Keeping Members & Customers Coming Back With Content Marketing by Chris Champion Consultant Chief Executive, IPWEA (www.ipwea.org)

1. MORE
PLEASE!
@mahlabmedia
Keeping members & customers coming back with content marketing
@IPWEA

2. It starts with Kurt

3. then Ray

4. and Megan

5. No.1 for member engagement & overall performance
IPWEA is doing a good job capturing
Kurt, Tim and Megan’s attention

6. and international attention
Hong Kong Police

7. Broader objectives
• Increase non-member awareness globally
• Raise profile as quality, attractive member association
• Promote IPWEA products & services
- technical manuals, publications, workshops & conferences
• Increase member engagement through interaction
• Maintain advertising support

8. Main reason for joining IPWEA
“access information that will assist me to perform my role”

9. 95% of members intend to renew 2013
up from 90% in 2011

10. IPWEA informs, connects, represents &
leads public works professionals

11. Publications
Knowledge
transfer
Subscription
services
Marketing
Business model

12. What can I learn
from a member association?

13. Strategy is key to content marketing

14. IPWEA was 2,200 members
4,000 hits/m and 8,000 prospects
…just 30 months ago

15. Membership has now grown 50%
prospects doubled, hits quadrupled
Monthly visits quadruple from
4,000 to 15,800 hits per month
Website
launched
Communities
(private forums)
launched
New communication launched
(enewsletters, events emails
and magazine)
NZ members start receiving
emails from centralised database
following merger with IPWEA
Visits
20,000
10,000
January 2012 July 2012 January 2013 July 2013 January 2014

16. Revenue growth another strong measure
Revenue Growth 1999-2013

17. We have embraced 3 key drivers
integrated systems
integrated content
innovative teams

18. innovation.systems. content.

19. systems.
Integrated systems
are the
foundation

20. A robust contact
database was the start
systems.

21. Struggled
with events
& financials
integration at
the beginning

22. Launched
new website
Nov 2011

23. Database
sync‟d with
website
profiles
important

24. Private online
communities
a key decision
systems.

25. IPWEA private communities
auto-subscribed all

26. Allowed free web members
all-access

27. Building our communities, not LinkedIn

28. Integrated email
marketing was the
foundation cap
systems.

29. Finally a single database

30. All roads lead to Rome
+ all contacts to one database
Single
database
Become a member
Attend conference
Register for event
Buy publication Sign up for newsletter
Subscribe to services
All Divisions

31. Professional consistent design across all channels

32. content.
Content is what
we are building

33. Started as a
magazine
re-launch
content.

34. Pick-up magazine style
not put-down advertorial tome

35. High visual design a major feature

36. First focus on IPWEA objectives: members

37. Segmented
enewsletters
opened new
opportunities
content.content.

38. Building our position in key markets

39. Forums are monitored for hot topics

40. Opened new digital revenue options

41. User & IPWEA
generated content
is original
content.content.

42. More indexed pages than competitors

43. All roads lead to Rome II
+ all articles lead to website

44. All articles are blogged & tweeted
@IPWEA

45. innovation.
Innovative teams
are driving results

46. New skills from
outsourced content
publishing
innovation.

47. Content is guided by IPWEA business goals
Subscriptions
, $395,730
, 30%
Workshops, $
548,825 , 41%
Publications,
$184,700 , 14%
Conference,
$155,000 , 12%
Net Income Generators by Type
Members / Non-Members

48. Everyone is of the same mindset
(creative; action oriented; passionate)

49. IPWEA Board appreciates
„content‟ over „magazine‟
investment in content
-----------------------------
magazine expense

50. CEO is committed
to technology
as our edge
innovation.

51. Larger orgs would be proud
our integrated platform

52. Digital & mobile the future

53. Branded apps & mobile website ready

54. Innovation & action
creates a real buzz
innovation.

55. Achieving builds real job satisfaction

56. No risk, then no rewards
calculated
<

57. Growth is building small teams for succession

58. How do you deliver for your organisation?
?

59. Strategy is key to content marketing

60. innovation.systems. content.

61. A robust contact
database was the start
Private online
communities a key
decision
Integrated email
marketing was the
foundation cap
systems.

62. Started as a magazine
re-launch
Segmented
eNewsletters opened
new opportunities
User & IPWEA
generated content is
original
content.

63. New skills from
outsourced content
publishing
CEO is committed to
technology as our edge
Innovation & action
creates a real buzz
innovation.

64. Embrace 3 key drivers
to leverage outcomes
integrated systems
integrated content
innovative teams

65. Achieve your goals
and grow your
organisation

66. Deliver to your key audience
& stakeholders

67. What’s in the pipeline?

68. @mahlabmedia @IPWEA
Bobbi Mahlab
Founder & MD, Mahlab Media
bmahlab@mahlabmedia.com.au
www.mahlabmedia.com.au
Chris Champion
Consultant Chief Executive, IPWEA
chris.champion@ipwea.org
www.ipwea.org