Between planning events, coordinating communications, fielding member inquiries, and countless other responsibilities, association professionals are often required to wear many “hats.”
And while internal staff members may excel at juggling, they also need support. That’s where marketing comes in. Although marketing is often associated with tasks like promoting events and building websites, strategic marketing can entail so much more. Marketing can serve as a partner, helping to advance organizational priorities while also addressing member needs. With the right support, associations can better engage with their members both online and offline.
At The Jakes Group, we’ve seen firsthand how marketing can transform the way associations connect with their members. We’ve compiled five ways here.
Keeping associations top of mind between in-person events
While annual conferences and events are often the key time to connect with members, how does your organization engage with them outside of those in-person opportunities?
Direct mailings and kits can be powerful tools to keep your organization top of mind. Whether it’s a resource kit filled with practical tools members can leverage, promo items that reinforce your brand identity, or a playbook focused on a key priority, meaningful mailings can extend your value well beyond email and events.
Providing seamless event management “behind the scenes”
For many associations, conferences and networking events are the biggest attractions for membership. These gatherings bring people together and establish a sense of community.
But from the initial planning stages to post-meeting follow-ups, organizational leadership and staff can be pulled in many directions. Beyond promotion, a marketing partner can also provide event support at every step.
At The Jakes Group, we have overseen session and speaker planning for clients, promo item coordination, marketing collateral development and deployment, video/photography, and more.
By freeing up association leadership and staff’s time at events, they can be more INSPIRING CONVERSATIONS present with members. Their time can be spent on making connections and building that sense of community as the behind-the-scenes nuances are left to a trusted marketing team.
Timely member communications
Members are more likely to stay with an association when they feel seen and heard. But how can you best address their needs in a timely and relevant way?
Marketing can help swiftly turn ideas into action. This could be through communication approaches like online newsletters, mailings, member spotlights, videos, and resource libraries. Providing members with tangible tools and communications addressing their most pressing priorities helps them to feel more connected and valued.
Reaching members online
In today’s fast-paced world, digital strategy involves more than maintaining a website and social media presence. With so much online “noise,” how can an organization stand out to truly connect with members?
Membership engagement online requires both consistency and authenticity. Yes, a marketing agency can do things like update a website — we do that often. But marketing can also help with sharing industry insights and news, responding to comments and requests, and continually evolving an association’s digital presence to adapt to the rapidly changing digital terrain. This helps to ensure your organization is visible and engaged where industry-relevant conversations are happening.
Building a brand that members feel proud to be a part of
Associations must show value to their members year-round. This involves strengthening your brand, so it means something to be a part of your organization. Their membership should be a badge they proudly want to share.
When approached as a long-term engagement rather than a short-term effort, marketing can help an organization build their brand presence and grow. This typically starts with understanding member behavior. Marketing can conduct research for key insights, whether it’s through surveys or analyzing website traffic to understand what is and is not resonating with both current and potential members. Marketing can also gather member testimonials and turn them into messaging for associations to leverage. Taking the time to understand your audience is a powerful way to foster connections that last while positioning your brand for growth.
At The Jakes Group, we have many years of experience assisting associations with a variety of priorities, from on-site event support to brand awareness to membership outreach and growth. Our work has included the Michigan Trucking Association, the Corrugated Polyethylene Pipe Association, the Owens Corning® Certified Energy Expert® Program, the National Insulation Contractors’ Exchange, Insulate America, the Vinyl Siding Institute, and more.
If your organization wants to connect more with members while growing your brand, then we’d love to have a conversation to see how we can help. Contact us today to learn more about all we can do for you.