Why Didn't I Think of That? Marketing Idea Exchange Diana Mertz – American Staffing Association (ASA) Rachael Bell – New Jersey Society of CPAs (NJSCPA)

Trade association Launched in May ,600 company members 19,000 individual members No previous listserv functionality or community Microsite created for each interest group ASA Central

What’s in it for me? How can we use our community to distribute our member resources? How can we deliver educational webinar content to our members? How will another daily affect our members? How can we continuously drive our members into our community? How can we enhance our directory in Connected Community to enhance networking?

Stand-alone library Populated only with ASA content Serves as members’ only area of website Serves as “Learning Management System” ASA Resource Center

Populating ASA Resource Center Library What did we put in our Resource Center library? Issue papers Best practices Archived webinars Archived conference recordings How did we do it? Custom field entries for webinar/conference entry types Stand-alone libraries created with Higher Logic’s help Moved from old LMS and use ASA Central solely

Daily news publication features new resources Archived webinars recordings are available quickly Webinar recording link sent to attendees Feature top discussion topics each week How do we market the resources in ASA Central?

Microsites for Sections

Individual, state-based member association 15,000 members – CPAs and accounting students Connect launched in May 2010 New Jersey Society of CPAs

Converted from Lyris listservs Initially focused on committees and interest groups Launched Open Forum November 2010 Launched Mobile Membership April 2011 Launched MemberCentric January 2013 New Jersey Society of CPAs

What content/resources are you putting on your Connected Community site to continuously drive your members/users to your site?

RSS feed from daily industry news Industry News

All NJSCPA committee and interest group agendas, minutes and other documents are stored on Connect Meeting notices for in-person committee meetings are sent via Connect All Committee Documents

Technology Annual Convention Marketing CPA/NJSCPA Issues Themed Blogging

GROUP DISCUSSION: What content/resources are you putting on your Connected Community site to continuously drive your members/ users to your site?

What successful marketing pieces/campaigns have you used to market your community and why were they successful?

Feature Discussion Topics

Countdown in daily news Personalized mailing Soft launch at small legal conference Pre-Launch Marketing

Flyer for Mobile App Highlights features of the app Provides download instructions and QR codes that go directly to the app.

Giveaway at Conferences

GROUP DISCUSSION: What successful marketing pieces/ campaigns have you used to market your community and why were they successful?

What are you doing at your in-person events to market your community?

Rebranded our Booth

GROUP DISCUSSION: What are you doing at your in-person events to market your community?

How are you incorporating video into your Connected Community?

Mobile App Video 5-minute video that walks through the mobile app Highlights each section Provides download instructions

Convention Highlights Video Highlights annual convention Advertised video in quarterly member publication, ASA for You How-to Training Videos Short training videos on how to use each community feature

GROUP DISCUSSION: How are you incorporating video into your community?

GROUP DISCUSSION: Do you have a marketing tip or suggestion that we haven’t covered yet?

Diana Mertz Senior Manager, Sections American Staffing Association Rachael Bell Digital Communications Manager New Jersey Society of CPAs