Claire [click]To sit there while people are calling in.
ClaireWelcome everyone to CEPSM and Action Strategies NEW Webinar Series Successful Association Marketing, in association with MARCOM Professional Development annual forum.Before we get started I’ll just go over a bit of housekeeping.
Claire [click]My name is Claire Mills. I am Vice-President Professional Development Portfolio for CEPSM.Thank you for making time today and we hope your colleagues are with you around the table.The Webinar will be 1 hour in lengthPlease note that you are muted to avoid any background noise until 2pm at which time you will be made live to ask questions.Please turn off your mobile device so you can focus and take this time for yourself.Please make note of your questions as we navigate through and we are allocating 30 minutes for Q&A at the end.Now I’d like to briefly tell you about the series so you can evaluate which subjects you’d like to sign up for.
Claire [click]We have developed this series to provide advice and guidance to you as an association by assembling key topic areas that will feed into your overall marketing strategy.You can access descriptions for the entire series via cepsm.ca or actionstrategies.ca. I’ll also note that my responsibilities extend to all the professional development offered by CEPSM, so I appreciate your feedback. Our first Webinar is on February 8th on Branding with Jim Mintz. Anyone attending will receive CEPSM’s Branding Guide, so be sure to register early as Branding is one of the most important topics to consider. Paid registration will be available online starting February 15 so when you go to register it will send an email to Kyla Copp who will be happy to process your order for the Branding workshop or any of them in any quantity. Consider this series a year-long coaching for success.The investment structure has been designed to make it easy and affordable for you to take all 10 sessions and will include a certificate of completion to substantiate your new breadth of knowledge. Now I’d like to introduce our 3 Speakers
Claire [click + bring in each of 3 as they are first introduced]First Jim Mintz…Jim Mintz, Managing Partner of CEPSM,Jim is a veteran marketing professional with over 25 years of experience as a practitioner and academic. Jim’s focus is improving the effectiveness of marketing and communications in the public and non-profit sectors. He has taught marketing in North America, Asia, Europe, Australia and soon Africa. He is Program Director of the “Professional Certificate in Public Sector and Non-Profit Marketing” at the Sprott School of Business at Carleton University. He also lectures at the University of South Florida and has also taught marketing for many years at the undergraduate and graduate levels.He was formerly Director of Marketing and Corporate Communications at Health Canada and held senior marketing positions in the private sector, and crown corporations.Bernie Colterman, Managing Partner of CEPSMBernie has been active in the marketing business for over 20 years.He has worked with hundreds of associations on their marketing and revenue generation challenges.His areas of specialization include: association revenue development, corporate partnerships and sponsorships, strategic marketing planning and has taught 100s of association professionals in Sponsorship Development and his sponsorship valuation model sets the standard for valuation measurement.Mark Buzan is the Principal of Action Strategies, a consultancy specializing in magnifying the messages of non profit organizations and associations. His expertise extends over 14 years as a relationship builder in public relations, lobbying, social media, and stakeholder relations. Mark holds an accreditation from Canadian Public Relations Society. He is also the Co-Author of Online PR and Social Media for Not-for-Profits and Associations.“ He has used his savvy to engage nonprofit stakeholders online and offline resulting in influencing government, attaining higher membership recruitment and retention levels, and has increased event attendance for his association clients.Welcome gentlemen
Claire [click]We’ll take just a few moments to tell you about our two presenting organizations.Firstly, The Centre of Excellence for Public Sector Marketing or CEPSM was established in 2005 to help governments, non-profits, and associations overcome the unique challenges they face in their marketing and communications initiatives. Our core functions are consulting, training and speaking and as you see, we have a broad expertise in marketing.Our Mission: To advance the marketing discipline in the public and not-for-profit sectorsOur Mantra: Strategy before Tactics
Claire [click + 1]Founded in 2001 by Mark Buzan, Action Strategies is a full service PR and public affairs firm providing senior level advice that magnifies the messages of non-profits and associations. The firm offers expert consultancy in all aspects of public affairs, in communications strategy and government relations counsel most specifically to charities, non-profit organisations, NGOs, and associations. Now I’d like to hand it over to Jim Mintz to kick us off!
