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Nia Nielsen @nianielsen

Angela Brutsche @atbrutsche

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Agenda

2:00 Welcome

2:05 Best Practices

2:15 Exercising Best Practices, Darcy Schuller–Chicago

2:35 Powering Up to Success, David Palmer–San Diego

2:55 Activity

3:20 Final Thoughts

3:30 Enjoy your next session!

Pump Up Communications

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Board In The Box

Communication Truths

Great AMA Communications Leaders:

• Harness The Strength of A Diverse Committee

• Communicate Thoroughly, Consistently & Systematically

• Embrace Technology

• Leverage Social Media

• Streamline Internal Communications

• Turn Up The Volume on Membership

• Drive Programming Success

• Use Targeted Integrated Communications

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Darcy Schuller

Chicago Chapter

President, 2014-15

darcyschuller@gmail.com

@darcyschuller

linkedin/in/darcy

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Planning for Success:

Strategic Plan

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Planning for Success:

It’s Complicated!

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Planning for Success:

Build Strong Teams

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Planning for Success:

Communications

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Planning for Success:

Stay on Track

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Brand & Message Consistency

A consistent and cohesive new brand strategy unveiled in Spring 2014…

Creating a new visual identity that represents what we stand for…

Connecting, Inspiring and Engaging our community of marketers.

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Brand & Message Consistency

And now we have a recognizable presence across all of our marketing assets

Website Social

Media

Collateral

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Brand & Message Consistency

Swag Events

Internally

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Be Storytellers

https://www.youtube.com/watch?v=aVI_dVlsFd0

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Focus on Digital & Social

Emphasis on digital marketing and social media to Connect, Inspire and Engage

with our Community.

Member /

Volunteer /

Board

Spotlights on

Facebook /

Website

Thought Leadership via Blog

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Focus on Digital & Social

Bi-Weekly Connection

& Events eNewsletters Targeted & Personalized

Direct Email Communications

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Test, Measure & Improve

Test new communications techniques and tools. Measure your results to

understand what’s working. Focus your time and resources where it matters most!

Dashboards & KPI Trackers

# of Messages

Avg. Unique Open Rate (Opens /Deliveries)

Avg. Click Rate (Clicks /Deliveries)

Avg. Unique Click Rate (Unique Clicks/Deliveries)

Opt-Out Rate

Connections 2 15.96% 2.29% 1.61% 0.12%

Programming Events 3 14.54% 1.04% 0.82% 0.15%

SIG 6 30.26% 1.25% 1.20% 0.16%

Other 3 32.24% 1.19% 1.11% 0.05%

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Communication

Best Practices

• Consistent drumbeat across paid, earned and owned assets

• Re-marketing campaigns to influence the “fence sitters”

• Targeted and personalized communications tailored for specific segments (not

everything to everyone!)

• Speaker/Sponsor/Attendee engagement pre/during/post event

• Editorial calendar tied to programming/holiday calendar

• Balance event promotions with thought leadership and AMA/Chapter POV

• Maintain segmented list within marketing automation tool to assist with targeting

• Encourage full participation of Board in communications (automation Tools/

ready-to-go messages)

• Crisis Communication Plans (speaker changes, event cancellations, etc.)

• Communication sponsors are critical (marketing automation, social media

marketing/reporting, internal communications)

• Embrace moments of opportunity to be REMARKABLE!

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Be REMARKABLE!

Be the Purple Cow!

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Thank You!

Darcy Schuller

Chicago Chapter

President, 2014-15

darcyschuller@gmail.com

@darcyschuller

linkedin/in/darcy

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David Palmer

San Diego Chapter

President, 2015-16

@DavidPalmer82

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Background

14 Board Members

• 40 annual, 30 special event

• 1 paid admin

285 Members

• +16% YOY

1-2 events/mo

• 2 conferences/yr

Challenges

• Geographically large market

• Saturated with orgs, confs

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Old Brand

Brand Audit

• Research

• Interviews

• Comparisons

• SWOT

Rebrand Goals

• Positioning

• Value-based Messaging

• Improved Visuals

• Consistency

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New Brand

Strategic Language

• Mental Model

• Attributes

• Positioning

• Tagline

Brand Management

• Target

• Quality Control

• Plans, Resources

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Leadership

Recruit for Succession!

