Integrated Marketing in the Digital Era

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Summary slides of 12 case studies from four seasoned association marketing professionals. Based on the success of last year's program, this panel of association management company marketing specialists returns with a dozen case studies highlighting integrated marketing programs for membership, meetings, public awareness, and product launches. Learn what works and what doesn’t. Explore the tools used to create, deliver and measure marketing programs. Walk away with loads of ideas you can use right away! From the 2013 ASAE annual meeting in Atlanta.

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Integrated Marketing in the Digital Era

  1. 1. Integrated Marketing in the Digital Era 12 Case Studies Format: Challenge Strategy Tactics Results
  2. 2. Steve Drake Editor SCDdaily blog Facilitator
  3. 3. Laura Davis, CAE Association Management Center Russ Lemieux Kellen Company Jeanne Sheehy Bostrom Corporation Jill Hronek The Sherwood Group Inc Presenters
  4. 4. Laura Davis, CAE Director, Marketing & Membership
  5. 5. What’s the WIG Idea? • Grow • Retain • Recruit
  6. 6. What’s the WIG Idea? • Four Disciplines of Execution • Magnet hospitals • Research
  7. 7. What’s the WIG Idea? • Discounts • Toolkit • Contact • Sponsors • Dues
  8. 8. What’s the WIG Idea? 7,680 members in first 5 months
  9. 9. Russ Lemieux Group Vice President
  10. 10. Re-branding An Established Association Challenge: Establish APEX with … • long-time members • new stakeholders • global industry
  11. 11. Messaging: APEX Rationale, Benefits • Rapidly changing on-board PAX experience • Airlines re-organizing • Required integration of more elements of PAX experience (e.g., seats, F&B, AVOD) • Need for coordination, knowledge sharing across product/service providers
  12. 12. Leveraging Traditional, New Media • News & Website • Magazine • Event branding • Social Media
  13. 13. News & Website
  14. 14. Magazine
  15. 15. Branding
  16. 16. Social Media
  17. 17. Membership Growth – New Scope (Vendors)
  18. 18. Event Participation - EXPO 2100 2150 2200 2250 2300 2350 2400 2450 2010 2011 2012
  19. 19. Event Participation – TV Market 0 50 100 150 200 250 2010 2011 2012 2013
  20. 20. Revenue Trends $2,200,000 $2,250,000 $2,300,000 $2,350,000 $2,400,000 $2,450,000 2010 2011 2012
  21. 21. Work in Progress • more diverse exhibit hall • airline senior management involvement • more airline members
  22. 22. Jeanne Sheehy Vice President and Chief Marketing Officer
  23. 23. Challenges  Changing industry  Social/Mobile drivers changing member needs  Strategic branding effort by leaders  Relevance for market and association future
  24. 24. Strategies  Retain PIMA‟s longstanding value to current members while changing services, brand promises and value proposition for the evolving market  Integrated marketing plan  Digital presence and content marketing strategy  Focus on member retention, membership growth through new messaging and tactics, and meeting attendance and attendee profile  Increase PIMA awareness in existing and new market areas
  25. 25. Tactics  Facilitated Branding sessions  Identify new prospect profiles  Integrated marketing plan to establish all elements of the rebranding launch, resources needed and timing  Development of new logo, tag line, mission and vision statement as well as AMS and web site  Leverage volunteer thought leadership for educating members on back story of rebranding initiative  Identification of all metrics to gauge success or changes needed to plan
  26. 26. Results • 2013 Annual Meeting broke every attendee record • Web/AMS launch providing members new branded, mobile friendly site, content and enhanced profile • Web stats increase in # of visitors, time on site and % of new visitors • PIMA retained every member except one and added 6 new
  27. 27. Jill Hronek Director, Communications
  28. 28. Bringing Distance Education Home Challenge: Introduce a new distance education program to the field.
  29. 29. Strategy: Allocate small budget across all media/channels. Bringing Distance Education Home
  30. 30. Tactics: • Email, direct mail, ads • Social media, Web • List generation • Use presenters Bringing Distance Education Home
  31. 31. Results: • Learning • Exceeded revenue • Expanded audience • Decreased investment Bringing Distance Education Home
  32. 32. Pause
  33. 33. Laura Davis, CAE Director, Marketing & Membership
  34. 34. Ahh…Tweet Success! Reach members using Twitter
  35. 35. Ahh…Tweet Success! • Take advantage of a captive audience • Engage • Be active
  36. 36. Ahh…Tweet Success! • Stickers • TweetPros • Meet and Tweet • Hashtags
  37. 37. Ahh…Tweet Success! 6.1 million impressions
  38. 38. Russ Lemieux Group Vice President
  39. 39. Blowing Up & Re-Building Digital Networks Challenge: Launch new, online, connec ted community… • Secure sponsorship • Drive participation • Encourage & grow engagement
  40. 40. Strategies: Value Add & Next-Gen • Highlight special & accessible new features to loyal Listserv participants • Promote next- gen, innovative features to membership at large • Promote niche capabilities to special interest groups
  41. 41. Deploy RCA-Connect Champions • Board members • Industry influencers • Web demos
