Now more than ever, if you could increase your current member base by just 5-10%, your bottom line would improve dramatically! Think about it – every association out there has had to cut back on expenses in some form or another. For many it is reduced staffing, lower marketing budgets, elimination of travel, etc. And while all of these reductions are necessary to some degree, the real challenge or goal, is to increase membership! If you can do this, your organization will get stronger and be able to weather the ups and downs of the economy.
While the initial reaction is to cut your marketing budgets in times like this, in reality a smart and well-targeted marketing plan can reap tremendous benefits in down economies. It is critical to keep your member’s needs “top of mind.” If you do this while every other organization is cutting back, you will be the one to attract new members.
The trick to it though is to make sure you have a well thought out plan! Know your strengths and weaknesses, know your mission and vision – and most important of all, know who your prime member prospects are and what is important to them. What are their business challenges, what is changing in their markets, how can you help them grow their business? If you can bring real value to the member, then the expense of membership is minimal.
You will want to segment your efforts towards two different groups – your existing base (don’t ignore them!), and then your new prospects that fit the profile of your typical members. An Integrated Marketing Plan is key to your success. Not only do we want to make it highly targeted to the right audience, but we also need to recognize that everyone will respond to different media. E-mail marketing, mobile marketing, broadcast (both television and radio), and print each offer pros and cons – but when you include a variety of media to communicate your services, you will find a higher response rate – guaranteed!
We can assist you by first looking at your current marketing plan and then brainstorming as to what is important to keep or modify. We will help you target your audience and consult as to how to most economically reach this audience. We can then work with you to develop the creative aspect and follow through with the actual production. Finally, and most important, is to then track the results and your membership retention!
If you would like additional information on these programs, please give us a call at 815-455-0900, or through e-mail at: firstname.lastname@example.org