FUNDAMENTALS, BEST PRACTICES AND MODELS OF MARKETING AND
COMMUNICATING ASSOCIATION PROGRAMS & SERVICES: Applying Marketing,
Membership and Communications Management and Planning Techniques in a Changing
Program, Products and Services Environment
An
association marketing and communications e-business management course for
directors, managers, and coordinators of membership, publications, education,
communications, meetings & other areas.
This mid-to senior level, ½ day, (3.5) classroom hour
course teaches an integrated approach to traditional & E-association
marketing, membership and communication processes; it discusses trends, issues,
best practices and benchmarks and explores non-dues income applications and
discounts and incentives for recruitment and retention to build quantifiable
value for the association’s dues dollar. Topics include: how marketing, membership
value and communications have changed in a recessionary and security-conscious
environment; marketing & communication analysis and product line planning
and program assessment; and web-based distance learning strategies. It
provides for TEMPLATES for application of integrated E-business /
communication / membership / marketing tools and mix for all association
products, services and programs including creating interactive,
E-business marketing, membership and communications operations. A wide variety of association case
studies, benchmarks best practices and lessons-learned applications are
used as fundamental learning tools. This
course teaches aggressive and integrated marketing and communication techniques
and, how to detect & swiftly react to changes in the association
environment for re-evaluating and revising the association electronic and traditional
marketing and communicating mix. Practical
Exercises in interactive marketing and E-association operations ensure attendees
can take back value to the association, and are used to
reinforce learning. Bring your
electronic and other promotional pieces to share best practices with brochures
and program information exchange!
Staff
who market, communicate and promote membership, publications, meetings,
sponsorships, partnerships and other products and services in traditional and
e-business environments of membership / publications /education meetings /
communications / sponsorship packages & customer service. A class workbook
is provided with the program, but attendees are urged to purchase the 2004
Marketing and Communications Guide.
Marketing
Workshop—Thursday, May 24th
Strategic Planning Workshop—Thursday, September 27th
9:00AM-12:15PM at The
National Association of Elementary School Principals,
The
latest trends and issues in marketing & communications management of
products, programs and services; using a “best practice and benchmarks”
approach, develop marketing, membership and communication tools and incentives to
build community and value. Discuss and develop the following topics: integrated association
marketing and communications decision making in an environment of change—trends
and issues; budgeting, planning, organizing, marketing and communicating
association programs and services to build value in a lean environment; E-
business / E-mail marketing & communication delivery systems, strategies
& tactics; developing strategies for creating, communicating &
delivering quantified “true value/ROI” for traditional and on-line member services
in the current and future alternative environments; exploring non-dues
income (education, publications, trade shows, etc.); and much more!
CALL OR E-MAIL FOR
NEXT CLASS DATES
TESTIMONIALS
“Identifying
key [marketing] issues and trends, ideas on recruitment and retention...tools
in the handouts…Ann Wald, Managing Dir. Membership, ULI ♦ “Taking this course rejuvenated my focus
on marketing and provided me with new and creative ideas and methods of
reaching members and prospects!—Stacey Hudson, Marketing Manager, Managed
Funds Association ♦ “New ideas for improving our marketing plan!” Chris
Brown, Mgr, Pgm Services, NALP” ♦ “…Ways to keep the association in
step with trends… discussions of identifying the value of the
association and products to the member..” Martha Edgeworth, Natural Rural
Electric Coop Assn ♦
“…marketing in the post September 11th environment…tools and
techniques”…Lisa Burch, EEI “Great
overall view…I’ve been to several training seminars and am very impressed by
the knowledge and attention shown to this subject… quantitative tools and
strategy were the most significant techniques learned…” Paige Firestone,
Account Executive, Marketing General, Inc. ♦ “…Will help our Web team
in developing and launching our new site…” Barbara Florance, VP, Gifts in
Kind International ♦“An excellent primer for associations looking to
become E-literate...provides practical E-business knowledge.” Colman
Kane, ITSA ♦ “Alerted me to potential E-marketing pitfalls; extensive
group discussion helped me learn from peer experience” GiGi Thompson,
IDSA ♦ “Attending with my boss really helped put both of us on
the same page!” Lisa Flowers,
Marketing Manager, SHRM ♦ “Helped transform my thought
processes…the practical exercises were most significant. Michelle Thompson, CUPA ♦ “This
class helped me broaden my views and come up with new ideas…” Minah
Lee, Professional Development Coordinator, IACVB ♦ “Provided concise
but comprehensive overview of the theoretical and practical marketing
operational issues…” Susan Cipollini, CUPA ♦ “…Will improve
job performance from a strategic, marketing perspective.” Tracey Brown, Dir, Marketing, NAFCU ♦
“taught me how to sell intangible products” Natalie Lago, ACA ♦
“…Excellent intro to nonprofit marketing for private sector employees
making the transition to associations and other nonprofits…” Jeff Regen,
Pres., Regen Associates ♦ “…enjoyed the marketing class…left with a
headache... This feeling suggests your words hit a nerve …” Mark
Epstein, PAI ♦ “Carey knows his stuff…gives real live case studies of
assns just like ours…” Sacha Carey, FPMA ♦ “Many new ideas to
execute...the importance of value...trends and issues of which to be
aware…” Don Holt, AHAE