CMA Association Central

CMA Association Management's blog has moved!

2012-01-27T15:03:00.001-05:00

As part of a year-long celebration of our 25th anniversary, CMA Association Management recently redesigned our website. Please go to www.AssociationsCentralBlog.com to read our blog from now on. Be sure to update your RSS links too - this blog will no longer be updated.

Thank you for reading!

Introducing a Series of Helpful Hints for Association Success!

2012-01-06T08:59:00.000-05:00

In celebration of CMA’s 25^th anniversary in 2012, we will be bringing you weekly posts with a “how to” theme to help pass on the knowledge that has kept our clients thriving for 25 years. You’ll hear from a variety of staff members – each are experts in their own fields. We hope you enjoy our new initiative to bring you the most useful information to aid in your success in 2012.

How to Stage a Successful International Event

2012-01-06T08:58:00.000-05:00

With Gabrielle Copperwheat, Association Manager

Holding an international event can be tremendously rewarding for your association members as well as for you, the organizer. Whether the meeting is in Nice or New Delhi, it is important to consider the following:

Cultural norms - Aside from the challenge of breaking down language barriers, it is important to be aware of other cultural aspects so your members don’t end up unintentionally embarrassed by their actions. Body language and appearance are very important in some cultures. In India for example, shaking your head from side to side means “yes.” In Singapore, it is important to never show perspiration. In France, excessive smiling can seem like you are forcing your happiness on someone else. In Germany, don’t speak too closely – they push you away if you are closer than two arm lengths away or they will move back abruptly.

Travel logistics – Before you even set foot in a country, educate yourself and your members on the various requirements to enter the country. Travel to African countries and Southeast Asia will require shots and medications up to six months in advance. Also be sure to research whether FedEx, UPS or other major shippers have access to your location, or if local postal services are the most acceptable form of expedited delivery (this practice is prevalent in Western Australia). Often, visa requirements might depend on the member’s country of origin, so also make sure you check the rules for a variety of nations. If you have enough time, put together a little booklet as a guide to traveling by nationality and be sure to include information for the appropriate consulate in that country.

The Purpose - Do you want to go there just because it’s exotic? Is it because you want to study a new business model? Holding an event in an exciting location also provides a bonding experience for members—you’ll find minds are automatically opened up as attendees are taken out of their comfort zone. While you want them to have an authentic experience, keep in mind the simple things like food and weather that are still important to an attendee’s stay.

Most Viewed Blogs of 2011

2011-12-30T11:30:00.000-05:00

Since 2012 is almost here, let's take a look back and reflect on the top 10 most viewed blog topics from 2011. What was your favorite?

Building a Better Board Meeting

Key Strategies for Sponsorship Sales

Best Practices for Start-Up Association Success

Using QR Codes to Promote Your Association

Social Media Do's and Dont's

The Value of Outsourcing Management

CMA Jasper Wins Confirm Commitment to Serving Client Needs

Creating a Blueprint for Association Success

How to Use Google+ to Promote Your Association

CMA Helps Convention Services Professionals Strengthen Relationships

What’s on Your Marketing List for 2012?

2011-12-22T14:39:00.001-05:00

As the song goes, Santa makes his list and checks it twice. With 2012 just about a week away, it’s not too late to make your marketing “list “for next year. For many associations, it seems long-term planning has been sidelined by a focus on short-term success and survival. While we all have to do what we can to survive, a sensible plan with real goals and objectives will help make sure you don’t end up with a lump of coal under the tree next year.

A few key questions to ask as you finalize your 2012 plan:

Are there changes in the marketplace or other environmental factors that may affect how your association does business now or in the future?
Have your target audiences or competitors changed or will they change in the future?
Have your key success factors changed due to the current marketplace?
Are existing strategies working or do you need to develop new ones?
Should your key messages to targets change?

Even the naughtiest kid knows putting together a ridiculously long list of gifts isn’t going to get him what he wants. Treat your 2012 plan the same way. It can help to spend some time thinking about your dream wish list, but don’t get stuck there. Ultimately, your plan needs to be based on sound strategy, measurable goals and a realistic budget.

Here’s to staying off the naughty list in 2012!

Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com

CMA's Matt Kulcsar to Moderate Panel on Technology in Interactive Design

2011-12-16T12:07:00.001-05:00

The New Jersey Communications, Advertising and Marketing Association (NJ CAMA) will kick off the new year with an educational networking event on January 10 from 6:00-8:00 PM at D&R Greenway in Princeton, New Jersey. Attendees will learn about new tools for communications professionals such as Open Source, Open Workforce and cloud computing and other design applications and e-marketing software that are changing the way agencies and freelancers approach creative work and deliver results to their clients. A panel discussion, moderated by Creative Marketing Alliance (CMA)’s Interactive Designer, Matt Kulcsar, will feature Ed McLaughlin, Chief Marketing Technologist and Co-founder of SVM E-Business Solutions and Brian Crooks, Executive Creative Director at Influence Interactive discussing “New Tools and Environments for Creatives.”

Formerly the creative director at Razorfish, Crooks has over 20 years of experience in the design field and has created several notable fully integrated consumer and BtoB interactive media campaigns, including those of Nestle, Dove, Sallie Mae, Neiman Marcus and General Motors. He will discuss how creatives need to be free to think and have access to the information that drives original thoughts. Attendees will learn to embrace new technologies that are catalysts for ideas, not simply an electronic box of tools. Crooks will focus on the convergence of the physical and digital—the space in which ideas can percolate and where information, observations and insights are the coin of the realm.

McLaughlin has executed countless online marketing initiatives with organizations large and small, from Fortune 500 to non-profits, across a broad array of industries. A champion of the emerging role of the marketing technologist, Ed has a professional passion for the business-changing potential of open source software, distributed workforce models and cloud computing. McLaughlin will focus on the concept of the “Distributed Agency,” meaning a shift from physical environments to digital environments and leveraging software-as-a-service, cloud computing, and the collaborative tools and ethos of the open source movement.

Kulcsar of CMA has over 13 years of professional experience in website design and development. He has developed web content, managed websites, e-blasts, single-page websites and interactive displays also has expertise in combining SEO and SEM strategies with social media.

The cost to attend is $25 members, $35 non-members, and includes catering by Christopher’s Personal Chef Service. The meeting will be held at D&R Greenway, Johnson Education Center, RWJ Auditorium, One Preservation Place, Princeton, NJ 08540. For directions go to, www.drgreenway.org/directions.htm. To register, visit www.njcama.org. For more information about this event, contact programs@njcama.org and for membership information, contact membership@njcama.org.

Drum roll please...It's CMA Association Management's Signature Holiday Card!

2011-12-13T09:21:00.000-05:00

Once again, the laughter poured out 191 Clarksville Road this year in preparation for our signature holiday card. Join us as we look forward to a year full of celebration, as 2012 is our 25th anniversary year!

Happy Holidays from CMA Association Management! Check out the digital version of the card here.

