There's no question that individual and societal experiences have shaped Gen Z. Significant events such as the COVID-19 pandemic and recent advocacy movements like Black Lives Matter, gun reform, and climate change have formulated the values of this new generation.
Their social consciousness, thrifty, and tech-savvy priorities are attributes that associations need to take into account when building plans to drum up new membership, increase engagement, and even recruit their own new employees.
It's a given that the "one-size-fits-all" approach isn't applicable here. Organizations need tailored approaches and tools that deliver the right content in the right way to this high impact group.
In a recent presentation at the Marketing Membership and Communications Convention (MMCC) hosted by the ASAE Center for Association Leadership, two of HighRoad's very own senior digital advisors, Nicole Crilley and Emily Nash, spoke on the topic of optimizing marketing campaigns for results.
They presented to a captive audience of association marketers, program managers, and other professionals, looking to modernize the way they connect with their members and search for new ones. Here's a summary of their presentation.
Marketing planning can be exciting. It's often the time where new ideas get thrown on the table, innovative and analytical thinking converge, and rough concepts get fully baked.
What's not fun—seeing campaigns and approaches flop, particularly when so much thought, creativity, and goal intention went into them.
Most associations don’t have a traditional sales department, but that doesn’t mean they don’t have a sales team. Throughout your organization, there are people who work hard on recruitment, engagement, and event attendance.
Association sales teams may be diverse and diffuse, but they still work like a team in a for-profit business. Unfortunately, this means associations will often run into one of the most common issues for all organizations: lack of alignment between sales and marketing.
Bringing marketing and sales teams together takes effort and communication, but it can be done. First, let’s talk about why it matters.
We’ve all been there. With deadlines to meet, emails to send, and content to push out, it’s easy to feel like we’re treading water. We all have good intentions at the beginning of the year to define our overall strategy, only to find ourselves mid-year buried under our communications calendar.
From newsletters to event announcements to membership status reminders, email is a critical piece of your overall strategy. You’ve invested time and resources into selecting the right tools for your organization and you’re paying attention to your email engagement metrics, but are you leveraging the full functionality of those tools and reports to push the needle on your numbers?
If not, we get it. That's why our team of digital experts has created a holistic, hands-on learning experience to help you elevate your email program with industry best practices. Introducing HighRoad Email Edge.
Your solution to making a difference amongst the clutter.