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April 28, 2011 Lisa A. Juhl Director of Marketing | Membership Committee Chair

April 28, 2011 Lisa A. Juhl Director of Marketing | Membership Committee Chair. What the NBO Promised: November 2010 (St. Louis Board Meeting).

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April 28, 2011 Lisa A. Juhl Director of Marketing | Membership Committee Chair

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  1. April 28, 2011 Lisa A. Juhl Director of Marketing | Membership Committee Chair

  2. What the NBO Promised: November 2010 (St. Louis Board Meeting) An arsenal of new (or updated) marketing, membership and public relations materials designed to increase awareness of the MBCA for the purpose of getting and keeping more Members. 1

  3. What the NBO Promised: November 2010 (St. Louis Board Meeting) An arsenal of new (or updated) marketing, membership and public relations materials designed to increase awareness of the MBCA for the purpose of getting and keeping more Members. Designed around the campaign theme, “Beyond Ownership. Membership.” 1

  4. What the NBO Delivered: First Quarter 2011 170 three-ring binders (“Tool Kits”) delivered to: • (8) National Board Members • (11) Regional Directors • (83) Section Presidents • (50) Section Membership Chairs • (9) NBO Staff* • (3) MBUSA Staff** • (6) National Membership Committee Chairs * Includes Adam Lumsden, Gary Anderson, Gene Ramp **Includes Geoff Day, Adam Paige, Christine Chase 2

  5. What the NBO Delivered: First Quarter 2011 (cont’d) Inside each binder: 1. Letter of Introduction to Club Ambassadors 3

  6. What the NBO Delivered: First Quarter 2011 (cont’d) Inside each binder: 1. Letter of Introduction to Club Ambassadors 2. NBO Staff Directory 3

  7. 3. Tools to Get Members • “The Importance of Member Recruitment” 4

  8. 3. Tools to Get Members • “The Importance of Member Recruitment” • MBCA Fact Sheet 4

  9. 3. Tools to Get Members • “The Importance of Member Recruitment” • MBCA Fact Sheet • Membership Application 4

  10. 3. Tools to Get Members • “The Importance of Member Recruitment” • MBCA Fact Sheet • Membership Application • Door Hanger/Contact Card 4

  11. 3. Tools to Get Members • “The Importance of Member Recruitment” • MBCA Fact Sheet • Membership Application • Door Hanger/Contact Card • Classified Ad | Display Ad Templates 4

  12. 3. Tools to Get Members • “The Importance of Member Recruitment” • MBCA Fact Sheet • Membership Application • Door Hanger/Contact Card • Classified Ad | Display Ad Templates • Newspaper Advertising Rate Sheet – How to design your own print ad 4

  13. 4. Tools to Keep Members • “The Importance of Member Retention” 5

  14. 4. Tools to Keep Members • “The Importance of Member Retention” • Relationships. Relationships. Relationships. 5

  15. 4. Tools to Keep Members • “The Importance of Member Retention” • Relationships. Relationships. Relationships. – Sample “Welcome to the Club” letter 5

  16. 4. Tools to Keep Members • “The Importance of Member Retention” • Relationships. Relationships. Relationships. – Sample “Welcome to the Club” letter – Sample “Thank You for Renewing Your Membership” letter 5

  17. 4. Tools to Keep Members • “The Importance of Member Retention” • Relationships. Relationships. Relationships. – Sample “Welcome to the Club” letter – Sample “Thank You for Renewing Your Membership” letter • U.S. Loyalty Rewards Program Ad (promote often in Section newsletters) 5

  18. 4. Tools to Keep Members • “The Importance of Member Retention” • Relationships. Relationships. Relationships. – Sample “Welcome to the Club” letter – Sample “Thank You for Renewing Your Membership” letter • U.S. Loyalty Rewards Program Ad (promote often in Section newsletters) • List of (17) Member benefits and how to remember them in conversation 5

