Association Client
A trade association for manufacturers within the packaging industry, businesses that supply materials and machinery to these manufacturers, and consultants who help those looking to invest in this expanding industry.
Purpose
Since 1997, our client has aimed to foster, educate, develop, and lead its industry in pursuing technological, manufacturing, and sustainability intelligence.
Initial Situation
Association's Challenges
- Stagnant Membership and Revenue: Our client faced challenges in growing both membership and revenue, which had become stagnant.
- Geographical Spread: With its geographically spread international membership, our client struggled to grow at a pace matching the expanding market.
- Perceived Membership Value: Due to a lack of tangible benefits, membership was often viewed as a donation rather than an investment.
Approach and Strategy
Our Strategic Plan
- Focus on Annual Conference: Our client’s most extensive program each year is their Annual Conference, which attracts members and non-members globally. Our strategy began with increasing conference attendance to boost revenue.
- Revenue Investment Loop: The increased revenue from higher attendance was then reinvested into marketing and programs to attract a larger audience and build membership, creating a feedback loop of growth.
- Multi-Channel Marketing: Leading up to the conference, we implemented:
- Thoughtfully designed email campaigns
- Strategic calls to key industry stakeholders
- Engagement with the Board of Directors
- Promotion through email marketing, social media, direct outreach, and a paid marketing campaign
- On-Site Engagement:We sent our in-house communications team to the conference to:
- Take professional photographs
- Write blogs
- Post-real-time social media content to help maximize audience engagement
Conclusion
TMG’s strategic marketing and communications solutions have driven significant growth for our client. By understanding the industry and implementing a multi-faceted approach, we have increased revenue, membership, and event attendance, proving the value of our tailored marketing strategies.
Our marketing and communications services, both remote and on-site at events, have delivered proven results. Our experts understand your industry and effectively communicate the value of engaging with your membership, utilizing various approaches to grow revenue and membership simultaneously.
Testimonials
TMG has taken us to the next level in terms of communication, membership management, website design, and marketing. TMG gets to know the membership and our issues and then dives in with us to provide added value to our members – that’s what The Markens Group does best.
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.