How to Maximize Your Facebook Presence

2011-12-09T12:17:00.000-05:00

By now, many associations have flocked to Facebook as an attempt to appeal to “younger members.” However, the over 50 demographic is one of, if not the fastest, growing on Facebook. But are you doing all you can to maximize your association’s presence on Facebook and appeal to all member types?

First, it’s important to know what kind of users you are dealing with. Here are some key behaviors to keep in mind as you develop your campaign:

People are visiting fan pages looking for something in return—it could be coupons or discounts, exclusive information, entertainment to share with friends or maybe even recognition.
The majority of a consumer's Facebook experience is the wall, which is also visible in their top news feed. The 95% of Facebook users view their news feed only, according to a recent study.
With the new interface changes that took place this Fall, there is much more “passive sharing,” meaning a news feed is more cluttered with app updates from Netflix, Spotify and other sites connected to Facebook through an automatic update system. These changes are constant at Facebook so make sure to stay on top of what’s going on and maximize the technology or at the very least don't fall behind it.

It is often challenging to get attention when the Facebook universe is so vast and deep, but fret not. Social media is all about innovation and the best tips for success are discovered simply based on trial and error. So try these suggestions out and adjust as needed based on your target audience’s response.

1. Make your “Like Us” buttons prominent and easy to find. One of the best ways to promote your Facebook presence is to simply add the small “f” icon on your association’s website, but it shouldn’t stop there. Add the icon to the association staff and Board member email signatures, to your association e-newlsetter, blog or any other digital communications.

2. Consider custom tabs. There’s more to a Facebook page than just the Wall. Consider working with a marketing agency that has experience in creating customized Facebook tabs. These become an extension of your website and can be used for promoting member benefits and events. Your designer can even arrange for these tabs to be the first landing page a user sees when they visit your page.

3. Engage and entertain. Social media definitely has a proven business value, but ultimately, users are looking for something fun and/or useful. Create content that makes them want to share with their friends or keeps them coming back for more. Quizzes, giveaways, exclusive videos and insights into the inner workings of the association are good ways to pique the interests of your fans and keep them engaged.

What are you looking to get out of your association’s social media participation? Once you’ve determined the value Facebook or any other site has to your organization, consider using an experienced AMC with full marketing services to do the heavy lifting—content research, posting and monitoring are the most time consuming parts of a campaign. With this off your plate, you’re free to comment and participate as a key influencer!

Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com

How to Use Google+ to Promote Your Association

2011-12-02T12:29:00.000-05:00

Google+ was publicly launched on June 28, 2011 and boasts more than 25 million users, the fastest growing social media platform to date. There has been, as you might expect, comparisons being made between Google+ and the other two social media giants: Facebook and Twitter. Some say it is redundant—“what can I get from this that I don’t already have?” Others say its ease of use and new capabilities make it a contender in this fast changing and highly competitive business.

Google+ has most of the features of their competitors and a few new ones that make the site distinctive, which addresses some of the issues users have with Facebook and Twitter such as privacy concerns (Facebook) and character constraints (Twitter).

Google+ Features

Here is your crash course in learning some of the new features Google+ offers:

Circles – This feature allows you to put friends into relevant circles. You can communicate with all your friends or a specific friend, and even upload certain photos to certain circles. Circles are seen as a time-saver with regard to privacy settings.
Hangouts – These are group video chats like Skype that allow you to chat with your friends in real time. Skype charges a fee for multiple users and Google+ allows you to have as many as 10 participants for free.
Instant Upload – Google+ has an instant upload feature which automatically uploads all your videos and photos to a private Google+ album. You can organize them into categories and decide to whom you want to send them. This is only available for Android Phones.
Huddle – Currently limited to android users, this feature allows you to chat across different platforms including your mobile device.
Plus 1 – While searching or surfing the web you may come across little icons with “+1” in them. You can click on these icons and a snippet of information is displayed in your profile so that your friends can comment on or share with others.

How Does it Measure Up For Associations?

From what we’ve seen, there won’t be a mass exodus from Facebook and Twitter any time soon, but Google+ plus should not be underrated. There are many unique ways businesses can use Google+ as an additional social media marketing tool—here are two you can try right away.

Create a Hangout – It’s simple to use and there are many uses for the hangout service. You can give prospective members direct access to current members, bring Boards or committees together for a meeting where ever they might be, or interact with other sponsors, business partners and friends.

Create a brand page – Every brand should have a page and so should every association. The brand page on Google+ should contain similar information as your other social media sites. Build an “about” page that includes pictures and other attention-getters such as graphics and articles. Don’t forget to mention your association’s key benefits of membership.

Then, offer avenues of conversations and interchanges. In other words, be “social” invite comments and information. Where ever possible, include exclusive material that will pique the interests of your visitors, such as tips and other inside information. Keep it simple, consistent and constant.

It’s an exciting time in marketing and the ever-changing world of social media continues to offer new and expanded ways to connect with people you never thought possible. Keep Google+ on your radar as another way to interact with members and raise awareness overall—try it out or contact CMA to learn more about how we can assist you in your social media strategy.

Kaitlin Friedmann

PR Manager

kfriedmann@cmasolutions.com

CMA Gives Thanks Through HomeFront Food Drive

2011-11-23T16:38:00.001-05:00

CMA Director of Marketing Services, Erin Higgins (left); PR Manager, Kaitlin Friedmann (middle) and Administrative Services Manager, Melanie Kotsonis, drop off Thanksgiving food baskets to HomeFront.

CMA donated eight baskets of non-perishable food to HomeFront as part of their Thanksgiving food drive.

A non-profit organization located in Lawrenceville, HomeFront provides emergency shelter and support services to help Mercer County homeless families get back on their feet. Each year, the organization strives to meet its goal of providing Thanksgiving meals to over 1,800 homeless families in the area. For over a month, CMA employees collected and donated canned goods and other non-perishable items for the drive.

“Year after year, our staff joins together to help local families in need for Thanksgiving,” said Jeffrey Barnhart, President and CEO of CMA. “We hope these baskets will brighten up their holiday.”

CMA Gives Thanks

2011-11-18T16:06:00.000-05:00

Every once in a while, CMA takes a break from event planning, association management and marketing to celebrate and give thanks. Last week was no exception, as CMA staff members took a moment to reflect on what they are most thankful for this holiday season.

ICMA Praises CMA for Regional Event Series

2011-11-14T12:19:00.002-05:00

Members of ICMA gather for networking opportunities in Munich, Germany.

Focused on card industry innovation, members of the account team for the International Card Manufacturers Association (ICMA) traveled throughout the month of October for the association's Regional Events. CMA was responsible for all programming and management of the events including networking events and thought provoking educational sessions.

The EuroForum, held in Munich, Germany focused specifically on Europe’s card industry needs, opportunities and trends while exploring regional strategies and solutions for growing business. Sessions featured topics such as lamination, EMV, coating solutions, card quality management and printing.

CMA listened to member feedback on new technology and created the Technology Summit to help members respond to industry shifts caused by NFC (mobile payments) and EMV (the proliferation of smart card technology). Held in Chicago, Illinois, speakers discussed visioning for the future and how new technology will change the way those in the card industry do business.

