Most logos use a shade or two of one of the six primary or secondary colors along with a black and/or white companion. Logos usually take on one of three schemes: a monochromatic (shades of one color), complimentary (using two colors that contrast each other), or a triple color scheme (using three colors that are spaced evenly around the color wheel). Take a look at your brand identity pieces (your logo, letterhead, business cards) and find the most pronounced colors. Do the colors help reflect what you want others to feel about your brand?

Here’s a cheat-sheet to get started:

Red

The color red has the largest number of associations of any color. Red is associated with energy, war, blood, passion, love, protection, action, confidence and enthusiasm. It has been seen as the most stimulating color to the human eye as it raises blood pressure and respiration rates and brings images to the foreground. True reds aren’t found as often in nature, that’s why they are so eye-catching. Organizations that want to be known for speed, high energy and love should employ red in their logo. Best companion colors: white and blue.

Yellow

My personal favorite color is yellow and for good reason. It’s the color of sunshine, optimism, enlightenment, happiness, positivity and freshness. It produces a warming effect on the viewer and is often associated with food (you’ll find yellow in the logos of McDonald’s, Pizza Hut and Subway). It is the color that stands out the most when placed against a black background. Companies that want to be known for positivity and happy customers should utilize bright yellows. Best companion colors: red and black.

Blue

If you take a step outside, you’ll notice that the color that you quite often see the most is blue. Considering that the largest things we can look at on earth, the sky and the ocean are both blue, it’s not surprising that the color is associated with stability, depth, calmness, trust, loyalty and wisdom. Blue is also the favorite color of more people on earth than any other, mostly because it is the most constant. Shades of blue can offer different meanings as well, electric blues are more dynamic while dark or navy blues can be seen as cold but stable. Blue has been known to suppress appetite, so it’s not a good color for the food industry. If your organization promotes cleanliness, expertise and ease of use, blue is for you. Best companion colors: white, red and yellow.

Orange

Orange is seen as the most polarizing color of the standard six primary and secondary colors. Either you love it or you hate it for the most part. As we learned from finger painting, orange combines the energy and action of red with the warmth and positivity of yellow. That must be why so many people love basketball. Orange is highly visible, creative, enthusiastic, invigorating and healthy. The color orange also stimulates the appetite and encourages socialization. Organizations promoting good health, artistic, creative and communications companies should look to use oranges. Best companion colors: blue and black.

Green

You’ve probably heard of many companies going “green” in the past decade, so it shouldn’t surprise you that the increase in the use of the color in logos has also risen. Green is the color of nature, growth, fertility, newness, healing and money. The color occupies more space in the visible spectrum than any other color so it is the most restful color to the human eye. A natural balance of cool and warm is seen as refreshing, soothing and harmonious. A company that focuses on growth, innovation, endurance, natural products or financial expertise would do well to utilize green. Best companion colors: white and black.

Purple

The color purple combines the stimulation and action of red with the calmness and wisdom of blue (but yet the Minnesota Vikings have still never won the Super Bowl). Purple is often seen as a regal or royal color and it symbolizes power, loyalty, mystery, creativity and spirituality. Because purple is so rare in nature, it is often seen as the most artificial of all colors. If you’re marketing to kids, purple is the most preferred color to pre-teens (especially girls). Also, companies that market to women or that want to be seen as independent and creative would want to use purple in their logo. Best companion colors: yellow and white.

Now, a bit about the “companion” colors…

White

White is used in just about every logo and represents cleanliness, purity, goodness, neutrality and perfection. You wouldn’t likely use white as a main color in any logo, nor would it be seen as the main color when put next to anything but black or gray. White suggests a simplicity and safety that plays well with the colors from above.

Black

For those logos that don’t use white, they almost always use black. Obviously black is associated with darkness, mystery and fear, but it has an element of coolness, elegance and power to it as well. Black is a great companion to any bright color.

