IABC/Regina CMA – Membership Marketing

1

2013 CHAPTER MANAGEMENT AWARDS IABC/REGINA – MEMBERSHIP MARKETING

WORK PLAN GOALS AND OBJECTIVES In June of 2011, IABC International provided IABC/Regina with the following membership statistics: Total paid members 2010: 242 | Total paid members 2011: 242 Renewals: 208 = Retention rate: 86% | New members: 34 = Growth rate: 0% For every member we gain, we lost one, and the chapter had no net growth. The primary goal in 2011-12 was to recruit new members and retain existing members in order to have a chapter growth greater than zero. BUDGET, IMPLEMENTATION, MEASUREMENT & RESULTS At the beginning of the year, we outlined a variety of activities related to membership recruitment and retention including: Recruitment: quick facts document, elevator speech/board cards, speed networking event, focus on students, government directory push, website strategy. Retention: welcome emails, welcome coffee monthly, membership draws, quarterly discussion forum, mentor program, volunteer of the month, event invites by area of interest, member survey, New Year’s resolution campaign, long service award. Some we accomplished, some were passed to other areas, and some have been carried over to 2012-13. Highlights from 2011-12 include: Recruitment

• Student Event/Professional Round Table

• Corporate numbers

Retention

• A personal welcome

• New member orientation

• New Year’s Resolution Challenge

• Mentorship Challenge

IABC/Regina CMA – Membership Marketing

2

Here are details about each initiative: A personal welcome

• About: Send a thank you for renewing/welcome to IABC email for all members – a personal welcome from VP of Membership introducing VP and welcoming members to the chapter or welcoming members back to the chapter. Message included information directing members to our website and encouraging them to get involved. Also promoted upcoming activities and program, encouraging members to take part. Members were also encouraged to contact VP of Membership if they had any questions.

• Budget: Free – VP of membership time

• Implementation: Weekly, as required by the VP of Membership

• Measure: Task was completed, and on more than one occasion members replied back saying thank you for the message or asking questions.

• Results: Sent more than 280 welcome messages. Created a channel for members to engage and get information about chapter activities more directly.

New member orientation

• About: New members were invited to attend an orientation coffee where they could learn about the perks of their membership, meet other members and ask questions. This was about making a personal connection! Coffee on the chapter with meeting space sponsored by a local coffee shop.

• Budget: approx $300/year or $25/coffee event

• Implementation: Coffees were hosted monthly

• Measure: Each time a coffee was hosted, participants were asked if we should continue the program and each attendee said it was helpful and we should continue to host them.

• Results: New members are instantly engaged and can feel connected to the chapter and understand the true value and power of their membership, making them more likely to renew.

New Year’s Resolution Challenge

• About: New Year’s push/challenge for members to ensure their contact info is up to date and challenge them to participate in upcoming events. An opportunity to re-connect members with the chapter and encourage them to make the most of their membership, and ensure their contact information was up to date! A $100 gift card incentive was offered to those who sent a screen shot confirming their membership was up to date.

• Budget: $100 for the gift card

• Implementation: January, 2012

• Measure: A total of 21 members participated by sending a screen shot confirming their information was up to date, with a handful of members confirming that their information was outdated and needed to be changed.

• Results: Existing members were re-engaged and reminded about the perks of their membership. Quote from content winner: “IABC provides me with great writing resources, current information on

IABC/Regina CMA – Membership Marketing

3

the communications field, a chance to meet other communications professionals, and continued education opportunities. When reminded to update my contact info, I was glad to – I didn’t want to miss out on any upcoming info!” – Dawn Barker

Mentorship Challenge

• About: This program provides seasoned communications professionals the opportunity to guide and mentor junior IABC/Regina members to develop their skills and help solve a communication challenge for a local non-profit organization. Communication professional have the opportunity to give back by doing what we do best – develop communication strategies. It is a win, win, WIN for everyone involved! Junior communicators gain experience, seasoned communicators get to give back, and non-profits are provided critical communication support at no cost to them.

• Budget: None – volunteer committee organized

• Implementation: Four student/novice members and two non-profits applied to the program. Two junior members were assigned to each non-profit and a seasoned mentor was recruited to work with each team to develop a communication strategy for the non-profit.

