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Why Didn't I Think of That ? Marketing Idea Exchange

Why Didn't I Think of That ? Marketing Idea Exchange. Diana Mertz – American Staffing Association (ASA) Rachael Bell – New Jersey Society of CPAs (NJSCPA). ASA Central. Trade association Launched in May 2013 1,600 company members 19,000 individual members

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Why Didn't I Think of That ? Marketing Idea Exchange

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  1. Why Didn't I Think of That? Marketing Idea Exchange Diana Mertz – American Staffing Association (ASA) Rachael Bell – New Jersey Society of CPAs (NJSCPA)

  2. ASA Central • Trade association • Launched in May 2013 • 1,600 company members • 19,000 individual members • No previous listserv functionality or community • Microsite created for each interest group

  3. What’s in it for me? • How can we use our community to distribute our member resources? • How can we deliver educational webinar content to our members? • How will another daily email affect our members? • How can we continuously drive our members into our community? • How can we enhance our directory in Connected Community to enhance networking?

  4. ASA Resource Center • Stand-alone library • Populated only with ASA content • Serves as members’ only area of website • Serves as “Learning Management System”

  5. Populating ASA Resource Center Library What did we put in our Resource Center library? • Issue papers • Best practices • Archived webinars • Archived conference recordings How did we do it? • Custom field entries for webinar/conference entry types • Stand-alone libraries created with Higher Logic’s help • Moved from old LMS and use ASA Central solely

  6. How do we market the resources in ASA Central? • Daily news publication features new resources • Archived webinars recordings are available quickly • Webinar recording link sent to attendees • Feature top discussion topics each week

  7. Microsites for Sections

  8. New Jersey Society of CPAs • Individual, state-based member association • 15,000 members – CPAs and accounting students • Connect launched in May 2010

  9. New Jersey Society of CPAs • Converted from Lyrislistservs • Initially focused on committees and interest groups • Launched Open Forum November 2010 • Launched Mobile Membership April 2011 • Launched MemberCentric January 2013

  10. What content/resources are you putting on your Connected Community site to continuously drive your members/users to your site?

  11. Industry News • RSS feed from daily industry news e-mail

  12. All Committee Documents • All NJSCPA committee and interest group agendas, minutes and other documents are stored on Connect • Meeting notices for in-person committee meetings are sent via Connect

  13. Themed Blogging • Technology • Annual Convention • Marketing • CPA/NJSCPA Issues

  14. GROUP DISCUSSION:What content/resources are you putting on your Connected Community site to continuously drive your members/ users to your site?

  15. What successful marketing pieces/campaigns have you used to market your community and why were they successful?

  16. Feature Discussion Topics

  17. Pre-Launch Marketing • Countdown in daily news email • Personalized mailing • Soft launch at small legal conference

  18. Flyer for Mobile App • Highlights features of the app • Provides download instructions and QR codes that go directly to the app.

  19. Giveaway at Conferences

  20. GROUP DISCUSSION:What successful marketing pieces/ campaigns have you used to market your community and why were they successful?

  21. What are you doing at your in-person events to market your community?

  22. Rebranded our Booth

  23. GROUP DISCUSSION:What are you doing at your in-person events to market your community?

  24. How are you incorporating video into your Connected Community?

  25. Mobile App Video • 5-minute video that walks through the mobile app • Highlights each section • Provides download instructions

  26. Convention Highlights Video • Highlights annual convention • Advertised video in quarterly member publication, ASA for You How-to Training Videos • Short training videos on how to use each community feature

  27. GROUP DISCUSSION:How are you incorporating video into your community?

  28. GROUP DISCUSSION:Do you have a marketing tip or suggestion that we haven’t covered yet?

  29. Diana MertzSenior Manager, SectionsAmerican Staffing Associationdmertz@americanstaffing.net703-253-1171@DianaTMertzRachael BellDigital Communications ManagerNew Jersey Society of CPAsrbell@njscpa.org973-226-4494 x220@RachaelBell

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