How to Leverage Components with Grassroots Efforts

Trevor S. Mitchell, CAE, Executive Director, Membership & Technology, ARMA International

Erik Schonher, Vice President, Marketing General Incorporated

Introduction

Trevor Mitchell, CAE Executive Director of

Member Programs & Services

ARMA International @trevm22

Erik Schonher, MBA, CeM Vice President Marketing General

Incorporated @ErikSchonher

White Paper History

Importance of White Paper

Relevance of Components in Organization Strategy Demonstrated how functional areas can work together Marriage of marketing concepts and leveraging components

Integrating Components into your Strategy What is the “basic criteria” for a component?

Area of study Geographic Potential revenue Number of people/size

What is the goal of a component & how does it support the association’s strategic plan?

How are you collecting data about your components?

Grassroots vs. Components

Similarities Leverage individual members Bring together for common

purpose

Difference Grassroots is focused;

Components more general

Leverage of Peer-to-Peer Connections

Stronger Engagement Value at multiple levels

Local/Component level Association level Industry level

Strong connection to organizational direction

Leadership Training Make action item simple for individual to follow

Clear on what to do and how Clear on why they should do it

What is the intended out come How will this be conveyed. How component leaders can assist in this effort

Reinforce message Encourage call to action

Data Tracking Ways to track?

Who followed up on the action of the effort? Sent a letter Made a call Interacted on Social Media Attended Fly-in event

Awareness of the organization on issue

How to start?

Start with the end in mind What are you trying to achieve? What do you want to know?

Start small and expand from there Continue to review, modify, and retry

Questions

Contact InfoTrevor S. Mitchell, CAE Erik Schonher, MBA, CeMExecutive Director Vice PresidentMembership & Technology Marketing General Inc.ARMA International erik@marketinggeneral.comtrevor.mitchell@armaintl.org @ErikSchonher@trevm22

Links: White Paper - 10 Tips to Develop and Effectively Use Components in

Membership Marketing Component Relations Handbook – 2nd Edition 2014 Membership Benchmarking Report