Communications Boot Camp

Marketing 101Nikki Daniel and Kristi Casey Sanders, DES

MPI MARKETING 101 OBJECTIVES

• Overview of general Chapter responsibilities and goals• Marketing and communications basics• Setting up your team for success• Building a marketing and communications strategy• Understanding and accessing Chapter Leader Resources• Tips to enhance Chapter communications• How to get started

YOUR RESPONSIBILITIES AND GOALS AS A CHAPTER LEADER

YOUR RESPONSIBILITIES AND GOALS AS A CHAPTER LEADER

• Define and advance mission and vision • Manage and protect resources• Maintain fiscal responsibility• Disclose conflicts of interest• Maintain confidentiality• Enhance MPI’s image and be a brand steward• Be informed, engaged, and present• Determine and monitor programs and services• Assess performance of management and volunteers

YOUR RESPONSIBILITIES AND GOALS IN COMMUNICATIONS

• Supporting ______________• Creating and executing a ______________• Managing all ______________• Successfully ______________to align communications• Identify talent within Membership to ______________

YOUR RESPONSIBILITIES AND GOALS IN COMMUNICATIONS

• Supporting Chapter metrics • Creating and executing a strategic marketing plan• Managing all Chapter communication• Successfully partner with MPI Global to align communications• Identify talent within Membership to build and lead a

communications team

MARKETING AND COMMUNICATIONS: THE BASICS

• Serve as a MPI Brand steward and the promotional arm of the Chapter

• Play a critical role in member engagement • Be an expert in Chapter activities and capable of communicating

them properly• Implement and manage tactical communications program

MARKETING AND COMMUNICATIONS: THE SYNERGIES

• Education• Ensure timely communication of upcoming programs• Promote speakers and topics, build attendance

MARKETING AND COMMUNICATIONS: THE SYNERGIES

• Membership• Define member value for your Chapter• Collaborate on membership growth and retention

MARKETING AND COMMUNICATIONS: THE SYNERGIES

• Sponsorship• Ensure benefit fulfillment

GOALS AND RESPONSIBILITIES: STRATEGIC PLANNING

Your plan should ensure all stakeholders are working together and include:

GOALS AND RESPONSIBILITIES: STRATEGIC PLANNING

Your plan should ensure all stakeholders are working together and include:

• Communications and marketing strategies• Goals and activities specific related to achieving Chapter objectives• A project management process with performance tracking• Content deadlines and production timelines and social media flight plans• Point person for gathering and disseminating content• Channels of communications (email, social media, live events, etc.)

GOALS AND RESPONSIBILITIES: STRATEGIC PLANNING

Listen to your membership• Understand how your members want to engage with the Chapter• Is email best? Do they frequent the website? Are they active in social media? Do they

like to receive mail?• Increase engagement by having a presence where members expect the Chapter to be• Ask the question “what are we trying to achieve?” and apply tools to meet the need –

don’t just do things because they have always been done that way

GOALS AND RESPONSIBILITIES: STRATEGIC PLANNING

Create an expectation for communications• Send emails consistently, on the same day and time (weekly or monthly)• Try to avoid one-off, attendance building notifications• Members will begin to expect and look forward too your messages

GOALS AND RESPONSIBILITIES: STRATEGIC PLANNING

Know your audience• Understand the demographics of your chapter

• Number of total members, planners vs. suppliers, students and faculty• Where are you members located? Where do they do business?• How many years have they been in the industry? With MPI?• Why are you gaining or losing members?

• Utilize MPI’s chapter member data and demographic reports

GOALS AND RESPONSIBILITIES: STRATEGIC PLANNING

Segment your target audiences• Create strategies to reach different groups with custom messaging• What’s in included in your message that will be valuable to them?

Example: Why should a supplier attend an educational event?

