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Association Success Story | Association Insights
ASSOCIATION SUCCESS STORY
Project
A website to maximize the untapped communications
potential of ETIS and help to ensure public trust in the
organisation, attract and retain members, raise public
awareness whilst increasing member engagement,
commitment and support for the organisation
Categories
Association and member management technology
Dates
2012 to 2014
Association
ETIS – The Global IT Association for Telecommunications
Members
Founded in 1991, ETIS is a membership based organization
which brings together the major telecommunications
providers in Europe to share knowledge on key information
and communication technology issues in a trusted
environment.
Project team
Fred Werner – ETIS Communications & Programme Director
Objectives
The goal of the new ETIS Website was to maximize the
untapped communications potential of ETIS and help
to ensure public trust in the organisation, attract and
retain members, raise public awareness whilst increasing
member engagement, commitment and support for the
organisation. The new website helped equip ETIS Members
and Central Office staff with a set of necessary tools
for more effective and enriched communications and
interaction in order to help ETIS achieve its Mission and
Vision, supported by an upgraded ETIS Online Community
Platform.
Below is an overview of the major outputs and expected
benefits of the new strategy and website:
» Upgraded Members Corner to create a more social,
dynamic & collaborative ETIS online community that
fosters a culture of sharing knowledge
» Refreshed ETIS message that effectively communicates
the benefits & values of ETIS membership in order to
attract new members, associates, partners & sponsors
» New tools & strategies to effectively cross-communicate
our activities, topics, survey results & deliverables to ETIS
members
» Leverage the Social Media opportunity to increase our
online presence, public profile, distribution of top level
public information & member engagement
www.associationsnetwork.org
» Improved logistical tools to support our members ‘onthe-go’ like responsive design, online meetings and event
management tool
» Increase the security, quality, targeting and accuracy of
content and data in our Members Corner
» Increase the efficiency of the Central Office by aligning
internal processes into one platform
» Ensure that our Website keeps up with the speed of the
Web and control future development costs
Introduction
Several years ago we found that some of our Members were
self-organising on Linkedin and creating their own Working
Group spaces. This served as a wake-up call to make sure
that our Membership Platform was good enough to at least
not give them the excuse to run to other free resources to
engage with each other online. The result was a thorough
review of our communications plan and the launch of a new
Website and Membership Management Platform which has
almost double our Member Logins.
Background
Over the years ETIS has put a lot of effort into the image
of the organisation as well as the continual improvement of
the ETIS Website and Members Corner. As a result, we have
succeeded in conveying an image of ‘trust’ and ‘community’
supported by a coherent brand/image and a working set of
marketing/communications tools.
Although we have succeeded in many areas, there is
always room for improvement especially in the ‘web
2.0’, collaboration and social media aspects of our
communications strategy. Following the spirit of continual
improvement, we used this opportunity to further
strengthen our communications capabilities with an
updated Communications strategy between 2013 and 2015.
The goal of the Communications Analysis & Roadmap
2013-2015 is to maximize the untapped communications
potential of ETIS and help to ensure public trust in the
organisation, attract and retain members, raise public
awareness whilst increasing member engagement,
commitment and support for the organisation.
Activities
Personalised experience:
The ETIS online community, as a concept, serves as
a dynamic central communications hub where all
communications originate, retu rn to, converge and where
member interaction takes place in a manner that empowers
our members to take ownership of ETIS activities. It also
acts as a one-stop shop for all ETIS-related needs of
our members – information, networking, engagement,
collaboration, sharing of knowledge as well as informal
socialisation.
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