Presentation on marketing & communications makeovers given by Layla Masri, Chris Durso and Elizabeth Engel at the ASAE Marketing, Membership & Communications Conference, May 23, 2012
3. 1. The Magazine
• Strong. Smart. Classic.
• The Brooks Brothers suit / black
cocktail dress of communications
#MMCCon LD2
4. The Magazine: The Bencher
• Published by the
American Inns of
Court (AIC)
• Bimonthly
• Four-color
• In-house staff
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5. The Magazine: Its Association
• AIC’s members: More than 25,000
state, federal and administrative
law judges, attorneys, legal
scholars and law students
• AIC’s mission: “[F]oster excellence
in professionalism, ethics, civility,
and legal skills.”
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6. The Magazine: What It Does
• The Bencher’s mission:
“Provide a regular communication link
among the national office, local Inns,
and members of the American Inns of
Court.”
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7. The Magazine: How It Works
• The Bencher’s content:
“Articles about developments in legal
ethics and professionalism, the
activities of local American Inns of
Court, profiles of prominent Inn
members, and information about local
Inn programs.”
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8. The Magazine: What It Needs
• The Bencher’s future:
“The design is 10 years old, and surely
conveys that. … We want to stand out
from all of the other content that our
members get.”
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19. The Web and Social Digital Media
• Versatile. Fresh. Statement piece.
• The designer accessory of
communications.
#MMCCon LD2
20. Digital Media:
Upper Midwest chapter, IAAP
• International
Association of
Administrative
Professionals
• Regional division
of global assn
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21. Digital Media: Its Association
• IAAP’s MN-ND-SD division has 16
chapters with 700 administrative
professional/office assistant members
• Parent organization has 20,000 global
members
#MMCCon LD2
22. Digital Media: Its Association
• IAAP’s mission: “To enhance the
success of career-minded
administrative professionals by
providing opportunities for growth
through education, community building
and leadership development.”
#MMCCon LD2
23. Digital Media: How It Works
• IAAP MN-ND-SD’s content:
Website: Personal/professional
development through education &
activities, community and networking
tools, event info, professional resources
Social Media: Timely
news/announcements, event info,
awards/accolades, office tools insight
#MMCCon LD2
24. Digital Media: What It Needs
• Focus
• Personality & polish
• Web-friendly editing
• Consistency
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41. The Campaign
• Vision. Creativity. Experimentation.
• Designing the Armani Spring Collection
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42. The Campaign
• Organization: Child Care
Resource & Referral (ND)
• Program: Early Childhood
Rating & Improvement System
• Problem: Pilot Full
deployment
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43. The Campaign: Don’t Be a DON’T
Early Childhood
Rating &
Improvement System
#MMCCon LD2
58. Makeover: ASAE’s Schedule
Months into CEO Members Association Staff Young Professional Consultant Members Industry Partner
Membership Members Members Members
Month 10 First Invoice First Invoice First Invoice First Invoice First Invoice
Month 11 Second Invoice Second Invoice Second Invoice Second Invoice Second Invoice
Month 12 Magazine Wrap Magazine Wrap Magazine Wrap Magazine Wrap Magazine Wrap
Month 13 Third Invoice Third Invoice Third Invoice Third Invoice Third Invoice
Month 14 CommNet Exit Call CommNet Exit Call CommNet Exit Call CommNet Exit Call CommNet Exit Call
Month 15 Personal email Personal email Personal email Personal email Personal email
Month 15 Renewal Letter Renewal Letter Renewal Letter Renewal Letter SM Renewal Letter
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59. Makeover: ASAE!
Process
• Three renewal invoices with no letter
• Telemarketing call
• Magazine wrap on Associations Now
• Renewal letter – only goes out after lapse
• Renewal email – “last ditch effort”
#MMCCon LD2
60. Magazine: Tips to Look Great!
• Stay current
• Challenge people
• Stories, not sermons
• Don’t be a hater
• Have fun!
#MMCCon LD2
61. Web & Social Media: Tips to Look Great!
• Think about your audience
• Inside voice v. outside voice
• A picture is worth 1000 words
• Mobile
• OWN IT!
#MMCCon LD2
62. Campaigns: Tips to Look Great!
• Clarity
• Call to action
• Does it pass the Mom test?
