membership promotion lee stogner ieee membership development committee [email protected] john day...
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Membership Promotion
Lee StognerIEEE Membership Development [email protected]
John DayIEEE Membership Development [email protected]
Qiana HarderIEEE Membership Development [email protected]
www.ieee.org/md
IEEE-USA Annual MeetingSeptember 1, 2007Phoenix, AR
Introductions The “Numbers” - July 2007 Membership Stats Recent history, realities and opportunities The Sales Team Resources and Tools Present Action Future State Fall Membership Development Campaign Open Floor
Today’s Discussion …
Note: This is not a session to debate membership models. We are here to learn how to organize to sell what we have today.
July 2007 StatsBy Region / Higher & Student Grade
Net Gain Net Gain Total Net Gain
REGION 2007 2006 2007 2006 2007 2006# % # % # %
1 32,621 33,094 -473 -1.4% 3,527 3,559 -32 -0.9% 36,148 36,653 -505 -1.4%2 27,695 27,976 -281 -1.0% 3,223 3,195 28 0.9% 30,918 31,171 -253 -0.8%3 24,245 23,980 265 1.1% 4,383 4,188 195 4.7% 28,628 28,168 460 1.6%4 18,837 19,029 -192 -1.0% 3,297 3,461 -164 -4.7% 22,134 22,490 -356 -1.6%5 23,855 23,731 124 0.5% 3,409 3,660 -251 -6.9% 27,264 27,391 -127 -0.5%6 50,408 50,612 -204 -0.4% 5,503 5,683 -180 -3.2% 55,911 56,295 -384 -0.7%
R 1-6 177,661 178,422 -761 -0.4% 23,342 23,746 -404 -1.7% 201,003 202,168 -1,165 -0.6%7 11,730 11,476 254 2.2% 3,085 3,171 -86 -2.7% 14,815 14,647 168 1.1%8 42,116 39,702 2,414 6.1% 17,107 15,218 1,889 12.4% 59,223 54,920 4,303 7.8%9 6,143 5,919 224 3.8% 7,274 6,337 937 14.8% 13,417 12,256 1,161 9.5%
10 38,762 37,258 1,504 4.0% 22,186 21,392 794 3.7% 60,948 58,650 2,298 3.9%R 7-10 98,751 94,355 4,396 4.7% 49,652 46,118 3,534 7.7% 148,403 140,473 7,930 5.6%
TOTAL 276,412 272,777 3,635 1.3% 72,994 69,864 3,130 4.5% 349,406 342,641 6,765 2.0%
Change Change Change
Geographic IEEE Membership Summary - JULY 2007HIGHER GRADE MEMBERS STUDENT MEMBERS TOTAL MEMBERS
Net LossNet Loss Net Loss Total
Net Loss
July 2007 Stats
Society By Division / Higher Grade, Student Grade, Affiliate
`
IEEE Societies 2007 2006 # % 2007 2006 # % 2007 2006 # % 2007 2006 # %Division I 28,779 29,817 -1,038 -3.5% 2,695 2,854 -159 -5.6% 69 65 4 6.2% 31,543 32,736 -1,193 -3.6%Division II 24,730 24,266 464 1.9% 1,637 1,582 55 3.5% 32 34 -2 -5.9% 26,399 25,883 516 2.0%Division III - Communications 34,016 35,643 -1,627 -4.6% 7,719 7,971 -252 -3.2% 426 247 179 72.5% 42,161 43,861 -1,700 -3.9%Division IV Electromagnetic Compatibility 30,742 30,401 341 1.1% 2,751 2,823 -72 -2.6% 126 114 12 10.5% 33,619 33,338 281 0.8%Division V/VII - Computer 51,445 54,104 -2,659 -4.9% 6,250 6,847 -597 -8.7% 19,856 21,467 -1,611 -7.5% 77,551 82,418 -4,867 -5.9%Division VI 16,808 16,961 -153 -0.9% 1,310 1,258 52 4.1% 196 221 -25 -11.3% 18,314 18,440 -126 -0.7%Division VII - Power Engineering 19,947 19,499 448 2.3% 2,232 1,763 469 26.6% 49 42 7 16.7% 22,228 21,304 924 4.3%Division IX - Signals and Applications 28,755 28,778 -23 -0.1% 3,193 3,076 117 3.8% 208 277 -69 -24.9% 32,156 32,131 25 0.1%Division X 32,064 31,487 577 1.8% 6,245 5,972 273 4.6% 313 334 -21 -6.3% 38,622 37,793 829 2.2%
