Ever since associations were first formed over a century ago, their executives have had a problem: They have a large group of people they need to take action – join, renew, purchase products, attend events, advocate at the capitol, etc. While their membership may seem homogeneous, even small associations have a great deal of diversity among their members.
There are specific actions that associations need people to take to meet their core goals – typically membership and revenue. For associations to “stay in business,” they need people to become members, remain members, sign up for programs, buy products, and register for events. Association marketing is all about getting members, prospective members, sponsors, and event registrants to take those actions. If every associations had all an endless marketing budget and an abundance of staff, making sure that those audiences got the right message at the right time would something that all association could do.
HighRoad Solution Expands to Meet Industry Demands HighRoad Solution, the only company focused exclusively on associations to offer email, automation and inbound marketing services, has expanded to meet the growing digital demands of not-for-profit organizations. The eleven year-old company formally announced its new identity as the only digital agency for associations used by and endorsed by the American Society of Association Executives (ASAE) at their Membership, Marketing, and Communications Conference being held in Washington, DC this week.
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