Best Practices for Association Microsites

Best Practices for Association Microsites: Micro web sites and sub branding seem to go hand in hand, as does the angst and elation both bring to trade association marketing departments. I completely support micro site development; it just seems many are launched without strategic goals to support a sub brand, and many have an expiration date. I am not alone in my love/hate relationship with micro web sites (micro sites). In our research for the “Sub-Brands and Micro Web Site Use by U.S. Associations 2012: Benchmarks and Best Practices,” white paper, we found that nearly one-half of U.S. associations have deployed micro Web sites to promote sub brands, and many of the association marketing execs I talked to mentioned a host of issues with the sites, including a lack of strategic tie back to the master brand.