This checklist provides an overview of what you need to consider as you develop your association’s value proposition statement.
1. Gain approval
Tell leadership why this is important and get their commitment to support this initiative from development through implementation.
2. Identify target audiences
You may target more than one group when developing your value proposition. For example, you may want to focus on brokers, large producers, and specialty groups. The Target Audience Outreach section of this toolkit can help you identify and work with your target audience(s).
3. Determine if you’ll do the research yourself or if you’ll hire a third party to assist with this process.
4. Do your research
Determine the method you will use to collect input from your target audiences (e.g., survey, focus group, one-on-one interview, online discussion, etc.); an association may choose to use more than one method of inquiry.
5. Collect and analyze data according to target audiences.
Look for trends, anomalies, services for differing demographics and membership segments, key benefits, services to be launched, discontinued, enhanced, etc.
6. Synthesize the results of the quantitative, verbal, and written feedback for key messages.
If using a third party, require that they provide these key messages as part of their service.
7. Disseminate the report and explain the key findings and action plans to members.
8. Determine if you have the ability, resources, or competency to meet your members’ biggest needs.
Does the benefit justify the budget? For example, if market reports are most important but you don’t have the manpower to produce them, evaluate if you can outsource this or find a way to provide this as a member benefit.
9. Develop your value proposition based on your association’s strategic objectives, your members’ feedback, and your ability to answer your members’ needs.
10. Develop a communications plan regarding value proposition.
The plan should include the general framework on the development of a project or program. In this case, the project is the association’s value proposition.
11. Execute your value proposition – your promise.
Talk about it often with members, the board, and staff.