Get Your Membership Campaigns in Shape for 2014:

New Methods to Recruit, Retain & Delight

Wednesday, January 22, 201412:00pm – 12:45pm EST#asaewebinar

This complimentary webinar is brought to you by HighRoad Solution and ASAE-Endorsed Business Solutions.

Presented by:

Suzanne CarawanChief Marketing OfficerHighRoad Solution

6-Part Wednesday Lunch Learning Series for 2014

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Session 1: Get Your Membership Marketing in Shape for 2014January 22nd

Session 2: The CIA Method: Consolidate, Integrate & Automate Your CommunicationsMarch 5th

Session 3: How to Use Behavioral Data to Lead the Horse to Water & Get Them to DrinkMay 7th

Session 4: Newsletter of the FutureJuly 9th

Session 5: Get Your Buzz On-- Building Event Excitement through Digital Marketing Before, During & Post-Event

September 10th

Session 6: The Myths of Metrics: Creating Digital Communication Dashboards that MatterNovember 5th

Archived Lunch Learning Series

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Session 1: Mobile Email 101

Session 2: Email Deliverability Basics

Session 3: Go Social!

Session 4: Member Preference Center 101

Session 5: The Value of Integration

Session 6: Member Holiday Inbox Basics

Archives found at www.youtube.com/highroadsol

Your Presenter:

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Suzanne has been an ASAE member for many moons. Always working in high-tech marketing, Suzanne strives to “humanize” tech through focusing on user adoption and demand creation. A product and brand marketer by thought, word & deed, Suzanne has worked on many well-known brands within the association community including Advanced Solution International, Higher Logic, Intuitive Business Concepts, Reed Exhibitions, etouches and (C) Systems Global. She is a frequent industry speaker on the topics of brand, lead generation & digital marketing. She has spearheaded too many integrated marketing campaigns to count & loves HighRoad because they make email marketing & webinars easy.

Suzanne CarawanChief Marketing Officer

• Welcome Programs• Re-Permissioning Campaigns (especially Canadians!)• Hyperpersonalized, Automated Campaigns• Net Promoter/Satisfaction Surveys with Incentives• Renewal Programs• Text-to-Join• Facebook Sign-Ups & Contests• Birthday & Anniversary Campaigns

Today’s Content

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So 2013….

2014

Rise of Interesting Relevancy

From: http://www.business2community.com/content-marketing/content-marketing-essential-business-0707484#!sRZCI

Bottomed Out on Discounts

Rise of Content Marketing

From: http://prestoncottrell.files.wordpress.com/2010/10/heart_mind_heart1.jpg

Content Marketing & Brand Promise

Brand Promise & Trust

Best Way to Achieve Value

From: http://smbizmovement.com/wp-content/uploads/2013/10/TOMATO.jpg

New Ways to Stay Top of Mind: Pre-Membership Commitment

• Content Marketing• Event Marketing• Social Marketing• Mobile Marketing

Demand Creation & Lead Gen

Top Trends in Content Marketing

Hyper-Personalized Automated Newsletters

Drip Campaigns Based on Response

• Send prospect list invitation to event (webinar, roundtable, seminar, class, conference)

• Prospects that register get thank you (3 days)

• Receive articles & links of interest on webinar topic (7 days)

Drip (Nurture) Campaign Example #1

• Post contest or sign-up on Facebook

• Prospects that enter get thank you (1 day)

• Receive video & articles on interest (5 days)

Drip (Nurture) Campaign Example #2

• Why people are members• Who is a member (name dropping)• What membership gets you (WIIFM)• Debunking myths about membership• Connecting with various sub-groups (age,

gender, ethnicity, career stage, etc) *** need data!

Storytelling & Testimonials

• Provide an option to join in on content that is pre-membership

Text-to-Join

New Ways to Stay Top of Mind: at the Time of

Membership Commitment

• Automate! Send as fast as possible post-transaction to instill trust & reinforce decision

• Send a voice message from CEO/ED• Use a more intimate tone of voice• Provide links to online welcome kit using

video, but open to all• Ask for additional information NOW!

Welcome Programs

• Embrace the survey!• Top data to collect in 2014:

– Mobile phone numbers & carriers– Time preferences to receive info– Topics/areas of interest– Country! – Zip codes

• **Connect in multiple data systems and put into email database for prospecting

More Info, Better Service

New Ways to Stay Top of Mind: During the Member Relationship

Marketing “Things”

• Discounts• Events• Publications• Products• Discounts• Registration Dates

Marketing Benefits

• What People Did with Info• How Org is Moving the

Industry Forward• People that are Members

and Doing Great Things• Power of a Unified

Organization• How Org’s Work is

Impacting Jobs/Environment/Safety

Market What Matters

• Market what they aren’t using: – Communications preference page– Different newsletters they’re not getting– Mobile app they’re not using – Online communities– Social

• Find out why they aren’t using—– Improve, Ignore or Sunset (Eliminate)

During the Membership

Keep Learning About the Member

• Birthday Emails• Anniversary Emails• Solicit updates from membership and

publish to social, as appropriate• Re-permissioning Campaigns (especially

for CASL compliance)

During the Membership

Mobile Alerts/Notifications- Inside Edge

• During the membership (not at onboarding and not at exit)—ask the pivotal question:

– Would you recommend membership to a colleague?

• Use the results! Market the results!

Net Promoter Score Evaluations

New Ways to Stay Top of Mind: Renewals

Membership Expiration Warning:– DON’T start 6 months into the membership!– 60-30 day timeframe for trade– 30-15-day of timeframe for individuals

Renewal Win Back Campaigns:

- Try the phone first to understand Loss

-15-30 and then on the month

Recurring Messages

Storytelling Renewal Emails

• Develop digital campaigns that identify key pre, during and post-membership touchpoints

• Automate wherever possible • Get to hyper-personalization based on

profile data

Summary

Questions?

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Suzanne CarawanChief Marketing Officer

Please join us for our next Lunch Learning session:

The CIA Method: Consolidate, Integrate & Automate Your Communications

March 5th

12:00 – 12:45 p.m. EST

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Thank you!Other questions for Jenny?

Contact ASAE Business Services, Inc.

Email: EndorsedSolutions@asaecenter.orgCall 202.626.2880

Tweet us at #asaewebinar