TOTAL 267,286 270,956 -3,670 -1.4% 34,032 34,146 -114 -0.3% 21,275 22,801 -1,526 -6.7% 322,593 327,904 -5,311 -1.6%
Change
`IEEE Higher
GradeMembersChange
IEEE Student Members
ChangeSociety
AffiliatesChange Society Totals (with
affiliates)
Recent History - 2007 Goals…
Engage all parts of the IEEE into a total Membership Development program
Regions Sections Societies Chapters Student Branches The Member
Grow the IEEE by 5% over the 2006 year end total of 374,767 (18,738)
Dec 2006 – highest point in four years
2006 Terminator – lowest point in four years
2006 Comeback…
+19%
+22%
+9%
-12%+10%
+20%-34%
-14%
+20%
-16%
+3%
+7%
2006 Comeback… 76,500 new recruits worldwide (most in 7 years)
Higher-Grade Members
Higher-Grade Members
IEEE lost a net of 75,321 members to dues arrears in 2006:
46,599 HG Members 28,722 Students
Plugging the leak is the major first step in growing our membership
Leaking Bucket
It costs 5 to 15 times more to acquire a new member than to keep a current one.
No matter what the membership effort is, there will be 10 to 25 percent of members
who will not renew(moving, death, other personal situation)
*”Membership Development: An Action Plan for Results,” Rich, Hines, © 2002
Real-World Realities
375,000 members including more than 87,000 students
311 local Sections in 10 geographic regions
1,570 Chapters 39 Societies and 5 technical
councils 1,430 student Branches 356 student Branch Chapters 400+ conferences
Real-World Opportunities
The Sales Team
www.ieee.org/md
The Sales Team
Regional Activities Board Technical Activities Board
10 Regional Directors Vice Chair, Membership Activities
Region MD Officers
IEEE Membership Development CommitteeSection Chairs
Section MD Officers
39 Societies
Society MD Officers
How we’re organized…
The Sales Team
R3 - Lee Stogner
R4 – Tarek Lahdhiri
R8 – Rolf Remshardt
R7 – Elmer Bouruque
R9 – Enrique Alvarez
R5 – Robert Shapiro
R2 – Michael Cardinale
R6 – Ed PerkinsR1 – Ron Tabroff
R10 – Tan Tieniu
The Regional MD “sales team”
www.ieee.org/md
The Sales Team
Society MD volunteers More than 375,000 Members including more
than 87,000 students 311 local Sections in 10 geographic regions 1,570 Chapters 39 Societies and 5 technical councils 1,430 student Branches 356 student Branch Chapters
The extended MD “sales organization”
The Sales Team
Duties of an MD Volunteer / Officer…
Developing a local MD plan and/or plan of MD activities
Monitoring plans and goals for membership growth, retention, and recovery
Receiving / ordering membership materials from the IEEE Operations Ctr.
