This document provides information about an upcoming AENC Marketing & Communications Conference hosted by Carolina Broadcasting. It discusses the conference's focus on helping North Carolina associations tell their stories. It outlines key association concerns like leader recognition, member engagement, and freedom to operate. It then details the current environment associations face, including population growth, changing political landscapes, and shifts in local news media. The conference aims to provide strategic communication strategies to help associations connect with leaders, members, and lawmakers.

1. AENC
Marke+ng
&
Communica+ons
Conference
2014

2. AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
Download
@
CarolinaBroadcas+ng.com

3. Who
We
Are
-­‐ Rooted
in
NC
Broadcas+ng
-­‐ Producers
of
NC
SPIN
-­‐ Strategic
Communicators
ü Public
Rela+ons
ü Public
Affairs
Messaging
ü Marke+ng
&
Adver+sing
ü Video
Produc+on
We
Help
North
Carolina
Associa+ons,
Trade
Groups
&
Coali+ons
Tell
Their
Story!
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com

4. Associa+on
Concerns
Leader
Recogni+on
Freedom
to
Operate
Member
Engagement
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com

5. Leader
Recogni+on
Associa+on
Concerns
Do
State
Leaders,
Influencers
&
Lawmakers
Know:
-­‐ Who
We
Are
-­‐ What
We
Do
-­‐ Why
We
Are
Vital
To
North
Carolina
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com

6. Member
Engagement
Associa+on
Concerns
Do
Our
Members:
-­‐ Perceive
Value
in
Membership
-­‐ Ac+vely
Engage
in
Associa+on
Ini+a+ves
-­‐ Par+cipate
in
Telling
Our
Story
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com

7. Freedom
to
Operate
Associa+on
Concerns
Is
Our
Associa+on:
-­‐ At
Risk
Due
to
Policy
Ac+on
-­‐ Providing
“Air
Support”
for
GA
Ground
Game
-­‐ Employing
Effec+ve
Grassroots
Strategy
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com

8. Your
Story
Leader
Recogni+on
Freedom
to
Operate
Member
Engagement
NC
Leaders,
Influencers
&
Lawmakers
NC
Associa+ons
Members
Communica+ons
That
Connect
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com

9. State
MoXo
Esse Quam Videri
“To be,
rather than
to seem.”
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com

10. AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
5
Be’s
of
Associa+on
Communica+on

11. Be
Aware
5
Be’s
of
Associa+on
Communica+on
-­‐ Demographics
-­‐ Poli+cs
-­‐ News.
Noise.
Making
Connec+ons.
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
The
environment
in
which
you
operate
shapes
what
and
how
you
communicate.

12. Projected
Popula+on
Growth
North
Carolina
Office
of
State
Budget
and
Management
County/City
Popula+on
Projec+ons
2030 Projected Population: 11,558,205 – 9.5% growth from 2020 projections
- Natural Growth July 2020 – July 2030: 132,068
- Net Migration July 2020 – July 2030: 867,388
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com

13. Poli+cal
Reality
Year
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
Governor
State
Senate
State
House
Year
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Governor
State
Senate
State
House
Republican
-­‐
Divided
Government
Democra+c
-­‐
Divided
Government
Democra+c
-­‐
Unified
Democra+c
Government
Republican
-­‐
Unified
Republican
Government
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
Lots
of
new
faces
and
ideas.
You
can’t
assume
they
know
your
story.
- Effec+ve
Grassroots
are
a
priority
–
Ge#ng
your
members
engaged!
- Your
GA
team
can’t
touch
them
all…all
the
+me.
“Air
Support”
for
your
ground
game.

14. AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
Local
News
Reality
▲“The
State
of
News
Media
2013
Report”,
Pew
Research
Center’s
Project
for
Excellence
in
Journalism
*“Number
of
Americans
Who
Read
Print
-­‐
Newspapers
Con+nues
Decline”,
Pew
Research
Center,
October
11,
2012
**“5
facts
About
the
News
Business
Today,
Amy
Mitchell,
Pew
Research
Center,
March
26,
2014
1.“In
Changing
News
Landscape,
Even
Television
Is
Vulnerable,”
Pew
Research
Center,
Sept.
27,
2012
23%:
Percentage
of
Americans
who
say
they
read
a
print
newspaper
the
previous
day
(down
18
points
over
the
last
decade)*
Es+mated
newspaper
newsroom
cutbacks
in
2012
put
the
industry
down
30%
since
2000
and
below
40,000
full-­‐+me
professional
employees
for
the
first
+me
since
1978▲
290:
Local
TV
sta+ons
changed
hands
in
2013,
up
from
95
in
2012**
25%:
Percentage
of
the
952
local
news
sta+ons
that
do
not
produce
their
own
original
news
content**
The
number
of
adults
under
30
who
are
regular
local
news
viewers
has
dropped
from
42%
in
2006
to
just
28%
in
2012.1

15. AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
New
Media
Reality
46
M:
Number
of
unique
U.S.
visitors
to
Blogger
every
month*
As
of
September
2013:✧
ü 71%
of
online
adults
use
Facebook
ü 17%
use
Instagram
ü 21%
use
Pinterest
ü 22%
use
LinkedIn
As
of
January
2014,
19%
of
online
adults
use
TwiJer✧
9,100:
Number
of
Tweets
per
second❖
6
B:
Number
of
video
hours
watched
each
month
on
YouTube—100
hours
of
video
are
uploaded
to
YouTube
every
minute▪
*“The
Blogconomy,”
Social4Retail.com,
Internet
&
Social
Marke+ng
For
Retail
✧Social
Networking
Fact
Sheet,
Pew
Research
Internet
Project
❖Sta+s+c
Brain,
TwiXer
Sta+s+cs,
Research
Date:
July
11,
2014
▪YouTube
StaNsNcs,
YouTube.com

16. Be
Inten+onal
5
Be’s
of
Associa+on
Communica+on
-­‐ Top
Down
Involvement
-­‐ Clarity
&
Consistency
-­‐ Plan
Your
Work.
Work
Your
Plan.
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
Make
appropriate
investment
of
+me,
talent
and
treasure.
Not
doing
so
is
far
too
costly.

17. NC
Academy
of
Family
Physicians
Approach:
• Proac+ve,
suppor+ve
messaging
for
“Responsible
Medicaid
Reform”
• Built
messaging
plarorm
for
broader
primary
care
provider
involvement
• Integrated
earned
and
paid
media
• Linked
to
grassroots
strategy
Ini+al
Outcome:
• NCAFP
invited
to
the
table
• State
leaders
using
their
language
• Slowed
pace
and
increased
debate
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
Challenge:
Medicaid
Reform

18. Be
Storytellers
5
Be’s
of
Associa+on
Communica+on
-­‐ Don’t
Expect
Others
to
Produce
Your
Story
-­‐ Be
Proac+ve
–
Don’t
Wait
for
a
Crisis
-­‐ Be
Heard
in
Places
Your
Stakeholders
Frequent
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
Stories
humanize
your
work
or
your
issue.
Stories
connect.

19. Be
Innova+ve
5
Be’s
of
Associa+on
Communica+on
-­‐ What’s
Working?
What’s
Not?
-­‐ Consider
Stakeholder
Preferences
-­‐ Don’t
Rush
to
Employ
Every
New
“Plarorm”
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
“We’re
so
small
we
have
to
be
innova+ve.”
-­‐
Patrick
Woodie,
NC
Rural
Center

20. NC
Animal
Agriculture
Coali+on
Approach:
• Develop
a
branded
plarorm
for
agricultural
Q&A/educa+on
• “Talk
about
the
foods
we
eat
&
people
that
feed
us.”
• Spotlight
on
NC
farmers
and
other
“Food
Voices”
Ini+al
Outcome:
• Farmers
now
realize
importance
of
telling
their
story,
proac+vely
addressing
concerns
• Seeing
up+ck
in
Social
Media
shares
and
support
within
ag
community
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
Challenge:
Agricultural
Awareness

21. Be
Effec+ve
5
Be’s
of
Associa+on
Communica+on
-­‐ What
Are
You
Trying
to
Accomplish?
-­‐ How
Do
You
Know
if
You
Are
Successful?
-­‐ How
Do
You
Learn
and
Re-­‐apply?
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
Communicate.
Measure.
Adjust.
Communicate.
Measure.
Adjust.

22. Communica+ons
That
Connect
AENC
Marke+ng
&
Communica+ons
Conference
–
CarolinaBroadcas+ng.com
Use
today
to:
ü Learn
ü Challenge
ü Reinforce
You
have
a
great
story
to
tell.
Tell
it!