  19. What the NBO Delivered: First Quarter 2011 (cont’d) • Benefit Partner logos (promote often in Section newsletters) 6

  20. What the NBO Delivered: First Quarter 2011 (cont’d) 5. Tools to Get Local Publicity • Announce Local Officers 7

  21. What the NBO Delivered: First Quarter 2011 (cont’d) 5. Tools to Get Local Publicity • Announce Local Officers • Announce Local Events 7

  22. What the NBO Delivered: First Quarter 2011 (cont’d) 5. Tools to Get Local Publicity • Announce Local Officers • Announce Local Events • “How to Get the Media’s Attention” 7

  23. 6. Tools to Strengthen, Unify Internal & External Communications • Branding & Style Guide 8

  24. 6. Tools to Strengthen, Unify Internal & External Communications • Branding & Style Guide • Newsletter Copy & Layout Guidelines – Printed Newsletters 8

  25. 6. Tools to Strengthen, Unify Internal & External Communications • Branding & Style Guide • Newsletter Copy & Layout Guidelines – Printed Newsletters • MBCA Business Cards (use often) 8

  26. 6. Tools to Strengthen, Unify Internal & External Communications • Branding & Style Guide • Newsletter Copy & Layout Guidelines – Printed Newsletters • MBCA Business Cards (use often) • The Club Communicator Newsletter – Second Half 2010 8

  27. 6. Tools to Strengthen, Unify Internal & External Communications • Branding & Style Guide • Newsletter Copy & Layout Guidelines – Printed Newsletters • MBCA Business Cards (use often) • The Club Communicator Newsletter – Second Half 2010 • 3-Minute Video Messages from the NBO 8

  28. 7. CD ROM and printed instructions for accessing and designing tools supplied for categories recruitment, retention and publicity 9

  29. What the NBO Invested: First Quarter 2011 25 cents x 30,000 (two press runs) = $7,500 + 10

  30. What the NBO Invested: First Quarter 2011 25 cents x 30,000 (two press runs) = $7,500 + 37 cents x 5,000 (two press runs) = 1,850 + 10

  31. What the NBO Invested: First Quarter 2011 25 cents x 30,000 (two press runs) = $7,500 + 37 cents x 5,000 (two press runs) = 1,850 + 30 dollars x 170 = $5,100 + 10

  32. What the NBO Invested: First Quarter 2011 25 cents x 30,000 (two press runs) = $7,500 + 37 cents x 5,000 (two press runs) = 1,850 + 30 dollars x 170 = $5,100 + Ship = $1,600 Total = $16,050 10

  33. Return on Investment: First 60 Days Orange County Section Nadine Schwartz This Section recognized by Vertical Response (4.11.11) as a winner of VR’s quarterly customer awards program. Awarded to top 500 small businesses with high “email engagement rates” (consistently high number of OC Section members open and click-through their Club’s emails each month) 11

  34. Return on Investment: First 60 Days Orange County Section Nadine Schwartz This Section recognized by Vertical Response (4.11.11) as a winner of VR’s quarterly customer awards program. Awarded to top 500 small businesses with high “email engagement rates” (consistently high number of OC Section members open and click-through their Club’s emails each month) Central Georgia Section President Charles Utrias Negotiated with Columbus, Macon and Albany, Georgia Dealerships to put Club Membership Application into Dealers’ new owner information packets (~150 packets/month) Columbus Dealer will also include CGS’s events and activities in their monthly customer emails 11

  35. Return on Investment: First 60 Days (cont’d) Kansas City Section President Jeff Klepac “At breakfast meetings with Members, I try not to sit with the ones I know best (or my favorites) but rather, try to sit by folks I don’t know as well in hopes of getting to know them better. I do my best to not talk about ‘me’ but rather ask questions that allow them to talk about themselves and their interests.” 12

  36. Return on Investment: First 60 Days (cont’d) Kansas City Section President Jeff Klepac “At breakfast meetings with Members, I try not to sit with the ones I know best (or my favorites) but rather, try to sit by folks I don’t know as well in hopes of getting to know them better. I do my best to not talk about ‘me’ but rather ask questions that allow them to talk about themselves and their interests.” North Texas Section President Lee Ewing “As Section President, I feel that it is important to stay in touch with Members. Even though I have a little over 600 Members, I still call them to be a little more personable with them and get their ideas and thoughts about the Club. This helps with membership relationships and retention.” 12

