Targeted Revenue Source: Lapsed Member Recruitment
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Targeted Revenue Source August 23, 2017 Lapsed Member Recruitment #InformzWebinar
Transcript of Targeted Revenue Source: Lapsed Member Recruitment
Targeted Revenue Source
August 23, 2017
Lapsed Member Recruitment
#InformzWebinar
Presented by….
Vivian SwertinskiStrategic Services Manager
$64,000 in 45 Days
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Agenda
Membership Challenge
4 Step Strategy for Recruiting Lapsed Members
Tips and Tricks for Member Engagement
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Membership Challenge
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Think through all viable options
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Don’t make it up as you go!
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Crafting YOUR win back campaign
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Step 1: ANALYZE
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What happens after they lapse?
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What do they have access to?
What do they still need?
What would be different or new?
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Top Reasons for Joining
Uphold certification
Online Education
Professional Pride
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Main reasons for NOT renewing
Forgot to renew
Not sure of ROI
No longer working
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Observations from Step 1
Keep certification in good standing
Access to quality online education
Take pride in the work they do
No specific pain point – Forgot to renew
New online education platform
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Step 2: TARGET AUDIENCE
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Length of time lapsed
Length of relationship
Demographic data
Membership type
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Build on insights from steps 1 and 2
Maintain certification Quality online education Professional pride Forgot to renew - 3 to 6 Months New online education platform - 7 to 24 Months Updated Website - 7 to 24 Months
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Step 3 – CREATE THE CAMPAIGN
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Game plan criteria
Want to make an emotional connection
Audience takes center stage
Renewal is not the end goal
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Theme #1: Get Back to Class
Membership expired within past 3 to 6 months
Assume they forgot to renew
Two steps away from getting to class
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SL: Vivian, 2 Steps and You’re Back!
We’re committed to helping you provide your patients with excellent care.
It's a top priority for us to support you in being the best respiratory therapist you can be!
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Keeping up-to-date with low-cost educational credits has never been easier.
Sign up today with just 2 easy steps.
Step 1. Renew your dues Step 2. Sign up at AARC University
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Theme #2: Rediscover AARC
Membership expired within past 7 to 24 months
May have experienced pain points
New online educational platform
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SL: Vivian, Rediscover AARC
It’s been awhile since your membership in AARC lapsed…
We want to help make your life easier and help you be a better respiratory therapist.
Here are some of the newest ways we’re doing that:
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AARC University: We’ve created a new online learning experience that meets your need for continuing education.
New Website: It’s easier to navigate and easier to find what you want – and that’s better time management for you.
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Step 4: Execute the plan
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Sample Size Testing
Friendly From
Subject Line
Short and Long Message
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800 Renewed Members in 45 Days
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Next Step – Automate the Campaign
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Executive Director, AARC
“Get someone new to look at your messaging.You might be saying things in an old, stale way.
None of us have the time to be manually sending out emails. It makes perfect sense to automate”
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Preventative Care
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Traditional Email Marketing
Target Group Stop Mailing
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Email Marketing Technology Today
Target Group Mailing
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Leverage Web Analytics
Pageviews - visits to individual pages
Page Interactions - filling out forms, downloading content
Online Purchases - ecommerce transactions
Create target groups – combine with data from databases
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Event Registration Campaign
Target Audience: Visited 5 website pages in one session Clicked registration link but didn’t register
Facilitate the decision making process
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Need help getting approval?Let us do the work for you.
Simply download our customizablejustification letter built to help you gain approval to attend the conference.
Onboarding Welcome Series
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90 Day Renewal Campaign
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Winning Back Lapsed Members
Analyze – Target – Create – Execute
Audience centric message
Think beyond the renewal
Leverage all your data assets
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