GOALS AND RESPONSIBILITIES: STRATEGIC PLANNING

Drive traffic to your website• The Chapter’s website should be the hub of all information – everything

related to your chapter needs to be posted and easily accessible• All channels should point back to the website, inclusive of social media• Content that lives on the site is owned by the Chapter• This strategy makes your Chapter’s site indispensable for members

GOALS AND RESPONSIBILITIES: STRATEGIC PLANNING

Collaborate with like-sized Chapters• Share challenges, successes and ideas during quarterly CBM calls• When possible, attend CBS (April) & WEC (June / July)• Reach out to your counterparts in nearby Chapters

GOALS AND RESPONSIBILITIES: STRATEGIC PLANNING

Understand your department budget• Review your budget – what was spent last year?• Begin planning any major expenditures in advance of your retreat• Take the time to learn how your budget intertwines overall with the chapter

GOALS AND RESPONSIBILITIES: STRATEGIC PLANNING

Track, measure, adjust, and repeat• Regardless of the communication, you should track everything• Open rates, click through rates, and interactions are great stats to have• Helps streamline communications and increase efficiency• Refined communications have a greater impact with the membership• Use Google Analytics or other programs available• Constantly develop your communications to target members

GOALS AND RESPONSIBILITIES: MANAGING COMMUNICATION

• Digital communications• Print publications • Advertising opportunities• Tradeshows• Public relations

GOALS AND RESPONSIBILITIES: PARTNERING WITH GLOBAL

Your Chapter Business Manager is your go-to contact at MPI. He or she provides:

GOALS AND RESPONSIBILITIES: PARTNERING WITH GLOBAL

Your Chapter Business Manager is your go-to contact at MPI. He or she provides:

• Strategic direction for your chapter’s communications program• Quarterly departmental calls – a forum to collaborate with other leaders

and share ideas, challenges, and best practices• Information on current and upcoming initiatives• Support for global and chapter level marketing programs• Your best resource – questions, mentorship, guidance

Your CBM attends your annual and mid-year chapter retreats as well as additional meetings when needed

GOALS AND RESPONSIBILITIES: BUILDING A STRONG TEAM

VP – Marketing Communications

Director of Marketing

Director of Publications

Chair - Social Media

Chair - Website

Chair - Newsletter

Chair - Content

Committee Volunteers

Note: Positions are based on chapter size, strategy, volunteer availability, & many other factors

GOALS AND RESPONSIBILITIES: BUILDING A STRONG TEAM

The committee members’ responsibilities:• Executes the tactical objectives based on board initiatives • Provides regular activity reports to the board • Recruits new members who posses the necessary skills

GOALS AND RESPONSIBILITIES: BUILDING A STRONG TEAM

The chair’s role within the committee:• Work closely with VPs and Directors to define tactical strategy• Support committee activities• Share information between the committee and the board

YOUR TOOLBOX: CHAPTER LEADER RESOURCES

The Chapter Leader Resource Page (CLRP) is your best friend when it comes to Global campaigns, templates, best practices, artwork, and more.

Examples of elements available on the CLRP:• MPI logos and templates• Chapter best practices• “I Am MPI” campaign resources (#IamMPI)• Toolkits for key initiatives (#WEC16, #GMID16, Satisfaction Survey)• Advocacy support (Meetings Move Us Forward)

YOUR TOOLBOX: CHAPTER LEADER RESOURCES

MARKETING AND COMMUNICATIONS: WHERE TO START

Meet with your predecessor • What worked in the previous year? What needs improvement?• Obtain or locate all necessary documents, files, and information

(don’t forget website/social login information) • Together, develop 3-4 solid goals that relate to chapter metrics

MARKETING AND COMMUNICATIONS: WHERE TO START

Review current communications plan• Is there already a calendar or schedule for communications?• Do these communications reflect the brand voice?

MARKETING AND COMMUNICATIONS: WHERE TO START

Know your committee• What are their goals? What are their skill sets?• What else do you need? Who would make a good addition?

MARKETING AND COMMUNICATIONS: WHERE TO START

Prepare and attend your annual retreat• Present your position, objectives, and strategies• Fully understand the Chapter processes and budget and they affect each

department• Key time to collectively flesh out Chapter objectives• Connect with your fellow board members• Build cross-departmental relationships to increase efficiencies

Questions?

Logo Standards and GuidelinesFor MPI Chapters

Jeff Daigle and Nikki Daniel

LEARNING OBJECTIVES

• Understand why logo standards matter• Understand what changes may need to be implemented • Learn how to easily make the necessary changes• Embrace your role as an MPI brand steward

MPI’s BRAND PROMISE IS YOUR CHAPTER’S BRAND PROMISE

Vision: To be the first choice for professional career development and a prominent voice for the global meeting and event community

Mission: To provide MPI members, chapters and the global meeting and event community with innovative and relevant education, networking opportunities and business exchanges, and to act as a prominent voice for the promotion and growth of the industry

These four pillars are what the MPI Brandpromises …

Education Networking

Business market-

place

Industry voice

… and the MPI logo represents that promise.

