Marketing campaigns surrounding anniversaries, product launches, legislative victories, and the like can lead to membership growth, increased revenue, and greater public awareness if executed properly. Ask yourself these questions:

What elements will my marketing campaign include? Commemorations frequently have visual elements that translate into special products. A commemorative book, for example, offers credibility and a timeless quality. Other potential campaign components include videotapes, a Web site, and educational materials.

Who can help us? Partnerships can help your association defray costs, pool resources, and broaden your audience. For example, associations of all types--from general aviation to aircraft manufacturing--created special programs around the Centennial of Flight.

How will we pay for this? Sponsorships are a good way to defray costs. Consider creating multimedia sponsorship packages at different levels. For example, one package might include a banner ad from the sponsor with a link to its Web site from your association's site.

How can we interest people in our milestone? Publicity works best in steady increments that build across time. Fuel excitement across a 12-month period with news announcements for each part of the celebration.

--Bill Getch, president, Professional Services PR, Alpharetta, Georgia

Quick Links Research Insights Connect & Engage Directories & Guides A Strategic Marketing and Membership Mindset

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