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Strategic Plan for PR Success: Growing Membership in District 71

Develop a detailed PR plan to attract new members and guests while retaining current ones, utilizing various touchpoints like articles, local media, word of mouth, and networking. Implement strategies for direct guest outreach through the website and member referrals. Build a robust PR network and gather success stories from key contacts and experts. Challenge: Increase membership by 10% to meet annual targets and enhance club engagement.

jesse-burnett
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Strategic Plan for PR Success: Growing Membership in District 71

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  1. Plan for successful PR Hilary Briggs Public Relations Officer District 71

  2. The Challenge! • Current members: 7,000 • Estimated churn (40%): 2,800 • For 10% growth: 700 • New members required: 3,500 pa • Guests required (1/3 convert) :10,000 pa • PR touches req’d(1% read/hear): 1M pa • For action (typically 7 touches): 7M pa

  3. How? - Example • Articles (4/mth, 50k views each): 2.5M • Local media (25 clubs, 4/yr, 10k views): 1.0M • Word of mouth (7k, talk to 1/day): 2.5M • Networking (1k speak to 30/wk): 1.5M • Total: 7.5M

  4. How? Go for guests directly… Use the things which seem to work most consistently: • Website: 2 guests/mtg (2x25mtgsx250 clubs) : 12,500 • Bring a guest: (7k membs – bring 1-2 guests pa) : 10,000

  5. Building the PR network Public Members Committee VPPR Area Govs “Experts” STORIES SUPPORT ADG Media D71.org Partner Orgs Target groups PRO

  6. My request to you… • Key PR contact person/Division • Success stories • “Experts” (e.g. on web/social media/networking)

  7. The Challenge! – by club • Current members: 30 • Estimated churn (40%): 12 • For 10% growth: 3 • New members required: 15 pa • Guests required (1/3 convert) :45 pa • PR touches req’d(1% read/hear): 4,500 pa • For action (typically 7 touches): 31,500 pa

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