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Member Segmentation
{THE DATA + PERSONAS}
“Knowing who your customers are makes it easier to promote whatever
you’re doing and bring them along on your brand’s journey.”
HubSpot Marketing Blog
What are Buyer Personas?
Buyer Personas:Buyer personas are fictional, generalized representations of your ideal customers. You use them to visualize your customers, personalize your marketing and products, and tailor your messaging for each subset of customers. … but how does this help AMA?
“Member”Personas
Member Personas:Member personas are a way for us to sympathize and
understand the wants and needs of our largest subsets of members. We can use them to understand the dynamics of our membership, develop targeted events to create value
surrounding specific wants and needs, personalize our communication and messaging for the highest impact, and
analyze our chapter performance.
Member personas will help us bring the best possible value to our members.
Process of Developing Member Personas
Survey of 53 students:● Convenience sample● Students of all ages, majors, 30% or more interested in
marketing, and interested in AMA● Both paid and unpaid members
We asked …
● 32 questions regarding demographics, identifiers, goals and challenges, points of consideration, and current opinion regarding AMA
And finally …
The results!
Overall Trends
Communication & Events:How far ahead do you prefer to plan?
Freshman Sophomore Junior Senior
A few days out
A week out
2 weeks out
More than
2 weeks out
● Freshman plan the most “more than 2 weeks out” than any other group
● Seniors are the most likely to play “a few days out” than any other group
Of students plan 1 week before
25%46%Of students plan a few days before
External Communication:Where do you look for info about event on campus?
Newsletter
Website
Poster/Flyers
Friends
96% of people look to Facebook for events
#1: Facebook
#2: Newsletters at 87%#3: Friends at 68%
External Communication:How do you hear about AMA events?
Newsletter
Website
Previous meeting
Member
Officer
Professors
Posters/flyers
86% of people look to Facebook for events
#1: Facebook
#2: Newsletters at 77%#3: Officer at 65%
Student Organization Involvement:What do you find challenging about student organization involvement?
78% of people have a hard time deciding whether or not to
attend events
#1: Deciding to attend events
#2: Finding the time to attend events at 68%
Meeting new people
Get involved/leadership
Deciding to attend
Finding time to attend
Top 3 things people are “most stressed about”:Aggregation of free response answers
#1: Academics, Coursework & Grades#2: Jobs, Internships & Resume
#3: Time Management
“THERE'S NEVER ENOUGH TIME!”
“Sometimes it feels like there is not enough time to be involved in everything.”
“Making time for everything when there are multiple events going on at the same time.”
#1 thing that turns you off from student organizations:Aggregation of free response answers
#1: “the people”
Also notable: Multiple responses surrounding “too many requirements” “too many events/unorganized” “not a clear purpose as to why you’re there”
Rating AMA {based on attendance}:
“Know what’s going on”
“Interactive Events are valuable”
“Workshops are valuable”
“AMA is social”
“Know how to get
involved”
3
2
1
I come to almost EVERY
event
I come to ONE event per week
I come to an event every FEW weeks
3 E.U.’s
3 E.U.’s:
Segment 1:
The ExploringUnderclassmen
Segment 2:
The EagerUnderclassmen
Segment 3:
The ExperiencedUpperclassmen
55.55% interested in a career in marketing
Segment 1: Exploring UnderclassmenBackground:
HUGE POTENTIAL:
14% of member base42% of survey base
THE EXPLORING UNDERCLASSMAN:
● Entered college without knowing exactly what they want to major in
● Are 30-70% interested in a marketing-related career
Segment 1: Exploring UnderclassmenStudent Organization Preferences:
36% ValuableEvents
25% Wide Varietyof Events
13% Jobs andInternships
13% Cool people6% Exposure to cool
companies6% Organized
2% Service
Wide Variety
Cool People
Company Exposure
Internships/Jobs
Service
Organized
Valuable Events
MOST IMPORTANT
ALL CONSIDERATION
59% MOST looking to get skills out of student organizations
Segment 1: Exploring UnderclassmenGoals & Challenges: COLLEGE
60% say Education is #1
priority in college 95% are looking to get an
education, 86% for friends
64% say coursework is a top
challenge in college
28% say picking a major is a top challenge in college
Segment 1: Exploring UnderclassmenGoals & Challenges: STUDENT ORGS
59% say learning new things/skills is their #1 priority in student orgs
92% are looking to gain skills, 82% are looking for friends, leadership and mentorship
86% say choosing events to
attend is a top challenge
50% say getting involved is a
top challenge
87.37% interested in a career in marketing
Segment 2: Eager Underclassmen
THE EAGER UNDERCLASSMAN:
● Entered college knowing they wanted to major in marketing
● Are 80-100% interested in a marketing-related career
BIGGEST PRIORITY:
These are our most dedicated members.
