Associations and other member-based organizations have the responsibility of marketing on an ongoing basis to their members, to the public and to the media. But how can an organization, with three distinct audiences and knowledge needs, provide fresh, valuable content and tools that enable the organization to flourish in these highly competitive times?

The most time-, cost-, and distribution-effective tool available is a well-planned and executed content-managed web site. Content management allows for the organization and customization of information quickly and easily. In addition, content can be tiered and password-protected, so information is shared only with the appropriate audience.

While the financial cost of membership in a professional organization may be reasonable, the organization has to prove that the time spent utilizing the organization's web site provides more value than time spent elsewhere. No longer can organizations simply post a static member directory, press releases and basic industry facts. Organizations must be able to provide an interactive forum that enables all of its potential users – members, general public and the media – to easily research, network and make decisions based upon the content and tools provided.

For example, a member-based association's web site should, at minimum, provide the following:

Members should be able to access a web site that transcends the expected membership information and application, meeting dates and member directory, for example and have access to a site that provides for on-line, accredited learning, real time networking and business solicitation.

Utilizing password protection, each member should have the ability to quickly and easily update their page in the member directory providing key data about their individual practices and, if applicable, a link to their site. Members should be able to engage in online, real time discussions on industry trends, sales and marketing techniques, etc.

Accredited seminars, learning materials and testing can be provided and any fees securely collected. Professional resources should be available including access to business support partners that may offer negotiated rates (i.e. travel companies, printers, etc.) Periodicals can be published online thus reducing costs to the organizations and providing easier information access, both current and archived, to the members.

In addition, the organization can “push” information to its members. Threaded message forums can easily be implemented to encourage discussion and consensus, if required, on organizational issues. Tools for business planning can also be created and offered.

For example, Dr. F. Laird Evans, Executive Director of the Middle States Commission on Elementary Schools, utilizes InfoServeCM to enable member schools to update their information easily and without any additional expense.

Through a password controlled system, schools that are members of the Middle States Commission on Elementary Schools have control of their marketing information/online brochure and can update it quickly and efficiently. By using a different password, which allows access to projection services, member schools can build valuable business case studies by inserting five years of historical data and the numbers for the current year and then simply clicking "compute" to calculate the projections immediately. With the ability to retain a five-year history, schools are empowered to intelligently plan short and long-term based upon the projection services that are calculated through a customization of InfoServeCM. Schools can forecast enrollment, library and technology usage, income and expenses, student departures and activity participation, test scores, community demographic trends and much more.

“Our site is accessed by individuals worldwide. The ease-of-use is key in attracting the public to our general registry of accredited member schools. Our registry offers a complete description of accredited schools. The schools complete an explicit shell of twelve sections that focus on governance, curriculum, facilities, etc. This enables consistency of information content between the member schools and is appreciated by the public user. In addition, we offer links to over 30,000 education institutions worldwide,” noted Dr. Evans. “The projection services is a critical business tool for the individual school's planning committees. It pinpoints areas of strength and of weakness which enables the schools to focus their resources appropriately.”

With increasing demands on personal time, an organization's web site must be very easy-to-use and enable consumers to quickly access current, informative articles, research potential service providers through the membership directory as well as ask questions of professionals. If applicable to the industry, on-line request for services should be available. Providing business leads furthers the value of membership and enables the organization to truly cost-rationalize membership.

With rapidity of change standard in today's business world, information flow must be fluid and ongoing. Printed media kits are obsolete and media communication executives must have tools to deliver information at a moment's notice. Utilizing the organization's web site, media personnel can locate expert sources, access up-to-the-minute position papers, releases and photo images as well as sign-up for e-mail releases. The onus is on the organization to leverage their web site as an efficient information conduit to both members of the media as well as influential community members.

So how do organizations enhance critical information flow in a cost-effective, user-friendly manner?

InfoServeCM is a suite of smart content and knowledge collaboration tools that enables organizations and associations to empower their existing web sites from static, brochureware-driven sites to dynamic content-managed sites. InfoServeCM does not have to replace existing technology in order be highly effective but can serve as an enhancement to implemented programs. Businesses and non-profits have utilized InfoServeCM to manage their Internet and Intranet content. Now, member-based organizations are recognizing the value of InfoServeCM and are implementing the technology after a careful review of existing technology, user needs and finances.

Costs are always a prime concern regardless of whether an institution is public or private. InfoServeCM is value priced for the robust nature of its offerings and can save thousands of dollars over similar programs without sacrificing capability. While the cost includes the ability to implement system-wide, InfoServeCM can be scaled to the user's timeframe and a modular implementation plan can be easily organized.

Once implemented, an administrator who with minimal training can begin managing and freshening content easily. InfoServeCM employs a “one to many” delivery methodology that enables creation of content by one and then pushing the content to the appropriate recipient or recipient group without duplication of effort.

Just as implementation across departments can be scaled, implementation of the various elements of InfoServeCM can be scaled as well.

Today, InfoServeCM enables a variety of companies, educational institutions, associations, and non-profit organizations to present a very dynamic marketing-oriented look and feel to the public. As John Back, The Baldwin School's Director of Technology noted, “Assigned users from a variety of departments throughout the school have the ability to update their information easily and without any additional expense using InfoServeCM. Currently, four departments are actively managing their areas on the site and we anticipate a dozen user departments will ultimately be involved,” said Back. “With an hour or less of training, users were able to take control of their information and thus be empowered to distribute knowledge quickly and efficiently.” Technical experience is unnecessary as simple cut and paste formats allow users to get started quickly thus avoiding any resistance on the part of new users.

“We are constantly improving the presentation of the information as we explore the depth of InfoServeCM. Our return on investment is not measured in dollars but in terms of the intrinsic value of the information and the encouragement of interaction between all members of our community,” noted Back.

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