Creating an effective membership marketing strategy and plan Abby Wright-Parkes, Optimist Consulting

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1 Creating an effective membership marketing strategy and plan Abby Wright-Parkes, Optimist Consulting

2 About Abby Wright-Parkes Membership Marketing Background 20+ years experience Director of Membership & Marketing Association of Chief Executives of Voluntary Sector Organisations (ACEVO) Established Optimist Consulting in 2011

3 Services Marketing and membership strategy Member research and consultation projects Member retention and engagement planning Digital strategy Income generation projects Auditing membership offer Content marketing planning Rebranding projects

4 Clients

5 What is the future?

6 Why have a strategy? A strategy will help you to: Identify what you want to achieve Know where you are going Bring others along with you staff, volunteers and members

7 Challenges Membership organisations have their own unique challenges which typically include: Member-led Membership often leads the organisation through board and committees Income Balance of income from membership and other services/products

8 Challenges Generational differences of members:

9 Challenges Social media an opportunity and a threat More ways to connect with members Audience can self-organise Information & communities are online for free

10 Challenges Membership economy Membership becoming popular as a commercial model changing perception of what belonging means? Netflix TripAdvisor LinkedIn

11 Strategy 1: The Scout Association

12 Strategy 2: The Law Society

13 Interactive session: Example strategies 1. Does your organisation have something similar? 2. Do you know what the key strategic aims are? 3. If you don t have clear strategic aims, what should they be?

14 Connecting strategies Membership marketing plan Membership marketing strategy Events marketing plan Organisational strategy Products strategy Policy strategy Product marketing plan Publications plan Events plan

15 Your membership marketing strategy Your membership marketing strategy should contain the following six key elements: 1. Background and context Clear outline of why you need this strategy : Membership Income Services/products Profile Policy Describe the challenges and the purpose of the strategy

16 Your membership marketing strategy 2. SWOT Analysis An analysis of your organisation s Strengths, Weaknesses, Opportunities and Threats. A SWOT analysis helps you to understand what your organisation s strengths and weaknesses are (internal) and what the opportunities and threats to your organisation are (external). Internal Strengths Weaknesses Opportunities Threats External

17 Your membership marketing strategy 3. PESTEL Analysis External factors that impact your organisation Political Legal Economic Organisation Environment Social Technology

18 Your membership marketing strategy 4. Key Competitors Your competitors What are they doing that works/doesn t work? Are you targeting similar audiences? Are you differentiated enough from your competitors to stand out? Do you occupy a unique space in the membership sector?

19

20 Your membership marketing strategy 5. Strategic Drivers Strategic drivers are critical factors that shape an organisation s strategy. Examples could include: Change in membership Merger Loss of a contract

21 Your membership marketing strategy 6. Marketing objectives Linked to your organisational objectives 3 5 a manageable number

22 Your membership marketing strategy Gain buy-in SMT Board/committees Staff Document Make it attractive Ensure organisational objectives are identified and linked

23 From strategy to plan

24 Your membership marketing plan What do you need to promote across the year? Identify product/service lines: Membership Updates, promoting services /benefits, volunteering Events Policy Publications Products Governance

25 Your membership marketing plan How can you promote these areas? Identify channels: Direct marketing s, hard copy mailings, SMS/instant messages partnerships Social media Go where your members are Online Website, online community Face to face Service/product delivery Advertising PR Offline & online

26 Your membership marketing plan What messages do you want to convey about these services & products? Member experience Joining, being a member, renewal Functional membership process messages offer a communications opportunity Language of membership our members First year of membership danger year

27 Your membership marketing plan What messages do you want to convey about these services & products? Retention Understanding & demonstrating value The big idea What is in it for me? what members will gain/benefit from, not what you deliver

28 Your membership marketing plan

29 Your membership marketing plan What messages do you want to convey about these services & products? Retention Offering engagement opportunities Communicating same message, different ways Promoting benefits is not a one time activity Identify retention activity Series of events, webinars

30 Your membership marketing plan What messages do you want to convey about these services & products? Retention Content marketing/storytelling Use your members Community aspect

31 Your membership marketing plan What messages do you want to convey about these services & products? Recruitment Use your members Cross promote Non-member e-news

32 Your membership marketing plan What messages do you want to convey about these services & products? Recruitment Use all your channels Encourage members to promote membership

33 Your membership marketing plan Who do you want to communicate to? Members Segments categories, location, personas Potential members Stakeholders Who will deliver this and what will it cost? Budget Resource

34 Interactive session: Your current plans Talk to your neighbours about: How you currently plan your membership marketing activity Will you be doing anything differently?

35 Your membership marketing plan The logistics How to display the plan Overview Detailed list Budget Link to strategic marketing objectives Direct marketing Monthly e-news Conference Social media Facebook Twitter Jan -Send on Thurs 20th - Member of the month -Launch of conference programme (members & non-members) -Member of the month competition - Share reponse to Government's report - Policy briefing promotion Sign off Keeping it up-to-date who updates it? Measurement & review

36 Resources Marketing: Hubspot s marketing blog templates for plans Content Marketing Institute articles on trends in content marketing Marketing information econsultancy daily round up of marketing trends/case studies CharityComms membership body for charity marketers free guides CIM & IDM professional bodies for marketing information, events Membership Community Resources, LinkedIn Groups, events MemberWise MemNet Associations Congress PARN MemCom

37 Questions??

38 My monthly e-news Sign up and access Membership Essentials e- book.

39 Thank your attending and listening CHASE2016 Sponsors For more information, contact me : Old College Court, 29 Priory Street, Ware, Hertfordshire, SG12 0DE

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