PPGNY Membership Drive

694 views
635 views

Published on

As Membership Chairman of the Professional Photographers of Greater New York, I designed and produced this presentation to drive membership growth.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
694
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Opening Slide
  • This is a “modified” image from the adobe stock photo files. We would have to pay to use it. I have an alternative (shown below) that might work. Alternatively, we could create a similar image in one of our studios and use that. We could also take a group shot of all the members at the next dinner meeting with everyone pointing at the camera or with their arms stretched out in a welcoming gesture.
  • Alternatively, we could create a similar image in one of our studios and use that. We could also take a group shot of all the members at the next dinner meeting with everyone pointing at the camera or with their arms stretched out in a welcoming gesture.
  • The names indicated in parenthesis refer to those individuals who have responsibility for the indicated Member Benefit. These individuals will be required to provide a brief (one or two paragraph) description of their Member Benefit. These descriptions should be concise and play up selling the advantage of this benefit and why it makes membership in PPGNY a very good thing. A good way to do this is by example (TEP - Frank Fontana and Church Directories) Photo needs We will also need any photographs that are available to illustrate each of these Member Benefits. Photographs should feature key speakers (especially heavy-hitters), group participation, awards, grab-n-grins, shots of the raffle prizes filling a table, picnic, outings, etc.
  • The names indicated in parenthesis refer to those individuals who have responsibility for the indicated Member Benefit. These individuals will be required to provide a brief (one or two paragraph) description of their Member Benefit. These descriptions should be concise and play up selling the advantage of this benefit and why it makes membership in PPGNY a very good thing. A good way to do this is by example (TEP - Frank Fontana and Church Directories) Photo needs We will also need any photographs that are available to illustrate each of these Member Benefits. Photographs should feature key speakers (especially heavy-hitters), group participation, awards, grab-n-grins, shots of the raffle prizes filling a table, picnic, outings, etc.
  • The names indicated in parenthesis refer to those individuals who have responsibility for the indicated Member Benefit. These individuals will be required to provide a brief (one or two paragraph) description of their Member Benefit. These descriptions should be concise and play up selling the advantage of this benefit and why it makes membership in PPGNY a very good thing. A good way to do this is by example (TEP - Frank Fontana and Church Directories) Photo needs We will also need any photographs that are available to illustrate each of these Member Benefits. Photographs should feature key speakers (especially heavy-hitters), group participation, awards, grab-n-grins, shots of the raffle prizes filling a table, picnic, outings, etc.
  • Create web-based affiliate links to our existing vendors and drive the new membership to those vendors as part of the PPGNY “family” In return for these referrals to the vendors we ask the vendors to talk us up and promote our activities. Perhaps we could gain access to their equipment registration lists and “Professional Club” lists?? for mailings. Existing vendors and Affiliate members should be encouraged to promote our Membership Drive and promote what we offer. Through that vendor’s association with us there is a synergistic benefit to the new member, existing members and the vendors (win-win-win) Mailings of promotional literature (snail & “e”) to non-affiliated studios/vendors. Saturate the pro-level photographic community. Contact professional photography trade associations and groups and inquire about access to their NY area subscriber lists.
  • Get The Word Out Large scale information dispersal to the photography community should draw large numbers. Repetitive community service oriented announcements on local media can accomplish this for very little or NO money. Local, regional and community-oriented newspapers and periodicals are often “hungry” for editorial content. Prize awards, high caliber speakers on subject of interest and other events make great “fodder” for these needs. Press releases and editorial coverage of PPGNY events and activities can be excellent free advertising and publicity. Affiliations with Kiwanis, Rotary, Masons and other professionally run community and civic groups could be synergistic. We could offer to judge photo contests and conduct mini-workshops, or, better still, invite their members to our meetings.
  • Photography clubs and their exhibits would be a good source for new “aspiring” or “wanna-be” members. In addition to being good venues for getting the word out about PPGNY, photo galleries could also be an outlet for some of our member’s work. (win-win) A formal presence at trade shows (down-the-road) might be a good idea (Photo Expo, WPPI, MacWorld, NAPP events, etc.) Working the crowd at Photo Expo, Seminars and Workshops. We need personal credentials (ID badges, pins, and membership cards)
  • Create an html version of our promotional literature so that it can be included as a link in e-mails to prospective members. Brochure needs to be created for inclusion in our membership kit and for other promotional and leave-behind purposes. Poster(s) need to be created for posting in labs, galleries, schools, trade show bulletin boards, seminars, conventions, etc, etc, etc. Credential kits need to be made up. These would include, membership card (credit card stock), “XXXXX is a member in good standing certificates”, ID badges, pins, etc. Self-running promo media… (ProShow Gold/Producer) on VideoCD, DVD, web/Flash, etc. Scripts of what to say and what not to say when promoting PPGNY. Probationary membership cards for new members.
  • Initial goal should be to double within two months. With saturation of our target market, we should be able to dramatically increase the size of our membership. Depending on the energy and synergism of our collective efforts, a believable, attainable goal would be 150 new members by the end of 2006 . Let’s GO FOR IT!! Incentives to members for number of new members they personally “sponsor”. Simplify and categorize levels of membership: Professional - Aspiring - Student Evaluation standards should be loosened - Don’t make it difficult to “get in” Immediate “probationary” (pending) memberships should be instituted.
  • In addition to big name photographers like Dennis Reggie, Monte Zucker, Doug Kirkland, Seth Resnick and Michelle Celentano etc. we should have programs that appeal to a wide cross-section of photographic interest and which touch on issues and areas of importance to the new and future membership.
  • Not the end but, rather, the beginning…..
  • PPGNY Membership Drive

