ASSOCIATION MARKETING

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ASSOCIATION MARKETING

• SERVICE VS. SALES
• COO Conference
• Ottawa, Ontario
• Sept. 18, 2004

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DEFINING MARKETING

• Marketing is the process
• of developing and executing a plan
• to create and maintain relationships
• that will satisfy the organizations objectives.
  

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CORNERSTONES OF MARKETING

• 1. Publicity
• 2. Advertising
• 3. Public Relations
• 4. Sales

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TASKS OF CORNERSTONES

• 1. Publicity Inform
• 2. Advertising Entice
• 3. Public Relations Persuade
• 4. Sales Close

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RESULTS
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TYPICAL ASSOCIATION PLAN

• Marketing Were too small for that!
• 1. Publicity Occasional Press Release
• 2. Public Relations Executive Director
• 3. Advertising Little or none
• 4. Sales Answer the phone

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TYPICAL ASSOCIATION PLAN

• 4. Sales
• Get members
• Keep Members

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Average Association Marketing
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ASSOCIATION MARKETING PLAN
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STEP 1

• Define the Target Audience

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Whos the audience?

• Internal
• Members
• Board
• Staff
• External
• Prospective Members
• Policy Makers
• Public Owners
• Private Owners
• Architects/Engineers
• General Public

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STEP 2

• Investigate and analyze the needs of the target
  audience

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EXTERNAL AUDIENCE

• What do Members want/need?
• Return On Investment (ROI)
• Reliable, Personalized Services
• Cost Benefit

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EXTERNAL AUDIENCE

• What do Prospects want/need?
• Return On Investment (ROI)

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EXTERNAL AUDIENCE

• What do A/Es want/need?
• Control
• Less Grief
• More Clients
• Protection

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EXTERNAL AUDIENCE

• What do Owners want/need?
• Control
• Cost savings
• Credible Partners
• Protection

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EXTERNAL AUDIENCE

• What do Policy Makers want/need?
• Credible Information
• Unified Voice
• Protection

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STEP 3

• Define the message

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STEP 4

• Deliver the message

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USE CORNERSTONES

• 1. Publicity
• 2. Advertising
• 3. Public Relations
• 4. Sales

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STEP 5

• Measure the results

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STEP 6

• Refine the message

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MARKETING PLAN