Challenge – American Society of Media Photographers needed an overall marketing and business development strategy that leveraged their newly acquired digital tools and identified new revenue opportunities. A major restructuring in 2015/2016 left them needing a diverse list of skills to support their efforts but didn’t want the cost of adding full-time staff. Ideally they wanted expertise in technical project management, marketing, membership development, internal and external communications, and business development skills.
Solution – Partner with 3WaysDigital to bring a full suite of tech savvy resources to the their team that could develop the plan and quickly execute to show results. They needed a partner that could work with the major constituencies in the organization including the ASMP Board of Directors, their web operations team at Clockwork 360, their members services organization at Village Press, ASMP chapter leadership, ASMP staff and members.
Overview – The engagement started with the development of a 90 day plan that was unanimously approved by the Board of Directors. The plan focused on:
- Regular, strategic member communications featuring members with ideas to share, news and important industry announcements
- Building social capital in all the ASMP social media channels
- Re-purposing existing assets that had gotten lost during the migration of their website to a new platform
- Managing through technical issues with the Find a Photographer and Find an Assistant tools
- Strategically integrating partners into their revenue model
- Focusing on maximizing member renewal rates
The engagement evolved into a retainer relationship where 3WD executed on the 90 day plan
Deliverables
- Development and presentation of a 90 day plan to the ASMP Board of Directors
- Development of original content for the ASMP blog including a new series called Board Members Give Back, resurrected valuable content that had already appeared on the site
- Management of all social media channels including @ASMP, ASMP’s Facebook page, ASMP’s Strictly Business Blog, ASMP Instagram
- Identification of the most valuable aspects of ASMP membership and making those a prominent part of all communications to promote membership renewal
- A content map that rearchitected the navigation of the ASMP website to make it more intuitive and SEO friendly
- Development of a new process for working with the company’s web development vendor to ensur a smooth roll out of Find a Photographer and Find an Assistant
- Development and management of an advisory board to support user testing, partnership development, chapter leadership training and
- Development and management of several photo contests designed to promote member interests
