter                               #MMCCon LD2
Makeover: ASAE’s Industry Partner Letter                                     #MMCCon LD2
Makeover: ASAE’s Email                         #MMCCon LD2
Makeover: ASAE’s Magazine Wrap                             #MMCCon LD2
Makeover: ASAE’s ScheduleMonths into   CEO Members         Association Staff   Young Professional   Consultant Members   I...
Makeover: ASAE!Process• Three renewal invoices with no letter• Telemarketing call• Magazine wrap on Associations Now• Rene...
Magazine: Tips to Look Great! •   Stay current •   Challenge people •   Stories, not sermons •   Don’t be a hater •   Have...
Web & Social Media: Tips to Look Great! •   Think about your audience •   Inside voice v. outside voice •   A picture is w...
Campaigns: Tips to Look Great! •   Clarity •   Call to action •   Does it pass the Mom test? •   Brand •   Test test test ...
Contact UsChris Durso                         Layla MasriExecutive Editor, PCMA Convene      PresidentProfessional Convent...
MarComm Makeovers
MarComm Makeovers
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MarComm Makeovers

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Presentation on marketing & communications makeovers given by Layla Masri, Chris Durso and Elizabeth Engel at the ASAE Marketing, Membership & Communications Conference, May 23, 2012

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  • Chris wore a fuchsia tie/cummerbund to match dateEWE notorious shoe collectionLayla has an entire closet to house her accessories. Don’t judge.
  • Dress the Part = Be what you are. The Bencher isn’t a newsletter, but it’s designed like one, and much of its front-of-the-book content is written for one.
  • Dress the Part = Be what you are. The Bencher isn’t a newsletter, but it’s designed like one, and much of its front-of-the-book content is written for one.
  • No Pleats = Be timely. Be current. Be relevant.
  • No Pleats = Be timely. Be current. Be relevant.
  • Dry Clean Only = Watch out for clutter. This is a great topic, but the layout is dense – and the extra line spacing between paragraphs is distracting. Go for clean and sharp. (NOTE: This is a great topic that would have been a great choice for the cover story.)
  • Dry Clean Only = Watch out for clutter. This is a great topic, but the layout is dense – and the extra line spacing between paragraphs is distracting. Go for clean and sharp. (NOTE: This is a great topic that would have been a great choice for the cover story.)
  • Accessorize! = Use the variety of your reader/member experiences to tell stories – in the process giving your content some personality.
  • Accessorize! = Use the variety of your reader/member experiences to tell stories – in the process giving your content some personality.
  • The New Black = Don’t underestimate your audience. Try new things all the time – like this piece of fiction – but when you do, make a big deal about it. Don’t hide it in the back of the book.
  • The New Black = Don’t underestimate your audience. Try new things all the time – like this piece of fiction – but when you do, make a big deal about it. Don’t hide it in the back of the book.
  • What it does right: Timely information on their conference, incorporates Twitter feed, personalized message from the presidentWhat it can do better: Eye doesn’t have a place to land, competing fonts/sizes, nothing here screams office assistant or showcases their importance, not all that obvious that this is a division site (gets lost in the image). Also, “Making the leap to remarkable” gets prime real estate but does anyone know what it’s about?
  • In red is what gets cut off w/o scrolling. This page is too long, too many columns. Treat the home page as a table of contents to move people to appropriate places. The only image is at the very bottom
  • What makes this a regional division? Use compelling, illustrative imageryPick a font and stick with it. Create standard styles for headlines, link colors, etc.
  • Timely twitter feed, but it’s nearly pushed below the fold. This is the most current info but is barely on screen!
  • Too many competing fonts, colors, sizes. Also, why link to hotels only? Why not link to more info on the actual meeting details?
  • Too many competing fonts, colors, sizes. Also, why link to hotels only? Why not link to more info on the actual meeting details?
  • Does this look like a place for vibrant networking? No idea what kind of conversations are going on or how to take part. Too sterile. Also, make it clear these are only accessible via login instead of clicking to find a roadblock.
  • Accessorize! = Use the variety of your reader/member experiences to tell stories – in the process giving your content some personality.
  • Consider a listing of events instead of a desolate calendar view if you don’t have a ton of meetings each month. Avoid looking like there’s not much going on!
