REGISTER NOW FOR TRAINING ALL YEAR-LONG:

� Branding for Associations: Why it has become invaluable [FEB 8]

� Maximizing Your Public Relations and Earned Media Potential [FEB 23]

� Taking a Marketing Approach Towards Corporate Revenue Development [MAR 9]

� Social Media Marketing: Magnify your org’s online presence [APR 12]

� Social Marketing and Behaviour Change for Associations [MAY 12]

� Determining the Value of Your Sponsorships & Partnership Assets [JUNE 22]

� TBD [AUG 16]

� Membership Marketing [SEPT 27]

� Improving Your Selling Skills [OCT 20]

� Taking a Marketing Approach to Government Relations and Advocacy [NOV 10]

� Implementing and Measuring Low Cost Marketing Campaigns [DEC 6]

� Investment: Choose 1 for $95, 3 for $250, 5 for $395 or 10 for $695

www.cepsm.caAssociation-Trainingwww.actionstrategies.ca

Jim Mintz

Managing Partner

CEPSM

Bernie Colterman

Managing Partner

CEPSM

Mark Buzan

Principal &

Chief Magnifying Officer

Action Strategies

What we do

Strategic Marketing Planning

Exhibit and Event Marketing

Social Media – Online Engagement

Social Marketing

Organizational Branding

Sponsorship Valuations

Revenue Generation

Membership Development

5

Message Magnifiers for Non-Profits

Traditional and online public relations

• Social Media strategy:

• Blogging, community development and

management

• Communications plans

• Media relations

• Membership recruitment/ retention

• Stakeholder engagement

• Increasing event attendance

• Government Relations/ Lobbying

• Grassroots Advocacy strategies that:

• Integrate social media

• Mobilize and recruit members and

supporters

www.actionstrategies.ca

What we do

Marketing …Why now? Why should you care?

technology

social values

health

economics

demographics

environment

• Associations increasing

• “Do More for Less”

• Need to improve communications and services

• Change in on-line strategies and digital engagement

• Audience Relevance

• Changing revenue models

Association Challenges

a process and set of tools

wrapped in a philosophy for

helping an association do

what it wants to do.

Marketing must be Holistic

• Determining your USP

• Defining your customers / members

• Delivering compelling communications

• Effective program / service delivery

• Adding value to the customer experience

• Launching innovative programs

• Effective pricing

• Measuring results for improvement

• Recruiting and retaining members

• Increasing sponsorship & commercial partnership revenue

• Generating earned revenue & increasing uptake of your products & services

• Implementing effective marketing communications campaigns

• Enhancing your image and brand

• Measuring the performance of your organization

• Navigating your organization through difficult change management and gaining member support

If marketing is so

great why don’t

more associations

embrace it?

• Barrier of introducing "performance based culture”

• Conflict with core values

• Requires ongoing management support and time

Challenges of Introducing Marketing

into an Association

� Are you anticipating the changing landscape and developing innovative marketing strategies to move your association to the next level?

� Do you have the marketing processes, tools and techniques in place to meet the challenges you face?

You know you are a Marketing driven

organization when…

1. You don’t use terms like “general public” when referring to target audiences.

2. All marketing activities are coordinated & integrated into an overall plan.

3. You focus on results and NOT process, politics and “outputs”.

4. You do not do the same things every year i.e. programs, services, products.

5. You have a clear understanding of the needs of your target group(s).

6. Your organization’s brand has value.

7. Decision-making is based on evidence-based research, not opinions.

8. You are up-to-date with the latest communications technologies.

9. Branding is more than a visual identifier.

10. You understand your “competition” and what sets you apart.

11. You use all of the marketing mix (4 Ps) and not just promotion.

12. You believe the ultimate objective for marketing is behaviour change.

You know you are a Marketing driven

organization when…(cont’d)

Check Your Vital Signs…

If You Scored:

• 10 – 12: You have the tools, processes and culture in place to be successful and sustainable.

• 8 – 9: You are on the right path, but need to examine those areas where you are weak.

• 5 – 7: You are likely struggling and need to take a serious look at priorities and processes.

• 0 – 4: You are likely on the borderline of existence and need to start over.

Don’t Jump!

- Branding/Segmentation- Define Competition Broadly- Integrated Communications - Measurement- Strategies involve all 4 P’s- Willingness to take “reasoned risks”

- Big Picture Thinking- Strategy before Tactics

Why do new

ideas, programs

products and

services

developed by

Associations

fail?

� Idea pushed with lack of supporting evidence

� Poor organizational systems for evaluating &

implementing

� High development costs, inadequate promotion,

aggressive competitive response

� Poor market size measurement, forecasting, and research

� Poor planning, branding, positioning, segmentation and

budgeting

1. What is the association’s mission?

2. What are the target market(s)?

3. What are the key segments within

these markets?

4. What are the needs of each market

segment?

5. Who are the key clients, stakeholders,

competitors and potential partners?

6. What “business” do stakeholders/clients think the association is in?

7. How much interest or awareness does the association’s activities

generate?

8. How satisfied are the current clients and stakeholders with the

association’s output?

9. What are the major strengths or weaknesses

that could either limit or enable expansion?

10. Where are the opportunities to excel?

11. What opportunities are presented that will

enable an expanded resource base?

12. What specific steps must be taken to capitalize on

the opportunities?

13. What benefits does the association have that will allow a

different position from others in the field?

14. Are there segments “open” from competition that would allow

the association to excel*?

* Source: Successful Marketing Strategies for Nonprofit Organizations, Barry J. McLeish

1. Top-down strategic vision and outcomes that are translated into working terms at all levels

2. Client-driven approach3. Programs / services segmented and promoted by

audience4. Prioritization of activities based on need or

opportunity5. Greater linkages between internal functions6. Integrated marketing communications7. Marketing that’s focused on results8. Use of the web as an engagement tool9. Marketing training for managers and line staff10. Branding that lives up to its promise

Contact Info:

Bernie Colterman: berniecolterman@cepsm.ca

Jim Mintz: jimmintz@cepsm.ca

Mark Buzan: mark@actionstrategies.ca

Websites: CEPSM.ca / ActionStrategies.ca

Feedback: clairemills@cepsm.ca