ABSEL Marketing Communications Plan

Abstract

A marketing communications plan (Mar-Com Plan) is proposed for ABSEL to increase participation at its annual meetings and attract more non-conference members. A description of ABSEL and its target markets are presented along with responses from a membership survey administered in 2009. Data on conference attendance and distance travelled to conferences provide additional background and rationale for the recommended plan. A detailed schedule of communication pieces (e-mails and newsletters), their purpose, and intended target audiences is presented along with a suggested timeline.