widening the scope: communication programs that sell

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Research shows associations biggest communications challenges are how to combat information overload/communication clutter; clearly communicating member benefits and maintaining No. 1 share of voice in their industry. This presentation, delivered at the California Society of Association Executives 2012 Elevate conference, demonstrates how building a single brand voice that integrates content, promotion and advertising/sponsorships can address all three.


  • WIDENING THE SCOPE:Communication Programs that SellBrought to you by Naylor, LLC and the California Apartment Association, Tri-CountyCo- Presenters: Dana PlotkeJoshua Howard

  • Widening the Scope: Communication Programs that SellExplore why acquisition and/or retention must be at the foundation for every communication that touches people inside and outside the organization

    Determine the most effective uses for the range of communications tools at your disposal

    Ideas for implementing a model platform for delivers an integrated strategy

    Todays Objectives

  • What We Learned About Associations in 2011 Now is an excellent time for associations to experiment and get a leg up on their for-profit competitors.

    To remain relevant, associations must capitalize and encourage Brandividuals.

    A bunch of other stuff...Some Key Takeaways

  • Association Leaders Pleasantly Surprised by Membership Retention in 2011What was the most positive surprise for you in 2011?Source:Association AdvisereNewsand Naylor, LLC 2011-12. N=260

  • Rapid Adoption of Video. Still Trying to Figure out Social Media.Source:Association AdvisereNewsand Naylor, LLC 2011-12. N=245 Strategy/policy in place (28.6%) Still experimenting/learning (23.7%) Plan to have strategy in next 12 months (24.5%) Social media not a high priority (23.3%)

  • Rapid Adoption of Video. Still Trying to Figure out Social Media.

  • Online Video Usage in U.S.*174MILLION PEOPLEIn the United States40.9BILLION VIDEOSDecember 2011Watched23.2 hours of online video consumption per month

    43% more Americans watch online video content on an average day more than a year ago

    Comscore Feb 2012

  • Communications Staffing and Non-Dues Revenue Expected to IncreaseSource:Association AdvisereNewsand Naylor, LLC 2011-12. N=186As a percentage of your 2012 budget, what is your expectation for non-dues revenue? Increase over 2011 (40.9%)

    About the same as this year (30.6%)

    Decrease from 2011 (28.5%)

  • Communications Staffing and Non-Dues Revenue Expected to Increase

  • ELEVATE 2012 PRE SHOW RESULTSGreatest Obstacle: Lack of Resources

    Frequency of Communication: Much or Somewhat More than 3 Years Ago

    To What Extent are Your Communications Integrated?: Majority consider their program Integrated

  • Less isMore in theFuture of B2B Comm-unicationsFast Company, June 2011, Illustration by Liz Meyer

  • Operating in SilosPurpose / Content / Audience / Marketing / Advertiser BundlingWith all of the above you have decisions to be made around:

  • Integration: A Strategy that WorksInitiatives are above average with significant improvement post-integration

    Members are actually reading most of what they receive

    Integration allows you to be part of the solution, not the problemAssociation Execs Whose Communications are Integrated say:

  • What is Integration?In Other Words

    Clear. Each media product has a defined purpose, audience and frequency, with corresponding communication calendar.

    Symbiotic. Cross promotion of product and editorial repurposing.

    Sponsor and Member Friendly. Advertisers can synchronize messaging (member touches) across all media channels.

  • One media kit to promote all advertising opportunities and build value around integrated opportunities. Good visibility on website reinforces cohesiveness of entire program and increases value to advertisersWhat Integration Looks Like

  • What Integration Can Look LikeAssociation WebsiteCommunications Micro Site

  • Cross-promotion of association communicationsWhat Integration Can Look Like

  • What Integration Can Look LikeOffering advertisers ability to synchronize presence across all communications

  • Integrating Design and Content Between ChaptersWhat Integration Can Look Like

  • What Integration Can Look Like

  • What Integration Looks LikeLinkedIn GroupTwitter Identity

    Facebook Page

  • How to Fix or Improve What is BrokenFirst, Understand Where You Are TodayInternal Assessment

    Gap Analysis

    Refine Your Brand Execution


  • Gap Analysis: Case StudyChallenge: Do our goals and objectives match to members wants and needs?