Jim [click]Marketing is universally recognized as one of the most important elements in business management. In the economically challenging twenty-first century, it may also become one of the most important functions of association management. There are 57 cancer groups in the US and everyday an association is going out of business in north americaMany associations identify marketing with revenue generation and communications. While marketing can assist in these areas, it may be more valuable for other objectives of associations such as improving relationships with members, and serving clients better and more importantly being more strategic in implementing programs. A comprehensive, approach to improving levels of client satisfaction, attraction of resources and improving the uptake of products and services – in short, a better way to manage associations. It can also play a major role in “change management”We live in a world in which new trends change everything at a furious pace. Many associations remain stuck in a rut of complacency. They deliver the same old program, the same old issues, generate the same old knowledge, the same old conference, and same old membership . Meanwhile, they bemoan the fact that membership is declining; that the Millenials seem to have little time or inclination to join them; and that the world is just becoming, well, too complex to deal with. So they form a committee, hire a consultant, study the issue, and lull themselves into a false sense of future security. By doing so, they are almost guaranteeing themselves a march into oblivion.
Jim [click + 1 they then each slide in on their own]Things are changing around us everyday, and faster than ever before. In a world where we are now all connected, something can happen in a far-off country and it will impact in some way, how we operate in own environment. Yes we truly live in a global village.Who had ever hear of: H1N1, Carbon Footprints, Facebook, YouTube 10 years ago? Look at the impact these changes have had on our life!The fact that a large % of the population in our major cities are people who were not born in North America plays a huge role in how we market and communicate to these diverse groups. The demographics of a growing baby boomers population will result in a large % of our population being over the age of 50 These and many other factors will play a tremendous role in the next decade….
JJIM [click]Number of associations increasing resulting in more competition for people’s time, attention & money.Diminished resources and focus on value for money – “Doing More for Less”Need to improve communications & services with members, stakeholders, volunteers and supporters. They expect it. Changes in on-line strategies and new techniques in digital engagement have changed the way we reach and engage our audiencesOur current members are getting older and we are not as relevant to the generations that will take their place. E.g. Do young people see joining a linked in group as the equivalent as being a member of a traditional association? No question that on line communities on linked in and Facebook are growing and how is your association going to compete by delivering value and by developing on line productsNeed for a more diversified revenue base and one that capitalizes on increasing “share of wallet” from our current members
JIM [click]Marketing presents a comprehensive, integrated and innovative approach in transforming an organization.Marketing to be successful needs to be involved in every function of the organization and is key to help associations to make the right “business” decisions, to clearly measure success, to reach the right audiences, to advance your brand, deliver effective and targeted messages and ensure that your products, program and services are meeting the needs of your members and clients.
Jim [click]Marketing will help you make the right decisions, to clearly measure your success, to reach your members and clients and stakeholders effectively, to advance your image and brand, deliver your messages and ensure your products, programs and services meet the needs of your members and clients . As I point out in my article in Association magazine in April 2008 which was dedicated to marketing … Associations are in the marketing business but the problem is that most don’t realize it. http://www.csae.com/public/public.asp?WCE=C=47|K=227038
Jim [click] A holistic approach to marketing takes an integrated approach and includes 4 dimensions:1. Internal marketing-Associations focus on internal organization and carries out marketing activities internally. All functions in the association should support a marketing approach To quote David Packard, who is the P in HP “Marketing is too important to be left to the marketing department.” 2.Integrated marketing-The marketing plan is interconnected to deliver better client value. In other words product, price, place and promotion of the marketing plan are designed in an integrated manner to give a holistic view to marketing. Marketing has to be integrated into every touchpoint of the association as Stan Davis a famous business visionary, prominent author, consultant and public speaker famous for the term Mass Customization talks about the successful organizations have marketing built into every touchpoint. The web, the phone the reception desk that’s where marketing happens and not in the office of the marketing director 3. Relationship marketing- Associations build relationship with stakeholders and members and focus on long term benefits rather than short term achievements.4. Socially responsible marketing-Associations carry out their marketing activities in a way that fulfills its responsibilities towards the society.
