MASSACHUSETTS BROADCAST ASSOCIATION
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GOAL:
To reinvent a fading
organization, build a respectful industry reputation and increase the Association’s ability to better service its members |
BACKGROUND
Founded in 1954, the MBA is a voluntary trade association representing over 200 over-the-broadcasters in the Commonwealth of Massachusetts. Its key responsibilities include, but are not limited to, assisting members with broadcast industry related and other business related challenges, following industry trends, educating the public about the industry and promoting the field as a rewarding and challenging career choice. |
THE CHALLENGE
The association lacked attention to detail and motivation while under previous direction. Its reputation was fair at most, and industry recognition was luke warm. Reinventing this organization would require a serious overhaul of the member services portfolio, association marketing and public relations. |
THE SOLUTION
Through an aggressive public relations campaign it was imperative to build better relationships with value-added partners along with regaining the trust and respect of the Bay State over-the-air broadcast community.
Over time, more member services and resources were created and marketed to existing and potential membership as well as to the public (when applicable). Educational seminars, high profile events, major efforts on Capitol and Beacon Hills, as well as day-to-day business-related services were also improved upon to better illustrate the power and potential of the Association. |
THE RESULTS
In just over a decade, membership increased from 35% of eligible stations to 89% revenue. What was once less than $50,000 annually is now nearly a half a million dollars. Once an organization with very little recognition, the MBA is now a thriving resource and support system for the ever-evolving broadcast community in the Commonwealth.
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