Mission • Membership • Marketing: A Magic Mix for Success Roundtable Handout (AMMC 2014)
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Mission • Membership • Marketing: A Magic Mix for Success Too often our programs are siloed or do not get the internal support membership efforts deserve. Competing for internal resources, institutional email schedules, IT, and marketing resources can stifle membership’s full potential. Join Dana Hines, President and CEO of Membership Consultants, Inc. – a full service membership marketing firm – and Rosie Siemer, founder and CEO of fiveseed – a digital ad agency and design studio – for a lively discussion about how Membership and Marketing can partner on a range of mission-focused initiatives from social media to email and online advertising. We’ll discuss the importance of social media for membership services, lead generation, and engagement as well as the opportunity for strategic, discrete membership campaigns that leverage PR, advertising, email, direct mail, and on-site promotion.
Transcript of Mission • Membership • Marketing: A Magic Mix for Success Roundtable Handout (AMMC 2014)
© 2014 Membership Consultants All rights reserved.
Dana Hines 314-771-4664 ext. 105 [email protected] Rosie Siemer [email protected] MISSION • MEMBERSHIP • MARKETING: A MAGIC MIX FOR SUCCESS Too often our programs are siloed or do not get the internal support membership efforts deserve. Competing for internal resources, institutional email schedules, IT, and marketing resources can stifle membership’s full potential.
Case Study: History Colorado
Social Media • Contests • Acquisition • Strategic Planning • On-Site Sales • Annual Fund • Telemarketing
The campaign integrated traditional direct mail and on-site sales with a series of social media campaigns and a mobile scavenger hunt as well as a 6-page interactive Facebook microsite to expose audiences to History Colorado’s mission and membership messaging.
Using social media driven contests to raise awareness, drive traffic to membership webpages, and capture prospect data.
• Highly targeted advertising to support
• Thread in mission-oriented messaging throughout • Capture member stories • Integrate online/offline • Support with PR • Making sure all touch points are on the same message, creative, across channels (e.g.
direct mail, email, billboards, TV, online)
AMMC Roundtable: Mission – Membership - Marketing
© 2014 Membership Consultants All rights reserved.
Case Study: Museum of Science, Boston
Leveraging digital marketing for gift membership and acquisition
• Acquire new givers from untapped sources - social media and online advertising • Test a set of messaging and offers • Email marketing • Analytics for measurement • Landing pages optimized for the offer • Pixels for retargeting campaign • Partnership with local parents magazine • Facebook content marketing
A Seat at the Table
Membership should be involved in:
• Shared goals, metrics, schedules, and reporting
• Google Analytics for membership pages (traffic and conversion goals)
• Google AdWords and display advertising strategy • Email campaigns and communications schedules • Landing pages, e-commerce systems, and product packaging • CRM data and in-house lists • SEO optimization
