Modern eMessaging for
Organizations
Rachael Bell, NJSCPA
Suzanne Carawan, HighRoad Solution
Reality of Mass Market
Reality of Mass Market
Omni-Channel
www.highroadsolution.c
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 ...
Move from Segment to Persona
Process:
Take each segment and:
1) Name it
2) Describe it
3) Write the “day in the life” and ...
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 Mana...
The Problem
• 15,000 individual members
• 1,800,000 emails per year
• 6 e-newsletters; dozens of stand-alone emails
• Emai...
The Solution
• Rebrand
• Consolidate several e-newsletters
• Deliver customized content in a single
e-newsletter based on ...
On the Chopping Block
• E-NEWS – bi-weekly e-newsletter for all
members
• E-YoungCPA – monthly e-newsletter for
members an...
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
–...
Looking Ahead
• Phase 2
– Test chapter content
• Phase 3
– Eliminate CPE Connection and
chapter e-newsletters
– Increase f...
Keys to Success:
Designing Digital Ecosystems
• Platform Openness
• Cross-Functional Team with Unified Goal
(Marketing, Te...
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
973-226-4...
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
Modern eMessaging for Associations
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.

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Modern eMessaging for Associations

  1. 1. Modern eMessaging for Organizations Rachael Bell, NJSCPA Suzanne Carawan, HighRoad Solution
  2. 2. Reality of Mass Market
  3. 3. Reality of Mass Market
  4. 4. Omni-Channel www.highroadsolution.c
  5. 5. What discount happens today? Do relationships go on sale?
  6. 6. Modern Method: Be There Your brand Your brand Your brand Your brand
  7. 7. Use Data & Digital
  8. 8. To Achieve Business Objectives
  9. 9. Rise of Martech
  10. 10. U Time
  11. 11. http://blog.truelens.com/the-next-stage-of-marketing-evolution/
  12. 12. Segmentation • What are the right slices? • What data do we combine? • Behavioral Data • What data don’t we have now that we really need?
  13. 13. 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
  14. 14. Persona: “Content Colleen”
  15. 15. User’s Journey Map 4 5 6 1 2 3 4 5 7 6 8
  16. 16. Shift to CIA Method • Consolidate • Integrate • Automate -Newsletter Comms -Inbound Marketing -Event Marketing & Management
  17. 17. 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
  18. 18. 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!
  19. 19. The Solution • Rebrand • Consolidate several e-newsletters • Deliver customized content in a single e-newsletter based on each member’s demographics and interests
  20. 20. 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
  21. 21. The Process • Design • Taxonomy • Content repository – Sitefinity, Aptify • Data sharing • Naming the publication – Oy!
  22. 22. Readiness for Integration & Automation
  23. 23. The Result • Launched May 8th • Sent to 15,200 people – 25% open rate. No complaints! • Flexible platform • Dual purpose – Recruitment tool
  24. 24. Looking Ahead • Phase 2 – Test chapter content • Phase 3 – Eliminate CPE Connection and chapter e-newsletters – Increase frequency to weekly
  25. 25. 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
  26. 26. Keys to Success: Repurpose What U Have
  27. 27. Keys to Success: Hyper-Personalization
  28. 28. 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

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