Leveraging Existing Assets – Signature Magazine



Many associations may be leaving options for leveraging existing content and untapped resources on the table.



As the vice president of sales and marketing at GLM Communications, Jacqueline Tobin is responsible for developing strategic marketing and sales plans that promote growth and customer satisfaction for both GLM and association client partners.

GLM is a media service firm that provides advertising sales, event sponsorships, custom publishing solutions, and related services for associations. Here, Tobin shares her experience helping associations find new utility in their content and membership.

Thomas Marcetti, Signature Magazine: What is your favorite part of the job?

Jackie Tobin, GLM: I have found that many associations have assets that may be underused. By leveraging these untapped or under-used assets, entirely new revenue streams can be created.

An example of this is a magazine that targeted a specific segment of the association’s membership. National brands were offered sponsorship opportunities in this special interest publication and it was a win-win for all involved — the association, their members, and the advertising sponsors.

It is very exciting to see a project like that brought to life.

Thomas Marcetti, Signature Magazine: What other untapped resources do associations overlook?

Jackie Tobin, GLM: Associations are increasingly open to learning ways to integrate their content with various marketing opportunities, whether this is e-newsletter sponsors, website ads, social media campaigns, advertorials, custom videos, etc. By using existing content or by partnering to develop custom content, associations can build packages that are extremely attractive to both members and their advertising sponsors.

One obstacle we hear about from associations is their need to increase their donor contributions. We have found that associations may have untapped talent they are not aware of.

 By looking at their donor or membership base, many associations find well-known personalities who may be interested in serving as brand ambassadors or spokespersons to help promote and grow awareness for their organization.

Last year, we worked on an article about Jonathan Hutcherson with a non-profit association whose mission is to prevent and cure hearing loss through research. Hutcherson, a teen contestant on the 10th season of “The Voice,” was born with more than 50 percent hearing loss in both ears as a result of damage and has worn hearing aids since he was 2 years old.

He was featured on the cover of their music issue, and this resulted in incremental advertising dollars for their organization.

Eli Manning helps raise awareness for the Guiding Eyes for the Blind through an annual golf tournament. I am an early trainer and socialization program volunteer for this organization. The event raises funds to assist the group in providing guide dogs to the visually impaired. Manning’s involvement brings a lot of attention, which is good for the event and the cause. ■