Marketing Plan for Local Associations

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Marketing Plan for Local Associations
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The Marketing Process

• Marketing is a continual, ongoing process.
• Many different factors play a role in how you
  develop and implement a marketing plan.
• To develop and grow your association, you
  constantly need to reevaluate your marketing plan
  to take into account changes in your business,
  product (s), your customers (members), and the
  industry in general.

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Difference Between Advertising Marketing
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Marketing for Associations

• Association marketing is both a process and an
  attitude.
• This process/attitude can be referred to as a
  product/service concept. It involves identifying
  target markets that include members as well as
  non-members, and the public in general.

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Marketing for Associations

• RESPONSIVENESS is a key ingredient in any
  marketing plan for an association.

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Marketing a Relationship

• The fastest, cheapest, and best way to market
  your services is through your members.
• Every Member is a Marketing Person - Every member
  should know that every act is a marketing act
  upon which the associations success depends.

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EXIT SURVEY RESULTS

• Members Leave due to
• Time
• Retirement
• Lack of Professionalism at the Local Level
• pettiness, politics, no organization, rude
• Lack of Development at the Local Level
• no professional programs, too many fund
  raisers, too social, too much emphasis on charity
  

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Know Your Target Market

• Recognize who is joining your association and
  know why they join.
• Are they joining because you have a professional
  reputation within the industry.
• For the networking opportunities with other
  industry professionals career opportunities or
  for developing new markets for their business.
• Referrals by other members or the industry.

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Know Your Target Market

• People in their mid-20s through mid-30s comprise
  over 25 percent of the U.S. population, and by
  2015 they will make up the largest segment of the
  workforce.
• This generation expects to learn about solutions
  that will ease their daily job life
  responsibilities by being a member of your
  association.

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Determine which marketing approach will be the
most effective

• Direct Mail
• Electronic Mail Format
• Advertisement in Industry Publication
• Telemarketing
• Personal Phone Calls by Elected Leaders

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Direct Mail

• One of the oldest and still commonly used methods
  for marketing.
• Consist of the followings
• Postcard
• Letter
• Brochure

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Demographics Marketing

• Understanding the demographics of your membership
  could affect
• Newsletter type size content
• How you promote your message to your members
• Affinity programs offered to members
• Monthly meeting content speaker
• Host of other variables

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Gain Knowledge of how to utilize the newest
technology to create brand loyalty.

• What is Branding? Its identifying the
  organization in a unique way and creating a
  specific image in the minds of your target market
  and industry.
• Some examples of successful branding campaigns
• Coca Cola Its the Real Thing
• McDonalds You Deserve a Break Today
• Nike Just Do It

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IAIPs Tagline

• IAIP is Best Known for Providing
• Insurance Education
• Skills Enhancement
• Leadership Development

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Branding Your Association by Utilizing A Focus

• This type of branding provides several
  opportunities
• Creates an emotional attachment to the
  organization.
• Brands the organization as a caring organization.
• Provides additional adrenaline to the
  organization.
• Provides additional focus for the organization.
• Gives members and prospects another reason to
  join.
• Creates a common Pursuit Goal
• Promotes Public Awareness of the Organization

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Utilizing the Newest Technology

• Database Marketing
• Email Marketing
• Social Media

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Database Marketing

• Database marketing makes it possible for you to
  identify which members non-members are
  utilizing your services most often and the types
  of programs, products and/or services these
  members are using.
• Database marketing can play an important part in
  your associations integrated marketing mix.

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Database Marketing

• Key elements to include in your database
• Name,
• Address home/office,
• Phone,
• Fax,
• E-mail,
• Employers Name
• Job title
• Types of products, services /or meetings
  utilized by person.
• Join date (if a member)
• Number of members referred or recruited by this
  person for your association.
• Why the member joined/What they are wanting from
  the Association

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Electronic Mail (E-mail)

• E-mail is one of todays most efficient and
  cost-effective marketing tools.
• The uses of e-mail marketing are virtually
  limitless. Overall e-mail marketing has proven
  to generate better responses while being less
  expensive then many traditional direct mail
  methods.
• E-mail provides you the opportunity to
  personalize and track your e-mail marketing
  campaign at every stage of the process.

