A discussion about the lapsed member campaign that won back 800 members in 45 days. Walk away with: - A 4-step strategy for creating a lapsed member campaign. - New approaches for crafting purposeful, audience-centric messages. - Tips and tricks for ongoing member engagement with marketing automation.

1. Targeted
Revenue Source
August 23, 2017
Lapsed Member Recruitment
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2. Presented by….
Vivian Swertinski
Strategic Services Manager

3. $64,000 in 45 Days
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4. Agenda
Membership Challenge
4 Step Strategy for Recruiting Lapsed Members
Tips and Tricks for Member Engagement
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5. Membership Challenge
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6. Think through all viable options
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7. Don’t make it up as you go!
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8. Crafting YOUR win back campaign
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9. Step 1: ANALYZE
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10. What happens after they lapse?
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11. What do they have access to?
What do they still need?
What would be different or new?
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12. Top Reasons for Joining
Uphold certification
Online Education
Professional Pride
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13. Main reasons for NOT renewing
Forgot to renew
Not sure of ROI
No longer working
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14. Observations from Step 1
 Keep certification in good standing
 Access to quality online education
 Take pride in the work they do
 No specific pain point – Forgot to renew
 New online education platform
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15. Step 2: TARGET AUDIENCE
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16. Length of time lapsed
Length of relationship
Demographic data
Membership type
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17. Build on insights from steps 1 and 2
 Maintain certification
 Quality online education
 Professional pride
 Forgot to renew - 3 to 6 Months
 New online education platform - 7 to 24 Months
 Updated Website - 7 to 24 Months
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18. Step 3 – CREATE THE CAMPAIGN
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19. Game plan criteria
Want to make an emotional connection
Audience takes center stage
Renewal is not the end goal
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20. Theme #1: Get Back to Class
Membership expired within past 3 to 6 months
Assume they forgot to renew
Two steps away from getting to class
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21. SL: Vivian, 2 Steps and You’re Back!
We’re committed to helping you provide your patients with
excellent care.
It's a top priority for us to support you in being the best
respiratory therapist you can be!
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22. Keeping up-to-date with low-cost educational credits
has never been easier.
Sign up today with just 2 easy steps.
Step 1. Renew your dues
Step 2. Sign up at AARC University
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23. Theme #2: Rediscover AARC
Membership expired within past 7 to 24 months
May have experienced pain points
New online educational platform
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24. SL: Vivian, Rediscover AARC
It’s been awhile since your membership in AARC
lapsed…
We want to help make your life easier and help you be
a better respiratory therapist.
Here are some of the newest ways we’re doing that:
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25. AARC University: We’ve created a new online learning
experience that meets your need for continuing
education.
New Website: It’s easier to navigate and easier to find
what you want – and that’s better time management for
you.
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26. Step 4: Execute the plan
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27. Sample Size Testing
Friendly From
Subject Line
Short and Long Message
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28. 800 Renewed Members in 45 Days
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29. Next Step – Automate the Campaign
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30. Executive Director, AARC
“Get someone new to look at your messaging.
You might be saying things in an old, stale way.
None of us have the time to be manually sending out
emails. It makes perfect sense to automate”
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31. Preventative Care
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32. Traditional Email Marketing
Target
Group StopMailing
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33. Email Marketing Technology Today
Target
Group Mailing
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34. Leverage Web Analytics
Pageviews - visits to individual pages
Page Interactions - filling out forms, downloading content
Online Purchases - ecommerce transactions
Create target groups – combine with data from databases
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35. Event Registration Campaign
Target Audience:
 Visited 5 website pages in one session
 Clicked registration link but didn’t register
Facilitate the decision making process
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36. Need help getting approval?
Let us do the work for you.
Simply download our
customizable
justification letter built to
help you gain approval to
attend the conference.

37. Onboarding Welcome Series
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38. 90 Day Renewal Campaign
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39. Winning Back Lapsed Members
 Analyze – Target – Create – Execute
 Audience centric message
 Think beyond the renewal
 Leverage all your data assets
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40. There’s no smarter solution
Helping you succeed is what we do!
Contact us at experts@informz.com