When opportunity calls, answer.

What promotional piece can your association create that has a 12-month life span, is seen daily by your entire regional population, and can cost as little as $2,300? The cover of your regional telephone book.

The Marine Industries Association of South Florida, a 550-member trade association located in Fort Lauderdale, benefited from such an opportunity. During a conversation with Southern Bell's regional director, I was encouraged to have MIASF develop an art theme depicting boating for a potential telephone book cover.

"Boating, the Lifestyle of South Florida" was the theme of a highly successful media campaign MIASF had developed the previous year to attract new enthusiasts to boating recreation. MIASF simply asked member firms specializing in public relations and advertising to submit sketches depicting this theme. We then selected a winning sketch -- a collage of the variety of ways South Florida residents enjoy boating -- and an artist was commissioned to finalize the artwork.

The cost of the project, consisting primarily of the artist's fee and color separation charges, totaled less than $2,300. While the artwork became the property of Southern Bell, the association was able to use it for promotional purposes, subject to approval by Southern Bell. MIASF used reproductions of the book cover in conjunction with new-member contacts, MIASF speaker presentations, invitations to special functions, and as the cover for the association's annual report. A three- by four-foot reproduction has been used at MIASF-sponsored special events such as boat shows, boat parades, and fishing tournaments. Three hundred copies were distributed at the Fort Lauderdale Chamber's Annual Legislative Breakfast, of which MIASF is a long-time sponsor. In addition, MIASF and Southern Bell presented framed copies to Fort Lauderdale city commissioners and distributed miniature "phone book" note pads prepared by Southern Bell to legislative contacts during the session.

Obviously, the yearlong exposure to a regional population of more than 1 million represented not only tangible recognition of the tremendous recreational and economic impact of the marine industry, but also served as a daily reminder to South Florida residents of the numerous ways one can enjoy boating. And that has helped bring new customers through the doors of MIASF's membership.

Since South Florida is the yachting capital of the world, it made perfect sense for MIASF to be involved in such an endeavor. Your association may be able to develop a similar link on the basis of its strong involvement in your state or region and thereby reap the advertising and public relations value of having your association's message spread throughout your community.

Frank F. Herhold is executive,,e director of the Marine Industries Association of South Florida, Fort Lauderdale.