Jim [click]The Unique Selling Proposition (also Unique Selling Point or USP) is a marketing concept. The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the organization or its brand
Jim [click]Marketing gives you a structured approach for:Building a strong membership baseImproving your offerings to sponsors and making these partnerships more relevant to membersProvides a disciplined approach towards advocacyProvides a disciplined approach for increasing market penetration into member markets, identifying new products and services for members and a realistic approach towards expanding into new marketsMoving beyond Awareness to Behaviour change for example using social marketing approached to behaviour change campaignsImproves what people think of you. Many organizations don’t realize they are branded by what they do every day. Branding strategies works to ensure that peoples perceptions are the one that you and your association desire. You help to control on how you are perceived. Helps you rise through the “clutter” in the marketplace which Shows how to best spend your time and moneyKeeps you focused on results instead of internal politics. Too often organizations get caught up in internal politics , marketing gives you a discipline to focus on your goals and not get sidetracked.
Jim [click + 3]In many ways the conflict with core values involves change management and developing a results oriented organization which has its challenges.
BernieSo the question you need to ask yourself is, does your organization have the culture, strategies and processes in place to respond to the changing market and take a pro-active approach (instead of reactive) towards your association business?
BernieTo help you assess your own organization’s marketing health, I’m going to take you through 12 short statements (or vital signs) that provide a good indication whether or not you are on the right track. These statements are a condensed version of a comprehensive study we conducted with over 600 government and not-for-profit organizations. Have a piece of paper and pen handy. If you agree that the statement reflects your organization’s current status, give yourself a point. We’ll discuss the overall scoring at the end of the Quiz. Are you ready?
Bernie [click + 1 – 8]If you routinely segment your audiences and build products, programs or campaigns round specific audiences, give yourself a point.If your PR, advertising, member communications, programs and events are all linked to an overall strategy, give yourself a point.If your day-to-day operations, is results-oriented, give yourself a point.If you are constantly innovating and trying new things, give yourself a point.If you have evidence-based research that moves beyond demographics to geodemographics, socio-economic and psychographic (values and lifestyles), give yourself a point.If you believe your brand and reputation as an organization as strong equity with your members and other stakeholders, give yourself a point.
Bernie [click + 9-15]If you conduct research to support decisions, give yourself a point.If you’re on top of the latest trends such as Social Media, web site design and functionality, give yourself a point.If you see your brand as a reflection of who you are and supported by everything you do on a day-to-day basis, give yourself a point.If you understand the competitive forces that are impacting your operation (events, membership), give yourself a point.If you consider Product, Price and Place as part of your overall mix when developing new programs, services, etc. give yourself a pointIf you believe that the goal of marketing is to influence someone to take ACTION (not just generate awareness), give yourself a point. Let’s look at the scoring and see how you did.
Bernie [click + 4]12-15 – Congratulations! Your organization is probably doing quite well, even in this tougher economic climate. You’re well positioned to deal with most challenges that you will be faced with as an organization. 10-12 – You’re probably doing quite well on a day-to-basis, but there are likely some areas that you could be doing better. The key for you will be to closely examine the areas where you are challenged and look at fresh approaches for dealing with these challenges. 5-10 – Most organizations in this area are struggling with finding and keeping members, achieving revenue objectives or identifying their unique position in the market. You likely need to get to “get back to basics” and focus on doing those things really well. 0-5 – The good news here is that you’re still around! The bad news is that there’s probably quite a bit broken that you’ll need to turn around before you get healthy as an organization. You probably should go back to “square 1” and take a good look at your organization to determine what your key value proposition is to your members and/or stakeholders.
