The Changing Chapter Member - Who They Are. What They Want. How To Get Them….and Keep Them!

The Changing Chapter Member - Who They Are. What They Want. How To Get Them….and Keep Them! It All Starts With a Strategic Communications Plan… Member Experience. Activated. CMAA LLC 2012

Member Experience. Activated. ABOUT ME: STEPHEN READY President & CEO, VCT Stephen Ready is President and CEO of VCT (www.ExperienceVCT.com), the leading Member Experience partner to distinguished private clubs nationwide. Stephen speaks about the future of the private club industry extensively, and provides insight, vision and best practices for long-term Member Experience Management to audiences around the world. For the past 12 years, he has helped empower VCT’s private club clients to develop and manage more personalized communications, services and benefits that continually enhance the Member Experience—for this generation and the next.

The shift in needs and expectations of today’s Chapter Members The ways in which technology is changing how we engage Chapter Members How these changes will influence the future of Chapters and their ongoing success How Chapter leaders can adapt to meet the changing preferences of current and future Members Creating a personalized Chapter Experience that delivers additional value…for this generation and the next Member Experience. Activated. Today’s discussion will cover…

Member Experience. Activated. • The Changing Chapter Member in Review • Profiling the Future Chapter Member • Strategic Planning Your Way To Success • Executing Against Your Strategic Communications Plan • The Future Member Experience, Enhanced • Wrap Up Outline of presentation…

Member Experience. Activated. ABOUT VCT: OUR MISSION • VCT’s mission is to empower Club and Chapter leadership to develop and manage more personalized communications, services and benefits that continually enhance the Member Experience - for this generation and the next.

Member Experience. Activated. ABOUT VCT: 360⁰ Insight Approach • Club/Chapter Immersion • Value Assessment • Communications Exchange • Analyze, Activate, Adapt

Member Experience. Activated. TODAY’S COMMUNICATION CHALLENGES Communications ARE the Lifeblood of Your Chapter… Have you checked your pulse lately?

Member Experience. Activated. THE MEMBER EXPERIENCE: FINDING THAT SWEET SPOT

Member Experience. Activated. THE CHANGING CHAPTER MEMBER

Member Experience. Activated. UNDERSTANDING TODAY’S CHAPTER MEMBERS: CHANGING PROFILES Not just a Club Member issue…don’t forget about Club Management!

Member Experience. Activated. UNDERSTANDING TODAY’S CHAPTER MEMBERS: TIME CONSTRAINTS • Increased demands in the workplace…challenges at the office keeping Members from engagement with the Chapter • Growing, busy families leading to an increased amount of activities outside of their job • ROI questioning due to economic challenges – difficulty justifying the expense of Chapter Membership and required travel for education/networking

Member Experience. Activated. UNDERSTANDING TODAY’S CHAPTER MEMBERS: FINANCIAL CONSTRAINTS • Individuals in general are more conscious about how their money is being spent • Consumers in general are more willing to look for deals and opportunities to save money - is your Chapter taking this into consideration? • Concurrently, corporatesupportfor Chapters has decreased - is your Chapter finding innovative ways to increase Member participation and growth?

Member Experience. Activated. UNDERSTANDING TODAY’S CHAPTER MEMBERS: SHIFT IN PREFERENCES

Member Experience. Activated. WHAT THIS MEANS FOR CHAPTERS: The Future CHAPTER Member Profile • Club leaders that have “grown up” in the industry connected, content-centric, computerized, community–oriented, and always clicking • Progressive…looking to learn more, do more, be more…and want it on demand, personalized and rewarding • Due to rise in digital consumption – Chapter value proposition will be assessed (and “extracted”) online in addition to offline • Viral marketing and positive “peer” reviews will define brand value

Member Experience. Activated. WHAT THIS MEANS FOR CHAPTERS: A NEW social creature emerges • “The average person in 2020 will live within a web of 200-300 contacts, maintained through a variety of channels” – what does this mean for a Chapter? • The need for physical proximity will be reduced through increased digital interaction – what does this mean for Chapter conferences and events? • However, Members will desire more personal connection and will value their personal time more than ever before • Personal and business activities will mingle...this is a good thing for Chapters! • Chapters must find balance between being “present” in the digital world and being a private oasis in the physical sense *Source: How to Prepare for the Connected Generation’s Transformation of the Consumer and Business Landscape, Tomorrow Today Blog, February 25, 2012.