    Solution: Ask the difficult questions.

    Results: Members were happy, but.Over 40% of members didnt consider them the No.1 source of industry trade information.

    Information was not easy to find or specific enough for their needs.

    Members interests were over-estimated in some areas and significantly under-estimated in others.

    The association had planned to invest the most new resources in channels that members rank lowest in terms of member value.

  • Tools for Your Tool BoxMedia Evaluation Grid

    Content/Purpose DescriptionTarget AudienceFrequency (per year)Budget RevenueWho ProducesCross Promotion Activity Magazine. FLEETSolutions serves as an industry resource for all fleet professionals. Provides universal topics. Editorial topics include: Fleet Mgmt selections, fleet graphics, mobile applications, online auctions, finding good drivers, managing vehicle registrations, outsourcing, alternative fuels etc. Also includes digital magazineMember & Non-member. Fleet Managers of corporations, organizations, and public agencies covering a wide range of manufacturing and service organizations, governments, and public service entities6X$NaylorLink in FleetFOCUS newsletter header; cross-promo ad in FleetFOCUS and Show Guide; flyers at showE-newsletter. Provides relevant & timely coverage on the issues mattering most to the industry. NAFA Members & Affiliates24X$NaylorCross-promo ad in Show GuideUser-Friendly forum designed to bring producers and the fleet community together. Locator of products for fleet community. RFP Automator. Mobile AppFleet Managers/ProfessionalsOngoing$NaylorLink in FleetFOCUS newsletter header; audience development email blasts; cross-promo ad in FLEETSolutions and 2011 Show Guide; flyers at showNAFA website is the gateway for members, affiliates and non-members to access online information about the assoc.NAFA Members & Potential MembersOngoing$NAFA. Naylor provides sales supportCross-promo ad in FLEETSolutions and Show GuideWho's Who Guide that stays on the desks of NAFA members and affiliates all year long. Info cross-referenced by name and by member name and company as well as by product/service categoryNAFA Members & Affiliates1X$NaylorCross-promo ad in FLEETSolutions and Show GuideTrade Show. Industry's largest gathering of fleet managersMember & Non-member. Fleet Managers of corporations, organizations, and public agencies covering a wide range of manufacturing and service organizations, governments, and public service entities1X$Naylor & NAFAAd in FLEETSolutions, email blastsTradeshow Microsite. Used to store show info, exhbitors, schedule, registration info etc.Member & Non-member. Exhibitors & Potential Exhibitors. Attendees & Potential AttendeesOngoing$NAFA. Naylor provides sales supportLink included on all exhibitor marketing material and email blasts

  • Tools for Your Tool BoxCommunications Calendar

    Product nameJanFebMarchAprilMayJuneJulyAugSeptOctNovDecFLEETSolutionsFleetFOCUSOnline Buyers GuideNAFA websiteMembership DirectoryNAFA Institute & ExpositionNAFA Institute & Expo websitesNAFA Institute & Expo Show Guide & Final Program

  • Tools for Your Tool BoxAdvertiser Evaluation Grid

    Advertiser NameFLEETSolutionsDirectoryNAFA Institute & Expo Show GuideFleetFOCUSOnline Buyers GuideNAFA websiteNAFA Institute & Expo websitesNAFA Institute & ExpositionTOTAL12345678910


    Facebook: FACEBOOK.COM/NAYLORLLCTwitter: @NAYLORLLCLinkedin Group: ASSOCIATION EXECUTIVE ROUNDTABLE Subscribe: www.associationadviser.com

    Think about including relevant tweets from Peter Twombly, Toby Bloomberg and other Association or media expertsRemove virtually all text and just use graphicsKeep to 15 slides!!!!****Think about how this has been negatively impacted by rapid rate of change***These are examples, but not a definititive road map. Each association is different***