Engaging our Members Member Engagement Strategy 2014-16

1. Engaging our Members Member Engagement Strategy 2014-16

2. This presentation • Background to engagement • Our vision for engagement • How we are going to engage

3. 1. Background to Engagement

4. Background: three core themes Products Ownership Engagement

5. Being an owner feels like three things CHOOSE DESERVE BELONG Ownership is what makes us unique. We should focus on it and do it well!

6. Engage members on different levels AWARE ATTRACT (ENROLLED) ENGAGE (INVOLVED) DEEPEN (INTERACTING) RETAIN (INFLUENCING)

7. Community Funding: funding the local projects that matter to members Campaigns Matter: you can make a difference in so many ways Working Together Works: partnerships that benefit you and your community Six core Products • Guiding the Group: our members own and guide The Co-operative Group so we can do what’s right for you • Co-operative Comments: jot down your thoughts on our co-operative • Spread the Word: talk about co-operative ideas to others in your community

8. 1. Background to Engagement

9. 2. Our Vision for Engagement

10. Our Vision for Member Engagement “For all our members to be engaged with co-operative values and principles in the most vibrant way possible”

11. The big question: why engage Members? Business success Being a great co-operative

12. Our Member Engagement Mission for 2014-16 To deepen the engagement of our existing members to bring co-operative values to life and enhance business success

13. Filter: before you start any project: MUST! Does it engage existing members? Should either… Does it bring co-operative values and principles to life? …or/AND! Does it enhance the business?

14. Existing members? Co-operative Values? Enhance Business? The best projects will do all three… If you’ve answered ‘no’ to ALL of the questions – it’s not part of this strategy!

15. Accumulated Feedback Membership Teams Area & Regional Committees “What does success look like?” Group V&P Committee Social Goals Membership Management Marketing & Brand Independent Societies

16. An overview of our goals

17. Member Behaviours Believers/ Co-operators “I didn’t know that!” Elected New Online Points-driven Young Employees Illustrative

18. 2. Our Vision for Engagement

19. 3. How we are going to engage

20. Successful implementation WHY HOW

21. Three years to achieve Deliver and benchmark Learn and develop Excel at everything we do 2014 2015 2016

22. The essence of the strategy Deeper engagement… …by using the Membership Products

23. Our current practice lacks impact: how are members supposed to know what we do? Regional Membership National Membership Social Goals Marketing & PR Businesses Jan Dec

24. Although it has potential… Regional Membership National Membership Social Goals Marketing & PR Businesses Jan Dec FT14

25. Imagine the impact if we co-operatively coordinated our efforts Regional Membership National Membership Social Goals Marketing & PR Businesses Jan Dec FT14 Elections Coops 14 AMMs Ethical Finance Community Campaigns

26. The Super 8 Plan New Members in the Family of Businesses (Jan) Fairtrade fortnight (Feb/Mar) – partners, community packs, producer events, product samplings relating to promotions Elections & Voting (Mar/Apr) + (July/Aug) voting – member development Co-operatives Fortnight (June/July) – payout, Hub, talking shop/Plunkett, community vote, international co-operatives day, festivals, conferences Mobilising Members Month (Aug/Sept) – GSR, environment/SG campaign, plan bee, film screenings, workshops, Charity of the Year Regional & Area Members’ Meetings (May & Oct) Community celebration (Nov/Dec) – WTW, CF, payout, volunteering, Christmas (giving/donating to CF) + products All year for Community Fund using 2013 workstream resources

27. For all our members to be engaged with values & principles in the most vibrant way possible Our vision To deepen the engagement of our existing members to bring co-operative values to life and enhance business success Our three year mission Be a great co-operative Be a great business Be a great team Which means three things… Feelings of Ownership Contributing Communicate Effectively Our goals Meetings Needs & Aspirations Links to Products & Services Projects which Resonate Thriving Democracy Single Family of Businesses Plan & Respond Driven by Membership Products To deliver our Super 8 Plan New Members in FoB Jan FT14 Feb/Mar Elections (Mar/Apr) & Voting (Jul/Aug) Co-ops 14 Jun/Jul Mobilising Members Aug/Sep Members’ Meetings May/Oct Community Celebration Nov/Dec Community Fund

28. Resource Development Team DESIGN & BUILD INTERNAL COMMS EXTERNAL COMMS OPERATIONS GROUP CREATIVITY everyone 5 3 4 4 SIZE • Creating resources and physical marketing materials • Toolkits • ‘Off the shelf’ elements • Sell resources to regional teams • Create briefing documents • Design look and feel • Work within framework • Get creative • Ideas for delivery • Work with Soc Goals • Pitch ideas • Keep colleagues up-to-date: newsletters, forums, consultation exercises, intranet • Training and development resources • Elected member resources • Link with FoB channels and senior management • Thinking like a broadcaster • Messages • Direct marketing • Marketing channels (Share magazine, emails) • Social media and digital responses • New channels • Work with the manifesto • Create and monitor timelines for delivery • Budgeting • Direct mail data ordering and targeting • Collecting data • Evaluation • Recommendations ROLE Design agencies National Team Social Goals Creative agencies RDSMs RCMMs Member Learning Internal Communications FoB National Team Marketing Digital/Social Media teams Design agencies FoB National Team CVM&I RCMMs National Team WITH

29. 3. How we are going to engage

30. Engaging our Members Member Engagement Strategy 2014-16