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How to Create a Collaborative Chapter Marketing Movement
The document discusses how to create a collaborative chapter marketing movement to enhance national marketing efforts by engaging local chapters. It emphasizes the importance of removing silos, local storytelling, and micro-moments through real-world examples, such as various successful social media campaigns. Key takeaways include empowering chapters, piloting ideas, and ensuring consistent communication to improve member engagement and ROI.
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How to Create a Collaborative Chapter Marketing Movement
- 1. How to Createa Collaborative Chapter Marketing Movement
- 2. About The Presenters Billhighway GotChapters? We’ve got solutions. Peggy Hoffman Co-Founder & President Mariner Management & Marketing LLC
- 3. Why It’s Important &Key Questions • Remove silos • Local storytelling • Micro-moments • Omni-channel marketing Association Examples • Goals • ROI • Chapter support & buy-in • Lessons learned • Key takeaways Getting Chapter Buy-in • Bring them to the table • Empower & challenge • Add professional development opportunity Turning Ideas into Action • Brainstorm w/chapters • Pilot an idea • Use as promotional channel • Repurpose content 01 02 03 04 Our Agenda
- 4. Are you currentlyusing your components to enhance national’s marketing efforts? What wants, needs, and pain points can your components help you solve at a local level? What is the one thing that your chapters could help you do better? Key Questions 01 02 03
- 5. Removes Silos: Componentsreach a whole new segment of members and non-members Why It’s Important to Activate Your Chapters in Your Marketing Efforts Local Storytelling: Opportunities to focus on chapter members and highlight the local angle and impact of broad national topics Ability to create micro-moments Opportunities for omni-channel marketing
- 6. Poll Question Do youcurrently have a marketing campaign using the chapter channel?
- 7. Use Case #1 AmericanNurses Association (ANA) #FitNurseFriday5k Campaign
- 8. #FitNurseFriday5K Campaign Social media campaign(#fitnursefriday) promoting a healthy lifestyle for nurses The #fitnursefriday campaign started as a 90 day pilot to increase engagement Idea aligned with ANA’s “grand challenge” Healthy Nurse, Healthy Nation ANA encouraged engagement with the online nursing community by posting topics
- 9. 01 02 03 Technology Discover innovative technologysolutions to increase ANA’s digital presence Engagement Drive engagement with the nursing community and its supporters, including the state associations Social Visibility Increase ANA’s visibility and engagement across social media platforms 04 Membership Spark member-to-member interaction 05 Community Give members opportunities to participate in a community initiative 06 Membership Value Provide value to members Campaign Goals
- 10. #FitNurseFriday5k had agoal of 500 nurses participating. In the first 6 months of #fitnursefriday5k: • The campaign reached 4.5 million people on Facebook and Twitter • In 2016, 678 nurses participated • In 2017, 2,244 nurses participated • Visibility increased nation-wide due to state association engagement – even engaging non-members to participate #FitNurseFriday5k ROI 42% 2017 42% of virtual 5k participants were non-members 22% 2016 22% of virtual 5k participants were non-members
- 11. Support Given toChapters Consistent Messaging Put together a tool kit for chapters that included graphics, sample social media posts and sample emails. Customizable by Chapter Wanted states and chapters to feel like they’re part of it. The toolkit was customizable so they could customize messaging to reflect their goals. Online Community Hosted an online community where states and chapters could find help, get information, and download resources (like the tool kit).
- 12. Use & Share MemberData Use data collected to recruit new members and share your data with chapters Key Takeaways 01 Connect w/ Non-Members Help chapters connect with non-members and see the value in working with National 02 Pilot Programs Sometimes you might only have 3 chapters that want to get onboard, that’s fine – work with those 3. 03 Empower Chapter Ideas Empower your chapters to take an idea and run with it on their own. 04
- 13. Chat Question What ideas/actionshave your components taken and run with? Poll Question Have you piloted something that went really well or fell flat with components?
