August 25, 2014 August 2009 Jam Session Membership Department 1

AAA Membership Marketing Plan Richard Thomas Sheron Davis Sean Kois August 25, 2014 Membership is everyone’s responsibility! What is the AAA Value Proposition? What are the components of an effective marketing plan? How can you take advantage of the new membership marketing plan?

Articulating a Unique Value Proposition ● Your Value Proposition should not be “what you sell” but the value of products and services you provide to members. ● Reject messages that begin with “we” or “our” (Corporate- centric). ● Map services more tightly to the needs of members, not the Association. *Thanks to Liam Lahey, writing in Connect IT 3 August 2009 Jam Session Membership Department August 25, 2014

Our Value Proposition ● AAA members receive efficient recognition of their dues payments so that they can gain timely access to AnthroSource and receive all of their promised journals. ● AAA members receive fast and efficient response to their profile changes so that s and surface mailings go to the correct place. ● AAA members get seamless access to the AAA meetings’ registration and abstract submission. 4 August 2009 Jam Session Membership Department August 25, 2014 What is your Value Proposition?

AAA Value by Member Segment 5 Member Type Anthro Source AAAN Present Meeting Meeting Business Meetings Job Interviews Online Member Database Undergrad (>25) Grads & First Year Member (24-34) Early Career Member (35-44) Mid Career Member (45-54) Late Career Member (55-64) Retired (65+) *Zarca Survey 2005 * August 2009 Jam Session Membership Department August 25, 2014

Potential New Member Services 6 Member Type Online Meetings Online Discussion Boards Online Exhibit Hall SylabiOther Undergrad (>25) Grads & First Year Member (24-34) Early Career Member (35-44) Mid Career Member (45-54) Late Career Member (55-64) Retired (65+) * *Zarca Survey 2005 August 2009 Jam Session Membership Department August 25, 2014 ? ? ? ? ?

What Members Value ●W●We’ve shown what members value, now… —W—What does your department offer? —W—Where can we improve? What is your Value Proposition? 7

Key Components to Successful Marketing 8 ● Consistent Visual & Message Identity ● Multiple and varied “touches” — Surface mailings — Web and — Live interaction (phoning) ● Personalization August 2009 Jam Session Membership Department August 25, 2014

Consistent Visual and Message Identity 9 ● AAA commissioned a professional design group to develop a Visual Continuity Guide. — Located in the S:\All Access (Branding) Please refer to the Visual Continuity Guide when conducting any promotion to the membership or the public!

Multiple and Varied Contacts ● Surface Mailings ● Broadcast s ● ● Telephone contact 10 August 2009 Jam Session Membership Department August 25, 2014 Personalization (Recruitment)

August 2009 Jam Session Membership Department August 25, ● Monthly reminders, beginning 90 days prior. — Used in conjunction with paper reminders. ● Failed attempts invoke telemarketing. Multiple and Varied Contacts (Renewals)

August 2009 Jam Session Membership Department August 25, ● Welcome Brochure goes to new members.  Includes information about benefits and opportunities. ● Updated membership card and receipt goes to new and renewing members. Multiple and Varied Contacts (Acknowledgments)

August 2009 Jam Session Membership Department August 25, Coming Soon! o Uses the member’s name in the URL. o Sends member to a website preloaded with information based on his/her profile. o Has “testimonial” videos of VIPs in the industry about the value of the association ands its meeting. o Show travel plans and options from the member’s physical location to the meeting site. The Personalized URL or PURL!

What are today’s “take aways”? ● Membership is everyone’s responsibility! ● Always consider your addition to the AAA Value Proposition. ● Remember the components of an effective marketing plan. ● Think of ways to take advantage of the new membership marketing plan. August 2009 Jam Session Membership Department August 25,

fin executive producer: richard thomas unit production manager: sheron davis director: sean kois