A media kit is more than rates, dates, and specs. Here's how to develop a kit that tells your association's story.
By Jen Smith
What makes your members unique?
That question was posed to association professionals during an Association Media & Publishing education event, "Dynamic Media Kits,” lead by Network Media Partners Chief Operating Officer Carrie Hartin and Senior Vice President Sean Soth.
The answer to that question is what every prospective advertiser will want to know. Your media kit, and your sales team, should be able to answer that question quickly and easily by using "unique selling points” that quickly connect your members to industry partners and differentiate your media from your competitors. Here are some tips from the Network Media Partners team:
1. Make sure your message is crisp, clean, loud, and clear. Imagery, icons, and call outs can all be tools to highlight one or two pertinent pieces of information and draw a reader into--and through--the kit, says Hartin.
2. Put the focus on your members by including statistics and factoids that tell the story of your membership. Remember that media planners will spend little time with any kit, so ensure that your points are succinct and interesting, says Hartin.
3. Because the landscape of communication covers many mediums, consider format and delivery early in the process. If you sell advertising space in a digital magazine, you need a media planner in a like format that shows how those ad spaces will work. If you are selling video access, incorporate video in the media kit file. Consider a video message from the executive director that talks about the opportunity and how it will reach members.
Also consider the legs of the media kit, says Hartin. How does the media kit get shared among decision makers and influencers within the prospective organization? Developing a microsite may be a better way for a contact to share information with their colleagues.
Flexibility and customization are crucial characteristics in how your association media products (and other opportunities) are sold to advertisers, says Soth. Develop your media kit so that it easily breaks apart to showcase specific communication vehicles, instead of overwhelming your prospects with options that don't interest them.
Finally, consider the overall look and feel of your media kit as what may be the first association material to reach the hands of a prospective supplier. Ensure that your association brand standards are used and help to further the story of your association.
Jen Smith is creative director at Network Media Partners. Association Media & Publishing thanks her for volunteering to cover this event for our members who were unable to attend.