Operational and Business Planning

Innovative organizational, marketing or delivery strategy is useless without a plan for successful implementation.

Association Laboratory Inc. provides specific business and operational planning guidance on modifying your organizational structure to specifically support the implementation of these critical strategies.

The key to aligning your structure with your strategy is to link the external communication and marketing focus of your association with the internal operational processes of key association domains such as membership and business functions such as technology.

Association Laboratory Inc. combines the entrepreneurial experience of our association professionals with the knowledge of what works and what doesn’t in association management gained through our research studies to create comprehensive operational and business plans to guide strategy execution.

External Communication and Marketing

Association Laboratory Inc. has created a proprietary marketing and communication audit designed to assess your message, pricing and promotional strategy and provide recommendations on how these important components need to be modified and integrated to meet your unique goals.

The Association Laboratory Inc. marketing and communication audit reviews key areas of promotional strategy.

What vehicles are you using to communicate your association’s marketing message and is the use of these vehicles consistent with your association’s marketing goals.

What message strategy is reflected in your association’s marketing communications and is this strategy consistent? In addition, is the message frequency and reach of your association’s marketing communications sufficient for success?

How is your association’s pricing strategy reflected in your marketing communications and what are the implications of this pricing strategy on new member/customer acquisition and retention? In addition, what are the financial implications of this pricing strategy on association marketing and operations?

Association Laboratory Inc. recommendations identify methods of integrating and improving the consistency of external communication to improve marketing effectiveness and help the association achieve its communication goals through a stronger, more effective brand strategy.

Internal Operational Processes

Actions speaker louder than words and the actions of an association are reflected in the processes through which staff implement the programs, products and services of the association.

If the internal membership, meeting, online and publication processes are not structured efficiently staff and financial resources are wasted and the effective implementation of association strategy is reduced.

Association Laboratory Inc. uses a custom-designed content and knowledge management system to document the key processes within critical association domains and functional business areas and provide specific recommendations on how these processes could be restructured to improve efficiency and operational effectiveness.

The comprehensive internal review provides you with guidance on how to restructure your internal operations for greater efficiency, train staff to improve member/customer service and create an ongoing repository of critical operational processes so that new staff orientation resulting from the loss of a key staff member does not impact the ongoing delivery of programs, products and services.

Following the engagement of Association Laboratory Inc. your association will have a clear, data-driven blueprint on how to effectively integrate your association’s internal activities with its external communication.

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