  • Great job – this is timely, relevant stuff. Engaged audience is commenting, they are using appropriate hash tags. To do better – shorten those urls to be able to fit in more content
  • Great job – this is timely, relevant stuff. Engaged audience is commenting, they are using appropriate hash tags. To do better – shorten those urls to be able to fit in more content
  • Wow, this is a long Twitter handle! They’ve already used up 13 characters out of 122 in their name alone. Consider a shorter name, and one that is easier to spell (note difference between dashes and underlines between state abbreviations)
  • As noted earlier, if this is a critical piece of marketing, then it need to be further explained as to how it ties into the organization and the division.
  • Stop point – invoice, Assn Prof letter, Industry partner letter, email, magazine cover, schedule and processTOP THREE TIPSWork at tables for XX minutes, then report out
  • MarComm Makeovers

    1. 1. Take the MarComm MakeoverChallengeMay 23, 2012Hub Tag: #MMCCon LD2Content Leaders:Chris DursoElizabeth W. Engel, M.A., CAELayla Masri
    2. 2. Your Stylists #MMCCon LD2
    3. 3. 1. The Magazine• Strong. Smart. Classic.• The Brooks Brothers suit / black cocktail dress of communications #MMCCon LD2
    4. 4. The Magazine: The Bencher • Published by the American Inns of Court (AIC) • Bimonthly • Four-color • In-house staff #MMCCon LD2
    5. 5. The Magazine: Its Association • AIC’s members: More than 25,000 state, federal and administrative law judges, attorneys, legal scholars and law students • AIC’s mission: “[F]oster excellence in professionalism, ethics, civility, and legal skills.” #MMCCon LD2
    6. 6. The Magazine: What It Does • The Bencher’s mission: “Provide a regular communication link among the national office, local Inns, and members of the American Inns of Court.” #MMCCon LD2
    7. 7. The Magazine: How It Works • The Bencher’s content: “Articles about developments in legal ethics and professionalism, the activities of local American Inns of Court, profiles of prominent Inn members, and information about local Inn programs.” #MMCCon LD2
    8. 8. The Magazine: What It Needs • The Bencher’s future: “The design is 10 years old, and surely conveys that. … We want to stand out from all of the other content that our members get.” #MMCCon LD2
    9. 9. The Magazine: Dress the Part #MMCCon LD2
    10. 10. The Magazine: Dress the Part #MMCCon LD2
    11. 11. 1. The Magazine: No Pleats #MMCCon LD2
    12. 12. 1. The Magazine: No Pleats #MMCCon LD2
    13. 13. The Magazine: Dry Clean Only #MMCCon LD2
    14. 14. The Magazine: Dry Clean Only #MMCCon LD2
    15. 15. The Magazine: Accessorize! #MMCCon LD2
    16. 16. The Magazine: Accessorize! #MMCCon LD2
    17. 17. The Magazine: The New Black #MMCCon LD2
    18. 18. The Magazine: The New Black #MMCCon LD2
    19. 19. The Web and Social Digital Media • Versatile. Fresh. Statement piece. • The designer accessory of communications. #MMCCon LD2
    20. 20. Digital Media:Upper Midwest chapter, IAAP • International Association of Administrative Professionals • Regional division of global assn #MMCCon LD2
    21. 21. Digital Media: Its Association • IAAP’s MN-ND-SD division has 16 chapters with 700 administrative professional/office assistant members • Parent organization has 20,000 global members #MMCCon LD2
    22. 22. Digital Media: Its Association • IAAP’s mission: “To enhance the success of career-minded administrative professionals by providing opportunities for growth through education, community building and leadership development.” #MMCCon LD2
    23. 23. Digital Media: How It Works • IAAP MN-ND-SD’s content: Website: Personal/professional development through education & activities, community and networking tools, event info, professional resources Social Media: Timely news/announcements, event info, awards/accolades, office tools insight #MMCCon LD2
    24. 24. Digital Media: What It Needs • Focus • Personality & polish • Web-friendly editing • Consistency #MMCCon LD2
