The Ways and Means "Marketing for Associations

Based in Ottawa, this agency works exclusively with associations, councils, societies and foundations across Canada, the United States and internationally. Founded in 2015 and operating with a small team, it focuses on helping these membership-based organizations grow membership numbers, increase relevance, and build reputation with the public and various levels of government. Its leadership brings prior experience running a digital and video marketing agency, including work for associations in sectors such as medical and agriculture, and the agency describes itself as an active member of CSAE, with staff contributing as guest authors on association leadership topics. The site states it has worked with more than 100 associations to date. Services span strategy, branding, video production, animation, graphic design, analytics, copywriting, translation, search engine optimization, website development and web application development. Work is organized around a proprietary framework called AGOM (Association Growth Optimization Model), intended to align marketing strategy, creative direction, content, technology and member journeys into a single growth system. Engagements typically begin with a defined project — a new website, a video series, a podcast or a digital campaign — with an option to move to an ongoing retainer called the Mission Growth Continuity Program for continued marketing support. The agency also publishes free resources for associations, including a checklist for structuring content so AI models can identify and reference an organization's expertise, and a self-assessment tool aimed at identifying barriers to membership growth.