• Measure: Feedback from participants.

• Results: Informal feedback from participants was positive and beyond the challenge, one of the student participants has gone on to be the student representative on our board and one of the non-profit groups is planning to hire a communication person because they see the value communication can bring. Quote from a participating non-profit: Our thanks to the IABC Mentorship Challenge for providing STOPS to Violence with the opportunity to work with the students to get started on our communications planning. They were able to provide us with unique ideas and insights from the perspective of youth in our communities. Participation in this project was the catalyst for us to move forward with steps to improve our branding, promotion and community outreach.

Corporate numbers

• About: We were able to convert two organizations with existing members to recruit additional members to meet the minimum requirement of five for a corporate membership.

• Budget: None

• Implementation: Encouraging the VP of Membership’s team to sign up and also encouraging an organization who was asking about renewing three of their currently employees to think about the corporate membership options, which they did, and recruited two additional members.

• Measure: Both organizations followed the recommendation and recruited enough members to convert to corporate memberships.

• Results: This was successful in two different organizations to grow membership from five to 11 members. Six additional members were gained. Now those 11 members are likely to be auto-renewed as corporate members. Additional membership opportunities can also be explored for organizations that may have the required minimum numbers.

IABC/Regina CMA – Membership Marketing

4

OVERALL RESULTS In June of 2012, IABC International provided our chapter the following membership statistics: Total paid members 2011: 226 | Total paid members 2012: 289 Renewals: 229 = Retention rate: 101% New members: 60 = Growth rate: 28% During the year, our chapter was able to recruit new members and maintain current members. A growth rate of 28 per cent is considered a great success for the year! CHAPTER HISTORY IABC Regina serves professional communicators in Regina, Saskatchewan (pop. 193,100), the province’s capital. We are a large-sized chapter with 288 members, ranging from junior to senior levels, who work in government, not-for-profit and private sector organizations. Some are business owners, freelancers or consultants. Our members span several demographic groups and are active in advertising, marketing, media and community relations, corporate social responsibility, and corporate and internal communications. Key challenges faced by IABC Regina members are similar to those faced by communicators worldwide: gaining credibility for communication as a strategic partner/management function, integrating internal and external activities, communicating change, measuring intangibles and the ongoing challenge to do more with less. Vision IABC Regina will be renowned for mind-expanding knowledge delivered in a spirit of fun and creativity and for its contribution to the global business communication community.

Mission IABC Regina expands careers and provides opportunities to members by offering connections to world-class people, programs and services that grow the expertise, credibility and marketability of members.

Values Passion for Learning, Quality and Excellence, Integrity and Ethics, Peer Support, Partnership SUPPORTING DOCUMENTS Included in PDF below:

• IABC/Regina membership activities plan for 2011/2012

• Heritage Regina presentation slides

IABC/Regina CMA – Membership Marketing

5

IABC/REGINA MEMBERSHIP ACTIVITIES FOR 2011/2012 RECRUITMENT RETENTION

• Quick facts document • Welcome emails • Elevator speech • Welcome coffee monthly • Speed networking event • Membership draws • Focus on students • Quarterly discussion forum • Government directory push • Mentor program • Website strategy • Volunteer of the month

• Event invites by area of interest • Member survey • New Year’s resolution campaign

RECRUITMENT

Activity ELEVATOR SPEECH Description For board – quick and dirty points about why IABC is awesome. Goal/value Provide all board members with the information required to act as recruiting

ambassadors. Keep additional points fresh to include up and coming events and chapter activities.

Who VP Membership with support from Board. When By November 2011. Updated monthly or quarterly.

Activity QUICK FACTS DOCUMENT Description Summary text with overview and links about IABC Regina for Board members to use for

recruitment. Goal/value Provide all board members with the information required to act as recruiting

ambassadors. Keep additional points fresh to include up and coming events and chapter activities.

Who VP Membership with support from Board. When By November 2011. Updated monthly or quarterly.

Activity SPEED NETWORKING EVENT PROS and BOARD Description Seasoned members stationed at tables; existing, new and student members rotate and

ask questions. Board members stationed at tables; existing, new and student members rotate and ask questions and learn about IABC.

Goal/value Connect members with each other, give them an opportunity to network and learn from industry veterans and make a connection with the board.

