Transcript Member Market Development Group: Region 1

Membership Development Overview
Region 1
9 March 2013
Adrienne Hahn
Membership Marketing & Sales Specialist
Member Market Development
732-562-5528
[email protected]
Agenda
Region 1-6 – Need for Focus
Assigned MD Staff
Region 1-6 Staff Strategy
1st Quarter Recruitment Efforts
Arrears Recovery Efforts
Questions
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Region 1-6 – The Need for Focus
IEEE members in the U.S. drive 58% of
the total IEEE member dues revenue,
while representing 50% of the total
member count
Market penetration in the US just 7.5%
US HG member retention is 85.2%
– Compared to HG average 73.4%
Recruitment is the challenge
3
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Region 1-6 – The Need for Focus
Outside our control:
– Economic factor
– Unemployment
In our control:
– Provide relevant career resources
– Volunteer engagement
– Effective marketing strategies
4
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Region 1-6 – The Need for Focus
Geographic IEEE Membership Summary - January 2013
Higher-Grade w/o GSM
REGION
2013
2012
Graduate Students
Change
2013
#
%
2012
Undergraduate Students
Change
2013
#
%
2012
TOTAL MEMBERS
Change
2013
#
%
2012
Change
#
%
1
30,588
31,274
(686)
-2.2%
2,447
2,167
280
12.9%
2,418
2,421
-3
-0.1%
35,453
35,862
(409)
-1.1%
2
26,959
27,647
(688)
-2.5%
2,341
2,080
261
12.5%
2,326
2,459
-133
-5.4%
31,626
32,186
(560)
-1.7%
3
24,845
25,104
(259)
-1.0%
2,951
2,625
326
12.4%
3,514
3,518
-4
-0.1%
31,310
31,247
63
0.2%
4
18,745
18,877
(132)
-0.7%
2,242
2,120
122
5.8%
2,480
2,609
-129
-4.9%
23,467
23,606
(139)
-0.6%
5
24,387
24,756
(369)
-1.5%
2,206
2,060
146
7.1%
3,211
3,007
204
6.8%
29,804
29,823
(19)
-0.1%
6
49,354
49,835
(481)
-1.0%
3,826
3,475
351
10.1%
4,736
4,333
403
9.3%
57,916
57,643
273
0.5%
R 1-6
174,878
177,493
(2,615)
-1.5%
16,013
14,527
1,486
10.2%
18,685
18,347
338
1.8%
209,576
210,367
(791)
-0.4%
7
13,647
13,360
287
2.1%
2,455
2,159
296
13.7%
2,041
1,706
335
19.6%
18,143
17,225
918
5.3%
TOTAL
314,621
310,087
4,534
1.5%
47,324
43,390
3,934 Recruitment
9.1%
76,301
73,295
Cumulative
-- January
20133,006
4.1%
438,246
426,772
11,474
2.7%
accounts
for 26%
of total
US
yet-533
represents
of
54,629
1,411
2.6%
12,466
12,087
379 HG
3.1% decline,
10,845
11,378
-4.7%
79,351 17%
78,094
1,257total
1.6%
8 R156,040
9,593
840
8.8%
1,736
1,727
9
0.5%
7,595
7,315
280
3.8%
19,764
18,635
1,129
6.1%
9 US10,433
HG membership.
59,623
55,012
4,611
8.4%
14,654
12,890
1,764
13.7%
37,135
34,549
2,586
7.5%
111,412 102,451
8,961
8.7%
10
•R 7-10R1139,743
HG 132,594
recruitment
below
US 228,670
HG recruitment.
7,149
5.4% for
31,3112013
28,863 is2,448
8.5% the
57,616average
54,948
2,668for4.9%
216,405 12,265
5.7%
•
HIGHER GRADE w/o GSMs
REGION
2013
2012
GRADUATE STUDENTS
Change
2013
#
%
2012
UNDERGRADUATE STUDENTS
Change
2013
#
%
109
35.4%
865
2012
724
TOTAL MEMBERS
Change
2013
2012
#
%
141
19.5%
1,689
1,472
Change
#
%
217
14.7%
1
407
440
(33)
-7.5%
417
308
2
386
439
(53)
-12.1%
368
275
93
33.8%
749
691
58
8.4%
1,503
1,405
98
7.0%
3
369
378
(9)
-2.4%
453
331
122
36.9%
1,234
1,104
130
11.8%
2,056
1,813
243
13.4%
4
329
317
12
3.8%
413
260
153
58.8%
890
793
97
12.2%
1,632
1,370
262
19.1%
5
387
415
(28)
-6.7%
388
311
77
24.8%
1,170
979
191
19.5%
1,945
1,705
240
14.1%
6
856
862
(6)
-0.7%
677
433
244
56.4%
1,839
1,481
358
24.2%
3,372
2,776
596
21.5%
R 1-6
2,734
2,851
(117)
-4.1%
2,716
1,918
798
41.6%
6,747
5,772
975
16.9%
12,197
10,541
1,656
15.7%
48.9%
7
325
288
37
12.8%
419
284
135
47.5%
885
522
363
69.5%
1,629
1,094
535
8
1,646
1,764
(118)
-6.7%
2,050
1,983
67
3.4%
3,359
3,381
(22)
-0.7%
7,055
7,128
(73)
-1.0%
494
21
4.3%
251
252
(1)
-0.4%
1,840
1,589
251
15.8%
2,606
2,335
271
11.6%
5
10
9
515
2,637
7/22/2015
2,704
(67)
-2.5%
3,598
2,786
812
29.1%
9,488
9,127
361
4.0%
15,723
14,617
1,106
7.6%
R 7-10
5,123
5,250
(127)
-2.4%
6,318
5,305
1,013
19.1%
15,572
14,619
953
6.5%
27,013
25,174
1,839
7.3%
TOTAL
7,857
8,101
(244)
-3.0%
9,034
7,223
1,811
25.1%
22,319
20,391
1,928
9.5%
39,210
35,715
3,495
9.8%
Region 1-6 Team
Two dedicated staff members in a new position: Member
Market Development Specialist
Adrienne Hahn (Regions 1,2,4)
Lisa Kluberspies (Regions 3,5,6)
Goal: Grow US HG membership
– Double US HG membership recruitment in the next 5
years