  42. 42. Annual Conference Launch • Teaser in pre-Conf marketing • Postcard • Demo at RCA expo booth • Announcement at business meeting
  43. 43. Traditional & Digital Marketing
  44. 44. Engagement Marketing • Hosting engagement scavenger hunt • Three month survey: “How’s it going?” • Addressed issues in “Support Community” • Answered requests with mobile app
  45. 45. Key Results • 28 Communities • 688 unique logins (33% of membership) • 4,194 total logins
  46. 46. Jeanne Sheehy Vice President and Chief Marketing Officer
  47. 47. Challenges  Reassessment of PIMA‟s digital presence strategy  Content Marketing Strategy  Create/repurpose/distri bute
  48. 48. Strategies  Integrate the goals of the marketing plan into the content strategy  Look at latest content marketing strategies and focus on a few relevant and doable for PIMA  Focus on content that explains the new brand and educates members and prospects on the new PIMA  Launch new survey and leverage the results for contributors, members and the public
  49. 49. Tactics  MidYear Meeting Marketing Plan building on successful strategies from the Annual Meeting  Meeting Mobile Site  Produced a „sellable‟ summary report of both Surveys  Built a calendar for planning and tracking messages and distribution outlets for staff and volunteers  Integrated content strategy with membership growth goals and utilized key committee for membership and marketing tactics
  50. 50. Results • Mobile event app • Web site on path to nearly double web visitors in second half of 2013 • Member recruitment strategy already resulted in 3 new members
  51. 51. Jill Hronek Director, Communications
  52. 52. Launch + Crash = Success Challenge: Redesign/relaunch website for users who have little reason to go online!
  53. 53. Launch + Crash = Success?! Strategy: • Procedures, check-ins • Training • Testing • The splash
  54. 54. Launch + Crash = Success Tactics: • Data gathering/analytics • “Volunteer” involvement • Soft launch • Social media
  55. 55. Launch + Crash = Success Results: • <100 visits/day  >8,000 unique visitors • Facebook likes • Awareness • Unexpected surge Unique Visitors = 30,665 Total Visits = 47,434 Total Page Views = 253,811 Pages Per Visit = 5.35 Avg. Visit Duration = 4:37
  56. 56. Pause
  57. 57. Laura Davis, CAE Director, Marketing & Membership
  58. 58. Products: Unpacked
  59. 59. Products: Unpacked • Alternative formats • Repackage
  60. 60. Products: Unpacked • Pricing Strategy • Advertise • Facebook, LinkedI n, Direct Mail
  61. 61. Products: Unpacked 1500 units in first 9 months
  62. 62. Russ Lemieux Group Vice President
  63. 63. NYWICI: Communicating to Communicators Challenge: Deliver relevant marketing and social media to members who do it for a living • New York Women in Communications members are early adopters of new technologies and platforms, so the organization must embrace new strategies
  64. 64. Maintaining Relevance • Social Media • Redesigned Website & Fresh Branding • Outreach to Young Professionals/Students • Matrix Awards
  65. 65. Social Media • Presence on all major platforms • Leverage members’ expertise and resources • Staff and volunteer teamwork • Daily tweets and posts • Live tweeting events • Biweekly Twitter chats
  66. 66. Newly designed website
  67. 67. Matrix Awards
  68. 68. Young Professionals and Students • Dedicated committees & programming • Publications, social media accounts aimed at students • Scholarship program
  69. 69. NYWICI Results • Increased social media engagement – Additional 1,500 Twitter followers in past year – NYWICI credible source; tapped as a thought leader on women in workplace and related issues. • Increased attendance at events • Student/Young Professionals fastest-growing demographic
  70. 70. Jeanne Sheehy Vice President and Chief Marketing Officer
  71. 71. Challenges  Professional Practice Analysis Study  New programs and ongoing research  Integrated communications strategy - key to success
  72. 72. Strategies  Integrated Marketing Plan  Digital Presence Review  Practitioner name change  Content Strategy  Develop education that results in a higher level of care  Launch new practice analysis program
  73. 73. Tactics  Full digital presence review with SWOT analysis on web site  Developed LinkedIn community  Strengthened NAB positioning  Identify new target markets  Enhanced content marketing strategy for the future
  74. 74. Results • Website successfully launched in May 2013 • 6K unique visitors looking at more than 3 pages per visit, spending an average of 3 ½ minutes on the site with 67% of visitors being new • Research provider chosen • Communications strategy underway
  75. 75. Jill Hronek Director, Communications
  76. 76. Small Organization, Big Tweets Challenge: How does a small organization make a presence at a BIG trade show?
  77. 77. Small Organization, Big Tweets Strategy: • Leverage Twitter, BIO • Plan • Use blogs, members
  78. 78. Small Organization, Big Tweets Tactics: • Plan • Message • Real-time • Retweet • Keep it light
  79. 79. Small Organization, Big Tweets Results: • AUTM highlighted at BIO Town Hall mtg. • $$ low • Enthusiasm up • Community engaged
  80. 80. Questions?

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