Who PD team with support from VP Membership. When Fall 2011 Board |Spring 2012 Pros.

IABC/Regina CMA – Membership Marketing

6

Activity FOCUS ON STUDENTS Description Work with student rep either on networking or mentoring initiatives and other activities. Goal/value To connect with new people entering the industry.

Who VP Membership/Student Rep. When As lead by Student Rep.

Activity GOVERNMENT DIRECTORY PUSH Description Cross reference government directory with membership list and encourage Directors to

recruit their staff and sign up for corporate memberships. Question – should membership by my minister or gov as a whole?

Goal/value Access to a large pool of potential members, corporate memberships are more likely to renew, employer paid membership dues.

Who VP of Membership and Membership Volunteers. When Fall of 2011 or Winter 2012 – to coincide with an IABC Regina promotion month and/or

International’s September promotion.

Activity STRONGER WEBSITE PRESENCE Description Have a section dedicated to membership. Information for prospective members such as

perks and how to join. Information for existing members such as how to make the most out of your membership.

Goal/value Add member value to the website. Who VP of Membership supported by VP Technology.

When By December 2011.

RETENTION

Activity WELCOME EMAILS Description Send a thank you for renewing/welcome to IABC email for all members. Goal/value Personal connect with members. Messages can be tailored to promote upcoming

events and other chapter activities. Who VP Membership.

When Weekly as members renew/sign up.

IABC/Regina CMA – Membership Marketing

7

Activity WELCOME MEMBER COFFEES – MONTHLY Description Hosted monthly coffee meeting for all new members (could invite renewals as well). Goal/value Meet face to face, promote IABC, answer questions, get to know members.

Develop partnership with local coffee shop (VP Partnership). Who Lead by VP Membership.

Hosted by VP Membership and/or membership volunteer and/or rotating board members. VP Partnership to help secure host location(s).

When Monthly – mid month.

Activity MEMBERSHIP DRAWS Description Monthly or quarterly draw for all renewals and new members (draw for gift cards

and/or free event attendance). Goal/value To have more contact with members and encourage participation in chapter

activities. Who VP Membership with support from Board.

When Monthly or quarterly.

Activity QUARTERLY DISCUSSION FORUM Description Get together to talk about different industry topics – not workshops but round table

discussions to share experiences and insights. (Sample topics – Intranets: SharePoint and other software, how to manage, how to drive visitors etc | Social Media: what do we all think? what works well? What experiences can we share? | etc)

Goal/value Share knowledge and expertise, connect members, provide tangible value through discussion.

Who PD team with support from VP Membership. When Quarterly.

Activity MENTOR PROGRAM Description Match seasoned members (10 plus years in the industry) with new members (less than

five years in the industry) to serve as mentors, meet regularly, share experiences, ask questions etc.

Goal/value To provide value, to connect members. Who Possibly part of the volunteer portfolio?

When TBD – create solid plan before launching program.

Activity VOLUNTEER OF THE MONTH

IABC/Regina CMA – Membership Marketing

8

Description Recognize an IABC volunteer each month – or quarter – that has done great work supporting the chapter (include a “who knew” type profile on website and possibly via email recognition).

Goal/value Retain and recognize volunteers, profile members. Who VP Volunteers and VP Membership.

When Monthly.

Activity EVENT INVITES BY AREA OF INTEREST Description Have PD committee classify/categorize events by IABC interest list and send personal

invites to members who indicated those areas of interest. Goal/value Encourage event attendance, provide a personalized IABC experience.

Who Membership Committee supported by PD team. When As events occur.

Activity MEMBER SURVEY Description Member satisfaction and engagement survey. Goal/value Gain knowledge for chapter improvements, areas of interest, etc, make membership feel

heard. Who VP Membership supported by Board.

When Spring.

Activity NEW YEAR’S RESOLUTION – UPDATE CONTACT INFO AND GET INVOLVED

Description New Year’s push/challenge for members to ensure contact info is up to date and challenge them to participate in upcoming events.

Goal/value Keep membership information up to date and promote participation. Who VP Membership supported by Board.

When January.

10/25/2012

1

10/25/2012

2

10/25/2012

3

10/25/2012

4