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AWARD WINNING IDEASN A T I O N A L C L U B A C H I E V E M E N T C O M P E T I T I O N W I N N I N G E N T R I E S
MEMBERSHIP DEVELOPMENT
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2015-2016 Membership Development - American Advertising Federation Omaha
Background
Built on a strong foundation of tradition and expertise, our American Advertising
Federation Omaha club is more than 100 years old. Our club, the AAF Omaha, is one of the
oldest clubs in the AAF organization nationwide. AAF Omaha has a strong influence in the
Nebraska legislature - it is the unifying voice and tireless advocate for the rights of advertisers in
the Omaha, Nebraska and Council Bluffs, Iowa metropolitan areas.
This year, in light of the budgeting challenges all companies are having which often
means cutting memberships in industry organizations, the membership committee decided on a
four-fold attack to maintain membership. First, we re-engineered our event survey to try to
capture more visitor information. Then we followed up with visitors and non members via email
and phone calls [Exhibit A].
Second, we set up a Google Doc database of non-renewing members from 3-6 months
old. Google Doc allowed the whole committee to have access to the database. Each non-
renewing member was assigned to a membership committee person for follow up [Exhibit B].
Third, we also used our full board for our Reactivation plan. Board members took
responsibility for calling people they knew to remind them of member benefits and invite non
renewing members to join them at an AAF event. This networking approach brought a number of
past members back to AAF Omaha [Exhibit C].
The fourth action we took was to involve all our members in the recruiting of new
members by rewarding referrals with our new Back Scratcher promotion. The membership
committee provided durable, white, 15 inch back scratchers with our AAF Omaha name on them
and offered a free back scratcher to any one referring a new member to the club. The motto –
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“You scratch our back; we will scratch yours”. We were able to follow up with a number of new
ad agencies that were unaware of AAF Omaha benefits. [Exhibit D] We also added a fun feature
to our luncheons and events to keep our members updated with our membership progress – a
huge standing cardboard thermometer displayed at meetings and in our newsletter. [Exhibit E].
We also worked on a redesign of the club brochure after we noticed the current brochure
didn’t emphasize the Values and Benefits of belonging. We started by surveying the Board with
two simple questions – why are you a member of AAF Omaha? And what to you are the main
benefits to membership? Then we took that information and incorporated these positives of
membership into a new marketing piece. The idea is to reinforce the value of an AAF Omaha
membership and show how it benefits professionals and students in the industry. No other local
organization provides the education, networking and public service benefits at such a reasonable
cost – so we want to share our strengths [Exhibit F].
The membership committee also put a Thank You program in place. After designing a
simple thank you note card, we put together a ½ sheet flyer of coming events to insert in the
thank you card. We send a handwritten note with the flyer to new members that join. This
encourages them to attend events and become active in the club. [Exhibit G].
AAF Omaha’s goal for membership this year is 200 members. The club not only focused
on recruiting new members, but also retaining current members to achieve this goal.
Objectives
1) Increase member and non-member participation at events
2) Work at increasing percent of members renewing
3) Task Board Members with increasing their role in recruiting new members
4) Focus on recruiting new members, and involving all members in the recruiting process
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5) Serve as an advocate for member satisfaction and market the benefits of an AAF Omaha
membership to non-members
Overall Strategies
1) Retain current members and recruit new members by targeting specific key contacts in
the industry
2) Emphasize the benefits of an AAF Omaha membership
3) Use special events, educational programs and after hours events as membership
recruitment tools
4) Continue to make new agencies aware of AAF Omaha
5) Conduct a membership survey on the perceived value of an AAF Omaha membership
and overall satisfaction
6) Encourage word-of-mouth referrals utilizing AAF advocates and testimonials
Strategy 1 –Retain current members and recruit new members by targeting specific key
contacts in the industry.
Target Audience: AAF Omaha Members and Prospective Members.
Tactics:
This year, the Membership Committee used a targeted approach to recruit new members.
A prospective agency list was built from local agencies that are not yet members of AAF Omaha
as well as a list of current members who could be leveraged to gain additional members at their
company or friends in the industry.
The concept was to approach non-member agencies via phone call, using specially
written scripts for a consistent message [Exhibit H]. We approached the conversation with a “did
you know there is a local organization that…” and once we got their attention we provided
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valuable information about AAF Omaha, following up to invite the agency to a future event that
caught their attention. On the current member side, we used the call as a checkup to make sure
members were satisfied and then asking for help to spread the word among friends and co-
workers. Through phone calls and emails [EXHIBIT C], the Membership Committee encouraged
event attendance and offered to answer questions and/or provide additional information for
current and prospective members. The goal was to start a conversation within these organizations
about the benefits of AAF Omaha and generate interest in becoming a member or inviting
friends and co-workers to become a member.
