Marketing Plan for Local Associations

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The Marketing Process

Marketing is a continual, ongoing process. Many different factors play a role in how you

develop and implement a marketing plan. To develop and grow your association, you

constantly need to reevaluate your marketing plan to take into account changes in your business, product (s), your customers (members), and the industry in general.

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Difference Between Advertising & Marketing

Advertising

Customer Support &Sales Strategies

Distribution

Marketing Research

Public Research

Product Pricing

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Marketing for Associations

Association marketing is both a process and an attitude.

This process/attitude can be referred to as a product/service concept. It involves identifying target markets that include members as well as non-members, and the public in general.

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Marketing for Associations

RESPONSIVENESS – is a key ingredient in any marketing plan for an association.

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Marketing a Relationship

The fastest, cheapest, and best way to market your services is through your members.

Every Member is a Marketing Person - Every member should know that every act is a marketing act upon which the association’s success depends.

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EXIT SURVEY RESULTS

Members Leave due to: Time Retirement Lack of Professionalism at the Local Level pettiness, politics, no organization, rude Lack of Development at the Local Level no professional programs, too many fund raisers,

too social, too much emphasis on charity

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Know Your Target Market

Recognize who is joining your association and know why they join. Are they joining because you have a professional

reputation within the industry. For the networking opportunities: with other industry

professionals; career opportunities; or for developing new markets for their business.

Referrals – by other members or the industry.

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Know Your Target Market

People in their mid-20s through mid-30s comprise over 25 percent of the U.S. population, and by 2015 they will make up the largest segment of the workforce.

This generation expects to learn about solutions that will ease their daily job & life responsibilities by being a member of your association.

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Determine which marketing approach will be the most effective Direct Mail Electronic Mail Format Advertisement in Industry Publication Telemarketing Personal Phone Calls by Elected Leaders

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Direct Mail

One of the oldest and still commonly used methods for marketing.

Consist of the followings:Postcard LetterBrochure

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Demographics & Marketing

Understanding the demographics of your membership could affect:Newsletter type size & contentHow you promote your message to your

membersAffinity programs offered to membersMonthly meeting content & speakerHost of other variables

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Gain Knowledge of how to utilize the newest technology to create brand loyalty. What is Branding? It’s identifying the

organization in a unique way and creating a specific image in the minds of your target market and industry.

Some examples of successful branding campaigns: Coca Cola – “It’s the Real Thing” McDonald’s – “You Deserve a Break Today” Nike – “Just Do It”

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IAIP’s Tagline

IAIP is Best Known for Providing:

Insurance Education

Skills Enhancement

Leadership Development

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Branding Your Association by Utilizing A Focus This type of branding provides several

opportunities: Creates an emotional attachment to the organization. Brands the organization as a caring organization. Provides additional adrenaline to the organization. Provides additional focus for the organization. Gives members and prospects another reason to join. Creates a common Pursuit & Goal Promotes Public Awareness of the Organization

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Utilizing the Newest Technology

Database Marketing

Email Marketing

Social Media

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Database Marketing

Database marketing makes it possible for you to identify which members & non-members are utilizing your services most often and the types of programs, products and/or services these members are using.

Database marketing can play an important part in your association’s integrated marketing mix.

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Database Marketing

Key elements to include in your database: Name, Address [home/office], Phone, Fax, E-mail, Employer’s Name Job title Types of products, services &/or meetings utilized by person. Join date (if a member) Number of members referred or recruited by this person for your

association. Why the member joined/What they are wanting from the Association

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Electronic Mail (E-mail)

E-mail is one of today’s most efficient and cost-effective marketing tools.

The uses of e-mail marketing are virtually limitless. Overall e-mail marketing has proven to generate better responses while being less expensive then many traditional direct mail methods.

E-mail provides you the opportunity to personalize and track your e-mail marketing campaign at every stage of the process.

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E-mail as a Marketing Tool

Remember you must receive permission from Non-Members to market electronically to them. Members may be marketed to for association programs, services and products unless they request not to be included.

Never sell or provide the member or non-member e-mail addresses to a third party. You do not have permission to allow another party outside the association to conduct electronic marketing to your members without their written permission..

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E-mail as a Marketing Tool

IAIP utilizes the following e-mail vehicles to communicate with members:Broadcast e-mails (Convention Teasers,

Important Announcements, Upcoming Events…)

Connections (IAIP’s electronic newsletter) which is forwarded monthly to members and posted on the web site.

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E-mail as a Marketing Tool

Through Connections e-newsletter members can access information using four levels of interest: Scan just the headlinesRead the at-a-glance subjectsSurvey the body of text, orLink to our web site for the in-depth

information.

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E-mail as a Marketing Tool

The answer to the previous questions depends upon your association’s members and resources.

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Social Media/Websites as a Marketing Tool Proper marketing & promotion of your web site

and Facebook/Linkedin page includes: Develop ideas to encourage members to visit

these sites often. Example: Develop a industry question/answer column in your

monthly newsletter and/or at your monthly meeting and then post the answer on your web site and Facebook page so members learn to utilize them.

Develop a President’s Page Use Testimonials Promote a product or article of the month

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Social Media/Website as a Marketing Tool Positioning your site/pages for easy

access by the various search engines requires action on your part.

Proper positioning refers to “linking until you drop” to every major professional search engine available.

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Today the Key to any Marketing Plan is Technology Technology used by associations in

marketing provides greater customer satisfaction since associations are able to be better, faster, cheaper and more reliable in their marketing messages.

Remember to make technology a key part of every marketing plan.

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Gain Immediate Recognition with your Marketing Materials

An association needs to develop a consistent look for all marketing materials that are published and distributed to both members and the industry.

A consistent look should be used on the following: website/Facebook, newsletter, letterhead, envelopes, brochures, forms.

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Gain Immediate Recognition with your Marketing Materials What should be included when designing a

consistent look? Name of the Association (use a certain font for the

name every time it is printed.) Logo of the Association (the logo should appear on

everything published by your association) Mailing Address & Phone number WebSite/Facebook link

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Gain Immediate Recognition with your Marketing Materials Utilize the marketing material templates on

the IAIP website to provide the proper message to the industry and prospective members.

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Discover the What - of Marketing

Remember to promote the association brand on all published materials.

Be sure to always include: Detail description of the program or event, Bio on the speaker,

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Discover the Who – of Marketing

Determine who would most benefit from attending the meeting, seminar or purchasing the product and then direct your marketing to those individuals.

Remember to always include other industry professionals (AAMGA, RIMS, Society of CPCU, LOMA members) in your marketing efforts.

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SUMMARY

Marketing Process Difference between Advertising &

Marketing Learn How Associations Should Market Importance of the Marketing Relationship

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SUMMARY

Key marketing strategies necessary for your association to succeed

Gain knowledge of how to utilize the newest technologies to develop brand loyalty and greater market penetration for your programs.

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SUMMARY

Learn how to utilize consistent marketing material that will allow your members and others in the industry to immediately recognize your registration form for an upcoming event.

Thanks for Attending!

Questions ?