by Guest Blogger Kat Szymanski, Business Development at nSight Marketing
A value proposition is a rationale. An association develops the message based on what members need the most. And THEN what the association does to answer those needs.
Your communications plan is a tool to deliver on that value – in a systematic way – every time you “touch” a member.
In the communications plan, key messages help you promote your value proposition. They guide what you promote and how you communicate on your key points of value. Key messages help you connect what’s happening at your association with what members are thinking about. In other words, tie your offerings and services to how it impacts your members’ business.
If part of your value proposition is lowering members’ risk, cover top legal issues each quarter in your newsletter and tell members how your Legal Hotline helps them avoid expensive legal pitfalls.
If members want to know about tech tools, don’t advertise “Save the Date” for your annual conference. Instead, highlight a guest speaker who will teach members how to use the technology productivity tools and apps in their business.
Use your value proposition to create key messages as you curate and repurpose content from other sources. It will take you beyond simply reporting the news to connecting that useful information to your members’ day-to-day work. Use your value proposition as a guide to validate that the content you distribute is relevant, useful, and builds value in your association’s offerings.
Most associations stop after they establish their message of value. Don’t skip the step of integrating your value proposition into a communications plan. That’s the best place to connect the dots and help you validate that you are talking to members about topics that matter most to them.