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The Association and Nonprofit Marketing and Communication Planning Guide A Workbook of Models, Templates and Best Practices for Creating Simple, Effective Marketing and Communication Plans for Uncertain Times Created By: Stephen C. Carey, Ph. D. , CAE President & Lead Strategist Association Management & Marketing Resources www. ammr. com 301. 530. 9066 [email protected] com
ABOUT THE AUTHOR Stephen C. Carey, Ph. D. , CAE, President and CEO of Association Management & Marketing Resources, was a former International and Regional Association CEO for 13 years and has written, published, or edited 100+ articles and several books on association strategic planning, marketing, communication, governance and management topics, including the first association marketing management textbook entitled, Marketing the Non-profit Association. He just published the 2006 Strategic Planning Guide and his Marketing and Selling to Associations in the New Millennium, was selected for an award by Association Trends. Dr. Carey was also selected as one of the 12 most influential association executives by the Washington Business Journal, and is considered to be one of the industry’s leading experts on strategic planning, restructuring associations, program assessment and marketing and communications management. Dr. Carey was selected for the 2002 and 2004 Circle of Excellence Awards from the Maryland Society of Association Executives for his quarterly Association Marketing and Communications Management courses and this textbook, through which 1000’s of association executives have been trained. He lives and works in Bethesda, Maryland. Information about AMMR can be found at www. ammr. com, and he may be reached at: [email protected] com. ABOUT THE BOOK The Association and Nonprofit Marketing and Communications Planning Guide was created as a direct result of the need for a simple, comprehensive, adjustable, easy to understand use marketing and communication planning tool for nonprofits in times as uncertain as these. After visiting with staffs of over 1000 trade associations, professional societies and other nonprofits of all sizes and budgets, and finding less than 10% with comprehensive, integrated planning tools in use, we thought it important to bring a simplified methodology that all nonprofits, large and small, could use to develop easy-to-use plans that integrate the various units of the organization. This book details mid-decade trends and issues in association management, describes the marketing and communications planning process, provides a wide variety of planning and structural templates and best practices and details the case for quantitative value delivery for associations in the future.
Planning Guide Contents GUIDE SECTION PAGE q Table of Contents……………………………………………… 2 q About the Author……………………………………………… 5 q Dedication…………………………………………………. …… 6 q Acknowledgments………………………………………………. 7 q Preface…………………………………………………. …. …. . . 8 q Introduction…………………………………………………. 10 q How To Use the Planning Guide……………………………………… 12 q 1. Integrated Marketing and Communications Trends for Associations and Nonprofits………. . 13 q 2. Key Marketing and Communications Issues Mid-Decade……………………. . 18
Planning Guide Contents, Cont’d GUIDE SECTION PAGE q 3. Definitions, Benchmarks and Best Practices of Integrated Marketing and Communication Planning…………………………………. 31 q 4. Integrating Marketing and Communications into the Fabric of the Organization—Marketing and Communications Planning Operations and Priorities …………………………… 40 q 5. Mission, Goals and Objectives for the Marketing and Communications Program……………. 50 q 6. Departmental and Product / Program / Service Line Marketing Planning…………………. 56 q 7. Information Technology and Segmentation ……………. . ……………………. . . 66 q 8. Creating and Coordinating an Integrated Marketing and Communications Structure…………………. . 72 q 9. Creating and Delivering Quantified Value for Messaging Products, Programs and Services………… 80 q Conclusion………………………………………………………. . 85
TABS: Planning Readings, Guides, Models, Templates and Examples q TAB 1 — Key Governance, Marketing and Communications Planning Trends To Address q TAB 2 — Marketing and Communications Issues to Address with the Board and Staff q TAB 3 — Sample Integrated Marketing and Communications Definitions q TAB 4 — Marketing Audit Templates and Readings q TAB 5 — Sample Goals and Objectives for the Marketing and Communications Program q TAB 6 — Sample Product, Program and Services Marketing and Communications Planning Template q TAB 7 — Information Technology, Segmentation and Psychographics Integration Templates q TAB 8 — Creating Integrated Marketing and Communications Structure, Integration and Coordination q TAB 9 — Sample Templates for Creating a Value Matrix and Product Priority Data q TAB 10—Annotated Bibliography and Ordering Information
Dedication “There once was a long-awaited polar bear shipped to a popular zoo. His habitat was not quite ready, so they put him in a very small enclosure until his home was complete. In his temporary home, he only had enough room to pace three steps in one direction, and then turn around and pace three steps back. He did this repeatedly for two weeks until his new home was ready. On the big dedication day, everyone crowded around as they placed him in his expansive new home, only to find that he confined his activity to pacing three steps up and three steps back, even though he had been given one of the largest habitats in the zoo. ”* The Association and Nonprofit Marketing and Communications Planning Guide is dedicated to Samuel S. Shapiro, CAE, association industry sage and visionary, who, long before integrated strategic marketing planning was envisioned as a tool, voiced the need for integrated marketing and communications planning as a mechanism to bring together, harness and focus the planning and operations of the association. Sam also saw the need for marketing “articulated value” in a more substantial and quantified manner, as a way to lock in the concept of value-to-dues as a means of creating members for life. Sam saw beyond the confines of polarized departmental marketing. He saw that the integration of these two concepts, integrated marketing and communications planning and creating quantifiable value, as the two cornerstones and legacy of modern association management to ensure that associations remained unique and essential providers long into the future. In short, Sam preached that we must use the entire arsenal in our marketing and communications habitat. It is with Sam’s spirit that this Planning Guide was created to help associations see clearly how they can use integrated marketing and communications practices to assist them in marketing their products and services to the next generation of members and stakeholders. *Story as told by The Rev. Dr. Stephanie Nagley, Rector, St. Luke’s Episcopal Church, Bethesda, MD
