Our thoughts on Association Governance

It is admirable that Directors are willing to step up to serve themselves and fellow members in unpaid and voluntary roles. However, a lack of experience with Robert’s Rules of Order and proper preparation from the outgoing President often leave the Association with sub-optimal leadership in the President and Board.

Proper leadership and corporate governance are being replaced by leaders that do what has always been done with little knowledge of why and little ability to adjust the rules of governance to each unique situation.

Robert’s Rules of Order and an Association’s particular bylaws provide a solid framework for making decisions and keep the Board focused on the specific mission of the organization.

As Association manager, we offer private one-on-one training for the new President to teach the art of leadership in a democratic corporate environment.

Additionally, when there are time constraints on the President’s and Board’s ability to read Robert’s Rules of Order and the Association’s bylaws, we step in as Parliamentarian and provide the foundation of proper decision-making protocol so directors can focus on the strategy and vision of the association.

A new way to think about the 'Media Mix'

Today most adverting agencies break down their media mix as follows:

·       TV

·       Radio

·       Billboard

·       Digital

As media has evolved, the above breakdown has become outdated and less helpful at giving Boards clarity into mediums that make up the media of their marketing.

We encourage our clients to adopt a new approach for categorizing media. The breakdown below more accurately communicates the media mix by grouping them by their marketing style.

Boards gain helpful insights by quickly seeing which mediums promote awareness and which ones provide lead generation. Clients also get a much better understanding of how the different mediums synergize efforts and which ones are duplicating actions.

=== A New Media Mix Breakdown ===

(Mass Media)

CREATING FUTURE PURCHASE CONSIDERATION

Visual/Audio Commercials

·       Broadcast TV

·       Cable TV

·       Over the top (OTT)

·       Youtube

·       Internet Pre-roll

·       Social Media

Audio Commercials

·       Broadcast Radio

·       Online Radio

Static Visual Banners

·       Outdoor Billboards

·       Online banners

·       Mobile banners

·       Social media

·       POP materials

·       Magazine ads

(Targeted Media)

LEAD GENERATION

Targeted In-Market Engagement

·       Google Adwords

·       Direct Mail

·       Email Marketing

*Experiential Marketing:

·       Vehicle Displays

·       Ride & Drives

Experiential is a unique advertising medium. While each event lacks scale, they build awareness through visual/audio/tactile marketing, as well as generating leads among in-market shoppers. This medium works best when kept to 3% to 5% of the total budget.