integrated marketing in the digital era
DESCRIPTION
Summary slides of 12 case studies from four seasoned association marketing professionals. Based on the success of last year's program, this panel of association management company marketing specialists returns with a dozen case studies highlighting integrated marketing programs for membership, meetings, public awareness, and product launches. Learn what works and what doesn’t. Explore the tools used to create, deliver and measure marketing programs. Walk away with loads of ideas you can use right away! From the 2013 ASAE annual meeting in Atlanta.TRANSCRIPT
Integrated Marketingin the Digital Era
12 Case Studies
Format:ChallengeStrategyTacticsResults
Steve DrakeEditor
SCDdaily blog
Facilitator
Laura Davis, CAE Association Management Center
Russ LemieuxKellen Company
Jeanne SheehyBostrom Corporation
Jill HronekThe Sherwood Group Inc
Presenters
Laura Davis, CAEDirector, Marketing &
Membership
What’s the WIG Idea?
• Grow • Retain• Recruit
What’s the WIG Idea?
• Four Disciplines of Execution• Magnet hospitals• Research
What’s the WIG Idea?
• Discounts• Toolkit• Contact• Sponsors• Dues
What’s the WIG Idea?
7,680 members in first 5 months
Russ Lemieux Group Vice President
Re-branding An Established Association
Challenge: Establish APEX with …
• long-time members• new stakeholders
• global industry
Messaging: APEX Rationale, Benefits
• Rapidly changing on-board PAX experience
• Airlines re-organizing • Required integration of more
elements of PAX experience (e.g., seats, F&B, AVOD)
• Need for coordination, knowledge sharing across product/service providers
Leveraging Traditional, New Media
• News & Website• Magazine• Event branding• Social Media
News & Website
Magazine
Branding
Social Media
Membership Growth – New Scope (Vendors)
Event Participation - EXPO
2010 2011 20122100
2150
2200
2250
2300
2350
2400
2450
Event Participation – TV Market
2010 2011 2012 20130
50
100
150
200
250
Revenue Trends
2010 2011 2012$2,200,000
$2,250,000
$2,300,000
$2,350,000
$2,400,000
$2,450,000
Work in Progress
• more diverse exhibit hall• airline senior management
involvement• more airline members
Jeanne Sheehy Vice President and
Chief Marketing Officer
Challenges
Changing industry Social/Mobile drivers
changing member needs
Strategic branding effort by leaders
Relevance for market and association future
Strategies Retain PIMA’s longstanding value to
current members while changing services, brand promises and value proposition for the evolving market
Integrated marketing plan Digital presence and content
marketing strategy Focus on member retention,
membership growth through new messaging and tactics, and meeting attendance and attendee profile
Increase PIMA awareness in existing and new market areas
Tactics Facilitated Branding sessions Identify new prospect profiles Integrated marketing plan to
establish all elements of the rebranding launch, resources needed and timing
Development of new logo, tag line, mission and vision statement as well as AMS and web site
Leverage volunteer thought leadership for educating members on back story of rebranding initiative
Identification of all metrics to gauge success or changes needed to plan
Results
• 2013 Annual Meeting broke every attendee record
• Web/AMS launch providing members new branded, mobile friendly site, content and enhanced profile
• Web stats increase in # of visitors, time on site and % of new visitors
• PIMA retained every member except one and added 6 new
Jill Hronek Director,
Communications
Bringing Distance Education Home
Challenge: Introduce a new distance education program to the field.
Strategy: Allocate small budget across all media/channels.
Bringing Distance Education Home
Tactics: • Email, direct mail, ads• Social media, Web• List generation• Use presenters
Bringing Distance Education Home
Results:
• Learning
• Exceeded revenue
• Expanded audience
• Decreased investment
Bringing Distance Education Home
Pause
Laura Davis, CAEDirector, Marketing &
Membership
Ahh…Tweet Success!
Reach members using Twitter
Ahh…Tweet Success!
• Take advantage of a captive audience
• Engage• Be active
Ahh…Tweet Success!
• Stickers• TweetPros• Meet and
Tweet• Hashtags
Ahh…Tweet Success!
6.1 million impressions
Russ Lemieux Group Vice President
Blowing Up & Re-Building Digital Networks
Challenge: Launch new, online, connected community…• Secure
sponsorship• Drive
participation • Encourage &
grow engagement
Strategies: Value Add & Next-Gen
• Highlight special & accessible new features to loyal Listserv participants
• Promote next-gen, innovative features to membership at large
• Promote niche capabilities to special interest groups
Deploy RCA-Connect Champions
• Board members• Industry influencers• Web demos
Annual Conference Launch
• Teaser in pre-Conf marketing• Postcard• Demo at RCA expo booth• Announcement at business meeting
Traditional & Digital Marketing
Engagement Marketing
• Hosting engagement scavenger hunt• Three month survey: “How’s it going?”