    1. 1. PPGNY Membership Drive
    2. 3. PPGNY Membership Drive
    3. 4. PPGNY Membership Drive
    4. 5. PPGNY Membership Drive
    5. 6. Enticements <ul><li>TEP (TEP Chairperson) </li></ul><ul><li>LI Day (LI Day Chairperson) </li></ul><ul><li>Network Mondays (Network Mondays Chairperson) </li></ul><ul><li>LI Photo Workshop (LIPW Chairperson) </li></ul><ul><li>Dinners (Hospitality Chairperson) </li></ul><ul><li>Parties (Hospitality Chairperson) </li></ul><ul><li>Outings (Outings Chairperson) </li></ul><ul><li>Programs (Program Chairperson) </li></ul>
    6. 7. Enticements <ul><li>Print Competition (Print Comp Chairperson) </li></ul><ul><li>Newsletter (free ads to members?) (Newsletter Editor) </li></ul><ul><li>Break Bread with professional photographers and find out what makes them “click” (Membership </li></ul><ul><li>Networking (Membership) </li></ul><ul><li>Camaraderie / Fellowship (Hospitality, Membership </li></ul>
    7. 8. Enticements <ul><li>Brains to “pick” (Board Members and Masters) </li></ul><ul><li>Larger concentration of CPPs who have achieved Master of Photography credentials or beyond than in any other Chapter of ppgny or PPofA (CPPs and Masters) </li></ul><ul><li>Exposure to the latest equipment with hands-on opportunities (Vendors) </li></ul><ul><li>Access to a large cross-section of specializations and expertise (Weddings, Portraits, Commercial, PhotoShop, Labs, etc.) </li></ul>
    8. 9. Distribution Venues <ul><li>Affiliate links to photo vendors / manufacturers </li></ul><ul><li>Vendors (Stores, Labs, Manufacturers) </li></ul><ul><li>Non-affiliated studios/vendors (from trade publications, Magazines, Black Book, Adobe, etc.) </li></ul><ul><li>Non event/portrait specialties (diversify to advertising, catalog, editorial, stock and other specialties) </li></ul><ul><li>Trade Associations (ASMP, NAPP, PACA, WPPI, PPofA, PPSNY, etc.) </li></ul>
    9. 10. Distribution Venues (continued) <ul><li>Public Access and Local TV and Radio School/University Broadcasts/Networks </li></ul><ul><li>Newspapers, magazines – editorials and Press Releases. </li></ul><ul><li>Community Action Groups </li></ul><ul><li>Kiwanis, Rotary Club, Masons, etc. </li></ul>
    10. 11. Distribution Venues (continued) <ul><li>Local galleries </li></ul><ul><li>Exhibits </li></ul><ul><li>Trade Shows </li></ul><ul><li>Expos </li></ul><ul><li>Photo Seminars and Workshops </li></ul><ul><li>Anywhere a large gathering of photographers might assemble </li></ul>
    11. 12. Assignment of Tasks Development of promotional media <ul><li>Web site placements (Web Master) </li></ul><ul><li>Brochures (Member(s) with Graphic Arts background) </li></ul><ul><li>Poster(s) (Members w/ PhotoShop/Illustrator/Corel/ expertise) </li></ul><ul><li>DVDs ? (?) </li></ul><ul><li>TV/Radio Spots (?) </li></ul><ul><li>Word of mouth solicitation scripts (?) </li></ul><ul><li>E-mail solicitations (?) </li></ul><ul><li>Probationary Membership cards </li></ul>