“The main thing is to keep themain thing the main thing.” - Steven Covey

“The main thing is to keep themain thing the main thing.” - Steven Covey

The MPI brand is the main thing.

And that’s something we’ve been getting wrong with MPI Chapter logos.

Every MPI Chapter name has a fixed structure:

1) MPI 2) Region 3) Chapter

It starts with MPI, is followed by the region the Chapter represents, and concludes with “Chapter.”

Name:MPI Dallas/Fort Worth Chapter

Name:MPI Dallas/Fort Worth Chapter

Logo:

Name:MPI Dallas/Fort Worth Chapter

Logo:

Name:MPI Dallas/Fort Worth Chapter

Name:MPI Dallas/Fort Worth Chapter

Redesigned Logo:

WITH NEW LOGOS COME NEW STANDARDS.

WHY DO LOGO STANDARDS MATTER?

WHY DO LOGO STANDARDS MATTER?

Standards help maintain MPI brand integrity and visual consistency across all levels, from local to global.

WITH STANDARDS COME RULES.

Logo Standards: A Quick GuideMPI Chapter logos were created as the chief means by which MPI Chapters can identify themselves as vital communities of MPI, therefore guidelines are essential in keeping MPI’s integrity intact. • The Chapter Logo should appear on all communications in a prominent

position• The logo must be the approved logo. You cannot recreate your Chapter

logo; you must use it as provided by MPI Global• The logo should be as visible as possible when used. Rule of thumb: if

you can’t read it, it’s too small. • The chapter logo can appear in full color, black & white, • reversed out (white) on a dark background.

CLEAR SPACEBACKGROUND

CONTROL

DO NOT DOs

MY CHAPTER LOGO NEEDS UPDATING: Where do I start?Identify the pieces and platforms that feature your Chapter logo:

• Print; newsletters, member guides, collateral, event collateral• Digital; website, hero images - social media sites, digital newsletters

MPI Global will provide the new Chapter logos through the Chapter Leader Resource Page by May 2016.

MY CHAPTER LOGO NEEDS UPDATING: When do I need to have my logos updated?

• Chapter websites and collateral need to be updated with the new Chapter logos by October 1, 2016

• For questions about your logo, contact your CBM or marketing manager Nikki Daniel: ndaniel@mpiweb.org

BUT WAIT, THERE’S MORE.

THE CHAPTER LOGO ISN’T THE ONLY THING THAT NEEDS TO CHANGE.You may need to do the same with your Chapter’s website address (URL).

Since your Chapter name starts with MPI, your chapter website’s URL should always do the same, followed by the region, and ending with “.org.” or the required regional suffix.

Example: www.mpi-dfw.org or www.mpidfw.org

The use of a hyphen to separate “MPI”andthe region info also helps with clarity.

MY CHAPTER URL NEEDS UPDATING: Where do I start?

• What if I need a new domain name?Contact your current Domain Registrar or any other registrar and purchase a new domain name (MPI Global recommends GoDaddy.com)

• What costs are involved? Domain name costs average $10.00 to $25.00 per year

• What if my new domain name is taken?MPI Global IT department is happy to help

Start using your new URL and redirect your existing URL, and please change your collateral and materials where your URL appears

All MPI Chapter Web addresses shouldbe compliant by December 1, 2016.

You are a brand steward for MPI.

Chapter leaders understand that consistency of the MPI brand across the local levels is vital to preserving MPI as a global brand.

Chapter leaders also understand the MPI Chapter logo standards and are empowered to enforce and ensure that their Chapter logo is used and presented in accordance with those standards.

The result is MPI brand consistency across all levels, from local to global.

Chapter Leader Resources available to help with brand stewardship.Get them on the Chapter Leader Resource page on mpiweb.org

Thank you for volunteering and helping share the MPI story, and thank you for embracing your roles as brand stewards for 2016—and beyond!

Contact your MPI Global team anytime: Kristi Johnson Kjohnson@mpiweb.orgJeff Daigle Jdaigle@mpiweb.orgNikki Daniel Ndaniel@mpiweb.org

Questions?

Marketing the MPI Membership ModelNikki Daniel and Jeff Daigle

MARKETING THE NEW MEMBERSHIP MODEL: OVERVIEW

After 42 years, MPI is no longer a “one size fits all” association. Our dynamic multi-tiered model gives members the ability to choose their experience within the association, and ultimately their career. From ambitious beginners to seasoned pros, we have the versatility and tools to meet their needs and help them succeed not only when they first join, but also as they grow and advance.