At the North American Academy Workshop, also held in Chicago, attendees had the opportunity to discuss the most important challenges and opportunities facing the North American card industry. The event featured presentations on topics such as battery powered cards, security, mobile payments and green practices in the card industry. CMA even added a product showcase where table top exhibitors had 3-5 minutes on stage to inform attendees of their product or service they provide to the card manufacturing industry.

Excellent feedback from attendees and exhibitors was received and the audience even commented they were some of the most educational agendas ever!

Best Practices Start-up Association Success

2011-11-04T13:21:00.000-04:00

Once an association has established its organizational and financial footing, the organization’s next steps are critical to its future. Best practices for developing board leadership, membership growth, member programs and benefits, non-dues revenue and events are important drivers for growing an association’s industry prominence and success.

We’re on a mission with vision. A Mission Statement summarizes the fundamental purpose of your organization, who it will serve and concentrates on the present. A Vision Statement outlines what your association wants to be and focuses on the future. Prepare both as sources of guidance and inspiration.

• Articulate organizational purpose as a battle cry prospective members will want to rally around and support.

• Establish credible and realistic standards for measuring progress over time.

Failing to plan is planning to fail. Evaluate your prospective members’ needs and wants as well as competitive association offerings and develop a business growth plan outlining your association’s strategic goals, objectives and tactics for growth and industry advancement.

• Plan by year: “What are we going to do―and do well―in the first 12 months, the next 12 months?” etc.

• Identify the two primary reasons that would motivate your various member types to join your association. Evaluate how responsive your member benefits and programs are to the two reasons―which are typically Networking and Education―and benchmark your association against any competiting associations in meeting those needs.

First things first. Young associations are full of great ideas, but in the first year or two it’s imperative to stay focused on the “vital few” goals.

• Lock in on a small set of the essential building blocks of membership growth by launching a well organized prospective member recruitment campaign focused on tangible member and program benefits.

Leaders lead. The Board of Directors are key torchbearers led by a president or a leadership council that is highly visible and the voice of the organization.

• The role of the Board is to spearhead program development, membership recruitment growth initiatives and provide industry insights.

• An association management company (AMC) can be an excellent and valuable partner in working with the board on establishing governance and providing counsel and implementation of programs, initiatives and events.

• Delegate tasks to individual directors or committees accountable for reporting progress when the group meets as a whole.

Create sources of non-dues revenue. After setting dues levels and estimating probable dues income, identify all other non-dues sources of income for potential implementation over the short- and long-term.

• Begin by implementing sources attainable now to ensure quick successes that enhance member benefits and generate income.

• Consider affinity, sponsorship, continuing education and accreditation programs as well as events.

• According to the ASAE, dues typically represent about 40% of the total revenue for most associations today. Non-dues revenue is vital.

Meet with success. Beyond its potential as a non-dues revenue generator, an association trade show or annual conference brings an association to life and is a magnet for new members, networking, knowledge exchange and creating a sense of cohesion among members.

• If a young association’s budget precludes staging a large event, piggyback off another show in your industry by gathering members at the show for your association event held nearby.

• Line up sponsors of branded program tracks in the show’s agenda to enhance members’ networking opportunities and membership recruitment.

Marketing to the max. Marketing is a priority for establishing a young association’s legitimacy and raising awareness of its mission by your industry-at-large and the individuals working within it.

• Public relations is the most cost-effective tactic for creating visibility for the vision, value and achievements of an association through the third-party credibility of the media.

• Beyond being a vital hub of member and prospect communications and education, an interactive and engaging association website with a members-only section containing a wealth of educational and industry resources is a versatile tool for banging the marketing drum 24/7.

Need more information? Give us a call at 609-297-2235.

Happy Halloween from CMA!

2011-10-31T15:22:00.001-04:00


CMA gets into the Halloween spirit!

Our costume contest winners - The Beverly Hillbillies! a.k.a. Matt Kulcsar (Jethro), Melanie Kotsonis (Elly May), Danielle Carrick (Ms. Hathaway), Darrell Christmas (Jed) and Erin Higgins (Granny).

CMA JASPER Wins Confirm CMA’s Commitment to Serving Client Needs

2011-10-31T11:19:00.000-04:00

CMA Public Relations Manager, Kaitlin Friedmann (left) and Public Relations Account Executive, Meghan Higgins (right) accepted seven JASPER Awards from Board President, Rich Jack at the 37^th Annual Jersey Shore Public Relations and Advertising Association (JSPRAA) Awards Gala on October 14.

CMA received seven JASPER Awards at the 37^th Annual Jersey Shore Public Relations and Advertising Association (JSPRAA) Awards Gala held Friday, October 14 at the PNC Bank Arts Center in Holmdel, New Jersey.

CMA received three gold awards for the creation of a brochure for a financial publication, a print magazine for an electrical buying group and public relations campaign for a meetings industry association. The firm also received four silver awards for a brochure and internal newsletter for a global accounting association, sales kit for a regional medical dermatologist and a web banner for a national transportation association.

“It is an honor to be one of the agencies with the most wins of the night,” said Jeffrey Barnhart, President and CEO of CMA. “This success coupled with our outstanding showing at the ASTRA awards confirms our commitment to serving client needs effectively.”

What a Scary Thought!

2011-10-28T16:34:00.001-04:00

Your keynote speaker cancels at the last minute.

Your offsite dinner at a five star restaurant ends up being more like a burger joint.

Your meticulously edited conference program doesn’t included your top sponsor’s logo.

Your attendee badges are last name first, first name last and no one noticed until you were on site.

These nightmare scenarios show you a glimpse into what can happen when you skimp on event planning talent. Before you opt for the inexperienced “cheaper option,” consider the impression you’re leaving on your attendees. You might just end up scaring them off for good!

Recently, Hyatt teamed up with the comedians over at Funny or Die and put together a series of videos highlighting the event disasters that scare us all. In honor of Halloween, CMA wanted to share these frightening videos. Click here to see what they’ve put together, including the Double Booked Nightmare, that will keep us all up at night.

What event nightmare is giving you sleepless nights? Use the comment box below to let us know. Fret not! CMA specializes in association event planning—let us lighten your load by planning your next conference, award show or training session. Give us a call at (609) 297-2235.

CMA Staff Recognizes Diane Galante Haggerty

2011-10-27T15:38:00.001-04:00

CMA is proud to recognize Diane Galante Haggerty as the company’s third Crew Star program winner for 2011. The Crew Star program recognizes a CMA employee every quarter for exemplifying CMA’s core values and going above and beyond.

Diane is responsible for the overall management of association clients on both a national and international scale. Along with the management of day-to-day association operations, Diane applies successful membership development and recruitment strategies, meeting planning expertise and other best business practices to her leadership of associations. A resident of Yardley, PA, Diane is a graduate of The Pennsylvania State University. She has been with CMA for five years.

Diane was selected by her peers for her willingness to help fellow employees, her positive energy, passion for her work and servicing clients. As 2011’s third quarter Crew Star, Diane will enjoy perks such as a prime parking spot, lunch with the executive team and her picture on the wall in the CMA reception area.