BernieIf you’re on the bottom end of the scoring scale, don’t panic! There are some common areas that many organizations in the low-end of the scoring find themselves in. They include: Lack of clear, measureable goalsLack of a structured process for identifying, planning and implementing programs, services or campaignsLack of a “customer orientation” Lack of staff incentives for achieving marketing objectivesLack of customer or market research to support marketing decisionsTendency to be more reactive vs. pro-active Insufficient resources to effectively support the marketing functions
Mark [click]Now that you’ve had a chance to get your bearings about where associations stand, let’s go over some of the characteristics that exemplify a healthy association that is client-centred in its marketing:Well-functioning associations don’t define their audiences a “Canadians” or “Americans”, they adapt their messages for each specific audienceAssociations need to recognize that they have competition, even if it’s not obvious – example private conferences, internet, other associations, etc.Communications and Marketing are integrated across all touch points and everything they do – not just in promotions. it’s about the experience that each creates in the mind of the audienceAssociations that advance are the ones that questions Why they do various tactics and aren’t satisfied with the answer “because that’s how we’ve always done it!”Remember – STRATEGY BEFORE TACTICS!
Mark [click]Associations face the pressure of good intentions from the board, volunteers and from within the organization and this can sometimes creates a feeling of needing to act quickly without first considering the evidence and research for taking those actions.All the points on this slide can be avoided with good market research done in a disciplined way.
Mark [click]Now, we’ve kept you all very busy by outlining the challenges and dangers of avoiding a marketing approach in operating your associationAs promised, we do want to leave you with some positive, concrete ways that you can get your association moving in the right direction.The best thing you can do is start to think strategically by asking yourself these 14 questions which are all needed in developing a marketing plan for your association.Don’t worry, we will be making the slides available along with a recording of the presentation so you don’t have to write them down.
Mark [click + 1-10]
Jim [click]Say who Jay Conrad Levinson is and I’d quote this word for word.
Claire [click]On behalf of Jim Mintz, Bernie Colterman and Mark Buzan, thank you for taking the time to attend
Please feel free to contact any of the presenters to discuss your needs and contact me with any feedback on content and training needs generally.Now we’d like to take questions.
Cepsm webinar successful association marketing_20-04-2011_revised (2)
Welcome – we’ll be right with you<br />Webinar: Successful Association Marketing<br />Duration: 1:00 – 2:00 p.m. EST<br />While you are waiting…<br />Audio Dial-In Number: 1-877-314-1234<br />Participant Code:0723834<br />NOTE: We will mute all attendees until 2 pm at which time we will unmute the lines to take questions.<br />
Welcome<br />Audio Dial-In Number: 1-877-314-1234<br />Participant Code: 0723834<br />Webinar: Successful Association Marketing<br />Duration: 1:00 – 2:00 p.m. EST<br />Mute: You are on mute until 2:00 p.m.<br />Q&A: Make note of your Questions<br />Stay for 30 minutes of Q&A at 2:00 p.m.<br />The Series<br />
www.cepsm.ca<br />Association-Training<br />www.actionstrategies.ca<br />REGISTER NOW FOR TRAINING ALL YEAR-LONG:<br />Brandingfor Associations: Why it has become invaluable [FEB 8]<br />Maximizing Your Public Relations and Earned Media Potential [FEB 23]<br />Taking a Marketing Approach Towards Corporate Revenue Development [MAR 9]<br />Social Media Marketing: Magnify your org’s online presence[APR 12]<br />Social Marketing and Behaviour Change for Associations [MAY 12]<br />Determining the Value of Your Sponsorships & Partnership Assets [JUNE 22]<br />TBD [AUG 16]<br />Membership Marketing[SEPT 27]<br />Improving Your Selling Skills [OCT 20]<br />Taking a Marketing Approach to Government Relations and Advocacy[NOV 10]<br />Implementing and Measuring Low Cost Marketing Campaigns [DEC 6]<br />Investment: Choose 1 for $95, 3 for $250, 5 for $395 or 10 for $695 <br />
Requires ongoing management support and time</li></li></ul><li>Are you anticipating the changing landscape and developing innovative marketing strategies to move your association to the next level?<br />Do you have the marketing processes, tools and techniques in place to meet the challenges you face?<br />
