{"id":6690,"date":"2016-11-16T09:58:19","date_gmt":"2016-11-16T14:58:19","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=6690"},"modified":"2016-11-16T09:58:19","modified_gmt":"2016-11-16T14:58:19","slug":"set-2017-communications-resolutions-now","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/set-2017-communications-resolutions-now\/","title":{"rendered":"Set Your 2017 Communications Resolutions Now"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-6691\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/11\/Turning-calendar-pages-620-x-330-px.png\" alt=\"Time to plan your association's 2017 communications resolutions\" width=\"620\" height=\"330\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/11\/Turning-calendar-pages-620-x-330-px.png 620w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/11\/Turning-calendar-pages-620-x-330-px-300x160.png 300w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/p>\n<p>Yes, I know, Thanksgiving is still a week away, and we have more than a month until Christmas. However, the time for planning your association\u2019s New Year\u2019s marketing and communications resolutions is now.<\/p>\n<p>Let\u2019s face it; if you\u2019re like me, you set a few goals (both personal and professional) on January 1 without much forethought or planning. That lack of preparation is likely why many of my resolutions are long forgotten before the calendar turns to February. Don\u2019t let your association fall into that pattern in 2017. Outline a clear vision for your association\u2019s communications. Then set a strategy for how your staff will achieve this vision. Your strategy should include which platforms you\u2019ll use to reach members and potential members (direct mail, print, email, social media), how often you\u2019ll engage with them and what types of content you\u2019ll share based on their information needs and wants.<\/p>\n<figure id=\"attachment_6656\" aria-describedby=\"caption-attachment-6656\" style=\"width: 150px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"size-thumbnail wp-image-6656\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2013\/02\/Sain_color-150x150.jpg\" alt=\"Sarah Sain\" width=\"150\" height=\"150\" \/><figcaption id=\"caption-attachment-6656\" class=\"wp-caption-text\"><em>Sarah Sain, Naylor Association Solutions<\/em><\/figcaption><\/figure>\n<p>Whether you have a staff of two or 20, creating a communications plan will ensure your entire team is working from the same playbook and effectively using your time and resources.<\/p>\n<p>\u201cUnfortunately, doing more with less is a new reality, but with appropriate planning and a written strategy, associations of all sizes can move toward an A+ communications program,\u201d said Jill Andreu, Naylor\u2019s vice president of content strategy and development.<\/p>\n<p>Naylor and <em>Association Adviser<\/em> recently released its <strong><a href=\"http:\/\/www.naylor.com\/associationadviser\/index.php\/2016-benchmarking-study\/\">Association Communications Benchmarking Survey<\/a><\/strong>. The 2016 study found that the No. 1 communications challenge remains \u201ccombating information overload and cutting through the clutter,\u201d with four in five associations believing at least half of their communications are ignored.<\/p>\n<p><em>Read more about Naylor and Association Adviser\u2019s Association Communications Benchmarking Survey <\/em><strong><a href=\"http:\/\/resource.naylor.com\/benchmarkingsurvey_LP?utm_medium=WebsiteAd300x250&amp;utm_source=AAwebsite\" target=\"_blank\"><em>here<\/em><\/a><\/strong><em> and take the survey to see how your compare with your peers.<\/em><\/p>\n<p>So how do you create strong communications pieces your members want to consume? If you\u2019ve never created a written content strategy before, where do you even begin? Below are <strong>five tips<\/strong> to get you started:<\/p>\n<ol>\n<li>Set your priorities. What is of the utmost importance to your association in the coming year? Is it creating stronger content, increasing your social media presence or growing event attendance? Write down your association\u2019s top priorities, and set communications goals that align with those priorities.<\/li>\n<li>Get to know your audience. Instead of assuming your association knows what your members need and want, survey them and ask \u2013 you may be surprised by the results. Find out exactly what type of content your members want to see, where they want to see it and how often they want to see it, and use that as the basis of your communications strategy.<\/li>\n<li>Discover what you already do well. Which stories were most read in your digital magazine last year? What social media posts got the most likes or comments? Which conference sessions were well attended? You\u2019ll likely see a pattern as far as what was successful in the past and what wasn\u2019t.<\/li>\n<li>Focus on what makes your association unique. Ask yourself what your members receive from your communications that they don\u2019t get anywhere else. Content is coming at your members from all directions throughout the day. Look for ways that your communications can stand out.