Although the membership committee felt they had a pretty strong plan in place with their
more targeted approach, they knew in order to be successful they also needed the support of the
AAF Omaha Board of Directors. Since these individuals are the most invested in the
organization, the committee looked to them to increase their role in recruiting new members, as
well as help increase involvement and attendance at AAF Omaha events. The committee wanted
to stress that membership is everyone’s job.
Strategy 2 –Emphasize the benefits of an AAF Omaha membership.
Target Audience: AAF Omaha Members, Prospective Members, Industry Students
Tactics:
In today’s busy and ever-changing world it’s no surprise that people are being pulled in a
variety of directions. The Membership Committee made a point to ask for input and feedback on
AAF Omaha again this year through a survey to both members and non-members. [Exhibit I and
J] The survey yielded a positive response with 82 participants and provided insight into the club
and what members and non-members value as well as identified areas of opportunity for
improvement. The results [EXHIBIT K] were summarized and distributed to the Board of
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Directors with the goal of using the information to improve the club within each committee.
Club improvements that AAF Omaha made as a result of last year’s membership survey included
updating the AdMuse eNewsletter template, and received compliments by 2016 survey-takers.
The Membership committee continues to promote networking opportunities, luncheon
speakers and professional development opportunities as the top membership features identified
by both members and non-members who were surveyed. The committee also recognized that
budgets are tight, and the pressure and competition for individuals’ time are only increasing.
With this in mind, AAF Omaha wanted to take every opportunity they could to remind members,
and educate prospective members of the benefits and value they receive by being a member of
AAF Omaha. We highlighted the affordability of an AAF membership by beginning the process
of redesigning the membership brochure with a more benefit orientated approach to justify
membership cost [Exhibit F]. We also instituted a new idea to include the cost of ten event
tickets in the cost of membership. The goal is to encourage new and renewing members to save
10% on the cost of event lunches. It also encourages attendance at events since they are already
paid for [Exhibit L].
Strategy 3 – Use special events, educational programs and after-hours events as a
membership recruitment tool.
Target Audience: AAF Omaha Members, Prospective Members, Industry Students
Tactics:
This year, the Membership Committee made an extra effort to target members and
prospective members who are already interested in AAF Omaha, and who already attend events
regularly or occasionally. AAF Omaha events were the perfect way to reach this audience and to
remind members and prospective members of the benefits of membership. A member of the
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Membership Committee was scheduled to speak briefly at each event about membership benefits
and features, as well as remind people there is special member pricing for events. Attendees were
also invited to bring friends and co-workers to future events, and perhaps join to share the
benefits of becoming a member.
The Membership Committee also worked with the Programs Committee to not only
remind luncheon participants of the savings on a membership with the purchase of a luncheon,
but also the date, time and topic of upcoming events.
As a follow up to each event, Membership Committee members reached out to non-
member event attendees to encourage future attendance, gain feedback and share the benefits of
membership once again [Exhibit M].
Strategy 4 – Collect leads outside of AAF Omaha events.
Target Audience: Prospective Members, Industry Students
Tactics:
In addition to promoting AAF Omaha membership at events and other programs, the
Membership Committee brainstormed additional ways to reach prospective members. Through a
sponsorship and partnership with Omaha Advertising X!, a local marketing workshop [EXHIBIT
N], AAF Omaha was able to reach prospects who may not have heard about AAF Omaha
membership benefits before. The club was able to staff a booth display and gathered leads by
hosting a giveaway. A handful of current members were also in attendance to help spread the
word about the benefits of membership in AAF Omaha.
AAF Omaha board members were also used as a resource and encouraged to be positive
ambassadors for AAF Omaha at outside events and in conversations with friends and co-workers
within the advertising industry.
7
Another way the committee reached non-members was by showcasing new members on
the AAF website and Facebook page [EXHIBIT O]. By having members share the content, AAF
Omaha was able to reach prospective members who may not have heard about the club or may
not have considered membership previously.
Strategy 5 – Encourage word-of-mouth referrals utilizing AAF advocates and testimonials.
Target Audience: AAF Omaha Members, Prospective Members, Industry Students
Tactics:
As the Membership Committee reviewed the member/non-member survey results, they
determined that the forum for networking and sharing ideas among new and seasoned
professionals with mutual interests was the greatest benefit as well as a key differentiator for
AAF Omaha, and a top reason to join. The committee resolved to spread that message to current
and prospective members by gathering member testimonials and encouraging current members
to act as advocates for the club.
In addition to testimonials, the club featured new and current AAF Omaha members,
recent event recaps, and Membership Committee articles in the monthly eNewsletter, AdMuse,
[EXHIBIT P] to create excitement and encourage content sharing among members and non-
members.
