The Chapter Playbook: Part 2 — Marketing, Membership and Events
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11 de May de 2017•0 gostou•376 visualizações
The Chapter Playbook: Part 2 — Marketing, Membership and Events
11 de May de 2017•0 gostou•376 visualizações
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Some call it a chapter toolkit, we call it a Chapter Playbook. In part 2 of this mini-series, we cover: - Marketing, membership and event information you should consider when creating your Chapter Playbook. - Key questions for you to ask yourself as you build out a toolkit for your chapters to follow to set them up for success. - Best practices to arm your chapters with to help them optimize their membership and event efforts.
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The Chapter Playbook: Part 2 — Marketing, Membership and Events
- 1. Chapter The Guide for Setting Your Chapters Up for Success Part 2: Marketing, Membership & Events Template adapted from Claudia Huss’ Chapter in a Box Playbook
- 2. Kyle Bazzy Director of Growth Proud Detroiter Billhighway Got Chapters? Founded in 1999 Who We Are/What We Do
- 3. vChapter Websites & Managing Data Improving Member Onboarding Marketing & Branding Events Who’s ready to make things happen?
- 4. Help Chapters With the ‘Who’: Personas
- 6. American Planning Assn. Branding Problem: • Different views about how members contributed to their communities • Using different colors, typography, etc. • Varying messages • Complaints from members regarding communications – couldn’t differentiate chapter, national, urgent, non-urgent, etc. https://www.asaecenter.org/resources/articles/an_magazine/2010/jan/many-chapters-one-brand-strategy Branding Solution: • Retained logo –strong brand recognition • Kept it simple for chapters: • Logo • Signature • Color palette • Newsletter masthead • Letterhead system
- 7. Potential email templates you should consider providing to chapters: • Monthly eNewsletter • New member onboarding series • Renewals reminders • Thank you emails Chapters can take advantage of user-friendly programs such as: Constant Contact, Magnet Mail, Mail Chimp or Outlook • Member benefit reminders • Event initiations/reminders • Education opportunities Email Marketing Templates Reference page 7 on the Chapter Playbook
- 9. Chapter Website It’s more than an online brochure… • Virtual representation of the organization and chapter • Members make membership decisions based on the website How can National be setting chapters up for website success? Reference page 9 on the Chapter Playbook
- 10. TECHNOLOGY Website templates Hosting Preferred vendors list CONTENT Member benefits Mission & vision Overall messaging How can National set chapters up for website success? SUPPORT How to start a chapter website How to maintain a site How to optimize usage of site Reference page 9 on the Chapter Playbook Chapter Website
- 11. Onboarding Campaign • Orchestrate first impressions • Set the state for a mind-blowing member culture • Leverage your association value trigger point Fueling new member experience, Amanda Kaiser’s new eBook: http://www.smooththepath.net/wp-content/uploads/2016/11/Fueling-Exceptional-New-Member-Experineces-Ebook.pdf Reference page 11 on the Chapter Playbook How can National help guide chapters? • What are your top chapters doing? • Share email and messaging templates • Most of all…help them leverage their local advantage…
- 12. NEW MEMBER MINGLE Ask questions, sign-up for an event & volunteer BUDDY SYSTEM Pair new members with existing Develop a mentor program Onboarding New Members Face-to-Face REMOTE HANGOUTS Offer remote or virtual hangouts for large chapters or traveling members Individual meetings to connect
- 13. Member Management • Chapters want higher retention? • Chapters want more engaged members? • Chapters want more members to attend their events? Help them understand why and how properly managed member data plays a key role in high performing chapters. Data = Adding member value. Reference page 12 on the Chapter Playbook
- 14. TECHNOLOGY Provide the technology OR Audit what chapters are currently doing and how you can help EXPECTATIONS Set clear and firm expectations for how member data should be managed, shared and leveraged How is National helping chapters manage better data? TRAINING Conduct training for chapter leaders to help define processes and expectations
- 15. 01 02 03 04 Conference Playbook • Advertising platforms such as digital displays, WiFi logins How can you help me generate more sponsorship revenue? • Height & weight restrictions of loading docks and elevators What should I know about moving in and out of your venue? • Optimize for networking • Peak member interest Can you help us design our event space? • Share shipping logistics with exhibitors & members What types of shipping assistance can you provide? Reference page 13 on the Chapter Playbook
- 16. Event Registration Reference page 14 on the Chapter Playbook Make sure your Playbook includes: • Expectations (or suggestions) for the number & type of events chapters should host each year • Information they must send to National about events (Event Summary Report) • Event registration best practices – list of tools or preferred providers • Security procedures for attendees’ financial & personal data • Sample event registration forms & suggested copy • Cancellations • Refunds • Substitutions • Edibility • Pricing • Advice for tracking event registration data in chapter databases