Congratulations, Diane!

PR Efforts Garner Unprecedented Visibility for Transportation Association

2011-10-14T10:34:00.000-04:00

Officially the Transportation Marketing and Sales Association (TMSA) as of January 2011, TMSA turned to CMA to promote its new brand and strategic direction as well as its upcoming Connections Events to the transportation and logistics industries.

With the help of TMSA’s Communications Committee Chair, CMA secured two podcasts in the industry’s top publications WT100 and The Journal of Commerce, both featuring interviews with TMSA President, Dick Metzler. The WT100 podcast focused on the association’s rebrand, membership benefits, new industry awards as well as the future of the organization. The Journal of Commerce podcast focused on TMSA’s upcoming Connections Events being held in October in Florida, California and Arkansas, further showcasing TMSA’s efforts to provide its members with more regional networking opportunities.

CMA developed podcast recording questions for WT100 and The Journal of Commerce’s editors as well as talking points which were utilized during prep sessions with Metzler. The podcasts were promoted in the publication’s e-newsletters which were sent out to several thousand of its subscribers, driving readers to its respective websites to listen to the podcasts, which have a combined online circulation of 70,117. These efforts garnered unprecedented visibility for TMSA, further positioning the association as a place for marketing, communications and sales professionals to network, learn and grow.

Keep it Consistent

2011-10-07T16:37:00.001-04:00

In today’s fast paced world, we can end up moving from one marketing project to another without a second to breathe. It’s important to take a step back regularly to make sure each “project” still has a consistent message and relates back to your brand in a meaningful way.

These questions can help you figure out if your brand is in conflict.

Are you having an identity crisis? Moving quickly to keep up with all of your marketing needs can sometimes make you lose focus and miss the big picture. You might find that your brand changes with each new project. Before you know it your website, conference brochure, e-newsletter and membership recruitment packet don’t hang together any more.

Have you put it all out on the table? To see if you have a problem, you have to bite the bullet and put all your marketing in one place at the same time so that you can review them. Make this a team effort because you’ll be surprised what other marketing pieces are being used throughout your association and its committees that may not reflect your brand properly.

Is your website speaking a different language? While you don’t want your website to be simply a digital version of your membership brochure, you need your online presence to be cohesive with your collateral materials. Be sure when one is updated, so is the other.

When is it ok to be different? Like any rule, sometimes there needs to be an exception. Special promotions might require a unique look and feel or you want your annual conference marketing to stand out from other materials. Overall, even within these specific circumstances you want to make sure your marketing messages and identity are inline and the returns from these promotions pay off for your overall brand.

Need help getting your brand back together? CMA can help you evaluate your current marketing program and get your brand back on track.

Jeffrey Barnhart

President and CEO

jbarnhart@cmasolutions.com

Proven Tactics in PR and Social Media

2011-09-22T10:10:00.000-04:00

CMA's PR Manager Kaitlin Friedmann was recently invited to contribute another guest blog for e-Xplorations, a blog that aims to help small to mid-sized businesses adapt to digital marketing strategies. Check out the excerpt below....

I grew up in the MTV generation so when I hear social media experts predict the death of the press release, it makes me think of the panic SEO Marketing that must have stricken radio stations across the country when “Video Killed the Radio Star” was popular.

Rather than making predictions for one thing eclipsing the other, PR pros should embrace the many tools available to them. A mix of classic media relations skills and web-savvy strategies are essential now more than ever to raising awareness and proving ROI.

To maximize your social strategy, increase the reach of your content and stay as relevant as you can to your target audience, PR professionals should take the necessary steps to optimize their next press release distribution or overall social media strategy.

The Role of the Press Release

Past – The only eyes on a press release were that of a reporter, editor or other member of the media (setting aside investor relations). Its purpose was purely informational and was rarely taken verbatim.

Present – Press releases are seen by a larger audience—they are blasted out to far-reaching lists of media and the general public optimized press releasethrough PRNewswire, PRWeb and other distribution sites. In the age of Google Alerts and RSS feeds, mass distribution is as crucial as ever. Press releases are additionally posted on company websites, sent in customer e-newsletters and linked to social networks.

While I can’t speak about the pre-Internet days of PR, I can make an educated assumption that the most proven public relations tactic has always been flexibility. What this analysis says is that PR pros don’t rely on any one method of communication and the press release must simply be newsworthy for the media and, more broadly, for the end user. The above-mentioned wire services will take care of the release’s optimized delivery, but it’s up to the PR pro to use keywords, anchor text and key messages that resonate with the target audience. The press release in the “classic sense” must also still have a real-live voice behind it (the PR pro’s follow-up calls) to increase the chance of media placement.

The Gatekeeper-Free World of Social Media

Social media content has the power to bypass the media as the “gatekeepers” of information and go straight to your target audience. This is not just an awareness-raising tactic—there are sales to be made directly from social media working in concert with SEO. According to a comScore study, buyers “who purchase or convert online are almost as likely to use a combination of search and social resources (48 percent) as they are to use just search (51 percent) along the path to purchase.”

It’s nearly impossible to not mention social media in the discussion of the “future” of public relations, so let’s examine the future of the press release in this context.

Future – As attention spans shrink, experts say the press release could be phased out and replaced by viral infographics (visual representations of announcements that particularly involve statistical data used most prominently by FourSquare) or social media posts (Tweets, Status Updates, Discussion Points, etc).

To these predictions, again, my answer is to diversify. Why does one have to replace the other? Some of CMA’s most successful PR campaigns have been those that utilize the full arsenal of PR, SEO and social media tactics.

We recently used a healthy mix of classic PR practices, SEO and social media to “scare” up awareness for an association of haunted attractions. The first foray into our Halloween PR campaign started earlier this month with the keyword-riddled press release describing haunted attractions’ ability to compete for young adults’ attention. Distributed via PRNewswire, the release was also posted on 10 free press release distribution websites.

We also recruited the social media savvy of the association member base to further widen thepress release distribution reach of the press release to industry insiders, while following up directly with phone calls to a variety of consumer media covering the Millennial generation’s behavior. The results—placement on over 200 news websites, a feature article secured in an industry magazine and an in-depth feature article in the works on 10 haunted attractions for a major consumer magazine with more than 10 million circulation.

The bottom line here—SEO gets you on the right pages, but it’s up to you to make the most of your opportunity once you’re there.

Foursquare – A fun location to be

2011-09-16T14:19:00.001-04:00

You’ve heard about it, and we want you to be in the know.

Founded in 2009, Foursquare is a location-based web and mobile application website developed primarily for use on mobile devices. Users “check-in” at venues using a mobile website application.

This means that users can check in to venues like restaurants, bars, parks, gyms and stores among others, which allow you to keep track of your “friends” and lets your friends know what you are up to. This is just one of the social networking sites that allow users to interact with their environment.

