Simplifying Association Transformation
Cimatri helps association and non-profit leaders manage change through organizational transformation. Their ‘Disruptioneers’ are experienced association leaders who get their hands dirty with policy governance, digital strategy, workforce culture, service design and association IT.
Cimatri had an urgent need to raise their profile in the association space as a leader in transforming organizations digitally and culturally. The first step was to identify target persona’s, which included a comprehensive look into the psychology, problems to be addressed and how best to reach each target persona. A communication strategy was wrapped around this persona where PR conducted outreach to influencers and press at large industry events and speaking engagements.
At the 2017 American Society of Association Executive (ASAE) Annual Conference, the signature event for the target persona with 72% of attendees labeled as decision makers, Cimatri’s CEO led a workshop. Cast Influence leveraged this workshop to pitch the brand and CEO as an influencer in the space. The result was high visibility in media outlets covering the event including many one on one conversations and interviews. The CEO was published on ASAE’s Tech Center as an expert on digital and organizational change for associations, and highlighted on Associations Now, setting the stage for many inbound leads in the future.
Content marketing was one of the first items Cast Influence prioritized around lead magnets and blogging. Cimatri now publishes a blog every other week and at a minimum produces a focused study or white paper. In addition, Cimatri is participating in the development of a new podcast effort to give association leaders a forum and place to learn about organizational transformation. The result has been a highly interactive web destination with a continually increasing conversion rate on form submissions and goals.
“Since I began working with Cast Influence, my professional social network has grown from 1,500 connections to more than 2,700 connections and still growing! This has resulted in 2-3 more qualified leads per week and several new speaking engagements.” — Rick Bawcum, CEO