Welcome – we’ll be right with you<br />Webinar: Successful Association Marketing<br />Duration: 1:00 – 2:00 p.m. EST<br />...
Welcome<br />Audio Dial-In Number: 1-877-314-1234<br />Participant Code: 0723834<br />Webinar: Successful Association Mark...
www.cepsm.ca<br />Association-Training<br />www.actionstrategies.ca<br />REGISTER NOW FOR TRAINING ALL YEAR-LONG:<br />Bra...
Presenters:<br />Mark Buzan<br />Principal & <br />Chief Magnifying Officer <br />Action Strategies<br />Jim Mintz<br />Ma...
What we do<br />Strategic Marketing Planning<br />Exhibit and Event Marketing<br />Social Media – Online Engagement<br />S...
7<br />Message Magnifiers for Non-Profits<br />What we do<br />Traditional and online public relations<br /><ul><li>Social...
Blogging, community development and      management
Communications plans
Media relations
Membership recruitment/ retention
Stakeholder engagement
Increasing event attendance
Government Relations/ Lobbying
Grassroots Advocacy strategies that:
Integrate social media
Mobilize and recruit members and supporters</li></ul>www.actionstrategies.ca<br />
Marketing …Why now? Why should you care?<br />
Our World is Changing Rapidly...<br />technology<br />health<br />demographics<br />social values<br />economics<br />envi...
Association Challenges<br /><ul><li>Associations increasing
“Do More for Less”
Need to improve communications and services
Change in on-line strategies and digital  engagement
Audience Relevance
Changing revenue models</li></li></ul><li>Marketing is much more than promotion, advertising, communications or public edu...
a process and set of tools wrapped in a philosophy for helping an association do  what it wants to do.<br />
Marketing must be Holistic<br />
<ul><li>Determining your USP
Defining your customers / members
Delivering compelling communications
Effective program / service delivery
Adding value to the customer experience
Launching innovative programs
Effective pricing
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Successful marketing: Why it is the key to success in everything for associations

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Associations, non-profit organizations, and charities have many unique challenges. Marketing strategy provides the sound foundation for addressing these challenges.

Good marketing strategy is the basis of success in everything from public relations, government relations, communications, association governance, sponsorship and revenue generation, brand strategy, social media savvy, & your non-profit organization’s membership recruitment plans.

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Successful marketing: Why it is the key to success in everything for associations

  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 />
  2. 2.
  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 supporters</li></ul>www.actionstrategies.ca<br />
  18. 18. Marketing …Why now? Why should you care?<br />
  19. 19. Our World is Changing Rapidly...<br />technology<br />health<br />demographics<br />social values<br />economics<br />environment<br />
  20. 20. Association Challenges<br /><ul><li>Associations increasing
  21. 21. “Do More for Less”
  22. 22. Need to improve communications and services
  23. 23. Change in on-line strategies and digital engagement
  24. 24. Audience Relevance
  25. 25. Changing revenue models</li></li></ul><li>Marketing is much more than promotion, advertising, communications or public education…<br />
  26. 26. a process and set of tools wrapped in a philosophy for helping an association do what it wants to do.<br />
  27. 27. Marketing must be Holistic<br />
  28. 28. <ul><li>Determining your USP
  29. 29. Defining your customers / members
  30. 30. Delivering compelling communications
  31. 31. Effective program / service delivery
  32. 32. Adding value to the customer experience
  33. 33. Launching innovative programs
  34. 34. Effective pricing
  35. 35. Measuring results for improvement</li></li></ul><li>What are the BenefitsofAdopting a Marketing Approach? <br />
  36. 36. Marketing provides a structured system for:<br /><ul><li>Expanding your membership & providing value added services to retain existing members
  37. 37. Supporting sponsorships & commercial partnerships
  38. 38. Improving advocacy and government relations
  39. 39. Generating revenue & increasing uptake of your products & services
  40. 40. Executing integrated marketing communications and behaviour changing campaigns
  41. 41. Enhancing your image and brand
  42. 42. Building your reputation through public relations
  43. 43. Providing a performance measurement framework
  44. 44. 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 />
  45. 45. Challenges of Introducing Marketing<br />into an Association<br /><ul><li> Barrier of introducing "performance based culture”
  46. 46. Conflict with core values
  47. 47. Requires significant 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 />
  48. 48. Exercise: Check your Marketing VitalSigns<br />
  49. 49. 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 and politics.<br />You do not do the same things every year i.e. programs, services, products.<br />Marketing campaigns consistently meet their goals and objectives.<br />You have a clear understanding of the needs of your target group(s). <br />Your organization’s brand has value.<br />Your organization is focused on “outcomes” not “outputs”.<br />
  50. 50. You know you are a Marketing driven organization when…(cont’d)<br />Decision-making is based on evidence-based research, not hearsay or broad-based opinions.<br />Strategic alliances are a key component of your activities.<br />You are up-to-date with the latest trends, technologies in the area of marketing and communications.<br />Branding is more than a visual identifier.<br />You see the need to understand your “competition”.<br />You use all of the marketing mix (4 Ps) and not just promotion.<br />Your organization believes the ultimate objective for marketing is behaviour change.<br />We need to insert the url for registering for the webinar here<br />
  51. 51. Check Your Vital Signs…<br />If You Scored:<br /><ul><li>12 – 15: You have the tools, processes and culture in place to be successful and sustainable.
  52. 52. 10 – 12: You are on the right path, but need to examine those areas where you are weak.
  53. 53. 5– 10: You are likely struggling and need to take a serious look at priorities and processes.
  54. 54. 0– 5: You are likely on the borderline of existence and need to start over.</li></li></ul><li>Don’t Jump!<br />
  55. 55. Characteristics of Client-Centered Marketing<br /> - Branding/Segmentation<br /> - Define Competition Broadly<br /> - Integrated Communications <br /> - Measurement of Outputs<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 />
  56. 56. Why do new ideas, programs products and services developed by Associationsfail?<br />
  57. 57. ARecipe for Failure<br /><ul><li>Idea pushed with lack of supporting evidence
  58. 58. Poor organizational systems for evaluating & implementing
  59. 59. High development costs, inadequate promotion, aggressive competitive response
  60. 60. Poor market size measurement, forecasting, and research
  61. 61. Poor planning, branding, positioning, segmentation and budgeting</li></ul>We need to insert the url for registering for the webinar here<br />
  62. 62. 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 />
  63. 63. Post-Webinar Checklist:A Marketing Plan for an Association should answer the following questions:<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 is the association’s mission?<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 />
  64. 64. 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 />
  65. 65. Why You Should Invest in this Webinar Program<br /><ul><li>Learn proven approaches for addressing association challenges
  66. 66. Spend your money (and time) more wisely
  67. 67. Identify new revenue opportunities
  68. 68. Improve communications with members and stakeholders
  69. 69. Build your brand in a competitive marketplace
  70. 70. 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 />
  71. 71. Thanks for your time!<br />
  72. 72. 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 />

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