So how does your logo stack up to the psychology of color? Sometimes a simple change in the color of your logo can act as a new logo in itself. To find out what’s hot in color trends, you can visit the website of international color authority Pantone, which named Tangerine Tango as the 2012 color of the year.

The best cover songs do something to pay homage to the original, but also bring something new and original to the table that makes you want to listen over and over again. An example of a cover that didn’t do that is Gloria Estefan’s version of “Turn the Beat Around” which sounds almost exactly the same as the original by Vicki Sue Robinson. Not to harp on the Miami Sound Machine too much, but they didn’t put their own stamp on the song, which made it a remake (not a cover) and not special in any way.

The concept of marketing is nearly the same thing as playing music. Many people play music, few people write music, even fewer do it well. Chances are that your marketing strategy is not a completely original work. You didn’t invent the coupon, the brochure, the e-newsletter, the BOGO sale or the Labor Day Tent Event, but that’s okay. The thing you’ve got to ask yourself is “what am I bringing to the table that’s different from everyone who has done this before?” Here are a few oldies but goodies and a couple of ideas that might change the way you hear the tune.

“Manic Monday” by The Bangles (covered by Relient K)

Your one day sale feeds on the scarcity principle, meaning that people want to buy before the great deal goes away. A one-day “customer appreciation” event can do even more. Combine great sale prices with a giveaway or two (free hot dogs, drawings for a gift certificate, or a web-based scavenger hunt) and the needle will jump a bit more than when you have the run-of-the-mill clearance sale.

“Talk Dirty to Me” by Poison (covered by Reel Big Fish)

Alright let’s not get too graphic. Is your business casual? Do you wear sweat suits to work? Do you want your organization to be seen as a team of actual humans? Then why does your Facebook post or Tweet trying to sound like a big corporation is talking at the masses? Try this next time you’re going to shoot out the social media. Write the post as you would speak to your best friend and use your real name within the post. Here’s an example.

Calculator City’s Facebook Post:
We hear that there’s still a few kids out there using a slide rule! This is Mat from Calc City, we’ve got an amazing deal on the Canon TX-220 (Over 60% off). Click the link to learn more… or don’t, and continue using your abacus.

“Walk This Way” by Aerosmith (covered by Run DMC and Aerosmith)

Yes, this is kind of like covering yourself, but Run DMC brought the funk that Steven Tyler sorely lacked. So what’s a tried and true marketing strategy that you’ve used often? Do you pick up sales at trade shows or utilize a ton of print or web advertising? Jot down your best one or two pieces of “go-to” marketing and then ask a colleague, friend or even your kids what they would do to spice it up. Let them put on their “Run DMC funk hat” and see what kind of new angle they can bring to light. Maybe the answer is a Plinko game at your trade show booth or a new and different photo and tagline for your ad.

Any amount of time and money spent on marketing keys on receiving a return on your investment. So when you’re organization is about to play the next marketing tune, you better ask yourself if this is going to sound exactly like Gloria Estefan (sounding like Vicki Sue Robinson) or will it break the mold and blow the minds of consumers like the band Quietdrive did with their recent cover of Toto’s “Africa.”

Here’s my take on simple ways you can implement sustainable print marketing. Tricks of the trade, so to speak, that can save you money and save a bit of the planet.

Thoughtful planning = money savings

Don’t discount a good marketing plan. The more you’re able to plan ahead for the types of printed materials you’ll need, how long it will take to design them and how long the printing process will take, the better off you are. In fact, when I work on client print projects, I start by having a conversation with our print vendors to get their suggestions on material size, paper and where cost-saving factors may come in to play from a design standpoint (there’s nothing worse than being the client and getting excited about something your designer has presented to you, only to realize after the fact that it’s going to cost you double your budget to have the piece printed). Planning is a money and time-saver. Period.

