Operating Procedures
The first step in the rescope process.
What is a discovery meeting
Key Components of a Marketing and Communications Strategy.
What are Who, What, Where, When, Why, How
What is your response if a client asks for something outside of the scope?
Acknowledge the request, explain what’s included, and offer options for additional support.
These companies act as the headquarters, offering specialized staff and resources to help volunteer-led organizations.
What is an Association Management Company?
Constant Contact, YourMembership, Marketo, Mailchimp, Informz or Higher Logic are examples of
What are email marketing platforms or marketing automation platforms
These departments should be invited to rescope/ discovery meeting.
What is marketing, web, creative, and publications
A model that describes the stages a customer goes through, from initial awareness to purchasing.
What is a Marketing Funnel
This is something we send to clients to gauge satisfaction.
What is a survey
An individual who assumes a formal leadership role within a volunteer-based organization to achieve its mission through their commitment and skills.
What is a volunteer leader?
The process of gathering and analyzing data about customers, competitors, and market trends to inform business decisions.
Market Research
This is required in order to launch a paid ad campaign.
What is a credit card
Name three areas of a marketing strategy.
What are target audience, SWOT, brand, key messages, goals/ KPIs, channels, budget.
If a client emails with a question you can’t answer immediately, you should...
Let them know you’re looking into it and give a timeframe for when you’ll follow up.
Associations must answer this key marketing question: “Why should someone join, renew, or stay?”
What is the value proposition?
The process of creating interest in a product or service to generate potential new customers.
Lead Generation
The final step in the rescope process before sending a new scope to the client.
What is approval from the managing director and director?
This metric measures how many users took a certain action, like filling out a form.
What is the Conversion Rate
This communication confirms alignment, reduces misunderstandings, and provides a record of next steps.
What is a recap email
Associations often use this type of campaign to show members how their dues support industry influence.
What is an advocacy campaign?
A system for managing all of a company's customer relationships.
Customer Relationship Management (CRM)
Your time is billed here when submitting a creative request, soliciting feedback, or attending client meetings.
What is Account Management?
A comprehensive plan that outlines the steps a business will take to launch a new product or service to a target market.
What is a Go-to-Market Strategy
This communication skill ensures you fully understand the client's needs and helps build trust.
What is active listening
Offering discounted rates to members but charging higher rates for non-members helps demonstrate this.
What is the value of membership?
A measure of the profitability of a marketing investment.
Return on Investment (ROI)