Associations and users are both benefiting from Foursquare. Much like how associations have used conference-specific Twitter handles to engage on-site attendees at conferences and conventions, associations have created Foursquare pages specifically for that year’s show. For example, association event organizers have asked attendees to check-in at a specific session and be entered to win a prize. This is just one of the ways your organizations can create another dimension of interaction with members and attendees.

Here’s a quick Foursquare "crash course!"

Points

Every Foursquare check-in earns you points. A few examples are:

1. You get 2 points for visiting a place more than once on one day

2. Being accompanied by a friend - 2 points

3. Locating a new place - 5 points

4. Check-in with the mayor - 3 points

Badges

Badges allow the customer to check-in to various venues. Accumulate enough check-ins and you will be awarded badges for special deals and discounts Foursquare is reluctant to tell users how to open a badge, but click here to learn more. This is a competition and badges are just one of the rewards offered by Foursquare.

Mayor

Another perk is to become a Mayor of a particular establishment. You have to check-in to a venue on more days than anyone else in the past 60 days. Foursquare now alerts users about how many days before the user is given the Mayor title. Just like any other competition, things can get heated when battling it out for a mayorship.

Superuser Status

Superuser status is bestowed on those users who have contributed to the member community. There are three levels of superuser status and each level allows the user special privileges like creating aliases. Superuser status is sought after by avid Foursquare users.

Ultimately, this is a fun site and a productive one if you want to take advantage of the price breaks and special offers that participating companies bring to it. Keep this social network on your radar as another way to interact with members and keep them engaged.

Kaitlin Friedmann

Manager, Public Relations

kfriedmann@cmasolutions.com

CMA Helps Local Youth Go Back to School in Style

2011-09-09T09:37:00.000-04:00

CMA staff members Meghan Higgins, Corie Eisenberg, Melanie Kotsonis, Diane Webster, Lynn McCullough and Kaitlin Friedmann.

CMA donated dozens of school supplies as part of The Boys & Girls Club of Trenton’s Back to School Drive.

From August 8 to August 26, CMA employees collected and donated a variety of school supplies such as binders, folders, glue sticks, pencils and markers, to help Trenton youth in grades K-12 go back to school in style.

"Providing these kids with new school supplies will help them be more confident on their first day of school," said Jeffrey Barnhart, President and CEO of CMA. "Our staff truly joined together to show their support for our community."

Using QR Codes to Promote Your Association

2011-09-02T13:40:00.000-04:00

A Quick Response code or a QR code stores information in a seemingly random digital code. Scanned by a mobile phone, the code leads users to a website to find out more information on whatever an association is promoting.

Whether you are an avid user, or have been meaning to check it out at some point, the reality is this technology is growing in usage among associations looking to further promote their membership benefits. Check out the following ways you can market your association using QR codes.

1. Business Cards – Instead of bombarding your business card with all of your contact information, include only the essential information needed for prospective members to contact you. Then use a QR code that will lead them to more information about your association and the benefits of membership.

2. Invitations – To help drive current and prospective members to your association’s annual conference or regional events, create a QR code for your event marketing. The code will lead users to the event invite giving them the ability to easily RSVP for the event and help you track attendance.

3. Press Releases – Use a QR code on your association press releases. This will help the media and interested readers learn more about your association and the benefits of membership.

4. Social Media – Have your QR code direct current and prospective members to a website where they can follow your association on Twitter, like your Facebook page or even join your LinkedIn Group. This will help build your association’s social media following and foster engagement. Once they participate, say thank you by sending them an email with a special discount or freebie.

Interested in using QR codes to promote your association? Email us today.

Erin Higgins

Director of Marketing Services

ehiggins@cmasolutions.com

Summer Spells Success for CMA Client Events

2011-08-26T09:37:00.000-04:00

The Transportation Marketing and Sales Association (TMSA) and Rental and Staging Network (RSN) commended CMA on the innovative strategies and tactics used to stage two successful meetings. The TMSA Annual Conference held in early June at the Rancho Bernardo Inn in San Diego, California and RSN’s Leadership Symposium, held in early August at the Westin O’Hare in Chicago both exceeded client expectations thanks to the collaborative efforts of CMA’s internal teams.

CMA handled all aspects of the TMSA Conference including attendee registration, speaker arrangements, on-site management, food and beverage and site selection, as well as developing the annual Conference program and executing marketing materials. By promoting the Conference through public relations and e-mail communications, CMA generated interest in the event among members and throughout the transportation and logistics industries leading to a total of 175 attendees. CMA also tapped into members’ growing use and interest in social media and created a Twitter contest to keep attendees engaged.

CMA was also instrumental in launching RSN’s first-ever Leadership Symposium. A network of geographically-diverse rental and staging companies with complete event capabilities, RSN turned to CMA to stage an event focused on business development education for RSN’s 16 member companies. CMA promoted the Symposium with public relations to raise awareness for the association within the audio/visual industry.

3 ½ marketing ideas for 2011

2011-08-18T10:53:00.002-04:00

Although you may think the year is winding down, there’s still time to consider some marketing ideas. If you are going to attempt anything—try these.

1. Take advantage of social media.

Social media is a big challenge for associations. The difficulty is finding the time, with only a minority of associations saying they have a dedicated individual following up on the various social media sites on a regular basis.

What can you do to take advantage of this new media?

Set aside time each day to manage your sites
Communicate often with the members of your group
Monitor your subscribers
Listen to your members and respond quickly to their concerns
Engage, engage, engage – ask questions, poll participants, make it interactive!

2. Produce a video that tells your story.

Placing videos online is not difficult; the key here is to have a well thought-out presentation. It is not simply re-purposing your membership materials. Sometimes videos go viral because of the unique way they present their content.

How can your video reach and resonate with the right people?

Get input from your members.
Write a script – structure is important.
Don’t make it too long – keep it between 1-3 minutes.
Publish it on your website and publish it to YouTube.
Listen to feedback and make changes where possible.

3. Bridge the gap between in-person meetings and digital communications.

Forget about the debate over virtual vs. in-person meetings. You should be doing both. Concentrate on the way you present your association to your members and on the Web through these steps:

For tradeshows and conventions, booth designs still matter! Come up with the best design for your booth by working with your agency and staff to bring together the best ideas for the maximum foot-traffic.
Become part of the buzz. Hold a contest, offer creative giveaways and use social media to drive attendees to your booth.
Offer seminars and speakers, when possible, that showcase your association and benefits of membership—an in-person seminar can be offered as a webinar for those unable to attend.
Don’t wait too long to follow up with prospective members you’ve met face-to-face or you will lose your audience.

3 1/2. Call Creative Marketing Alliance.

CMA strategies focus your brand and sharpen your competitive edge. Give us a call and we’ll meet you half-way on the road to member-building marketing and communications your association needs to succeed.

Paying Close Attention to Dues Renewal Pays Off

2011-08-12T14:13:00.000-04:00

Contact your members early and often.

Encouraging and reminding current members to renew their dues must be a focused communications outreach. Achieving successful membership renewals requires consistent effort over time. Don’t wait until the month of membership expiration. You will see a significant increase in member responses by starting your renewal communications early and often.

Tie the renewal message to your member acquisition message.

