June 2009. Chapter Status Membership declining in tough economic environment Lack of awareness of FEI brand Good sponsorship involvement generating available.

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Presentation transcript:

June 2009

Chapter Status Membership declining in tough economic environment Lack of awareness of FEI brand Good sponsorship involvement generating available funds How to best invest funds to grow and prosper the chapter? In-Kind Sponsor Engaged a local PR firm as an in-kind sponsor Worked to evaluate options for raising profile of FEI in Detroi Decided to partner with Crain’s Detroit Business at the MAXIMUM level

Marketing Objectives Engage current members to utilize the programs/services available through FEI Increase the eminence of FEI in the Detroit area - to drive new membership - convert national / non-local chapter members - to illustrate value to current members Strategies Maintain current membership marketing activities E-newsletters Meeting announcements/reminders Outbound phone calls Focus new marketing investment – have a significant presence somewhere Deliver a consistent message over 12 months Explain what the organization “is” and why it provides value Use events as specific evidence of value/personal opportunity Aggressive follow-up on prospective members (and national / non-chapter members) Utilize new FEI/Detroit folder with national collateral

Good audience composition - 69% of readers are in Top Management - 45% of readers make Banking/Trust/Financial/Retirement decisions - 43% of readers work at companies $50 million+ in sales volume Print is a good medium to communicate complex message - Who we are / what we do - How to contact Builds on existing relationship – CFO of the Year - Negotiated fair multi-media platform - Print advertising - On-line advertising - Event sponsorships - Event listings - Potential editorial coverage Relative to the investment, CDB’s proposal offers a good balance of - reach - frequency - audience composition - relevant editorial environment

$20,726 Two 1/6 page ads in 8 issues (16 ads total) One free 1/6 page ads in 2 issues (2 ads total) One free 1/2 page ad in annual Book of Lists Banner on website (12 months) Free Event Sponsorship Banners 3 weeks Women to Watch Future Michigan CFO of the Year $12,087* One 1/6 page ads in 6 issues (6 ads total) Banner on website (6 months) Women to Watch CFO of the Year $7,611* One 1/6 page ads in 3 issues (3 ads total) Banner on website (3 months) CFO of the Year PRINT ADVERTISING ON-LINE ADVERTISING EVENT SPONSORSHIP Small Business 6x / 6 month rate Pricing provided at “net” Small Business 3x / 3 month rate Pricing provided at “net”