April 11, 2023

August 2009 Jam SessionMembership Department

1

AAA Membership AAA Membership Marketing Plan Marketing Plan

2009-20102009-2010

Richard ThomasSheron DavisSean Kois

April 11, 2023

• Membership is everyone’s responsibility!

• What is the AAA Value Proposition?

• What are the components of an effective marketing plan?

• How can you take advantage of the new membership marketing plan?

Articulating a Unique Articulating a Unique Value Value PropositionProposition

● Your Value Proposition should not be “what you sell” but the value of products and services you provide to members.

● Reject messages that begin with “we” or “our” (Corporate-centric).

● Map services more tightly to the needs of members, not the Association.

*Thanks to Liam Lahey, writing in Connect IT

3August 2009 Jam Session • Membership Department • April 11, 2023

Our Our Value PropositionValue Proposition

● AAA members receive efficient recognition of their dues payments so that they can gain timely access to AnthroSource and receive all of their promised journals.

● AAA members receive fast and efficient response to their profile changes so that emails and surface mailings go to the correct place.

● AAA members get seamless access to the AAA meetings’ registration and abstract submission.

4August 2009 Jam Session • Membership Department • April 11, 2023

What is your Value Proposition?

AAA Value by Member SegmentAAA Value by Member Segment

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Member Type

AnthroSource

AA AN Present Paper @ Meeting

Network @

Meeting

Business Meetings

Job Interview

s

Online Member

Database

Undergrad (>25)

Grads & First Year Member(24-34)

Early Career Member(35-44)

Mid Career Member(45-54)

Late Career Member (55-64)

Retired (65+)

*Zarca Survey 2005

*

August 2009 Jam Session • Membership Department • April 11, 2023

Potential New Member Services

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Member Type

Online Meetings

Online Discussion

Boards

Online Exhibit Hall

Sylabi Other Other

Undergrad (>25)

Grads & First Year Member(24-34)

Early Career Member(35-44)

Mid Career Member(45-54)

Late Career Member (55-64)

Retired (65+)

*

*Zarca Survey 2005August 2009 Jam Session • Membership Department • April 11, 2023

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What Members ValueWhat Members Value

● We’ve shown what members value, now…— What does your department offer?

— Where can we improve?

What is your Value Proposition?

7August 2009 Jam Session • Membership Department • April 11, 2023

Key Components to Successful Key Components to Successful MarketingMarketing

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● Consistent Visual & Message Identity

● Multiple and varied “touches”— Surface mailings

— Web and E-mail

— Live interaction (phoning)

● Personalization

August 2009 Jam Session • Membership Department • April 11, 2023

Consistent Visual and Message Consistent Visual and Message IdentityIdentity

9August 2009 Jam Session • Membership Department • April 11, 2023

● AAA commissioned a professional design group to develop a Visual Continuity Guide. — Located in the S:\All Access

(Branding)

Please refer to the Visual Continuity Guide when conducting any promotion to the membership or the public!

Multiple and Varied ContactsMultiple and Varied Contacts

● Surface Mailings

● Broadcast E-Mails

●

● Telephone contact

10August 2009 Jam Session • Membership Department • April 11, 2023

(Recruitment)

August 2009 Jam Session • Membership Department • April 11, 2023 11

● Monthly e-mail reminders, beginning 90 days prior.— Used in conjunction with

paper reminders.

● Failed attempts invoke telemarketing.

Multiple and Varied ContactsMultiple and Varied Contacts(Renewals)

August 2009 Jam Session • Membership Department • April 11, 2023 12

● Welcome Brochure goes to new members. Includes information

about benefits and opportunities.

● Updated membership card and receipt goes to new and renewing members.

Multiple and Varied ContactsMultiple and Varied Contacts(Acknowledgments)

August 2009 Jam Session • Membership Department • April 11, 2023 13

Coming Soon!Coming Soon!

o Uses the member’s name in the URL.

o Sends member to a website preloaded with information based on his/her profile.

o Has “testimonial” videos of VIPs in the industry about the value of the association ands its meeting.

o Show travel plans and options from the member’s physical location to the meeting site.

The Personalized URL or PURL!http://www.myassociaion.org/My.Name

What are today’s “take aways”?What are today’s “take aways”?

● Membership is everyone’s responsibility!● Always consider your addition to the AAA Value

Proposition.● Remember the components of an effective marketing

plan.● Think of ways to take advantage of the new

membership marketing plan.

August 2009 Jam Session • Membership Department • April 11, 2023 14

fin

executive producer: richard thomasunit production manager: sheron davisdirector: sean kois