Planning ahead also provides you with longevity of a print piece. For example, lets say you are putting together a view book or brochure for your organization. If you knew that you would be using this piece over the next year, you’d want to think about print quantity and assess all the potential ways this piece could be used. Likewise, if you are unsure of whether or not your budget is going to allow for you to update this piece on an annual basis, you may want to also stay away from putting any kind of dated material within the piece (including actual dates such as “View Book 2012,” etc.)

Watch your mailing lists

Whether you own your lists outright or rent them from other sources, make sure your contacts’ information is current. Keep your master customer or client lists updated so you don’t waste time printing materials for items that are going to bounce back to you from the post office. A good printer that offers mailing services will also be able to walk you through the standardization and requirement process for USPS mailing.

Also, think about using an ink-jet process to print addresses directly on your piece. This eliminates the need for labels and, in my opinion, looks cleaner.

Multi-purpose design

Work with a designer who can offer you a strategy and concept for multi-purposes. That may mean using the piece for multiple events, mailings or promotions. It might also mean using the piece as a way to provide multiple messages (from the fact that you chose an FSC printer to pointing out the piece is printed on recycled materials). If budget is what you’re concerned about, talk about using a digital press versus four-color process. Even the design file itself (heavy versus medium ink/color usage) will make a difference in the “green” factor of the piece. Talk to your printer about using water-based or aqueous coatings and ink.

I alluded to this above, but the size and shape of your material plays a role in sustainable marketing and multi-purpose design. Think about standard sizes for mailing, think about the shape and if you can use it as a self-mailer and/or stick the piece in an envelope. And don’t be afraid to let your audience know about the efforts you’ve made to provide information in a green way.

Digital proofs and printing

Not all print projects can be handled through a digital PDF proofing process, but if you’re able to do so, it’s going to save you time, money and use up less ink/paper in the long run. If you’re concerned about color proofing and you’re printing similar pieces on a regular basis, consider a mix of hard-copy proofing and digital proofing. For example, we have a client that prints a monthly color newsletter. The template we use is the same for each issue so every two months or so, we request a hard-copy proof to double-check colors. The rest of the time, we proof digitally to save time, money and other resources.

Talk to your printer (or designer) about the possibility of using print-on-demand. Print-on-demand can vary between printers, but it’s more or less a way to store your electronic design files and print them in the quantities you desire (digitally) when you need them. It lessens the burden of having too many extra pieces (paper waste). It also helps if you’re not entirely sure how long of a shelf life your piece will have.

Know your audience

Don’t underestimate the power of social media or other electronic mediums. Sometimes there are valid points and reasons for choosing to run your marketing materials in print. Just be sure that you’re confident about the audience you’re trying to reach and how responsive they’ll be to the tool of your choice. If it makes sense to allocate resources into great online graphics and design in order to present your message electronically, I say go for it. And sometimes, it’s a mix of both–electronic communication and print. Know your audience and your desired outcomes and you should be well on your way to eliminating unnecessary waste and maybe, keeping a few bucks in your own pocket (or budget).

Me: Are you active on social media?

Potential Client: We have a Facebook page.

Me: And who is in charge of posting to your Facebook page?

Potential Client: Well, we don’t really have anyone in charge of that.

Me: Well, tell me a little bit about how your Facebook page came to be and the kind of content you do post.

Potential Client: I’m not sure who started it. We don’t post regularly. It doesn’t really seem to be working for us.

If this sounds anything like your organization’s current status when it comes to social media–Facebook in particular–this post is for you.

Starting a Facebook page isn’t going to automatically change the perception of your brand or garner myriad of followers. It takes work. Setting up a Facebook page (or any other social media profile, for that matter) is like opening a bank account. Money doesn’t just magically appear in your account; you need to do something to generate income.

Think about your bank account: You set up your account with all of the pertinent information. Your name, your address, your phone number. You even put an initial deposit into your new account. Excellent. Time to watch your money grow.

Not exactly.

In order for you to get a pretty good return on your investment (and I’m talking a simple savings account here…nothing crazy or I’d be working in another industry) you need to continue to put in a decent amount on a regular basis–and slowly but surely, your money will increase.

