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Going Beyond Good to Great: Agent of Association Growth About MGI: • Largest North American Association Marketing Firm • 30 Years in Association Membership Marketing • 240 Successful Association Membership Clients • Proven Marketing Expertise • Intensive Staff Training & Development • Taylor Corporation-Parent Company • Association Expertise – SHRM, ISM, ASCD, ASTD, ISM, IREM, PCMA, ADAA, WEF and More… MGI Company Information • Locations & Parent Company • MGI Statistics • Affiliations Going Beyond Good to Great: Agent of Association Growth Affiliations: • ASAE & The Center for Association Leadership • The New York Society of Association Executives • The Association Forum of Chicagoland • The Direct Marketing Association of Washington • The Direct Marketing Association • Active Members in SHRM, ASAE, ASCD, ISM, BMA, MENC and more MGI Company Information • Locations & Parent Company • MGI Statistics • Affiliations Going Beyond Good to Great: Agent of Association Growth MGI Principles: • We produce measurable results • We work only in a “win-win” partnership • We implement all of the marketing programs we recommend • We only work with “growth-oriented” organizations • We focus on improving the financial success of our clients • Core Values: Teamwork, Passion, Leadership and Education MGI Unique Value Proposition • Core Principles • Membership Marketing Experts • Staff Expertise • Association Track Record • Marketing Success Going Beyond Good to Great: Agent of Association Growth Overall Membership Marketing Track Record for Our Clients: • 4,000,000 Paid Members • $2 Billion Lifetime Revenue for Our Clients • More than 500 million market exposures through our work • Annual Client Revenue Increases as High as 2,700% MGI Unique Value Proposition • Core Principles • Membership Marketing Experts • Staff Expertise • Association Track Record • Marketing Success Going Beyond Good to Great: Marketing General and ADAA October 2007: • Increase Membership & Participation • Assess Brand Image • Develop Strategic Marketing Plans • Investigate sources of New Revenue MGI Unique Value Proposition • Core Principles • Membership Marketing Experts • Staff Expertise • Association Track Record • Marketing Success Going Beyond Good to Great: Marketing General and ADAA October 2007: Increase Membership & Participation • Direct Mail Test: 100+ New Members and Positive ROI • Telemarketing Test: Too Soon; 70+ Total Renewals from Lapsed Files—On Track to Break Even • New Test of DM in March • Conclusion: Direct Marketing is Viable; ADAA is Viable MGI Unique Value Proposition • Core Principles • Membership Marketing Experts • Staff Expertise • Association Track Record • Marketing Success Going Beyond Good to Great: Marketing General and ADAA October 2007: Assess Brand Image: • No Urgent Re-branding Recommended • “Look and Feel” Update • Brand Refreshed Including Logo • Conclusion: Running Changes to Print and Web Look and Feel will Poise the Brand for another 5-10 Years MGI Unique Value Proposition • Core Principles • Membership Marketing Experts • Staff Expertise • Association Track Record • Marketing Success Going Beyond Good to Great: Marketing General and ADAA October 2007: Support Vision Committee Planning Process: • • • • Vision for the Future Committee Balanced Scorecard workshops Five Year Vision Plan… Conclusion: Vision Process Has Been Successful for Drawing New Growth Map and Uncovering New Opportunities MGI Unique Value Proposition • Core Principles • Membership Marketing Experts • Staff Expertise • Association Track Record • Marketing Success Going Beyond Good to Great: Marketing General and ADAA October 2007: Investigate Sources of New Revenue: • Let’s Take a Look at the Five Year Vision Plan… MGI Unique Value Proposition • Core Principles • Membership Marketing Experts • Staff Expertise • Association Track Record • Marketing Success