60% of our current members in this segment come to EVERY or ONE event per week.
Segment 2: Eager UnderclassmenStudent Organization Preferences:
26% ValuableEvents
26% Wide Varietyof Events
11% Jobs andInternships
16% Cool people5% Exposure to cool
companies10% Organized
5% Service
MOST IMPORTANT
47% MOST looking to get skills out of student organizations
100% looking for mentorship in student organizations
Wide Variety
Cool People
Company Exposure
Internships/Jobs
Service
Organized
Valuable Events
Segment 2: Eager UnderclassmenGoals & Challenges: COLLEGE
38% say Real World Experience
is #1 priority in college90% are looking
to get an education and
real world experiences
48% say coursework is a top
challenge in college
32% say transitioning is a top
challenge in college
Segment 2: Eager UnderclassmenGoals & Challenges: STUDENT ORGS
48% say learning new things/skills is their #1 priority in student orgs
100% are looking for mentorship, 79% for skills and networking
74% say choosing events to
attend is a top challenge
53% say meeting people is a
top challenge
88.33% interested in a career in marketing
Segment 3: Experienced Upperclassman
THE EXPERIENCED UPPERCLASSMAN:
● Has taken at least 1, if not more, marketing courses
● 70-100% interested in marketing
● Interested in growing technical knowledge and mentoring
BIGGEST WEAKNESS:
This segment is one of our largest among current members, but our least engaged.
17% Cool people
Segment 3: Experienced UpperclassmenStudent Organization Preferences:
49% Valuable Events
33% Help withInternships &
Jobs
MOST IMPORTANT
42% MOST looking to get skills out of student organizations
84% looking for leadership opportunities
Wide Variety
Cool People
Company Exposure
Internships/Jobs
Service
Organized
Valuable Events
Segment 3: Experienced UpperclassmenGoals & Challenges: COLLEGE
50% say Networking or Experiences
are #1 priority in college
92% are looking to get an
education, networking and
real world experiences
75% say jobs/internships is a top challenge in college
42% say coursework is a top
challenge in college
Segment 3: Experienced UpperclassmenGoals & Challenges: STUDENT ORGS
42% say learning new things/skills is their #1 priority in student orgs
84% are looking for leadership, 75% for networking
67% say choosing events to
attend is a top challenge
50% say meeting people is a
top challenge
Trends & 3 Segments
All Segments: Events
ExploringUnderclassman
EagerUnderclassman
ExperiencedUpperclassman
59%prefer more events to
choose from
41% prefer fewer, more valuable events
60% 74% 33%
72% prefer organizations that are relaxed about attendance
All Segments: Speaker Type
ExploringUnderclassman
EagerUnderclassman
ExperiencedUpperclassman68%
prefer “bigger fish”, even if they’re from “smaller ponds”
60% 73% 76%
All Segments: Speaker Content
ExploringUnderclassman
EagerUnderclassman
ExperiencedUpperclassman
81% 58% 84%
74%
How they do marketing and what skills to learn
What marketing looks like at their companies
All Segments: Officer Role
75% of people prefer trying out a smaller leadership role first, before becoming an officer.
72% of Exploring Underclassmen84% of Eager Underclassmen67% of Experienced Upperclassmen
So … What Do We Do?
Segment 3: Experienced Upperclassmen
Our current membershipSegment 1: Exploring Underclassmen
Segment 2: Eager Underclassmen
49%38%
14%
Overall conclusions→ Facebook is essential for communication
→ People are having a hard time deciding which events to attend, and making time to attend them
→ Our segments have similarities, but a few key differences
→ People prefer many events to choose from, but also want value
→ People prefer the “big fish, small pond, teachable content” approach
→ People prefer smaller roles before taking on officer positions
“Knowing who your customers are makes it easier to promote whatever
you’re doing and bring them along on your brand’s journey.”
HubSpot Marketing Blog