The same is true when it comes to using Facebook, or any social media platform, in conjunction with your membership marketing. A successful membership marketing campaign that utilizes social media takes time and investment. You need to dedicate resources in order to make it work.

Before jumping into social media as part of your membership marketing strategy, ask yourself the following questions:

• Who are you trying to reach?
• What are your measurable goals as related to your business plan?
• What is the best platform(s) to reach your target audience and your goals?
• How can you utilize social media, in collaboration with other marketing tactics, to reach these goals?

You may not have the answers to these questions right away. That’s where research and online listening come into play. Take time to develop concrete answers to the four questions above and then develop your social media strategy. Don’t get hung up on the amount of followers you have within your social media platforms. If your only goal is to increase the number of fans or followers, you’re playing by the wrong rules. So what if you have 600 people who like you on Facebook? What are you doing with them? Are they engaged in your content? Are you even producing content? Did they all come from a contest or other blitz to garner more fans (and in reality, don’t really care about your organization)?

According to Facebook, the average user is connected to 80 pages, groups and events. Even if you gain their support on your organization’s Facebook page, how are you going to wow them? How will you keep them involved? What do you want them to do after they get there?

How will you move forward to make sure your membership marketing strategy does put money in the bank?

What is an editorial calendar

An editorial calendar is a tool used to organize content, article placement, due dates, staff responsibilities and word count. Your own content calendars can be as simple or robust as you need them to be. And, depending on the type of publication and content you’re producing, each content calendar may track slightly difference sources of information.

Your publication type will also determine how far out you should plan within your editorial calendar. For instance, if you have a quarterly magazine or monthly newsletter, you may want to develop an editorial calendar that spans 12 months. If you’re tackling multiple blog posts a week and want to set them up in an editorial calendar, a one-month time frame may work best in order to keep content fresh and relevant.

Keep content organized: master vs. single publication editorial calendars

Master editorial calendar

Setting up a master editorial calendar allows you to track the different outlets used to publish your content. Your master calendar also shows you where you may be able to re-purpose that content. You don’t always have to reinvent the wheel, so to speak, when it comes to content creation. When putting together a master content calendar, consider the following:

• What are all the tools you use to communicate your messages?
• How often are these tools used or messages published using these tools?
• Who is responsible for these tools and messages?
• What are the key words you want to focus your messaging around?
• Who do you communicate to?
• Are there important holidays, events or other dates to consider when developing content?
• How far out will you plan your content?

Now that you have a sense of the information you’ll need, you can start putting your calendar together. This will require a spreadsheet, word processing table, flip chart, desk calendar–anything you feel comfortable using to track and manage all of this information. Keep in mind that you’ll go back and forth between your master editorial calendar and other project calendars. You’ll want to have the flexibility to update the document frequently. I develop all of my master editorial calendars using Excel spreadsheets. Works fabulous.

Here’s an example of a master editorial calendar setup:

Keep in mind that your master editorial calendar’s job is to give you a snapshot of your work, timelines and topics. Each tool you use to communicate your message can be drilled down in further detail to include specific content information. If you’re not comfortable mapping out daily content, you might start with monthly content columns or even weekly columns to track content.

Single publication editorial calendar

Once you have your master editorial calendar set up, it’s time to drill down and flush out your individual publication calendars. Again, each tool you use to communicate your message is different and will vary between information needed and tracked on individual editorial calendars. An editorial calendar for a blog, for instance, may have posting dates, authors, key words, topics, suggested tags and an abstract or description for the post’s general flow. An e-newsletter’s editorial calendar may also include many of these same pieces of information as well as specific outlines for sections within the e-newsletter.

The example below demonstrates what an editorial calendar might look like for an organization’s quarterly magazine or newsletter:

You could also break out this same type of editorial content with exact names of columns and features if your publications have recurring themes, articles or columns.

