Integrated Marketing in the Digital Era

Integrated Marketingin the Digital Era

12 Case Studies

Format:ChallengeStrategyTacticsResults

Steve DrakeEditor

SCDdaily blog

Facilitator

Laura Davis, CAE Association Management Center

Russ LemieuxKellen Company

Jeanne SheehyBostrom Corporation

Jill HronekThe Sherwood Group Inc

Presenters

Laura Davis, CAEDirector, Marketing &

Membership

What’s the WIG Idea?

• Grow • Retain• Recruit

What’s the WIG Idea?

• Four Disciplines of Execution• Magnet hospitals• Research

What’s the WIG Idea?

• Discounts• Toolkit• Contact• Sponsors• Dues

What’s the WIG Idea?

7,680 members in first 5 months

Russ Lemieux Group Vice President

Re-branding An Established Association

Challenge: Establish APEX with …

• long-time members• new stakeholders

• global industry

Messaging: APEX Rationale, Benefits

• Rapidly changing on-board PAX experience

• Airlines re-organizing • Required integration of more

elements of PAX experience (e.g., seats, F&B, AVOD)

• Need for coordination, knowledge sharing across product/service providers

Leveraging Traditional, New Media

• News & Website• Magazine• Event branding• Social Media

News & Website

Magazine

Branding

Social Media

Membership Growth – New Scope (Vendors)

Event Participation - EXPO

2010 2011 20122100

2150

2200

2250

2300

2350

2400

2450

Event Participation – TV Market

2010 2011 2012 20130

50

100

150

200

250

Revenue Trends

2010 2011 2012$2,200,000

$2,250,000

$2,300,000

$2,350,000

$2,400,000

$2,450,000

Work in Progress

• more diverse exhibit hall• airline senior management

involvement• more airline members

Jeanne Sheehy Vice President and

Chief Marketing Officer

Challenges

Changing industry Social/Mobile drivers

changing member needs

Strategic branding effort by leaders

Relevance for market and association future

Strategies Retain PIMA’s longstanding value to

current members while changing services, brand promises and value proposition for the evolving market

Integrated marketing plan Digital presence and content

marketing strategy Focus on member retention,

membership growth through new messaging and tactics, and meeting attendance and attendee profile

Increase PIMA awareness in existing and new market areas

Tactics Facilitated Branding sessions Identify new prospect profiles Integrated marketing plan to

establish all elements of the rebranding launch, resources needed and timing

Development of new logo, tag line, mission and vision statement as well as AMS and web site

Leverage volunteer thought leadership for educating members on back story of rebranding initiative

Identification of all metrics to gauge success or changes needed to plan

Results

• 2013 Annual Meeting broke every attendee record

• Web/AMS launch providing members new branded, mobile friendly site, content and enhanced profile

• Web stats increase in # of visitors, time on site and % of new visitors

• PIMA retained every member except one and added 6 new

Jill Hronek Director,

Communications

Bringing Distance Education Home

Challenge: Introduce a new distance education program to the field.

Strategy: Allocate small budget across all media/channels.

Bringing Distance Education Home

Tactics: • Email, direct mail, ads• Social media, Web• List generation• Use presenters

Bringing Distance Education Home

Results:

• Learning

• Exceeded revenue

• Expanded audience

• Decreased investment

Bringing Distance Education Home

Pause

Laura Davis, CAEDirector, Marketing &

Membership

Ahh…Tweet Success!

Reach members using Twitter

Ahh…Tweet Success!

• Take advantage of a captive audience

• Engage• Be active

Ahh…Tweet Success!

• Stickers• TweetPros• Meet and

Tweet• Hashtags

Ahh…Tweet Success!

6.1 million impressions

Russ Lemieux Group Vice President

Blowing Up & Re-Building Digital Networks

Challenge: Launch new, online, connected community…• Secure

sponsorship• Drive

participation • Encourage &

grow engagement

Strategies: Value Add & Next-Gen

• Highlight special & accessible new features to loyal Listserv participants

• Promote next-gen, innovative features to membership at large

• Promote niche capabilities to special interest groups

Deploy RCA-Connect Champions

• Board members• Industry influencers• Web demos

Annual Conference Launch

• Teaser in pre-Conf marketing• Postcard• Demo at RCA expo booth• Announcement at business meeting

Traditional & Digital Marketing

Engagement Marketing

• Hosting engagement scavenger hunt• Three month survey: “How’s it going?”

