Non-profit Association Marketing Case Study

The Nashville Chapter of the American Marketing Association was formed in 1967. As the premier marketing organization in Nashville, Tennessee it saw a need to be a head of the curve and focus on gaining members through social media. As a non-profit organization that holds 3-4 events per month it needed to step away from advertising and utilize its digital resources to help grow the organization and keep members aware of the different programs/services it has.

The Challenge:

· Increase membership

· Sell out events

· Increase revenue

In 2013 Julie McReynolds Consulting was asked to help with the social media plan to achieve the goals.

Working with each committee Julie was able to create content that brought the organization full circle.

1. More of a focus was made to spotlight members and volunteers of the organization;

2. Emphasis was made on urgency posts to sell out events;

3. Connect marketing job seekers with openings.

Results 2013-2014:

· Sold out 36 events fiscal year 2013-2014

· Exceeded sales membership and volunteer goals

· Increased job board revenue by almost 36%

· Social Channels performance:

o Increased Facebook fans - 36%

o Increased Twitter followers – 35%

o Increased Linkedin group members by 26%

o Created a Linkedin and Google+ pages