Join the Club: Keep These Associations on Your Radar

People who work in marketing, advertising, communications, and PR have the ability to master their industries by prioritizing professional development and networking. This relationship-focused approach helps not only contribute to industry success but also positively impacts our personal growth as professionals. A commitment to goal setting, collaboration, and life-long learning will better prepare us for diverse events in all facets of life.

One way to pursue these skills is by joining industry-specific associations and organizations. Joining an association is an incredible opportunity to help you master your industry and meet like-minded industry professionals. Whether you work in marketing, advertising, communications, or PR — all of these fields have industry professionals waiting to welcome you. There are numerous associations across Canada which can make it tricky to narrow down which is best for you.

Here are some of the most notable ones:

1. The Canadian Marketing Association (CMA)

Referring to itself as the “voice of the marketing profession in Canada,” the CMA strengthens the impact of marketers in the Canadian business world. They provide opportunities for marketers to develop professionally, contribute to thought leadership, and build strong networks across all global economic sectors.

With more than 400 members from the corporate, public, not-for-profit, post-secondary and health sectors, professional development offerings are available for all who are interested. These include seminars, virtual events and certification courses. The CMA also offers a two-year online Charted Marketing Program, where those enrolled can achieve the CM designation after a series of applied marketing courses and electives.

CMA membership fees are based on an organization’s annual gross revenue.

• Annual dues range anywhere between $1,730 to $34,920 for corporations, with reduced fees for subsidiaries.
• Membership fees for non-profit organizations range from $1,020 to $3,255.
• The CMA does not extend individual memberships.

2. The Association of Canadian Advertisers (ACA)

The Association of Canadian Advertisers (ACA) is the only professional trade association solely dedicated to representing the interests of client marketers and their services in Canada. The association focuses on helping its members maximize their marketing communications and brand ROI. To achieve this, the ACA provides members with relevant studies, private consultations, as well as webinars, events, and training sessions. The ACA is equipped to represent client-side marketers before government and industry. Priority issues for members include ACTRA, privacy, brand safety, responsible advertising to children, diversity, equity, and inclusion.

The member base consists of more than 300 companies and divisions, with collective annual sales of approximately $300 billion. Membership in the ACA is restricted to client marketers only, with a single-stakeholder focus that sets the association apart.

Annual membership fees are determined by a company’s annual marketing spend, including expenditures for all media, production costs, sponsorships, commissions and/or fees paid to agencies.

3. The American Marketing Association (AMA)

The American Marketing Association (AMA) strives to be the most relevant force of marketing around the world. Leading an unparalleled discussion on marketing excellence, the AMA offers visionary content, focusing on the tension between Best Versus Next Practices™. Members dive into the robust perspective that marketers should provide solutions for both today and tomorrow. AMA members are professionals who work, teach, and study marketing with a desire to further advance the industry. Members can consume exclusive AMA content, including AMA’s own academic journals, as well as discounts on products and events. With access to cutting-edge industry content, members are equipped with all the resources and relationships that they need for success.

Membership fees are charged annually.

• Professional and academic memberships cost $149.
• Undergraduate student memberships billed at $29.
• Group memberships come in at a total of $119 per person.

4. The Institute of Canadian Agencies (ICA)

The Institute of Canadian Agencies (ICA) is a not-for-profit association representing Canadian advertising, marketing, media, and public relations agencies. The mission of the ICA is to “amplify, protect, and transform” the agency sector through advocacy, awards, community, consultancy, insight, networking, research and training. This amplification can be seen through the ICA’s Creative Power List, which ranks Canada’s agency sector based on award show success. Protection is shown through the legal advisory service available to members and offers free access to corporate lawyers at CEO Law. Transformation is inspired through member participation in six collaborative peer groups, as well as diversity and inclusion resources.

Membership fees are not disclosed.

5. The Branded Content Marketing Association (BCMA)

The Branded Content Marketing Association (BCMA) represents a global community of brand and influencer marketing. The association sets industry standards for best practices, celebrates successes, measures efficacy, and connects the entire branded content and influencer ecosystem.

Some member perks include assistance attracting new revenue opportunities, training and education, and insight into ground-breaking research. The association also prioritizes its members' connections to leading experts in branded content and influencer marketing industries. To help members measure the effectiveness of their content, the BCMA has its own helpful tool: BCMA/Ipsos MORI Proprietary Measurement Tool. Not only does this tool help to measure a campaign’s impact, but it also shows how elements make consumers feel and which messages resonate.

Annual fees vary according to membership type.

• For an influencer or content creator, the fee is $249.
• For an individual, it is $950.
• For a small company with 2 to 49 employees, the cost is $1,995.
• For a large company with 50-plus employees, it totals $2,995.

6. The Canadian Public Relations Society

The Canadian Public Relations Society (CPRS) is a non-profit professional society dedicated exclusively to public relations. The society upholds professional, educational, and ethical standards in the PR industry to its 16 member societies across Canada. The organization runs a program of professional development events, seminars, and networking opportunities. CPRS Toronto also has a mentorship program consisting of a PR professional and mentorship opportunities, including a program that takes on five “mentees” for three months each. This program provides them with the skills and connections needed to navigate the industry.

The CPRS annual fees vary by membership type.

• Students pay an annual fee of $79.
• Emerging practitioners pay $155.
• Mid-level and senior practitioners pay $290.

There are many incredible associations in Canada for marketing, advertising, communications, and PR to join. These memberships allow individuals to gain privileged and valuable insights into their respective industries. Whether you are stuck in a creative funk or looking to expand your professional network, these organizations provide access to a professional network, academic journals, thought leadership, and more. For professionals of any level and skill set in marketing, advertising, communications or PR, joining an association will provide you with the tools you need to master your field.

Written by Sydney Vardja, Editor of Marketing News Canada