• Diverse volunteers

Delegate and Empower

• Crucial conversations

Streamline Processes

• Centralize resources, contact info, plans

Plan

• Align to chapter goals

• Review KPIs during Board meetings

• Editorial calendar (key themes, deadlines)

• Each event/campaign requires custom comm plan

Celebrate Wins

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Key Channels

• Website

• Email: 1/wk

• Social: 2/wk – 7/wk

• Events

• WOM

• Board, Volunteers

• Partners

• Sponsors, Media Partners,

PR, Partner Orgs, Calendars

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SDAMA.org Highlights

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Successful Promotions

Collaborative | Strategic | Targeted | Personal

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Collaboration

Cross-Committee Synergies

• Quad call

• Comms calendar

• Weave in brand framework, customer value

Operational Efficiencies

• 3-month lock-in comm planning, execution

• Event checklist, speaker questionnaire

Project Management, Repository

Collaborative Editing

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Embrace Technology

Digital Integration

• CRM, lead management

• Web, email, mobile

• Content, social

+ Personalization

• Targeted

• In-person interactions

Value-add Communications

• Enriched with AMA membership

Learn.

Connect.

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Content and SEO

SEO Analytics

• Keywords, Google Ads,

CRM, Authority

Fresh Content

• Blogs, Podcasts, Articles,

Events

Lead Generation

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Our Opportunities

“Run the chapter like a business”

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Key Takeaways

Be GREAT at a few things.

Never stop improving.

Reinforce brand promise.

Have fun!

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David Palmer

San Diego Chapter

President, 2015-16

@DavidPalmer82

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ACTIVITY

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Who should be working on delivering Integrated Marketing at the AMA Chapter level?

What key elements should be included in Integrated Marketing at the AMA Chapter Level?

Why should the AMA Chapters focus on Integrated Marketing?

Where should the AMA Chapters focus their Integrated Marketing energies?

When should the AMA Chapter a) plan and b) deploy Integrated Marketing?

Group Activity

Integrated Marketing is a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

Who?

What?

Why?

Where?

When?

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WHY…

The audience is segmented

Meet them where they are

Brand consistency across multiple

platforms

Right message. Right time. Right

audience.

Top-of-mind awareness

Top-of-mind preference

Improve conversions

Build your list Forces you to be

strategic

Why should the AMA Chapters focus on Integrated Marketing?

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Who should be working on delivering Integrated Marketing at the AMA Chapter level?

Everyone!

Board Other

Collegiate Communications

Content Manager Digital

Events Logistics

Membership Public Relations

Programming Social

Sponsorship

Advisory Board / Past Presidents

Local Marketing Thought Leaders

Media Members

Past Members National Support

Center

PCC Speakers / Presenters

Sponsors Volunteers

WHO…

Total experience. All elements together.

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What key elements should be included in Integrated Marketing at the AMA Chapter level?

Strategy Resources

Strategy and Goals

Segmentation of audience

Key message/s

Calendar

Content

Channels

Budget People Tools and

Technology

Workflow

Execution

WHAT…

Communications

Project Management

Metrics

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What key elements should be included in Integrated Marketing at the AMA Chapter level?

WHAT…

Tactics

Brand ambassadors

Co-promoting speakers

Graphics

Key take-aways

Logo

Media Partnerships – print, broadcast - targeted

Messaging – key words

Newsletters

Same graphics – correct size

Social media / channels

Video

Be where they are

Consistent structure and formatting

Utilize data

Recommendations

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Where should the AMA Chapters focus their Integrated Marketing energies?

WHERE …

User Action

Word of Mouth

Social Website Blog

Paid and Earned

Comments

Engage

Newsletter Signup and

Email

Outreach and Response

Followers

Interaction and Promotion

Ads

Member

Registration

Public Relations

Media

Partnerships with other

organizations

Existing Relationships and

Sponsors

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Where should the AMA Chapters focus their Integrated Marketing energies?

WHERE …

AMA

Action

Interaction

Engaging content

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Alignment to strategy

Clear role assignments

Written processes, templates

Content calendar

People and tools

Emails

Social media

Website

Events

Print

Newsletters

Paid advertising

Mobile

Where should the AMA Chapters focus their Integrated Marketing energies?

WHERE …

Internal External

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When should the AMA Chapters a) plan and b) deploy Integrated Marketing?

WHEN …

Plan

Beginning of the year, at the Board Retreat in June or July

o Custom communications plan for each program (and when it works for them)

o Booster planning after the regional retreat

What to plan:

Deploy

Following planning

Deployment should be recurring, regular and consistent

Revisit at each board meeting

Pre- and post-event “envy”

Following member milestones

o E.g., join, anniversary, inquire

Conferences Events General content

Membership drives

Monthly events

Newsletters

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Thank You!

Kirsty Nunez

Immediate Past President

San Diego AMA

@KirstyNunez

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