The Building Owners and Managers Association (BOMA) International publishes an annual membership directory that is mailed to each of their 19,000 members. In 1998 and prior, BOMA International was working with an independent contractor with pre-existing industry relationships to publish this 600-page publication. Despite the independent contractor's existing relationships within the industry, only 12 pages of advertising were sold in the directory. With a distribution of 19,000, the directory was extremely costly for BOMA International.
In 1999, Naylor began publishing BOMA International's annual membership directory. Naylor developed a sales plan to sell both national and local, industry specific advertising in the directory. Naylor capitalized on the fact that BOMA had 110 chapters, each with its own unique supplier members and allocated one page of business card advertising per chapter. In addition to improving the sales cycle and printing process for the print publication, Naylor also identified a need for an online component and worked with BOMA to develop BOMA’s Online Buyers’ Guide.
In 1999, Naylor sold 104 pages of advertising compared to 12 pages the previous year by the independent contractor - and this sales success only grew over the years. In the 2005 issue, Naylor sold 213 pages of advertising, a 1,675% increase in ad pages from 1998 to 2005. Naylor’s online venture with BOMA was also met with great success. The BOMA Online Buyers’ Guide became Naylor’s largest online project - generating over $250,000 in revenue and garnering rave reviews for the association and industry alike. Naylor publishes several of BOMA International’s print and online publications, including BOMA’s Convention Directory, Membership Directory, Online Buyers’ Guide and Online Membership Directory. Naylor is a longtime sponsor of the annual BOMA Association Executive Conference and the annual Winter Business Meeting. In 2007, BOMA International re-signed to continue its relationship with Naylor for another six years.
