Associations spend precious resources promoting their value proposition into their ecosystem. They have more promotional tools at their disposal than ever before. As the number of tools grow, so do the number of potential constituent engagement touch-points. Data to analyze also grows exponentially. But is “more” translating into “better”?
In this session, we model how a structured approach to Closed Loop Marketing & Engagement can help association professionals turn fragmented communication silos into valuable constituent engagements.
1. Promote, Engage, Analyze and Repeat
Tuesday 11 March 2014
9:00 – 10:15am
Hashtag: #ideas14 LR4
Lauren Rattican Janik
Mark Shafer
Ronald M Moen
2. The Promise
• Associations spend precious resources promoting their
value proposition into their ecosystem. They have more
promotional tools at their disposal than ever before. As
the number of tools grow, so do the number of potential
constituent engagement touch-points. Data to analyze
also grows exponentially. But is “more” translating into
“better”?
• In this session, we will model how a structured
approach to Closed Loop Marketing & Engagement can
help association professionals turn fragmented
communication silos into valuable constituent
engagements.
8. How do you ‘promote, engage, analyze’ ?
• What are you tracking?
• How do you decide what needs to be tracked?
• Do you track members’ communication preferences and
interests ?
• Any organizational taxonomy of terms/interest areas?
Opt-in and Content Tagging ?
• Are you asking members to opt in?
• Where do you track this info? Centralized or Distributed ?
• How do you analyze the data? How often
• What changes, if any, do you make based on analysis ?
17. Members invest
TIME…
they want
Self service,
and _____
Staff invest
ENERGY…
they want
To See Results,
and _____
Boards invest
RESOURCES…
they want
Return On Inv,
and _____
22. • 1,200 paid registrations at
the Annual Conference
• Increase student
membership by 7%
• Sell 250 copies of the new
book
• Upsell a related book on
35 orders
• Increase platinum level
sponsorship revenue by
$50,000
• 20% member participation
on the online community
Our
List
46. Contact Us
Lauren Rattican Janik
Director of Marketing
Personify
LJanik@personifycorp.com
Mark Shafer
Director of Marketing
The Risk Management Association
MShafer@rmahq.org
Ronald M Moen
Director of Business Development
Personify
RMoen@personifycorp.com