The VMAE Marketing Task Force and consultant Christopher O’Toole of Breightly developed value proposition statements about VMA membership that all VMAE members can incorporate into their communications and membership renewal messaging points.
The VMAE Marketing Task Force and consultant Christopher O’Toole of Breightly developed value proposition statements about VMA membership that all VMAE members can incorporate into their communications and membership renewal messaging points.
VMAE members expressed concerns expressed about the potential impacts of COVID-19 pandemic on members’ clinics and subsequently on their VMAs so VMAE engaged Christopher O’Toole, of Breightly.com, to articulate sensitive yet confident key messages for membership renewal.
With feedback from a member focus group Chris has finalized the letter, which you can download below in both Word and PDF formats for your use. Also available is a variation of the letter tailored for use with prospective members.
Chris provided these helpful comments to elaborate on the tone and approach of the letter and to provide some ideas on ways you can tailor the messaging:
There are 6 principles to creating an effective membership letter. If you follow all 6, your letter will be successful. The more you deviate, the less successful it will be. The attached membership letter was designed to be as flexible as possible while still following all 6 principles. The below bullet points will describe the attributes of the letter and how you can make it your own.
Principles of an Effective Membership Letter
VMAE’s Marketing Task Force worked with marketing expert Chris O’Toole of Breightly to develop Value Proposition Statements that veterinary medical associations can use to market their organizations. These are easy to use statements and images that can be incorporated into website home pages, marketing emails, post cards, flyers or social media promotions. The four areas in which the statements were developed are Purpose, Community, Advocacy and Education. The intent of the statements, along with supporting text and great imagery, is to evoke a positive emotional feeling for the viewer. Scroll down to see the statements and mock-ups to give you great ideas on how to use them.
Additional resources are also available to guide you through initiating your marketing strategy. At VMAE’s July CE program in Denver, Chris presented the Value Proposition Statements and taught us the importance of showcasing our “Why” and how the statements and text can be used to effectively promote our organizations and to create brand loyalty. A video of his presentation is below along with accompanying slides.
Also included below are suggested stock images along with a list of image websites.
/ A
We believe that being a veterinarian is more than just a job.
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SUPPORTING TEXT
To us this is more than a career choice, it’s who we are.
We are a community of individuals who are committed to advancing the cause of organized veterinary medicine in our state.
This is our profession. This is our cause. Come join us.
Our profession. Our cause. &VMA.
– – – –
TONE
Personal, Inspired, Compassion.
/ B
We believe success starts with your connection to community.
/ C
We believe profession = community.
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SUPPORTING TEXT
Come join us.
This is our profession. This is our community. Come join us.
Our profession. Our community. &VMA.
– – – –
TONE
Connection, Joy, Friendship, Fun
/ D
Veterinary medicine is a
cause worth advancing.
/ E
All medicine is not the same.
– – – –
SUPPORTING TEXT
We believe it is vital for our profession to have a voice. Don’t you? Come join us!
We advocate for change that moves veterinary medicine and animal health forward.
Your &VMA membership gives a voice to our profession. Together, we’re continuing to advance the cause.
This is our profession. This is our cause. Come join us.
Our profession. Our cause. &VMA.
– – – –
TONE
Advancement, Direct, Sense of Urgency
/ F
It’s more than just CE, it’s:
finding balance;
creating opportunity;
igniting purpose;
inspiring innovation;
discovering community;
– – – –
SUPPORTING TEXT
In every aspiration, we have you covered.
&VMA
Education for the Complete Veterinarian.
This is our profession. This is our cause. Come join us.
Our profession. Our cause. &VMA.
– – – –
TONE
Innovation, Purpose-Driven, Connection
Free Image Websites