  37. Return on Investment: First 60 Days (cont’d) Kansas City Section President Jeff Klepac “At breakfast meetings with Members, I try not to sit with the ones I know best (or my favorites) but rather, try to sit by folks I don’t know as well in hopes of getting to know them better. I do my best to not talk about ‘me’ but rather ask questions that allow them to talk about themselves and their interests.” North Texas Section President Lee Ewing “As Section President, I feel that it is important to stay in touch with Members. Even though I have a little over 600 Members, I still call them to be a little more personable with them and get their ideas and thoughts about the Club. This helps with membership relationships and retention.” Central Ohio Section President Rodd Masteller • Will launch a new, more interactive website in May 2011 and sell ad space on website to help create revenue • Will start advertising in local newspaper • Will promote Club through other Mercedes-Benz enthusiast websites • Will dig deep into marketing, membership & PR binder and do more with that 12

  38. Where We Stand: First Quarter 2011 Membership up 1.6% 13

  39. Where We Stand: First Quarter 2011 Membership up 1.6% Length of membership term slowly increasing 13

  40. Where We Stand: First Quarter 2011 Membership up 1.6% Length of membership term slowly increasing And speaking of membership terms and retention …” 13

  41. The (Temporary) State of Car Club Membership October 2010: Bruce Hazard, BMW CCA President Report The Problem — External • 250,000 BMW’s sold in 2010 14

  42. The (Temporary) State of Car Club Membership October 2010: Bruce Hazard, BMW CCA President Report The Problem — External • 250,000 BMW’s sold in 2010 • Attracted ~ 17,000 Members 14

  43. The (Temporary) State of Car Club Membership October 2010: Bruce Hazard, BMW CCA President Report The Problem — External • 250,000 BMW’s sold in 2010 • Attracted ~ 17,000 Members • Lost ~ 9,010 Members (53%) 14

  44. The (Temporary) State of Car Club Membership October 2010: Bruce Hazard, BMW CCA President Report The Problem — External • 250,000 BMW’s sold in 2010 • Attracted ~ 17,000 Members • Lost ~ 9,010 Members (53%) • Predominantly one-year term 14

  45. The (Temporary) State of Car Club Membership October 2010: Bruce Hazard, BMW CCA President Report The Problem — Internal • Vilfredo Pacto’s 80-20 rule applies: “Roughty 80% of the effects come from 20% of the causes” 15

  46. The (Temporary) State of Car Club Membership October 2010: Bruce Hazard, BMW CCA President Report The Problem — Internal • Vilfredo Pacto’s 80-20 rule applies: “Roughty 80% of the effects come from 20% of the causes” • Believes 80% Recruitment must come from National efforts; 20% from Section 15

  47. The (Temporary) State of Car Club Membership October 2010: Bruce Hazard, BMW CCA President Report The Problem — Internal • Vilfredo Pacto’s 80-20 rule applies: “Roughty 80% of the effects come from 20% of the causes” • Believes 80% Recruitment must come from National efforts; 20% from Section • Believes 80% Retention must come from Section interaction with Members; 20% from National 15

  48. The (Temporary) State of Car Club Membership October 2010: Bruce Hazard, BMW CCA President Report The Problem — Internal The Problem — Internal • Many ideas exchanged; very few executed – No tools from National – Lack of Section interest – Too difficult/too inconvenient for Sections to effect change 16

  49. The (Temporary) State of Car Club Membership (cont’d) October 2010: Bruce Hazard, BMW CCA President Report The Solution • Formation of new Committee – High energy – One representative per Region – Meet bi-monthly – “Solicit, synthesize and bring forward to the National Board ideas and recommendations to improve membership retention and recruitment, to be implemented by local Chapters and/or the National office.” 17

  50. The (Temporary) State of Car Club Membership (cont’d) October 2010: Bruce Hazard, BMW CCA President Report The Solution (cont’d) • Committee works directly with Chapters and Members (member-conceived; member-driven) 18

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