• Who is the intended audience? What demographic, trends, qualitative, or quantitative data already exists about them? What do they do and aspire to become?
• What is the specific desired action or reaction we want to achieve?
• What is the desired brand image or identity we want to convey? How will this project reinforce a larger brand image we want to convey for the association, industry, and professionals we represent?
• How should our communications compare to those of other organizations that try to reach our audience?
• What is our value proposition? What are the key benefits and features? How will our communication of these create a competitive advantage over similar providers? What makes us unique?
• Which types of messages and designs will best resonate in the minds of our audience? What words and graphics will incite action?
• What marketing communication media should we choose? Print, mail, phone, e-mail, Web, publicity and press coverage?
• How can we make the best use of our limited time and financial resources?
• How can we integrate our message into other communication channels across the association?

John Gunn is CEO of John Gunn Marketing Partners, specialists in market research, strategic marketing and planning, organizational image development, membership and product marketing, print and electronic promotions, and creative design services for trade and professional associations. Contact him at jg@gunnmarketingpartners.com or 703-979-9223. His web site is www.gunnmarketingpartners.com.