Your GPS for Marketing

Paige Johnston, Pres. 2008-9

MISSION, VISION, GOALS

The mission of the Dallas/Fort Worth Chapter of the American Marketing Association is to educate, support, and enhance the image of marketing professionals in the DFW Metroplex.

Our vision is to be the premiere marketing community delivering excellent practices and resources that develop professionals and grow organizations.

Key Goals:1. To increase and communicate the value of local membership2. To expand outreach efforts3. To run the chapter like a business4. Chapter Excellence Award

LEADERSHIP

17 Board members, 9 attended Summit

Strengths – strong chapter reputation and programs, ambitious and dedicated Board

Challenges and Resolutions:• Surprise staff changes adjust timelines and expectations• Inexperienced Board training• Frustrated leaders ‘time out’, clear policies and processes,

RACI charts• “Challenging” volunteers don’t ignore; use outside

resources

FINANCIAL U-TURN

Year-end 2007 2008 2009

Total Revenue $96,195.53 $87,407.33 $103,861.44

Total Expenses $89,561.79 $107,610.59 $84,043.44

NET REVENUE or LOSS $6,633.74 ($20,203.26) $19,818.00

# Prof. Members 572 593 602

Per Mbr. Revenue $168.17 $147.40 $172.53

MEMBERSHIP

Recession: 712 662 members Spring Membership Drive = almost 12% increase

Member Acquisition • Emphasis on member ROI with local members-only benefits• Community outreach – partnered with 18 organizations• Corporate Development outreach to CMOs• Meeting needs of newly unemployed

Member Retention focused on involving and satisfying volunteers:• Recognition and Appreciation , substantial Board benefits• Volunteer Life Cycle System and succession planning

94% Member Satisfaction… Volunteers up 70%

PROGRAMMING

Goal – Offer even more value for attendees’ time and moneyStrategies:

• 6 new SIGs, for a total of 9 SIGs, and 58 total events• More feedback surveys and member analysis for topics• Better internal coordination for event promotion, including

expanded use of social media tools• Revised event pricing offset by more networking time• Improved efficiency for 77 Programming Cmte. volunteers• Unique SIG branding

Attendance up 15% (120% of goal), Satisfaction = 86%

connect engage converse

visit www.dfwama.com for details

SIGs are communities of DFW AMA members who are interested in sharing ideas, knowledge

and experience with others in their field.

Special Interest Groups

TRAVEL TIPS

• Mistakes aren’t necessarily wrecks• Have realistic expectations• Take a ‘time out’ to cool off• Don’t forget the quieter Board members• Celebrate successes often

THANK YOU to the D/FW chapter for this marvelous journey… and a tip of the hat to Houston!