- 14. Use Case #2 AmericanSociety of Landscape Architects (ASLA) Let Chapters Take Over Instagram
- 15. ASLA Chapters Take Instagram Individualchapters (49 total) took over ASLA’s national Instagram feed for one day Chapters were given the login for the account and coached on posting ASLA’s goal for the month was to celebrate member’s work globally (chapter channel) Built on previous success in 2015 social campaign “This is Landscape Architecture” campaign
- 16. 01 02 03 Membership Chapters enjoyed showcasingmembers on the national level Chapter Engagement Allowed ASLA to engage chapters who weren’t as involved with national or on social media Increase Followers Grew ASLA’s Instagram followers 10% 04 Target Market Aimed at (and hit) target market for younger professionals & college students 05 New Ideas & Content Gave fresh photos and content for the national Instagram campaign 06 Social Media Gave chapters a hands-on social media lesson Chapter Take-Over ROI
- 17. Support Given toChapters Provided chapters with a webinar & toolkit The toolkit included a card “This is Landscape Architecture” to hold in front of your favorite design Allowed chapters two options to participate: • Chapters are given login to national Instagram account to post images • National will schedule posts through Hootsuite on behalf of the chapter National’s PR & Communications Coordinator shared his cellphone to volunteers for help outside office hours 01 02 03 04
- 18. Lessons to Share Devilis in the details to do the important prep upfront Keep schedule in front of everyone Must have a POC and take charge of the coordination
- 19. Find the WIIFM(What’s In It For Me) Show value-add to members by giving their projects national exposure. Key Takeaways Dedicate a Campaign Manager Remember you are still the campaign manager – be sure to build time to help chapters succeed Piggy Back on Success Build on an existing effort that members know about – no need to convince leaders that the campaign will be successful
- 20. Poll Question Have youlet your chapters take over your social media account(s)? Chat Question What do you see as the benefits or drawbacks to doing so?
- 21. Use Case #3 International MountainBicycling Association (IMBA) Dig In Campaign
- 22. IMBA Dig In Campaign Launcheda national marketing effort and crowdfunding platform, Dig In Campaign, to promote/fund biking trails. Supported 68 chapter projects in 31 states Campaign will fund 500 miles of new trails, maintenance of 140 existing trails, 10 new, etc. Goal: rebuild trust with chapters and partners Provided crowdfunding for chapters to use
- 23. Use Case #4 Instituteof Management Accountants (IMA) Video Contest
- 24. IMA Millennial Video Contest Socialmedia-based video contest targeted at millennials with theme “You’ve Got to Earn It” Goal: showcase benefits of earning the Certified Management Accountant credential Boosted IMA’s Facebook reach by 500,000 individuals in February (voting) IMA leveraged members from councils, chapters and accounting academics to reach millennials on benefits of IMA
- 25. Poll Question Could yousee your chapters as a channel for … Chat Question What do you see as the benefits or drawbacks to doing so?
- 26. Chapter Buy-In Bring Chapters tothe Table Encourage a collaborative culture Provide opportunities for them to contribute Allow and encourage focused feedback Empower & Challenge Them to Take the Initiative Be results-focused: allow time for more project-based work Adapt your management style Listen: be objective & welcome new ideas Do what you can to bridge the gap between national & chapters 01 02 03 Provide Professional Development Opp. Provide mentoring & education (i.e. chapter leader conference) Encourage cross-functional partnerships, or cross- network and association- chapter partnerships
- 27. Turning Ideas Into Action Brainstormideas with chapters Pilot an idea Tap chapters as promotional & content channels Repurpose and build on what you already created/worked on 01 02 03 04 What’s one thing you could do tomorrow? Here’s a few ideas:
- 28.
- 29. October 26, 2018 RegistrationOpens 3/19
- 30.
Editor's Notes
- #2 With the generational shift and rise of digital engagement, more chapter-based associations are starting to incorporate influencer models into their digital media marketing strategies. Unsurprisingly, many association leaders are looking to their chapters to help keep their marketing momentum going. In this webinar, we’ll provide examples of what other associations have done to drive membership engagement, particularly with younger generations.
- #3 Got chapters? We’ve got solutions. Billhighway unifies finances and data for organizations with components. We solve inherent operational, data and financial complexities that impact component-based associations. LEARN MORE Mariner Management & Marketing is your partner in helping association volunteers and staff create the greatest possible value for your members and in ensuring the long term health and growth of your association. LEARN MORE
- #4 Turning Ideas into Action: Brainstorm ideas with chapters Pilot an idea Tap chapters as promotional & content channels Repurpose and build on what you already created/worked on
- #7 Poll Question: Yes No
- #9 Social media campaign promoting a healthy lifestyle for nurses (large following on Facebook) Boomer retirement = New ways to prove the value of membership to millennials Idea by 2 Millennials part of cross-functional team charged with launching member engagement projects integrated with other association-wide initiatives. Idea aligned with ANA “grand challenge” already in the works: Healthy Nurse, Healthy Nation. Projects have to be easy & inexpensive to implement Result in a targeted impact and early success Every week, ANA shared social media posts with tips on how to be a fit nurse. Designed to be conversation starters for the nursing community (exercise, healthy eating, motivation, hydration, sleep, and stress reduction)
- #11 Nurses felt more connected Members and non-members posted photos taken after a run, healthy snack ideas, and other wellness tips. After the conversation stopped on Friday, nurses still had the Healthy Nurse, Healthy Nation group on Facebook where they could stay updated on what’s going on with each other.