• Addressed issues in “Support Community”• Answered requests with mobile app
Key Results• 28 Communities• 688 unique logins (33% of membership)• 4,194 total logins
Jeanne Sheehy Vice President and Chief
Marketing Officer
Challenges
Reassessment of PIMA’s digital presence strategy
Content Marketing Strategy
Create/repurpose/distribute
Strategies
Integrate the goals of the marketing plan into the content strategy
Look at latest content marketing strategies and focus on a few relevant and doable for PIMA
Focus on content that explains the new brand and educates members and prospects on the new PIMA
Launch new survey and leverage the results for contributors, members and the public
Tactics
MidYear Meeting Marketing Plan building on successful strategies from the Annual Meeting
Meeting Mobile Site Produced a ‘sellable’ summary
report of both Surveys Built a calendar for planning and
tracking messages and distribution outlets for staff and volunteers
Integrated content strategy with membership growth goals and utilized key committee for membership and marketing tactics
Results
• Mobile event app• Web site on path to
nearly double web visitors in second half of 2013
• Member recruitment strategy already resulted in 3 new members
Jill Hronek Director,
Communications
Launch + Crash = Success
Challenge: Redesign/relaunch website for users who have little reason to go online!
Launch + Crash = Success?!
Strategy:• Procedures, check-ins• Training• Testing• The splash
Launch + Crash = Success
Tactics:• Data gathering/analytics• “Volunteer”
involvement• Soft launch• Social media
Launch + Crash = Success
Results:• <100 visits/day >8,000 unique
visitors• Facebook likes• Awareness• Unexpected surge
Unique Visitors = 30,665Total Visits = 47,434Total Page Views = 253,811Pages Per Visit = 5.35Avg. Visit Duration = 4:37
Pause
Laura Davis, CAEDirector, Marketing &
Membership
Products: Unpacked
Products: Unpacked
• Alternative formats• Repackage
Products: Unpacked
• Pricing Strategy• Advertise
• Facebook, LinkedIn, Direct Mail
Products: Unpacked
1500 units in first 9 months
Russ Lemieux Group Vice President
NYWICI: Communicating to Communicators
Challenge: Deliver relevant marketing and social media to members who do it for a living• New York Women in Communications members are early
adopters of new technologies and platforms, so the organization must embrace new strategies
Maintaining Relevance
• Social Media• Redesigned Website & Fresh
Branding• Outreach to Young
Professionals/Students• Matrix Awards
Social Media• Presence on all major
platforms• Leverage members’ expertise
and resources• Staff and volunteer teamwork
• Daily tweets and posts• Live tweeting events• Biweekly Twitter chats
Newly designed website
Matrix Awards
Young Professionals and Students
• Dedicated committees & programming
• Publications, social media accounts aimed at students
• Scholarship program
NYWICI Results
• Increased social media engagement– Additional 1,500 Twitter followers in past
year– NYWICI credible source; tapped as a thought
leader on women in workplace and related issues.
• Increased attendance at events• Student/Young Professionals fastest-growing
demographic
Jeanne Sheehy Vice President and Chief
Marketing Officer
Challenges
Professional Practice Analysis Study
New programs and ongoing research
Integrated communications strategy - key to success
Strategies
Integrated Marketing Plan Digital Presence Review Practitioner name change Content Strategy Develop education that results
in a higher level of care Launch new practice analysis
program
Tactics
Full digital presence review with SWOT analysis on web site
Developed LinkedIn community
Strengthened NAB positioning
Identify new target markets Enhanced content
marketing strategy for the future
Results
• Website successfully launched in May 2013
• 6K unique visitors looking at more than 3 pages per visit, spending an average of 3 ½ minutes on the site with 67% of visitors being new
• Research provider chosen• Communications strategy
underway
Jill Hronek Director,
Communications
Small Organization, Big Tweets
Challenge: How does a small organization make a presence at a BIG trade show?
Small Organization, Big Tweets
Strategy: • Leverage Twitter, BIO• Plan • Use blogs,
members
Small Organization, Big Tweets
Tactics: • Plan• Message• Real-time • Retweet• Keep it light
#AUTM #BIO2013
Small Organization, Big Tweets
Results: • AUTM highlighted at
BIO Town Hall mtg.• $$ low• Enthusiasm up• Community engaged
Questions?