    25. 25. Digital Media:Short Hemlines Are Always IN #MMCCon LD2
    26. 26. Digital Media:Short Hemlines AreAlways IN #MMCCon LD2
    27. 27. Digital Media:Short Hemlines AreAlways IN #MMCCon LD2
    28. 28. Digital Media: Short Hemlines Are Always IN #MMCCon LD2
    29. 29. Digital Media: Short Hemlines Are Always IN #MMCCon LD2
    30. 30. Digital Media: Avoid Loud Prints #MMCCon LD2
    31. 31. Digital Media: Avoid Loud Prints #MMCCon LD2
    32. 32. Digital Media: Dress to Impress! #MMCCon LD2
    33. 33. Digital Media: Dress to Impress! #MMCCon LD2
    34. 34. Digital Media: Dress to Impress! #MMCCon LD2
    35. 35. Digital Media: Play Up Your Best Assets #MMCCon LD2
    36. 36. Digital Media: Play Up Your Best Assets #MMCCon LD2
    37. 37. Digital Media: Tailored Fit #MMCCon LD2
    38. 38. Digital Media: Tailored Fit #MMCCon LD2
    39. 39. Digital Media: Tailored Fit #MMCCon LD2
    40. 40. Digital Media: Tailored Fit #MMCCon LD2
    41. 41. The Campaign• Vision. Creativity. Experimentation.• Designing the Armani Spring Collection #MMCCon LD2
    42. 42. The Campaign• Organization: Child Care Resource & Referral (ND)• Program: Early Childhood Rating & Improvement System• Problem: Pilot  Full deployment #MMCCon LD2
    43. 43. The Campaign: Don’t Be a DON’T Early Childhood Rating &Improvement System #MMCCon LD2
    44. 44. The Campaign: Do Be a DO! STAR Quality #MMCCon LD2
    45. 45. The Campaign: Know Your Audience #MMCCon LD2
    46. 46. The Campaign: Know Your Audience #MMCCon LD2
    47. 47. The Campaign: One Dress Is Not a Collection #MMCCon LD2
    48. 48. The Campaign: Design to Sell #MMCCon LD2
    49. 49. The Campaign: Design to Sell #MMCCon LD2
    50. 50. Ready to Wear! It’s YOUR turn...to make over the ASAE renewal campaign! #MMCCon LD2
    51. 51. Makeover: ASAE’s Invoice #MMCCon LD2
    52. 52. Makeover: ASAE’s AssociationProfessional Letter #MMCCon LD2
    53. 53. Makeover: ASAE’s Industry Partner Letter #MMCCon LD2
    54. 54. Makeover: ASAE’s Email #MMCCon LD2
    55. 55. Makeover: ASAE’s Magazine Wrap #MMCCon LD2
    56. 56. Makeover: ASAE’s ScheduleMonths into CEO Members Association Staff Young Professional Consultant Members Industry PartnerMembership Members Members MembersMonth 10 First Invoice First Invoice First Invoice First Invoice First InvoiceMonth 11 Second Invoice Second Invoice Second Invoice Second Invoice Second InvoiceMonth 12 Magazine Wrap Magazine Wrap Magazine Wrap Magazine Wrap Magazine WrapMonth 13 Third Invoice Third Invoice Third Invoice Third Invoice Third InvoiceMonth 14 CommNet Exit Call CommNet Exit Call CommNet Exit Call CommNet Exit Call CommNet Exit CallMonth 15 Personal email Personal email Personal email Personal email Personal emailMonth 15 Renewal Letter Renewal Letter Renewal Letter Renewal Letter SM Renewal Letter #MMCCon LD2
    57. 57. Makeover: ASAE!Process• Three renewal invoices with no letter• Telemarketing call• Magazine wrap on Associations Now• Renewal letter – only goes out after lapse• Renewal email – “last ditch effort” #MMCCon LD2
    58. 58. Magazine: Tips to Look Great! • Stay current • Challenge people • Stories, not sermons • Don’t be a hater • Have fun! #MMCCon LD2
    59. 59. Web & Social Media: Tips to Look Great! • Think about your audience • Inside voice v. outside voice • A picture is worth 1000 words • Mobile • OWN IT! #MMCCon LD2
    60. 60. Campaigns: Tips to Look Great! • Clarity • Call to action • Does it pass the Mom test? • Brand • Test test test #MMCCon LD2
    61. 61. Contact UsChris Durso Layla MasriExecutive Editor, PCMA Convene PresidentProfessional Convention Bean CreativeManagement Association Funktional Web & Interactivecdurso@pcma.org Designwww.pcma.org lmasri@beancreative.com@dursoconvene www.beancreative.com @beancreativeElizabeth W. Engel, M.A., CAEDirector, Marketing & SponsorshipChildren’s Hospital Associationewengel@nachri.orgwww.childrenshospitals.org@ewengel

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