- #14 Chat Question: Chat into the box with your answers Poll Question: Yes with success (tell us more in the chat) Yes without success (chat about why) Not yet (chat about what’s holding you back)
- #19 Do it again? Yes! And you can see the 2018 campaign in prep: https://asla.org/contentdetail.aspx?id=45783
- #21 Poll Question: Yes (tell us more in the chat) No & won’t No, but have been thinking about it Chat Question: Chat into the box on the benefits…
- #23 Overview: To promote and fund the building, maintenance, and improvement of biking trails, the International Mountain Bicycling Association launched a national marketing effort and crowdfunding platform called the Dig In Campaign. Running from November 1 through the end of the year, Dig In raises money to support local projects IMBA chapters are working on. To receive funds, chapters had to prove they already had an agreement with a land manager to develop a trail and fill out an application providing IMBA with the details. ROI By supporting 68 chapter projects in 31 states, the campaign will fund 500 miles of new trails, maintenance of 140 miles of existing tails, 10 new bike parks, and four trails for the National Interscholastic Cycling Association and its high school mountain biking program. Rebuild trust with chapters and partners after significant internal change at IMBA last year Produced stories for IMBA to share about what their chapters are doing Chapter Support Provided crowdfunding platform for chapters to use Notes: In addition to industry partners, individuals across the U.S. can give to specific chapters and trail projects through the online crowdfunding platform. “[Chapters] were really excited about that part of it that not only did IMBA go out and gather a pot of money from the industry—which we’re still not done [with]—but we’re also hosting an individual fundraising platform that we will promote on a national level,” Ross said.
- #25 Here's an example of how you integrate chapters into a national program… Overview Through a social media-based video contest targeted at millennials, the Institute of Management Accountants (IMA) introduced thousands of individuals to the organization and its credential—and picked up some tips for engaging students and young professionals. The contest theme, “You’ve Got to Earn It,” showcased the importance of earning the Certified Management Accountant credential. Individuals and teams were asked to submit short videos that showed the benefits of being a CMA. ROI New tactics to engage the youngest generations entering the workforce. The Institute of Management Accountants did so with a successful video contest, which also boosted its Facebook reach by 500,000 individuals in February. Not only were millennials exploring why they would want to earn the title in these videos, but they were also sharing information about the CMA with their peers. When the submission deadline passed, IMA had received 33 submissions. The videos, which had to be less than two minutes, were narrowed down to a top four, and then posted on Facebook for public voting. During voting in February, IMA’s Facebook page reached 500,000 more people than in the previous month and gained 600 new U.S. followers as contestants shared their videos and IMA’s page with their communities. First place winners received prize money, a CMA prep scholarship, and travel arrangements to IMA’s annual meeting Chapter Support IMA also leveraged members of its own community—like councils, chapters, and accounting academics—to reach millennials. Notes: For example, the winning group, a student team from the Philippines, was encouraged to participate by their CMA-holding professor. The ultimate goal was to rely on those third-party validators, allowing IMA members and prospects, rather than the organization, to communicate with each other and the public about the benefits of the CMA.
- #26 Poll Question: social media campaign to drive awareness partner to drive a healthy (or other professional) behavior a channel for new member engagement a partner in raising funds other – type in chat Chat: What are other ways or ideas that you have seen chapters use to promote a specific campaign?
- #27 #1 Bring chapters to the table Encourage a collaborative culture. Provide opportunities for them to contribute. Provide and allow focused feedback. #2 Empower and challenge them to take the initiative Be results-focused: allow time for more project-based work, i.e., relieve their administrative duties. Adapt your management style: no one wants to be micromanaged. Listen: be objective and welcome new ideas. Do what you can to bridge the gap between national and chapters. #3 Provide professional development opportunities Provide mentoring and education, like a chapter leader conference. Encourage cross-functional partnerships, or cross-network and association-chapter partnerships.
- #28 Brainstorm ideas with chapters – maybe you’ll find a project/concept to pilot (and they will love that you are using their ideas) Pilot an idea that’s been rolling around the association – go small Tap chapters as promotional & content channels – can you put together a chapter-sized promotion for a national product, provide tool-kit, pull their social media activity into your national stream? Repurpose and build on what you already created/worked on
- #31 Next Webinar on April 5th