Bridging the Communication Gap Jill Andreu, Naylor LLC Sarah Patterson, AM&P Thomas J. Smith, Airports Council International – North America
Bridging the Communication Gap - Content Strategy & Benchmarking for Associations
Jan 20, 2015
This presentation was delivered at the 2014 Association Media & Publishing Annual Meeting by Jill Andreu of Naylor, LLC, Sarah Patterson of AM&P and Thomas J. Smith of the North American chapter of the Airports Council International. They presented findings from Naylor's 2014 Association Communication Benchmarking Study, along with results of a comprehensive communications gap analysis recently undergone by Association Media & Publishing. The presentation focused on the best practices of a solid content strategy such as the importance of audience participation and feedback for determining the right content.
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Bridging the Communication Gap
Jill Andreu, Naylor LLCSarah Patterson, AM&P
Thomas J. Smith, Airports Council International – North America
OVERVIEW
• Why You Need a Content Strategy
• AM&P’s Communication Gap Analysis
• 2014 Association Communication Benchmarking Study Highlights
A 15-YEAR-OLD’S (UNINTENTIONAL) CONTENT STRATEGY
SIMILARITIES BETWEEN MEREDITH & YOU (THE COMMUNICATION PROFESSIONAL)
CONTENT STRATEGY MEREDITH YOU
Know Your Audience ?
Delivering the Right Content
?
Using the Right Form of Media
?
Integrating Your Media ?
Engaging in a Two-Way Dialogue
?
Measuring Effectiveness ?
Committed to Improvement
?
WHY IS A COMMUNICATIONGAP ANALYSIS NECESSARY?
A body at rest stays at rest. A body in motion creates membership value.
• Member/vendor demographics• Information needs, hot topics• Communication frequency• Preferred delivery format• Engagement levels with content and advertising• Primary and secondary sources of contracting
issues and best practices• Help AM&P match members' needs, preferences
with the organization's resources.
WHAT ARE THE RIGHT QUESTIONS?
IMPROVEMENT OPPORTUNITIES• Members aren’t reading everything we send –
find ways to cut through the clutter• Provide better, easier-to-find website value• Better Listserv engagement• Live events: New ideas for innovation and
growth• Customization challenges – need to cater to
individuals and their industriesSource: AM&P Communications Gap Analysis. Naylor, 2014
SIMILIARITIES BETWEEN MEREDITH AND AM&P
CONTENT STRATEGY MEREDITH AM&P
Know Your Audience Delivering the Right Content
Using the Right Form of Media
Integrating Your Media
Engaging in a Two-Way Dialogue
Measuring Effectiveness
Committed to Improvement
2014 ASSOCIATION COMMUNICATION BENCHMARKING STUDY HIGHLIGHTS
OVERALL COMMUNICATIONS CHALLENGESLeveraging Data For Optimal Engagement
Creating Better Content
Understanding Reader/Member/Advertiser Needs
Generating Non-Dues Revenue
Measuring Effectiveness
Hiring/Retaining Qualified Staff
*2014 Association Communications Benchmarking Report
24.3%
19.1%
17.8%
16.8%
16.4%
5.6%
ASSOCIATION PAIN POINTSAssociations need to do a better job of:• Measuring effectiveness of communication
strategies and using data to increase member engagement
• Creating content that is more relevant to readers
• Understanding the needs of those who pay the bills
• Generating more NDR
MORE THAN 475 TRADE AND PROFESSIONAL ASSOCIATIONS COUNT ON NAYLOR TO INCREASE ENGAGEMENT AND REVENUE THROUGH STRATEGIC COMMUNICATIONS, EVENTS AND MARKETING SOLUTIONS.
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