Association goal: Revenue Development
Association challenges and problems we often hear:
The Associations Connections team will assess your current state, make recommendations, develop a strategic plan, and execute that plan to help you reach your goals. We call it the Four Ds: Discover (current state), Diagnosis (assessment of effectiveness), Design (planning and strategy, recommendations for improvement, future state), and Delivery (execution of the plan, reporting, and results).
The Discover phase is to learn and identify the current state of your association’s needs. It is to uncover the objectives, wants, and expectations.
We begin the process of assisting our clients by asking many, many questions such as:
With our four metalworking magazines, the entire demographic is male. However, we noticed that over two-thirds of the checks written for our subscriptions are from women. So, if the reader’s spouse doesn’t get the renewal notice, many times it doesn’t get paid – and the subscriber doesn’t know that until after the subscription has expired!
Knowledge is King! And, paying attention to the small details, and measuring them, makes all of the difference in an optimized promotion strategy.
The Diagnose phase is to ascertain the cause or nature of the stated problem or needs. It is the evaluation and assessment of the current state and identifying the gaps. Why were campaign goals not met? Why did objectives fall short? What could have been done better? What are the implications if the problem isn’t fixed?
The solution, cost, value, benefits, and show the return. Design the campaign plans and strategies, outline tactics. Refine the target audience. Craft the key message. Define new expectations and measurements.
After all the work and thought, it’s time to execute your strategy. For every online and print initiative, it’s about creating, testing, sending, and tracking, and measuring response and performance and setting up reporting to analyze the responses and performance over time.