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I T ’ S A S E ASY AS ABC: P ROMOTING IREM ® ED Lynn Disbrow, CAE Vice President, Membership &...
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Transcript of I T ’ S A S E ASY AS ABC: P ROMOTING IREM ® ED Lynn Disbrow, CAE Vice President, Membership &...
IT’S AS EASY AS ABC:IT’S AS EASY AS ABC:PROMOTING IREMPROMOTING IREM®® ED ED
Lynn Disbrow, CAEVice President, Membership & Marketing
Matthew LeshMarketing Manager
Today’s Session
• Share best practices – the do's and don'ts of marketing IREM®® ED
• Share strategies to promote IREM®® education and increase course attendance
• Develop a plan to promote courses in 2012 • Share ideas
As easy as A B C• Awareness
– Those who know us– New markets/new prospects
• Branding– Consistent Messaging– Look & Feel
• Commitment– Plan and execute– Result in new customers and repeat customers
Why is it important to growour students?
More Students = More Members
Best Practices
Best Practices: E-mailThe Do’s
• Use IREM®® ED design guidelines• Target the message• Use course descriptions• Create a schedule• Cross-promote• Create a call to action• Be bold
Best Practices: E-mailThe Don’ts
• Be too wordy• Hide the message• Send to people for whom the message is
irrelevant
Best Practices: E-mailThe Art of Writing Subject Lines
• Always be concise – 35 characters or less• Be clear but attention-grabbing – recipients
should know what the e-mail is about and want to read it
• Avoid words that set off SPAM alarms – free, act now, offer*
•Source: "The Seven Dirty Words you can't say in subject lines; plus 100 others you shouldn't use either."
Best Practices: E-mailTesting and Tracking
• Test subject lines• Test days and times, and “from” • Record results and learn from your efforts
Best Practices: E-mailTips and Tricks
• Fewer words and more links receive better open rates and fewer unsubscribes*
• Careful use of graphics – mobile users will have problems reading e-mails^
*Source: HubSpot^Source: Informz
Best Practices: E-mailDid You Know?
• Smaller target groups outperform (under 50 average 60% open rate)
• 61% read on desktops• Web and mobile device usage increasing• Mobile readership more than doubled in
2010, from 6% to 13%
*Source: Informz
Best Practices: PrintThe Do’s
• Use IREM®® ED Design Guidelines• Use IREM®® ED logo, fonts, and styles
consistently• Use full chapter logo• Include dates, location, web address and
phone • Include a call to action - create a sense of
urgency• Use IREM® trademarks correctly
Best Practices: PrintThe Do’s
• Balance content vs. design• Maintain a professional appearance• Stock photos and images
– www.istockphoto.com• Use white space
Best Practices: PrintThe Don’ts
• Use meaningless graphics• Overuse “cute” clip-art, if at all• Mix your messages – be consistent• Use lofty, trite, or “cutesy” themes• Use insensitive or inappropriate design or
content
Chapter Samples
IREM®® Georgia Chapter No. 67
IREM®® Houston Chapter No. 28
IREM®® Michigan Chapter No. 5
IREM®® Minnesota Chapter No. 45
Practicing Leadership
Your upcoming course has low enrollment. The course dates are fast approaching. What’s your promotion strategy?
2 Minutes Left!
The MarketProspecting
The MarketRed = Rank of IREM®® Members
Blue = Property Managers from U.S. Census
The Market: Prospecting
• 499,025* property managers who are not IREM® ® Members
• Without prospecting, there is no marketing• Prospects become students, students
become members• Existing customers vs. new customers
* Source: U.S. Census Bureau
The Market: Prospecting
• Swap lists with other associations and organizations
• Hold joint events with other organizations• Attend trade shows and acquire lists• Data-mining – comb the web for contact
information• Member referrals – word of mouth• Solicit prospects via your website• ODIE visits
Branding: Messaging
IREM® ED is . . .
A professional development program to maximize your potential and the value of the real estate assets you manage
Branding: Messaging
• New customer vs. existing customer - customize
• Your Choice. Your Pace. Your Program.• Your Career Partner.• It’s all about you – your professional
development, your business, your success.• Up-to-date, leading-edge information.• Solutions you can use in your business
tomorrow.
Branding: Messaging
• A diverse learning environment.• Heighten your abilities and maximize the
value of the assets you manage.• Enables real estate managers of all levels of
experience to reach their potential and maximize their earnings.
• Subject matter that matters to you and your business.
• Course descriptions and benefits.
The Right Marketing Mix
• Don’t rely exclusively on e-mail marketing – avoid “E-mail Exhaustion”
• A mix of print, e-mail and phone calls is ideal• Develop a budget for marketing expenses• Multiple touches increases likelihood of
action
The Right Marketing Mix
Practicing Leadership
A nearby chapter is holding the same course your chapter is holding, at a similar time. What changes in your marketing strategy?
2 Minutes Left!
2012 Headquarters Promotions
• Monthly targeted e-mails (members & non-member)
• Annual Education Catalog mailing• Direct mail to targeted markets• Customer relations outreach• Phone calls to targeted markets• Content marketing campaigns• Prospecting• Advertisements
Chapter Resources for IREM®® ED Marketing
A version for every track and every individual course
Second page is a registration form
Recruitment Promos
Education Promos
•IAE login only•Excel Report•Members & non-members•Contact information•Which CPM®® courses completed
Online request for lists
Online request for brochures, catalogs, and applications
Chapter Resources
• $50 chapter rebate for online and self-paced registrations with chapter referral– $20,750 in 2010 (415 referrals)– $7,150 in 2011 thru July (143 referrals)– Promote all course delivery formats
• Coming in early 2012– Hot prospect lists
50.00
Commitment:Course Marketing Timeline
• Dedicate the right resources• Plan and execute• Start promotion as soon as your course is
scheduled:– Review your Student/Candidate Course Reports for
targeted promotions – Craft a targeted message for your audience with a call
to action and a sense of urgency, i.e., Register today! – Add your course schedule to your chapter website
Commitment:Course Marketing Timeline
• Four months out:– build awareness with flyers, e-mails, and advertising
• Three months out:– contact local employers, place phone calls, utilize
your newsletter
• One month out:– notify the media of your course
Commitment:The Full Customer Experience
• Happy customers become repeat customers and word-of-mouth ambassadors
• Marketing doesn’t end when the course begins
• Cross-promote other courses and membership on-site (use powerpoint)
• Every touch matters – from confirmation letters to returned messages to on-site
As Easy as A B C• Awareness
– Those who know us– New markets/new prospects
• Branding– Consistent Messaging– Look & Feel
• Commitment– Plan and execute– Result in new customers repeat customers
As Easy as A B C
• Always
• Be
• Closing
2012 Course ScheduleComing November 1
visit www.irem.org
Lynn Disbrow: [email protected] 800-837-0706 ext. 6009
Matthew Lesh: [email protected] 800-837-0706 ext. 6064