ASSOCIATION MARKETING ON A BUDGET

Presented by Debbie Bradley

@zadroagency

#ACE18

ACE 2018 – Ignite Your Thinking

May 2018

ZADRO: ASSOCIATION COMMUNICATION SPECIALISTS

WHAT DO I WANT YOU TO TAKE-AWAY?

✓ How to create powerful

messages that will engage with

your audience

✓ Understand what integrated

marketing is and how to do it

✓ See real examples of membership

marketing that worked

✓ Practical tips to strengthen

marketing activities across your

website, email marketing and

social media3 Zadro University - Digital, Social & Design

SUCCESSFUL MARKETING IS LIKE BAKING A CAKE

4 Zadro University - Digital, Social & Design

✓ You need the right ingredients –

audience understanding, a strong

message and content

✓ A recipe is a good idea to follow –

have a plan

✓ A chef – the people with the right

skills

✓ Cooking equipment – the marketing

tools / channels to make it happen

✓ The final result – a perfectly, multi-

layered treat your audience will

want to bite your hand off for!

YOUR WINNING INGREDIENTS: AUDIENCE FIRST

Through a deep

understanding of our

audiences, their similarities

and needs, we can

successfully create

messages and content that

will engage them through

our marketing activities.

Audience Message Content Channel

YOUR WINNING INGREDIENTS: AUDIENCE FIRST

Build member profiles: Who are your members? What do the like / dislike? How old are

they? What do they want from you? How do they find you? What does their member

journey look like? Can you break your audience into distinct categories or groups?

Understand their needs: Why do they come to you? What do they want? How do they

want to feel when they attend your events? Do they join to meet people, for their career,

to be represented with Government?

Now you can create a message and content that is focused on the audience.

YOUR WINNING INGREDIENTS: AUDIENCE FIRST

How do I find out what my members want?

✓ Do a member survey – (Survey Monkey)

✓ Survey them in person – at events

✓ Call 20 of your most recent members

who signed up and ask them why they did,

how they found out about you and what

attracted them to your organisation

✓ Call 20 of the longest standing members

and ask the same questions

Practical tip: Segment your members into

profile groups - students / early career

members / mid-career / veterans – in each

group write down: 1. who they are and 2. what

they need from you. This is your new guide

for content and message development.

YOUR NEXT INGREDIENT: KEY MESSAGES

8 Zadro University - Marketing & Communications

You need to focus on the value of what you

do – every time you communicate!

• Outcome focused language

• What is the benefit of what you are doing for your audience?

• What will they get out of it?

• Why should they buy it?

• Then you CAN include your call to action – become a

member now!

NOT what you will buy? Why you will buy it!

Renew your membership – why?

Come to our conference – why?

Join our association – why?

Sign-up for our newsletter – why?

MESSAGE: BRAND

Your brand is more than a logo – especially in

an industry of acronyms!

Who are you? What do you do? Why should I engage?

YOUR NEXT INGREDIENT: CONTENT

REDUCE

the amount of work

RECYCLE

Existing content

across all channels

REUSE

and adapt content

over time

WHAT TYPES OF CONTENT CAN YOU ACCESS?

News

Association Updates

Articles

Member Focused

Events

Updates / Calendar

Industry News

What’s NewCase Studies

Member Testimonials

Award Winners Staff Updates

Conference Speakers,

Sponsors and Topics

President & Board Updates

Create a content calendar with key dates for your Association! Have a plan.

NOW YOU HAVE THE RIGHT INGREDIENTS: BAKE!

Audience Message Content Channel

Only with the right ingredients

will your cake be successful!

This is why marketing channels

are last and the ‘sweetness’ to

your marketing - is not lots of $

budget - it is understanding and

planning!

INTEGRATED: HOW DO WE DO IT?

