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Why Didn't I Think of That?
Marketing Idea ExchangeDiana Mertz – American Staffing Association (ASA)
Rachael Bell – New Jersey Society of CPAs (NJSCPA)
• Trade association• Launched in May 2013• 1,600 company members• 19,000 individual members• No previous listserv functionality
or community• Microsite created for each
interest group
ASA Central
What’s in it for me?
• How can we use our community to distribute our member resources?
• How can we deliver educational webinar content to our members?
• How will another daily email affect our members?
• How can we continuously drive our members into our community?
• How can we enhance our directory in Connected Community to enhance networking?
• Stand-alone library• Populated only with ASA content• Serves as members’ only area of
website• Serves as “Learning Management
System”
ASA Resource Center
Populating ASA Resource Center Library
What did we put in our Resource Center library?• Issue papers• Best practices• Archived webinars• Archived conference recordings
How did we do it?• Custom field entries for
webinar/conference entry types• Stand-alone libraries created
with Higher Logic’s help• Moved from old LMS and use
ASA Central solely
• Daily news publication features new resources
• Archived webinars recordings are available quickly
• Webinar recording link sent to attendees
• Feature top discussion topics each week
How do we market the
resources in ASA Central?
Microsites for Sections
• Individual, state-based member association
• 15,000 members – CPAs and accounting students
• Connect launched in May 2010
New Jersey Society of CPAs
• Converted from Lyris listservs• Initially focused on committees
and interest groups• Launched Open Forum
November 2010• Launched Mobile Membership
April 2011• Launched MemberCentric
January 2013
New Jersey Society of CPAs
What content/resources are you putting on your
Connected Community site to continuously drive your
members/users to your site?
• RSS feed from daily industry news e-mail
Industry News
• All NJSCPA committee and interest group agendas, minutes and other documents are stored on Connect
• Meeting notices for in-person committee meetings are sent via Connect
All Committee Documents
• Technology• Annual Convention• Marketing• CPA/NJSCPA Issues
Themed Blogging
GROUP DISCUSSION:What content/resources are you putting on your Connected Community site to continuously drive your members/ users to your site?
What successful marketing pieces/campaigns have you used to market your community and
why were they successful?
Feature Discussion Topics
• Countdown in daily news email• Personalized mailing• Soft launch at small legal
conference
Pre-Launch Marketing
Flyer for Mobile App
• Highlights features of the app• Provides download instructions
and QR codes that go directly to the app.
Giveaway at Conferences
GROUP DISCUSSION:What successful marketing pieces/ campaigns have you used to market your community and why were they successful?
What are you doing at your
in-person events to market your community?
Rebranded our Booth
GROUP DISCUSSION:What are you doing at your in-person events to market your community?
How are you incorporating video into your Connected
Community?
Mobile App Video
• 5-minute video that walks through the mobile app
• Highlights each section• Provides download instructions
Convention Highlights Video
• Highlights annual convention • Advertised video in quarterly
member publication, ASA for You
How-to Training Videos
• Short training videos on how to use each community feature
GROUP DISCUSSION:How are you incorporating video into your community?
GROUP DISCUSSION:Do you have a marketing tip or suggestion that we haven’t covered yet?
Diana MertzSenior Manager, SectionsAmerican Staffing [email protected]@DianaTMertz
Rachael BellDigital Communications ManagerNew Jersey Society of [email protected] x220@RachaelBell