- 17. Event Promotion For the seasoned event planners, follow these tips to boost attendance: Ask for input upfront (and feedback after) 01 02 Select a convenient, affordable location 03 Consult your members when choosing a date 04 Don’t compete with similar events Provide options for multiple demographics 05 06 Offer incentives for early registrations/arrivals 07 Optimize your marketing efforts –show value 08 Ask members & speakers to help promote Reference page 15 on the Chapter Playbook
- 18. Event Sponsor Opportunities Include advice in the Playbook to help chapters understand how to provide value to sponsors while maintaining the integrity of the event experience for their attendees. Reference page 16 on the Chapter Playbook For example: • Advice from National and chapter staff on developing and marketing sponsorship programs • Questions to start a conversation about value with sponsors - lead to a win-win deal for sponsor & chapter • Samples of chapter sponsorship programs showing benefits provided at different tiers
- 20. Event Summary Report MARKETING Description of strategy & tactics; metrics; summary of what worked/didn’t work STATISTICS Number of registrants & attendees; sponsors, exhibitors & advertisers; revenue FEEDBACK Feedback & evaluations from attendees and sponsors/exhibitors Reference page 17 on the Chapter Playbook
- 21. Announcing Launch of… CRP Online Community HOW TO JOIN Contact Mark at mprevost@billhighway.com to join the free, online community
- 22. Q&A – Ask Away!
Notas do Editor
- We sent out the template via email beforehand, but if you didn’t receive it, we’ll drop the link now. Part 2 of mini series will cover: Membership, event and volunteer information you should consider when creating your Chapter Playbook Key questions for you to ask yourself as you build out a toolkit for your chapters Membership and event best practices for chapters
- What does BH do? Work with chapter-based associations to simplify the operations and financial complexities of having chapters.
- Branding Guidelines Creating a cohesive brand across National and all your chapters can bring a collaborative look to your name. Be sure to include where chapters can find the following information or assets: Organization’s mission statement and/or ‘about us’ statement Correct name and logo Color palette Typography Brand aligned imagery examples Include who they can contact at national if they are unsure where to find these or if they have questions
- Branding Guidelines Creating a cohesive brand across National and all your chapters can bring a collaborative look to your name. Be sure to include where chapters can find the following information or assets: Organization’s mission statement and/or ‘about us’ statement Correct name and logo Color palette Typography Brand aligned imagery examples Include who they can contact at national if they are unsure where to find these or if they have questions
- https://www.asaecenter.org/resources/articles/an_magazine/2010/jan/many-chapters-one-brand-strategy Branding Guidelines Creating a cohesive brand across National and all your chapters can bring a collaborative look to your name. Be sure to include where chapters can find the following information or assets: Organization’s mission statement and/or ‘about us’ statement Correct name and logo Color palette Typography Brand aligned imagery examples Include who they can contact at national if they are unsure where to find these or if they have questions
- Best Practice: Email Marketing Templates to Consider Potential email templates you should consider providing to chapters include: Monthly eNewsletter New member welcome Renewal reminders Member benefit reminders Event initiations/reminders Continuing education opportunities Chapters can take advantage of user-friendly programs such as ConstantContact, MagnetMail, MailChimp or Outlook to build their email communications.
- Email Best Practices Include a call-to-action (CTA) Verify that your email has clear and persuasive Make it easy for people to take action (sign up for an event, fill out a survey, nomination for an award) Have a compelling subject line Make your subject line compelling but keep it short (under 50 characters) Offer value to your recipients and invokes sense of curiosity, urgency or excitement Make sure your email is eye-catching Use bullet points, images and break text into short lines/paragraphs Ensure deliverability Encourage recipients to add your organization to a subscription list Recipient’s way of indicating that you want to receive emails Including these in your Chapter Playbook for chapters to leverage should help increase effectiveness of chapter email marketing.
- Onboarding Campaign Onboarding new members is something that chapters need to be successful at executing regardless of whether they are a brand new chapter, or they’ve been operating since 1955. Here are some key questions to help build your onboarding section: Are there specific onboarding tactics that other chapters or National have proved to be successful? Is there an onboarding email template(s) that chapter leaders/volunteers should be aware of? Is it clearly stated what type of experience a chapter should strive to provide a new member? Is there a clear expectation of how soon a new member should hear from their chapter after they sign up?
