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General Business


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General Business

  1. 1. Oct 2007 Meeting Membership Lifecycle Board Reference Material
  2. 2. Value Proposition <ul><li>ACS Market Blueprint </li></ul><ul><li>ACS Value Proposition (Age Group) </li></ul><ul><li>Internal Communications Plan </li></ul><ul><ul><li>Information Age (ACS page) </li></ul></ul><ul><ul><li>Website (News Section) </li></ul></ul><ul><ul><li>Topic of the Week (Branch eNews) </li></ul></ul>
  3. 3. Professional Membership Application Form
  4. 4. Student Application Form
  5. 5. Graduate Application Form
  6. 6. Membership Benefits Professional Development Professional Recognition Networking Career Support Rewards ACS Membership
  7. 7. Marketing (CRM) Database <ul><li>External database : Fairfax </li></ul><ul><li>Internal database </li></ul><ul><ul><li>Prospecting </li></ul></ul><ul><ul><li>PPP </li></ul></ul><ul><ul><li>Event Participants </li></ul></ul>
  8. 8. Marketing Database (Prospecting)
  9. 9. Marketing Database (PPP)
  10. 10. Effective Market Segmentation <ul><li>Statistics </li></ul><ul><ul><li>ACS Australian ICT Industries Update </li></ul></ul><ul><ul><li>ABS / DCITA </li></ul></ul><ul><ul><li>Industry Leadership Group </li></ul></ul><ul><ul><li>ACS resources </li></ul></ul><ul><ul><ul><li>John Houghton / Whitehorse </li></ul></ul></ul><ul><ul><ul><li>Penetration Rate </li></ul></ul></ul><ul><li>Current services providers (NICTIA members) </li></ul>
  11. 11. Effective Market Segmentation
  12. 12. Internal Communications <ul><li>Information Age </li></ul><ul><li>Local newsletter </li></ul><ul><li>e-newsletters </li></ul><ul><ul><li>Branches (topic of the weeks) </li></ul></ul><ul><ul><li>YIT, Overseas and CEO </li></ul></ul><ul><li>Website </li></ul><ul><li>Branch events </li></ul>
  13. 13. 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
  14. 14. Membership Lifecycle Board <ul><li>The Board provides the direction on as well as strategic coordination of ACS activities which relate to </li></ul><ul><li>the formulation and implementation of the Society’s membership lifecycle strategies in order to gain </li></ul><ul><li>and retain members. </li></ul><ul><li>  </li></ul><ul><li>Areas explicitly included within the Board's jurisdiction are: </li></ul><ul><li>To provide leadership and be responsible for the development of strategies for the growth and development of Membership, and to oversee their implementation </li></ul><ul><li>To conduct market research into the needs and requirements of the Society, its members and the profession; </li></ul><ul><li>To develop and provide marketing materials for the Society; </li></ul><ul><li>To provide membership recruitment plans and strategies in conjunction with Branches and the other Boards; </li></ul><ul><li>To assist with Branch and other Board’s marketing activities; </li></ul><ul><li>To provide input into Membership Standards; </li></ul><ul><li>To be responsible for ACS Prizes and Awards; </li></ul><ul><li>To be responsible for ACS publications strategies; </li></ul><ul><li>To be responsible for national internal and external communication strategies; </li></ul><ul><li>To be responsible for Member Advocacy programs; and </li></ul><ul><li>To be responsible for the Corporate Recognition Programme (CRP) / Professional Partnership Program. </li></ul><ul><li>   </li></ul><ul><li>There is a Standing Working Party on Publications under the Membership Lifecycle Board. </li></ul>
  15. 15. 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
  16. 16. Sources of Lead and Applicant <ul><li>Percentage* Conversion** Effectiveness*** </li></ul><ul><li>eMarketing # 30% average ↑ </li></ul><ul><li>External Events 12% average ↑ </li></ul><ul><li>ACS Events 12% +ve ↑ </li></ul><ul><li>Advertisements 16% -ve ↓ </li></ul><ul><li>Peer referral 5% +ve ↑ </li></ul><ul><li>Direct Mailing ## 10% average -> </li></ul><ul><li>Skill Assessment 8% average -> </li></ul><ul><li>Skill Assessment (free) ^ 2% N/A ↑ </li></ul><ul><li>Others 15% -ve -> </li></ul><ul><li># a combination of eMarketing related initiatives </li></ul><ul><li>## graduate offers, etc. </li></ul><ul><li>* Based on past 12 months only (Jan-Dec 2006) </li></ul><ul><li>** Average rate of conversion is 10% and target to achieve in 2006/7 is 20% </li></ul><ul><li>*** Trend is based on cost effectiveness for the ACS </li></ul><ul><li>^ Improving in 2007 </li></ul>
  17. 17. Application Methods <ul><li>Percentage* Trend** </li></ul><ul><li>Original Forms 30.6% ↓ </li></ul><ul><li>Online 25.2% ↑ </li></ul><ul><li>Web Download 36.1% -> </li></ul><ul><li>Copy of Forms 8.1% ↓ </li></ul><ul><li>* Based on past 12 months only (Jan-Dec 2006) </li></ul><ul><li>** Estimate only </li></ul>
  18. 18. Expectation of Professional Body* <ul><li>Gain exposure to industry issues/networking </li></ul><ul><li>Further professional development & training </li></ul><ul><li>Status of being a professional </li></ul><ul><li>Improve employment credential </li></ul><ul><li>Membership benefits </li></ul><ul><li>* online benchmarking survey only </li></ul>
  19. 19. Key Reasons to Join <ul><li>Belong to industry’s professional body </li></ul><ul><li>Improve employment credential </li></ul><ul><li>Gain exposure to industry issues & networking </li></ul><ul><li>Further professional development & training </li></ul><ul><li>Membership benefits </li></ul>
  20. 20. Key Reasons Not to Join <ul><li>Relevancy to a career </li></ul><ul><li>Not a prerequisite to work </li></ul><ul><li>Status – not highly respected </li></ul><ul><li>Too costly – financial implication </li></ul><ul><li>Academic qualification requirement </li></ul>
  21. 21. Key Reasons to Stay <ul><li>Support to industry’s professional body </li></ul><ul><li>Gain exposure to industry issues & networking </li></ul><ul><li>Further professional development & training </li></ul><ul><li>Membership benefits and rewards </li></ul>
  22. 22. Key Reasons Not to Stay* <ul><li>ACS services and benefits </li></ul><ul><li>Not relevant to work/career </li></ul><ul><li>Personal reasons (unemployed, retired….) </li></ul><ul><ul><li>* Pilot Exit Interview (Vic) in Q2, 2005 </li></ul></ul>
  23. 23. The Plan <ul><li>Work if you believe in it </li></ul><ul><li>Work if you support it </li></ul><ul><li>Work as it has a clear KPI and dedicated resources to implement </li></ul><ul><li>Consistent with Strategic Plan </li></ul><ul><ul><li>it is achievable and should be implemented </li></ul></ul>
  24. 24. How Can YOU help? <ul><li>Feedback </li></ul><ul><ul><li>Board representative </li></ul></ul><ul><li>Commitment </li></ul><ul><ul><li>Moral support </li></ul></ul><ul><ul><li>Local business plan </li></ul></ul><ul><ul><li>Implementation </li></ul></ul><ul><li>Critique </li></ul><ul><ul><li>“ Nothing is sacred” in running a membership organisation </li></ul></ul>Give it a go and Make ACS more relevant