2015 Chapter Marketing Communications Review Erik Schonher Vice President

Today’s Goals Overview of Marketing General Inc. (MGI) Goal of the Review What does NARI stand for? Materials review Findings Next Steps

Marketing General – Who We Are

Proven Results with Associations Serving a Variety of Professionals

What are the Vital Signs for Associations Today? 2015 Membership Marketing Benchmarking Report  914 participating associations  Tells what is working in membership marketing  Only benchmarking research regularly conducted to determine the current best practices for the association industry  Seventh year

M any G reat I ndividuals The MGI team extends behind the scenes to about 70 staff with expertise in direct mail, online media, web marketing, , data processing, data analytics, market research, list brokerage, and copywriting. Everyone is focused on the business of membership.

Our Services Online advertising Direct mail marketing E-marketing SEO Market research Database marketing Google re- marketing Website development Data analytics Conference marketing Tele- marketing Bench- marking

MGI Membership Lifecycle™ Lifecycle PhaseGoal Awareness To acquaint potential members with an organization Recruitment To persuade prospects of the benefits of membership Engagement To encourage members to be involved and use their benefits Renewal To persuade members to stay Reinstatement To convince former members to return

Client Success When the National Business Aviation Association came to MGI in 2007 they were experiencing flat overall membership levels, unable to spur growth with their internal efforts. Over the past 7 years of membership marketing programs with MGI they have grown from around 6,000 members to over 10,000.

The American Motorcyclist Association membership is comprised of several unique segments—each with very different needs, expectations, and motivations for belonging to the organization. A one-size-fits-all communications and marketing approach had proven ineffective and AMA recognized that in order to gain traction with its members it had to start by better understanding them. Clarity for the Brand In review of the factors influencing both the organization and its members: value proposition, membership drivers, incentives/disincentives, member challenges, member perceptions, and included many other areas of inquiry. From this work we developed a more focused marketing and communications strategy and materials were developed for each rider segment. This in turn resulted in substantially improved renewal rates and more effective acquisition campaigns for each prospective audience. American Motorcyclist Association

Leading Age An organization that relies heavily upon their chapters for member acquisition, retention and delivery of member value, LeadingAge came to MGI in developing a National Association backed communications and member acquisition strategy. We started by reviewing the current go to market strategy as well as materials and research available to identify a member value proposition that can be used by all chapters and carried through the chapter marketing materials. Once done, we moved forward to the development and implementation of a regionally based lead generation and sales program to identify qualified prospects and effectively track the sales process.

Goals for this Review What does NARI really stand for? Review Chapter marketing & communications materials Based upon NARI Strategic Renewal Plan and association marketing best practices recommend opportunities to increase the effectiveness of the materials.

Methodology Employed NARI HQ Team Executive Interviews with Chapter Leaders Available marketing & research Material Review –MediaFire FTP site –Website

Considerations NARI’s success is dependent upon its ability to send, receive and share information. Importance of Chapters - essential to the success of NARI as a national organization Chapter capabilities What is being communicated How is it being communicated Does it work – Metrics – is a “Learning System” in place NARI Strategic Renewal Plan

What does NARI stand for?

Suggested “Elevator Speech” NARI is… The premier association dedicated to the professional growth and financial success of its membership. Through nationally recognized educational programs, regionally based events, networking, and effective representation with state and national legislatures, NARI members are better prepared to meet the demands of their customers and their businesses.

Material Review & Recommendations

Materials There is a general “distrust” in the quality and timeliness of the materials. Not on message or poorly written They can’t find the material If “…you find a piece that you might be able to use, it is too difficult and/or takes too much time to adapt it or figure out how to use it.” “I can more easily call other chapters and get what they use.”

Materials Align and/or create materials –Value proposition –Specific use –Channel distributed –Track-ability Increase accessibility –Online access –Catalog procedure

Next Steps Work with NARI HQ to: –Finalize elevator speech for chapters –Align and/or create materials Value proposition Specific use Channel distributed Track-ability –Increase accessibility Online access Catalog procedure

Thank You