ORLA PREFERRED PARTNERS & HOSPITALITY PARTNERS
Basic Criteria for Consideration
PREFERRED PARTNERS
Companies interested in the potential for a business relationship with ORLA beyond that of Allied Membership must meet the following criteria and have been reviewed and approved by the ORLA Member Services (ORLAMS) Board of Directors. While not the sole determinants for such consideration of endorsed service, the following provide guidance as to what meets “suitability” for consideration.
There are five key factors for endorsement consideration:
Compelling exclusive member benefit. What is the compelling exclusive member benefit that an industry member will receive that will motivate them to join the association to access the proposed endorsed service or product? While it typically is savings, it doesn’t necessarily have to be. The cost savings or offering should be substantial and viewed as attractive to the membership.
Providing a "sticky" member experience. What is the ongoing benefit the member will receive? Upfront or one-time savings are not sufficient to keep a member engaged in the product or service as well as remain an ORLA member. Benefits should be ongoing so the endorsed service keeps program participants and ORLA retains members.
Growth-oriented, proactive marketer. The endorsed service is responsible for creating program awareness and promoting the program to membership in an ongoing basis. ORLA may assist in promotional efforts but it will be complementary to endorsed services efforts. ORLA provides a number of targeted advertising, sponsorship and event participation opportunities. The endorsed service must demonstrate they can market and sell the product, as they are responsible for generating sales, ORLA is not.
Statewide in scope. The product or service should appeal to the great majority of ORLA members given the diversity of our membership, which includes a variety of restaurant and lodging concepts, from large chains to single location independents; ORLA members are located across the state of Oregon. All service or products must be available statewide.
Revenue share relationship with ORLA. The proposal must generate a revenue stream for ORLA. We’re providing the proposing company with the ORLA name and attaching it to their product for their marketing use. The use of the good will and affinity with the members that ORLA has developed over the years has a value. Typically, if the revenue stream is less than $25,000 to $30,000 a year in some form at a minimum, ORLA is likely not interested in the program. That amount of income could include a percentage of the gross sales solely, or in combination with advertising, sponsorship or other marketing and promotional dollars.
The review and approval process typically includes:
For more information or to schedule an introductory meeting, contact Marla McColly, Director of Business Development, 503.682.4422.
Basic Criteria for Consideration
PREFERRED PARTNERS
Companies interested in the potential for a business relationship with ORLA beyond that of Allied Membership must meet the following criteria and have been reviewed and approved by the ORLA Member Services (ORLAMS) Board of Directors. While not the sole determinants for such consideration of endorsed service, the following provide guidance as to what meets “suitability” for consideration.
There are five key factors for endorsement consideration:
- Compelling exclusive member benefit
- Providing a “sticky” member experience
- Growth-oriented, proactive marketer
- Statewide in scope
- Revenue share relationship with ORLA
Compelling exclusive member benefit. What is the compelling exclusive member benefit that an industry member will receive that will motivate them to join the association to access the proposed endorsed service or product? While it typically is savings, it doesn’t necessarily have to be. The cost savings or offering should be substantial and viewed as attractive to the membership.
Providing a "sticky" member experience. What is the ongoing benefit the member will receive? Upfront or one-time savings are not sufficient to keep a member engaged in the product or service as well as remain an ORLA member. Benefits should be ongoing so the endorsed service keeps program participants and ORLA retains members.
Growth-oriented, proactive marketer. The endorsed service is responsible for creating program awareness and promoting the program to membership in an ongoing basis. ORLA may assist in promotional efforts but it will be complementary to endorsed services efforts. ORLA provides a number of targeted advertising, sponsorship and event participation opportunities. The endorsed service must demonstrate they can market and sell the product, as they are responsible for generating sales, ORLA is not.
Statewide in scope. The product or service should appeal to the great majority of ORLA members given the diversity of our membership, which includes a variety of restaurant and lodging concepts, from large chains to single location independents; ORLA members are located across the state of Oregon. All service or products must be available statewide.
Revenue share relationship with ORLA. The proposal must generate a revenue stream for ORLA. We’re providing the proposing company with the ORLA name and attaching it to their product for their marketing use. The use of the good will and affinity with the members that ORLA has developed over the years has a value. Typically, if the revenue stream is less than $25,000 to $30,000 a year in some form at a minimum, ORLA is likely not interested in the program. That amount of income could include a percentage of the gross sales solely, or in combination with advertising, sponsorship or other marketing and promotional dollars.
The review and approval process typically includes:
- Initial proposal presented to the COO;
- Any subsequent adjustment to proposal as may be needed;
- Review by ORLAMS Board (meets quarterly) and referral, with endorsement for approval, to ORLA Board;
- Review and approval by ORLA Board (meets quarterly);
- Development of final agreement including slated marketing and promotion plan, sales targets, sales reporting and mutual launch of product/service program by both the company and ORLAMS.
For more information or to schedule an introductory meeting, contact Marla McColly, Director of Business Development, 503.682.4422.