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E-mail as a Marketing Tool

• Remember you must receive permission from
  Non-Members to market electronically to them.
  Members may be marketed to for association
  programs, services and products unless they
  request not to be included.
• Never sell or provide the member or non-member
  e-mail addresses to a third party. You do not
  have permission to allow another party outside
  the association to conduct electronic marketing
  to your members without their written
  permission..

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E-mail as a Marketing Tool

• IAIP utilizes the following e-mail vehicles to
  communicate with members
• Broadcast e-mails (Convention Teasers, Important
  Announcements, Upcoming Events)
• Connections (IAIPs electronic newsletter) which
  is forwarded monthly to members and posted on the
  web site.

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E-mail as a Marketing Tool

• Through Connections e-newsletter members can
  access information using four levels of interest
  
• Scan just the headlines
• Read the at-a-glance subjects
• Survey the body of text, or
• Link to our web site for the in-depth information.

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E-mail as a Marketing Tool

• The answer to the previous questions depends upon
  your associations members and resources.

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Social Media/Websites as a Marketing Tool

• Proper marketing promotion of your web site and
  Facebook/Linkedin page includes
• Develop ideas to encourage members to visit these
  sites often.
• Example Develop a industry question/answer
  column in your monthly newsletter and/or at your
  monthly meeting and then post the answer on your
  web site and Facebook page so members learn to
  utilize them.
• Develop a Presidents Page
• Use Testimonials
• Promote a product or article of the month

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Social Media/Website as a Marketing Tool

• Positioning your site/pages for easy access by
  the various search engines requires action on
  your part.
• Proper positioning refers to linking until you
  drop to every major professional search engine
  available.

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Today the Key to any Marketing Plan is Technology

• Technology used by associations in marketing
  provides greater customer satisfaction since
  associations are able to be better, faster,
  cheaper and more reliable in their marketing
  messages.
• Remember to make technology a key part of every
  marketing plan.

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Gain Immediate Recognition with your Marketing
Materials

• An association needs to develop a consistent look
  for all marketing materials that are published
  and distributed to both members and the industry.
• A consistent look should be used on the
  following website/Facebook, newsletter,
  letterhead, envelopes, brochures, forms.

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Gain Immediate Recognition with your Marketing
Materials

• What should be included when designing a
  consistent look?
• Name of the Association (use a certain font for
  the name every time it is printed.)
• Logo of the Association (the logo should appear
  on everything published by your association)
• Mailing Address Phone number
• WebSite/Facebook link

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Gain Immediate Recognition with your Marketing
Materials

• Utilize the marketing material templates on the
  IAIP website to provide the proper message to the
  industry and prospective members.

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Discover the What - of Marketing

• Remember to promote the association brand on all
  published materials.
• Be sure to always include Detail description of
  the program or event, Bio on the speaker,

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Discover the Who of Marketing

• Determine who would most benefit from attending
  the meeting, seminar or purchasing the product
  and then direct your marketing to those
  individuals.
• Remember to always include other industry
  professionals (AAMGA, RIMS, Society of CPCU, LOMA
  members) in your marketing efforts.

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SUMMARY

• Marketing Process
• Difference between Advertising Marketing
• Learn How Associations Should Market
• Importance of the Marketing Relationship

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SUMMARY

• Key marketing strategies necessary for your
  association to succeed
• Gain knowledge of how to utilize the newest
  technologies to develop brand loyalty and greater
  market penetration for your programs.

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SUMMARY

• Learn how to utilize consistent marketing
  material that will allow your members and others
  in the industry to immediately recognize your
  registration form for an upcoming event.

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Thanks for Attending!

• Questions ?