Member and non-member engagement and business growth can be enhanced through effective use of technology. IPWEA has increased membership by 50% (now 100%), doubled prospects and quadrupled hits on its website over the 3 years. They are experienced long-term revenue growth. Their contact database (members and non-members) was growing in excess of 25% pa. This presentation describes 3 essential strategies for growth and engagement through effective use of technology, online communities and integrated content marketing & communications. Includes practical tips and lessons learnt to guide implementation of your strategies @ASAE Great Ideas Asia Pacific Conference, Hong Kong, 23 March, 2015 ...IPWEA's latest development is MOOC-like delivery of online interactive professional development. See https://www.slideshare.net/ChrisChampion1/international-standing-through-online-delivery-of-training-3-essential-elements-for-elearning-success.

1. Technology Platforms as
Drivers for Growth and
Engagement
Monday, March 23 ; 10:45am – 12 noon
Chris Champion

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. 92% of members intend to renew 2015
up from 88% in 2010

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

11. Publications
Knowledge
transfer
Subscription
services
Non-Revenue
Services
Business model

12. What can I learn from IPWEA?

13. Strategy is key to (content) marketing

14. IPWEA was 2,200 members
4,000 hits/m and 8,000 prospects
…just 3 years ago

15. IPWEA was 2,200 members
4,000 hits/m and 8,000 prospects
…just 3 years later
IPWEA now 3,700 members
21,000 hits/m and 18,000 prospects

16. Membership has now grown 68%
prospects 126% & hits five times
Monthly visits 5x increase from
4,000 to 21,000+ hits per month
Website
launched
Communities
(private forums)
launched
New communication launched
(eNewsletters, events emails
and magazine)
NZ members start receiving
emails from centralized database
following merger with IPWEA
Visits
5

17. 0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Revenue Growth 1999-2014
Total Revenue
Revenue growth another strong measure
Revenue Growth 1999-2014

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

19. innovation.systems. content.

20. systems.
Integrated systems
are the
foundation

21. A robust contact
database was the start
systems.

22. Firstly set out
to integrate
events regn &
financials

23. Launched
new website
Nov 2011

24. Launched
new website
Nov 2011
Refreshed
July 2014

25. Database
sync’d with
website
profiles
important

26. Private online
communities
a key decision
systems.

27. IPWEA private communities
auto-subscribed all

28. Allowed free web members
all-access

29. Building our communities, not LinkedIn

30. Integrated email
marketing was the
foundation cap
systems.

31. Finally a single database

32. 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

33. Professional consistent design across all channels

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

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

36. content.
Content is what
we are building

37. Started as a
magazine
re-launch
content.

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

39. High visual design a major feature

40. First focus on IPWEA objectives: members

41. Segmented
e-newsletters
opened new
opportunities
content.content.

42. Building our position in key markets

43. Forums are monitored for hot topics

44. Opened new digital revenue options

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

46. More indexed pages, better ranking

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

48. All articles are blogged & tweeted
@IPWEA

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

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

51. innovation.
Innovative teams
are driving results

52. New skills from
outsourced content
publishing
innovation.

53. 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

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

55. IPWEA Board appreciates
‘content’ over ‘magazine’
investment in content
-----------------------------
magazine expense

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

57. Larger orgs would be proud
our integrated platform

58. Digital & mobile the future

59. Branded apps & mobile website ready

60. Innovation & action
creates a real buzz
innovation.

61. Achieving builds real job satisfaction

62. No risk, then no rewards
calculated
<

63. Growth is building small teams for succession

64. How do you deliver for your organisation?
?

65. Strategy is key to (content) marketing

66. innovation.systems. content.

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

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

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

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

71. Achieve your goals
and grow your
organisation

72. Deliver to your key audience
& stakeholders

73. What’s in the pipeline?

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

75. 4. Personalized direct marketing
• Growing our LinkedIn Group
– 600 > 1,300 over 4 months
• Opening the funnel to expand our reach
• Segmenting & personalizing
– simple messages

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

77. Technology Platforms as Drivers for
Growth and Engagement
Monday, March 23 ; 10:45am – 12 noon
Chris Champion

78. Contact Us
Chris Champion
Chief Executive Officer
Institute of Public Work Engineering Australasia
Australia
chris.champion@ipwea.org