Industry Marketing Trade Group Membership on the Rise

April 28, 2004

The Insurance Marketing Communications Association (IMCA) has reported a 16 percent increase in new company members and 18 percent increase in associate members since Sept. 2003.

“This is a positive and significant trend, considering that the uncertain business environment of the past few years has resulted in declining membership in many trade associations,” said IMCA Executive Director September (Temie) Seibert. “Our membership committee has initiated innovative strategies that have enabled us to build our membership.”

According to Seibert, the IMCA’s increasing membership and broadening appeal can be traced to a “Making Things Happen” Awareness Campaign, originally launched in June 2003. The campaign includes a revamped website, fresh new print advertising and marketing collateral, and a public relations effort. The organization has:

* Partnered with member publications and new partner sponsors to communicate its value to a large database of property casualty, life/health and financial services professionals, a move that has doubled the number of life/health members since the start of the year.
* Introduced a powerful, cost-effective HTML e-mail strategy to generate new member interest.
* Successfully leveraged new online tools and member benefits made possible by its expanded Web site.

Association president Fran Harding, assistant vice president of Zurich North America said, “IMCA, like many trade associations across the country, has had our share of challenges over the past decade, but we are quite pleased with the success of our drive to attract new members. Much of the credit goes to our Board of Directors, a diverse and talented group of professional communicators from both insurance company and associate members.”

The success of the 2003-04 membership drive is expected to have a positive impact on attendance at IMCA’s Annual Meeting at Foxwoods Resort in Eastern Connecticut, June 20-23, 2004. The meeting features both general sessions and workshops on advanced marketing strategies and innovative communication techniques. In addition, the Annual Meeting is the venue for IMCA’s Showcase Awards for member creative work, the prestigious Golden Torch Award for outstanding achievement in the insurance industry and the “SAMMY” competition for Best of Show as judged by attendees.

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