MARKETING THE NEW MEMBERSHIP MODEL: ESSENTIAL

Essential Level is ideal for individuals who:• Are non-titled and want more than what the e-Subscriber

program offers• Are outside of chapter areas or do not have the ability or

time to attend chapter events• Are entry level professionals and/or career explorers• Are budget conscious and/or price sensitive (e.g. those who

pay for membership themselves)

MARKETING THE NEW MEMBERSHIP MODEL: ESSENTIAL

Essential Level is ideal for individuals who:• Are non-titled and want more than what the e-Subscriber

program offers• Are outside of chapter areas or do not have the ability or

time to attend chapter events• Are entry level professionals and/or career explorers• Are budget conscious and/or price sensitive (e.g. those who

pay for membership themselves)

MARKETING THE NEW MEMBERSHIP MODEL: ESSENTIAL

MARKETING THE NEW MEMBERSHIP MODEL: PREFERRED

Preferred Level is ideal for individuals who:

• Enjoy and benefit from the support provided by the current membership model

• Are looking for additional professional development and networking opportunities (i.e. to further their careers)

• Are active in and regularly engage with their local chapters• Their memberships are paid for or reimbursed by employers

MARKETING THE NEW MEMBERSHIP MODEL: PREFERRED

MARKETING THE NEW MEMBERSHIP MODEL: PREMIER

Premier Level is ideal for individuals who:

• Want greater access, more support, and a first class/VIP experience

• Are currently in or desire to move into executive positions and leadership roles (within their organizations and the association)

• Are highly active within the MPI community• Are the least sensitive to price

MARKETING THE NEW MEMBERSHIP MODEL: MPIWEB.ORG

Planner Experience

MARKETING THE NEW MEMBERSHIP MODEL: MPIWEB.ORG

Preferred Planner

MARKETING THE NEW MEMBERSHIP MODEL: MPIWEB.ORG

Essential Planner

MARKETING THE NEW MEMBERSHIP MODEL: MPIWEB.ORG

Premier Planner

MARKETING THE NEW MEMBERSHIP MODEL: MPIWEB.ORG

Supplier Experience

MARKETING THE NEW MEMBERSHIP MODEL: MPIWEB.ORG

Preferred Supplier

MARKETING THE NEW MEMBERSHIP MODEL: MPIWEB.ORG

Essential Supplier

MARKETING THE NEW MEMBERSHIP MODEL: MPIWEB.ORG

Premier Supplier

Questions?

Social Media 101Kristi Casey Sanders, DES

W H O I A M

• The “DES” stands for Digital Event Strategist.

• I manage the social and digital initiatives for MPI & PYM.

• I’m the internal person who figures everything out and trains others.

• If you tweet @MPI or post on our FB page, I’m who’ll answer you.

@MPI #MPI

L E A R N E R O U T C O M E S

Discover ways to reach new audiences and engage your own.

Identify best practices for supporting and amplifying MPI-centric messaging.

Understand the difference between social media platforms.

#1 #2 #3

@MPI #MPI

F I R S T Y O U N E E D T O U N D E R S T A N D …

@MPI #MPI

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E V E R Y T H I N G Y O U T W E E T , S H A R E , P O S T N E V E R D I E S .

@MPI #MPI

S T R A T E G YT R U M P SA L L

@MPI #MPI

S O W H A T A R E Y O U T R Y I N G T O A C H I E V E ?

@MPI #MPI

T H I N K O F Y O U R S O C I A L P R O F I L E S A S C A L L I N G C A R D S

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K N O W W H E R E Y O U R P E O P L E A R E

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@MPI #MPI

H A S H T A G S = # C O M M U N I T Y

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@MPI #MPI

H A S H T A G S = # C O M M U N I T Y

@MPI #MPI

H A S H T A G S = # C O M M U N I T Y

@MPI #MPI

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N U R T U R E Y O U R A U D I E N C E

@MPI #MPI

W H A T ’ S W R O N G W I T H T H I S T W E E T ?

@MPI #MPI

W H A T S A V E D I T F R O M O B S C U R I T Y ?

D O N ’ T S T A R T A T W E E T W I T H @ .

B U T . @ I S O K

@MPI #MPI

L E T M E K N O W Y O U W A N T M E T O S E E I T B Y T A G G I N G @ M P I .

