INTEGRATED MEDIA AND EVENTS
According to an industry-wide survey taken by nearly 700 senior-level association executives, organizations that had integrated communications programs felt their initiatives were above average, showed significant signs of improvement post integration, and that their members were reading most of what they received from the association.
For a communications program to be truly integrated, the association must accomplish three things:
- Have a clearly defined purpose, audience and frequency for each of its communication products.
- Create a symbiotic relationship so that each product is cross-promoted and content is effectively and strategically repurposed.
- Allow advertisers and sponsors to synchronize their marketing messages (“member touches”) across all association communication channels.