10/16/2017

How AAO Can Help You Strengthen Your Brand With Your Members

The program was designed to boost the footprint associations have

As you likely noticed during the OSAE 2017 Annual Conference, the rebranding of Associations Advance Ohio (AAO) was a key message that was heard by those in the meetings and anyone perusing the exhibitor space. Lisa Schackmann, the Ohio News Network representative that works on the project, spoke to countless conference participants about the program, in addition to the passionate presentation OSAE Member Jimelle Rumberg, Ph.D., CAE, executive director of the Ohio Foot and Ankle Medical Association, gave during the OSAE Foundation luncheon on Thursday, July 20, 2017.

The program was designed in 2012 to educate and excite members of Ohio’s association community and state residents about the importance of seeking out professionals who belong to trade associations and professional societies. The individuals understand the importance of continued education, best-in-class policies and overall stewardship of their profession. While several members of OSAE participate in the program, the Society is looking to make a stronger impact with other organizations and Ohio’s consumers.

“After conversations with Jimelle and Lisa, it became quite apparent to OSAE leadership that we could do more to ignite excitement around the program,” said OSAE Executive Director Jarrod A. Clabaugh. “It’s for this reason that we invested in rebranding the program and also creating radio advertisements highlighting how associations impact the lives of Ohioans every day. Not only does it reiterate to our members the importance of stewardship, but it speaks to each organization’s individual members about the value of engagement and commitment to their particular field.”

Via this program, OSAE is dedicated to educating Ohioans on the benefits of choosing association members and to understanding the differences that exist between a professional who is a member of their state or national organization and one who has chosen not to participate in association membership. In fact, AAO was first developed to extend this educational process to all residents and businesses throughout the state. AAO is a collaboration effort of Ohio’s association community to clearly define what all association members have in common – a higher standard of ethics and education, and the responsibility to actively advocate for their members and the communities they serve within their professions.

The AAO program is designed to illustrate that association membership is the initial stamp of approval to look for when a consumer selects a professional in any field.

“Once again this year, the Ohio Foot and Ankle Medical Association is continuing to promote foot health and patient visits with OHFAMA member doctors of podiatric medicine through this educational radio campaign,” Rumberg recently shared with her membership. “This is the third year of the campaign, and it provides an opportunity for OHFAMA to join with other OSAE-member associations to promote OHFAMA membership as well as support members’ podiatric practices through a public education campaign with messages targeted to consumers around the state.”

“All of the on-air commercials direct listeners to visit the AAO website, where they will find a video about the importance of seeing an OHFAMA member podiatrist and they are then directed to the APMAs’ ‘Find a Podiatrist’ search feature,” Rumberg added. “In addition to the radio advertisements, ONN places banner advertisements online in the target market with a similar message to the radio ad that is running at that time. In 2016 alone, the banner campaign delivered over 100,000 impressions. It’s a great tool for my organization and its members.”

To find out more about the program and its association participants, please visit www.AssociationsAdvanceOhio.com. All OSAE members who sign up for the program before 2017 concludes will receive a significant discount on enrollment and on future OSAE events throughout 2018.