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Session from the AENC Marketing & Communications Conference
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No Association is Switzerland
A Geo-Political Guide to Communicating Beyond Your Borders
Associations are Little Nations
Associations Have Plenty of Internal Affairs to Tend to…
• Membership needs!
• Membership growth!
• Events!
• Domestic comms
Sometimes, External Business Takes Priority
• On the attack!
• Repelling a threat!
!
“The art of letting somebody else have your way.”!
- David Frost
Strategery
Defining Victory
• What do your members want?!• What is best for the association?!• How do we win a battle without
starting a larger war?
Strategery
The Ramp-up
• Identifying the right tools
Tools
Committed Populace• Messaging!• Allies: Like-minded individuals and
groups to take up the cause!!
“He who wishes to serve his country must have not only the power to think, but the will to act.” !
- Plato!
Tools
Ambassadors
• Well-prepared members!• Information
Tools
Aggressive Action
• Advertising!• Press!• Social Media!• Events
Tools
Press
Message: From self interest to public interest!• Polls!• Internal call to action writ large!• Anticipate counter messaging!!“Know thy self, know thy enemy. A thousand battles, a thousand victories.”!
- Sun Tzu
Tools
Press
Relationships: Build them!!• Reporters/editors: Gatekeepers en
route to your goal!• Relevant reporters should be in your
contact list!• An intn’l incident should not be the
first time you talk!
Tools
Press
Cannon fodder: Useable content!• Reporters need NEWS, steady drumbeat!
• Events!• Press releases!• Studies!
• Op-eds, letters!• Committed populace, other allies!
But, press loyal only to the ‘story’!• Be bulletproof in terms of your position!
A lie gets halfway around the world before the truth has a chance to get its pants on.
- Winston Churchill
Tools
Advertising
Missile: expensive, targeted and makes a big boom!• Not in every association’s arsenal!• Very satisfying glow!
• Members!• Public awareness!
Tools
Advertising
Arsenal !• Print: Adjacent to news, attention of
influencers!• Mail: Expensive, but delivered to their
doorstep, tactile!• Online: Targeted demos, easily adjustable,
cost efficient!• Radio: Call to action; specific, engaged
demo!• TV: Prestige, memorable, budget
considerations & re-use potential
Tools
Advertising
Even a flashbang can be seen from far away!• Targeting!
• Metro targets!• I-85 echo chamber!
• Influencer targets!• Inflating a modest buy!
• Coordination with press!• Social media !
Tools
Social Media
Free, but requires someone to have their finger on the button!• A stagnant page becomes a dismissed page
by press and constituents!• Not as hard as you may think to maintain or
at least give the appearance!• Hootsuite!• Interns!
• Don’t overextend with multiple pages managed poorly!
Tools
Social Media
Battle plan!• Know your goals for posting!• Clear calls to action for members!• Making the most out of a hit!
• A study or poll can be broken into several smaller bites all worthy of an individual post
Dossier
Reframing Through PressNC Retail Merchants Association!• Tax Free Weekend!
• What the opponents said - This is going to cost the state $11m in lost revenue!
• What the association said - This is going to save the taxpayers $11m that they’ll spend elsewhere!
• Tactics!• Messaging and positioning!• Direct media relations!
Dossier
Call to Action
NC Association of Realtors!• Land transfer tax, 2007-2008!
• Mass outreach!• TV, radio, print!
• Micro-targeting!• Direct mail, chase calls, door to
door!• Call to action: Contact legislators!
• Generated 50,000 emails and calls!• 24 referenda = 100% victory
You may have to fight a battle more than once to win it.
- Margaret Thatcher
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