This table presents the various communication options that can be utilized, along with the pros and cons. It is not always necessary or practical to use every avenue, so select the communication avenue(s) that will best reach your audience(s) and achieve your goals.

Marketing & Communication Handbook
> Introduction and Purpose
> Section 1 – Communication Planning
> Section 2 – Communication Tips
> Section 3 – Communication Options
> Section 4 – Planning Your Marketing Efforts
> Section 5 – Sample Marketing Plan
> Section 6 – Branding
> Section 7 – Marketing & Communication Resources
Tool
Audiences Reached
Pros
Cons

ASCLS Connect Communities

  • Members
  • Targeted member segments (based on Community)
  • Anyone can communicate with anyone else in ASCLS in real-time
  • Easy to target specific groups with specific messages
  • Closed community to ASCLS members only
  • Members must opt-in and manage their settings
  • Requires education and buy-in for some members to use it (effectively)

Email

  • Members
  • Targeted member segments
  • Lapsed members
  • Non-member event and CE consumers (customers)
  • Industry
  • Partner organizations
  • Legislators
  • Inexpensive
  • Most common way to communicate
  • Reach audiences on multiple devices
  • Able to target specific groups with specific messages
  • Email overload—hard to get attention
  • Emails sent to promotions/junk folders
  • Must keep email lists current with correct email address

Website

  • Members
  • Non-members
  • General public
  • All information in one spot
  • Available 24/7
  • Audiences must be driven there
  • Content must be kept up to date
  • Audiences have high expectations for websites (user experience)

Social Media

  • Members and non-members
  • Targeted segments of members and/or non-members (using paid ads)
  • General public (when shared widely)
  • Able to reach a very wide audience
  • Able to target specific groups of members and non-members (using paid ads)
  • Very easy to share content
  • Platform algorithms may make it harder to reach people unless you pay
  • Trolls/negative comments get more attention

Newsletter

  • Members
  • Showcase member stories, expertise, opinions, case studies, etc.
  • Provide information/announcements specific to constituent society
  • Easy to share widely through social media
  • Time-consuming to produce
  • Requires software and skills
  • Can be difficult to get content submitted

Blog

  • Members
  • Targeted segments of members
  • Non-members
  • General public
  • Showcase member stories, expertise, opinions, case studies, etc.
  • Provide information and announcements specific to targeted group
  • Can be posted anytime so information is timely
  • Easy to share widely through social media
  • Requires software
  • Can be difficult to get content submitted
  • Should be updated frequently

Video

  • Members and non-members
  • Targeted segments of member and/or non-members
  • General public
  • Very engaging
  • Able to showcase ASCLS members and the impact they make
  • Improves social media impact
  • Nearly everyone can make a video with their smartphone
  • Time-consuming to produce
  • Requires software and skills (depending on production quality)

ASCLS Society News Now e-newsletter

  • All ASCLS members
  • Targeted segments of members
  • Non-members (when shared on social media)
  • Reach a wide audience of ASCLS members and some non-members
  • Share information and announcements that are timely
  • E-newsletter includes short blurbs; not ideal for longer pieces

ASCLS Today

  • All ASCLS members
  • Non-members (when shared on social media and in the workplace)
  • Reach a wide audience of ASCLS members and some non-members
  • Showcase member stories, expertise, case studies, etc.
  • Longer production time; not ideal for time-sensitive information

CLS Journal

  • All ASCLS members
  • Non-members
  • Share scientific and scholarly research with a wide audience
  • Easily shared on social media
  • Easily discovered through internet search
  • Longer production time; not ideal for timely information
  • Specialized audience

Podcast

  • Members
  • Non-members
  • General public
  • Popular mode of communication
  • Able to reach people on multiple devices
  • Good for auditory learners
  • Time consuming
  • Requires software, equipment, and skills

Public Speaking (Presentation)

  • Members (at ASCLS and Constituent Society events)
  • Non-members at other organization events
  • Inter-professional healthcare workers
  • Reach a wide audience of ASCLS members and non-members (depending on where speaking)
  • Showcase members’ and medical laboratory professionals’ expertise, case studies, etc.
  • Be seen as a subject matter expert
  • May present in-person or virtually
  • May involve a long lead time to submit proposal and get accepted before presentation
  • Requires presentation skills

Direct Mail

  • Members
  • Targeted member segments
  • Lapsed members
  • Non-member event and CE consumer (customers)
  • Examples: Renewal notices/letters/postcards; conference brochures
  • Gets people’s attention
  • Tangible item
  • Reach people where they work/live
  • Expensive
  • Address info must be up to date
  • Postal delays (currently)

Phone Calls, Text Messages

  • Members
  • Targeted member segments
  • Lapsed members
  • Industry
  • Examples: welcome new members; remind lapsed members of renewal; invite members to attend events
  • Personal touch
  • Able to have a conversation, respond to questions/feedback
  • More time consuming
  • Some people are uncomfortable making calls

Word of Mouth

  • Members
  • Non-members
  • Inter-professional healthcare workers
  • General public
  • Personal touch
  • Able to engage in a dialogue
  • People trust their friends/family recommendations
  • May not have all information needed at time of discussion
  • Less efficient at reaching large numbers of people