2040 Digital specializes in helping associations create new opportunities, increase value and grow revenue
Associations are all grappling with the need for reinvention in a world where technology and digital have enabled easy ways of networking, connecting and acquiring knowledge. Membership growth is in the single digits if not trending downward year over year. Member dues revenues as a result are becoming more strained.
Non-dues revenue sources become important but appear limited as the tension grows to diversify. Meanwhile, loyal members are looking for more as professions change and become more demanding.
Prospective members, particularly those in a younger demographic are looking elsewhere as the tools and groups they leverage are much different than those used by past generations.
ASAE (American Society of Association Executives) has declared that “association membership is declining across the board”. Social networks now provide easy and convenient ways for industry members to find each other and network. The proliferation of online content has led to vast and often free access to the types of information, insights, and training that professionals used to be able to access only through association membership and industry conferences.
Networking has changed with greater emphasis on local connections, online connections, and less formal gatherings through meet-ups and other grass-root initiatives. Plus, Millennial workers place less value on formal and traditional means of networking, preferring to establish their own and uniquely defined “authority” relationships in their own ways.
As a result, many boards and senior staff are having to consider new membership models, new financial models and new business models. Everyone agrees that things must change…but how? What are your first steps?
Before you choose any technology, new process or create a new strategic plan, an association and really any company needs to first consider the “human” factors within an organization.
Across our work in associations as staff and now via 2040 Digital, we frequently have and do encounter operational challenges which are typically symptoms of a deeper problem related to culture, strategy and accounting for the “human factors”.
In every case, there has been a desire to change, to introduce innovation, to change or enhance direction, to increase the focus on the member.
In mostly every case, the new initiatives, focus or strategy were unconnected to culture, operations and most importantly the “human factors”.
2040 Digital’s assessment process and methodology can assist you with understanding the deeper and substantial issues that may be holding your association back from achieving its goals of growing and deepening value and revenue in a dynamically changing market.
Review our list of case studies and examples to the right and contact us today!
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Our Process
Our services span marketing, audience, data, revenue, relevance, value and technology strategy bringing together holistic solutions enabling your organization to succeed.
We strongly believe in “right-sizing” strategies and approaches that leverage and recognize the uniqueness of your organization. As there are distinct opportunities and constraints, we include all required elements and dynamics that come to play when seeking to change and evolve to adapt in your marketplace.
Our process includes:
- Reveal current state, reach, impact and challenges.
- Bring forward current strategy and tactical gaps and opportunities.
- Create segmentation of your current and prospect audiences.
- Determine your readiness for data, analytics and marketing automation
- Revise or correlation benefit oriented value proposition.
- Map current to value producing marketing or engagement funnels.
- Bring forward new target market opportunities.
- Evaluate market demand, competitors and opportunities.
- Right-select and right-size technology platforms and solutions.
- Deliver plans and strategies to achieve your goals.
2040 Digital also offers assistive implementation professional services to bring your new strategy to life and achieve your goals in a short period of time.
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Case Studies and Examples
American Thoracic Society (ATS)
- Created extensive data, technology and measurement strategy and program
- Facilitated selection of customer data management platform, beacon tracking and marketing automation platforms
- Led the development of a digital advertising strategy and program
- Facilitated organizational movement to a data and analytics orientation
- Enabled a technology program and plan that matches business needs and intent
EB Medicine
- Developed Digital Marketing Plan and Strategy
- Facilitated creation of medical professional targeted personas
- Created customer and prospect marketing funnel flows
- Developed long term plan for enabling personalization
FDA News
- Developed Marketing Automation Plan and Strategy
- Created drug and device company and professional targeted personas
- Created customer and prospect marketing funnel flows
- Developed Data and Analytics Strategy and Plan
- Conducted automation and marketing training
American Academy of Physician Assistants (AAPA)
- Developed new membership, research and marketing programs
- Created new targeted value propositions for segments
- Built a data and analytical performance measurement program
- Solidified new market segments and increased prospects
American Academy of Otolyngenic Allergy (AAOA)
- Developed this associations digital audience development and management strategy
- Created member and customer personas, segmentation and data measurement approaches
- Led the development of audience targeted content and web manifestations
CDC Million Hearts Campaign
- Developed this government agency’s audience development and content management strategy
- Strategy focused on Medical Practitioners need for web based education and information (Heart Disease and Stroke Risk)
- Developed Information Architecture and Wire Frames
- Created personas, segmentation and data measurement approaches
- Developed customer data management processes and models
American Psychological Association (APA)
- Conducted an organizational wide assessment
- Developed digital advertising business plans and strategies
- Developed revenue models and strategy
- Structured segmentation research and study
- Facilitated executive and management in planning
American Medical Directors Association (AMDA/PALTC)
- Developed AMDA’s Digital, Product and Revenue Strategy
- Established digital engagement strategy building value with state and local chapters
- Created marketing and content strategy targeting health care professionals
- Built AMDA’s digital technology strategy and plan
American Academy for Marriage and Family Therapy (AAMFT)
- Developed this association’s audience development and data management strategy
- Created personas, segmentation and data measurement approaches
- Developed customer data management processes and models
- Revised targeted marketing processes tied to new personas and targets
Association for Professionals in Infection Control and Epidemiology (APIC)
- Developed this association’s digital strategy
- Created personas, segmentation and data measurement approaches
- Developed customer data management processes and models
- Revised targeted marketing processes tied to new personas and targets