1. a m e r i c a n m a r k e t i n g a s s o c i a t i o n Strategic Plan for the Marketing Research Council Prepared by the Marketing Research Council Spring 2006

2. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 2 Contents AMA Strategic Plan: Goals and Themes New Mission Statement Proposed Pillars of the Strategic Plan Strategic Initiatives Prioritized Appendices –Feedback from Interviews –Mission Statement Input –Meeting Notes on Goals and Initiatives –Some Feedback from Dennis –Other Notes

3. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 3 Marketing Leadership Build AMA image and reputation as marketing advocate, thought leader and valuable resource. AMA Goals Membership Growth Focus entire organization on delivering value to members and growing total membership. Financial Stability Keep association financially sound & healthy year to year.

4. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 4 Marketing Leadership Summit Knowledge Development Branded Research Marketing Excellence Recognition AMA Foundation Marketing Leadership Act Like Marketing Leader Build Leadership Brand Platform Engagement Opportunities Board Involvement CMO Strategy/Plan Engage Marketing Leaders Brand Strategy Brand Identity Brand Communication Public Relations

5. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 5 Value Delivery/ Member Satisfaction Marketing Strategy Management by Member Segment Target Market Segmentation New Capabilities/Offerings Corporate Training Marketing On Demand Progressive Learning Membership Growth

6. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 6 Marketing Research Segmentation: The Portfolio Matrix Marketing Research Skills LowIntermediateAdvanced Management Skills or Career Level Entry Level Mid Level Senior Level Executive Insights MR Conference Marketing Management Applied Research Methods MR ART JMR Advanced School of MR Marketing Research Boot Camp MRII

7. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 7 New Mission Statement a m e r i c a n m a r k e t i n g a s s o c i a t i o n

8. 8 Mission To help the AMA better meet the needs of professionals in the marketing research community

9. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 9 Proposed Pillars of the Strategic Plan a m e r i c a n m a r k e t i n g a s s o c i a t i o n

10. 10 Mission and Pillars Some parameters –The strategic plan outlined in this document is intended to serve as a guide for MR Council activities across three to five council years. –Italicized items fall outside the purview of the MR Council and therefore do not appear in the subsequent section containing the current set of proposed initiatives. –Areas of concern are noted in bold. I = no MRC role B = area of concern

11. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 11 Leadership Professional Development Community Membership Value Enhancement Mission and Pillars Mission

12. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 12 Leadership Establish the AMA as the leading professional organization in the marketing research industry MR Council Strategic Plan Pillar Goals Relationship Enhancement Enhance the value that marketing researchers derive from their AMA membership Professional Development Ensure the AMA provides content and programming that meets the needs of marketing researchers throughout their professional lifecycle Community Provide vehicles for connecting people, ideas, and information

13. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 13 Leadership Goal: Establish the AMA as the leading professional organization in the marketing research industry Existing initiatives –Identifying and disseminating leading edge tools and techniques, as well as best practices ART Executive Insights EXPLOR Awards ARM Conference tutorials –Coordinating and cooperating with other industry associations on issues that impact the profession

14. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 14 Leadership Proposed initiatives –Identifying and disseminating leading edge tools and techniques Working with the Knowledge Coalition Developing a Hot Topic series specifically targeted at the research community, and expand Training Series program for marketing research –Ensuring adherence to ethical practices Reiterate endorsement of CASRO Code, as done before marketingpower.com –On web site –In MR Council newsletter »For CASRO’s complete Code of Standards and Ethics for Survey Research, go to http://www.casro.org//codeofstandards.cfmhttp://www.casro.org//codeofstandards.cfm I = no MRC role B = area of concern

15. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 15 Leadership Proposed initiatives –Having a significant voice in standard setting for the industry Take a stand on MRA Industry Certification Develop AMA position papers on issues of vital interest –Respondent cooperation –Guidelines for online research –Confidentiality issues related to the use of databases –Etc. Distribute via web site, MR Council newsletter, and possibly Marketing News I = no MRC role B = area of concern

16. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 16 Leadership Proposed initiatives –Establish an AMA Research Expert Panel Identify industry leaders who can help the AMA establish and maintain a leadership position –Identify topics on which AMA needs to take a stance –Develop AMA’s position Consider engaging former MR Council presidents I = no MRC role B = area of concern

17. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 17 Relationship Enhancement Goal: Enhance the value that marketing researchers derive from their AMA membership Existing offerings –All publications and events –MR SIG –Marketingpower.com resources –New MRC newsletter –Chapter activities –Discounts for senior members

18. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 18 Relationship Enhancement Proposed initiatives –Provide additional information about membership benefits Continually inform members of their available benefits –General “did you know” emails including member benefits, products and services, etc. –Personalized updates and recommendations Create a web-based “preferences” profile beyond special interest selections –Encourage regular updates Conduct periodic “member needs” survey (and provide summary results to interested members) Expand the MRC newsletter to include benefits info I = no MRC role B = area of concern QH

19. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 19 Relationship Enhancement Proposed initiatives –Develop a reward/recognition system “Member since…” on badges - DONE Recognition of very senior members, e.g. via private event at conferences - Funding concerns Create programs to acknowledge special contributions by volunteers –For specific contributions –Institute a “lifetime achievement” award Recognize milestone membership anniversaries Recognize past program committee chairs at conferences – Concerns about missing some Tried unsuccessfully in the past I = no MRC role B = area of concern

20. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 20 Relationship Enhancement Proposed initiatives –Focus on new members Create mentoring program for new members –Find ways to sustain it and evolve over time –Encourage former “mentees” to become mentors Ensure new members feel welcome at events –Identify new members at new attendee events –Hold a cocktail party/breakfast for new members so they can meet each other and not feel so isolated »Use this opportunity not only to introduce the conference and provide advice on maximizing the value of the conference, but also to “sell” or “advertise” other AMA benefits to them, including where local chapters exist I = no MRC role B = area of concern QH

21. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 21 Relationship Enhancement Proposed initiatives –Control excessive solicitation of clients by suppliers Better understand whether or when this is happening, and develop a plan to address it if needed Educate suppliers on clients’ feelings about being “accosted” at meetings/events and implications of that behavior –Define the aggressive behavior –Explain that clients are backing out of conferences –Perform mini-training sessions at events to coach and guide research providers on how to maximize the value of the event Educate clients about tactics that can keep suppliers at bay. I = no MRC role B = area of concern

22. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 22 Relationship Enhancement Proposed initiatives –Control excessive solicitation of clients by suppliers (continued) Communicate to all attendees about complaints we’ve been hearing year after year… –Send letters to clients and suppliers »Clients – we recognize this is a problem… »Suppliers – clients have been complaining –Create client harassment hotline for clients to report who has been harassing them – Concerns about staffing –Test this approach at EI in 2007 I = no MRC role B = area of concern

23. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 23 Relationship Enhancement Proposed initiatives –Change marketingpower.com to ama.org The web site needs to be AMA-branded –Designate an AMA IH staff member as “Membership Relationship Manager” –Better integration with local chapters Talk to chapter leaders to solicit their ideas on things the MR Council can do to help them meet the needs of their marketing researcher communities Perhaps create a series of Marketing Research Boot Camps to focus on specific topics (like pricing research, new product research, etc.) – Concerns about coordination I = no MRC role B = area of concern

24. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 24 Professional Development Goal: –Ensure the AMA provides content and programming that meets the needs of marketing researchers throughout their professional lifecycle

25. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 25 Professional Development Existing initiatives –MR Conference –Executive Insights –ART –Marketing Research Masters –Advanced School of MR –Marketing Research Boot Camp –Applied Research Methods Conferences –Publications - JMR, MR, etc. –SIGs –MRII

26. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 26 Professional Development Proposed initiatives –Expand conference portfolio – Need elaboration –Enhance hot topic series – Need to focus on research in the training series instead (Leadership pillar) –Identify/support chapter delivery of benefits to members (see Relationship Enhancement pillar) Mentor new members Boot camps – Concerns about coordinating –Centralize marketing research resources and improve navigation of current content –Develop life stage road map for AMA programming – Already underway by headquarters I = no MRC role B = area of concern

27. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 27 Life Stage Roadmap for AMA Programming ClientSupplierAcademic Beginner Intermediate Experienced

28. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 28 Professional Development Modes Conference Central Location Training On-line Structured (e.g., Hot Topics) On-line Unstructured (e.g., SIGs) Mentor/Mentee (e.g. one-on-one) Publications

29. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 29 Professional Development Proposed initiatives (continued) –Create member centric database Track member use of AMA resources/programs/etc. Suggest alternative/additional benefits/resources –Learn from the marketing research members themselves Conduct a member survey periodically Mine customer database –Train marketing research companies on how to apply marketing best practices to running their own businesses I = no MRC role B = area of concern

30. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 30 Professional Development Proposed initiatives (continued) –Train marketing researchers on relationship management Manage client/supplier relationships Manage internal/external relationships –Train based on perspectives of various stakeholders What do managers want from staff? What do directors want from managers? What do clients want from suppliers? What do marketers want from marketing researchers? What do CEOs want from marketing researchers? What do CEOs want from marketing? I = no MRC role B = area of concern

31. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 31 Community Goal: Provide forums for connecting people, ideas, and information about marketing research Existing initiatives –MR SIG –Conferences (MR Conference, Exec Insights, ART) –Hot Topics –Marketing Research Boot Camp –Training Events (ARM) –Roundtable Discussions (at conferences and events) –Event attendee lists

32. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 32 Community Existing initiatives (continued) –New MRC newsletter –Marketing News –Marketing Research Magazine –Journal of Marketing Research –Member and Services Directory –Chapter activities

33. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 33 Community Proposed initiatives –Utilize “Event Connect” for major marketing research conferences - DONE Provide pre, post and during conference networking opportunities Attendees create personal profiles including interests –Attendees set up appointments during conference –Attendees communicate via e-mail post-conference I = no MRC role B = area of concern

34. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 34 Community Proposed initiatives –Speed “dating” for attendees and suppliers at major marketing research conferences Create more deliberate and meaningful client/supplier interactions Support attendees’ interest in potential client/supplier relationships –Supplier presentations in exhibit hall at annual marketing research conference Add value for conference exhibitors and help attendees identify supplier areas of expertise via another format I = no MRC role B = area of concern QH

35. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 35 Community Proposed initiatives –Identify, organize and distribute information about minority and women-owned marketing research suppliers Add to the capabilitites set identification as a minority and/or women-ownership Help client-side researchers identify women and minority-owned suppliers to meet diversity objectives within corporations Investigate sources/organizations, both student and professional, that target minority marketing researchers to develop resources Create an online resource link in marketingpower.com I = no MRC role B = area of concern

36. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 36 Community Proposed initiatives –Develop outreach programs that target minority marketing researchers in client and supplier organizations Increase diversity among AMA marketing researcher member segment Talk to existing minority AMA members for suggestions on best methods to identify, attract, and meet the needs of minority marketing researchers Review member application as a resource for minority information I = no MRC role B = area of concern

37. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 37 Community Proposed initiatives –Conduct research (secondary and/or primary) to gain a better understanding of the evolving marketing research community, both members and non-AMA members Identify trends Plan for future needs of people conducting marketing research –With growth in online survey research tools, what if anything can the AMA provide to meet the needs of “new” marketing researchers who may lack formal training? What new programs, formats, deliverables will be needed to meet the needs of under-30 marketing researchers? I = no MRC role B = area of concern

38. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 38 Strategic Initiatives Prioritized a m e r i c a n m a r k e t i n g a s s o c i a t i o n

39. 39 Leadership –Establish an AMA Research Expert Panel Identify industry leaders who can help the AMA establish and maintain a leadership position –Identify topics on which AMA needs to take a stance –Document knowledge on relevant topics (e.g., best practices) –Develop AMA’s position –Consider some sort of “branded series” as a vehicle Consider engaging former MR Council presidents DP DP:A “Dennis Priority” QH:A “Quick Hit”

40. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 40 Leadership –Identify and disseminate leading edge tools and techniques Working with the Knowledge Coalition Developing a Hot Topic series specifically targeted at the research community, and expand Training Series program for marketing research –Have a significant voice in standard setting for the industry Take a stand on MRA Industry Certification DP

41. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 41 Relationship Enhancement –Provide additional information about membership benefits Conduct periodic “member needs” survey (and provide summary results to interested members) Expand the MRC newsletter to include benefits info –Develop a reward/recognition system “Member since…” on badges - DONE Recognition of very senior members, e.g. via private event at conferences - Funding concerns Recognize milestone membership anniversaries QH

42. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 42 Relationship Enhancement –Focus on new members Ensure new members feel welcome at events –Identify new members at new attendee events –Hold a cocktail party/breakfast for new members so they can meet each other and not feel so isolated »Use this opportunity not only to introduce the conference and provide advice on maximizing the value of the conference, but also to “sell” or “advertise” other AMA benefits to them, including where local chapters exist and information about SIGs –Control excessive solicitation of clients by suppliers Better understand whether or when this is happening, and develop a plan to address it if needed QH

43. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 43 Relationship Enhancement –Integrate better with local chapters Talk to chapter leaders to solicit their ideas on things the MR Council can do to help them meet the needs of their marketing researcher communities

44. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 44 Professional Development –Centralize marketing research resources and improve navigation of current content –Develop life stage road map for AMA programming – Already underway by headquarters –Learn from the marketing research members themselves Conduct a member survey periodically Mine customer database DP

45. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 45 Community –Offer speed “dating” for attendees and suppliers at major marketing research conferences Create more deliberate and meaningful client/supplier interactions Support attendees’ interest in potential client/supplier relationships –Supplier presentations in exhibit hall at annual marketing research conference Add value for conference exhibitors and help attendees identify supplier areas of expertise via another format QH

46. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 46 Community –Identify, organize and distribute information about minority and women-owned marketing research suppliers Add “minority and/or women-owned” to the set of areas available for profiling companies Help client-side researchers identify women and minority-owned suppliers to meet diversity objectives within corporations Investigate sources/organizations, both student and professional, that target minority marketing researchers to develop resources Create an online resource link in marketingpower.com QH

47. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 47 Community –Conduct research (secondary and/or primary) to gain a better understanding of the evolving marketing research community, both members and non-AMA members Start by revisiting the “portfolio” study Understand why retention and acquisition are “soft” in marketing research Identify trends Plan for future needs of people conducting marketing research What new programs, formats, deliverables will be needed to meet the needs of under-30 marketing researchers? DP

48. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 48 Priorities for 2006-2007 MR Council Year 1.Develop life stage road map for AMA programming 2.Conduct research (secondary and/or primary) to gain a better understanding of the evolving marketing research community, both members and non-AMA members –Start by revisiting the “portfolio” study –Understand why retention and acquisition are “soft” in marketing research –Identify trends –Plan for future needs of people conducting marketing research

49. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 49 “Quick Hits” for 2006-2007 MR Council Year Ensure new members feel welcome at events (ES/RA/PF) –Identify new members at new attendee events –Hold an orientation session gathering for new attendees so they can meet each other and not feel so isolated Use this opportunity not only to introduce the conference and provide advice on maximizing the value of the conference, but also to “sell” or “advertise” other AMA benefits to them, including where local chapters exist and information about SIGs

50. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 50 “Quick Hits” for 2006-2007 MR Council Year Offer speed “dating” for attendees and suppliers at major marketing research conferences (RA) –Create more deliberate and meaningful client/supplier interactions –Support attendees’ interest in potential client/supplier relationships Expand the MRC newsletter to include information about benefits, chapters, and SIGs (ES/RA/PF) Survey EI attendees to better understand whether or when “attacks on clients” are happening, and develop a plan to address it if needed (RA)

51. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 51 “Quick Hits” for 2006-2007 MR Council Year Talk to PCC leadership to solicit their ideas on things the MR Council can do to help chapters meet the needs of their marketing researcher communities (ES/JT) Investigate possibility of gaining access to hotel cable channels for exhibitor presentations (PG) Start dialogue with CASRO to discuss AMA access to CASRO training (JT) Add “minority and/or women-owned” to the set of marketing services guide identifiers available for companies (PG)

52. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 52 Appendix 1: Feedback from Interviews a m e r i c a n m a r k e t i n g a s s o c i a t i o n

53. 53 Method MRC council members conducted one on one interviews with marketing research professionals. Participants were predominately research providers but included client organizations. Tenure/time industry – both mid-career and senior level people were included. Supplier representatives range from small to medium/large organizations. Client organizations spanned multiple industries.

54. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 54 Interview Questions What do you expect to get from AMA Membership? How does AMA do in terms of meeting those expectations? What would improve AMA’s delivery in these areas?

55. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 55 What do you expect to get from AMA Membership? People Knowledge and Development Leadership Communication vehicles Other

56. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 56 What do you expect to get from AMA Membership? People –Networking opportunities Knowledge and Development –Career development –Sharing of knowledge –Best practices –Education –Information on emerging trends –Information on big issues in the research industry

57. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 57 What do you expect to get from AMA Membership? Leadership –Industry leadership (points of view, advocacy) –A high level of prestige and legitimacy with membership –Opportunities to get involved and to volunteer Communication Vehicles –Website –Web casts –Conferences –Publications –SIGs (special interest groups) –News updates –Local chapters Other –Value for membership

58. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 58 How does AMA do in terms of meeting those expectations? Strengths –Networking Networking overall Local networking with marketers (not marketing researchers) –Chapters –Conferences Executive Insights ART Forum

59. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 59 How does AMA do in terms of meeting those expectations? Strengths (continued) –Knowledge and Information Sharing Website for conference information Big industry issues and trends Information about different areas of marketing Job board on website AMA book catalogs –Marketing Research (quarterly publication) –Web casts –Reasonable costs

60. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 60 How does AMA do in terms of meeting those expectations? Weaknesses –Conferences Need better diversity of attendees – suppliers/clients Speakers who are too commercial Speakers who do not give enough practical tips Overall quality of content in conference presentations Not enough coverage on future trends MR SIG is dead (as of fall 2005)

61. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 61 How does AMA do in terms of meeting those expectations? Weaknesses –Publication A perception that there is little mention of marketing research in Marketing News Quality of Marketing News –Vulnerability to competition, especially IIR –Widespread perception that marketingpower.com does not meet member expectations Poor searching capability Hard to navigate Improvements have allegedly been made, but users still consider the site to be poor

62. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 62 What would improve AMA’s delivery in these areas? Leadership –Take a stronger stance on the future of the marketing research industry “It would be great if the AMA took a stronger stance related to the future of the MR industry. There seems to be an increased emphasis on marketing and not marketing research. The MRA has really focused its efforts on the future of the industry. It would be ideal if AMA helped to support that focus.” –Be an advocate of the industry, not specific companies or individuals –Define the purpose of chapters better in terms of marketing research professionals –Increase inter-chapter communication

63. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 63 Membership and Relationship Management –Better balance of suppliers and clients –Offer group pricing for companies –Pay more attention to members, especially long- standing AMA members “There is little incentive to participate in conferences, speak at conferences or to serve in another capacity. There is no incentive, no reward, no recognition for being a part of the AMA.” “Focus more on the member and less on selling the AMA and its services.” –Conduct conference calls with members on hot topics –Be more even-handed in treatment of suppliers versus clients –More customer focus on sponsors and advertisers –Be more selective in emails distributed What would improve AMA’s delivery in these areas?

64. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 64 Online Information Resource –Provide more online seminars –Refresh online reference material more often –Improve searching utility online –Offer conference materials online to non-attendees Knowledge and Development –Create local MR SIGs –Support international networking, knowledge development, and dissemination –Create a network of people from large companies to share best practices (a la the Executive Board) What would improve AMA’s delivery in these areas?

65. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 65 Conferences –Ensure less exhibitor redundancy at events –Offer more local conferences –Get more people to the conferences –Find ways to encourage match-making at conferences –Offer more content on industry trends What would improve AMA’s delivery in these areas?

66. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 66 Appendix 2: Mission Statement Input a m e r i c a n m a r k e t i n g a s s o c i a t i o n

67. 67 Idea #1 Marketing Research Council Mission: To ensure that the AMA meets or exceeds the dynamic needs of its members in the marketing research industry

68. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 68 Idea #1 – Wordsmithed Marketing Research Council Mission: To help the AMA meet the needs of people whose role requires them to use, design and/or deliver marketing research information and insights. Marketing Research Council Mission: To help the AMA meet the needs of people in the marketing research industry To help the AMA meet the needs of people in the marketing research profession Marketing Research Council Mission: To help the AMA meet the needs of people and organizations engaged in the marketing research profession

69. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 69 Idea #1 Marketing Research Council Mission: To help research oriented people and organization to get the most out of the Marketing profession

70. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 70 Idea #2 To represent the needs, interests and concerns of AMA members whose professional roles require them to use, design and/or deliver marketing research information and insights. In this capacity, the Marketing Research Council helps guide the development and delivery of programs and services for all AMA marketing research constituents.

71. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 71 Idea #2 Wordsmithed To represent and recommend action to the AMA on the needs, interests and concerns of people whose professional roles require them to use, design and/or deliver marketing research information and insights. In this capacity, the Marketing Research Council helps guide the development and delivery of programs and services for all AMA marketing research constituents.

72. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 72 Idea #3 The Market Research Council of the AMA is the body that is responsible for advocating on behalf of AMA members who are interested in market research. The council’s responsibilities include: –Understanding the needs of the market research members of the AMA. –Oversight of ongoing products and services offered by AMA that are targeted to market research professionals (conferences, webinars, publications, etc.). Oversight includes providing strategic direction for these offerings and insuring proper leadership of them –Providing leadership for new activities and programs that meet unmet needs of our constituency. –Advocate for market research’s “fair share” of the AMA budget and attention –Providing input to AMA management concerning the strategy and tactics –Insuring that AMA’s voice is heard in key industry associations and on key industry issues related to market research

73. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 73 Idea #4 To support the personal and career development of AMA research members and to promote the advancement of ethical research practices in support of marketing. In addition, the AMA Research Division should help to create opportunities for the research industry to develop and grow.

74. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 74 Idea #5 The Marketing Research Council serves the AMA marketing research community by translating member needs into relevant content and programming

75. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 75 Common Threads Understand the needs of Marketing Research Community Advocate for/represent those needs Use member needs as a guide to advising AMA on content and programming Support development of Marketing Research Community

76. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 76 Sample Mission Statements Disney –"To make people happy" Boeing –"To push the leading edge of aviation, taking huge challenges doing what others cannot do” 3M –"To solve unsolved problems innovatively" Source: How-To.com

77. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 77 What is a Mission Statement? A mission statement is a written, easy-to- remember sentence, short list of bullet points, or paragraph illustrating a business' goals and purpose. It has one common function: to guide you and your employees in making critical decisions that effect the direction of your company. A mission statement identifies your company to its customers, vendors, the media and others that will be using or requiring its services or products. It is about providing solutions and adding value to your customers and market. Source: How-To.com

78. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 78 AMA’s New Mission The American Marketing Association is a professional association for individuals and organizations involved in the practice, teaching and study of marketing worldwide. Our principal roles are: –Improving - Advancing marketing practice and thought leadership. –Promoting – Being an advocate for marketing and promoting its importance, efficacy and ethics. –Supporting - Being an essential resource for marketing information, education/ training, and relationships.

79. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 79 Creating a Mission Statement Pick one central theme Communicate with action Focus on a few key attributes of your service Don’t rush the process Source: How-To.com

80. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 80 Key Points to Include: Key statements that can be used to build a mission statement are: –Statement of purpose –Statement of strategy –Statement of value –Statement of behavioral standards –Statement of character

81. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 81 Another Perspective An entity's mission statements seem to include some or all of the following elements: –A definition of the business they're in –The markets they serve, and –The principles or beliefs you pledge to adhere to with regard to your customers and employees. Source: The Business Review

82. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 82 Appendix 3: Scottsdale Meeting Notes on Goals and Initiatives a m e r i c a n m a r k e t i n g a s s o c i a t i o n

83. 83 Leadership Goal –Improving the status MR, enterprise-wide –Building the AMA to be an advocate for Marketing Research –Advance the MR industry/profession by: Leading edge tools and techniques Ensuring ethical practices are adhered to –Having a significant voice in standard setting for the industry –Being at the forefront of identifying and disseminating best practices for the MR profession –Integrating MR and Marketing practices

84. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 84 Leadership Goals –To be the leading voice of the MR profession –Advancing the MR profession –Ensuring the relevance of the MR industry in business decision process –Advancing the relevance of the MR profession in business decision process –Increasing the strategic relevance of the MR profession in enterprise-wide decision making –Identifying knowledge gaps –Bring to the research community the need to address new unmet needs –Being at the forefront of the MR profession by identifying, disseminating and promoting best practices –Advocating for the MR profession –Thought leadership

85. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 85 Leadership Example initiatives –Identifying and disseminating leading edge tools and techniques ART Working with the Knowledge Coalition Developing a Hot Topic series EXPLOR Awards Tutorial development –Ensuring adherence to ethical practices –Having a significant voice in standard setting for the industry Industry Certification POV on respondent cooperation, online guidelines, confidentiality issues around the use of databases –Identify industry leaders who can help the AMA establish and maintain a leadership position – Expert Panel Identify topics on which AMA needs to take a stance –Coordinating and cooperating with other industry associations on issues that impact the profession

86. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 86 Relationship Management Goal –Enhance the value that Marketing Researchers derive from their AMA membership throughout their professional lifecycle

87. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 87 Relationship Management Examples of initiatives –Continually inform them of their membership benefits –Develop a reward/recognition system Member since…on badges Recognition of very senior members –more than 25 years –Recommend was to reward senior members –Recommend programs that acknowledge the contributions of volunteers Make sure it is coordinated with the Chapter –Create mentoring program for new members –Institute an annual member needs survey –Ensure new members feel welcome at events Identify first time attendees or new members at events Hold a cocktail party/breakfast for new members so they can meet each other and not feel so isolated –Help the Chapters Reach SIGs Develop programs

88. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 88 Relationship Management Examples of initiatives –Control excessive solicitation of clients by suppliers Educate suppliers about clients’ feelings about being accosted at meetings/events and implications of that behavior –Define the aggressive behavior –Explain that clients are backing out of coming to the conference Educate clients about tactics that can keep the hounds at bay… Develop a way of tracking whether this is happening Communicate to all attendees about complaints we’ve been hearing year after year… –Send letters to clients and suppliers –Clients – we recognize this is a problem… –Suppliers – clients have been complaining –Create client harassment hotline – so clients can say who has been harassing them –Try it first at EI – next year

89. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 89 Professional Development Goal –Identify present and future development needs of MR professionals –Provide content and programming that meets the professional life cycle needs of Marketing Researchers

90. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 90 Professional Development Examples –Conferences –Hot topics –Identify ways we can help chapters deliver benefits to their research constituents Coordinate with their councils Mentoring of new members Boot camps –On demand training and resources Build an Marketing Research web page – –a navigation aid rather than creating new materials –Centralize resources –Work with existing online management team to identify research focused content that exists –Develop a road map for AMA programming to attend at a various stages in members’ professional lifecycle

91. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 91 Professional Development Examples –Create a member centric database to track the programs each member has attended (accessible by members) Based on this information, show/recommend to members what they might like to attend next Make people aware of other courses from other associations –Training Marketing Researchers how to market their organization/association? –Train Marketing Researchers how to manage client relationships (both supplier and client-side)

92. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 92 Professional Development Examples –All tutorial programs –Training series –Schools –Publications

93. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 93 Community Goal –Fostering an exchange of ideas, best practices, learning, business cards, resumes, resources –Fostering a community of research professionals for the exchange of ideas, information and personal contacts –Provide forums for connecting people, ideas, and information

94. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 94 Community Examples SIGs Event Connect Round tables Speed dating Conferences Directories Attendee lists Evaluate the future of diverse research community Find ways to involve Hispanic and African American Marketing Researchers –Are there professional or student organizations for these groups? –How can we reach out to them –Impact on procurement based RFP processes

95. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 95 Appendix 4: Some Feedback from Dennis a m e r i c a n m a r k e t i n g a s s o c i a t i o n

96. 96 Overall Feedback from Dennis Expressed appreciation for the hard work and good ideas. The proposed plan seems to fit well overall with the AMA’s new strategic plan. The feedback received from marketing research professionals was not constrained (and really could not have been constrained) to areas within the responsibility of the MR Council. Accordingly, some of the proposed initiatives are received as feedback as opposed to recommendations.

97. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 97 Specific Feedback from Dennis Slightly modify the mission statement (using the terms “better meet the needs” and “marketing research community” within the proposed statement). Rename one of the four strategic pillars, specifically the pillar entitled “Relationship Management.” –Member value enhancement (could imply value of member to the AMA) –Membership value enhancement (suggests delivery of value to members; this term is used in the remainder of this document)

98. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 98 Specific Feedback from Dennis Merge the goals associated with the Professional Development pillar –New wording: Ensure the AMA provides content and programming that meets the needs of marketing researchers Modify the wording of the Community pillar (replace “forums” with “venues”) The next sections of this document incorporate the feedback from Dennis.

99. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 99 Appendix 5: Other Notes a m e r i c a n m a r k e t i n g a s s o c i a t i o n

100. 100 Pillar Teams/Notes Leadership –Rob Arnett –Pat Crane Relationship Management –Jamie Baker-Prewitt –Pete Fader Professional Development –Chris Everett –Jeff Hunter Community –Beth Shriver –Joan Treistman We will consider adding the Market Research Masters Consortium to the Portfolio Matrix (see slide 6).

101. a m e r i c a n m a r k e t i n g a s s o c i a t i o n 101 Life Stage Roadmap for AMA Programming (Example, Organized by Mode) ClientSupplierAcademic Beginner Conference – MR Conf. Central Location Training - ? On-line Hot Topics - ? SIG’s - ? Publications - ? Intermediate Experienced