• Brand
• Test test test
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63. Contact Us
Chris Durso Layla Masri
Executive Editor, PCMA Convene President
Professional Convention Bean Creative
Management Association Funktional Web & Interactive
cdurso@pcma.org Design
www.pcma.org lmasri@beancreative.com
@dursoconvene www.beancreative.com
@beancreative
Elizabeth W. Engel, M.A., CAE
Director, Marketing & Sponsorship
Children’s Hospital Association
ewengel@nachri.org
www.childrenshospitals.org
@ewengel
Notes de l'éditeur
Chris wore a fuchsia tie/cummerbund to match dateEWE notorious shoe collectionLayla has an entire closet to house her accessories. Don’t judge.
Dress the Part = Be what you are. The Bencher isn’t a newsletter, but it’s designed like one, and much of its front-of-the-book content is written for one.
Dress the Part = Be what you are. The Bencher isn’t a newsletter, but it’s designed like one, and much of its front-of-the-book content is written for one.
No Pleats = Be timely. Be current. Be relevant.
No Pleats = Be timely. Be current. Be relevant.
Dry Clean Only = Watch out for clutter. This is a great topic, but the layout is dense – and the extra line spacing between paragraphs is distracting. Go for clean and sharp. (NOTE: This is a great topic that would have been a great choice for the cover story.)
Dry Clean Only = Watch out for clutter. This is a great topic, but the layout is dense – and the extra line spacing between paragraphs is distracting. Go for clean and sharp. (NOTE: This is a great topic that would have been a great choice for the cover story.)
Accessorize! = Use the variety of your reader/member experiences to tell stories – in the process giving your content some personality.
Accessorize! = Use the variety of your reader/member experiences to tell stories – in the process giving your content some personality.
The New Black = Don’t underestimate your audience. Try new things all the time – like this piece of fiction – but when you do, make a big deal about it. Don’t hide it in the back of the book.
The New Black = Don’t underestimate your audience. Try new things all the time – like this piece of fiction – but when you do, make a big deal about it. Don’t hide it in the back of the book.
What it does right: Timely information on their conference, incorporates Twitter feed, personalized message from the presidentWhat it can do better: Eye doesn’t have a place to land, competing fonts/sizes, nothing here screams office assistant or showcases their importance, not all that obvious that this is a division site (gets lost in the image). Also, “Making the leap to remarkable” gets prime real estate but does anyone know what it’s about?
In red is what gets cut off w/o scrolling. This page is too long, too many columns. Treat the home page as a table of contents to move people to appropriate places. The only image is at the very bottom
What makes this a regional division? Use compelling, illustrative imageryPick a font and stick with it. Create standard styles for headlines, link colors, etc.
Timely twitter feed, but it’s nearly pushed below the fold. This is the most current info but is barely on screen!
Too many competing fonts, colors, sizes. Also, why link to hotels only? Why not link to more info on the actual meeting details?
Too many competing fonts, colors, sizes. Also, why link to hotels only? Why not link to more info on the actual meeting details?
Does this look like a place for vibrant networking? No idea what kind of conversations are going on or how to take part. Too sterile. Also, make it clear these are only accessible via login instead of clicking to find a roadblock.
Accessorize! = Use the variety of your reader/member experiences to tell stories – in the process giving your content some personality.
Consider a listing of events instead of a desolate calendar view if you don’t have a ton of meetings each month. Avoid looking like there’s not much going on!
Great job – this is timely, relevant stuff. Engaged audience is commenting, they are using appropriate hash tags. To do better – shorten those urls to be able to fit in more content
Great job – this is timely, relevant stuff. Engaged audience is commenting, they are using appropriate hash tags. To do better – shorten those urls to be able to fit in more content
Wow, this is a long Twitter handle! They’ve already used up 13 characters out of 122 in their name alone. Consider a shorter name, and one that is easier to spell (note difference between dashes and underlines between state abbreviations)
As noted earlier, if this is a critical piece of marketing, then it need to be further explained as to how it ties into the organization and the division.
Stop point – invoice, Assn Prof letter, Industry partner letter, email, magazine cover, schedule and processTOP THREE TIPSWork at tables for XX minutes, then report out