Summary slides of 12 case studies from four seasoned association marketing professionals. Based on the success of last year's program, this panel of association management company marketing specialists returns with a dozen case studies highlighting integrated marketing programs for membership, meetings, public awareness, and product launches. Learn what works and what doesn’t. Explore the tools used to create, deliver and measure marketing programs. Walk away with loads of ideas you can use right away! From the 2013 ASAE annual meeting in Atlanta.

1. Integrated Marketing
in the Digital Era
12 Case Studies
Format:
Challenge
Strategy
Tactics
Results

2. Steve Drake
Editor
SCDdaily blog
Facilitator

3. Laura Davis, CAE
Association Management Center
Russ Lemieux
Kellen Company
Jeanne Sheehy
Bostrom Corporation
Jill Hronek
The Sherwood Group Inc
Presenters

4. Laura Davis, CAE
Director, Marketing & Membership

5. What’s the WIG Idea?
• Grow
• Retain
• Recruit

6. What’s the WIG Idea?
• Four Disciplines of Execution
• Magnet hospitals
• Research

7. What’s the WIG Idea?
• Discounts
• Toolkit
• Contact
• Sponsors
• Dues

8. What’s the WIG Idea?
7,680 members in first 5 months

9. Russ Lemieux
Group Vice President

10. Re-branding An Established
Association
Challenge: Establish APEX with …
• long-time members
• new stakeholders
• global industry

11. Messaging: APEX Rationale, Benefits
• Rapidly changing on-board PAX
experience
• Airlines re-organizing
• Required integration of more elements of
PAX experience (e.g., seats, F&B, AVOD)
• Need for coordination, knowledge sharing
across product/service providers

12. Leveraging Traditional, New
Media
• News & Website
• Magazine
• Event branding
• Social Media

13. News & Website

14. Magazine

15. Branding

16. Social Media

17. Membership Growth –
New Scope (Vendors)

18. Event Participation -
EXPO
2100
2150
2200
2250
2300
2350
2400
2450
2010 2011 2012

19. Event Participation – TV
Market
0
50
100
150
200
250
2010 2011 2012 2013

20. Revenue Trends
$2,200,000
$2,250,000
$2,300,000
$2,350,000
$2,400,000
$2,450,000
2010 2011 2012

21. Work in Progress
• more diverse exhibit hall
• airline senior management involvement
• more airline members

22. Jeanne Sheehy
Vice President and
Chief Marketing Officer

23. Challenges
 Changing industry
 Social/Mobile drivers
changing member
needs
 Strategic branding
effort by leaders
 Relevance for market
and association future

24. Strategies
 Retain PIMA‟s longstanding value to
current members while changing
services, brand promises and value
proposition for the evolving market
 Integrated marketing plan
 Digital presence and content marketing
strategy
 Focus on member retention, membership
growth through new messaging and
tactics, and meeting attendance and
attendee profile
 Increase PIMA awareness in existing and
new market areas

25. Tactics
 Facilitated Branding sessions
 Identify new prospect profiles
 Integrated marketing plan to establish
all elements of the rebranding
launch, resources needed and timing
 Development of new logo, tag
line, mission and vision statement as
well as AMS and web site
 Leverage volunteer thought leadership
for educating members on back story
of rebranding initiative
 Identification of all metrics to gauge
success or changes needed to plan

26. Results
• 2013 Annual Meeting broke
every attendee record
• Web/AMS launch providing
members new
branded, mobile friendly
site, content and enhanced
profile
• Web stats increase in # of
visitors, time on site and % of
new visitors
• PIMA retained every member
except one and added 6 new

27. Jill Hronek
Director, Communications

28. Bringing Distance
Education Home
Challenge:
Introduce a new distance
education program
to the field.

29. Strategy:
Allocate small budget across
all media/channels.
Bringing Distance
Education Home

30. Tactics:
• Email, direct mail, ads
• Social media, Web
• List generation
• Use presenters
Bringing Distance
Education Home

31. Results:
• Learning
• Exceeded
revenue
• Expanded
audience
• Decreased
investment
Bringing Distance
Education Home

32. Pause

33. Laura Davis, CAE
Director, Marketing & Membership

34. Ahh…Tweet Success!
Reach members
using Twitter

35. Ahh…Tweet Success!
• Take advantage of a captive audience
• Engage
• Be active

36. Ahh…Tweet Success!
• Stickers
• TweetPros
• Meet and Tweet
• Hashtags

37. Ahh…Tweet Success!
6.1 million
impressions

38. Russ Lemieux
Group Vice President

39. Blowing Up & Re-Building
Digital Networks
Challenge: Launch
new, online, connec
ted community…
• Secure sponsorship
• Drive participation
• Encourage & grow
engagement

40. Strategies: Value Add & Next-Gen
• Highlight special &
accessible new features to
loyal Listserv participants
• Promote next-
gen, innovative features to
membership at large
• Promote niche capabilities
to special interest groups

41. Deploy RCA-Connect
Champions
• Board members
• Industry influencers
• Web demos

42. Annual Conference
Launch
• Teaser in pre-Conf marketing
• Postcard
• Demo at RCA expo booth
• Announcement at business meeting