Use your editorial calendars to compare how often you’re reaching your key audiences and what messages are being shared. Editorial calendars are also great when it comes to marketing campaigns, new product promotions or events. With your editorial calendar in place, you’ll already have a sense of your timeline and where it might be appropriate to talk about these things in various spaces.

For tips on developing the right content for your organization, check out “Content marketing steps to take today” or my free eBook, “Stop Selling: A Content Marketing Guide.”

A social media divide

Businesses who have already embraced social media and are using it well already have a leg up in 2012. The social media party is an open invitation and those who choose to RSVP sooner, rather than later, will see increases in everything from sales to consumer loyalty and positive brand perception. Businesses that utilize social media will move far past those that do not, creating a greater social media divide. Social media is not new anymore. Now, customers are looking to businesses to offer solutions to pressing needs, problems and desires. Businesses that rise to the top in 2012 will not be the ones looking at what they can gain from their online communities but rather, how they can prove they are focused on helping their customers fulfill a need.

Content remains king

Businesses that take time to find out what their customers want—and provide it—will win over those that don’t. Content remains king in 2012 and those with purchasing power will have no problem looking elsewhere if they don’t find it where they need it. Those who are vigilant in providing consistent, timely and unique content across multiple mediums will thrive over those still struggling to come up with a content plan. It’s not enough to just blog anymore. Updated social media posts won’t cut it alone. Uniqueness will shine through and consistency is of utmost importance in 2012.

Mobile marketing

You won’t hear “there should be an app for that” much in 2012 because most likely, there already is one (or someone is working on it). Businesses that embrace mobile applications, mobile marketing and content customized for mobile viewing (think mobile-friendly websites and landing pages) will win out in 2012. More, now than ever, customers are on the go and getting their content through their mobile devices. In fact, Gartner Inc. predicted that by the end of this year, the number one way consumers will interact on the Internet will be through tablets and smartphones. If the first part of 2012 is spent optimizing current content for easy mobile access, the second part should be strategizing additional mobile tactics such as geolocation, brand-specific apps or mobile purchasing opportunities.

Traditional marketing

Organizations that step out of their boxed-in-traditional-media concepts (think print ads, coupons and direct mail pieces) and embrace well-rounded campaigns that include engaging content and social media are the ones to watch in 2012. Because social media has lost a bit of its shiny allure, companies will need to focus on strategic traditional marketing, coupled with online strategies, for a robust, integrated marketing package. Integration of marketing tools will prove big in 2012.

Risk is worth it

The companies and organizations that move past “we can’t afford that” and decide to invest in their people and products will move ahead in 2012. Whether it’s addition of staff, investing in solid branding and design, or stepping on to the social media scene, businesses that choose to put it all on the line, so to speak, will see dividends multiply as they soar past their competition. Big risk will reap big rewards.

Other predictions to note

On an organizational scale, savvy companies in 2012 will come to appreciate the need for content specialists, social media strategists and chief content officers. Strategies will be developed that center around customer engagement and customer service. The notion of typical “nine-to-five” responses and requests will be replaced with real-time engagement.

Authentic voice will also rise to a new level in 2012. Businesses that move out from behind corporate speak and show real personality will win the hearts of customers. This will also be true for companies that embrace non-traditional work schedules, telecommuting and flexible schedules for employees. It makes perfect sense as the need for 24/7 monitoring and communication with customers becomes more prevalent.

So there you have it—my predictions for successful marketing in 2012. How will you choose to dive in and make in impact this year?

There’s lots I’ll remember about 2011. The fact that I work in a fun, fast-paced industry is not lost on me. Sure, it can be cut-throat and challenging at times, but what job isn’t? What I’ve come to embrace and enjoy this year are all the wonderful resources at my fingertips, the amazing companies that also do what we do, and the constant change in trends (frustrating as they can be at times). There is constant learning to be done every day and I love that.

I’ve also learned that I am not immune to the stress and emotional roller coasters that social media can bring. Even as a marketer that knows how important social media is, I’m a person just like the rest of you who, at times, feels like I jumped back in to high school and didn’t get invited to the popular kids’ party. This year, I learned it’s OK not to be a part of it all and to really filter out/in what you think is important.

