Associations and industry organizations can play a strong role in developing new markets, accelerating growth and promoting technologies. The keys to success in this role are careful planning and implementation.

Planning - Technical Marketing staff works closely with each organization's Board of Directors to develop a clear mission and a solid strategy to achieve that mission. Technical Marketing then prepares a detailed marketing program plan, using member input and information from the firm's industry research.

Program Implementation - Technical Marketing personnel collaborate with industry association members and committees to implement marketing programs. Components of these programs typically include the following functions:

• Member recruiting and retention
  
• Logo and image development
  
• Development of white papers and other collateral material
  
• Trade show displays and coordination of presence
  
• Industry liaison
  
• PR coordination
  
• Speakers bureau
  
• Newsletters and bulletins.