43. Traditional & Digital
Marketing

44. Engagement Marketing
• Hosting engagement scavenger hunt
• Three month survey: “How’s it going?”
• Addressed issues in “Support Community”
• Answered requests with mobile app

45. Key Results
• 28 Communities
• 688 unique logins (33% of membership)
• 4,194 total logins

46. Jeanne Sheehy
Vice President and Chief
Marketing Officer

47. Challenges
 Reassessment of
PIMA‟s digital presence
strategy
 Content Marketing
Strategy
 Create/repurpose/distri
bute

48. Strategies
 Integrate the goals of the
marketing plan into the
content strategy
 Look at latest content
marketing strategies and
focus on a few relevant and
doable for PIMA
 Focus on content that
explains the new brand and
educates members and
prospects on the new PIMA
 Launch new survey and
leverage the results for
contributors, members and
the public

49. Tactics
 MidYear Meeting Marketing Plan
building on successful strategies from
the Annual Meeting
 Meeting Mobile Site
 Produced a „sellable‟ summary report
of both Surveys
 Built a calendar for planning and
tracking messages and distribution
outlets for staff and volunteers
 Integrated content strategy with
membership growth goals and
utilized key committee for
membership and marketing tactics

50. Results
• Mobile event app
• Web site on path to
nearly double web
visitors in second
half of 2013
• Member recruitment
strategy already
resulted in 3 new
members

51. Jill Hronek
Director, Communications

52. Launch + Crash = Success
Challenge:
Redesign/relaunch website
for users who have
little reason to go online!

53. Launch + Crash = Success?!
Strategy:
• Procedures, check-ins
• Training
• Testing
• The splash

54. Launch + Crash = Success
Tactics:
• Data gathering/analytics
• “Volunteer”
involvement
• Soft launch
• Social media

55. Launch + Crash = Success
Results:
• <100 visits/day  >8,000 unique visitors
• Facebook likes
• Awareness
• Unexpected surge
Unique Visitors = 30,665
Total Visits = 47,434
Total Page Views = 253,811
Pages Per Visit = 5.35
Avg. Visit Duration = 4:37

56. Pause

57. Laura Davis, CAE
Director, Marketing & Membership

58. Products: Unpacked

59. Products: Unpacked
• Alternative formats
• Repackage

60. Products: Unpacked
• Pricing Strategy
• Advertise
• Facebook, LinkedI
n, Direct Mail

61. Products: Unpacked
1500 units in first 9 months

62. Russ Lemieux
Group Vice President

63. NYWICI:
Communicating to Communicators
Challenge: Deliver relevant marketing and social
media to members who do it for a living
• New York Women in Communications members are early
adopters of new technologies and platforms, so the
organization must embrace new strategies

64. Maintaining Relevance
• Social Media
• Redesigned Website & Fresh Branding
• Outreach to Young Professionals/Students
• Matrix Awards

65. Social Media
• Presence on all major
platforms
• Leverage members’ expertise
and resources
• Staff and volunteer teamwork
• Daily tweets and posts
• Live tweeting events
• Biweekly Twitter chats

66. Newly designed website

67. Matrix Awards

68. Young Professionals
and Students
• Dedicated committees &
programming
• Publications, social media
accounts aimed at students
• Scholarship program

69. NYWICI Results
• Increased social media engagement
– Additional 1,500 Twitter followers in past year
– NYWICI credible source; tapped as a thought
leader on women in workplace and related
issues.
• Increased attendance at events
• Student/Young Professionals fastest-growing
demographic

70. Jeanne Sheehy
Vice President and Chief
Marketing Officer

71. Challenges
 Professional Practice
Analysis Study
 New programs and
ongoing research
 Integrated
communications
strategy - key to success

72. Strategies
 Integrated Marketing Plan
 Digital Presence Review
 Practitioner name change
 Content Strategy
 Develop education that
results in a higher level of
care
 Launch new practice
analysis program

73. Tactics
 Full digital presence review
with SWOT analysis on web
site
 Developed LinkedIn
community
 Strengthened NAB
positioning
 Identify new target markets
 Enhanced content marketing
strategy for the future

74. Results
• Website successfully
launched in May 2013
• 6K unique visitors looking
at more than 3 pages per
visit, spending an average
of 3 ½ minutes on the site
with 67% of visitors being
new
• Research provider chosen
• Communications strategy
underway

75. Jill Hronek
Director, Communications

76. Small Organization, Big Tweets
Challenge:
How does a small
organization
make a presence
at a BIG trade show?

77. Small Organization, Big Tweets
Strategy:
• Leverage Twitter, BIO
• Plan
• Use blogs,
members

78. Small Organization, Big Tweets
Tactics:
• Plan
• Message
• Real-time
• Retweet
• Keep it light

79. Small Organization, Big Tweets
Results:
• AUTM highlighted at
BIO Town Hall mtg.
• $$ low
• Enthusiasm up
• Community engaged

80. Questions?