National and Component Collaboration for Membership Growth

National and Component Collaboration for Membership Growth

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  A case studyof National and Components working together to grow membership. National & Component Collaboration for Membership Growth
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  Kyle Bazzy Director ofGrowth Billhighway Proud Detroiter Scott Oser President Scott Oser Associates Who We Are & What We Do
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  Have you… 01 Attemptedmembership collaboration with components? 02 Currently dedicated resources to it? 03 Planning to try it in the future?
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  The Hearth, Patio& Barbecue Association - HPBA THE CASE STUDY How one trade association developed a multi-channel recruitment campaign with limited resources & collaboration from National and components. GOAL: Increase membership at both National and components in a tough-to-reach member category.
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  Stronger Connections Components had stronger connectionswith the target prospect member audience. HPBA Challenges National & Component Relationship Relationship not as cohesive as it could have been. Many variables (e.g. Components vary in structure and leadership). Limited Resources Like most organizations, time, capacity and dollars aren’t unlimited.
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  Steps Towards Implementation
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  STEP 1 Enlist Helpof Membership Committee National role: Manage responsibilities, roles and expectations Component role: N/A Steps Towards Implementation
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  STEP 2 Review InternalResources National role: Talk to key players at National and Affiliates Component role: Actively participate in conversation in timely manner Steps Towards Implementation
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  STEP 3 Complete Research Nationalrole: Compile list of assets and analyze value Component role: N/A Steps Towards Implementation
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  STEP 4 Develop Strategy& Implementation Plan National role: Create plan to include, who, what, when, where and why Component role: Review plan for ability to implement Steps Towards Implementation
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  STEP 5 Define Roles& Responsibilities National role: Determine and present roles and responsibilities Component role: Review and commit to agreed upon roles and responsibilities Steps Towards Implementation
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  Implementation Plan
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  STEP 1 Develop DirectMail Lists & Materials National role: Execution of communication & materials Component role: Provide logos, input into content and mailing lists for prospecting Implementation Plan
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  STEP 2 Develop TargetedBrochures National role: Develop marketing pieces Component role: Content review, approval & sign off Implementation Plan
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  STEP 3 Organize Communications Around‘National Call Day’ National role: Organize National Staff and work with Components as needed Component role: Schedule and organize their own day Implementation Plan
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  STEP4 Recruit Volunteers, MakeCalls, Distribute Materials & Send Results for Tracking National role: Send direct mail for all markets and materials to Affiliates Component role: Identify manufacturers reps and provide them with marketing materials Implementation Plan
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  Know & Speakto Your Target Audience • Tweaks and changes for US vs. Canada
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  Reference the collaboration,ties National to the relationship that the affiliate holds “On behalf of the Board of Directors of the Hearth, Patio and Barbecue Association and it’s Northeast Affiliate (NEHPBA), we are pleased to extend to you a special invitation to join HPBA.” Segmented & targeted by location to educate which local affiliate was nearby “Northeast Affiliate (NEHPBA), Affiliate meetings provide a cost effective way for you to access incredible information at a location close to your office.” Quotes add social proof “You are either on the bus or you are not. The NEHPBA is a bus full of knowledge and great people. Jump on!” –Charlie Page, President Incentivize “HPBA members are entitles to a discount price on certification courses and exams that are offered by the affiliate through the National Fireplace Institute.”
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  Support Make sure youare providing what components need to get the job done right. Key Takeaways Measure Ensure you’re set up to properly track and monitor performance of the initiative. Segment Customize your outreach to maximize impact.
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  Q&A – AskAway!