August 2009 Jam Session

1. August 2009 Jam Session Membership Department

2. Richard Thomas Sheron Davis Sean Kois • 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? AAA Membership Marketing Plan 2009-2010 October 2, 2014

3. Articulating a Unique Value Proposition • 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 August 2009 Jam Session •Membership Department • October 2, 2014

4. Our Value 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. • What is your Value Proposition? August 2009 Jam Session •Membership Department • October 2, 2014

5. * AAA Value by Member Segment *Zarca Survey 2005 August 2009 Jam Session •Membership Department • October 2, 2014

6. * Potential New Member Services ? ? ? ? ? *Zarca Survey 2005 August 2009 Jam Session •Membership Department • October 2, 2014

7. What Members Value • We’ve shown what members value, now… • What does your department offer? • Where can we improve? What is your Value Proposition? August 2009 Jam Session •Membership Department • October 2, 2014 7

8. Key Components to Successful Marketing • Consistent Visual & Message Identity • Multiple and varied “touches” • Surface mailings • Web and E-mail • Live interaction (phoning) • Personalization August 2009 Jam Session •Membership Department • October 2, 2014

9. Consistent Visual and Message Identity (Branding) • AAA commissioned a professional design group to develop a Visual Continuity Guide. • Located in the S:\All Access Please refer to the Visual Continuity Guide when conducting any promotion to the membership or the public! August 2009 Jam Session •Membership Department • October 2, 2014

10. Multiple and Varied Contacts Surface Mailings Broadcast E-Mails Telephone contact (Recruitment) August 2009 Jam Session •Membership Department • October 2, 2014 10 Personalization

11. Multiple and Varied Contacts (Renewals) • Monthly e-mail reminders, beginning 90 days prior. • Used in conjunction with paper reminders. • Failed attempts invoke telemarketing. August 2009 Jam Session •Membership Department • October 2, 2014 11

12. Multiple and Varied Contacts (Acknowledgments) • Welcome Brochure goes to new members. • Includes information about benefits and opportunities. • Updated membership card and receipt goes to new and renewing members. August 2009 Jam Session •Membership Department • October 2, 2014 12

13. Coming Soon! The Personalized URL or PURL! http://www.myassociaion.org/My.Name • Uses the member’s name in the URL. • Sends member to a website preloaded with information based on his/her profile. • Has “testimonial” videos of VIPs in the industry about the value of the association ands its meeting. • Show travel plans and options from the member’s physical location to the meeting site. August 2009 Jam Session •Membership Department • October 2, 2014 13

14. 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 • October 2, 2014 14

15. fin unit production manager: sheron davis executive producer: richard thomas director: sean kois