Improving Program Performance
American Speech-Language-Hearing Association (ASHA)
CHALLENGE
The American Speech-Language-Hearing Association came to McKinley Marketing with a problem: too much staff time was being spent on member benefit programs with little return. Program participation was down, staff communications were lacking, marketing was sparse, member needs were not being met and, in turn, royalties were far short of their potential. After evaluating the costs and benefits of adding a dedicated staff position, ASHA sought to outsource their programs to an expert. That decision led them to McKinley Marketing.
APPROACH
ASHA retained McKinley Marketing to manage their member benefit programs with the goal of increased program profitability through a reduced allocation of ASHA staff resources and enhanced marketing. McKinley Marketing's approach was to develop and implement marketing strategies, manage vendor relationships, and actively search for ongoing non-dues revenue opportunities.
RESULTS
As a result of the dedicated support provided by McKinley Marketing, ASHA realized approximately an increase of approximately of 30% in their program royalties, sufficient to justify the expense of a full-time, experienced staff person. The improvement is attributed to enhanced promotional schedules, several new marketing initiatives, consolidated reporting structure, vastly improved vendor communications, an advanced customer service process, and new program development. In short, McKinley Marketing served as ASHA’s de facto member benefit management department – with great success.
IN THEIR OWN WORDS
“We outsourced our member benefits to a company with unique experience in that arena, which allowed us to improve member service and increase revenue. We chose a partner that could take the process from beginning to end so that we could ensure a quality experience for members throughout the entire process. It has turned out to be a really good idea."
Chuck Cochran
Chief Staff Officer for Operations
American Speech-Language-Hearing Association