Turning Membership Inside Out: ASPB's Digital Transformation
1. Turning Membership
Inside Out
Susan Cato, Director, Digital Strategy & Member Services, ASPB
Maddie Grant, Digital Strategist, Culture That Works/WorkXO
Joe Colangelo, CEO, Bear Analytics
6. From Membership to Community
Shi$ from tradi-onal – transac-onal
membership to one of COMMUNITY.
7.
8. Who Is Our Audience?
Members
Potential
Marketplace Events
Publica-ons
Newsle>er
Commi>ees
Website
Emails
Training
9. How Big Is Our Market?
Existing ASPB
Relationships!
Abandoners!
Abstracts!
Authorship!
Bookmarks!
Email & Marketing!
Event (Reg, Exh, Sponsors)!
Journals & Publications!
Growth in
Exchange
Members!
Lapsed/ Non-Members!
Membership!
Reviewers!
Section Meetings!
Section Dues!
70+
Spreadsheets!
3,000,000!
Data Points!
148,000!
Individual Records!
10. How Big Is Our Market?
Existing ASPB
Relationships!
Abandoners!
Growth in
Exchange
Members!
Organic: member growth fueled by
usage, sharing, and networking within
the ASPB Plant Science Exchange!
Industry Growth: members entering
the industry via undergrad, post docs,
and researchers!
Partnership Development: dedicated
alliances form for the acquisition of
members, content, or both.!
Academic Institutions!
Companies !
Societies & Associations!
Other Agencies!
ASPB existing channels!
Intra-community growth!
11. How Big Is Our Market?
Existing ASPB
Relationships!
Abandoners!
Growth in
Exchange
Members!
o Individuals who no longer interact, sign into, or
engage with the ASPB Plant Science Exchange!
o Users who change jobs, retire, or other!
o The impact on total membership and revenues!
18. • A broad foundation and collective voice for the global
plant science community
• A place where plant scientists go to find what they need:
people, funding resources, career info, professional
development,
• A global network that facilitates connections among
individuals and collaborative groups
• A place to share and access exceptional tools and
resources
• A platform for partnerships with interested organizations
• A marketplace for publications, content, tools and more
Plantae is:
20. • Free to anyone who wants to join
• Premium membership for additional access
and discounts
• ASPB membership comes with Plantae
premium, and possibly other memberships
• The “amazon marketplace” model allows
other organizations to offer products,
memberships, publications, and more
Business Model
21. Total
Plantae
Users
The Business Model: Mirroring Amazon
Plantae
Premium
Users
$99-129
Primary revenue
stream
Ad hoc purchased items ($TBD)
ASPB journal publica-ons ($199)
Secondary revenue streams
Ad hoc purchased items
Ter-ary revenue streams
Marketplace commissions (30%)
Other revenues – ads, etc ($TBD)
Revenue Model
26. Contact Us
Susan Cato
Director, Digital Strategy &
Member Services
ASPB
scato@aspb.org
@susancato
Maddie Grant
Digital Strategist
Culture That Works /
WorkXO
mgrant@workxo.com
@maddiegrant
Joe Colangelo
CEO
Bear Analytics
Joe@BearAnalytics.com
@JoeColangelo
@BearAnalytics