Exercise: Check your Marketing VitalSigns<br />
You know you are a Marketing driven organization when…<br />You don’t use terms like “general public” when referring to target audiences.<br />All marketing activities are coordinated & integrated into an overall plan.<br />You focus on results and NOT process, politics and “outputs”.<br />You do not do the same things every year i.e. programs, services, products.<br />You have a clear understanding of the needs of your target group(s). <br />Your organization’s brand has value.<br />
You know you are a Marketing driven organization when…(cont’d)<br />Decision-making is based on evidence-based research, not opinions.<br />You are up-to-date with the latest communications technologies.<br />Branding is more than a visual identifier.<br />You understand your “competition” and what sets you apart.<br />You use all of the marketing mix (4 Ps) and not just promotion.<br />You believe the ultimate objective for marketing is behaviour change.<br />We need to insert the url for registering for the webinar here<br />
Check Your Vital Signs…<br />If You Scored:<br /><ul><li>10 – 12: You have the tools, processes and culture in place to be successful and sustainable.
8 – 9: You are on the right path, but need to examine those areas where you are weak.
5– 7: You are likely struggling and need to take a serious look at priorities and processes.
0– 4: You are likely on the borderline of existence and need to start over.</li></li></ul><li>Don’t Jump!<br />
Characteristics of Client-Centered Marketing<br /> - Branding/Segmentation<br /> - Define Competition Broadly<br /> - Integrated Communications <br /> - Measurement<br /> - Strategies involve all 4 P’s<br /> - Willingness to take <br /> “reasoned risks”<br /> - Big Picture Thinking<br /> - Strategy before Tactics<br />We HAVE TO reduce this down to one slide! 2 at the absolute most<br />
Why do new ideas, programs products and services developed by Associationsfail?<br />
ARecipe for Failure<br /><ul><li>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</li></ul>We need to insert the url for registering for the webinar here<br />
Post-Webinar Checklist:A Marketing Plan for an Association should answer the following questions:<br />What is the association’s mission?<br />What are the target market(s)?<br />What are the key segments within these markets?<br />What are the needs of each market segment?<br />Who are the key clients, stakeholders, competitors and potential partners?<br />What “business” do stakeholders/clients think the association is in?<br />How much interest or awareness does the association’s activities generate?<br />How satisfied are the current clients and stakeholders with the association’s output? <br />
Post-Webinar Checklist:A Marketing Plan for an Association should answer the following questions (cont’d):<br />What are the major strengths or weaknesses that could either limit or enable expansion?<br />Where are the opportunities to excel?<br />What opportunities are presented that will enable an expanded resource base?<br />What specific steps must be taken to capitalize on the opportunities?<br />What benefits does the association have that will allow a different position from others in the field?<br />Are there segments “open” from competition that would allow the association to excel*?<br /> * Source: Successful Marketing Strategies for Nonprofit Organizations, Barry J. McLeish <br />
10 Best Practices<br />Top-down strategic vision and outcomes that are translated into working terms at all levels<br />Client-driven approach<br />Programs / services segmented and promoted by audience<br />Prioritization of activities based on need or opportunity<br />Greater linkages between internal functions<br />Integrated marketing communications<br />Marketing that’s focused on results<br />Use of the web as an engagement tool<br />Marketing training for managers and line staff<br />Branding that lives up to its promise<br />
Why You Should Invest in this Webinar Program<br /><ul><li>Learn proven approaches for addressing association challenges
Measure performance</li></li></ul><li>“Marketing is not an event, <br />but a process . . . <br />It has a beginning, a middle, but never an end, <br />for it is a process. <br />You improve it, perfect it, change it, even pause it. <br />But you never stop it completely.” Jay Conrad Levinson<br />