A marketing plan is a roadmap for firms with a big, flashing arrow saying “YOU ARE HERE.” It provides a historical reference point to how you got to a particular place in your marketing operations and opens up the myriad of ways you can move forward. There is no wrong way to develop a marketing plan, but we can help guide you through the steps we took from start to finish!
Over the past 18 months, a group of AAM members has been leading the development of AAM’s first association-wide marketing plan. This plan sprang from AAM’s Vision 2020 commitments and was meant to give AAM an idea of what we’re good at, where we can improve, and how to go about doing so.
This plan is now being incorporated into Vision 2025, but before we see how it plays out, we wanted to share the process we underwent in its development.
During this session, we will:
- Provide you with both high level and tactical ideas for implementing your firm's own plan
- Show you our process in developing AAM’s marketing plan
- Highlight key elements of the plan that you can expect to see in the coming years
Laura Metz is the Marketing & Communications Manager for Moore North America. She is responsible for the association’s brand and marketing efforts within the North American region, as well as internal and external communications and business development initiatives. Prior to joining Moore NA, she was a Marketing Supervisor for Brown Smith Wallace.
She is the Chair of the AAM Strategic Communications Committee, and has been active in the organization for the past three years.
Laura graduated from the University of Missouri with a Bachelor of Journalism degree, and has been actively marketing for professional services ever since.
Joe Kovacs is Director of Marketing and Business Development at Councilor, Buchanan & Mitchell P.C., a Washington, DC-area accounting and advisory firm. Joe directs marketing and business development initiatives to advance CBM’s growth potential among targeted audiences, and collaborates with the firm’s industry and service line niche leaders to strategically advance their marketing, branding and public relations goals.
Joe has nearly 15 years of accounting marketing expertise. He has also served as director of communications for an international non-governmental organization, managed public relations and community outreach strategies for an engineering consulting firm and a Colorado school district, and served in marketing and press relations roles for two nonprofits in Washington, DC.
He has been accredited as a public relations professional by the Public Relations Society of America and holds a social media certification from Hootsuite. He has served on AAM’s board of directors, as an AAM executive committee member and in numerous committee chair and membership positions.