TMNG Global Develops a Product Strategy for a National Business Association

Challenge

Encroaching competition, small budgets, and unrealistic revenue expectations were a few of the challenges facing a national association. In addition, the client had major customer service issues, as a result of a disastrous Y2K system conversion. The client needed marketing expertise and management experience to improve the impact of its communications with members. They called on TMNG Global to help.

TMNG Global Solution

The TMNG Global team assumed responsibility for general marketing management of the client’s products and services. This included developing strategy and executing marketing efforts for member prospecting, member retention, annual conference and exposition, seminars, advertising, sales, and related services. Further, our team was strategically involved in the reorganization of the marketing department.

Our team worked one-on-one with the product managers and reviewed revenue and sales goals to determine what would be done within budget to meet the business objectives. We were able to provide the level of marketing expertise that had been missing and quickly gained the trust and support of the product managers. We met regularly with them to review projects and look for integrated marketing opportunities for all client products and services.

Additionally, we established discipline in the management of the client’s creative agency that enabled them to produce needed copy, creative efforts, and distribution list selection. We helped revise the renewal program and collaborated with them in the development of membership-fulfillment materials. Our team also advised the web development team and created an online catalog for end-of-year books sales that, for the first time, integrated two related product lines by subject category.

Benefits to the Client

The focused marketing discipline fostered by the TMNG Global team provided lasting benefits for our client:

• established procedures for internal clients to work with marketing and creative services;
• created a marketing procedures handbook to help marketing staff train new hires;
• created and communicated a standard for source codes to aid the client in tracking efforts; and
• provided guidance and control in the relationship with the creative agency to boost performance.