How to determine what Buttons to Push to make them pay attention?

Transcription

1 Your Members: How to determine what Buttons to Push to make them pay attention? Although it sounds simple, the value proposition process is a shift for most associations, who traditionally plan from the inside out thinking association staff and leaders know what their members want, and that the board of directors represent their target audience. Those who shift their thinking to planning from the outside in starting with what members most worry about and need in their business (versus what they need from the association) leaders begin to think, plan for, talk about and deliver a more relevant portfolio of services, tools and education. The value proposition offers members a sound rationale for joining, belonging, contributing, attending all that an association provides. The proposition helps differentiate why the member should choose this association, a competing organization or nothing at all. The process follows seven- steps that will help associations discover, identify, declare and, deliver a value proposition that will aide in organizational planning and membership growth & loyalty. The outcome is a clear, direct proposition that is relevant to the association s important audiences (answers both their concerns and needs) and represents what the association does well today. The physical outcome is a collection of deliverables that help tell the association s story of relevance in a concise, messaging platform a paragraph or two with supporting statements of credibility. Measurements Early in process, decide what specific problem you want to solve. Seems like a funny first step? Some associations believe they need a value proposition to get staff to unify around a new approach; others need to articulate all of this better. Once you know specifically your real motivation for the work, then you can determine reasonable measurements for your progress. We use measurements like these: 1) We establish three concrete goals prior to execution of the project that the value proposition will fulfill to be benchmarked after the campaign execution 2) Survey of members perceptions and priority via feedback on value points prior to the campaign as a baseline (step 1 of the proposed process) 3) Member Survey again twelve months after the campaign is launched 2012 Melynn Sight 1

2 4) Staff and board will be surveyed to ascertain how the proposition benefits internal processes and decision- making after development and execution of the campaign and the achievements of goals established above. How did we develop this process? Our process blends formal learning from respected sources, and hands- on work with a dozen associations who helped to shape this 7- step process. Many smart, forward thinking Association Executives helped nsight Marketing uncover what associations were struggling with, and what they needed help to accomplish with outside heads in the game and the realization that this process needed courageous facilitation. Since this process is changing thinking, task force members will want to fall back to traditional ways to look at member benefits. We change that paradigm in this workshop. Associations across the country are considering value proposition the most meaningful step toward sustaining their association. A well- researched and crafted proposition guides strategic planning, staff communications and a unified approach to committee work. Aligning association work to members needs and not association goals, is a radical shift in thinking. This change in perspective has helped associations question everything and rethink how they plan, organize and set goals for their business. The steps in the process: 1. Association Executive assembles a value proposition task force. 2. Member Research we conduct a survey of membership on specific points of value, importance of key association deliverables, and satisfaction of the most important ones. 3. One- hour webinar for the task force and leaders: Seven Steps to Developing Your Association s Value Proposition. Participants will be clear on what a value proposition is and is not, and an overview of the process we will follow. 4. Task force, AE, key leaders and facilitator (Melynn Sight) will assemble for a full day, onsite workshop to work through the first four steps of the process (Identify important target audiences, identify personas and their concerns/wants, and discuss the association s core competencies). 5. Creation of campaign options and messaging (including graphic representations of the value proposition). 6. Delivery of digital and print collaterals for chosen campaign message. 7. Creation of a full campaign plan to communicate the message (work with the association on options). 8. Presentation to the executive committee to review the results of the project Melynn Sight 2

3 9. Present a follow up plan for incorporating the value proposition into the association s communications and into committee work and strategic goals. 10. Presentation to board of directors on how leadership can champion the message. 11. Final survey to members six to twelve months after campaign deployment. Milestones and Budget: Part One: Kickoff meeting via phone with Chief Staff Officer Discuss the processes to engage and foster buy- in and attention by key leaders and stakeholders. Prepare for member survey and deploy based on a specific survey question set for this purpose. Review of the association s strategic plan, vision and mission statements. One- hour webinar Seven Steps to Developing Your Value Proposition for staff and task force members. Part Two: Collect and review/assemble feedback from members Full- day, live messaging session on location Steps 1-4 of the 7- step process Part Three: Every association will differ on the way we gain approval for messaging. This will be finalized early in the process. Present draft of value proposition to Chief Staff officer and other key stakeholders may be president, staff Refine the statement as necessary Meet with task force to present messaging to them Take first draft of value proposition to Association Executive and other designates. Part Four: Using association conversations about personality and approach, develop and present graphic options for the campaign. Three options will be presented. Revision process for the proposition, key messages, and finalizing the campaign Melynn Sight 3

4 Take recommended value proposition to board of directors and committee chairs with explanation of background and process to be used going forward o Suggest how to incorporate the value proposition into committee work o How the value proposition impacts strategic and operational planning Work with communications/marketing/ed on the process for communicating the campaign and integrate into communications plan. o This could range from handoff to a communications committee to aiding the communications director in creating a plan. Part Five: Campaign implementation. Part Six: Review goals as set out in Part 1 of this timeline. Budget: The program can be tailored to your association s needs. Fees range between $6,000 to $10,000 depending on the scope of your campaign. A clear, concise value proposition will change the way an organization approaches their business. It forces the association to evaluate services and products, communications with members, and all internal decisions from the members point of view. This is a significant shift for most associations. It leads to stronger member satisfaction and clearer internal communications with higher member retention and potential for growth. Please call me if you are interested in a Value Proposition Project at your association! Melynn 2012 Melynn Sight 4

5 About Melynn Sight Marketing in Corporate America consumed most of Melynn's experience and credentials. She learned marketing in two highly competitive industries: high tech and legal services. After 25 years at Xerox and a large Kansas City law firm, Melynn launched began nsight Marketing, Inc. to partner with not- for- profits to help staff and leaders find a united voice. She helps associations create a compelling promise, and communicate their value proposition. Melynn uncovers communications obstacles and helps to overcome them and connect better with their members. Melynn is proud of nsight Marketing s collaboration with association professionals and other small businesses to win several awards for her work with association new member campaigns. She writes a regular column in two association publications in addition to her own newsletter and blog. Melynn believes in giving back to the community. She is a member and past president of Overland Park Rotary Club and a trustee of its Foundation Melynn Sight 5