|Maintaining a Strategic Focus — The Association for Convention Operations Management (ACOM)|
CMA Association Management, New JerseyApril 2009
CMA Association Management helps associations create well thought-out paths forward with a proprietary strategic planning process called Marketecture™. Marketecture uses time-tested marketing analysis tools to show associations a scan of competitive forces, as well as potential changes to the regulatory, legal, technological, political and socio-economic environment. Through careful strategic planning and positioning, CMA pinpoints market opportunities and guides association initiatives in a profitable direction, ultimately translating strategy into greater revenue streams.
A few years ago, CMA's Senior Vice President Rob Jones put his 30 years of strategic marketing experience to good use for ACOM, and they're still reaping the benefits today. After conducting a Marketecture session with the ACOM board, CMA launched a public relations campaign to position ACOM as a major player in the meeting planning industry. The resulting plan also served as a springboard for the association's growth, increasing membership more than 25 percent in the past four years, and providing added benefits to members, including year-round opportunities for continuing education.