The AAF Omaha membership committee utilized event emails to garner interest in AAF
functions to increase attendance, and get new people to events (then we could invite them to
join!) [Exhibit Q]. We encouraged the Board of Directors as well as all members to engage non-
members in conversation about the benefits and affordability of joining AAF Omaha.
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Results:
1.) Involvement – We see lots of interest in our events and luncheons this year. Our
efforts to increase participation yielded good results. Our special events sold out, and
we filled our luncheons with members and non-members. AdBites luncheon attendance
averaged 97 attendees and is a 5% increase from last year.
2.) Retention – Our internal calling and email follow up with renewing members, as
well as our Board of Directors active participation has allowed AAF Omaha to bring a
large number of expiring and late renewing members back to our club. We continue to
work toward retaining our members in a challenging economic environment.
3.) The Reactivation Program we started by utilizing Board of Director members to call
non-renewing people brought a number of 6-12 month non-renewing members back to
our club. Fifteen members were renewed as a direct result of this program.
4.) Recruitment – We were very successful at our goal to attract new members this
year. Our focus on new member recruitment worked very well, and we increased our
new member roster by 18%. Rewarding current members with back scratchers for
referring new people worked well.
5.) Our additional marketing tools such as AAF Omaha thank you notes, the design of
our benefit –rich brochure, and additional scripts and letters to targeted companies had
a positive effect on reaching our membership goals.
6.) We have worked hard and are pleased to announce that we successfully reached our
membership 2015 – 2016 goal of 200 members.
2016 AAF Omaha Membership Survey - Non-Member Version
1. Which of the following factors are important to you when considering AAF Membership? Check all thatapply
Quality luncheon speakers
Professional development opportunities
Fun social events
Networking/making business contacts
Promoting own business
Communications/AdMuse Newsletter
Cost of monthly AdBites luncheon
Cost of membership
Supporting legislative issues
2016 AAF Omaha Membership Survey - Non-Member Version
2. What factors influence your monthly event attendance? Check all that apply
Meeting length
Program variety
Opportunity for member interaction
Club news, announcements, etc.
Luncheon meal price
Location
Others going from your organization
Schedule conflicts
Other (please specify)
1
2016 AAF Omaha Membership Survey - Non-Member Version
3. What would entice you to come to more events? Check all that apply.
More daytime events
More eventing events
If my employer would cover more costs
More education events
More networking events
More social events
Other (please specify)
2016 AAF Omaha Membership Survey - Non-Member Version
4. Which of the following AAF Omaha expense items does your employer pay for? Check all that apply.
Membership dues
Monthly AdBites luncheon
ADDY Entry fees
Seminars/Conferences
Social/Special events
My employer does not cover any AAF expenses
I'm self-employed
2016 AAF Omaha Membership Survey - Non-Member Version
2
5. What was your favorite event this year? (luncheon, special event, etc.)
2016 AAF Omaha Membership Survey - Non-Member Version
6. What was your least favorite event this year? (luncheon, special event, etc.)
2016 AAF Omaha Membership Survey - Non-Member Version
7. What luncheon or professional development topics would you be interested in if they were offered?
2016 AAF Omaha Membership Survey - Non-Member Version
8. What sections of AdMuse (AAF Omaha's Newsletter) do you read regularly? Check all that apply.
Upcoming events
New member listing
Member birthdays
Member profile
News
I don't read AdMuse
I don't receive AdMuse
3
2016 AAF Omaha Membership Survey - Non-Member Version
9. What would you like to see in AdMuse that's not currently included? Please share any feedback on howwe can improve the eNewsletter.
2016 AAF Omaha Membership Survey - Non-Member Version
10. What primary area of advertising/marketing are you employed in?
Academics
Advertising Agency
Direct mail
Graphic design
In-house marketing department
Magazine
Media buying
Materials/Product supplier
Newspaper
Non-profit organization
Outdoor advertising
Public relations
Television/Cable
Student
Other (please specify)
2016 AAF Omaha Membership Survey - Non-Member Version
4
11. What is your position/primary area of responsibility?
Account service
Administration
Advertising
Design
Marketing
Media planner
Middle management
President/CEO/Owner
Public relations
Retired
Sales/Business development
Senior Managagement/Director
Student
Teacher/Iinstructor
Writing
Other (please specify)
2016 AAF Omaha Membership Survey - Non-Member Version
5
12. Have you ever been a member of AAF Omaha? If yes, how many years were you involved?
1-3
4-6
7-10
11-15
16+
Never been a member
2016 AAF Omaha Membership Survey - Non-Member Version
13. How did you first hear about AAF?
Coworker referral
Friend referral
Employer
College
Social media
Trade show
2016 AAF Omaha Membership Survey - Non-Member Version
14. How many years have you been in your current position?
0-5
6-10
11-15
16-20
21-25
26+
6
2016 AAF Omaha Membership Survey - Non-Member Version
15. What is your age?
18-24
25-34
35-44
45-64
65+
2016 AAF Omaha Membership Survey - Non-Member Version
16. What's your gender?
Male
Female
2016 AAF Omaha Membership Survey - Non-Member Version
17. Please give us the names of one or two people you think would benefit from knowing about AAFOmaha. Include contact information if available.
