Are you a marketing-driven organization? Take the Quiz outlined in the presentation to see if you have the strategies and tools in place to be an effective organization in today's competitive environment. Learn the secrets of successful associations.

2. www.cepsm.ca
Association-Training
www.actionstrategies.ca
REGISTER NOW FOR TRAINING ALL YEAR-LONG:
Branding for Associations: Why it has become invaluable [FEB 8]
Maximizing Your Public Relations and Earned Media Potential [FEB 23]
Taking a Marketing Approach Towards Corporate Revenue Development [MAR 9]
Social Media Marketing: Magnify your org’s online presence [APR 12]
Social Marketing and Behaviour Change for Associations [MAY 12]
Determining the Value of Your Sponsorships & Partnership Assets [JUNE 22]
TBD [AUG 16]
Membership Marketing [SEPT 27]
Improving Your Selling Skills [OCT 20]
Taking a Marketing Approach to Government Relations and Advocacy [NOV 10]
Implementing and Measuring Low Cost Marketing Campaigns [DEC 6]
Investment: Choose 1 for $95, 3 for $250, 5 for $395 or 10 for $695

3. Jim Mintz
Managing Partner
CEPSM
Bernie Colterman
Managing Partner
CEPSM
Mark Buzan
Principal &
Chief Magnifying Officer
Action Strategies

4. What we do
Strategic Marketing Planning
Exhibit and Event Marketing
Social Media – Online Engagement
Social Marketing
Organizational Branding
Sponsorship Valuations
Revenue Generation
Membership Development

5. What we do
Traditional and online public relations
•
Social Media strategy:
•
•
•
•
•
•
•
Blogging, community development and
management
Communications plans
Media relations
Membership recruitment/ retention
Stakeholder engagement
Increasing event attendance
Government Relations/ Lobbying
Grassroots Advocacy strategies that:
social media
• Integrateand recruit members and
• Mobilize
supporters
•
www.actionstrategies.ca
5
Message Magnifiers for Non-Profits

6. Marketing …
Why now? Why should you care?

7. technology
social values
health
demographics
economics
environment

8. Association Challenges
• 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

10. a process and set of tools
wrapped in a philosophy for
helping an association do
what it wants to do.

11. Marketing must be Holistic

12. •
•
•
•
•
•
•
•
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
Measuring results for improvement

14. •
Recruiting and retaining members
•
Increasing sponsorship & commercial partnership revenue
•
Generating earned revenue & increasing uptake of your products & services
•
Implementing effective marketing communications campaigns
•
Enhancing your image and brand
•
Measuring the performance of your organization
•
Navigating your organization through difficult change management and gaining
member support

15. If marketing is so
great why don’t
more associations
embrace it?

16. Challenges of Introducing Marketing
into an Association
• Barrier of introducing "performance based culture”
• Conflict with core values
• Requires ongoing management support and time

17. Are you anticipating the changing landscape and developing
innovative marketing strategies to move your association to
the next level?
Do you have the marketing processes, tools and techniques in
place to meet the challenges you face?

19. You know you are a Marketing driven
organization when…
1.
You don’t use terms like “general public” when referring to target audiences.
2.
All marketing activities are coordinated & integrated into an overall plan.
3.
You focus on results and NOT process, politics and “outputs”.
4.
You do not do the same things every year i.e. programs, services, products.
5.
You have a clear understanding of the needs of your target group(s).
6.
Your organization’s brand has value.

20. You know you are a Marketing driven
organization when…(cont’d)
7.
Decision-making is based on evidence-based research, not opinions.
8.
You are up-to-date with the latest communications technologies.
9.
Branding is more than a visual identifier.
10.
You understand your “competition” and what sets you apart.
11.
You use all of the marketing mix (4 Ps) and not just promotion.
12.
You believe the ultimate objective for marketing is behaviour change.

21. Check Your Vital Signs…
If You Scored:
• 10 – 12: You have the tools, processes and culture in place to
• 8 – 9:
• 5 – 7:
• 0 – 4:
be successful and sustainable.
You are on the right path, but need to examine those
areas where you are weak.
You are likely struggling and need to take a serious
look at priorities and processes.
You are likely on the borderline of existence and
need to start over.

22. Don’t Jump!

23. - Branding/Segmentation
- Define Competition Broadly
- Integrated Communications
- Measurement
- Strategies involve all 4 P’s
- Willingness to take
“reasoned risks”
- Big Picture Thinking
- Strategy before Tactics

24. Why do new
ideas, programs
products and
services
developed by
Associations
fail?

25. Idea pushed with lack of supporting evidence
Poor organizational systems for evaluating &
implementing
High development costs, inadequate promotion,
aggressive competitive response
Poor market size measurement, forecasting, and research
Poor planning, branding, positioning, segmentation and
budgeting

26. 1.
2.
3.
4.
5.
6.
7.
8.
What is the association’s mission?
What are the target market(s)?
What are the key segments within
these markets?
What are the needs of each market
segment?
Who are the key clients, stakeholders,
competitors and potential partners?
What “business” do stakeholders/clients think the association is in?
How much interest or awareness does the association’s activities
generate?
How satisfied are the current clients and stakeholders with the
association’s output?

27. 9.
10.
11.
12.
13.
14.
What are the major strengths or weaknesses
that could either limit or enable expansion?
Where are the opportunities to excel?
What opportunities are presented that will
enable an expanded resource base?
What specific steps must be taken to capitalize on
the opportunities?
What benefits does the association have that will allow a
different position from others in the field?
Are there segments “open” from competition that would allow
the association to excel*?
* Source: Successful Marketing Strategies for Nonprofit Organizations, Barry J. McLeish

28. 1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Top-down strategic vision and outcomes that are
translated into working terms at all levels
Client-driven approach
Programs / services segmented and promoted by
audience
Prioritization of activities based on need or
opportunity
Greater linkages between internal functions
Integrated marketing communications
Marketing that’s focused on results
Use of the web as an engagement tool
Marketing training for managers and line staff
Branding that lives up to its promise

31. Contact Info:
Bernie Colterman: berniecolterman@cepsm.ca
Jim Mintz: jimmintz@cepsm.ca
Mark Buzan: mark@actionstrategies.ca
Websites: CEPSM.ca / ActionStrategies.ca
Feedback: clairemills@cepsm.ca