Property Records Industry Association

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Property Records Industry Association

• Unlocking Our Future

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Where We Are

• Grassroots efforts and personal networking have
  yielded considerable results in both clarity of
  association focus and growth in membership
• We are ready for the next stage . . .

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We need to develop and execute a Marketing Plan
to get to the next stage of sustainable growth.
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Keys to our Future Success

• A clear, succinct, message regarding who we are
  and what the value of PRIA membership is, by
  membership segment.
• A growing and sustainable membership base
• Well-defined membership segments whose needs are
  both understood and represented by our mission
  and our services
• Clearly articulated unique membership benefits
• Well-established means for ongoing communication
  with members that reinforces our work on the
  agendas set and the value of membership in PRIA

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Keys to Our Future Success

• Focused strategies for penetrating key membership
  segments
• What market leaders drive industry trends?
• How many do we have, by segment?
• Are we leveraging those who are members?
• How do we attract others?
• PRIA committees and Working Groups that attract
  membership participation

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Where We Are Weak

• A Confusing Set of Unclear Messages regarding who
  PRIA is and why we exist
• A Professional Organization focused on the needs
  of the Property Records Industry
• Formulating positions for the betterment of the
  property records industry.
• A public and private partnership working
  together to identify issues, define problems and
  develop solutions, to bring consistency to the
  property records industry.
• It is the Industry that binds us It is the
  Partnership that unites us

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Where Are We Weak

• A limited understanding (in a target marketing
  sense) of PRIA membership segments
• How do motivation and/or need for membership vary
  by sector? public/private by size large,
  medium, small by role in the public record
  chain mortgage lender vs. title company, etc.
• Do we need to define (or at least promote) PRIA
  Membership differently to reach some of these
  segments and sub-segments

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Where We Are Weak

• Can we clearly state what the unique benefits of
  PRIA Membership are? Can those benefits be
  attained without membership?
• For a large county?
• For a medium size mortgage lender?
• For a national title company?
• For a medium-size county?

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Where We Are Weak

• What is critical mass of membership (by segment?)
  Have we achieved that? When will we?
• No formal plan for recruiting members no
  strategies developed to support stated membership
  goals
• Difficulty in gaining membership committee
  participation outside a group of critical early
  PRIA members

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Weaknesses Are Resulting In

• Slow membership growth in key segments
• Membership Turnover
• Weak member committee participation
• Confusion regarding PRIA identity and mission

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What We Must Do

• Invest in a formal Marketing Plan
• Evaluate strategies outlined and invest in the
  execution of this plan to increase our rate of
  sustainable growth.

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Marketing Plan Outline

• Situation Analysis Current Situation
• What current market conditions are impacting the
  assoc./ current business environment/ trends
  influencing appeal of membership
• Key Issues
• SWOT Analysis Strengths, Weaknesses,
  Opportunities and Threats to PRIA in the
  marketplace
• Marketing Objectives
• Define Marketing Objectives for PRIA to achieve,
  including measurable membership goals

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Marketing Plan Outline

• Marketing Strategies
• Outline strategies that should be employed to
  meet articulated objectives
• Recommended Tactics
• Tactics that can/should be developed and used in
  support of strategies to meet objectives
• (e.g. Objective increase number of mortgage
  lender members by 20, at Platinum Level or above
  Strategy focus on leading national lenders by
  volume Tactic send invitation kit by mail,
  follow with personal call by relevant
  board/membership committee member)

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Marketing Plan Outline

• Budget
• Estimates of costs to execute strategies and
  tactics outlined
• Key Issues
• Outstanding issues, most likely pitfalls,
  milestones to benchmark

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Developed for the PRIA Marketing Committee

• By Margaret Curley, Consultant