WIDENING THE SCOPE:Communication Programs that Sell

Brought to you by Naylor, LLC and the California Apartment Association, Tri-County

Co- Presenters: Dana PlotkeJoshua Howard

Widening the Scope: Communication Programs that Sell

• Explore 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

Today’s 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 2011

What was the most positive surprise for you in 2011?

Source: Association Adviser eNews and Naylor, LLC 2011-12. N=260

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

Source: Association Adviser eNews and 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%)

Source: Association Adviser eNews and Naylor, LLC 2011-12. N=163

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

Online Video Usage in U.S.

7

174MILLION PEOPLEIn the United States

40.9BILLION VIDEOS

December 2011

Watched

23.2 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 Increase

Source: Association Adviser eNews and Naylor, LLC 2011-12. N=186

As 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 RESULTS

• Greatest 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” is“More” in theFuture of B2B Comm-unications

Fast Company, June 2011, Illustration by Liz Meyer

Operating in Silos

Purpose / Content / Audience / Marketing / Advertiser Bundling

With all of the above you have decisions to be made around:

Integration: A Strategy that Works

• Initiatives 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 problem

Association Exec’s 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 advertisers

What Integration Looks Like

What Integration Can Look Like

Association Website Communications Micro Site

Cross-promotion of association

communications

What Integration Can Look Like

What Integration Can Look LikeOffering advertisers

ability to synchronize presence across all communications

Integrating Design and Content Between Chapters

What Integration Can Look Like

What Integration Can Look Like

What Integration Looks Like

LinkedIn Group

Twitter IdentityFacebook Page

How to Fix or Improve What is Broken

First, Understand Where You Are Today

• Internal Assessment

• Gap Analysis

• Refine Your Brand Execution

• Measure

Gap Analysis: Case Study

Challenge: 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 didn’t 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 Box

Content/Purpose Description Target Audience Frequency (per year) Budget Revenue Who Produces Cross 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 magazine

Member & Non-member. Fleet Managers of corporations, organizations, and public agencies covering a wide range of manufacturing and service organizations, governments, and public service entities 6X $ Naylor

Link in FleetFOCUS newsletter header; cross-promo ad in FleetFOCUS and Show Guide; flyers at show

E-newsletter. Provides relevant & timely coverage on the issues mattering most to the industry. NAFA Members & Affiliates 24X $ Naylor Cross-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 App Fleet Managers/Professionals Ongoing $ Naylor

Link in FleetFOCUS newsletter header; audience development email blasts; cross-promo ad in FLEETSolutions and 2011 Show Guide; flyers at show

NAFA website is the gateway for members, affiliates and non-members to access online information about the assoc.

NAFA Members & Potential Members Ongoing $

NAFA. Naylor provides sales support

Cross-promo ad in FLEETSolutions and Show Guide

Who'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 category NAFA Members & Affiliates 1X $ Naylor

Cross-promo ad in FLEETSolutions and Show Guide

Trade Show. Industry's largest gathering of fleet managers

Member & Non-member. Fleet Managers of corporations, organizations, and public agencies covering a wide range of manufacturing and service organizations, governments, and public service entities 1X $ Naylor & NAFA

Ad in FLEETSolutions, email blasts

Tradeshow Microsite. Used to store show info, exhbitors, schedule, registration info etc.

Member & Non-member. Exhibitors & Potential Exhibitors. Attendees & Potential Attendees Ongoing $

NAFA. Naylor provides sales support

Link included on all exhibitor marketing material and email blasts

Media Evaluation Grid

Tools for Your Tool Box

Product name Jan Feb March April May June July Aug Sept Oct Nov Dec

FLEETSolutions

FleetFOCUS

Online Buyer’s Guide

NAFA website

Membership Directory

NAFA Institute & Exposition

NAFA Institute & Expo websites

NAFA Institute & Expo Show Guide & Final Program

Communications Calendar

Tools for Your Tool Box

Advertiser Name FLEETSolutions Directory

NAFA Institute & Expo Show Guide FleetFOCUS

Online Buyer’s Guide

NAFA website

NAFA Institute & Expo websites

NAFA Institute & Exposition TOTAL

1

2

3

4

5

6

7

8

9

10

Advertiser Evaluation Grid

CONTACT INFO:

DANA PLOTKE, MARKETING MANAGER, @danaplot

WWW.NAYLOR.COM

PHN: 352-333-3358 - DPLOTKE@NAYLOR.COM

Facebook: FACEBOOK.COM/NAYLORLLC

Twitter: @NAYLORLLC

Linkedin Group: ASSOCIATION EXECUTIVE ROUNDTABLE

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