Membership Marketing 101 Developing an Effective Marketing Plan

Membership Marketing 101: Developing an Effective Marketing Plan Lisa Diener Director, Marketing Technology & Analytics Scott D. Ferrin, SHRM-SCP, CAE Field Services Director 1 #SHRMVLS

Agenda • Introduction • Marketing Fundamentals • Elements of a Marketing Plan • Q&A 2 #SHRMVLS

4 Ps of Marketing PRODUCT - What does the member want - What features does it need to have? - How will the customer use it? - How does it differ from competitors? - How will it be branded? PRICE - What is the value? - What are prices for similar products? - How will price compare to competitors? - How price sensitive are members? - What discounts should be offered? TARGET MARKET 3 #SHRMVLS 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? - Where PROMOTION and when can you get your marketing messages to your audience? - What channels will you use? - When is the best time to promote? - How & where do your competitors promote?

Marketing Funnel 4 #SHRMVLS

An Integrated Approach Social Media/Content Marketing Word of Mouth Inbound E-mail Direct Mail Telemarketing 5 #SHRMVLS Source: Marketing General Inc.

6 Components of a Membership Marketing Plan 6 • • • #SHRMVLS Vision & Strategic Direction Objectives / Goals Key Insights Audience Campaign Plan & Tactics Resource Requirements Risk Assessment RACI Tracking & Metrics

7 Components of a Membership Marketing Plan Vision & Strategic Direction Example: SHRM Chapter ABC strives to be the go-to resource for HR professionals in Any Town through networking, advocacy, and affordable and easy-to-access professional development. In order to attract and serve more young HR professionals, community involvement and career pathing and development topics will be a core focus. 7 #SHRMVLS

8 Components of a Membership Marketing Plan Objectives Goal #1: Retain 80% (1, 125) of members who were active 12/31/17 Goal #1. 1: Increase retention rate of YPs by 1% Goal #1. 2: Reduce renewal cost by updating mailing addresses & emails Goal #2: Recruit 300 new members in 2018 Goal #2. 1: Of the 300 new members, 50 should be YPs Goal #2. 2: Develop at least 2 new resources per quarter that align with career development • Goal #2. 3: Partner with local small businesses on HR mentor programs (submit for Pinnacle Award) • • • 8 #SHRMVLS

9 Components of a Membership Marketing Plan Key Insights • • • 9 #SHRMVLS 15% of new members last year joined during/after the conference 10% increase in the number of guests at meetings 40% of new members joined from an email request Renewal is down 10% in small organizations over last two years (look into offering discounts on dues) Based on survey data, members seem most interested in learning about 1) HR competencies, 2) upcoming legislation, 3) how to create succession plans SWOT Analysis

SWOT Analysis S Strengths • Advantages • Experience, knowledge • Unique caracteristics • Resources • Geographical advantage, location • Competence, capabilities • Quality, reputation O Opportunities • Strategic alliances, partnerships • Product development • Import, export • Innovation an technology development 10 #SHRMVLS W Weaknesses • Disadvantages • Gap in experience, knowledge • Financial aspects • Reliability and trust • Loss of key staff • Geographical factors T Threats • This is an example text. • Loss af alliances and partners • Price infaltion/deflation • Strong competition • Competitors new products and innovation

1 Value Chart Example 11 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 e. Newsletters 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 You can become an expert in a specific educational needs 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 #SHRMVLS Making professional friendships that last a lifetime

2 Value Chart Exercise 12 FEATURE BENEFITS AVOIDANCE Webinars Convenient learning at your fingertips Costs of travel, room and board for You can become an expert in a specific educational needs area #SHRMVLS EMOTIONAL DRIVERS

3 Components of a Membership Marketing Plan Audience • Tie audience to your objectives & should be prioritized • • 13 Young professionals At-large members Expired members Thriving industries / businesses in your area #SHRMVLS

4 Components of a Membership Marketing Plan Tactics • • • 14 Sell / renew membership onsite at events 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 testing new subject lines #SHRMVLS

5 Engagement Map 15 #SHRMVLS

6 Recruitment Schedule 16 #SHRMVLS

7 Renewal Schedule 17 #SHRMVLS

8 Mapping Out the Tactics 18 #SHRMVLS

9 Mapping Out the Tactics 19 #SHRMVLS

0 Mapping Out the Tactics 20 #SHRMVLS

1 Mapping Out the Tactics Exercise 21 #SHRMVLS

2 Components of a Membership Marketing Plan Resource Requirements • Budget • • Volunteer / Staff • 22 mailings – postage, paper / envelopes, printing Incentives Hire designer to create membership brochure and email template • • #SHRMVLS develop email message, sending out emails per the schedule, measure and report monthly Phone outreach to lapsed members Address, stamp and mail acquisition and renewal letters

3 Components of a Membership Marketing Plan Economics of Membership 23 #SHRMVLS

4 Components of a Membership Marketing Plan Risks to Goal Achievement • Membership Director may be moving • • Budget availability to hire print/web designer • • 24 Find out if anyone has design experience in exchange for reduction in membership dues or find a student at the local college Impact of recent flood on jobs / ability to pay dues • • Have a backup cross-trained Consider a transitioning membership option Competition from law firms in area are starting to offer more HR compliance seminars/resources for free #SHRMVLS

5 Components of a Membership Marketing Plan RACI Activity Acquisition Mailings Acquisition Emails Renewal Reminders Renewal Phone Calls 25 #SHRMVLS Responsible Accountable Consulted Informed

6 Components of a Membership Marketing Plan Tracking & Metrics • • 26 Track actual spend against budget Track ROI of each initiative Track effectiveness of each initiative Reporting mechanism #SHRMVLS

7 Measuring Results 27 #SHRMVLS 2016 SHRM VOLUNTEER LEADERS’ SUMMIT

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MARKETING PLAN Chapter Name : : Year

Table of Contents

Vision & Strategic Direction

Product Definition Describe the product or service being marketed

Objectives & Goals Make these SMART goals, if possible

Key Insights

SWOT Analysis S Strengths O Opportunities W T Weaknesses Threats

SWOT Analysis FEATURE BENEFITS AVOIDANCE Webinars Convenient learning at your Costs of travel, room and fingertips board for educational needs EMOTIONAL DRIVERS You can become an expert in a specific area

Audience

Campaign Plan & Tactics Calendar

Resource Requirements & Budget Economics of membership

Resource Requirements & Budget

Risk Assessment Internal/external threats to goal achievement Competition

Tracking & Metrics Tactic Date Audience Topic # sent # opened % opened # clicked Metrics for direct mail, telemarketing, social media will all % clicke d # converted % converte d Revenu e Cost