I was also introduced to some fabulous resources and information this year. I made it my mission to get away from my computer screen and learn through good old fashioned print (well OK, in addition to the blogs and other online resources I browsed each day). In 2011 I fell in love with HOW magazine, Tina Fey’s book “Bossypants,” Chief Content Officer magazine and the book “Engage!” by Brian Solis.

But the one thing that was the most powerful for me in 2011–the one thing that taught me the most about myself and my business–is that I’m only as great as the support around me.

My support team rocks

Our interns this summer were fabulous and so were all of the freelancers and consultants we partnered with during 2011. I was fortunate to have partnered with some rock stars including Shannon Neeser and Jodi Osmond, Dave Yankowiak, Sarah Sladek and Catherine Jensen. I am fortunate to have great friends and colleagues in the industry. But I could not do what I do each and every day without the love and support of my family. I am not typically a mushy person, but it truly needs to be said. I leaned on my family a lot in 2011 and I am grateful for their unending love and support.

So enjoy these last few days of 2011 and think about what you’ve learned. We are all successful because of the special people in our lives, whoever they may be. Be sure let them know your appreciation.

Cheers to the New Year. See you in 2012!

New design projects can be fun and exciting. Fresh content, new colors, solid designs that reflect the brand you’ve worked so hard to establish. But design projects can also run wild without careful planning in order to deliver the right end-product on time and within budget.

I work on a lot of design projects and if I had to guess, I’d say at least 60 percent are still printed pieces. And I’ve been around long enough to know what works and what doesn’t when it comes to planning and getting design projects off the ground successfully. Budget can be a huge factor, but so are things like your timeline, the folks you have working on the project and what your ultimate goal is for the end result.

In my eyes, if you get the following five pieces in order before embarking on your next design project, you’ll be golden. (The following suggestions pertain specifically to printed design projects, but they can be modified to meet the needs of other design projects as well).

1. Budget

Here’s the deal: It is really hard to give clients a quote on what things will cost without a sense of how big their mailing list is, how large they’d like the printed material to be (size and page quantity) or if we’re talking digital vs. off-set press. Before starting a printed design project, consider your budget. A good designer will also work with you to offer you cost-effective options (such as digital printing vs. off-set) and size suggestions. It’s not fun to figure out at the end that the designed piece is going to cost twice as much to print or mail than you originally had anticipated. Whether you use an in-house designer or agency, be forthcoming with your budget so you’re not scrambling to fix things at the last minute.

Also, be realistic with your budget. If you mailing quantity is non-negotiable and you have a small budget, you may need to print digital. If you have a smaller mailing list or no mailing list at all, you may be able to print off-set and make your piece larger and/or full-color.

2. Timeline

There are a variety of factors that contribute to design timelines and typically, the faster turnaround, the higher the cost. If you have the resources to do so, plan out your design projects (or any project, for that matter) ahead of time. Utilize editorial and production calendars to backdate things from the date you want the piece in the hands of your audience. Take into consideration whether or not the piece will be mailed and at what rate (bulk, standard, first class), how many days will be needed to prep files for print, and how long it will take to go through the initial content and design proof process. Below is an example of a production calendar template I like to use:

3. Purpose

There have been a few times where I’ve worked on a printed design project only to be sticking in multiple URLs, QR codes or other links to websites and additional electronic information. Cross promotion is great, but make sure you’re considering the purpose of your printed piece. If your goal is to reach an audience with limited access to online tools (or no affinity to using them) keep your electronic links and pushes to a minimum. Other areas to consider with regard to purpose:

• Is the piece designed to educate, entertain, or promote?
• What is your call to action, what do you want your audience to do/feel?
• Who are you trying to reach (and is this the best way to do it)?

