Transcript Going Beyond Good to Great

Going Beyond Good to Great:
Agent of Association Growth
About MGI:
• Largest North American Association
Marketing Firm
• 30 Years in Association Membership
Marketing
• 240 Successful Association
Membership Clients
• Proven Marketing Expertise
• Intensive Staff Training & Development
• Taylor Corporation-Parent Company
• Association Expertise – SHRM, ISM,
ASCD, ASTD, ISM, IREM, PCMA,
ADAA, WEF and More…
MGI Company
Information
• Locations & Parent
Company
• MGI Statistics
• Affiliations
Going Beyond Good to Great:
Agent of Association Growth
Affiliations:
• ASAE & The Center for Association
Leadership
• The New York Society of Association
Executives
• The Association Forum of Chicagoland
• The Direct Marketing Association of
Washington
• The Direct Marketing Association
• Active Members in SHRM, ASAE,
ASCD, ISM, BMA, MENC and more
MGI Company
Information
• Locations & Parent
Company
• MGI Statistics
• Affiliations
Going Beyond Good to Great:
Agent of Association Growth
MGI Principles:
• We produce measurable results
• We work only in a “win-win”
partnership
• We implement all of the marketing
programs we recommend
• We only work with “growth-oriented”
organizations
• We focus on improving the financial
success of our clients
• Core Values: Teamwork, Passion,
Leadership and Education
MGI Unique Value
Proposition
• Core Principles
• Membership
Marketing Experts
• Staff Expertise
• Association Track
Record
• Marketing Success
Going Beyond Good to Great:
Agent of Association Growth
Overall Membership Marketing
Track Record for Our Clients:
• 4,000,000 Paid Members
• $2 Billion Lifetime Revenue for Our
Clients
• More than 500 million market
exposures through our work
• Annual Client Revenue Increases as
High as 2,700%
MGI Unique Value
Proposition
• Core Principles
• Membership
Marketing Experts
• Staff Expertise
• Association Track
Record
• Marketing Success
Going Beyond Good to Great:
Marketing General and ADAA
October 2007:
• Increase Membership &
Participation
• Assess Brand Image
• Develop Strategic Marketing
Plans
• Investigate sources of New
Revenue
MGI Unique Value
Proposition
• Core Principles
• Membership
Marketing Experts
• Staff Expertise
• Association Track
Record
• Marketing Success
Going Beyond Good to Great:
Marketing General and ADAA
October 2007:
Increase Membership &
Participation
• Direct Mail Test: 100+ New
Members and Positive ROI
• Telemarketing Test: Too Soon;
70+ Total Renewals from Lapsed
Files—On Track to Break Even
• New Test of DM in March
• Conclusion: Direct Marketing is
Viable; ADAA is Viable
MGI Unique Value
Proposition
• Core Principles
• Membership
Marketing Experts
• Staff Expertise
• Association Track
Record
• Marketing Success
Going Beyond Good to Great:
Marketing General and ADAA
October 2007:
Assess Brand Image:
• No Urgent Re-branding
Recommended
• “Look and Feel” Update
• Brand Refreshed Including Logo
• Conclusion: Running Changes to
Print and Web Look and Feel will
Poise the Brand for another 5-10
Years
MGI Unique Value
Proposition
• Core Principles
• Membership
Marketing Experts
• Staff Expertise
• Association Track
Record
• Marketing Success
Going Beyond Good to Great:
Marketing General and ADAA
October 2007:
Support Vision Committee
Planning Process:
•
•
•
•
Vision for the Future Committee
Balanced Scorecard workshops
Five Year Vision Plan…
Conclusion: Vision Process Has
Been Successful for Drawing New
Growth Map and Uncovering New
Opportunities
MGI Unique Value
Proposition
• Core Principles
• Membership
Marketing Experts
• Staff Expertise
• Association Track
Record
• Marketing Success
Going Beyond Good to Great:
Marketing General and ADAA
October 2007:
Investigate Sources of New
Revenue:
• Let’s Take a Look at the Five Year
Vision Plan…
MGI Unique Value
Proposition
• Core Principles
• Membership
Marketing Experts
• Staff Expertise
• Association Track
Record
• Marketing Success