2. Fire Up Your Membership Marketing Plan
Lisa Diener
Director, Marketing
SHRM
Phyllis Shurn-Hannah, SHRM-SCP
Field Services Director

3. 2016 SHRM VOLUNTEER LEADERS’ SUMMIT
4 Ps of Marketing
TARGET MARKET
PRODUCT
- What does the member/customer want
- What features does it need to have?
- How will the customer use it?
- What will it be called?
- How will it be branded?
- How does it differ from competitors?
PRICE
- What is the value of the product or service?
- Are there established price points for similar products?
- How price sensitive are the customers?
- What discounts should be offered?
- How will price compare to competitors?
PLACE
- Where do members look for the product?
- How can they access it?
- What do your competitors do and how can you learn or differentiate from that?
PROMOTION?
- Where and when can you get your marketing messages across to your audience?
- What channels will you use to reach your audience?
- When is the best time to promote?
- How do your competitors promote? Where?
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

4. Components of a Membership Marketing Plan
Vision & Strategic Direction
Objectives
Goals
Tactics
Audience or Focus Segments
Resource Requirements
Tracking & Metrics
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

5. Components of a Membership Marketing Plan
Vision & Strategic Direction
Example:
To be the leading resource for HR professionals in the Washington, D.C., area to network, advocate on behalf of the profession on Capitol Hill, and provide affordable professional development.
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

6. Components of a Membership Marketing Plan
Objectives
Goal #1: Recruit 200 new members in 2017
Tactics
Increase “join now” members at events by 5%
Send monthly to prospective members
Invite at-large members to 6 local events
Test offering incentive for lapsed members to rejoin
Increase open rates to prospective members by 2%
Respond to all membership inquiries within 72 hours
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

7. Components of a Membership Marketing Plan
Audience or Focus Segments
Should tie back to your objectives & should be prioritized
At-large members
Young professionals
Expired members
Small businesses
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

8. Components of a Membership Marketing Plan
Resource Requirements
Budget for mailings – postage, paper / envelopes, printing
Budget for incentives
Volunteer needs for developing content, sending out s, measurement and reporting
Volunteer needs for outreach to key audiences
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

9. Components of a Membership Marketing Plan
Tracking & Metrics
Track actual spend against budget
Track ROI of each initiative
Track effectiveness of each initiative
Reporting mechanism
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

10. Foundations of Membership Marketing
Audience
Frequency of communication
Use of multiple channels
Communication / messaging & testing
Tracking & measurement
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

11. 2016 SHRM VOLUNTEER LEADERS’ SUMMIT
Value Chart Example
FEATURE
BENEFITS
AVOIDANCE
EMOTIONAL DRIVERS
Continuing Education Programs
Keeps you knowledgeable and relevant as a professional
Missing out on essential knowledge for professionals
Gain confidence in your abilities
Certification Programs
Validates your capabilities
Getting passed over for a higher position
Becoming an authority in my field
Members-Only Discounts
Saves you $$$$$$$
Paying too much somewhere else!
Good steward of organization’s money
Newsletter or eNewsletters
Ongoing access to timely information
Wasting time searching for critical information
Allows you more time to spend on the things that really matter
Monthly Magazine/Journal
Covers the hottest topics and trends around <your profession> in your area
Not being on top of major employer concerns
Being on the cutting edge of the profession
Webinars
Convenient learning at your fingertips
Costs of travel, room and board for educational needs
You can become an expert in a specific area
Face-to-face lunches/meetings
Networking with other professionals like you to discuss and solve common problems
Working in isolation on key issues that would benefit from multiple viewpoints
Making professional friendships that last a lifetime
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

12. 2016 SHRM VOLUNTEER LEADERS’ SUMMIT
Recruitment Schedule
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

13. 2016 SHRM VOLUNTEER LEADERS’ SUMMIT
Renewal Schedule
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

14. Mapping out the Tactics
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

15. 2016 SHRM VOLUNTEER LEADERS’ SUMMIT
Engagement Map
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

16. 2016 SHRM VOLUNTEER LEADERS’ SUMMIT
Measuring the Tactics
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

19. Our Panelists
Renee Harris-Etheridge, MBA, MS, CAE Director, Membership Ambulatory Surgery Center Association Melody Jordan-Carr, MS Vice President, Member Relations American Society of Association Executives (ASAE): The Center for Association Leadership Jason Gudenius, CDM, CeM Senior Account Manager Marketing General, Incorporated

20. Thank You!