Communicating with MD partners within Region, e.g., Sections
Analyzing membership information and trends
Quarterly membership status reports w/ recommendations
Ensuring MD activities parallel headquarters programs and processes
Cultivate prospects lists for membership
Staff Support & Responsibilities…
The Sales Team
Membership Development Membership recruitment kits ordering /
fulfillment MD Webcast coordination Conference marketing liaison Monthly progress reporting Pre and post-Terminator list support Monthly MD Progress Reports
Membership Marketing / Communications
Membership brochures Membership applications Renewal campaign messaging and
collateral Advertising Promotional supplies
Member Services General member inquiries Pre-Arrears outreach Arrears telemarketing campaign
Market(s)
Membership(s)programs
benefits
marketing/
renewal
Benefit / program utilization increases likelihood of renewal
marketing
utilization
programs
benefits
Market researched benefits and programs increases likelihood of recruitment
recruitment / salesm
arketing
Making Membership Growth a Business Process…
The Sales Team
Resources & Tools
www.ieee.org/md
Membership Development Home Page www.ieee.org/md
Resources & Tools
Prospect Brochure
Description: Multi-page brochure listing
benefits, services & features of membership
1 version for all grades of membership
Usage: Primary new member
recruitment piece Directs the prospect to the
web to join online or may be used in conjunction with print application form (higher grade)
NEW
Benefits Brochure
Description: Lists all benefits, services &
features of membership + societies
Usage: Distributed to all new
member with their 2008 member card
Directs new members to go to www.ieee.org/benefits for more information on individual benefits
Poster
Description: 17x22” folded down to
8½x11” Incorporates testimonials Main call to action:
www.ieee.org/join
Usage: Distributed with Membership
Development kit for use at meetings, events and general postings on campus, etc
Product Sheets
Description: Product overviews for
myIEEE™ IEEE.tv™ IEEE Mentoring
Connection™
Usage: Distributed with Membership
Development kit, select conferences and on demand
Member-Get-A-Member
Description: Brochure – program
explanation with tips for recruiting
Pass along business card – includes space for name and member number
Usage: Distributed with Membership
Development kit Peer to peer recruitment
Membership Development Manual
Description: The must-have resources for
MD officers Advice for developing new
members and retaining old Also available in PDF format
Usage: Summary of duties Membership development
guidelines, calendar Correspondence templates Concise list of member
benefits How to respond to objections
Membership Reporting & Analysis…
Resources & Tools
Monthly Progress Report Statistical ‘pulse’ Membership Trends MD-related
announcements, activities
Quarterly Prospectus Sales & marketing
orientated New member recruitment MD calendar
Membership Arrears List Support
Resources & Tools
Pre- and Post-Terminator lists
Provided to Region MD Chairs
Coordinated retention strategy w/HQ
Membership Recruitment Kits
Mailing now to all MD Chairs worldwide
Make sure your MD Chair status is up to date or you will not receive the kit
More supplies always available on demand
Resources & Tools
John Day IEEE Staff [email protected] Qiana Harder IEEE Staff [email protected] Lee Stogner IEEE MDC [email protected] Ron Tabroff R1 [email protected] Michael Cardinale R2 [email protected] Lee Stogner R3 [email protected] Tarek Lahdhiri R4 [email protected] Robert Shapiro R5 [email protected] Edward Perkins R6 [email protected] Elmer Bourque R7 [email protected] Rolf Remshardt R8 [email protected] Enrique Alvarez R9 [email protected] Tieniu Tan R10 [email protected]
The Region Membership Support Team
MD Resources
The web page to join the IEEE www.ieee.org/join The web page for MD volunteers www.ieee.org/md The MD Virtual Community
https://www.ieeecommunities.org/ieee.md.net Your Region web page www.ieee.org/?? Your Section web page www.ieee.org/?? Your Chapter web page www.ieee.org/?? Your Conference web page www.ieee.org/?? Your Student Branch web page www.ieee.org/??
Online MD Resources
MD Resources
Present Action
“What can you and I do together”
www.ieee.org/md
Frequent & Reinforcing Communications
Action!
