The Changing Chapter Member - Who They Are. What They Want. How To Get Them….and Keep Them! It All...
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Transcript of The Changing Chapter Member - Who They Are. What They Want. How To Get Them….and Keep Them! It All...
The Changing Chapter Member - Who They Are. What They Want. How To Get Them….and Keep Them!
It All Starts With a Strategic Communications Plan…
CMAA LLC 2012
Member Experience. Activated.
ABOUT ME: STEPHEN READY President & CEO, VCT
Member Experience. Activated.
Stephen Ready is President and CEO of VCT (www.ExperienceVCT.com), the leading Member Experience partner to distinguished private clubs nationwide. Stephen speaks about the future of the private club industry extensively, and provides insight, vision and best practices for long-term Member Experience Management to audiences around the world. For the past 12 years, he has helped empower VCT’s private club clients to develop and manage more personalized communications, services and benefits that continually enhance the Member Experience—for this generation and the next.
Today’s discussion will cover…
The shift in needs and
expectations of today’s
Chapter Members
The ways in which
technology is changing
how we engage Chapter
Members
How these changes will
influence the future of
Chapters and their ongoing
success
How Chapter leaders can
adapt to meet the
changing preferences of
current and future Members
Creating a personalized
Chapter Experience that
delivers additional value…for
this generation and the next
Member Experience. Activated.
Outline of presentation…
The Changing Chapter
Member in Review
Profiling the Future Chapter
Member
Strategic Planning Your
Way To Success
Executing Against Your
Strategic Communications
Plan
The Future Member
Experience, Enhanced
Wrap Up
Member Experience. Activated.
ABOUT VCT: OUR MISSION
Member Experience. Activated.
VCT’s mission is to empower Club and Chapter leadership to develop and manage more personalized communications, services and benefits that continually enhance the Member Experience - for this generation and the next.
ABOUT VCT: 360⁰ INSIGHT APPROACH
Member Experience. Activated.
Club/Chapter
Immersion
Value Assessment
Communications
Exchange
Analyze, Activate,
Adapt
Member Experience. Activated.
Communications ARE the Lifeblood of Your Chapter…Have you checked your pulse lately?
TODAY’S COMMUNICATION CHALLENGES
Member Experience. Activated.
THE MEMBER EXPERIENCE: FINDING THAT SWEET SPOT
Education/ Programming
Networking/ Relationships Service
THE CHANGING CHAPTER MEMBER
Member Experience. Activated.
Member Experience. Activated.
UNDERSTANDING TODAY’S CHAPTER MEMBERS: CHANGING PROFILES
Not just a Club Member issue…don’t forget about Club Management!
UNDERSTANDING TODAY’S CHAPTER MEMBERS: TIME CONSTRAINTS
Member Experience. Activated.
Increased demands in the workplace…challenges at the office keeping Members from engagement with the Chapter
Growing, busy families leading to an increased amount of activities outside of their job
ROI questioning due to economic challenges – difficulty justifying the expense of Chapter Membership and required travel for education/networking
UNDERSTANDING TODAY’S CHAPTER MEMBERS: FINANCIAL CONSTRAINTS
Member Experience. Activated.
Individuals in general are more conscious about how their money is being spent
Consumers in general are more willing to look for deals and opportunities to save money - is your Chapter taking this into consideration?
Concurrently, corporate support for Chapters has decreased - is your Chapter finding innovative ways to increase Member participation and growth?
Member Experience. Activated.
UNDERSTANDING TODAY’S CHAPTER MEMBERS: SHIFT IN PREFERENCES
Member Experience. Activated.
UNDERSTANDING TODAY’S CHAPTER MEMBERS: SHIFT IN PREFERENCES
Member Experience. Activated.
Club leaders that have “grown up” in the industry connected, content-centric, computerized, community–oriented, and always clicking
Progressive…looking to learn more, do more, be more…and want it on demand, personalized and rewarding
Due to rise in digital consumption – Chapter value proposition will be assessed (and “extracted”) online in addition to offline
Viral marketing and positive “peer” reviews will define brand value
WHAT THIS MEANS FOR CHAPTERS: THE FUTURE CHAPTER MEMBER PROFILE
Member Experience. Activated.
“The average person in 2020 will live within a web of 200-300 contacts, maintained through a variety of channels” – what does this mean for a Chapter?
The need for physical proximity will be reduced through increased digital interaction – what does this mean for Chapter conferences and events?
