A specially-designed class for non-profit executives and communications professionals, as well as trade professional staff looking toward the power of storytelling to grow the business.
14. ASSOCIATION content should:
• Advance your mission
• Address member needs and pain points
• Position the association as a trusted resource
• Target a specific audience
• Provide a call to action
• Tell an engaging story
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15. Advance your mission
To protect and advocate for the farm-grown Christmas Tree industry
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16. Address Member Needs and Pain Points
What can you do for your members that
they can’t do for themselves?
How is the content you provide going to
help them improve their business or
advance their career?
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20. Target a specific audience
Bob Steve
• Manages 3,600 acres of trees • Small Choose & Cut farm
• Pacific Northwest • Gulf Coast of Alabama
• Sells to big box stores • Offers tours, Santa, train
• Biggest concern is rising rides
freight costs • Biggest concern is weather
• Gets news online • Prefers print
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23. Provide a call to action
1ST CALL
Purchase additional content, click to learn more, sign up, sign
in, subscribe, connect, engage, vote, contact, share, talk, “like”,
comment, visit website, etc.
2nd CALL
Join association, register for event, contribute/donate, volunteer
Are you aiming for a relationship or a transaction?
#cmworld
24. Tell an engaging story
Professional Innkeepers
Association
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