All Staff Should Be Part of the Marketing Team

All Staff Should Be Part of the Marketing Team

By: Lowell Aplebaum

How one association found a fun way to get all of its staff members not only to answer member questions but also to be resources for further member interaction.

What if every staff member at your association could take an interaction with a member and conduct a conversation that opens the door to greater knowledge and usage of the vast array of products and services that the association offers? What if there was a base of association knowledge with which any staff could connect the dots between what a member wanted to know and what additional paths of opportunity within the organization existed? In short, what if every staff member was part of the marketing team? While this transformation does not happen overnight, this year's staff conference orientation at my previous association laid the groundwork for such a team....