<\/li>\n<li>Measure your success. Part of your written communications strategy should be identifying how you\u2019ll determine if you\u2019re on the right track. Continually review your plan and the goals you set. If you find something is working well, do more of it. On the other hand, if you aren\u2019t meeting your goals, find out why and be open to changing your strategy.<\/li>\n<\/ol>\n<p>For an example of an association that sets thoughtful communications goals and strategically plans content across print, digital platforms and events, look no further than MHI, the nation\u2019s largest material handling and logistics association. MHI sets communications goals for the entire year that align with the association\u2019s strategic vision: to create awareness of MHI as a resource for members and the end user community and to engage with this audience for the improvement of their business and the overall economy.<\/p>\n<p>\u201cWe create thought-out content calendars at the beginning of the year and a production schedule that we stick with. It\u2019s challenging, but rewarding,\u201d said Carol Miller, vice president of marketing and communications at MHI.<\/p>\n<p><em>Read more about how MHI has positioned itself as the industry\u2019s premier resource in November\u2019s <\/em><strong><a href=\"http:\/\/www.naylor.com\/associationadviser\/index.php\/carol-miller\/\"><em>From the Corner Office<\/em><\/a><\/strong><em> interview.<\/em><\/p>\n<p>Miller has it right. Creating a content plan for entire year that encompasses print, email, digital, social media, events and education can be a challenging and overwhelming task. The payoff can be substantial though. Your members will see your association as the industry leader it is, and they\u2019ll engage with you more often and in more meaning ways.<\/p>\n<div class=\"clear\"><\/div><div class=\"author-info row\"><div class=\"col col-3\"><img decoding=\"async\" class=\"author-img\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2013\/02\/Sain_color.jpg\" alt=\"\" \/><\/div><div class=\"col col-9\"><div class=\"author-info-content\"><h3>About The Author<\/h3>\n\t\t\tSarah Sain is a senior content strategy and development manager with Naylor Association Solutions, working exclusively with society of association executive and meeting professional clients. Email her at <strong><a href=\"mailto:ssain@naylor.com?subject=Association Adviser\">ssain@naylor.com<\/a><\/strong> or follow her as <strong><a href=\"http:\/\/www.twitter.com\/ssain7\" target=\"_blank\">@ssain7<\/a><\/strong> on Twitter.\n\t\t\t<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The time for planning your association\u2019s New Year\u2019s marketing and communications resolutions, so members see you as the industry leader you are, is now. <\/p>\n","protected":false},"author":66,"featured_media":6691,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12],"tags":[596,1257,1258,498,135,1250,1259,448],"class_list":["post-6690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-marketing-communications","tag-benchmarking","tag-communication-goals","tag-communication-objectives","tag-communication-strategy","tag-communications","tag-mhi","tag-resolutions","tag-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Set Your 2017 Communications Resolutions Now - Association Adviser<\/title>\n<meta name=\"description\" content=\"The time for planning your association\u2019s New Year\u2019s marketing and communications resolutions, so members see you as the industry leader you are, is now.\" \/>\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\/set-2017-communications-resolutions-now\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Set Your 2017 Communications Resolutions Now - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"The time for planning your association\u2019s New Year\u2019s marketing and communications resolutions, so members see you as the industry leader you are, is now.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/set-2017-communications-resolutions-now\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2016-11-16T14:58:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/11\/Turning-calendar-pages-620-x-330-px.png\" \/>\n\t<meta property=\"og:image:width\" content=\"620\" \/>\n\t<meta property=\"og:image:height\" content=\"330\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sarah Sain, CAE\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sarah Sain, CAE\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/set-2017-communications-resolutions-now\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/set-2017-communications-resolutions-now\\\/\"},\"author\":{\"name\":\"Sarah Sain, CAE\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/3c7ebb1cda2f0dc511a2a312ecb4d4ba\"},\"headline\":\"Set Your 2017 Communications Resolutions Now\",\"datePublished\":\"2016-11-16T14:58:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/set-2017-communications-resolutions-now\\\/\"},\"wordCount\":865,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/set-2017-communications-resolutions-now\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2016\\\/11\\\/Turning-calendar-pages-620-x-330-px.png\",\"keywords\":[\"benchmarking\",\"communication Goals\",\"communication objectives\",\"communication strategy\",\"communications\",\"MHI\",\"resolutions\",\"strategy\"],\"articleSection\":[\"Features\",\"Marketing &amp; 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