Membership Promotion Lee Stogner IEEE Membership Development Committee [email_address] John Day IEEE Membership Development Staff [email_address] Qiana Harder IEEE Membership Development Staff [email_address] www.ieee.org/md IEEE-USA Annual Meeting September 1, 2007 Phoenix, AR
Market(s) Membership(s) programs benefits marketing / renewal programs benefits Market researched benefits and programs increases likelihood of recruitment Making Membership Growth a Business Process… The Sales Team Benefit / program utilization increases likelihood of renewal marketing utilization recruitment / sales marketing
Benefits of Membership primer – Primary objective is benefit education, to jump-start utilization. Mailed to all members, with membership card, upon joining IEEE
Membership Brochure – Primary objective is sales-support for grassroots recruitment efforts, and marketing at conferences. Included in worldwide shipment of membership development kits, and available on-demand throughout year
Membership Collateral —Increased value emphasis, member testimonials, visual introduction to benefits … * Can be re-purposed as a sales-support tool 2008 Tactical Upgrades
Advertising – Paid public and impersonal communication utilizing the mass media. Intent is to educate, convince, remind.
Sales promotion – Consists of various types of incentives, including discounts, rebates, contests, etc. Intent is to produce a positive response from consumers. Can be combined with other promotional activities.
Direct marketing – Business to consumer communications that could include direct mail, telemarketing, and/or e-marketing. Intent to solicit a direct consumer response.
Personal selling – Developing personal, long-term, one-on-one relationships, dependent upon an organizational sales force. Intent is to close the deal.
Quick review – Standard promotion mix / definitions …
RETENTION ADVERTISING – increased focus to retention-oriented message, placement in IEEE publications …
Retention value, post student experience
Spectrum, Potentials, The Institute
Society flagship pubs (Computer, Communications, and Power Engineering Societies)
RETENTION Getting the most out of membership - …… . ……. ….. ….. ..… ….. … ……. …… . ……. ….. ….. ..… ….. … ……. ADVERTISING – Monthly benefit alert …
Objective: Increase benefit awareness and utilization with existing members