Research shows associations’ biggest communications challenges are how to combat information overload/communication clutter; clearly communicating member benefits and maintaining No. 1 share of voice in their industry. This presentation, delivered at the California Society of Association Executives 2012 Elevate conference, demonstrates how building a single brand voice that integrates content, promotion and advertising/sponsorships can address all three.

1. Brought to you by Naylor, LLC
and the California Apartment
Association, Tri-County
Co- Presenters:
Dana Plotke
Joshua Howard
WIDENING THE SCOPE:
Communication Programs that Sell

2. Widening the Scope:
Communication Programs that Sell
Today’s Objectives
• Explore why acquisition and/or retention must be at the
foundation for every communication that touches people
inside and outside the organization
• Determine the most effective uses for the range of
communications tools at your disposal
• Ideas for implementing a model platform for delivers an
integrated strategy

3. What We Learned About Associations
in 2011
Some Key Takeaways
• Now is an excellent time for
associations to experiment and
get a leg up on their for-profit
competitors.
• To remain relevant, associations
must capitalize and encourage
“Brandividuals. “
• A bunch of other stuff...

4. Association Leaders Pleasantly
Surprised by Membership Retention in
2011
What was the most positive surprise for you in 2011?
Source: Association Adviser eNews and
Naylor, LLC 2011-12. N=260

5. Rapid Adoption of Video. Still Trying
to Figure out Social Media.
 Strategy/policy in place
(28.6%)
Still experimenting/learning
(23.7%)
 Plan to have strategy in
next 12 months (24.5%)
 Social media not a high
priority (23.3%)
Source: Association
Adviser eNews and Naylor, LLC
2011-12. N=245

6. Rapid Adoption of Video. Still Trying
to Figure out Social Media.
Source: Association Adviser eNews and
Naylor, LLC 2011-12. N=163

7. Online Video Usage in U.S.
7
174 MILLION PEOPLE
In the United States
40.9BILLION VIDEOS
Watched
December 2011
23.2 hours of online video consumption per month
43% more Americans watch online video content
on an average day more than a year ago
Comscore – Feb 2012

8. Communications Staffing and Non-
Dues Revenue Expected to Increase
As a percentage of your 2012 budget, what is your
expectation for non-dues revenue?
 Increase over
2011 (40.9%)
 About the
same as this year
(30.6%)
 Decrease from
2011 (28.5%)
Source: Association Adviser eNews
and Naylor, LLC 2011-12. N=186

9. Communications Staffing and Non-
Dues Revenue Expected to Increase

10. ELEVATE 2012 PRE SHOW RESULTS
• Greatest Obstacle: Lack of Resources
• Frequency of Communication: “Much” or
“Somewhat” More than 3 Years Ago
• To What Extent are Your Communications
Integrated?: Majority consider their program
Integrated

11. “Less”
is“More”
in the
Future of
B2B Comm-
unications
Fast Company, June
2011, Illustration by
Liz Meyer

12. Operating in Silos
With all of the above you have decisions to be made around:
Purpose / Content / Audience / Marketing / Advertiser Bundling

13. Integration: A Strategy that Works
Association Exec’s Whose Communications
are Integrated say:
• Initiatives are above
average with significant
improvement post-
integration
• Members are actually
reading most of what
they receive
• Integration allows you to
be part of the solution,
not the problem

14. What is Integration?
In Other Words
 Clear. Each media product
has a defined purpose,
audience and frequency,
with corresponding
communication calendar.
 Symbiotic. Cross
promotion of product and
editorial repurposing.
 Sponsor and Member
Friendly. Advertisers can
synchronize messaging
(“member touches”) across
all media channels.

