IF there’s one field in business management that I will find difficult to perform, it will be marketing. Take the “4Ps” of marketing into account—product, price, place and promotion—then the challenge becomes more complicated.
While marketing management is extensively employed in business with much success, this is not the case for some, if not many, associations. Part of the reason is that associations tend to rely on their captive market (members) and believe that competition is negligible to even consider. It also does not help that they orient themselves as non-for-profit organizations.
So when Amy Thomasson, vice president for marketing and communications at the Illinois-based Cure SMA (spinal muscular atrophy, a rare neuromuscular disorder), agreed to speak in our webinar on “Proven Marketing Ideas to Attract and Engage Members,” I looked forward to learning more about marketing. Amy presented two case studies on association marketing campaigns that resonated to me:
1. Council of Supply Chain Management Professionals’ (CSCMP) marketing campaign themed, “Supply Chain Professionals’ Day.” CSCMP is a professional membership association that connects, educates and develops the world’s supply chain management professionals throughout their careers. To honor these professionals, CSCMP created a special day to honor them.
The marketing team decided to take a two-pronged approach to the campaign. Phase one consisted of a month-long member recognition, membership growth and committee and board engagement program. Phase two was its big celebration of “Supply Chain Professionals’ Day,” along with a 24-hour membership sales blitz. A social media campaign, #ThisIsSupplyChain,” was also part of its communication strategy.
The result was impressive: a record 95 memberships sold in one day, a monthly membership dues increase of US$25,000, with a total program spend of under US$ 5,000; a 300 percent increase in monthly web traffic; and 2,000 plus social media posts using the campaign hashtag.
2. Cure SMA’s initiative called, “Newborn Screening Campaign.” The purpose of the campaign was three-fold: to lead the way to a world without SMA (mission-driven); to get the US government to add SMA to recommended newborn screening panel (advocacy); and, to raise funds and to tell the stories of SMA families (meaning and engagement).
Cure SMA used an information-driven, segmented marketing approach that targeted both parents and caregivers, as well as health care providers, through separate published guidelines to the stakeholders. It also made it easier for members to get involved via templated messaging, action center with timely alerts and the ability to share feedback through surveys.
The marketing team also used storytelling in the campaign by asking members to tell their story which built a connection to the organization. Members want to see themselves, too, in publications, social media and other communication channels. In the end, storytelling equates to legitimacy.
The results were astounding: 44 states in the US now screen for SMA and 95 percent of the babies in the US are screened for SMA.
I have deduced from the two case studies that a marketing campaign will be successful when it: (a) relates to your mission; (b) involves all stakeholders; and, (c) uses a well-thought out marketing and communication plan.
Octavio Peralta is currently the executive director of the Global Compact Network Philippines and founder and volunteer CEO of the Philippine Council of Associations and Association Executives, the “association of associations.” E-mail: bobby@pcaae.org