    12. 13. PPGNY Membership Drive GOALS <ul><li>Doubling </li></ul><ul><li>> 10 new members per month (good for a free dinner meeting) </li></ul><ul><li>Simplification and relaxing of the “stringent” acceptance rules for new members (it took me over a full year to be processed as a new member!) This should be clearly identifiable as a revision specifying entrance requirements that are much looser than existing rules. </li></ul><ul><li>Broadening of entrance requirements to embrace students, wanna-be and start-ups </li></ul>
    13. 14. Future Program Ideas <ul><li>Copyrights, Legal Issues, Contracts, Bids, Usage, Rights, Stock, Assignment and other issues of importance to the professional or aspiring photographer </li></ul><ul><li>Close-Up/Macro Photography </li></ul><ul><li>Advertising/Illustration Photography </li></ul><ul><li>Catalog Photography </li></ul><ul><li>Landscape/Fine Art Photography </li></ul><ul><li>Business Planning, Budgeting, General Accounting </li></ul>
    14. 15. Future Program Ideas (continued) <ul><li>Equipment – What you need, what you don’t </li></ul><ul><li>Roundtable Open Discussions on table-specific topics </li></ul><ul><li>Templates – How to create, edit, store and use them. </li></ul><ul><li>Different Delivery Options – Photo CDs, DVDs, Albums, Framed Prints, Folios, Slide Shows, Contact Sheets, Proofs/Proofless, Mugs, Mouse Pads, and Novelties Photo Items. </li></ul><ul><li>Creating Demos and Presentations with Impact </li></ul>
    15. 16. Future Program Ideas (continued) <ul><li>Style Identification and Development </li></ul><ul><li>Effective use of the Internet and the Web for your business </li></ul><ul><li>Beauty, Fashion and Glamour Photography </li></ul><ul><li>Boudoir Photography </li></ul><ul><li>Sports Photography </li></ul><ul><li>Marketing and Sales Techniques (including how to deal with the “difficult” client. </li></ul><ul><li>Proms and School Photography </li></ul><ul><li>Lead Generation Programs, Advertising and Marketing your business </li></ul>
    16. 17. Future Program Ideas (continued) <ul><li>Setting yourself up in a photo business </li></ul><ul><li>Landscape/Fine Art Photography </li></ul><ul><li>Stock photography </li></ul><ul><li>Advertising Photography </li></ul><ul><li>Editorial Photography </li></ul><ul><li>Architectural Photography </li></ul><ul><li>Dealing with Hair/Make-up, Modeling Agencies, Assistants, and other support personnel. </li></ul><ul><li>And many, many, many, more….. </li></ul>
    17. 18. The Beginning….. … of a new, stronger, better PPGNY is just ahead.

    ×