1. Membership Development Overview Region 1 9 March 2013
Adrienne Hahn
Membership Marketing & Sales Specialist
Member Market Development

2. Agenda Region 1-6 – Need for Focus Assigned MD Staff
Region 1-6 Staff Strategy
1st Quarter Recruitment Efforts
Arrears Recovery Efforts
Questions
9/16/2018

3. Region 1-6 – The Need for Focus
IEEE members in the U.S. drive 58% of the total IEEE member dues revenue, while representing 50% of the total member count
Market penetration in the US just 7.5%
US HG member retention is 85.2%
Compared to HG average 73.4%
Recruitment is the challenge
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4. Region 1-6 – The Need for Focus
Outside our control:
Economic factor
Unemployment
In our control:
Provide relevant career resources
Volunteer engagement
Effective marketing strategies
9/16/2018

5. Region 1-6 – The Need for Focus
R1 accounts for 26% of total US HG decline, yet represents 17% of total US HG membership.
R1 HG recruitment for 2013 is below the average for US HG recruitment.
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6. Region 1-6 Team
Two dedicated staff members in a new position: Member Market Development Specialist
Adrienne Hahn (Regions 1,2,4)
Lisa Kluberspies (Regions 3,5,6)
Goal: Grow US HG membership
Double US HG membership recruitment in the next 5 years
Currently 8,200 average per year
Increase US HG retention, specifically first-year members (and graduate students)
2012: 85.2% (38.8% first-year HG, 74.0% GSM)
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7. Region 1-6 Strategy List/Lead Development MD Volunteer Support
Regional MD Chairs
Section MD Officers
Region meeting attendance
Region webcasts
Outreach coordination and collaboration (recruitment, renewal and recovery)
First Year Member Experience
List/Lead Development
Direct mail
Online advertising
Social media/viral programs
Peer-to-peer referral
Events and Conferences
Metro Area Workshops
Large Society conferences
Industry conferences
Long term: MCM Collaboration
Affinity Marketing Partnerships
IEEE Products
Non-IEEE Products
Joint membership agreements
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8. 1st quarter Recruitment efforts
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9. Internal Recruitment Campaigns
Monthly ~
s to IEEE authors, IEEE product purchasers
Incomplete applicants
Inactive/reinstatement
Approximately 600,000 messages sent every month, worldwide
3-4k new members per month
9/16/2018

10. External Recruitment Campaigns
Integrated effort targeting US Higher Grade members with a combination of online advertising and
$25 off through Feb 28th
Landing page w/ three separate promotion codes
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11. External Recruitment Campaigns
Advertising
IEEE Official Site
Association of Engineers.
Save $25 with Code. 
Community of Engineers
Keep Up With Industry News and Trends.
Save $25 When you Signup Today. 
Electronics & Engineering database from UBM
Estimated Impressions: 30-50M/Day
Target Audience:
125K s x 2
Target Audience:
104K s x 2
Audience: 3.3M
Join IEEE Today
Save $25 When You Join IEEE
Association of Professional Engineers. 
IEEE Membership Signup
Networking, Articles, Newsletters and More! Join Now & Save $25 At Checkout. 
Google Targeting
Age:
Geography: North America > United States
Estimated Impressions/Day: Million
Topics > Category: Computers & Electronics > Programming, Computers & Electronics > Software, Science > Engineering & Technology,
Computers & Electronics > Networking > Networking Equipment, Computers & Electronics > Networking > Network Monitoring & Management,
Science > Astronomy, Science > Mathematics, Science > Biological Sciences, Science > Earth Sciences > Geology, Science > Physics, Computers & Electronics > Networking > Data Formats & Protocols, Computers & Electronics > Software > Business & Productivity Software, Business & Industrial > Aerospace & Defense > Space Technology, Computers&Electronics>Programming>C&C++ Programming > & Computers & Electronics > Programming > Java (Programming Language), Computers & Electronics > Programming > Scripting Languages, Computers & Electronics > Programming > Windows & .NET, News > Technology News, Jobs & Education > Jobs > Job Listings > IT & Technical Jobs, Science > Biological Sciences > Genetics, Science > Engineering & Technology > Robotics, Science > Biological Sciences > Neuroscience, Science > Computer Science,
Science > Earth Sciences > Atmospheric Science, Computers & Electronics > CAD & CAM
Facebook Targeting
Age: 25+
Geography: United States
Audience: 3,249,860
who like or majored in engineering, technology, biomedical engineering, biological engineering, computer engineering, computer science, software engineering, environmental engineering, electronic engineering or software management
LinkedIn Targeting
Estimated Target Audience: 2,133,112
Company > Industry Categories: High Tech > Computer & Network Security, High Tech > Defense & Space, High Tech > Computer Hardware , High Tech > Computer Software, High Tech > Computer Networking, High Tech > Telecommunications, High Tech > Information Technology and Services, Medical > Biotechnology
Est Target Audience: 2.1M
Impressions: 1.25M
9/16/2018

12. External Campaigns - Results by Region
Total New HG Members R1 16 R2 11 R3 12 R4 17 R5 14 R6 35
Grand Total
105
Count by Region
Total from EM 79 R1 14 R2 9 R3 7 R4 13 R5 8 R6 28
Total from Advertising 26 2 5 4 6
Grand Total
105
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13. recovery Efforts
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14. Pre-Deactivation Outreaches
Before deactivation occurs
7 s between October – February (targeted by grade)
2 paper invoices
October 1
January 1
1 paper reminder postcard
November 22
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15. Post-Deactivation Recovery Outreaches
Section outreaches to those in arrears
Recovery communications timeline
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16. Section Outreaches
Designated staff is partnering with Section Chairs and MD Chairs to develop a message to those higher grade members in Arrears for 2013
Message will include 3 activities or value statements, unique to the particular section, in order to reinforce the value of IEEE membership
Delivered through eNotice, it will compliment the several staff/IEEE initiated arrears campaigns
GOAL = increase 2013 renewals
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17. Arrears Recovery Timeline
IEEEService Arrears Campaign - EM
IEEEService Arrears Campaign - EM
Renewal Reminder - DM
IEEEService Arrears Campaign - EM
IEEEService Arrears Campaign - EM
Mar 4
Mar 5
Mar 13
Mar 15
Mar 19
Mar 31
Apr 1
Apr 2
Apr 8-19
Apr 23
May 14
Jun 4
Jun 25
Initial deadline for section content
Inform Region Director and MD Chair to gain support
Follow up w/ Sections who haven’t responded
Create section letters and queue up in eNotice
Section Arrears Letter thru eNotice
IEEE Staff requests input for Section messages

18. Questions? How can we partner? What’s working well? What’s not?
Recommended recruitment strategies?
9/16/2018

19. Contacts Elyn Perez, Senior Manager elyn.perez@ieee.org 732-562-5392
Adrienne Hahn (Regions 1,2, and 4)
Lisa Kluberspies (Regions 3,5, and 6)
9/16/2018