4. Editors

You will want multiple eyes on your design projects–from aesthetics to grammar and fact-checking. Decide who makes the final decisions on your piece and prepare your editors before the projects begin. Their schedules will play a role in that timeline listed above as well. My suggestion is to keep your editing team to a minimum. Decide who your key decision makers are for the project and keep them in the loop. Everyone will always have an opinion and see room for change, be mindful of that as it will affect your timeline and ultimately, your budget.

5. Evaluation

It seems like every “x steps for…” article has an evaluation component. As they should. Print materials have gotten a lot of flack with social media, e-marketing and mobile campaigns pushing through. You may be perfectly correct in knowing your audience well enough and the purpose of your piece to warrant keeping it in printed form (or possibly a print and electronic version). Don’t wait too long to evaluate your piece, however. Figure out what success looks like and track your piece accordingly. Talking with your audience is key. In cases of newsletters and other scheduled publications, audience and readership surveys can be beneficial to evaluating the success of your piece and the value it has to your audience.

For more information on setting up

Now is the time to start thinking about your goals for 2012 and what you want your association or member-based organization to look like in the coming years. Will you be able to sustain your current membership or funding goals? Do you need support in attracting a younger demographic or engaging Gen X and Gen Y as your Boomers move on and enter retirement?

There are many pieces that fall into membership marketing. We recently partnered with Sarah Sladek, CEO of XYZ University and author of “The End of Membership As We Know It,” to offer membership marketing for our clients. With more than 25 years of experience working for and with associations, our team understands how associations work, how to develop meaningful relationships with members and how to create a successful strategy for association growth.

Your members want a return on their investment. They want to see the value in their membership. So how do you create value with membership marketing? By utilizing and developing plans in multiple areas and disciplines. Consider the following three areas:

Social media, websites and mobile marketing

Social marketing is here to stay. Your members and potential members are hanging out online. Create value by providing them with engaging content and reasons to interact with you. As you think about your organization’s goals, also consider your current Web presence. Are you engaging with your audience? Are they talking with you? Are you giving them opportunities to do so by maintaining a Facebook page, blog or other means of engagement?

Brush up on your social media statistics and understand what they mean for the audience you’re trying to connect with. Social media is not just for the young and hip. There are great ways to connect with everyone in your membership base through your website, social media channels and use of mobile marketing. The key is to have a great plan in place and people to execute those plans for you.

Membership campaigns and promotions

Word of mouth marketing has come a long way since your organization began. Promoting your association and tapping into new members requires out-of-the-box thinking and new directions for your marketing and communication strategies. Ideas include outreach or advocacy campaigns, new product/service offerings and networking events (think live Twitter feeds, social meet-ups and speed networking). It all goes back to your target audience–who are you trying to reach and how will you get there?

 Strong brands and identities

Does what you stand for resonate with your current membership? How about your ideal members? Are you touting values that are still relevant today or that have followed from year to year because that’s what has been done in the past? Do you assess your current logo, website and brand identity on a regular basis?

Associations rely on relationship-building to grow membership and your brand is an integral piece of that process. Keeping your brand at the forefront of everything you do can help evoke and maintain emotional attachments and a sense of purpose for your members. Make sure that your identity grows with your membership. Make it appealing for new members to join, current members to stay and outside audiences to understand what you’re all about. Strategies include:

• Defining your core values
• Assessing current visual identity systems
• Researching and developing key message statements
• Updating online presence–website, e-marketing, social media

Outline membership value in your marketing plan

It can be a daunting task to communicate with your membership. And it’s likely that they are grouped in to various demographics. Recruiting new members and staying engaged with current members takes many moving parts. Allocation of resources is critical as is establishing an effective, workable plan to drive results. In addition to the three areas above, you need a stellar marketing and communications plan. Elements of your planning process should include:

• Targeting your audiences
• Analyzing your competition’s strategies
• Researching your audiences’ preferences and perceptions
• Shaping your brand and core messages
• Understanding and stating the unique value you provide
• Developing work plans and budgets to support goals
• Evaluating results

Don’t be overwhelmed. These are elements you can take on yourself or hire out which is exactly why we are so excited to be a part of this new partnership. We have been developing marketing strategies and plans for associations, nonprofits and member-based organizations for years. It is a perfect fit for the services we already offer our clients. So whether you’re looking for a membership marketing firm of record, or for resources like this post to get you started in your own planning, know that we are here to listen, help and offer advice to push your membership marketing to the next level.

