{"id":4843,"date":"2015-09-10T09:45:32","date_gmt":"2015-09-10T13:45:32","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=4843"},"modified":"2015-09-10T09:45:32","modified_gmt":"2015-09-10T13:45:32","slug":"integrated-communications-tend-to-outperform","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/integrated-communications-tend-to-outperform\/","title":{"rendered":"Associations With Integrated Communications Tend to Outperform"},"content":{"rendered":"<p>From social to mobile to online, print and live events, it\u2019s not easy integrate all of your organization\u2019s communications channels. But research shows it\u2019s worth the effort. Based on responses from leaders of more than 1,000 North American associations across nearly 100 industries who take part in our annual <a href=\"http:\/\/resource.naylor.com\/benchmarkingsurvey_LP\" target=\"_blank\">Association Communication Benchmarking Study<\/a>, associations with integrated communications are outperforming other associations in a wide variety of measures. For instance, those with integrated communications are:<\/p>\n<ul>\n<li>More than <strong>three times as likely<\/strong> as other organizations to say that they\u2019re utilizing content effectively across all of their communication channels,<\/li>\n<li>Far more likely to say members consider their <strong>communication programs \u201cbest-in-class<\/strong>,\u201d<\/li>\n<li>More likely to believe members are <strong>reading at least half of all communications efforts<\/strong> sent to them,<\/li>\n<li>More likely to be generating NDR successfully,<\/li>\n<li>More likely to be measuring their communications consistently<\/li>\n<li>Less likely than other associations to say they need to create more relevant content<\/li>\n<li>Less like to say they need to do a better job of understanding reader\/advertiser needs<\/li>\n<li>Less likely to say they need to engage with new or younger members of their profession<\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-4851\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/09\/Did-You-Know-Sept-2015.png\" alt=\"Did You Know Sept 2015\" width=\"606\" height=\"382\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/09\/Did-You-Know-Sept-2015.png 1012w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/09\/Did-You-Know-Sept-2015-300x189.png 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/09\/Did-You-Know-Sept-2015-768x484.png 768w\" sizes=\"(max-width: 606px) 100vw, 606px\" \/><\/p>\n<p>Our definition of \u201ccommunications integration\u201d has three key components:<\/p>\n<ol>\n<li><strong> Each communication vehicle has a well-defined frequency\/message\/audience\/purpose.<\/strong><\/li>\n<li><strong> Content is cross-purposed and cross-promoted as appropriate.<\/strong><\/li>\n<li><strong> Advertisers have the ability to coordinate their buys across all channels.<\/strong><\/li>\n<\/ol>\n<p>When we asked respondents what they would do with an unexpected 50 percent budget windfall, content integration often came up. We would \u201cImplement a website content strategy and train all content creators,\u201d said one. Another said \u201cwe would go back to printing certain key pieces rather than being nearly 100 percent digital.\u201d Yet another respondent hoped to \u201chire a measurement\/analytics expert and improve collaboration between the content team and the programming team because disconnects cause problems.\u201d<\/p>\n<p>Many of our reader polls are still open. <a href=\"http:\/\/www.naylor.com\/associationadviser\/index.php\/association-adviser-polls\/\" target=\"_blank\">Visit today<\/a> and tell us where you stand.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>From social to mobile to online, print and live events, it\u2019s not easy integrate all of your organization\u2019s communications channels. But research shows it\u2019s worth the effort.<\/p>\n","protected":false},"author":26,"featured_media":4851,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63],"tags":[546,844,712,845,36],"class_list":["post-4843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-did-you-know","tag-association-communication","tag-communication-channels","tag-engage-members","tag-generate-non-dues-revenue","tag-integrated-communications"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Associations With Integrated Communications Tend to Outperform - Association Adviser<\/title>\n<meta name=\"description\" content=\"Associations with integrated communications are outperforming other associations in a wide variety of measures.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/integrated-communications-tend-to-outperform\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Associations With Integrated Communications Tend to Outperform - 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