Professional associations

Professional associations

We use marketing research and social marketing to support the efforts of professional associations to better serve their members. We first meet with the association staff to define the objectives and goals of the project and then develop a specific set of tasks and timetable for the deliverables. We conduct in-depth interviews with the association senior management and staff, the association members and non-members, and then conduct a large scale on-line survey based on the information obtained in the interviews and the goals established with the organization’s management.

Our recommendations generally include:

  • An integrated communication plan with members and other key stakeholders
  • Proposed new initiatives to better serve members
  • A gap analysis to determine how well the association performs on initiatives that are important to members
  • Perceptions of the association brand
  • Beyond this type of assessment, we have worked with professional associations to evaluate their conferences by developing, implementing, and analyzing surveys to examine attendee perception of the meetings.
  • We have also been involved in providing recommendations about internal organizational tasks and responsibilities and ways in which the association may operate more effectively.