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Presentation Title (24 point Arial; color = white)

Presentation Title (24 point Arial; color = white). Section Title (12 point Arial; color = white). SHRM Insider Information November 19, 2010. SHRM Insider Information. Program Outline Association membership trends Recruitment Sources of prospective members Message and offer ideas

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Presentation Title (24 point Arial; color = white)

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  1. Presentation Title (24 point Arial; color = white) Section Title (12 point Arial; color = white) SHRM Insider InformationNovember 19, 2010

  2. SHRM Insider Information • Program Outline • Association membership trends • Recruitment • Sources of prospective members • Message and offer ideas • Engaging New and Current Members

  3. SHRM Insider Information • Membership Recruitment Analysis: Questions to Ask • Who is my current audience? • Age range, average age? • Male vs. female? • What company sizes are represented? • What is the experience level? • What industries are represented? • Who is my prospective audience? • What is my message? • Value proposition of joining a chapter or attending meetings? • What can you offer that others don’t or can’t? (convenience, local content/programs, etc.) • What are the most effective and/or cost-effective marketing options? • Cost vs. return

  4. SHRM Insider Information • Collect information on current members to help target new ones • What info? • Basic demographics (age, industry, title, company size, for profit/non-profit, company revenue) • Career focus and interests • Current HR issues and challenges • What they value most about their membership • How? • SHRM demographic research • Your chapter membership applications • Meeting/resource evaluations • Periodic online/ e-mail surveys • External data sources such as census data

  5. SHRM Insider Information • Use Collected Information to: • Identify the right prospects • Develop and promote relevant programming and resources • Determine preferred delivery methods • Differentiate communications based on segments of your membership • Document successes and challenges in collecting information and use it for future learning and institutional knowledge

  6. SHRM Insider Information • Prospect Sources • SHRM’s at-large members • Your lapsed members • Non-member event attendees • Encourage current members to bring a friend • Invite local businesses to an educational session or coffee break/networking reception • Member-get-a-Member campaigns (reward current members for referrals) • Visitors to your website (offer free content in exchange for their contact info) • Rented Lists (book buyers, seminar attendees, etc) • Local business groups (Chamber of Commerce, small /independent business associations) • Exhibit at state or chapter SHRM conferences or other competitor’s HR tradeshows

  7. SHRM Insider Information • More Prospect Sources… • Social media/online groups (LinkedIn, Facebook, Twitter, etc) • Encourage your members to “Like” your chapter or posting to help spread your company name • Local advertising that drives to a landing page • Let prospects sign up for your chapter’s newsletter • Student Members from Local Colleges/Universities • Good feeder pool into your chapter, and they know other students or recent graduates!

  8. SHRM Insider Information • Messaging to at-large • Chapter Strengths: • Conference/Seminars, etc • Local networking • Accessibility • State specific information • SHRM’s Strengths: • National/global information relevance • Website access/information • Broad- based professional development offerings • Resources (worldwide networks, research, etc) • Brand awareness • Knowledge Center • Depth of content and information through webcasts, online chats, etc. • National research and publications

  9. SHRM Insider Information • Messaging Advice • Touch an Emotion • Testimonial Campaign – talk to your members and ask them why they belong to your chapter. • WIIFM- “What’s in it for me” is more relevant than stating all of the benefits to prospects. • Customize as much as possible • Always be testing! Test different messages and designs and measure success.

  10. SHRM Insider Information • Messaging Offer • Use a deadline – create a sense of urgency • Try discounts or promotional giveaways as extra incentive • Offering more helps (15 months for 12) • Payment methods: • Credit cards will increase response rates • Bill-me options increases up-front response rates • Offer First and Multiple Year Discounts • Negative messaging often works- what will they miss, not accomplish, not be aware of, etc • Local legislative/compliance issues are a good draw • Track responses and return on investment by initiative

  11. SHRM Insider Information • E-mail Formats • Clear call to action at top and bottom • Include deadline for action (shorter deadlines create urgency) • Design for text and html versions • Personalize/segment • “From” line : Limit to 16-20 characters • “Subject” line: • Include organization name • Limit to 45 characters • Avoid spam alerts (Free, !!!, etc) • Proofread, spellcheck • Clean layout • Use professional design and/or copywriting when possible

  12. SHRM Insider Information • When possible, use e-mail software where you can download reports, such as delivery, open and click through by url • Metrics to track: • Open Rates • Click-through rates • Response/conversion Rates • Email blasts must have an opt-out • Be as specific as possible on the opt-out and make a phone, reply e-mail and address available • Try not to send attachments, as those e-mails are often blocked by recipients’ ISPs. Post files on your website and provide links instead. • Finally, continually test! • Subject line • Message content and appearance • Date, time sent

  13. SHRM Insider Information • Telemarketing • Personalized communication • Testimonial-type script called by board members • Ads • Drive to a landing page • Good for branding • Frequency versus size of ad • Corporate/bulk memberships • Provide discounts to local businesses if they pay for a certain number of members

  14. SHRM Insider Information • Ideas for welcoming new members • Welcome e-mail to new members • Mailed welcome letter or member kit • Membership card or certificate • Welcome phone call • With follow up information by email • Special discounts • Announcement of new members at next chapter meeting • New member webcast or online chat • Send link to recorded welcome video • from Chapter President

  15. SHRM Insider Information • Visit the Direct Marketing Association website for good marketing resources at www.the-dma.org • Privacy information can be found at www.the-dma.org/privacy. • Sites with good marketing tips include • Marketing Profs, www.marketingprofs.com – free newsletter • MarketingSherpawww.marketingsherpa.com – free newsletter • membershipmarketing.blogspot.com • Email Institute www.emailinstitute.com – free newsletter • Smartbrief on Social Media www.smartbrief.com – free newsletter

  16. SHRM Insider Information • QUESTIONS??? • Lisa Diener, Director Membership Marketing • Lisa.diener@shrm.org • Chantal Rotondo, Manager, Acquisition Marketing • Chantal.rotondo@shrm.org • Teresa Sullivan, Account Executive, Marketing General Inc. • Tsullivan@marketinggeneral.com

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