NAR will give away consulting services to aid one association in developing their umbrella value proposition. The project will use an established process nSight Marketing created for this purpose that enables the association to use the system to further develop value propositions for their association.
This project will answer the question “If you had just a few words to describe why your member should belong to your association versus another one, what would you say?
1. Help an association develop their value proposition, or find a new one.
2. Collaborate with the association on messaging and a plan for communicating key value points.
3. Demonstrate to other associations that this process helps change internal staff and board behavior and members’ perceptions of the association.
4. Clarify leadership’s role in furthering the value conversation.
5. Reinforce the value of R® at all levels.
Input to the Project:
» Local knowledge – We will use surveys, the association’s knowledge of their membership, market information, and any other local considerations.
» Target audience(s) – Together, the project team will identify the target audience(s).
» Survey results – If the association has conducted a survey, but doesn’t have the proper input to the project, we will help design questions for a short value/needs assessment survey to elicit the kind information that drives a successful value proposition. The association will conduct the survey at their own expense.
Time Frame: Project will launch in June and be ready to deploy by August 31, 2012.*
» Live messaging workshop with association staff and leadership
» Value proposition messaging
» A graphic representation and design theme to help convey the proposition to membership, including a combination of digital and hard copy collaterals
» Plan for promoting the new proposition across communications channels
Dependencies: Before the messaging session, we will need member input on needs and points of value via member survey.
Approach: The process will take a maximum of 60 days from the start of the project.
Month 1 – June to July:
» Conduct kickoff meeting with association to confirm details and scope of the project
» Review results of member surveys or conduct a survey
» Identify communications methods/vehicles appropriate for the message and target audience preferences.
» Review the association’s vision, mission, and strategic goals
» Hold a live half-day messaging session at the association’s office
Month 2 – July to August:
» Value proposition drafts of messaging
» Feedback from AE and “committee”
» Revision and finalizing the proposition
» Graphic layout of the value proposition for web, email and hard copy collaterals
» Collaboration on how to incorporate the value proposition into the association’s communications
September-October – Association will collect feedback to assess the internal and external benefits of the campaign.
These dates are estimates, dependent on approvals at the association level; the project will be ready for launch on August 31, 2012.