Chapter Thirty Eight

Marketing and Communications

Tom Quash, CAE

Picture this: your association has developed a new product, added a highly anticipated member benefit, or crafted a topical press release. Then presto!—push the magical marketing and communications button and along comes immediate success and positive response, complete with overperforming revenue and critical accolades from your members.

Well, if that were the case, every organization would adopt such a proven formula and realize instant engagement and overnight profits. And while a successful marketing and communications strategy can indeed feel, well, magical, when all things come together according to plan, sound marketing, communications, and public relations strategies ...

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