Review your renewal copy to make sure you are reselling what members originally bought in terms of association benefits. This is especially important when converting new members toward the end of their first year, a critical moment in the membership continuum.

Vary your renewal communications.

Redundant mailings are easy to ignore. Change the look of your renewal letters or emails to get people to notice your message. For example, focus each renewal communication on a different key benefit or indispensable “velvet hand cuff” program or service without straying too far from your established brand look. This raises the cost slightly, but improved response rates should offset any increases.

Vary your communications channels.

E-mail, phone, and mail are all valid channels for renewals. If your organization sends an e-newsletter, add a personalized renewal reminder during expiration month. Create a pop-up for users when they log in to the members section of your website. Make it hard for them to forget to renew.

Make it effortless.

If you haven’t already done so, online payment of dues is an option to consider. It offers members an easy method for paying their dues directly with a credit card. An online system eliminates the problem of members forgetting to pay or paying the wrong amount. It reduces the chance of member error while it saves your time and resources for dues collection each year.

Why don’t members renew?

For some, it’s a question of time management—they simply forget. Others take for granted how valuable the association has been to their business or professional life. As an association leader, it’s your job to remind them, by staying up close and personal with your members throughout the renewal cycle.

If members are the lifeblood of your association, membership dues are the pulse that keeps your association thriving. Make membership renewal a message in all of your association’s member communications and you’ll always have a strong link to your membership capital.

Jeffrey Barnhart
President and CEO
jbarnhart@cmasolutions.com

Meeting with Success

2011-08-05T10:20:00.000-04:00

For over five years, CMA has worked hard to enhance the profile of our client, ACOM (the Association for Convention Operations Management). Now thought of as a major industry organization, ACOM leadership credits CMA with increasing visibility when they needed it most through a targeted public relations program.

Focusing on a core top 11 media outlets within the meetings industry, ACOM members have been able to shine through strategically secured media placements. These convention services professionals are responsible for operations at various venues including convention centers, convention visitors bureaus (CVBS) and hotels. In an industry not immune to the effects of the recession, the PR program helped retain members by instilling a sense of pride in their industry and increase their sense of value.

Recently, CMA surpassed expectations by securing widespread meetings industry coverage on the association’s second annual National Celebrate Services Day. What they hope will grow into a long-standing tradition, Celebrate Services Day coverage showcased ACOM’s mission in-depth and created anticipation for the festivities, taking place on August 25^th.

ACOM isn’t the only meetings industry association CMA works with. Recently, the Association for Convention Sales and Marketing Executives (ACME), an organization composed of convention center and CVB professionals in marketing and sales roles, turned to CMA for complete marketing and management services, including a PR program designed to accomplish exactly what the team provided for ACOM. So far so good—CMA has secured early placements announcing ACME’s selection of CMA and created industry buzz about the association’s rebranding.

How can we help you raise your profile with the power of public relations? CMA’s PR team is knowledgeable in a variety of industries—yours could be our next big success story!

Kaitlin Friedmann

PR Manager

kfriedmann@cmasolutions.com

CMA Collects Donations to Give Back to Our Troops

2011-08-02T15:36:00.000-04:00

CMA gave back to our troops by collecting donations for deployed Mountainside, New Jersey resident, Patrick Klebaur.

For one month, CMA staff members collected and donated some of Patrick’s favorite items to remind him of home as an initiative to give back to the community. With overwhelming participation, the firm collected over three dozen items on Patrick’s wish list, such as magazines and his favorite foods. Klebaur is a graduate of the Lackland Air Force Base in San Antonio, Texas. He is on a six month tour of Duty in Afghanistan.

"Patrick indicated CMA’s package was the best they received yet and all the goodies inside were a huge hit!" said Erin Higgins, Director of Marketing Services at CMA. "Supporting the troops is so important so thank you to everyone that participated."

Photo caption (from left to right): Corie Eisenberg, Lindsay Piccolella, Erin Higgins, Melanie Kotsonis and Colleen Reasoner.

Key Strategies for Sponsorship Sales

2011-07-27T11:42:00.000-04:00

One of the best ways to make an event or conference profitable is by diminishing or deferring costs through sponsorship sales. Having a strong sponsorship marketing plan as well as a dedicated team is vital for boosting sales. CMA has had a successful track record of sponsorship sales by making use of these key strategies:

Utilize the entire conference. Conference sponsorships can be so much more than logos on signage and advertisements in on-site brochures. The Transportation Marketing and Sales Association (TMSA), a CMA client, places conference sponsors’ logos in advertisements secured in trade publications. These ads promote not only the conference, but also provide exposure for the sponsor. Another client, the International Card Manufacturers Association (ICMA) took a creative spin on the at-conference aspect by offering a welcome gift sponsorship. The sponsoring company chose to welcome attendees with a delicious cupcake delivered to their rooms, baked by a local renowned bakery accompanied with a note from the sponsor. Utilize all the dimensions of a conference or meeting to allow for more creative sponsorship opportunities.

Create variation in pricing and scope of sponsorships. It is inevitable that not all potential sponsors will be able to go for the largest sponsorship offerings with the highest price tags. Even companies who purchased these sponsorships in the past may have since decreased their yearly budgets. By offering a variety of opportunities, from co-branded give-aways to receptions and meals, it will widen the net of potential sponsors and increase overall revenue. It will also allow companies to sponsor conferences year after year, despite fluctuating budgets.

Nurture sponsors year round. Don’t let your sponsors be forgotten after the conference is over. Include them in updates about the association throughout the year via press releases, newsletters and e-mail communication. Associations can also offer an aspect of the sponsorship that is year round. TMSA offers their sponsors full page advertisements in their monthly member newsletter inserts and year-long logos or banner ads on their website. These sponsorships are enticing because they allow sponsors to stay in front of their target audience long term.

Interested in utilizing CMA’s successful sponsorship strategy for your association? Let us use our proven formula to increase your sponsorship sales.

Lynn McCullough

Director of Meetings

lmccullough@cmasolutions.com

CMA Staff Recognizes Kelly McKelvey

2011-07-15T10:16:00.001-04:00

CMA is proud to recognize Kelly McKelvey as the company’s second Crew Star program winner for 2011! The Crew Star program recognizes a CMA employee every quarter for exemplifying CMA’s core values and going above and beyond.

Kelly is responsible for coordinating marketing, advertising and interactive projects for many of CMA’s clients while covering the day-to-day activities involved in business development. Combining her creative talents and customer service experience, Kelly has been responsible for providing effective solutions for clients and communicating a client’s changing needs to the CMA team. A resident of Hamilton, NJ and a graduate of Gettysburg College, Kelly has been with CMA for three years.

Kelly was selected by her peers for her positive energy, speed and dedication, ability to overcome challenges and going above and beyond to service clients. As 2011’s second quarter Crew Star, Kelly will enjoy perks such as a prime parking spot, lunch with the executive team and her picture on the wall in the CMA reception area.

Congratulations, Kelly!