Member Experience. Activated. UNDERSTANDING TODAY’S CHAPTERS: RESOURCE LIMITATIONS • Increased competition for the time and money of your Chapter members has not been met with increased resources at the Chapter – thus the “battle” for mindshare and wallet share is being lost • The “clubbyness” of the Chapter still exists, however, unlike in the past it can no longer solely sustain the Chapter and grow its Membership • Chapters are in need of a “marketing mindset” and a dedicated effort to communicate effectively…

Member Experience. Activated. STRATEGIC MEMBER EXPERIENCE & COMMUNICATIONS PLANNING

Member Experience. Activated. THE STRATEGIC COMMUNICATIONS PLAN –THE NEXT STEP • Chapters need to act more like Clubs… • What separates you and your fellow Chapter Members from the Members of your Clubs? • Haven’t your needs and preference also evolved? • Aren’t you deserving of an enriching, personalized Member experience?

Member Experience. Activated. STRATEGIC PLANNING: planning AND aDAPTING TO CHANGE

Member Experience. Activated. STRATEGIC COMMUNICATIONS PLANNING: A NEW WAY OF THINKING: “Communication as a Service” Reliability Convenience Value Education/Entertainment

Member Experience. Activated. STRATEGIC COMMUNICATIONS PLANNING: The HIGH-LEVEL PROCESS

Member Experience. Activated. STRATEGIC COMMUNICATIONS PLANNING: DEFINING Success factors • The communications vision is aligned with the Chapter’s overall mission. • Goals and objectives are well defined, measurable, and help guide a defined series of action plans. • Audiences are specific and targeted. • Messages are specific, clear, persuasive, and reflect audience values; reinforce Chapter mission and values; and include specific calls to action to encourage activation. • Messages are consistent in the frequency of their delivery and branding, and are attractive and accessible in varied formats for maximum exposure. • Target audiences perceive messengers as credible. • Tools to deliver messages are chosen for their access, availability, and convenience to target audiences. • Activities and outcomes are regularly monitored and evaluated for purposes of accountability and continuous improvement. • Management understands and supports communications as an integral part of Chapter viability and success. • Sufficient resources are dedicated to managing and improving communications practices.

Member Experience. Activated. STRATEGIC COMMUNICATIONS PLANNING: Evaluating Your Touchpoints • MOBILE • SOCIAL MEDIA • PRINT • EMAIL • WEBSITE • More timely Communication • Preference based • Transactional • Convenient • Initiates networking in a “virtual chapter environment” • Additional access point for delivering valuable content • Access point to deliver relevant information in a less invasive atmosphere • Mailed Newsletter: Still an option? • Provide the choice? • Unique/tactile reading experience • More costly to produce • Impact on environment • Eliminates the “need factor”/builds relationships • “Newsworthy” content/timely • Creates convenience centers • Drives actionable conversions • Generates metrics • Brand identity • Houses valuable information • Make “transactions” (RSVP, contact staff/other members, etc.)

