Marketing for Clubs

Jill Agruss Breckenridge ’65

What is Marketing?

• Data on your market (potential club members) and on your competition (other alumnae clubs and social groups in the area)

• Clear definition of services• Communications & public relations• Strategic planning

Do Market Research

• What are the demographics of your members?• What are the needs and interests of your

members? What type of club events would best meet the needs

of this group? • Social, educational, cultural, literary (book

group), athletic, online, a combination?

• What type of club organization best serves your members? Formal club, informal club, or nested club? Dues or pay-as-you go?

Do Market Research

• Conduct a survey Create a general survey using the “Survey

Monkey” tool through the Alumnae Association.

Survey targeted member segments. Conduct local, informal queries via phone

or email. Open board meetings to overall

membership.

Check the Competition• Which social groups or commitments

compete for club members’ time? Other alumnae clubs, including Ivy League

clubs Community organizations – church, PTA,

service Career, family, and friends

• What does your club offer that differentiates you from your competitors? What makes you special? Why?

• Can a competitor become a partner? Can you plan joint events with local

alumnae clubs of the other Seven-Siblings?

Define Where You Fit

• Clarify and articulate the mission of your club. Is it: Social, educational, community-oriented? A virtual club? Growth- or maintenance-focused?

• Define the services and events offered. To fulfill the mission of the club. To fulfill unmet needs of your members.

Energize Your Members

• Get the word out about the club and its activities. Methods available: AA-hosted or independent Club Web site Newsletter – 1 per year via AA (no charge) Phone calls and personal visits E-mails/E-blasts/E-vites Club blog – independent or on AA Website

Remember: consumer awareness requires 7 ads

Energize Your Members

• Keep messages short, concise, to-the-point. Members respond to “what’s in it for me.”

Make it clear what the benefit is. Email reminders after first invitation are

helpful.

• Always be willing to ask for feedback.• Remember to send “thank you” and

“glad to see you” messages.

Achieve Your Goals Through Planning• Build a two-year plan for your club:

Growth• Choose a target segment (focus on an

easy-to-reach group first).• Plan activities to attract that segment.

Remember interests, benefits, and competition.

Maintenance• Fulfill the changing needs of current

members. Plan standard yearly activities Plan new activities as needed

Virtual club

Write It Down!

• Unwritten goals are seldom achieved.• Review ALL marketing data and

information about competition at least once per year.

• Don’t be afraid to try new things, exercise your creativity, and solicit new ideas!