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Marketing & Communicating to Your Members: Strategies for Growth
9:00 a.m. - 12:30 a.m.
Friday, April 7, 2006
Babson Executive Conference Center
Wellesley, Massachusetts
In every association, membership growth is the key to success. For every organization, achieving growth is the ultimate challenge. The first step is to offer the right mix of benefits to meet member needs. Then you must continually demonstrate the value of your organization to both members and non-members.
Call it Marketing, Promotion or Sales -
What it comes down to is effective communication.
Associations are changing. Members are changing. The modes of communication are changing. This seminar will provide the tools you can use for effective communication to recruit and retain members, even in these times of change.
Topics include:
Marketing to Non-Members (aka Recruitment)
- Print Communications and Response Vehicles (letters, brochures, postcards);
- Print vs. Electronic;
- Word of Mouth Marketing;
- Customizing the Message to the Audience;
- Creating a "Buzz"
Communicating With Members to Show Value and Opportunity (aka – Retention)
- Form and Frequency of Communications;
- Electronic vs. Print;
- One-to-One Communications;
- Effective Use of the Association Website.
Using Communications To Build Community
- Member to Member Communication;
- Committees;
- Special Interest Groups;
- Events;
- List Servs, Blogs, & Chat Rooms.
The presentation will also cover:
- When and how to re-evaluate and revise the association's communication mix
- How marketing and communication tools have evolved with changing demographics
- How to react swiftly to changes in the association environment
- Using communications to deliver value and return on investment
Who Should Attend:
Executive Directors, Presidents, CEOs, EVPs, and any association staff member tasked with membership communications responsibilities.
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The program will run from 9:00 a.m. - 12:30 p.m. and will include an opportunity for audience questions.
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