- Best Practice: Onboarding New Members Face-to-Face New Member Mingle Build experience by creating a “micro-involvement” event for chapters Provide opportunities for members to ask questions, sign-up for an event & volunteer Conference Buddy System Pair new members with existing members Develop a mentor program for existing members to share membership benefits Remote Hangouts Offer remote or virtual hangouts for large chapters and traveling members Invite new members to individual meetings to connect personally
- Member Management & Data Building a strong relationship with your chapter leaders/volunteers can be critical to both the success of National and the chapter. Developing a relationship that is based on mutual trust and shared interests can prove beneficial in the long run. Here are some key questions on what your expectations are of chapters for member management and data section: How often are chapters reviewing or sharing their member roster with National? How often does National review or sharing their member roster with the chapter? Are there opportunities for the chapter and National to work together to optimize renewal or new membership efforts leverage collective data and information? Are there best practices that chapters should follow to ensure they’re consistently maintaining member data and updating changes when necessary? E.g. should they be including specific information on event registration forms?
- Best Practice: Onboarding New Members Face-to-Face New Member Mingle Build experience by creating a “micro-involvement” event for chapters Provide opportunities for members to ask questions, sign-up for an event & volunteer Conference Buddy System Pair new members with existing members Develop a mentor program for existing members to share membership benefits Remote Hangouts Offer remote or virtual hangouts for large chapters and traveling members Invite new members to individual meetings to connect personally
- Best Practice: Questions Event Planners Should Ask Conference Venues When researching venues for your next event, these are the questions to ask: How can you help me generate more sponsorship revenue? Venue should help promote your sponsorship program with advertising platforms Ask about digital displays, video walls, WiFi logins, mobile apps, etc. What should I know about moving in and out of your venue? Ask for exact measurements of venue Need height and weight restrictions of loading docks and elevators Can you help us design our event space? Event manager should help you design the space to optimize networking Ask how to make the event different and unique for member interest What type of shipping assistance can you provide our exhibitors? Verify shipping logistics of venue and share with exhibitors and members Note: if you’re looking to promote activities into chapter events, here are some suggestions: Tours Social hours Networking receptions Speakers Panel discussions Community service projects
- Event Registration If National hosts an event registration system for chapters, also include information about: Which chapter staff/volunteer receive access to the event registration system. How to access the system. How to get training on the system. How to get support when chapters have questions about the system. Any costs to the chapters for using the system and how that cost is determined. How the event registration system is integrated with the chapter’s or National’s member database—and how that impacts the work they do as chapter staff or volunteer leaders.
- Event Promotion If you’re new to the process of planning an event, start simple. Create an email campaign, post the event on your chapter website and LinkedIn group, and reach out to National for additional help. For seasoned event planners, follow these tips to boost attendance: (Feel free to copy and paste the template text below and alter it to make better fit your association.) Ask for input upfront (and feedback after) Talk with your chapter leaders and members to find out what they want Send a short survey before and after event to find if it was successful Select a convenient, affordable location Make sure the location is convenient for members and cost efficient for your budget Consult your members when choosing a date Ask if the time of year, day of week and time is preferable Avoid holidays or weekdays (full-time jobs outside membership) Don’t compete with similar events If there’s already a similar event planned for the date/time you want, consider other dates Don’t want to lose registration by competing Provide options for multiple demographics Members may differ widely in age and interest Consider demographic when planning activities such as social hours, speakers, etc. Offer incentives for early registrations or arrivals Implement a early-bird discount for registrations and/or arrivals Offer discounts on registrations who sign up early Optimize your marketing efforts Highlight the event value of entertainment, agenda, location, speakers, etc. Ask members and speakers to help promote Empower your members and speakers to spread the word Ask them to reach out via phone, email and social media to boost attendance
- Event Sponsor Opportunities Sponsorships can help defray costs, grow membership and support the chapter. Consider developing a standardized sponsorship program for your chapters and encourage them to utilize at their next event. Sponsorship packages could include the following: Wifi Lunch Scholarship Badge sponsor Welcome reception Promotional table Tiered sponsorships
- Event Sponsor Opportunities Sponsorships can help defray costs, grow membership and support the chapter. Consider developing a standardized sponsorship program for your chapters and encourage them to utilize at their next event. Sponsorship packages could include the following: Wifi Lunch Scholarship Badge sponsor Welcome reception Promotional table Tiered sponsorships
- Event Summary Report In order to measure the success of an event for future planning, you must understand the positive and negative feedback from your event. Post-Event Surveys Collect event feedback from registered members and sponsors Distribute the results to your board and contact at National to improve future events Event Management Solution If you have an event management solution, you should be able to create a report that includes: Member registrations Financial review of expenses and revenue Venue volunteers and sponsors
- 15 minutes Ask – What topics do you want more of? Questions: What topics do you want more of? What other tools do you want to hear about? Where are you going/searching for to get info? What medium would you like tools to be delivered to you? (email, blog, social, online community/forum, etc)