General Business
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General Business

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    General Business General Business Presentation Transcript

    • Oct 2007 Meeting Membership Lifecycle Board Reference Material
    • Value Proposition
      • ACS Market Blueprint
      • ACS Value Proposition (Age Group)
      • Internal Communications Plan
        • Information Age (ACS page)
        • Website (News Section)
        • Topic of the Week (Branch eNews)
    • Professional Membership Application Form
    • Student Application Form
    • Graduate Application Form
    • Membership Benefits Professional Development Professional Recognition Networking Career Support Rewards ACS Membership
    • Marketing (CRM) Database
      • External database : Fairfax
      • Internal database
        • Prospecting
        • PPP
        • Event Participants
    • Marketing Database (Prospecting)
    • Marketing Database (PPP)
    • Effective Market Segmentation
      • Statistics
        • ACS Australian ICT Industries Update
        • ABS / DCITA
        • Industry Leadership Group
        • ACS resources
          • John Houghton / Whitehorse
          • Penetration Rate
      • Current services providers (NICTIA members)
    • Effective Market Segmentation
    • Internal Communications
      • Information Age
      • Local newsletter
      • e-newsletters
        • Branches (topic of the weeks)
        • YIT, Overseas and CEO
      • Website
      • Branch events
    • Membership Lifecycle Board 2006/7 ACS Experience Membership Prospecting BDM/PPP Telemarketing Online Membership Retention Welcome Pack Reader Centric Information Age Website (Resources/Contact) Launch CPE Program Digital Library Development Awareness/Segmentation Media Relations Events Policy Promotions Student/Graduate/YIT
    • Membership Lifecycle Board
      • The Board provides the direction on as well as strategic coordination of ACS activities which relate to
      • the formulation and implementation of the Society’s membership lifecycle strategies in order to gain
      • and retain members.
      •  
      • Areas explicitly included within the Board's jurisdiction are:
      • To provide leadership and be responsible for the development of strategies for the growth and development of Membership, and to oversee their implementation
      • To conduct market research into the needs and requirements of the Society, its members and the profession;
      • To develop and provide marketing materials for the Society;
      • To provide membership recruitment plans and strategies in conjunction with Branches and the other Boards;
      • To assist with Branch and other Board’s marketing activities;
      • To provide input into Membership Standards;
      • To be responsible for ACS Prizes and Awards;
      • To be responsible for ACS publications strategies;
      • To be responsible for national internal and external communication strategies;
      • To be responsible for Member Advocacy programs; and
      • To be responsible for the Corporate Recognition Programme (CRP) / Professional Partnership Program.
      •   
      • There is a Standing Working Party on Publications under the Membership Lifecycle Board.
    • Budget and Expenses 1634K 1376K 1614K 1730K Total 44K 37K 20K 50K Others 698K 711K 500K 500K Publications 6K N/A 200K 210K Segmentation 198K 218K 254K 420K Prospecting 47K 71K 190K 200K Retention 641K 338K 450K 350K Market Awareness 2004/5 Actual 2005/6 Actual 2006/7 Budget 2007/8 Budget Building Blocks
    • Sources of Lead and Applicant
      • Percentage* Conversion** Effectiveness***
      • eMarketing # 30% average ↑
      • External Events 12% average ↑
      • ACS Events 12% +ve ↑
      • Advertisements 16% -ve ↓
      • Peer referral 5% +ve ↑
      • Direct Mailing ## 10% average ->
      • Skill Assessment 8% average ->
      • Skill Assessment (free) ^ 2% N/A ↑
      • Others 15% -ve ->
      • # a combination of eMarketing related initiatives
      • ## graduate offers, etc.
      • * Based on past 12 months only (Jan-Dec 2006)
      • ** Average rate of conversion is 10% and target to achieve in 2006/7 is 20%
      • *** Trend is based on cost effectiveness for the ACS
      • ^ Improving in 2007
    • Application Methods
      • Percentage* Trend**
      • Original Forms 30.6% ↓
      • Online 25.2% ↑
      • Web Download 36.1% ->
      • Copy of Forms 8.1% ↓
      • * Based on past 12 months only (Jan-Dec 2006)
      • ** Estimate only
    • Expectation of Professional Body*
      • Gain exposure to industry issues/networking
      • Further professional development & training
      • Status of being a professional
      • Improve employment credential
      • Membership benefits
      • * online benchmarking survey only
    • Key Reasons to Join
      • Belong to industry’s professional body
      • Improve employment credential
      • Gain exposure to industry issues & networking
      • Further professional development & training
      • Membership benefits
    • Key Reasons Not to Join
      • Relevancy to a career
      • Not a prerequisite to work
      • Status – not highly respected
      • Too costly – financial implication
      • Academic qualification requirement
    • Key Reasons to Stay
      • Support to industry’s professional body
      • Gain exposure to industry issues & networking
      • Further professional development & training
      • Membership benefits and rewards
    • Key Reasons Not to Stay*
      • ACS services and benefits
      • Not relevant to work/career
      • Personal reasons (unemployed, retired….)
        • * Pilot Exit Interview (Vic) in Q2, 2005
    • The Plan
      • Work if you believe in it
      • Work if you support it
      • Work as it has a clear KPI and dedicated resources to implement
      • Consistent with Strategic Plan
        • it is achievable and should be implemented
    • How Can YOU help?
      • Feedback
        • Board representative
      • Commitment
        • Moral support
        • Local business plan
        • Implementation
      • Critique
        • “ Nothing is sacred” in running a membership organisation
      Give it a go and Make ACS more relevant