Cepsm webinar successful association marketing_20-04-2011_revised (2)


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Association Marketing webinar by Jim Mintz Centre of Excellence for Public Sector Marketing
Twitter, @jimmintz

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Cepsm webinar successful association marketing_20-04-2011_revised (2)

  1. 1. 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 />
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  3. 3. 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 />
  4. 4. 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 />
  5. 5. Presenters:<br />Mark Buzan<br />Principal & <br />Chief Magnifying Officer <br />Action Strategies<br />Jim Mintz<br />Managing Partner <br />CEPSM<br />Bernie Colterman<br />Managing Partner <br />CEPSM<br />
  6. 6. What we do<br />Strategic Marketing Planning<br />Exhibit and Event Marketing<br />Social Media – Online Engagement<br />Social Marketing<br />Organizational Branding<br />Sponsorship Valuations<br />Revenue Generation<br />Membership Development <br />
  7. 7. 7<br />Message Magnifiers for Non-Profits<br />What we do<br />Traditional and online public relations<br /><ul><li>Social Media strategy:
  8. 8. Blogging, community development and management
  9. 9. Communications plans
  10. 10. Media relations
  11. 11. Membership recruitment/ retention
  12. 12. Stakeholder engagement
  13. 13. Increasing event attendance
  14. 14. Government Relations/ Lobbying
  15. 15. Grassroots Advocacy strategies that:
  16. 16. Integrate social media
  17. 17. Mobilize and recruit members and supporterswww.actionstrategies.ca</li></li></ul><li>Marketing …Why now? Why should you care?<br />
  18. 18. Our World is Changing Rapidly...<br />technology<br />health<br />demographics<br />social values<br />economics<br />environment<br />
  19. 19. Association Challenges<br /><ul><li>Associations increasing
  20. 20. “Do More for Less”
  21. 21. Need to improve communications and services
  22. 22. Change in on-line strategies and digital engagement
  23. 23. Audience Relevance
  24. 24. Changing revenue models</li></li></ul><li>Marketing is much more than promotion, advertising, communications or public education…<br />
  25. 25. a process and set of tools wrapped in a philosophy for helping an association do what it wants to do.<br />
  26. 26. Marketing must be Holistic<br />
  27. 27. <ul><li>Determining your USP
  28. 28. Defining your customers / members
  29. 29. Delivering compelling communications
  30. 30. Effective program / service delivery
  31. 31. Adding value to the customer experience
  32. 32. Launching innovative programs
  33. 33. Effective pricing
  34. 34. Measuring results for improvement</li></li></ul><li>What are the BenefitsofAdopting a Marketing Approach? <br />
  35. 35. Marketing provides a structured system for:<br /><ul><li>Recruiting and retaining members
  36. 36. Increasing sponsorship & commercial partnership revenue
  37. 37. Generating earned revenue & increasing uptake of your products & services
  38. 38. Implementing effective marketing communications campaigns
  39. 39. Enhancing your image and brand
  40. 40. Measuring the performance of your organization
  41. 41. Navigating your organization through difficult change management and gaining member support</li></li></ul><li>If marketing is so great why don’t more associations embrace it?<br />
  42. 42. Challenges of Introducing Marketing<br />into an Association<br /><ul><li> Barrier of introducing "performance based culture”
  43. 43. Conflict with core values
  44. 44. 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 />
  45. 45. Exercise: Check your Marketing VitalSigns<br />
  46. 46. 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 />
  47. 47. 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 />
  48. 48. 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.
  49. 49. 8 – 9: You are on the right path, but need to examine those areas where you are weak.
  50. 50. 5– 7: You are likely struggling and need to take a serious look at priorities and processes.
  51. 51. 0– 4: You are likely on the borderline of existence and need to start over.</li></li></ul><li>Don’t Jump!<br />
  52. 52. 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 />
  53. 53. Why do new ideas, programs products and services developed by Associationsfail?<br />
  54. 54. ARecipe for Failure<br /><ul><li>Idea pushed with lack of supporting evidence
  55. 55. Poor organizational systems for evaluating & implementing
  56. 56. High development costs, inadequate promotion, aggressive competitive response
  57. 57. Poor market size measurement, forecasting, and research
  58. 58. Poor planning, branding, positioning, segmentation and budgeting</li></ul>We need to insert the url for registering for the webinar here<br />
  59. 59. 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 />
  60. 60. 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 />
  61. 61. 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 />
  62. 62. Why You Should Invest in this Webinar Program<br /><ul><li>Learn proven approaches for addressing association challenges
  63. 63. Spend your money (and time) more wisely
  64. 64. Identify new revenue opportunities
  65. 65. Improve communications with members and stakeholders
  66. 66. Build your brand in a competitive marketplace
  67. 67. 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 />
  68. 68. Thanks for your time!<br />
  69. 69. Questions?<br />Contact Info:<br />Jim Mintz: jimmintz@cepsm.ca<br />Bernie Colterman: berniecolterman@cepsm.ca<br />Mark Buzan: mark@actionstrategies.ca <br />Websites: CEPSM.ca / ActionStrategies.ca<br />Feedback:clairemills@cepsm.ca<br />