August 25, 2014 August 2009 Jam Session Membership Department 1.
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Transcript of August 25, 2014 August 2009 Jam Session Membership Department 1.
April 11, 2023
August 2009 Jam SessionMembership Department
1
AAA Membership AAA Membership Marketing Plan Marketing Plan
2009-20102009-2010
Richard ThomasSheron DavisSean Kois
April 11, 2023
• Membership is everyone’s responsibility!
• What is the AAA Value Proposition?
• What are the components of an effective marketing plan?
• How can you take advantage of the new membership marketing plan?
Articulating a Unique Articulating a Unique Value Value PropositionProposition
● Your Value Proposition should not be “what you sell” but the value of products and services you provide to members.
● Reject messages that begin with “we” or “our” (Corporate-centric).
● Map services more tightly to the needs of members, not the Association.
*Thanks to Liam Lahey, writing in Connect IT
3August 2009 Jam Session • Membership Department • April 11, 2023
Our Our Value PropositionValue Proposition
● AAA members receive efficient recognition of their dues payments so that they can gain timely access to AnthroSource and receive all of their promised journals.
● AAA members receive fast and efficient response to their profile changes so that emails and surface mailings go to the correct place.
● AAA members get seamless access to the AAA meetings’ registration and abstract submission.
4August 2009 Jam Session • Membership Department • April 11, 2023
What is your Value Proposition?
AAA Value by Member SegmentAAA Value by Member Segment
5
Member Type
AnthroSource
AA AN Present Paper @ Meeting
Network @
Meeting
Business Meetings
Job Interview
s
Online Member
Database
Undergrad (>25)
Grads & First Year Member(24-34)
Early Career Member(35-44)
Mid Career Member(45-54)
Late Career Member (55-64)
Retired (65+)
*Zarca Survey 2005
*
August 2009 Jam Session • Membership Department • April 11, 2023
Potential New Member Services
6
Member Type
Online Meetings
Online Discussion
Boards
Online Exhibit Hall
Sylabi Other Other
Undergrad (>25)
Grads & First Year Member(24-34)
Early Career Member(35-44)
Mid Career Member(45-54)
Late Career Member (55-64)
Retired (65+)
*
*Zarca Survey 2005August 2009 Jam Session • Membership Department • April 11, 2023
?
??
?
?
What Members ValueWhat Members Value
● We’ve shown what members value, now…— What does your department offer?
— Where can we improve?
What is your Value Proposition?
7August 2009 Jam Session • Membership Department • April 11, 2023
Key Components to Successful Key Components to Successful MarketingMarketing
8
● Consistent Visual & Message Identity
● Multiple and varied “touches”— Surface mailings
— Web and E-mail
— Live interaction (phoning)
● Personalization
August 2009 Jam Session • Membership Department • April 11, 2023
Consistent Visual and Message Consistent Visual and Message IdentityIdentity
9August 2009 Jam Session • Membership Department • April 11, 2023
● AAA commissioned a professional design group to develop a Visual Continuity Guide. — Located in the S:\All Access
(Branding)
Please refer to the Visual Continuity Guide when conducting any promotion to the membership or the public!
Multiple and Varied ContactsMultiple and Varied Contacts
● Surface Mailings
● Broadcast E-Mails
●
● Telephone contact
10August 2009 Jam Session • Membership Department • April 11, 2023
(Recruitment)
August 2009 Jam Session • Membership Department • April 11, 2023 11
● Monthly e-mail reminders, beginning 90 days prior.— Used in conjunction with
paper reminders.
● Failed attempts invoke telemarketing.
Multiple and Varied ContactsMultiple and Varied Contacts(Renewals)
August 2009 Jam Session • Membership Department • April 11, 2023 12
● Welcome Brochure goes to new members. Includes information
about benefits and opportunities.
● Updated membership card and receipt goes to new and renewing members.
Multiple and Varied ContactsMultiple and Varied Contacts(Acknowledgments)
August 2009 Jam Session • Membership Department • April 11, 2023 13
Coming Soon!Coming Soon!
o Uses the member’s name in the URL.
o Sends member to a website preloaded with information based on his/her profile.
o Has “testimonial” videos of VIPs in the industry about the value of the association ands its meeting.
o Show travel plans and options from the member’s physical location to the meeting site.
The Personalized URL or PURL!http://www.myassociaion.org/My.Name
What are today’s “take aways”?What are today’s “take aways”?
● Membership is everyone’s responsibility!● Always consider your addition to the AAA Value
Proposition.● Remember the components of an effective marketing
plan.● Think of ways to take advantage of the new
membership marketing plan.
August 2009 Jam Session • Membership Department • April 11, 2023 14
fin
executive producer: richard thomasunit production manager: sheron davisdirector: sean kois