ASSOCIATION WORKBOOK

This workbook introduces associations to implementing video strategically and guides you through where to start, which programs drive the best results, and how to fund your video programming.

Video is a medium that works across all departments in an association to inform, educate and inspire its members and prospective members. Because each department may be using video a little differently – or not at all – your team could be left asking questions such as:

  • Where should I start?
  • What programs are best for us and our members?
  • Who should own the video strategy?
  • How do I finance the cost of video?

This workbook is designed to answer these questions and help you take the first step towards a strategic video plan. Each video should be measured against three success criteria: to Engage Members; assist in the achievement of Association Objectives and Generate Revenue – to make your video programming sustainable.

WORKBOOK

INSTRUCTIONS

Follow the steps outlined in this workbook to aid you and your colleagues in identifying the types of content that will meet member needs, association goals and financial targets. The pre-populated responses throughout this workbook are shown as an example to demonstrate how your answers will lead to a balanced and strategic video model.

This exercise should take less than 30-minutes to complete. At the end you will have a first draft that can help you identify and prioritize content based on strategic objectives. We hope this simple three-step process helps demystify questions you have on where to start and what to do. This workbook will help you leverage the power of video to inform, educate and inspire your members!

If you would like any help throughout this process, we would be pleased to assist you.

Dan Stevens, President

E dan.stevens@workerbee.tv

P +1.204.272.2250 x222

Susan Welter, VP, Business Development

E susan.welter@workerbee.tv

P +1.717.779.1929

SECTION ONE

SOURCES OF VIDEO CONTENT

While you complete this exercise think about how you want your association to be perceived by your membership. Likely you want to be the source for information and education, helping members with their career goals and primary needs. With this in mind, you need to develop content that members will appreciate, so that they continue to look to your association for updates on trends, best-practices and industry insights. Video content is easy to consume, and can be everything from short-form educational updates to online learning, continued education and accreditation.

The objective in this section is to help identify key sources of high-quality content and member needs where the use of video can elevate your ability to inform, educate and inspire members and prospective members.

LEADERSHIP-DRIVEN CONTENT

Board members, chapter leaders, and internal staff can - or perhaps already do - generate content that speaks to relevant topics such as, industry updates, economic outlooks, government or legislative updates and other news that matters to members. This first section asks, "What content can you leverage from the leaders within your organization?"

Populate the section below with as many ideas as you can, utilizing the leadership in your organization or information you already have on hand:

TOPIC

# PER YEAR

TOPIC

# PER YEAR

EDITORIAL CONTENT

Your association likely already has high-quality member driven content in the form of a magazine, newsletter or e-newsletter, journal or blog.

How many issues do you publish each year for the following:

EVENT-DRIVEN CONTENT

Events, chapter meetings, conferences and educational seminars attract experts and thought leaders in your industry. Why not leverage these attendees and speakers into educational content that will impact your members careers?

Thinking of the keynote speakers, full sessions, break-out sessions and panels, how many sessions at a typical event could benefit from being filmed and shared out with your full membership online?

Please indicate the number of key sessions at each event that could be shared with your full audience:

SPONSOR-DRIVEN CONTENT

Identify sponsors that can speak as experts on one or two topics, insights, future trends or case studies that would be valuable to your membership:

SPONSOR NAME

TOPIC(S)

SECTION TWO

ACHIEVING DEPARTMENTAL OBJECTIVES

Every department has different objectives. Video can help tackle these objectives by leveraging an easy to consume medium to cut through the clutter and achieve your goals. Some common areas where video can help include:

ASSOCIATION INFORMATION

This section is used to identify the types of video that can help each department meet their annual objectives.

DEPARTMENTAL VIDEOS

Assuming unlimited time and resources - what videos do you think would be beneficial to achieving your departmental goals?

Indicate the number of videos per year for each type, by department below:

MARKETING & COMMUNICATIONS

# PER YEAR

EDUCATION, LEARNING & EVENTS

# PER YEAR

MEMBERSHIP

# PER YEAR

ADVOCACY, GOVERNMENT AFFAIRS & LEGISLATION

# PER YEAR

SECTION THREE

FINANCING YOUR VIDEO CONTENT CALENDAR

For years, associations turned to magazines to provide members with regular communication, education and updates and leaned on advertisers to provide member value and generate profit. Video is the new, mobile-friendly vehicle to deliver a consistent frequency of content to your members while supporting your programming with sponsorship, advertising or pay-per-view revenues.

However, not all content should be supported by advertising or sponsorship. Content monetization varies from association to association. For example, a member recruitment video perhaps should only be branded by the association, with no advertising support.

This section helps you identify the best way to monetize your content, with the appropriate non-dues revenue model including, sponsorship, advertising, pay-per-view, grants or funded by the associations budget.

What percentage of your current video programming is funded in the following ways?

If the IDEAL MODEL above was achievable and scalable, would it increase your use of video?

DELIVERABLES WORKBOOK
TOTALS
VIDEO
OPPORTUNITIES
Q1 Q2 Q3 Q4 TOTAL
VIDEOS
FUNDED BY
LEADERSHIP DRIVEN CONTENT 0 Produce one video for each topic 0 0 0 0 0 Up to 7 Sponsors
EDITORIAL CONTENT
Magazine 0 Take one top-story per issue
and convert to video.
0 0 0 0 0 Up to 7 Sponsors
per Channel
Journal 0 0 0 0 0 0
Newsletter / E-Newsletter 0 Use 25% of content from the Newsletter
and 10% of Blogs to release as videos.
0 0 0 0 0
Blog 0 0 0 0 0 0
EVENT DRIVEN CONTENT
Annual Conference Sessions 0 Create a video from each key
session at these events.
0 0 0 0 0 Exclusive, or
up to 7 Sponsors
Webinars 0 0 0 0 0 0
Chapter Event Sessions 0 0 0 0 0 0
Other 0 0 0 0 0 0
Courses & Accredited Learning 0 0 0 0 0 0 Pay-per-view
Exhibitors 0 Sell an upgraded video listing
to 30% of all exhibitors.
0 0 0 0 0 Exhibitor paid
SPONSOR DRIVEN CONTENT
Thought Leadership 0 Convert 50% of topics to video. 0 0 0 0 0 Exclusive by sponsor
DEPARTMENT VIDEO SOLUTIONS
Marketing & Communications 0 Produce 50% of all promotional
videos in year one.
0 0 0 0 0 Cost paid by dues, or
supported by the profits
from sponsored content
Education/Learning & Events 0 0 0 0 0 0
Membership 0 0 0 0 0 0
Advocacy, Gov’t Affairs, Legislation 0 0 0 0 0 0
0 0 0 0 0

TOTAL

$0*

ADDITIONAL SERVICES
Filming Film with an expert crew at our annual event to capture sessions and interviews
Video Platform A video platform that integrates to the association’s website and brand enabling sponsorship,
advertising and pay-per-view revenue generation while making it simple for members to find, consume
and act on your video content
THIS WORKBOOK GENERATED

A BALANCED CONTENT MODEL &

$0

in Net Non-Dues Revenue to Association
This calendar, created from the data entered in the workbook, generates 0 videos for the year. Some videos are supported through sponsorship and others are at a cost to the association. Based on averages we see in the industry. Your model may be higher or lower depending upon your association's specific needs and circumstances.

Thank you for completing the workbook

Please provide the information below and we will email you a PDF copy of your balanced content calendar and revenue model.