However, Members will desire more personal connection and will value their personal time more than ever before
Personal and business activities will mingle...this is a good thing for Chapters!
Chapters must find balance between being “present” in the digital world and being a private oasis in the physical sense
*Source: How to Prepare for the Connected Generation’s Transformation of the Consumer and Business Landscape, Tomorrow Today Blog, February 25, 2012.
WHAT THIS MEANS FOR CHAPTERS: A NEW SOCIAL CREATURE EMERGES
UNDERSTANDING TODAY’S CHAPTERS: RESOURCE LIMITATIONS
Member Experience. Activated.
Increased competition for the time and money of your Chapter members has not been met with increased resources at the Chapter – thus the “battle” for mindshare and wallet share is being lost
The “clubbyness” of the Chapter still exists, however, unlike in the past it can no longer solely sustain the Chapter and grow its Membership
Chapters are in need of a “marketing mindset” and a dedicated effort to communicate effectively…
STRATEGIC MEMBER EXPERIENCE & COMMUNICATIONS PLANNING
Member Experience. Activated.
Member Experience. Activated.
THE STRATEGIC COMMUNICATIONS PLAN –THE NEXT STEP
Chapters need to act more like Clubs… What separates you and your fellow Chapter Members from the Members of
your Clubs? Haven’t your needs and preference also evolved? Aren’t you deserving of an enriching, personalized Member experience?
Member Experience. Activated.
• Personalization of communications
• Activation & Feedback Loops
• Personalization of services and benefits
• Communications Assessment
• Value & Competitive Analysis Assessment
Satisfaction Communications
EngagementRetention
STRATEGIC PLANNING: PLANNING AND ADAPTING TO CHANGE
Member Experience. Activated.
STRATEGIC COMMUNICATIONS PLANNING: A NEW WAY OF THINKING:
“Communication as a Service”
Reliability
Convenience
Value
Education/Entertainment
Member Experience. Activated.
•Member surveys•Understand needs & preferences
Conduct a Communications / Member Satisfaction Assessment
•Roles & responsibilities•Existing communications inventory
Conduct an Internal Staff Communications Assessment
•Understand benchmark data•Understand the implications of effective communication for long and short-term goals
Determine Goals & Objectives
•Strengths, weaknesses, opportunities, threats?
Create a SWOT Analysis to Share with Your Board
•Identify required mechanisms & prepare an actionable timeline
Develop a Plan and Timeline of Action
STRATEGIC COMMUNICATIONS PLANNING:
THE HIGH-LEVEL PROCESS
Member Experience. Activated.
The communications vision is aligned with the Chapter’s overall mission. Goals and objectives are well defined, measurable, and help guide a
defined series of action plans. Audiences are specific and targeted. Messages are specific, clear, persuasive, and reflect audience values;
reinforce Chapter mission and values; and include specific calls to action to encourage activation.
Messages are consistent in the frequency of their delivery and branding, and are attractive and accessible in varied formats for maximum exposure.
Target audiences perceive messengers as credible. Tools to deliver messages are chosen for their access, availability, and
convenience to target audiences. Activities and outcomes are regularly monitored and evaluated for
purposes of accountability and continuous improvement. Management understands and supports communications as an integral
part of Chapter viability and success. Sufficient resources are dedicated to managing and improving
communications practices.
STRATEGIC COMMUNICATIONS PLANNING: DEFINING SUCCESS FACTORS
Member Experience. Activated.
STRATEGIC COMMUNICATIONS PLANNING: EVALUATING YOUR TOUCHPOINTS
MOBILE
• More timely Communication
• Preference based
• Transactional
• Convenient
SOCIAL MEDIA
• Initiates networking in a “virtual chapter environment”
• Additional access point for delivering valuable content
• Access point to deliver relevant information in a less invasive atmosphere
• Mailed Newsletter: Still an option?
• Provide the choice?
• Unique/tactile reading experience
• More costly to produce
• Impact on environment
• Eliminates the “need factor”/builds relationships
• “Newsworthy” content/timely
• Creates convenience centers
• Drives actionable conversions
• Generates metrics
WEBSITE
• Brand identity
• Houses valuable information
• Make “transactions” (RSVP, contact staff/other members, etc.)
Member Experience. Activated.
STRATEGIC COMMUNICATIONS PLANNING: SWOT ANALYSIS
EXECUTING ON YOUR STRATEGIC COMMUNICATIONS PLAN
Member Experience. Activated.