Sustained communications from IEEE MDC to local, MD volunteers worldwide
Normalized activities to the MD calendar (MD Manual)
spread the word
who’s your MD Chairmembership value improved
Began in Autumn 2006
1 hour session Standing agenda Sharing of best
practices Guest speakers Webcast slides
posted in MD virtual community
Present Action
MD Webcasts…
Membership Development Virtual Community
Present Action
All MD officers can gain access
Repository of MD documents
Discussion strings Sharing of best practices Time-sensitive alerts Recordings of past MD
webcastswww.ieeecommunities.org/ieee.md.net
Communicate IEEE benefits and values Presentations Articles (Create “Why I joined the IEEE”) One on one
Work directly with Section Chair / MD Chair Communications / planning / goals Resource material Training MD initiatives such as MGM and Senior Member Plan for, not react to Renewals Motivation / support
Steps 1 & 2
Present Action
Develop the student Member pipeline Student Advisors need to be supported and motivated to do their
job Explain to students why Membership is important at the beginning
of their careers Periodic joint Section / Branch meetings to promote networking Engage the Gold Members to help Encourage use of the IEEE alias and change of address after
graduation
Step 3
Present Action
Develop new Members through Society conferences, seminars and publications
Make it a requirement that if you want to host a IEEE branded event, a Membership function will be included
Harvest potential Member data and do the sales follow-up Make sure we have the IEEE IT systems, staff and local
volunteers to complete the new Member sales cycle
Step 4
Present Action
Integrate Membership and Industry Relations efforts
Step 5
Present Action
Provide incentives Others ?
Step 6
Present Action
Future State
“New IEEE HQ support for Membership growth”
www.ieee.org/md
Retention
Benefits of Membership primer – Primary objective is benefit education, to jump-start utilization. Mailed to all members, with membership card, upon joining IEEE
RecruitmentMembership Brochure – Primary objective is sales-
support for grassroots recruitment efforts, and marketing at conferences. Included in worldwide shipment of membership development kits, and available on-demand throughout year
Membership Collateral—Increased value emphasis, member testimonials, visual introduction to benefits …
* Can be re-purposed as a sales-support tool
2008 Tactical Upgrades
Updated - IEEE.tv
New - myIEEE, Mentoring Connection
• Consistent formatting• Included in MD-Kit shipment
Product Sheets…
2008 Tactical Upgrades
Membership Promotion Plan
Advertising – Paid public and impersonal communication utilizing the mass media. Intent is to educate, convince, remind.
Sales promotion – Consists of various types of incentives, including discounts, rebates, contests, etc. Intent is to produce a positive response from consumers. Can be combined with other promotional activities.
Direct marketing – Business to consumer communications that could include direct mail, telemarketing, and/or e-marketing. Intent to solicit a direct consumer response.
Personal selling – Developing personal, long-term, one-on-one relationships, dependent upon an organizational sales force. Intent is to close the deal.
Quick review – Standard promotion mix / definitions …
ADVERTISING – increased focus to retention-oriented message, placement in IEEE publications …
Member-testimonial driven
Retention value, post student experience
Target publications• Spectrum, Potentials, The Institute• Society flagship pubs (Computer,
Communications, and Power Engineering Societies)
RETENTION
Getting the most out of membership -
……. ……. ….. ….. ..… ….. ……….
……. ……. ….. ….. ..… ….. ……….
Getting the most out of membership -
……. ……. ….. ….. ..… ….. ……….
……. ……. ….. ….. ..… ….. ……….
ADVERTISING – Monthly benefit alert …
Objective: Increase benefit awareness and utilization with existing members
E-mail based Showcase 3 benefits monthly
RETENTION
DIRECT MARKETING …
Annual HQ Renewal Campaign
Single, largest membership campaign at IEEE
Collateral Updated membership pricing on all
collateral, print and web Updated membership card
Campaigns Monthly, and compounded over time
beginning 1 September through 28 February
Pre-Terminator List Support
Generated and disseminated to Region MD chairs five and three months before membership termination date
Template letters provided
RETENTION
Membership Development Manual Updated w/ BMS tutorial, additional
communication templates
Member-get-a-Member (MgM) Program Brochure and business cards
Membership Development Kits 2,000 Kits shipped globally to all IEEE
sections, student braches, and society MD officers
Brochures, posters, product sheets, CDs, giveaways, MD Manual
MGM supplies On-demand, online ordering of
supplemental supplies
Global MD Webcast / Conference Call Monthly, standard agenda, MD tactics
and best practices
PERSONAL SELLING …
RECRUITMENT
Conference-targeted campaigns…
Objectives Membership/conference
campaigns occurring in IEEE Regions experiencing membership decline
Region 1 – Stony Brook Symposium (Sep)
Region 2 – GlobeComm (Nov) Region 5 or 6 – tbd, finalizing
DIRECT MARKETING …
Authors Outreach …
Objective: Identifying authors who are not
members, solicit their joining IEEE
RECRUITMENT
IEEE.tv Official Launch
Retention – Positioned as a new benefit included with IEEE
membership. Emphasis targeting of Student and 1st-year members
Channels… Print Ad placements IEEE distribution channels Direct outreach marketing
Visits > AdvertisingPosition availability of Public Access
programming, and as a new benefit included with IEEE membership
Channels… Business Wire Targeted online ads
IEEE.tv Campaigns
Recruitment – Leverage the official product launch of IEEE.tv
as a new reason to join IEEE. Piggyback in all communications the other benefits of membership
Channels… Business Wire MD Kits Direct outreach marketing Targeted online ads
Two-fold focus … membership growth & visits/viewing minutes…
IEEE.tv Collateral
Inclusion in membership brochures
Product Sheet Conference display Takeaways Mailing Inserts Advertisements Collateral included in worldwide
shipment of MD kits
AD
MIT
ON
E
Tune In.www.ieee.org/ieeetv
Now Showing! Meet the Authors:
“Diab & Frazer: Internet in the First Mile”
Exclusive Benefit
of IEEE Membership
AD
MIT
ON
E
Tune In.www.ieee.org/ieeetv
Now Showing! IEEE.tv Special:
Recycling; Computers & Electronics”
Exclusive Benefit
of IEEE Membership
Retention Alert appears beginning 1 January “Member-supported IEEE” theme Gives member option of continuing IEEE.tv
experience, or renewing at that time Alert disabled after renewal
Recruitment Prompts sign-in to access members-only
programming, encourages non-members to join IEEE
IEEE.tv – Agent for MD
Membership commercial
OCT NOV DECJAN FEB SEP
Season Kick-offSweeps Season
MAY JUN JUL AUGAPRMAR
Specials Season
> 3-5 programs per month> Special events, and high-value programming, e.g. ‘stunts,’ video contest winners> Period when new Series are launched
incremental programming
> 1-3 programs per month
> Promotion begins for Specials /Sweeps Seasons
> 3-5 programs per month> High-value programming
> Consumer Electronics Tradeshow
> 2-4 programs per month> Special events, and high-value programming, e.g. ‘stunts,’ video contest winners
incremental programming
>1-3 programs per month
IEEE.tv Program Season
SALES PROMOTION – value sequencing … Schedule and pre-market value-rich offerings available in
March/April, accessible only with renewal “Coming in March” message to Jan & Feb’s past-due members
First-time Tactic !
IEEE.tv – Agent for MD
Get the team in place now and update the IEEE database Organize around IEEE volunteers, staff resources, the MD Kit and
upcoming events Make a plan (resources, activities, schedule, budget) Welcome back the Sections, Chapters, Students Branches in your
area Promote networking amongst all members (higher and student too) Promote Senior Member upgrades Put Member Get A Member cards in everyone’s pocket Put a MD Desk at local conferences, seminars, meetings Put a meeting notice up at work (ask first) Put PR in the local media Make IEEE a part of the upcoming 2008 Engineering Week activities
IEEE Fall Membership Development Campaign
In Summary…
www.ieee.org/md
Made great progress to date. Create the foundation first
Plan is to take present activities to the next level by better integrating tactics
Key is our ability to leverage new BMS system for lead storage and follow-up
The extended IEEE team needs to support the Membership Growth plan
In Summary …
Thank you!
www.ieee.org/md