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IEEE Membership Marketing: Strategies for Growth and Retention

Learn about IEEE's membership marketing strategies aimed at recruiting, retaining, and recognizing members, incorporating new positioning to reflect value drivers. Gain insights into knowledge, community, and professional benefits. Explore tactics like print collateral, web, multimedia, and conferences.

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IEEE Membership Marketing: Strategies for Growth and Retention

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  1. IEEE MEMBERSHIP MARKETING Message | Markets | Tactics IEEE Membership Development Retreat New Brunswick, NJ 29 April – 1 May 2005 Adrienne Hahn Manager, Membership Marketing & Communications IEEE Regional Activities

  2. IEEE Membership Marketing Today’s Presentation… • Message • Markets • Tactics

  3. IEEE Membership Marketing The role of Membership Marketing & Communications is to communicate the value of IEEE membership for the purpose of recruiting, retaining, recognizing & recovering IEEE members In 2005, IEEE Membership will incorporate a new positioning strategy to reflect the value drivers of IEEE membership, as identified in the 2004 Member Segmentation Study.

  4. IEEE Membership Marketing MESSAGE

  5. IEEE Membership MarketingMESSAGE KNOWLEDGEthe familiarity, awareness, or understanding gained through experience or study IEEE keeps members technically informed through exclusive access to: • Abstract searching through IEEE Xplore (more than 1 million documents online) • IEEE Potentials • IEEE Spectrum • The Institute • More…

  6. IEEE Membership MarketingMESSAGE COMMUNITYa group of people having common interests; sharing, participation, and fellowship IEEE enables members to grow and benefit from its purchasing power through: • Conferences • Local section, chapter & branch activities • Volunteering • Insurance programs • Shop IEEE discounts • @ieee.org email alias • More…

  7. IEEE Membership MarketingMESSAGE PROFESSIONan occupation or career; the body of qualified persons in an occupation or field IEEE empowers members and supports the profession through: • Awards & recognitions programs • Distance learning • Global imperatives • Job Site • Scholarships • More…

  8. IEEE Membership Marketing MARKETS

  9. IEEE Membership MarketingMARKETS Markets • Research and identify key industry and/or geographical segments for which IEEE membership could be viable • Identify benefits/services/features of membership that are most relevant to the industry • Build campaign with multi-tactical approach (advertising, conferences, web, direct mail) • Assess the results • Attract new members through traditional channels • Use multi-touch/multi tactical approach (advertising, web, direct mail, conferences) • Reinforce the value of membership post recruitment to make positive impact on retention RECRUITMENT New Industry Segments RECRUITMENT Traditional Industry Segments RETENTION • Develop and enhance products/services/features/benefits that increase value • Reinforce the value of membership to existing members through a multi-tactical approach • Use information gleaned from the 2004 Segmentation study to target messages based on segments • Make a positive impact on retention • Retaining members is our most efficient method of membership development

  10. IEEE Membership Marketing TACTICS

  11. IEEE Membership MarketingTACTICS Print Collateral & Direct Mail • New Member Applications – high level sales-pitch for prospective members • New Member Welcome Brochure – multi-page booklet that mails to all new members (higher grade & student) with membership card • MGM/SGS Flyers – peer to peer recruitment collateral for annual member-get-a-member program • Posters • Direct mail: • Recruitment – by industry segment • Recovery – arrears mailing • Retention – B59 mailing to graduating students; annual renewal mailing

  12. My Profession. My Organization. My IEEE. Print Collateral & Direct Mail (con’t)

  13. IEEE Membership MarketingTACTICS Web & Multimedia • Membership portal • myIEEE • Multimedia testimonials • CD-Rom

  14. IEEE Membership MarketingTACTICS Communications & Advertising • The Institute (ads & articles) • IEEE Spectrum • What’s New @ IEEE • Advertising (internal & external)

  15. IEEE Membership MarketingTACTICS Conferences • IEEE sponsors and/or co-sponsors more than 300 conferences, annually • In 2004, through the Membership Exhibits program, IEEE Staff managed 25 exhibits and recruited 1102 higher grade members and 273 student members • Opportunity for refinement and growth

  16. IEEE Membership Marketing In Summary…

  17. IEEE Membership MarketingIN SUMMARY … IEEE MEMBERSHIP • Marketing tactics • Advertising • CD Rom • Conferences • Direct mail • Print collateral • Web/Multimedia

  18. Thank you ! IEEE Membership Marketing

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