15. What Integration Looks Like
One media kit to promote all advertising opportunities and build value
around integrated opportunities. Good visibility on website reinforces
cohesiveness of entire program and increases value to advertisers

16. What Integration Can Look Like
Association Website Communications Micro Site

17. What Integration Can Look Like
Cross-promotion of
association
communications

18. What Integration Can Look Like
Offering advertisers
ability to synchronize
presence across all
communications

19. What Integration Can Look Like
Integrating
Design and Content
Between Chapters

20. What Integration Can Look Like

21. What Integration Looks Like
Facebook Page Twitter Identity
LinkedIn
Group

22. How to Fix or Improve What is
Broken
First, Understand Where You Are Today
• Internal
Assessment
• Gap Analysis
• Refine Your Brand
Execution
• Measure

23. Gap Analysis: Case Study
Challenge: Do our goals and objectives match to members wants and
needs?
Solution: Ask the difficult questions.
Results: Members were happy, but….
• Over 40% of members didn’t consider them the No.1 source of
industry trade information.
• Information was not easy to find or specific enough for their needs.
• Members interests were over-estimated in some areas and
significantly under-estimated in others.
• The association had planned to invest the most new resources in
channels that members rank lowest in terms of member value.

24. Tools for Your Tool Box
Media Evaluation Grid
Content/Purpose
Description Target Audience Frequency (per year) Budget Revenue Who Produces Cross Promotion Activity
Magazine. FLEETSolutions
serves as an industry resource
for all fleet professionals.
Provides universal topics.
Editorial topics include: Fleet
Mgmt selections, fleet graphics, Member & Non-member. Fleet
mobile applications, online Managers of corporations,
auctions, finding good drivers, organizations, and public
managing vehicle registrations, agencies covering a wide range Link in FleetFOCUS newsletter
outsourcing, alternative fuels of manufacturing and service header; cross-promo ad in
etc. Also includes digital organizations, governments, FleetFOCUS and Show Guide;
magazine and public service entities 6X $ Naylor flyers at show
E-newsletter. Provides relevant
& timely coverage on the issues
mattering most to the industry. NAFA Members & Affiliates 24X $ Naylor Cross-promo ad in Show Guide
User-Friendly forum designed to Link in FleetFOCUS newsletter
bring producers and the fleet header; audience development
community together. Locator of email blasts; cross-promo ad in
products for fleet community. FLEETSolutions and 2011 Show
RFP Automator. Mobile App Fleet Managers/Professionals Ongoing $ Naylor Guide; flyers at show
NAFA website is the gateway for
members, affiliates and non-
members to access online NAFA Members & Potential NAFA. Naylor provides sales Cross-promo ad in
information about the assoc. Members Ongoing $ support FLEETSolutions and Show Guide
Who's Who Guide that stays on
the desks of NAFA members
and affiliates all year long. Info
cross-referenced by name and
by member name and company
as well as by product/service Cross-promo ad in
category NAFA Members & Affiliates 1X $ Naylor FLEETSolutions and Show Guide
Member & Non-member. Fleet
Managers of corporations,
organizations, and public
agencies covering a wide range
of manufacturing and service
Trade Show. Industry's largest organizations, governments, Ad in FLEETSolutions, email
gathering of fleet managers and public service entities 1X $ Naylor & NAFA blasts
Member & Non-member.
Tradeshow Microsite. Used to Exhibitors & Potential Link included on all exhibitor
store show info, exhbitors, Exhibitors. Attendees & NAFA. Naylor provides sales marketing material and email
schedule, registration info etc. Potential Attendees Ongoing $ support blasts

25. Tools for Your Tool Box
Communications Calendar
Product
name Jan Feb March April May June July Aug Sept Oct Nov Dec
FLEETSolutions
FleetFOCUS
Online Buyer’s
Guide
NAFA website
Membership
Directory
NAFA Institute &
Exposition
NAFA Institute &
Expo websites
NAFA Institute &
Expo Show Guide
& Final Program

26. Tools for Your Tool Box
Advertiser Evaluation Grid
NAFA
Institut
e& NAFA
Expo Online Institute
Advertiser Show Buyer’s NAFA & Expo NAFA Institute
Name FLEETSolutions Directory Guide FleetFOCUS Guide website websites & Exposition TOTAL
1
2
3
4
5
6
7
8
9
10

27. CONTACT INFO:
DANA PLOTKE, MARKETING MANAGER, @danaplot
WWW.NAYLOR.COM
PHN: 352-333-3358 - DPLOTKE@NAYLOR.COM
Facebook: FACEBOOK.COM/NAYLORLLC
Twitter: @NAYLORLLC
Linkedin Group: ASSOCIATION EXECUTIVE ROUNDTABLE
Subscribe: www.associationadviser.com