Association Strategy & Marketing

mdg serves its association clients by helping them advance a broad range of objectives. Our approach embraces a shift from a series of siloed offerings to a more holistic audience engagement strategy. Leveraging in-depth knowledge of industries and audiences, we develop and execute communication and marketing plans to increase membership, promote professional certifications and development opportunities, spark engagement, build participation in ancillary events and support sales, sponsorship and revenue objectives.

our services

Campaign audit  •  Component and chapter relations  •  Grassroots and VIP campaigns  •  Membership acquisition and renewal campaign management •  Strategic consulting and tactical planning  •  Transformation consulting  •  Volunteer and leadership development  •  Member benefit development and engagement strategies

client testimonial

mdg has been one of the best partners in the last 27 years of working in the association space. Time and again, mdg has achieved, in fact exceeded, results. And their team is second to none when it comes to being outstanding partners. I cannot recommend them highly enough.

Peter O’Neil, CEO ASIS International

case study

ASIS International

Facing stagnating membership, certification enrollment and event attendance, ASIS International, a professional membership association with 24,000 members in the security industry, recognized a need to evolve its approach to marketing strategy to meet the audience’s changing needs.

mdg’s approach started with a data analysis and audit of the existing marketing program to determine what was working, what was not and where gaps existed. After the analysis, we developed personas that would facilitate a more audience-centric approach in both design and messaging. Finally, we implemented a robust paid digital plan, marketing automation and lead generation campaigns that efficiently delivered the right messages to the right audiences at the right times.

Results

  • Increased certification application goals by 15% from previous year, and then exceeded them.
  • Grew membership in international markets by 12%, meeting all membership goals in a pandemic year.
  • Increased trade show all-access pass registration by 17% at the first digital-only event.

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