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Bridging the Communication Gap - Content Strategy & Benchmarking for Associations

This presentation was delivered at the 2014 Association Media & Publishing Annual Meeting by Jill Andreu of Naylor, LLC, Sarah Patterson of AM&P and Thomas J. Smith of the North American chapter of the Airports Council International. They presented findings from Naylor's 2014 Association Communication Benchmarking Study, along with results of a comprehensive communications gap analysis recently undergone by Association Media & Publishing. The presentation focused on the best practices of a solid content strategy such as the importance of audience participation and feedback for determining the right content.

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Bridging the Communication Gap
Jill Andreu, Naylor LLC
Sarah Patterson, AM&P
Thomas J. Smith, Airports Council
International – North America
OVERVIEW
• Why You Need a Content Strategy
• AM&P’s Communication Gap Analysis
• 2014 Association Communication
Benchmarking Study Highlights
A 15-YEAR-OLD’S
(UNINTENTIONAL)CONTENTSTRATEGY
SIMILARITIESBETWEENMEREDITH&YOU
(THECOMMUNICATIONPROFESSIONAL)
CONTENT STRATEGY MEREDITH YOU
Know Your Audience  ?
Delivering the Right
Content
 ?
Using the Right Form of
Media
 ?
Integrating Your Media  ?
Engaging in a Two-Way
Dialogue
 ?
Measuring Effectiveness  ?
Committed to
Improvement
 ?
WHYISA COMMUNICATION
GAPANALYSISNECESSARY?
A body at rest stays at rest. A body in
motion creates membership value.
• Member/vendor demographics
• Information needs, hot topics
• Communication frequency
• Preferred delivery format
• Engagement levels with content and advertising
• Primary and secondary sources of contracting
issues and best practices
• Help AM&P match members' needs, preferences
with the organization's resources.
WHAT ARE THE RIGHT QUESTIONS?

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Bridging the Communication Gap - Content Strategy & Benchmarking for Associations

  • 1. Bridging the Communication Gap Jill Andreu, Naylor LLC Sarah Patterson, AM&P Thomas J. Smith, Airports Council International – North America
  • 2. OVERVIEW • Why You Need a Content Strategy • AM&P’s Communication Gap Analysis • 2014 Association Communication Benchmarking Study Highlights
  • 4. SIMILARITIESBETWEENMEREDITH&YOU (THECOMMUNICATIONPROFESSIONAL) CONTENT STRATEGY MEREDITH YOU Know Your Audience  ? Delivering the Right Content  ? Using the Right Form of Media  ? Integrating Your Media  ? Engaging in a Two-Way Dialogue  ? Measuring Effectiveness  ? Committed to Improvement  ?
  • 5. WHYISA COMMUNICATION GAPANALYSISNECESSARY? A body at rest stays at rest. A body in motion creates membership value.
  • 6. • Member/vendor demographics • Information needs, hot topics • Communication frequency • Preferred delivery format • Engagement levels with content and advertising • Primary and secondary sources of contracting issues and best practices • Help AM&P match members' needs, preferences with the organization's resources. WHAT ARE THE RIGHT QUESTIONS?
  • 9. IMPROVEMENT OPPORTUNITIES • Members aren’t reading everything we send – find ways to cut through the clutter • Provide better, easier-to-find website value • Better Listserv engagement • Live events: New ideas for innovation and growth • Customization challenges – need to cater to individuals and their industries Source: AM&P Communications Gap Analysis. Naylor, 2014
  • 10. SIMILIARITIESBETWEEN MEREDITHANDAM&P CONTENT STRATEGY MEREDITH AM&P Know Your Audience   Delivering the Right Content   Using the Right Form of Media   Integrating Your Media   Engaging in a Two-Way Dialogue   Measuring Effectiveness   Committed to Improvement  
  • 11. WHAT DO YOUR PEERS THINK?
  • 13. OVERALLCOMMUNICATIONSCHALLENGES Leveraging Data For Optimal Engagement Creating Better Content Understanding Reader/Member/Advertiser Needs Generating Non-Dues Revenue Measuring Effectiveness Hiring/Retaining Qualified Staff *2014 Association Communications Benchmarking Report 24.3% 19.1% 17.8% 16.8% 16.4% 5.6%
  • 14. ASSOCIATION PAIN POINTS Associations need to do a better job of: • Measuring effectiveness of communication strategies and using data to increase member engagement • Creating content that is more relevant to readers • Understanding the needs of those who pay the bills • Generating more NDR
  • 15. MORE THAN 475 TRADE AND PROFESSIONAL ASSOCIATIONS COUNT ON NAYLOR TO INCREASE ENGAGEMENT AND REVENUE THROUGH STRATEGIC COMMUNICATIONS, EVENTS AND MARKETING SOLUTIONS.

Editor's Notes

  1. Find ways to cut through the clutter. Optimize website usability (video) Newsletters (video) Cross-promotion on listserv Live events – what exclusive member value do you provide? Know your audience and serve their specific needs
  2. Smart Associations and Digital natives like Meredith know who, what, when, why and how to share content for maximum impact. They also gather the results of their efforts in order to be maximize their future effectiveness.
  3. Click Play
  4. Naylor has recently completed the 2014 Association Communication Benchmarking Study. For the third year in a row, Information Overload/Cutting Through the Clutter was a top concern for associations. Inability to Communicate Member Benefits was once again the second most frequently cited member communication challenge (55%), but less severe than the 72.0% rate reported by associations last year. And nearly half of associations (48%) admit they need to do a better job of Helping members find the information they need.
  5. We asked Association Executives: What is the single greatest communication challenge your organization faces in 2014? The single greatest communications challenge was: Leveraging data for optimal engagement (25%) Followed by: Creating better content (19.1%)
  6. In order to get member engagement higher, must do a much better job of being relevant—i.e. understanding the type of content their stakeholders expect from them. They also need to do a better job of integrating their messaging across channels, including social and mobile media, and collecting and using data. Associations need to understand the needs of their supporters, the sponsors and advertisers who help drive non-dues revenue for the association. They need to discover what advertisers find the most value, if their pricing options are diverse enough and what types of customization advertisers want. Associations need to diversify and create more revenue-generating assets.
  7. •Naylor has been in business for over 40 years •We have an international presence •We’re a full‐fledged media company serving over 475 associations in 110 different industries •NAME DROP ASSOCIATIONS AND PUBLICATIONS RELATED TO YOUR PROSPECT •“We handle xxx association’s xxx Magazine, OBG and Website sales” •“You know xxx, Executive Director for xxx Association, we partner with him/her on print and online media, events, etc.”