Modern eMessaging for Associations
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Modern eMessaging for Associations

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Rachael Bell of the New Jersey Society of CPAs presents how she's using HighRoad Solution's Newsletter Xpress + tool to automate her society's newsletters.

Rachael Bell of the New Jersey Society of CPAs presents how she's using HighRoad Solution's Newsletter Xpress + tool to automate her society's newsletters.

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Modern eMessaging for Associations Modern eMessaging for Associations Presentation Transcript

  • Modern eMessaging for Organizations Rachael Bell, NJSCPA Suzanne Carawan, HighRoad Solution
  • Reality of Mass Market
  • Reality of Mass Market View slide
  • Omni-Channel www.highroadsolution.c View slide
  • What discount happens today? Do relationships go on sale?
  • Modern Method: Be There Your brand Your brand Your brand Your brand
  • Use Data & Digital
  • To Achieve Business Objectives
  • Rise of Martech
  • U Time
  • http://blog.truelens.com/the-next-stage-of-marketing-evolution/
  • Segmentation • What are the right slices? • What data do we combine? • Behavioral Data • What data don’t we have now that we really need?
  • Move from Segment to Persona Process: Take each segment and: 1) Name it 2) Describe it 3) Write the “day in the life” and benefit statement to clarify the business purpose of this segment to the organization
  • Persona: “Content Colleen”
  • User’s Journey Map 4 5 6 1 2 3 4 5 7 6 8
  • Shift to CIA Method • Consolidate • Integrate • Automate -Newsletter Comms -Inbound Marketing -Event Marketing & Management
  • Sending Members What They Want The NJSCPA’s quest for a customized e-newsletter Rachael Bell | Digital Communications Manager New Jersey Society of Certified Public Accountants
  • The Problem • 15,000 individual members • 1,800,000 emails per year • 6 e-newsletters; dozens of stand-alone emails • Emails were not responsive • No brand continuity • TOO MANY EMAILS!
  • The Solution • Rebrand • Consolidate several e-newsletters • Deliver customized content in a single e-newsletter based on each member’s demographics and interests
  • On the Chopping Block • E-NEWS – bi-weekly e-newsletter for all members • E-YoungCPA – monthly e-newsletter for members and subscribers age 35 and under • Tomorrow’s CPA – monthly e-newsletter for student members and nonmember accounting students
  • The Process • Design • Taxonomy • Content repository – Sitefinity, Aptify • Data sharing • Naming the publication – Oy!
  • Readiness for Integration & Automation
  • The Result • Launched May 8th • Sent to 15,200 people – 25% open rate. No complaints! • Flexible platform • Dual purpose – Recruitment tool
  • Looking Ahead • Phase 2 – Test chapter content • Phase 3 – Eliminate CPE Connection and chapter e-newsletters – Increase frequency to weekly
  • Keys to Success: Designing Digital Ecosystems • Platform Openness • Cross-Functional Team with Unified Goal (Marketing, Tech, Graphic Design, Programs) • Knowledge of Member Data & Target Groups • Purpose of Data Capture & Reporting
  • Keys to Success: Repurpose What U Have
  • Keys to Success: Hyper-Personalization
  • Questions & Contact Info Rachael Bell Digital Communications Manager New Jersey Society of CPAs rbell@njscpa.org 973-226-4494 x220 @rachaelbell Suzanne Carawan, CMO scarawan@highroadsolution.com 703.297.8480 @suzannecarawan