Website

• News Story / Testimonials

Signature Tags

Email Marketing

• Launch / Reminders

Social Media

• Renew & Join

Journal

• Adverts & Articles

Direct Mail

• Flyers / Letter

Message

Audience

Content

Plan

12 week plan – measure and revise

Creative

AUSAE RENEWALS CASE STUDY

Website Signature Tags Email Marketing

Social Media Direct Mail

AUSAE RENEWALS CASE STUDY

WEBSITE ESSENTIALS

• Navigation is simple and

audience focused

• Tagline is outcome focused

• Mission is clear / Audience is

defined

• Strong and consistent brand

identity

• They tell members why to join

• Current news

• Events snapshot

• Social integration

TOP TIPS FOR YOUR WEBSITE

• Make sure its mobile friendly

• SEO and brand friendly URL

• Brand consistency

• Use an open source free website template like

Wordpress – integrate with your existing database

provider

• Keep it simple – don’t complicate your web navigation

• Tell your story – your value proposition

• Share your knowledge freely - BLOG

• Respond to enquiries through your site – be timely

• Update your site regularly and be visual - news

• Add your social links

• Add an email newsletter sign-up widget

EMAIL MARKETING• Have a content plan, schedule

and calendar to work off

• Design a template

• Make them branded, visual and

copy based

• Segment your newsletters by

topic, service and audience –

Association News, Training &

Events & Conferences

• Don’t make them too long

• Reuse content and drive traffic

to your website

• Include your social

• Test the subject lines

• Measure and cleanse your

database

SOCIAL SITES EXPLAINED

(with donuts)

Reference: http://maximagroup.ae

MAXIMA GROUP

TOP TIPS FOR SOCIAL MEDIA

• Post regular content – be active

• Engage – follow, like and connect

• Be responsive – engage in conversations

with your customers and audience

• Add pictures, video, photos, website links

and words to your posts

• Be consistent – brand, message, look and

feel

• Pre-schedule content – with tools like

Hootsuite

• Share content from media, industry bodies,

other practitioners to create a wider

audience reach

• Be LIVE – social is all about the here and

now

SOCIAL: BE CONSISTENT BUT DIFFERENT

iNSTAGRAM FACEBOOK TWITTER

FACEBOOK & ADVERTISING

• Facebook Advertising is now absolutely

essential to access your audiences (existing

and new)

• Consistently pay for advertising over a

month – say $100

• You can target specific audiences based

on their location, interests and hobbies

• It is cost effective and not expensive per click

– cheaper than Google AdWords

• Pay to boost content posts, and pay for

different advertising positions

• Content that works includes – Video,

Imagery, Your News and Updates,

promotions and sharing external news links

• Hashtags – not great on Facebook and

multiple is for personal use

• Post 3-4 times per week and mix up your

content – Facebook likes variety and will rank

you based on engagement

• Add photo albums – of your team, your clients

and any events or training you attend

• Create a branded cover picture – use this to

promote your promotions, renewals, brand

message

LET’S SLICE THAT CAKE AND CELEBRATE

Audience

Message

Content

Plan

Integrate: Channel

Give yourself a BIG pat

on the back for getting

all that marketing done!

SKILL UP, STEP UP, OR MOVE UP IN COMMUNICATIONS

COME AND TALK TO US ABOUT ZU ON BOOTH 45

DROP YOUR BUSINESS CARD AND WIN

DON’T FORGET YOUR DIGITAL BUSINESS CARD

THANK YOU!

Facebook / @zadroagency

Twitter / @zadroagency

Instagram / @zadro_agency

LinkedIn – Debbie Bradley

02 9212 786

1/91 Reservoir Street

Surry Hills NSW 2010

zadroagency.com.au

Felicity ZadroManaging Director

+61 0404 009 384

felicity@zadroagency.com.au

Debbie BradleyGroup Account Director

+61 0420 761 189

debbie@zadroagency.com.au

Elizabeth WilliamsGroup Account Director

+61 0411 201 354

elizabeth@zadroagency.com.au