Fire Up Your Membership Marketing Plan Lisa Diener Director, Marketing SHRM Phyllis Shurn-Hannah, SHRM-SCP Field Services Director

2016 SHRM VOLUNTEER LEADERS’ SUMMIT 4 Ps of Marketing TARGET MARKET PRODUCT - What does the member/customer want - What features does it need to have? - How will the customer use it? - What will it be called? - How will it be branded? - How does it differ from competitors? PRICE - What is the value of the product or service? - Are there established price points for similar products? - How price sensitive are the customers? - What discounts should be offered? - How will price compare to competitors? PLACE - Where do members look for the product? - How can they access it? - What do your competitors do and how can you learn or differentiate from that? PROMOTION? - Where and when can you get your marketing messages across to your audience? - What channels will you use to reach your audience? - When is the best time to promote? - How do your competitors promote? Where? 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

Components of a Membership Marketing Plan Vision & Strategic Direction Objectives Goals Tactics Audience or Focus Segments Resource Requirements Tracking & Metrics 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

Components of a Membership Marketing Plan Vision & Strategic Direction Example: To be the leading resource for HR professionals in the Washington, D.C., area to network, advocate on behalf of the profession on Capitol Hill, and provide affordable professional development. 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

Components of a Membership Marketing Plan Objectives Goal #1: Recruit 200 new members in 2017 Tactics Increase “join now” members at events by 5% Send monthly email to prospective members Invite at-large members to 6 local events Test offering incentive for lapsed members to rejoin Increase email open rates to prospective members by 2% Respond to all membership inquiries within 72 hours 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

Components of a Membership Marketing Plan Audience or Focus Segments Should tie back to your objectives & should be prioritized At-large members Young professionals Expired members Small businesses 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

Components of a Membership Marketing Plan Resource Requirements Budget for mailings – postage, paper / envelopes, printing Budget for incentives Volunteer needs for developing email content, sending out emails, measurement and reporting Volunteer needs for outreach to key audiences 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

Components of a Membership Marketing Plan Tracking & Metrics Track actual spend against budget Track ROI of each initiative Track effectiveness of each initiative Reporting mechanism 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

Foundations of Membership Marketing Audience Frequency of communication Use of multiple channels Communication / messaging & testing Tracking & measurement 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

2016 SHRM VOLUNTEER LEADERS’ SUMMIT Value Chart Example FEATURE BENEFITS AVOIDANCE EMOTIONAL DRIVERS Continuing Education Programs Keeps you knowledgeable and relevant as a professional Missing out on essential knowledge for professionals Gain confidence in your abilities Certification Programs Validates your capabilities Getting passed over for a higher position Becoming an authority in my field Members-Only Discounts Saves you $$$$$$$ Paying too much somewhere else! Good steward of organization’s money Newsletter or eNewsletters Ongoing access to timely information Wasting time searching for critical information Allows you more time to spend on the things that really matter Monthly Magazine/Journal Covers the hottest topics and trends around <your profession> in your area Not being on top of major employer concerns Being on the cutting edge of the profession Webinars Convenient learning at your fingertips Costs of travel, room and board for educational needs You can become an expert in a specific area Face-to-face lunches/meetings Networking with other professionals like you to discuss and solve common problems Working in isolation on key issues that would benefit from multiple viewpoints Making professional friendships that last a lifetime 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

2016 SHRM VOLUNTEER LEADERS’ SUMMIT Recruitment Schedule 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

2016 SHRM VOLUNTEER LEADERS’ SUMMIT Renewal Schedule 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

Mapping out the Tactics 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

2016 SHRM VOLUNTEER LEADERS’ SUMMIT Engagement Map 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

2016 SHRM VOLUNTEER LEADERS’ SUMMIT Measuring the Tactics 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

Our Panelists Renee Harris-Etheridge, MBA, MS, CAE Director, Membership Ambulatory Surgery Center Association Melody Jordan-Carr, MS Vice President, Member Relations American Society of Association Executives (ASAE): The Center for Association Leadership Jason Gudenius, CDM, CeM Senior Account Manager Marketing General, Incorporated

Thank You!