Anatomy of a Rebrand

2011-07-08T13:57:00.000-04:00

In June, CMA launched the redesigned and rebranded website for the Transportation Marketing and Sales Association (TMSA)—www.TMSAToday.org. Part of a six month rebranding campaign, the new website capped off a series of rebranding initiatives including a new association name and logo, a revamped e-newsletter and new programming offered at the organization’s Annual Conference. Let’s look at the phased approach of CMA and the TMSA Board of Directors in bringing this initiative full circle.

Phase 1: Determine an all-encompassing name. CMA worked closely with the TMSA Board of Directors to determine a name that welcomed sales executives, a new target market segment becoming increasingly essential to the success of existing members in marketing and communications. Ultimately, the group decided to stay close to their previous name and acronym (Transportation Marketing and Communications Association, TMCA) but replace communications with sales to directly recruit this segment.

Phase 2: Select a logo. CMA provided three different options for new logos, all looking to fulfill the goal of creating a more vibrant image. A departure from TMCA’s maroon and gray colors, the new logo is blue and gold and utilizes italics to provide movement and relate back to the transportation industry. The four arrows serve as a graphic depiction of the four key areas of member benefits – knowledge, connections, recognition and solutions.

Phase 3: Announce a soft launch. With an association that has been around for decades, CMA knew it would take time to fully establish the new name and brand. Starting the first week of January 2011, CMA’s marketing and public relations teams worked together on an integrated soft launch to notify members and the public of the new identity. The PR team secured nearly a dozen placements in industry media outlets, refreshed the brand look of all the association’s social media sites, introduced a transitional website phase where the new logo was showcased on the home page and began using transitional e-mail communications to the membership.

Phase 4: Full usage of the brand. Because CMA is both a marketing firm and an association management company, implementing the brand went smoothly according to plan. The association management team worked with TMSA’s Education Committee to integrate sales topics into the Annual Conference agenda, while the CMA marketing team worked with the association’s president on his conference presentation to fully introduce all facets of the new brand to the membership. The final pieces of the branding puzzle, the new website and the new e-newsletter, were officially unveiled at the Conference.

Ultimately, CMA provided the necessary team members and structure to create a successful and effective rebranding campaign. The association has been strengthened and is better able to recruit new members due to the refreshed image and increased functionality of member communications.

CMA Rolls Out the Red Carpet

2011-06-30T10:40:00.001-04:00

For months, CMA was hard at work preparing for the Audio Publishers Association (APA) and Transportation Marketing and Sales Association (TMSA) annual awards ceremonies. CMA handled all logistics from site selection, to the awards presentations and award designs. Most importantly, CMA oversaw the award selection process, carefully working with APA and TMSA’s volunteer judges to narrow down the entries.

Each award ceremony went off without a hitch. APA’s 16^th Annual Audies Gala was held on May 24^th at The TimesCenter in New York City. Often referred to as the “Oscars of spoken word entertainment,” the Audies are the most prestigious awards program in the United States honoring audiobooks. With 30 categories ranging from non-fiction to package design, there was plenty of room for celebration among winners. The coveted Audiobook of the Year award went to Life, the bestselling autobiography of Keith Richards, narrated by Johnny Depp and Joe Hurley with Keith Richards. CMA association coordinator, Colleen Reasoner describes the night best as, “The Audies Gala is the icing on the cake when it comes to the whole Audies competition process... you spend months organizing entries and judges, and then you are rewarded with a night of glamor!”

A few weeks later, CMA headed to the Rancho Bernardo Inn in San Diego, California for TMSA’s Compass Awards Gala. The Compass Award is the highest level of professional acknowledgement within sales, marketing and communication in today’s transportation marketplace. The winners of the awards in 10 different categories represent the best practices of thought leadership, strategic management, creativity and successful solutions within the industry. Selected among the 40 entries into the competition, the 2011 Best in Show Awards went to Pacer International, Inc. for their Smoother Moves Calculator in the Business-to-Business category and DART Marketing & Communications Team for their Green Line Opening Advertising Campaign in the Business-to-Consumer category. Diane Galante, association manager, commented, “It’s fun to see the award-winning work! It’s also a very rewarding experience to work so closely with TMSA members on this awards program and see it turn out so well.”

These two events were made successful with the help of dedicated staff and showcased another area of service provided by CMA.

Meeting with Success: Site Selection Tips

2011-06-21T09:03:00.000-04:00

Locating and choosing a venue best suited to host your association’s meeting is a foundation of the event’s success. Since the meeting site sets the tone of the meeting and must also accommodate all event programming requirements, CMA offers some quick site selection tips:

Determine your needs. First consider the size, duration, content and space issues associated with your event. Will you need to accommodate a videoconference, a banquet, an awards ceremony or exhibits? Do you need to be close to an airport? Are leisure activities such as golf, swimming, a spa or a fitness center important? Once you have answered these kinds of big picture questions, you will be better able to evaluate sites that meet your requirements.

Location, location, location. Whether your meeting is large or small, location is key. Your meeting environment helps set the necessary functionality and ambiance for the event. Is this a formal or an informal meeting, or both? Would an urban, rural or resort setting be most appropriate? The meeting environment should reflect the event’s goals while also meeting your needs for accommodations, registration, general session areas, breakout rooms, exhibit space, meals and leisure activities.

The CVB is free. Convention and Visitors Bureaus in cities under consideration can be your planning partner throughout the site selection process and are great resources for information and free services. Since CVB staffs typically live in or near the city or region they serve, they will be familiar with the hotels and meeting spaces as well as cultural and leisure amenities based on firsthand experience. CVBs also know about citywide events or planned construction that could inconvenience your event and attendees.

Setting the dates. Meeting facilities have peak periods of high demand, "value" periods of low demand and "shoulder" periods when demand is varied. If you are considering dates during a peak period, you may need additional lead time to get the site you want, when you want it, at the price you want. Conversely, if your budget is limited, booking a meeting during a low demand or shoulder period or selecting a site in a second-tier city (for example, Pittsburgh or Baton Rouge―both great cities) can stretch your event budget.

Meeting expectations. To avoid any unexpected surprises, always inspect your short list of venues first-hand before finalizing any decisions. Site inspections give the meeting planner a sense of how to best set the room(s) to give attendees a rewarding experience. The inspection can identify positive and negative factors that cannot be quantified by reviewing sales literature. A site inspection also allows evaluation of the service level and expertise extended by the facility’s staff.

What’s negotiable? As a rule of thumb, when you are dealing with rates, dates and space the facility can afford to give away control of two as long as it retains control of the third. For example, if an association needs to control space and dates, the facility should control price. If price and space are the association’s priorities, then the facility can choose the dates.

Show your meeting’s value. You can make your meeting more attractive to a facility (and get better terms) by tracking a meeting’s past performance in terms of room blocks, food and beverage, audiovisual, room service and other needs—essentially quantifying the revenue sources which the meeting facility can expect from booking your meeting.