Member Experience. Activated. STRATEGIC COMMUNICATIONS PLANNING: SWOT ANALYSIS

Member Experience. Activated. EXECUTING ON YOUR STRATEGIC COMMUNICATIONS PLAN

Member Experience. Activated. EXECUTION: PHASE 1 EXAMPLE – FOUNDATION BUILDING PHASE 1 [Communications Foundation: Months 1 – 6] • Focus on laying the foundation for communication success • Create Communications & Social Media Policies • Define guidelines for all communication channels, including intra-departmental, Chapter-to-Member and Region-to-Member efforts • Establish guidelines for use of social media by Chapter, Regions and Members • Design Communications Style Guide • Create a uniform visual identity for Chapter’s brand • Identify priority and upgrade all Chapter communications using style guide standards • Create Communications Calendar • Rank events by hierarchy of importance • Provide Members with valuable and timely event information and educational content • Streamline communication creation and organization process • Determine appropriate frequency and reminder scheduling for Chapter events • Add Website Contentand Functionality • Determine additional content and functionality to enhance and activate online Member experience • Implement new functionality to facilitate usage of website and increased attendance of events • Develop and add site map or search capability to decrease time needed to locate items or areas of interest • Create and launch campaign to collect Member profile photos for online directory • Create and launch informational/publicity campaign to coincide with improved website functionality • Implement mobile version of site for enhanced convenience and member participation • Chapter leadership training on implementation and use of Style Guide and Communications Calendar • Define/Implement desired distribution schedule for Chapter-to-Member communications • Evaluate Phase 1 execution and adjust strategy as necessary; Begin Phase 2 planning

Member Experience. Activated. EXECUTION: CREATING A STYLE GUIDE

Member Experience. Activated. EXECUTION: BUILDING YOUR DATABASE

Member Experience. Activated. EXECUTION: ACTIVATING YOUR DATABASE- Right Message, right member

Member Experience. Activated. EXECUTION: CREATING AN EVENT MARKETING ACTION PLAN

Member Experience. Activated. EXECUTION: CREATING AN EDITORIAL CALENDAR/ROLES

Member Experience. Activated. EXECUTION: INSTITUTING A PRODUCTION PROCESS Having an organized plan will lead to more effective communications

Member Experience. Activated. COMMUNICATION AS A SERVICE: EDUCATION interests = value • Technology • Health/Fitness • Dining • Wine • Events • Board Dynamics • Family Fun

Member Experience. Activated. COMMUNICATION AS A SERVICE: ENTERTAINMENT = value • Videos • Photos • Podcasts • Polls • Contests • Lifestyle Content

Member Experience. Activated. COMMUNICATION AS A SERVICE: CREATING CONVENIENCE

Member Experience. Activated. COMMUNICATION AS A SERVICE: PROVIDING A MULTI-CHANNEL APPROACH eMagazine Content

Member Experience. Activated. COMMUNICATION AS A SERVICE: MAKING IT RELEVANT/TARGETED

Member Experience. Activated. THE FUTURE MEMBER EXPERIENCE…ENHANCED

Member Experience. Activated. ACTIVATION & FEEDBACK LOOPS: Analyze, Activate, adapt Members to Chapter • eCommunications • Website/ePublications • Social Media • Polls • Surveys • Transaction modules • Targeted Messaging • Improved Programming • Memorable Moments • Analytics • Preferences • Direct Feedback • Spending • Conversions Chapter to Members

Member Experience. Activated. ACTIVATION & FEEDBACK LOOPS: The Ultimate END RESULT CHAPTER

Member Experience. Activated. • In order to keep Chapter Members engaged, your programs and education (including your communications!) must be relevant, personalizedand targeted – and delivered through the Member’s preferred communications channel(s). • The new Chapter Member is a “Connected” Member and he/she will make up the bulk of your Chapter moving forward. • Chapters must start planning now in order to accommodate the needs and expectations of today’s Members and the next generation to come… • Strategic communications planning is essentialfor introducing new programs and services that will continuously engage your members…for life! Final Thoughts…

Member Experience. Activated. INDUSTRY LEADERSHIP & EDUCATION: take the stage

Member Experience. Activated. The Floor is Yours… Thank You! Stephen Ready 617-566-7055 x212 sready@TeamVCT.com

The Changing Chapter Member - Who They Are. What They Want. How To Get Them….and Keep Them!