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- Outdated contact database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
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.
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.
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.
