Introduction and Purpose

This handbook is intended for use by members of the ASCLS Leadership Community, such as: ASCLS constituent society leaders; ASCLS committee, task force, and forum leaders; and other leaders in ASCLS.

What is Communication?

Effective communication is delivering the right message, using the right medium, to the right audience, at the right time in order to accomplish a goal.

Communications tend to fall into three categories:

  1. Inform – e.g., promoting member services, events, announcements, advocacy, etc.
  2. Educate – e.g., educating members on best-practices, future forward trends, case studies, etc.
  3. Inspire – e.g., peer-to-peer knowledge, professional impact, Society accomplishments, awards, etc.

What is Marketing?

Marketing is the activities, strategies, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers (members), clients, partners, and society at large. (American Marketing Association)

Online Handbook

Section 1 – Communication Planning

Elements of Communication Planning

Sample Communication Plan

  • Annual or Regular-Cycle Activities
Section 2 – Communication Tips

Professional Titles


Culturally Competent

Repurpose Your Content

Marketing Rule of 7

When Crafting Your Message …

Use of SBAR Tool

Section 3 – Communication Options

ASCLS Connect Communities



Social Media




ASCLS Society News Now e-newsletter


CLS Journal


Public Speaking

Direct Mail

Phone Calls, Text Messages

Word of Mouth

Section 4 – Planning Your Marketing Efforts

The 6 Ps of Marketing

Types of Marketing

Marketing Funnel

Effective Promotion

Financing the Promotional Plan

Evaluating Your Plan

Section 5 – Sample Marketing Plan

Meeting Marketing Plan

Section 6 – Branding

What is a Brand?

The ASCLS Brand

Section 7 – Marketing & Communication Resources

Templates and Graphics

  • Brochures, Fliers, Email headers, Social Media posts, etc.
  • Photos/Images

ASCLS Logo Guidelines

Website Hosting for Constituent Societies

Document Management/Sharing

ASCLS Leadership Resources