Client: ALOA Security Professionals Association, Inc. (ALOA SPAI)
Circulation: Delivered monthly to more than 10,000 security professionals
Audience: ALOA members (security professionals)
Client Objectives: ALOA SPAI has served the locksmithing and security industry for 60 years with a mission to enhance the effectiveness and productivity of security professionals through training and certification. Their publication Keynotes magazine has existed for nearly as long, although in more recent years the publication struggled to keep up with the standards and demands of the organization. ALOA SPAI recruited madison/miles media to revamp the magazine and foster member engagement with the organization.
Challenges: With inadequate ad sales and exorbitant production costs, ALOA SPAI’s Keynotes magazine was ailing. The publication suffered from sagging editorial quality and consistently missed delivery dates. ALOA SPAI knew that they needed to rethink their production process to re-establish Keynotes as an authoritative source for security industry news, technical insights and member perspectives.
Since then, we have also branched out to help with all facets of their content marketing by producing brochures and other collateral for ALOA SPAI events, providing strategic assistance for their member recruitment initiatives and developing a web-based app to serve as a database of technical Keynotes content for members to access on the go.
Results: With our help, Keynotes ad sales have increased by nearly 700%, while production costs have reduced by almost a third. Today, the magazine ships on schedule, and the new Keynotes has won several national awards for Most Improved magazine. A third-party survey even recognized Keynotes as the industry’s number one source of information.
Our other marketing efforts have helped increase member loyalty, according to a different third-party survey. The app has also helped improve member engagement with ALOA SPAI and Keynotes content, with around 400 active visitors per month.
“madison/miles is extremely responsive and creative. It’s like having our own in-house marketing and publishing team. They understand association marketing, and they help us get it all done.” – Mary May, Executive Director of ALOA