DMA strategic plan emphasizes relationships, trust

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New York—The Direct Marketing Association on Monday unveiled its board-approved 2005 Strategic Plan that is expected to serve as a road map for the organization over the next five to 10 years.

Direct Marketing Association President-CEO John A. Greco Jr. said the overall goals for the DMA are "complete transparency" and relationship-building.

"We want to create trusted, secure and mutually beneficial relationships," he said.

The DMA said its central strategy will be to promote direct marketing while building "a bridge of trust" with current and prospective customers/donors, legislators, regulators, members and prospective members.

Long on vision but short on details, the new plan also calls for the DMA itself to adopt its industry’s best practices. "We are going to practice the art of direct marketing at the association," Greco said.

He said the plan is the result of a yearlong process that included forming committees and conducting working sessions among members, followed by research that encompassed conversations with 500 to 600 direct marketers, including nonmembers.

—Carol Krol

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