Marketing General Helps Vocational Association Grow

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Through its new assignment from the American Vocational Association, Marketing General, Alexandria, VA, is helping the group form partnerships with corporations, build membership and increase revenue.

The association, which is made up of teachers, counselors and other education professionals involved in helping students make the transition from school to career, began partnering with companies a year ago to better prepare students for the corporate world. Through its own efforts, as well as recent efforts by Marketing General, the association now works with corporations such as America Online, Boeing, Compaq, General Mills and General Motors.

The corporate partnerships allow companies to receive member benefits, such as the association's publications and invitations to its annual convention, and also offer companies a chance speak with educators about the type of preparation students need, said Tony Rossell, senior vice president of Marketing General.

"The companies get member benefits, but they also meet with the association and have an impact on how the association speaks to its members," Rossell said. "It creates a loop between companies and schools and allows companies to have an impact on curriculum and to say 'These are the skills that we need.' "

In addition to finding more corporate partners and increasing membership, the agency will work toward boosting the circulation of the association's publications and increasing participation in its annual convention.

The association account is one of the record eight new accounts Marketing General won in the first 30 days of this year. The agency, which specializes in creating direct response programs for associations, has doubled in size in the past three years.

This year, it is planning to expand nationally, with emphasis on Chicago and New York, where there are particularly large concentrations of associations.

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