Jeffrey Barnhart

President and CEO

jbarnhart@cmasolutions.com

CMA Recognized for Marketing Excellence at 2011 ASTRA Awards

2011-06-09T14:34:00.001-04:00

From Left to Right: Director of Marketing Services, Erin Higgins; Vice President of Marketing, Christian Horn; PR Manager, Kaitlin Friedmann; President & CEO, Jeff Barnhart; Graphic Designer, Diane Webster; Vice President & Creative Director, Dave Sherwood

CMA was honored with a total of 17 awards at last night’s ASTRA’s, the New Jersey Communications, Advertising and Marketing Association (CAMA)’s prestigious awards program and ceremony, including Best in Show—the evening’s top honor. CMA Director of Marketing Services, Erin Higgins, co-chaired the successful event and CMA Creative Director, Dave Sherwood, created outstanding artwork to match the event’s theme “Get Discovered, You’re a Star!”

The jury of six judges awarded CMA the award for Best in Show for the company’s signature holiday card. Winning 9 gold awards, 6 silver, 1 bronze and the Best in Show, CMA was the top winner among all other entrants! The agency won awards in various categories including marketing and public relations projects for association clients as well as its own self-promotion. CMA took home three awards for the rebranding effort for international accounting association JHI and was recognized for the promotion and management of The Audies awards for the Audio Publishers Association.

CMA won in three categories for its marketing work with JHI, an international accounting association.

ICMA 2011 EXPO a Great Success; Attendance Reaches a 10-Year High

2011-06-03T13:02:00.001-04:00

Members of the ICMA team traveled to Hollywood, Florida for ICMA’s Annual EXPO in May. CMA’s experienced team stepped up their game, leading to a record-breaking year. Exhibits sold out at 50—the highest ever—attendance reached a 10 year high, and sponsorship support by leading suppliers surpassed the past several years.

Although CMA has been running this event for 20 years, the team brainstormed ways to keep the format fresh and new. New this year, CMA created a Speed Networking session aimed at providing exhibitors and card manufacturers with a structured approach to meeting industry companies they may not normally have an opportunity to meet. This too was a great success—many card manufacturers were grateful for the time to talk with new contacts and exhibitors felt it was a welcome addition to the EXPO schedule. Future EXPOs will allow for more time to network based on the response to this year's session.

Hand-picked by CMA’s account team, two keynote speakers John Amatt, a veteran mountain climber, and Dr. Jerry Haar, a professor of economics at Florida International University, shedded light on ways members can embrace inevitable change. Additionally, CMA selected the most knowledgeable ICMA members to contribute presentations on a variety of topics ranging from point of sale marketing to secure card processing facilities.

CMA also tapped into years of experience running awards ceremonies to make ICMA’s Elan Awards gala a night to remember. The awards recognized the latest advancements and achievements in card design throughout the industry and provided a social atmosphere to celebrate this one-of-a-kind association. CMA called in entertainment to reflect the spirit of the location—a Jennifer Lopez and Gloria Estefan celebrity impersonator kept the audience laughing and salsa dancers turned up the Florida heat on the dancefloor.

Let CMA break records for you. Give us a call at (609) 297-2235 to find out more about our total event management capabilities.

Put Twitter to Work for Your Association

2011-05-24T12:31:00.000-04:00

You first opened an association Twitter account because all the other association’s had one. You started to tweet because it was fun to try to get a full thought out in 140 characters or less. It probably didn’t take long before the honeymoon was over and tweeting became just one more thing on your to do list.

Before you let that Twitter account go cold, consider these tips for getting the most for your organization out of this social media site.

Get Linked Up. Chances are if you are using or thinking of using Twitter, you probably already have a LinkedIn Group, Facebook Page, a blog or all of the above. Programs like TweetDeck integrate all of your social media sites allowing you to post content across multiple sites easily. Not only will this save time, but it will ensure your Facebook friends and LinkedIn connections are all receiving your posts.

Strike the Right Balance. Resist the urge to be overly promotional or “salesy.” Your followers know that you are on Twitter to promote your organization, but if you treat your account like a 24/7 infomercial, no one will be listening when you have something important to say. Start a conversation with your followers and give them a reason to listen.

Make Friends with the #. You’ve probably seen hashtags peppered through peoples’ tweets. Hashtags are a simple way to connect tweets about a specific topic. They make it easier for users to find tweets on a given subject. So why is this important to you? Twitter users often search hashtags for content from people they aren’t currently following, using hashtags can be a great way to extend your reach and connect with your current audience in a new way. Hashtags can help get your association into the discussions on hot industry topics.

Twitter can be a valuable way to communicate with your members (and prospects) online. While it’s not a panacea, it can play a key role in an integrated branding and awareness campaign.

Still unsure how to get started? We can help!

Kaitlin Friedmann

PR Manager

kfriedmann@cmasolutions.com

Failing to Plan is Planning to Fail

2011-05-17T15:18:00.001-04:00

A strategic plan and a marketing plan that supports strategic direction benefit all types of organizations, both profit-sector and non-profit. This is particularly true in economically challenging times when the future your association planned for may no longer be valid.

Business environments change. Strategic planning is no longer an activity undertaken every five years and shelved in a three ring binder. Uncertain times demand your association continually re-evaluate its path forward and its strategies for realizing future goals by regularly asking mission-critical questions:

Where is your association going?
Are there changes in the marketplace or other environmental factors that may affect how you or your members do business?
Have your key success factors changed?
Should you implement existing strategies or introduce new ones?

With the economic environment still in turmoil, forward-thinking associations realize―now more than ever―they must plan, manage and market strategically. It’s imperative you review your strategic goals, objectives, programs and services to assess their ongoing relevance and resilience.

What you can control and what you can’t. The things you can control―your programs, member services, marketing, dues and fees―should be scrutinized for possible adjustments leading to competitive or member opportunities. But it’s also important you monitor and respond to any business impacts caused by factors you cannot control, such as changes in the socio-economic, competitive, technological, legal/regulatory and political environments. Have technological advances altered the basis of competition? Has government regulation created new opportunities or burdens? The assumptions behind your current strategies may have changed.

Stay close to members. Survey members regularly. After all, no one knows what your association can do to help your members better than the members themselves. Members are the lifeblood of your organization, so it’s a good idea to take their pulse about member needs and concerns as well as shifting industry trends that may affect their businesses. A frank and honest evaluation of survey results helps association management steer a clearer course towards growth and an engaged, active membership.

S.W.O.T. analysis. Conducting a S.W.O.T. analysis is a useful planning tool for systematically identifying and assessing your association’s Strengths, Weaknesses, Opportunities and Threats from both an internal and external perspective. This provides an excellent method of developing target objectives, creating core strategies, and setting the stage to launch meaningful initiatives.

Get a marketplace edge. As an outgrowth of your strategic direction, your marketing plan is where the rubber of strategy meets the road. CMA Association Management’s Marketecture™ market analysis process provides a solid foundation for a marketing plan. We team with your association to identify industry trends, competitive challenges and market forces. Through Marketecture, you’ll gain powerful insights into programming, communications and an organizational direction that powers your association’s financial health and maximizes your industry leadership.

Let’s talk!

Jeff Barnhart

President & CEO

jbarnhart@cmasolutions.com