Acknowledgements The author gratefully appreciates the research, writings and contributions of the many association executives, association management consultants, societies of association executives, and hundreds of AMMR students and their associations. These individuals, associations and companies have provided data, insights, tools and techniques toward understanding and illuminating the realities of the association and nonprofit management marketplace as we know it today…and endeavor daily to discover and provide the marketing and communication vision for the association community, as we seek our realities of tomorrow. A thank you as well to Philip Kotler and Alan R. Andreasen, authors of Strategic Marketing for Nonprofit Organizations (6 th Edition) for their guidance to the nonprofit community in strategic marketing planning for over two decades. And finally, to Michael L. Rothschild, who pointed out in his 1979 landmark article in the Journal of Marketing entitled, Marketing Communications in Nonbusiness Situations; or Why It’s So Hard To Sell Brotherhood Like Soap , that marketing the nonprofit message, product or service is one of the most difficult concepts to master and execute. I have found that helping associations do this, at times, can be just as challenging! © Association Management & Marketing Resources All rights reserved. No portion of this work may be reproduced or transmitted in any form or by any means, electronic, mechanical, disk, hard drive, photocopying, audiovisual or other without in writing permits from the publisher. Excerpts for classroom permissions freely granted with permission. Call AMMR for permissions and rights at 301. 530. 9066, or E-mail at [email protected] com.
Preface The New Association Marketing and Communication World Our ability as organizations to forecast and react quickly to changing marketing and communicating forces and conditions will be the future bottom-line criteria for our survival as organizations representing members, industries and institutions. The following anonymous quote sums up the frustration at the frontier of our marketplace and sounds the call for getting serious about marketing and communicating simply, and more effectively and efficiently: “We used to provide continuing education… We did it well and it was a great benefit to members. Now everyone … provides ‘adult’ and ‘career building’ seminars. They do it cheaper and often times better… plus they are often forprofit entities. How do we compete? We provide lobbying and advocacy for the profession. But now large employers, business groups, etc. are doing the same (with often divergent agendas). Our members don’t see the conflict, and often opt out of the profession and for them. What do we do? This is compounded even further by some employers actively discouraging employees from joining our association… Many of us have for profit subsidiaries that sell goods and services. How do we compete with Amazon. com on books; insurance and banking conglomerates on products and services? We all used to have a little gravy coming in from things like credit cards, travel programs, etc. Those sources are drying up when our members can shop online and find the best price (which often isn’t ours!). Bottom line… how do we keep ourselves relevant (and solvent) in an increasingly competitive environment? …How do we clearly demonstrate our return on investment for our membership dues? ” The answer to these questions is by marketing and communication research, planning and execution. This guide attempts to address these issues in a clear and simple manner and assist association executives in this mission.
Preface Cont’d NEED FOR A SIMPLE, COMPREHENSIVE TOOL The Association and Nonprofit Marketing and Communications Planning Guide was created as a direct result of the need for a simple, comprehensive, adjustable, easy to understand use marketing and communication planning tool for nonprofits in times as uncertain as these. After visiting with staffs of over 1000 trade associations, professional societies and other nonprofits of all sizes and budgets, and finding less than 10% with comprehensive, integrated planning tools in use, we thought it important to bring a simplified methodology that all nonprofits, large and small, could use to develop easy-touse plans that integrate the various units of the organization. Some readers will have a good concept and understanding of the materials presented, while for others, it will be the first time they have been introduced to marketing and communications concepts and operations. Thus, we have deliberately chosen a Power. Point format for the Planning Guide to ensure that all explanations for every model and template are easy to understand meaningful, passing the “simplicity” test, so that all levels of staff will be able to use the materials. For staff new to marketing associations, we recommend our Marketing The Association primer available through AMMR.
Introduction The first association marketing textbook entitled Marketing the Nonprofit Association: Marketing the Functional Areas of Trade Associations and Professional Societies, sounded the call for developing an integrated marketing approach to marketing association products and services. This book indicated that associations should think of members more as customers and made the case for better marketing structures, teaching associations that promotion was a small part of marketing and not marketing itself. The Association and Nonprofit Marketing and Communications Planning Guide extrapolates the planning themes from the first book and creates a simplified but effective marketing and communications planning tool that links together the association’s programs and services and ties them to the strategic plan, budget and yearly program of work. In short, it makes you think about all the ingredients you need to consider, and lets you tailor your plan to your organization. The guide comes with models and templates used for creating a marketing and communications plan for a department, product or the entire association Also included are structural and cross-departmental team, coordinative models and templates to be used to integrate marketing and communications planning at all levels of the organization.
