Membership Development Overview Region 1 9 March 2013 Adrienne Hahn Membership Marketing & Sales Specialist Member Market Development 732-562-5528 a.hahn@ieee.org

Agenda Region 1-6 – Need for Focus Assigned MD Staff Region 1-6 Staff Strategy 1st Quarter Recruitment Efforts Arrears Recovery Efforts Questions 9/16/2018

Region 1-6 – The Need for Focus IEEE members in the U.S. drive 58% of the total IEEE member dues revenue, while representing 50% of the total member count Market penetration in the US just 7.5% US HG member retention is 85.2% Compared to HG average 73.4% Recruitment is the challenge 9/16/2018

Region 1-6 – The Need for Focus Outside our control: Economic factor Unemployment In our control: Provide relevant career resources Volunteer engagement Effective marketing strategies 9/16/2018

Region 1-6 – The Need for Focus R1 accounts for 26% of total US HG decline, yet represents 17% of total US HG membership. R1 HG recruitment for 2013 is below the average for US HG recruitment. 9/16/2018

Region 1-6 Team Two dedicated staff members in a new position: Member Market Development Specialist Adrienne Hahn (Regions 1,2,4) Lisa Kluberspies (Regions 3,5,6) Goal: Grow US HG membership Double US HG membership recruitment in the next 5 years Currently 8,200 average per year Increase US HG retention, specifically first-year members (and graduate students) 2012: 85.2% (38.8% first-year HG, 74.0% GSM) 9/16/2018

Region 1-6 Strategy List/Lead Development MD Volunteer Support Regional MD Chairs Section MD Officers Region meeting attendance Region webcasts Outreach coordination and collaboration (recruitment, renewal and recovery) First Year Member Experience List/Lead Development E-mail Direct mail Online advertising Social media/viral programs Peer-to-peer referral Events and Conferences Metro Area Workshops Large Society conferences Industry conferences Long term: MCM Collaboration Affinity Marketing Partnerships IEEE Products Non-IEEE Products Joint membership agreements 9/16/2018

1st quarter Recruitment efforts 9/16/2018

Internal Recruitment Campaigns Monthly ~ Emails to IEEE authors, IEEE product purchasers Incomplete applicants Inactive/reinstatement Approximately 600,000 messages sent every month, worldwide 3-4k new members per month 9/16/2018

External Recruitment Campaigns Integrated effort targeting US Higher Grade members with a combination of online advertising and email $25 off through Feb 28th Landing page w/ three separate promotion codes 9/16/2018

External Recruitment Campaigns Advertising Email IEEE Official Site Association of Engineers. Save $25 with Code.  Community of Engineers Keep Up With Industry News and Trends. Save $25 When you Signup Today.  Electronics & Engineering database from UBM Estimated Impressions: 30-50M/Day Target Audience: 125K emails x 2 Target Audience: 104K emails x 2 Audience: 3.3M Join IEEE Today Save $25 When You Join IEEE Association of Professional Engineers.  IEEE Membership Signup Networking, Articles, Newsletters and More! Join Now & Save $25 At Checkout.  Google Targeting Age: 25 - 55+ Geography: North America > United States Estimated Impressions/Day: 30 - 50 Million Topics > Category: Computers & Electronics > Programming, Computers & Electronics > Software, Science > Engineering & Technology, Computers & Electronics > Networking > Networking Equipment, Computers & Electronics > Networking > Network Monitoring & Management, Science > Astronomy, Science > Mathematics, Science > Biological Sciences, Science > Earth Sciences > Geology, Science > Physics, Computers & Electronics > Networking > Data Formats & Protocols, Computers & Electronics > Software > Business & Productivity Software, Business & Industrial > Aerospace & Defense > Space Technology, Computers&Electronics>Programming>C&C++ Programming > & Computers & Electronics > Programming > Java (Programming Language), Computers & Electronics > Programming > Scripting Languages, Computers & Electronics > Programming > Windows & .NET, News > Technology News, Jobs & Education > Jobs > Job Listings > IT & Technical Jobs, Science > Biological Sciences > Genetics, Science > Engineering & Technology > Robotics, Science > Biological Sciences > Neuroscience, Science > Computer Science, Science > Earth Sciences > Atmospheric Science, Computers & Electronics > CAD & CAM Facebook Targeting Age: 25+ Geography: United States Audience: 3,249,860 who like or majored in engineering, technology, biomedical engineering, biological engineering, computer engineering, computer science, software engineering, environmental engineering, electronic engineering or software management LinkedIn Targeting Estimated Target Audience: 2,133,112 Company > Industry Categories: High Tech > Computer & Network Security, High Tech > Defense & Space, High Tech > Computer Hardware , High Tech > Computer Software, High Tech > Computer Networking, High Tech > Telecommunications, High Tech > Information Technology and Services, Medical > Biotechnology Est Target Audience: 2.1M Impressions: 1.25M 9/16/2018

External Campaigns - Results by Region Total New HG Members R1 16 R2 11 R3 12 R4 17 R5 14 R6 35 Grand Total 105 Count by Region Total from EM 79 R1 14 R2 9 R3 7 R4 13 R5 8 R6 28 Total from Advertising 26 2 5 4 6 Grand Total 105 9/16/2018

recovery Efforts 9/16/2018

Pre-Deactivation Outreaches Before deactivation occurs 7 emails between October – February (targeted by grade) 2 paper invoices October 1 January 1 1 paper reminder postcard November 22 9/16/2018

Post-Deactivation Recovery Outreaches Section outreaches to those in arrears Recovery communications timeline 9/16/2018

Section Outreaches Designated staff is partnering with Section Chairs and MD Chairs to develop a message to those higher grade members in Arrears for 2013 Message will include 3 activities or value statements, unique to the particular section, in order to reinforce the value of IEEE membership Delivered through eNotice, it will compliment the several staff/IEEE initiated arrears campaigns GOAL = increase 2013 renewals 9/16/2018

Arrears Recovery Timeline IEEEService Arrears Campaign - EM IEEEService Arrears Campaign - EM Renewal Reminder - DM IEEEService Arrears Campaign - EM IEEEService Arrears Campaign - EM Mar 4 Mar 5 Mar 13 Mar 15 Mar 19 Mar 31 Apr 1 Apr 2 Apr 8-19 Apr 23 May 14 Jun 4 Jun 25 Initial deadline for section content Inform Region Director and MD Chair to gain support Follow up w/ Sections who haven’t responded Create section letters and queue up in eNotice Section Arrears Letter thru eNotice IEEE Staff requests input for Section messages

Questions? How can we partner? What’s working well? What’s not? Recommended recruitment strategies? 9/16/2018

Contacts Elyn Perez, Senior Manager elyn.perez@ieee.org 732-562-5392 Adrienne Hahn (Regions 1,2, and 4) a.hahn@ieee.org 732-562-5528 Lisa Kluberspies (Regions 3,5, and 6) l.kluberspies@ieee.org 732-562-6823 9/16/2018