Exercise - Planning a Community

Visibility: Open to anyone

    Marketing Professionals community in Washington DC, by Simona Ciampi

    STEP 1: Competitive analysis

    Existing communities on Marketing practice:

    1. AMADC - American Marketing Association DC Chapter
    2. The Washington DC Network Marketing Meet-up Group http://www.meetup.com/network-marketing-dc/
    3. Washington DC Digital Marketing - Linkedin Group

    There is only one active community under the domain “Marketing” in Washington D.C. coming up in a Google or Bing Search, the American Marketing Association, DC Chapter. The association is active on multiple channels, on-line and offline with events and has over 700 registered members. I am an active member of this community of practice, and I volunteer for the Acquisition Committee, servicing the activities and strategies to acquire new members. The direct knowledge I have allows me to say that it is not structured like a real community, but instead people join to serve one specific goal, and leave (stop renewing the membership dues) once the goal is accomplished (new job, specific professional growth, networking…).

    Another group, called The Washington DC Network Marketing Meet-up is not active and doesn’t have any administrator. The platform used was the Meet-up on-line platform.

    A third community, found through my professional contacts on Linkedin, is named Washington DC Digital Marketing, and is more focused on just the marketing professionals interested in the Digital field. Linkedin and personal meetings seem to be the only way this community exists. It has 71 members, mostly young professionals in the DC metro-area, interested in the Marketing in the Digital environment.

    My new community: DC Marketing Online community

    My marketing community should focus on the niche of marketers living in the DC area that have a specific need for interaction with other professionals: they need to pose questions, to know what are the best classes available, on-line courses, free resources, and so on. They not necessarily belong to the American Marketing Association DC Chapter (AMADC), but I would leverage the contacts and relationships with the AMADC Board as a launching resource to get the community started.

    The added value of this community would be being LOCAL, but without the need to get through traffic to get to know and get help from local professionals. It would be informal, without the need to pay a fee to join.

    There is the need for an on-line platform that would potentially interest the 71 Washington DC DIgital Marketing members and many members of AMADC, who actually don’t go to events because they live far from the city, but still would benefit from a peer to peer interaction. 

    STEP 2: Psychographic profile of a potential member (after asking questions to 2 potential members and finding patterns):

    A typical member of the Online Marketing Community is a marketer that lives in the DC metro area, is between 27 and 45 years old. He/she sees that he/she doesn’t possess all the skills required for being competitive on the job market. He sees how quickly the marketing environment and professional best practices are changing with new technologies, and needs a way to be in contact with his/her peers to be able to keep the pace of the change. In particular, he is seeking information regarding the Digital environment, as a way to be able to make a career change or to grow.

    STEP 3: Survey on target audience's habits

    I used Google form to create the Survey linked below:


    STEP 4: Elevator Pitch to promote the community

    The DC Online Marketing Community is a Community of Marketing professionals who interact regularly and help each other to stay up-to-date in a profession that changes very quickly. New technologies, resources, and tips are available to all members and mentors and mentees help each other get ahead in their professions. It is a local community, so you can also meet your peer personally periodically and leverage the community to expand your professional network.


    This document was generated as an exercise for the World Bank Groups' Community Manager Certification Program.