When the Club Management Association of America (CMAA) set out to strengthen its print and digital advertising revenue, they were looking for more than just a sales partner, they needed a team that understood the unique needs of their industry, could bring fresh energy to their media strategy, and act as a true extension of their staff. That’s where Profitable Association Inc. (PAI) came in. With a hands-on, relationship-driven approach, PAI helped CMAA reimagine its advertising program—enhancing their media kit, engaging new advertisers, and delivering meaningful revenue growth.
The Challenge
According to Melissa Low, Vice President, Communications & Advocacy, the Club Management Association of America (CMAA) has a membership that really likes getting their magazine in the mail. The association had used various models around the creation of content and advertising sales. In 2021 they were also looking at ways to increase revenue from advertising in the printed version and a digital format of the magazine. Despite the effects of the pandemic, the club industry was doing well as people found their clubs to be safe and welcoming places. CMAA wanted to identify “a partner that could really help us revitalize our lagging ad revenue for the magazine”. Low mentioned this challenge to a trusted partner that CMAA had in a design firm, and that led to a referral to Profitable Association, Inc. (PAI).
The Solution
Low stated that Profitable Association, Inc. brought their expertise and best practices to CMAA. This has evidenced itself in numerous ways, and Low indicated, “The PAI team has been amazingly responsive, very creative, and personable. Our media kit has significantly improved with PAI: they worked in concert with our design partner to help make that look visually appealing and to be very detailed, but also provide great insights into our readership.”
She explained that PAI has proactively identified and contacted new potential advertisers. PAI has also been instrumental in benchmarking CMAA’s rates against other publications to ensure that the association is where it needs to be with what is being charged for advertising.
PAI has also made a tremendous impact with their approach. Low described the PAI team as having “a great personal touch” at industry events and CMAA’s world conference. She illustrated this by referring to their more than 350 exhibitors and how PAI will have conversations with each one and to make sure they’ve seen a copy of the magazine. Low also intimated that the show edition is the largest one of the year because it lists the exhibitors and gives an open door for that introduction.
Low added that there are numerous new companies with exciting offerings or technologies entering the space. PAI will meet with them to determine their needs and objectives and whether the magazine with print and digital options is a strong match.
“Heather and the PAI team go above and beyond when they’re onsite at our world conference. They really help enhance our staff efforts and truly are an extension of our team both onsite and in any interaction they have throughout the year with our members and potential advertisers,” observed Low.
Low believes that their success results from these efforts, a sustained marketing campaign over the course of the year, and a willingness to consistently follow up on inquiries.
Low concluded, “Since we started working with PAI, we’ve really seen our advertising revenue grow. PAI has been a great partner all the way around, and I have no hesitation to recommend them.”
The Club Management Association of America (CMAA) was founded in 1927 and has over 8000 members. CMAA promotes education, networking, and resources for members supporting the success of country clubs, city clubs, athletic clubs, yacht clubs, and other clubs in the United States and worldwide. With headquarters in Alexandria, Virginia, CMAA currently has more than 75 chapters for club management professionals and students.
Profitable Association Inc. (PAI) is a trusted partner to associations nationwide, specializing in custom-built advertising, sponsorship, and exhibit sales programs. With decades of experience and a team that integrates seamlessly with your staff, we provide strategic, hands-on support that drives revenue and strengthens industry relationships. We serve as a true extension of your team—onsite at events, in ongoing communications with partners, and in every detail of your media strategy. Interested in more information about our sales programs? Schedule a free call with our team today to learn how Profitable Association Inc. can help #PowerUpYourRevenue in no time!