Introduction Cont’d Additionally, a “sneak preview” methodology and template for creating quantified value statements and value delivery vehicles are included to assist in raising the “value visibility”of the organization’s products and programs. Value quantification and delivery are examined in more detail in our next guide entitled, ROI—Defining and Delivering the True Value of Association and Nonprofit Products, Programs and Services: An Association Executive and Volunteer Guide to understanding Value Articulation and Delivery. The Planning Guide is a vital tool for ensuring the association’s product lines are clearly visible and tangible to its constituents. Planning Guide templates, as well as the guide itself, are available on CD-ROM, e-mail, mini-hard drive, diskette and other electronic formats by contacting AMMR.
How to Use the Planning Guide The Planning Guide is in the form of a workbook and is not a marketing textbook. There are nine sections to the guide, each with a corresponding TAB. The section provides a thorough explanation of the subject matter and the TAB materials reinforce the subject matter with templates, best practices, models and articles of importance. ü ü Readers should first go through the section readings and then review TAB materials. ü Use the templates to create your own customized planning tools, following the instructions in the text. We strongly recommend that you try the planning tools out by creating one or two plans for individual products or services to see the degree of effort it will take to bring up the entire organization. Then, create plans for all products and link them to each other, the strategic plan, budget and the yearly program of work. Some sections have self-examinations to assist the reader in evaluating their own association in relation to the text. Take the exams and apply learning to changing your marketing and communications environment—Remember, the board, CEO and senior staff must buy-in to the concepts presented in the guide, in order for necessary “change buy-in” to occur. Although we have placed appropriate reading materials at the TABs, we strongly recommend the annotated marketing and communications readings list at TAB 10 for all staff involved in marketing and communicating the organization. We hope that you are pleasantly surprised with the content of the workbook, and use it for all the purposes, for which it is intended. Call us anytime, at no charge, to review or determine how best to apply any of the materials presented to your organization.
Strategic Planning and Research and Marketing Workbooks Publication Order Form Purchase either the Marketing Planning Workbook or our Strategic Planning and Research Workbook and receive our “Guide to Creating Dues Structures in a Changing Environment” _____ Purchase one print or CD copy of the Association Strategic Planning and Research Guide ($119. 50) (Circle Print or CD). _____Add CDROM with print copy $68. _____ Via electronic distribution (e-mail Word Documents) with print copy add $68. _____Purchase one copy of the Association Marketing and Communications Guide ($119. 50) (Circle Print or CD. ) _____ Add CDROM with print copy $75. _____ Via electronic distribution (e-mail Word Documents) with print copy add $68. _____Purchase one copy of Marketing the Nonprofit Association: A Guide to Marketing the Functional Areas of Trade Associations and Professional Societies ($95). (Not available on CD). Additional copies [email protected] $75 = _____PACKAGE DEAL: Purchase ALL THREE publications above (Two Guides (specify print or CD) and MNPA) for a DISCOUNTED price of $295. _____PACKAGE DEAL: Purchase BOTH Guides above (Strategic Planning & Marketing Planning Guides ) for a DISCOUNTED price of $199. For BOTH the Marketing Planning Guide and Marketing the Nonprofit Association, discounted PACKAGE PRICE___$175. _____I have purchased the Marketing Planning Guide and/or the Strategic Planning Guide. Send me the Guide to Creating Dues Structures in a Changing Environment. Volunteer Leaders, Chapters Or Affiliates CD’s or E-mail Versions Of The Guides Electronic versions (CD or Electronic Downloads) available to volunteer leaders, affiliates and chapters — license fees start at $68 per copy for minimum of 10 copies for either Guide. If you order both Guides, both CDs are $68 each. Send me _______Planning Guide CDs, ______Marketing Guide CDs for my affiliates. ______Send me an e-mail download version for my volunteer leaders or affiliates. (Indicate which Guide you wish-_____Strategic Planning ____Marketing. ) Call us to confirm specifications of your volunteer leader, Chapter or Affiliate order! 24 hour service! POSTAGE — ADD SHIPPING AND HANDLING FEE: $13. 50 (for one publication), $18. 50 (for two publications), $22. 50 (for all three). (For Overnight Delivery add $40). Use your VISA/ MC/ Discover Card or Check must accompany order. CD ORDER ONLY $9. 50 (CD with Guides or books same as Guide only) NAME_____________________________ASSN/ORG_________________________ ADDRESS____________________________CITY________________STATE/ZIP________ PHONE________________FAX________________E-MAIL_______________________ Mail order form & payment to: AMMR PRESS, 5807 Grosvenor Lane, Suite 100, Bethesda, Maryland, 20814 Charge My : Visa MC Discover Card Number : _________ - _____ Exp Date: Month ____ Year ______ 3 Digit Code ____ Fax or E-Mail Credit Card Orders to: [email protected] com or 301 -530 -9076 (Fax) Questions/ Problems? Contact us at 301 -530 -9066. AMMR Order Form