1. IEEE MEMBERSHIP MARKETING Message | Markets | Tactics IEEE Membership Development Retreat New Brunswick, NJ 29 April – 1 May 2005 Adrienne Hahn Manager, Membership Marketing & Communications IEEE Regional Activities

2. Todays Presentation… l Message l Markets l Tactics IEEE Membership Marketing

3. The role of Membership Marketing & Communications is to communicate the value of IEEE membership for the purpose of recruiting, retaining, recognizing & recovering IEEE members In 2005, IEEE Membership will incorporate a new positioning strategy to reflect the value drivers of IEEE membership, as identified in the 2004 Member Segmentation Study. IEEE Membership Marketing

4. MESSAGE IEEE Membership Marketing

5. IEEE Membership Marketing MESSAGE KNOWLEDGE the familiarity, awareness, or understanding gained through experience or study IEEE keeps members technically informed through exclusive access to: ü Abstract searching through IEEE Xplore (more than 1 million documents online) ü IEEE Potentials ü IEEE Spectrum ü The Institute ü More…

6. IEEE Membership Marketing MESSAGE COMMUNITY a group of people having common interests; sharing, participation, and fellowship IEEE enables members to grow and benefit from its purchasing power through: ü Conferences ü Local section, chapter & branch activities ü Volunteering ü Insurance programs ü Shop IEEE discounts ü @ieee.org email alias ü More…

7. IEEE Membership Marketing MESSAGE PROFESSION an occupation or career; the body of qualified persons in an occupation or field IEEE empowers members and supports the profession through: ü Awards & recognitions programs ü Distance learning ü Global imperatives ü Job Site ü Scholarships ü More…

8. MARKETS IEEE Membership Marketing

9. Develop and enhance products/services/features/benefits that increase value Reinforce the value of membership to existing members through a multi-tactical approach Use information gleaned from the 2004 Segmentation study to target messages based on segments Make a positive impact on retention Retaining members is our most efficient method of membership development IEEE Membership Marketing MARKETS RETENTION RECRUITMENT New Industry Segments RECRUITMENT Traditional Industry Segments Attract new members through traditional channels Use multi-touch/multi tactical approach (advertising, web, direct mail, conferences) Reinforce the value of membership post recruitment to make positive impact on retention Research and identify key industry and/or geographical segments for which IEEE membership could be viable Identify benefits/services/features of membership that are most relevant to the industry Build campaign with multi- tactical approach (advertising, conferences, web, direct mail) Assess the results Markets

10. TACTICS IEEE Membership Marketing

11. IEEE Membership Marketing TACTICS Print Collateral & Direct Mail New Member Applications – high level sales-pitch for prospective members New Member Welcome Brochure – multi-page booklet that mails to all new members (higher grade & student) with membership card MGM/SGS Flyers – peer to peer recruitment collateral for annual member-get-a-member program Posters Direct mail: Recruitment – by industry segment Recovery – arrears mailing Retention – B59 mailing to graduating students; annual renewal mailing

12. My Profession. My Organization. My IEEE. Print Collateral & Direct Mail (cont)

13. IEEE Membership Marketing TACTICS Web & Multimedia Membership portal myIEEE Multimedia testimonials CD-Rom

14. The Institute (ads & articles) IEEE Spectrum Whats New @ IEEE Advertising (internal & external) Communications & Advertising IEEE Membership Marketing TACTICS

15. Conferences IEEE sponsors and/or co-sponsors more than 300 conferences, annually In 2004, through the Membership Exhibits program, IEEE Staff managed 25 exhibits and recruited 1102 higher grade members and 273 student members Opportunity for refinement and growth

16. In Summary… IEEE Membership Marketing

17. IEEE Membership Marketing IN SUMMARY … IEEE MEMBERSHIP Marketing tactics Advertising CD Rom Conferences Direct mail Print collateral Web/Multimedia

18. IEEE Membership Marketing Thank you !