@MPI #MPI

W I D E N T H E N E T :# M P I # E V E N T P R O F S

A N D# W E C 1 6 ! ! ! !

@MPI #MPI

C O M I N G S O O N : # I A M M P I

@MPI #MPI

Y O U C A N ’ T B U Y R E A LF R I E N D S

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@MPI #MPI

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@MPI #MPI

Q U E S T I O N S ?

@MPI #MPI

L E T ’ S G E T S O C I A L …

@MPI #MPI

T W I T T E R

@MPI #MPI

T W I T T E R

• 140-character updates

• Think: news headlines, one-liners, text messages

• RT/MT and quotes

• #MPI, #WEC16 & #EMEC17

• Corporate accounts:

• @MPI

• @TheMeetingPro

• @PlanYrMeetings

• @PYMLive

@MPI #MPI

C U S T O M I Z E : C A N V A . C O M

@MPI #MPI

@MPI #MPI

L IN K E D IN

@MPI #MPI

LINKEDIN• Think of your personal profile as an

interactive business card or resume.

• Add MPI to your “Organizations” area and “Volunteer Experience & Causes.”

• Follow our business page & share content.

• Tag “Meeting Professionals International” in your updates.

@MPI #MPI

Y OU TU B E ( U S E R : M P IH Q)

Y O U T U B E

• 2nd-largest search engine

• Archive videos & live broadcast hangouts

• Add links in your video descriptions and profile

• Create playlists of other people’s content

• Plus: Create videos from existing ones & add CTA links to yours

• Use hashtags and keywords!

@MPI #MPI

G O O G L E P L U S ?• If you have a YouTube

channel, go ahead and create a page.

• Then just post anything there that you want Google to index.

• But don’t spend too much time.

• Hangouts are the best reason to use G+!!!

@MPI #MPI

@MPI #MPI

I N S T A G R A M

I N S T A G R A M

• Image and video sharing

• @names differ from Twitter, so be careful before you tweet out

• Can use # but links in descriptions aren’t active

• Best for emotion, inspiration, empowerment messages

• Tag @meetingprofessionalsintl

• #MPI #WEC16 #EMEC17, etc.

@MPI #MPI

P I N T E R E S T ?

• If that’s where your people are, spend the time on it. If not, don’t.

• It’s best for increasing your chapter site’s SEO.

@MPI #MPI

Y O U ’ R E P R O B A B L Y W O N D E R I N G : W H E R E ’ S F A C E B O O K ?

@MPI #MPI

@MPI #MPI

FA C E B OOK( M P IFA N S )

F A C E B O O K

• Groups vs. Pages

• @People, use # and edit links

• Better to upload video files and images than to link from YouTube

@MPI #MPI

Q U E S T I O N S ?

@MPI #MPI

O T H E R U S E F U L P L A T F O R M S

@MPI #MPI

S L I D E S H A R E

• Host presentations and infographicsfrom chapter events

• Part of LinkedIn

• Add links to your website in descriptions, fill out profile completely

• Can pay to use as lead-generation funnel.

@MPI #MPI

P E R I S C O P E

• The most affordable way to livestream session content.

• Can record directly to computer or download to phone.

• Recordings live on Periscope for 24 hours so you can promote.

• Owned by Twitter (so use # in the title)

• Start a Katch.me account and it will archive all your videos.

@MPI #MPI

S N A P C H A T

• Mobile photo and video-sharing that “expires” after 24 hours

• Add titles and captions to each shot

• Add individual images to "stories" (then you can download and share)

• You can buy geo-stickers (like for #WEC16!)

• It’s where people too cool for Facebook go (think: next generation)

@PYMLive #iaapbranchevent

Q U E S T I O N S ?

@MPI #MPI

W H I C H P L A T F O R M S W I L L Y O U U S E ?

ksanders@mpiweb.org@MPI #MPI

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5:30 pm, Trinity Ballroom

CBS 2016 Opening Remarks with MPI Chair and President

HousekeepingOpening remarks and reception begin at 5:30 p.m. sharp in the Trinity Ballroom

Complimentary headshots and IAmMPI testimonials

Programming notes for tomorrow morning:o 5K Run/Walk kicks off at 6:00 a.m. from the Hotel Lobbyo There are two sessions at 7:30 am.

International Volunteer ServiceCBS First timers meet up

o The breakfast will begin at 8:00 a.m. in the Trinity Ballroom