Association Client
A trade association that serves manufacturers and suppliers of a niche industry dedicated to providing essential communication, training, information, and standards for businesses involved in or supplying to their industry.
Purpose
Our client’s mission is to uphold high standards in their industry, offer visionary leadership, enhance education at all levels, and promote the industry's best interests.
Initial Situation
Association's Challenges
- Inconsistent Leadership: Frequent changes in Executive Directors by their previous AMC led to instability.
- Post-COVID Struggles: Difficulty in reaching membership and attendance goals post-pandemic.
Specific Pain Points:
- Outdated contact database
- Travel restrictions for member companies during COVID-19
- Lack of prospecting efforts
- Communications without a cohesive strategy
- Clunky database and registration/payment process for events
Approach and Strategy
Our Strategic Plan
Formation of Committees
-
- Program/Event Committee: Curated must-see content for the annual conference and fall workshop.
- Marketing Committee: Created marketing materials and communications to engage members.
- Membership Committee: Conducted membership drives and tracked new prospects.
Engagement Initiatives
-
- Monthly meetings to discuss progress.
- Utilized an integrated marketing campaign to encourage event attendance and new memberships.
- Reinstated an award program to increase engagement and conference attendance.
Database and Communication Overhaul
-
- Replaced the old database with a new integrated system for easier use.
- Developed a communications schedule to streamline efforts.
Social Media Strategy
-
- Initiated a social media strategy to boost membership and event attendance.
Event Enhancements
-
- Secured a keynote speaker through industry contacts, leading to new memberships.
- Increased sponsorship revenue by 14% from 2023 to 2024.
The results
Changes and Improvements
Increased Engagement: Active participation from the Board, committees, and members.
Membership Growth: 5% membership increase over 12 months.
Record Conference Attendance: Achieved the highest event attendance since 2019
Long-term Impact
Sustainable Growth
Committee Implementation: New committees were instituted in June 2023, leading to structured goals and consistent progress.
Financial Health: Transitioned from a COVID-19 loss to a modest surplus.
Ongoing Growth: Continued membership and conference attendance growth.
Award Program: Successfully launched in 2024.
Conference Attendance: Achieved record-breaking attendance.
Future Plans
TMG's Role in Future Growth
Social Media Monitoring: Launching a new social media page while evaluating its impact on membership and event attendance to inform future campaigns.
Website Redesign: Planning a website overhaul to enhance user experience and engagement.
Conclusion
TMG’s strategic approach and tailored solutions have significantly revitalized our client’s membership development, engagement, and outreach efforts. Our client is well positioned for future growth and success with increased member participation, record-breaking conference attendance, and improved financial health.
Testimonials
The Markens Group has provided outstanding service to our association and its Board of Directors for nearly a decade. We’re not a large association, but TMG treats us like we are. They are supportive, knowledgeable, and truly engaged with our activities. They have even received standing ovations at conferences for their overall support.
Laura Wright
Board Chair, Flexographic Pre-Press Platemakers Association (FPPA)
TMG has spearheaded our industry’s representation on national initiatives and organizing annual meetings that are both entertaining and educational. Even better, the entire TMG staff has been ‘on point’ whenever we have a need.
Darryl Carlson
President, Royal Paper Box Co.
Board Member, Paperboard Packaging Council