• Addressed issues in “Support Community”• Answered requests with mobile app

Key Results• 28 Communities• 688 unique logins (33% of membership)• 4,194 total logins

Jeanne Sheehy Vice President and Chief

Marketing Officer

Challenges

Reassessment of PIMA’s digital presence strategy

Content Marketing Strategy

Create/repurpose/distribute

Strategies

Integrate the goals of the marketing plan into the content strategy

Look at latest content marketing strategies and focus on a few relevant and doable for PIMA

Focus on content that explains the new brand and educates members and prospects on the new PIMA

Launch new survey and leverage the results for contributors, members and the public

Tactics

MidYear Meeting Marketing Plan building on successful strategies from the Annual Meeting

Meeting Mobile Site Produced a ‘sellable’ summary

report of both Surveys Built a calendar for planning and

tracking messages and distribution outlets for staff and volunteers

Integrated content strategy with membership growth goals and utilized key committee for membership and marketing tactics

Results

• Mobile event app• Web site on path to

nearly double web visitors in second half of 2013

• Member recruitment strategy already resulted in 3 new members

Jill Hronek Director,

Communications

Launch + Crash = Success

Challenge: Redesign/relaunch website for users who have little reason to go online!

Launch + Crash = Success?!

Strategy:• Procedures, check-ins• Training• Testing• The splash

Launch + Crash = Success

Tactics:• Data gathering/analytics• “Volunteer”

involvement• Soft launch• Social media

Launch + Crash = Success

Results:• <100 visits/day >8,000 unique

visitors• Facebook likes• Awareness• Unexpected surge

Unique Visitors = 30,665Total Visits = 47,434Total Page Views = 253,811Pages Per Visit = 5.35Avg. Visit Duration = 4:37

Pause

Laura Davis, CAEDirector, Marketing &

Membership

Products: Unpacked

Products: Unpacked

• Alternative formats• Repackage

Products: Unpacked

• Pricing Strategy• Advertise

• Facebook, LinkedIn, Direct Mail

Products: Unpacked

1500 units in first 9 months

Russ Lemieux Group Vice President

NYWICI: Communicating to Communicators

Challenge: Deliver relevant marketing and social media to members who do it for a living• New York Women in Communications members are early

adopters of new technologies and platforms, so the organization must embrace new strategies

Maintaining Relevance

• Social Media• Redesigned Website & Fresh

Branding• Outreach to Young

Professionals/Students• Matrix Awards

Social Media• Presence on all major

platforms• Leverage members’ expertise

and resources• Staff and volunteer teamwork

• Daily tweets and posts• Live tweeting events• Biweekly Twitter chats

Newly designed website

Matrix Awards

Young Professionals and Students

• Dedicated committees & programming

• Publications, social media accounts aimed at students

• Scholarship program

NYWICI Results

• Increased social media engagement– Additional 1,500 Twitter followers in past

year– NYWICI credible source; tapped as a thought

leader on women in workplace and related issues.

• Increased attendance at events• Student/Young Professionals fastest-growing

demographic

Jeanne Sheehy Vice President and Chief

Marketing Officer

Challenges

Professional Practice Analysis Study

New programs and ongoing research

Integrated communications strategy - key to success

Strategies

Integrated Marketing Plan Digital Presence Review Practitioner name change Content Strategy Develop education that results

in a higher level of care Launch new practice analysis

program

Tactics

Full digital presence review with SWOT analysis on web site

Developed LinkedIn community

Strengthened NAB positioning

Identify new target markets Enhanced content

marketing strategy for the future

Results

• Website successfully launched in May 2013

• 6K unique visitors looking at more than 3 pages per visit, spending an average of 3 ½ minutes on the site with 67% of visitors being new

• Research provider chosen• Communications strategy

underway

Jill Hronek Director,

Communications

Small Organization, Big Tweets

Challenge: How does a small organization make a presence at a BIG trade show?

Small Organization, Big Tweets

Strategy: • Leverage Twitter, BIO• Plan • Use blogs,

members

Small Organization, Big Tweets

Tactics: • Plan• Message• Real-time • Retweet• Keep it light

#AUTM #BIO2013

Small Organization, Big Tweets

Results: • AUTM highlighted at

BIO Town Hall mtg.• $$ low• Enthusiasm up• Community engaged

Questions?