 Currently 8,200 average per year
– Increase US HG retention, specifically first-year
members (and graduate students)
 2012: 85.2% (38.8% first-year HG, 74.0% GSM)
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Region 1-6 Strategy
MD Volunteer
Support
•Regional MD
Chairs
•Section MD
Officers
•Region meeting
attendance
•Region webcasts
•Outreach
coordination and
collaboration
(recruitment,
renewal and
recovery)
•First Year Member
Experience
7
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List/Lead
Development
•E-mail
•Direct mail
Events and
Conferences
•Metro Area
Workshops
•Online advertising
•Large Society
conferences
•Social media/viral
programs
•Industry
conferences
•Peer-to-peer referral
•Long term: MCM
Collaboration
Affinity
Marketing
Partnerships
•IEEE Products
•Non-IEEE Products
•Joint membership
agreements
1ST QUARTER
RECRUITMENT EFFORTS
8
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Internal Recruitment Campaigns
Monthly ~
Emails to IEEE authors, IEEE product
purchasers
Incomplete applicants
Inactive/reinstatement
Approximately 600,000 messages sent
every month, worldwide
3-4k new members per month
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External Recruitment Campaigns
Integrated effort targeting US Higher Grade members with a
combination of online advertising and email
$25 off through
Feb 28th
Landing page w/
three separate
promotion codes
10
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External Recruitment Campaigns
Advertising
Email
IEEE Official Site
Association of Engineers.
Save $25 with Code.
Community of Engineers
Estimated Impressions:
30-50M/Day
Electronics & Engineering
database from UBM
Keep Up With Industry News and
Trends.
Save $25 When you Signup Today.
Target Audience:
125K emails x 2
Audience: 3.3M
Join IEEE Today
Est Target Audience: 2.1M
Save $25 When You Join IEEE
Association of Professional
Engineers.
Impressions: 1.25M
11
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IEEE Membership Signup
Networking, Articles, Newsletters
and More! Join Now & Save $25 At
Checkout.
Target Audience:
104K emails x 2
External Campaigns - Results by
Region
Total New HG
Members
Region
Count by Region
Total from EM
R1
16
R2
11
R3
12
R4
17
R5
Grand Total
R1
14
R2
9
R3
7
R4
13
R5
8
R6
28
Total from Advertising
2
R2
2
R3
5
35
R4
4
105
R5
R6
6
7
Grand Total
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26
R1
14
R6
79
105
RECOVERY EFFORTS
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Pre-Deactivation Outreaches
Before deactivation occurs
– 7 emails between October – February
(targeted by grade)
– 2 paper invoices
 October 1
 January 1
– 1 paper reminder postcard
 November 22
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Post-Deactivation Recovery
Outreaches
Section outreaches to those in arrears
Recovery communications timeline
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Section Outreaches
Designated staff is partnering with Section
Chairs and MD Chairs to develop a message to
those higher grade members in Arrears for
2013
Message will include 3 activities or value
statements, unique to the particular section, in
order to reinforce the value of IEEE
membership
Delivered through eNotice, it will compliment
the several staff/IEEE initiated arrears
campaigns
GOAL = increase 2013 renewals
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Arrears Recovery Timeline
IEEEService
Arrears
Campaign - EM
Mar 4
Inform Region
Director and
MD Chair to
gain support
Mar 5
IEEEService
Arrears
Campaign - EM
Mar 13
Mar 15
Initial deadline
for section
content
IEEE Staff requests input
for Section messages
Mar 19
Renewal
Reminder - DM
Mar 31
Apr 1
IEEEService
Arrears
Campaign - EM
Apr 2
IEEEService
Arrears
Campaign - EM
Apr 8-19
Apr 23
May 14
Jun 4
Jun 25
Follow up w/ Sections who
haven’t responded
Create section letters and
queue up in eNotice
Section Arrears Letter
thru eNotice
Questions?
How can we partner?
What’s working well? What’s not?
Recommended recruitment strategies?
18
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Contacts
Elyn Perez, Senior Manager
• [email protected] 732-562-5392
Adrienne Hahn (Regions 1,2, and 4)
• [email protected]
732-562-5528
Lisa Kluberspies (Regions 3,5, and 6)
• [email protected] 732-562-6823
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