1. WEBCAST – MARCH 20, 2015 Jon Decoteau SHRM-SCP Divisional Director SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, 2015 | WASHINGTON, DC Super Mega Meetings 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2. What we want to do together… Clarify why we are here and why is it different 90 second SHRM Update Engage in a senior to senior level conversation with SHRM Marketing and MGI Leverage that information, your experience and Design Thinking to build a plan focused on membership 2015 SHRM VOLUNTEER LEADERS’ SUMMIT These two session are interactive and intended to help you build/augment your 2016 plans.

3. The 90 Second SHRM Update 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

4. WEBCAST – MARCH 20, 2015 SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, 2015 | WASHINGTON, DC Super Mega ChaptersJason Gudenius Senior Account Director Marketing General Inc. Lisa Diener Director, Marketing SHRM 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

5. Presenters Today 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Jason Gudenius Senior Account Director Marketing General Inc. (MGI) Lisa Diener Director, Marketing SHRM

6. Super Mega Chapters are Unique 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

7. The Decision to Join: Why Join? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT WIIFM

8. The Decision to Join: Value Proposition 2015 SHRM VOLUNTEER LEADERS’ SUMMIT “The message... is that no company can succeed today by trying to be all things to all people. It must instead find the unique value it alone can deliver to a chosen market.” Treacy and Wiersema, The Discipline of Market Leaders, page xiv

9. The Decision to Join: Research 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Source: MGI 2015 Membership Marketing Benchmarking Report

10. The Decision to Join: A “Push” Product 2015 SHRM VOLUNTEER LEADERS’ SUMMIT What is a push product?

11. Creating a Sense of Community 2015 SHRM VOLUNTEER LEADERS’ SUMMIT The top people reason for joining an association is professional networking.

12. The Marketing Funnel and MGI Membership Lifecycle 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

13. What has the most impact on marketing success? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Lists/Data OfferCreative

14. What is Working In Membership Marketing 2015 SHRM VOLUNTEER LEADERS’ SUMMIT DATA is the most important thing

15. What is Working In Membership Marketing 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Multi-channel programs

16. What is Working In Membership Marketing 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Opt-in email has expanded possibilities

17. What is Working In Membership Marketing 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Prospects reading communication are likely to join

18. What is Working In Membership Marketing 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Offers work. Discounts Research reports Collections of articles/ book chapters

19. What is Working In Membership Marketing 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Messaging/Content

20. What is Working In Membership Marketing? Have a budget – members are an investment! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

21. What does not work for Membership 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Mailed Brochures Postcards The shiny new object

22. What does not work for Membership 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Email only programs

23. Find what works and do it more efficiently 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

24. THANKS! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

25. WEBCAST – MARCH 20, 2015 Peggy Hoffman, CAE President, Mariner Management SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, 2015 | WASHINGTON, DC Mapping the Prospects Join Decision: Building a Recruitment Strategy 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

26. CJM = Focusing on the member’s journey tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship talks about the user’s feelings, motivations and questions for each touchpoints - key interactions with the organization provides a sense of the customer’s greater motivation... what they wish to achieve, their expectations of the organization Adapted from Paul Boag, All You Need To Know About Customer Journey Mapping 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

27. Source: Smart Cities, A guide to using Customer Journey Mapping

28. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ‏Source: @dougdevitre

29. If searching for an HR answer, what’s their journey? If we want to drop the bread crumbs, how do we intersect? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

30. Interesting to know … Gen Xers most frequently cite cost when not joining; looking for the ROI Millennials lack of joining is largely a lack of awareness compounded by not being asked 3 top drivers for joining – quality of the research-based content, the ability to attend conference or event, and organization’s prestige – matter less to Generation X and Millennials 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Source: Wiley Membership Survey, http://exchanges.wiley.com

31. Who is the prospect? What is the prospect’s goal? What traditional & nontraditional marketing channels can we use? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

32. What’s your most successful recruitment story and why? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

33. If searching for an HR answer, what’s their journey? If we want to drop the bread crumbs, how do we intersect? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

34. Before each step … what did the prospect do, where were they, who did they interact with? Right after each step … what will the prospect do and with whom do they connect? What are the steps in an HR professional’s decision to join? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

35. THANKS! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT