IEEE MEMBERSHIP MARKETING Message | Markets | Tactics IEEE Membership Development Retreat New...

IEEE MEMBERSHIP MARKETING Message | Markets | Tactics

IEEE Membership Development Retreat

New Brunswick, NJ

29 April – 1 May 2005

Adrienne Hahn

Manager, Membership Marketing & Communications

IEEE Regional Activities

Today’s Presentation…

Message Markets Tactics

IEEE Membership Marketing

The role of Membership Marketing & Communications is to communicate the value of IEEE membership for the purpose of recruiting, retaining, recognizing & recovering IEEE members

In 2005, IEEE Membership will incorporate a new positioning strategy to reflect the value drivers of IEEE membership, as identified in the 2004 Member Segmentation Study.

IEEE Membership Marketing

MESSAGE

IEEE Membership Marketing

IEEE Membership Marketing MESSAGEKNOWLEDGE

the familiarity, awareness, or understanding gained through experience or study

IEEE keeps members technically informed through exclusive access to:

Abstract searching through IEEE Xplore (more than 1 million documents online)

IEEE Potentials IEEE Spectrum The Institute More…

IEEE Membership Marketing MESSAGECOMMUNITYCOMMUNITY

a group of people having common interests; sharing, participation, and fellowship

IEEE enables members to grow and benefit from its purchasing power through:

Conferences Local section, chapter & branch

activities Volunteering Insurance programs Shop IEEE discounts @ieee.org email alias More…

IEEE Membership Marketing MESSAGEPROFESSION

an occupation or career; the body of qualified persons in an occupation or field

IEEE empowers members and supports the profession through:

Awards & recognitions programs

Distance learning Global imperatives Job Site Scholarships More…

MARKETS

IEEE Membership Marketing

Develop and enhance products/services/features/benefits that increase value Reinforce the value of membership to existing members through a multi-tactical approach Use information gleaned from the 2004 Segmentation study to target messages based on segments Make a positive impact on retention

Retaining members is our most efficient method of membership development

IEEE Membership Marketing MARKETS

RETENTION

RECRUITMENTNew Industry

Segments

RECRUITMENTTraditional Industry

Segments

Attract new members through traditional channels

Use multi-touch/multi tactical approach (advertising, web, direct

mail, conferences)

Reinforce the value of membership post recruitment to make positive

impact on retention

Research and identify key industry and/or geographical segments for which IEEE membership could be viable

Identify benefits/services/features of membership that are most relevant to the industry

Build campaign with multi-tactical approach (advertising, conferences, web, direct mail)

Assess the results

Markets

TACTICS

IEEE Membership Marketing

IEEE Membership Marketing TACTICS

Print Collateral & Direct Mail

New Member Applications – high level sales-pitch for prospective members

New Member Welcome Brochure – multi-page booklet that mails to all new members (higher grade & student) with membership card

MGM/SGS Flyers – peer to peer recruitment collateral for annual member-get-a-member program

Posters

Direct mail: Recruitment – by industry segment Recovery – arrears mailing Retention – B59 mailing to graduating students; annual renewal mailing

My Profession. My Organization. My IEEE.

Print Collateral & Direct Mail (con’t)

IEEE Membership Marketing TACTICS

Web & Multimedia

Membership portal myIEEE Multimedia testimonials CD-Rom

The Institute (ads & articles) IEEE Spectrum What’s New @ IEEE Advertising (internal & external)

Communications & Advertising

IEEE Membership Marketing TACTICS

IEEE Membership Marketing TACTICS

Conferences

IEEE sponsors and/or co-sponsors more than 300 conferences, annually

In 2004, through the Membership Exhibits program, IEEE Staff managed 25 exhibits and recruited 1102 higher grade members and 273 student members

Opportunity for refinement and growth

In Summary…

IEEE Membership Marketing

IEEE Membership Marketing IN SUMMARY …

IEEE MEMBERSHIPMarketing tactics

Advertising

CD Rom

Conferences

Direct mail

Print collateral

Web/Multimedia

IEEE Membership Marketing

Thank you !