Here’s to a prosperous 2012!

“Today we talk about mobile, social, marketing, public relations, advertising, direct mail, email, customer service, and sales as if they’re working in silos. But 2012 is the year it needs to integrate. Customer service can’t do its job without talking to sales. Sales needs the help of public relations. And mobile can’t live without marketing. You’ll see these disciplines all work together, as if they’re in a circle, and not in silos.”

Marketing in 2012

I agree wholeheartedly that these marketing pieces need to work together (it’s the exact reason I started Allée five years ago), but I’m not convinced integration across all disciplines will be a trend in the truest sense of the word in 2012. Successful organizations have already figured out that sales, marketing, advertising, PR and social media should all be talking together. And for those that are still working in silos, I think it’ll take more than a trend prediction to move them in the right direction.

To me, there are three types of companies:

• Company 1 already understands the importance of integrating across marketing disciplines and has the resources to do so
• Company 2 also understands the importance of integration but hasn’t figured out the best way to implement the pieces (or is lacking resources)
• Company 3 isn’t interested in integration and likes doing things “the way we’ve always done it” (or leadership likes the way it’s been done)

So how do we help Company 2 and 3? For the sake of time, I’ll concentrate on Company 2 (and my suggestions go for Company 3 as well). Company 2 gets it but struggles to make integration work when it comes to sales, marketing PR and all that jazz. Whether it’s due to a lack of resources or quite possibly, the enormity of the organization, Company 2 is still missing the pieces that will move them forward. It starts with three core components: a plan, communication and support.

A plan

You can’t sell without a plan and you can’t market your brand without understanding your goals. Your strategic plan should focus on what you want to accomplish, how you’re going to accomplish it, and what success will look like in the end. A strategic plan should also identify ways that each department or key area/discipline will be involved. And you probably have one. But do you make it accessible? A strategic plan should be shared–with everyone.

I once worked for an organization that drilled its strategic plan into its staff on a quarterly basis. It was reviewed at every all-staff meeting. They were big on integration and wanted everyone held accountable (and knowledgeable) for the goals they were trying to accomplish as an organization. And it worked.

Don’t keep your plans in drawers for your C-Suite; share your plans and goals with your entire organization so they have something to work toward and understand how they can collaborate with others.

Communication

Are there set roles for the people in your departments? If someone needed a direct mail piece sent out next month, would they know who to ask about it? Integration across disciplines can be hard enough, so it’s imperative that you have good communication systems in place first. Incorporate a variety of ways for departments to cross-function and communicate. Company email and newsletters are great, but think about taking those a step further by allowing for all-staff meetings, open discussions via a closed social network or Skype chats. Another example: Open up your sales meetings once a month to include your marketing team. They’ll have a new outlook on what your sales team is accountable for and what they are looking for in ways of support. It’s also a great way to have conversations around what your customers want.

Support

Don’t waste your time playing the blame game. Sales can be mad at marketing, marketing can be angry at sales and management can be blaming them both. Support one another and understand that everyone plays an important role in the company’s success.

Integration across all disciplines is cost effective and smart. You shouldn’t be running a social media campaign without knowing your sales goals, your strategic plan or what direct mail pieces are going to drop next week. Your sales team should know what marketing channels you use and likewise, your marketing team should take a note from sales to understand what customers want. It all works together.

So rather than talk about integration across disciplines as a trend, let’s push forward and skip the trend–let’s make it the new norm.

Think about your own organization. What do you think the key to success is when integrating across disciplines?