Category Archives: Marketing

The Four Steps to Creating a Public Awareness Campaign

By: Rachel Luoma, CAE and Brianna Barnebee

Many associations include advocacy as part of their mission. There are the standard methods, such as lobbying, working with allied organizations and communicating with regulatory agencies.

But, what happens when the association determines it wants to start messaging directly to the public?  Where do you start as an association? Continue reading The Four Steps to Creating a Public Awareness Campaign

Hitting Your Target Market… In A Special Way

By: Lisa Kamper

People know they can get general news and information from a variety of sources today, but often they rely on trade and professional publications to stay up-to-date and current in their related field. Trade publications speak to a very specific group of people. Companies and manufacturers that sell industry specific tools or products look to advertise in trade publications because they are confident their ad will reach readers who are more interested in their product.

In today’s market companies are not limiting themselves to only traditional print and web advertisements; they are looking for more specialty advertisements and ways to make their products stand out from other manufacturers who sell the same or similar products. Continue reading Hitting Your Target Market… In A Special Way

What’s Your Marketing Strategy?

By: Ricki Sexton

Why do we love jingles, and slogans, and catchy advertising?  Because somewhere, in that mystery building “somewhere”, there is a person who is designing campaigns that draw us into them, over and over, for years. Coca-Cola has been in business since 1892.  In 123 years, there has been numerous marketing campaigns.   Whether you are a Coke or Pepsi drinker, the branding of the white Polar Bear “Always Coca Cola” stands out in your mind, if you’ve watched any TV in the last 20 years. Why?  Marketing genius.  What makes for a successful marketing strategy?  Karen Klein offers up these top strategies to market your product: Continue reading What’s Your Marketing Strategy?

Glass Slippers and Branding

By: Shelly Sobol

Once upon a time, in a land far, far away….

While the actual stories have changed from the time we were children, the idea of storytelling hasn’t. We tell stories to make sense of the changing world around us and to remind the listener of shared values (or values you want to instill upon them). You can use these same storytelling skills when determining a branding plan for your professional image. My goal today, is to share how to brand your organization by storytelling, and telling those stories through images (versus text/infographics/video or other mediums).  Continue reading Glass Slippers and Branding

It’s all about that green, ‘bout that green…

By: Christina Welty, MA

St. Patrick’s Day – lots of history, celebrations and definitely green everywhere!

According to the History Channel, Saint Patrick (the patron saint and national apostle of Ireland) was actually born in Roman Britain.  He was kidnapped and brought to Ireland as a slave at the age of 16.  He later escaped, but returned to Ireland and was credited with bringing Christianity to its people. Perhaps the most well-known legend is that he explained the Holy Trinity (Father, Son and Holy Spirit) using the three leaves of a native Irish clover, the shamrock.  Continue reading It’s all about that green, ‘bout that green…

What Do Wine and Membership Have in Common?

By: William Lessley

002A few years ago, I tried desperately to get “into” wine. Wine was the new thing that everyone was suddenly all about. There are so many choices when it comes to the vino; where do you begin? There are opinions on whether white wine is better than red, what pairs best with fish, beef, pork, or dessert, and if wine under $10 a bottle is even worthy of being considered “real wine”. If you ask 20 people which wine is the best white or red wine, you’ll get 50 different answers. Continue reading What Do Wine and Membership Have in Common?