Member Experience. Activated.
EXECUTION: PHASE 1 EXAMPLE – FOUNDATION BUILDINGPHASE 1 [Communications Foundation: Months 1 – 6]
• Focus on laying the foundation for communication success
• Create Communications & Social Media Policies
• Define guidelines for all communication channels, including intra-departmental, Chapter-to-Member and Region-to-
Member efforts
• Establish guidelines for use of social media by Chapter, Regions and Members
• Design Communications Style Guide
• Create a uniform visual identity for Chapter’s brand
• Identify priority and upgrade all Chapter communications using style guide standards
• Create Communications Calendar
• Rank events by hierarchy of importance
• Provide Members with valuable and timely event information and educational content
• Streamline communication creation and organization process
• Determine appropriate frequency and reminder scheduling for Chapter events
• Add Website Content and Functionality
• Determine additional content and functionality to enhance and activate online Member experience
• Implement new functionality to facilitate usage of website and increased attendance of events
• Develop and add site map or search capability to decrease time needed to locate items or areas of interest
• Create and launch campaign to collect Member profile photos for online directory
• Create and launch informational/publicity campaign to coincide with improved website functionality
• Implement mobile version of site for enhanced convenience and member participation
• Chapter leadership training on implementation and use of Style Guide and Communications Calendar
• Define/Implement desired distribution schedule for Chapter-to-Member communications
• Evaluate Phase 1 execution and adjust strategy as necessary; Begin Phase 2 planning
Member Experience. Activated.
EXECUTION: CREATING A STYLE GUIDE
Member Experience. Activated.
EXECUTION: BUILDING YOUR DATABASE
Member Experience. Activated.
EXECUTION: ACTIVATING YOUR DATABASE- RIGHT MESSAGE, RIGHT MEMBER
Member Experience. Activated.
EXECUTION: CREATING AN EVENT MARKETING ACTION PLAN
Member Experience. Activated.
EXECUTION: CREATING AN EDITORIAL CALENDAR/ROLES
Member Experience. Activated.
EXECUTION: INSTITUTING A PRODUCTION PROCESS
Having an organized plan will lead to more effective
communications
Member Experience. Activated.
Technology
Health/Fitness
Dining
Wine
Events
Board Dynamics
Family Fun
COMMUNICATION AS A SERVICE: EDUCATION INTERESTS = VALUE
Member Experience. Activated.
Videos
Photos
Podcasts
Polls
Contests
Lifestyle Content
COMMUNICATION AS A SERVICE: ENTERTAINMENT = VALUE
Member Experience. Activated.
COMMUNICATION AS A SERVICE: CREATING CONVENIENCE
Member Experience. Activated.
eMagazine Content
COMMUNICATION AS A SERVICE: PROVIDING A MULTI-CHANNEL APPROACH
Member Experience. Activated.
COMMUNICATION AS A SERVICE: MAKING IT RELEVANT/TARGETED
THE FUTURE MEMBER EXPERIENCE…ENHANCED
Member Experience. Activated.
Member Experience. Activated.
Members to Chapter
•eCommunications•Website/ePublications•Social Media•Polls•Surveys•Transaction modules
•Analytics•Preferences•Direct Feedback•Spending•Conversions
•Targeted Messaging
•Improved Programming
•Memorable MomentsChapterto Members
ACTIVATION & FEEDBACK LOOPS: ANALYZE, ACTIVATE, ADAPT
Member Experience. Activated.
CHAPTER
ACTIVATION & FEEDBACK LOOPS: THE ULTIMATE END RESULT
Final Thoughts…
In order to keep Chapter Members
engaged, your programs and education
(including your communications!) must be
relevant, personalized and targeted –
and delivered through the Member’s
preferred communications channel(s).
The new Chapter Member is a
“Connected” Member and he/she will
make up the bulk of your Chapter moving
forward.
Chapters must start planning now in
order to accommodate the needs and
expectations of today’s Members and the
next generation to come…
Strategic communications planning is
essential for introducing new programs
and services that will continuously engage
your members…for life!
Member Experience. Activated.
Member Experience. Activated.
INDUSTRY LEADERSHIP & EDUCATION: TAKE THE STAGE
The Floor is Yours…
Member Experience. Activated.
Thank You!Stephen Ready617-566-7055 [email protected]