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Smart marketing for member growth and retention.

•What is MiDIS?

•How does it actually work?

•Case Study Does highly targeted member interaction really make a measurable difference?

MiDIS stands for:

Membership Information and Demographics Intelligence System

An innovative, strategic approach to member development utilizing marketing 2.0 technology.

…based on their unique and diverse demographic profiles.

Targeting your benefits, content and products to your members and prospects….

MiDIS builds association value to promote:•Retention•Renewal•Recruitment•Non-Dues Revenue•Attendance•Participation•Every division of your organization

Simply put,

here’s how it works.

Members usually represent a diversity of demographics.

Member demographics can include…

Gender

Age

Location

Industry Type

Professional Level

Chapter Affiliation

Company Type Special Interests

And much more.

Associations also offer a diversity of member benefits,

products and content.

Products and content can include…

Special Interest Groups

Chapter Info

Professional Development

Resources

Industry News

Upcoming Events

Education and Certification

Research

Publication Features And much more.

Career Info

But, members and prospects

may not find value in the same things.

And, more importantly they may not

have time to find the value at all.

So, how do you connect

your valuable resources to the

people most interested in them?

On their schedule…

MiDIS gives you the ability to target your member benefits and content to the unique demographic profiles of your members.

Gender

Age

Location

Industry

Professional Level

Chapter Affiliation

Company Type

Certification

Special Programs

Chapter Info

Professional Development

Industry News

Upcoming Events

Education and Certification

Research

Publication Features

Career Info

Benefits, Products and Content

Member Demographics

Connected to

Thereby connecting people to the resources in which they find

the most value.

Without wasting their time with everything else.

So, how does it all come together?

MiDIS connects everything through:

1. Personalized micro portal technology

2. Residing on personal URLs, or PURLs (Example: JaneSmith.AssociationName.org)

3. Each member micro portal is unique

4. There are no usernames and passwords

5. The portals are updated monthly

What do the personalized micro portals look like?

Micro portals look like a web page.

And members and prospects receive highly targeted content contained in different sections.

ASHRAE Example

TARGETED INTRODUCTION

TARGETED FEATURE CONTENT

TARGETED MEMBERSHIP RESOURCES

LIBRARY RESOURCES

NAMEMEMBER STATUS RENEWAL DATE OUTLOOK CALENDAR REMINDER

TARGETED LINKS

FEATURED EVENTS

TARGETED EDUCATION

When people connect with valuable resources, it’s

much easier to justify their membership.

BUT, DOES THE MiDIS APPROACH

REALLY MAKE A DIFFERENCE?

Case Study

American Society of Heating, Refrigerating and Air-Conditioning Engineers

(ASHRAE)

ASHRAE Case Study• The goals: to raise awareness of member benefits, products and services so

that membership value is strategically reinforced

• Secondary goals include reminding members of their renewal dates and to promote non-dues product sales

• This case study is a snapshot taken 2 months into a 6-month campaign

• 8,590 members visited their micro portals

• 17,880 clicks were registered

• 7.9% of members and prospects who visited their micro portals also enacted a transaction during the same time span

Key Considerations

1. The following results represent only the first two months of a six-month campaign…

2. …prompted by only two emails…

3. …to a personal micro portal environment that had never been experienced before.

Key Findings of Those Who Interacted:• 1.5% of prospects joined

• 14.4% of lapsed members rejoined

• 19.7% of current members set to expire in the following 90 days, renewed

• $124,000 in revenue was generated

• $58,000 (47%) was connected to non-dues product purchases

• $66,000 (53%) was connected to member dues related transactions

BUT, WHAT IF ALL THIS ACTIVITY WAS JUST

COINCIDENTAL?

AFTERALL, OTHER PROMOTIONS WERE ALSO GOING OUT TO MEMBERS AT THE SAME TIME

True.

So, we explored that theory by selecting a control group of members and prospects who did not view their micro portals at all.

And, the control group represented a cross section of people with demographics similar to the group who did enact transactions.

The difference was startling.

All who interacted with MiDIS could be connected to $124,000 in total revenue.

Those who didn’t only accounted for $18,000.

THE MiDIS APPROACH TO HIGHLY TARGETED, STRATEGIC MEMBERSHIP DEVELOPMENT

MAKES A DIFFERENCE

But that’s only the beginning:• A comparable direct mail campaign over two months sent to the same

amount of people would’ve cost 63% more than the cost of MiDIS over the same timeframe -- with arguably significantly less results.

• This effort was completely green physically and sustainable from an organizational standpoint in that MiDIS used all pre-existing benefits, products and services.

• Being able to track member and prospect “click” activity provides invaluable insight into segmented member trends for other projects.

• Even if people choose not to enact a transaction, they are still being proactively connected to resources of interest that work to reinforce their overall perception of value.

• A sustained perception of value = justifiable membership.

Other Key Considerations• MiDIS does not have to be integrated with your AMS database.

• There is nothing for you to install, nor your members.

• There is nothing for you to host.

• There are no software license agreements.

• You and your staff have NO SOFTWARE TO LEARN.

• There are no usernames and passwords required for your members.

• Your MiDIS campaign comes with actual experts at every step of the process to work with your internal teams.

• MiDIS can easily work with both email and direct mail strategies.

• MiDIS CAN ALSO BE USED FOR EVENT MARKETING.

MiDIS IS NOT TOO GOOD TO BE TRUE• It is not the “silver bullet” to all your marketing woes, however it can be a

really effective component in your overall strategic marketing plan.

• It requires some of your time and a thoughtful understanding of your member diversity and demographic priorities.

• It requires your internal teams to think about which benefits, content and products are ideal for certain target markets – directly and indirectly.

• It requires your internal teams to work with MiDIS experts to create a comprehensive content strategy delivery plan.

• Bottom Line: The MiDIS approach is most effective when association personnel are actively engaged in understanding how to provide value to their members.

About the Kellen Company• Kellen Company is a global professional services firm specializing in association management since 1964.

• MiDIS was created by association professionals at Kellen who desired a sophisticated, yet affordable, target marketing solution.

• Kellen provides complete management services for dozens of associations and societies, but also contracts with many other associations on specialized projects.

• Kellen’s professional services include: marketing, membership development, meeting and conference planning, standards and codes, government and public affairs, public relations and strategic consultation.

• Kellen has several service divisions that function as full-service agencies: Kellen Creative, Kellen Interactive, Kellen Communications and Kellen Meetings.

• Kellen has offices in Atlanta, Washington, DC, New York City, Tucson, Brussels and Beijing.

Schedule a DemoContact:

Josh Linardjlinard@kellencompany.com

(404) 252-3663

Questions?Contact:

Frank Skinnerfskinner@kellencompany.com

(404) 252-3663

Kellen Company1100 Johson Ferry Road, Ste. 300

Atlanta, GA 30342(404) 252-3663

www.kellencompany.comwww.kellencompany.com/midis