2016 AAF Omaha Membership Survey - Non-Member Version
7
18. Thank you for participating in our survey. Please click the submit button below to complete the survey.Enter your name in the space provided if you'd like to be entered in a drawing for a free membership.
8
2016 AAF Omaha Membership Survey - Non-Member Version
1. Which of the following factors are important to you when considering AAF Membership? Check all thatapply
Quality luncheon speakers
Professional development opportunities
Fun social events
Networking/making business contacts
Promoting own business
Communications/AdMuse Newsletter
Cost of monthly AdBites luncheon
Cost of membership
Supporting legislative issues
2016 AAF Omaha Membership Survey - Non-Member Version
2. What factors influence your monthly event attendance? Check all that apply
Meeting length
Program variety
Opportunity for member interaction
Club news, announcements, etc.
Luncheon meal price
Location
Others going from your organization
Schedule conflicts
Other (please specify)
1
2016 AAF Omaha Membership Survey - Non-Member Version
3. What would entice you to come to more events? Check all that apply.
More daytime events
More eventing events
If my employer would cover more costs
More education events
More networking events
More social events
Other (please specify)
2016 AAF Omaha Membership Survey - Non-Member Version
4. Which of the following AAF Omaha expense items does your employer pay for? Check all that apply.
Membership dues
Monthly AdBites luncheon
ADDY Entry fees
Seminars/Conferences
Social/Special events
My employer does not cover any AAF expenses
I'm self-employed
2016 AAF Omaha Membership Survey - Non-Member Version
2
5. What was your favorite event this year? (luncheon, special event, etc.)
2016 AAF Omaha Membership Survey - Non-Member Version
6. What was your least favorite event this year? (luncheon, special event, etc.)
2016 AAF Omaha Membership Survey - Non-Member Version
7. What luncheon or professional development topics would you be interested in if they were offered?
2016 AAF Omaha Membership Survey - Non-Member Version
8. What sections of AdMuse (AAF Omaha's Newsletter) do you read regularly? Check all that apply.
Upcoming events
New member listing
Member birthdays
Member profile
News
I don't read AdMuse
I don't receive AdMuse
3
2016 AAF Omaha Membership Survey - Non-Member Version
9. What would you like to see in AdMuse that's not currently included? Please share any feedback on howwe can improve the eNewsletter.
2016 AAF Omaha Membership Survey - Non-Member Version
10. What primary area of advertising/marketing are you employed in?
Academics
Advertising Agency
Direct mail
Graphic design
In-house marketing department
Magazine
Media buying
Materials/Product supplier
Newspaper
Non-profit organization
Outdoor advertising
Public relations
Television/Cable
Student
Other (please specify)
2016 AAF Omaha Membership Survey - Non-Member Version
4
11. What is your position/primary area of responsibility?
Account service
Administration
Advertising
Design
Marketing
Media planner
Middle management
President/CEO/Owner
Public relations
Retired
Sales/Business development
Senior Managagement/Director
Student
Teacher/Iinstructor
Writing
Other (please specify)
2016 AAF Omaha Membership Survey - Non-Member Version
5
12. Have you ever been a member of AAF Omaha? If yes, how many years were you involved?
1-3
4-6
7-10
11-15
16+
Never been a member
2016 AAF Omaha Membership Survey - Non-Member Version
13. How did you first hear about AAF?
Coworker referral
Friend referral
Employer
College
Social media
Trade show
2016 AAF Omaha Membership Survey - Non-Member Version
14. How many years have you been in your current position?
0-5
6-10
11-15
16-20
21-25
26+
6
2016 AAF Omaha Membership Survey - Non-Member Version
15. What is your age?
18-24
25-34
35-44
45-64
65+
2016 AAF Omaha Membership Survey - Non-Member Version
16. What's your gender?
Male
Female
2016 AAF Omaha Membership Survey - Non-Member Version
17. Please give us the names of one or two people you think would benefit from knowing about AAFOmaha. Include contact information if available.
2016 AAF Omaha Membership Survey - Non-Member Version
7
18. Thank you for participating in our survey. Please click the submit button below to complete the survey.Enter your name in the space provided if you'd like to be entered in a drawing for a free membership.
8
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