TESOL 2006 Affiliate Leaders’ Workshop
“Marketing Affiliates and Recruiting Members: A Collaboration of Texas Affiliates”
Macarena Aguilar, Fu-An Lin, Anne-Marie Schlender, Don Weasenforth
14 March 2006
1
adapted from: http://inventors.about.com/library/bl/toc/blmarket.htm
I. MARKET ANALYSIS
A. Target Audience
1. What constituents will our affiliate serve?
Constituents
Percent of “Market”
a. Public Schools
b. Adult Education Programs
c.
Universities
d. Colleges
e. Proprietary Programs
2. How will our affiliate target constituents?
a. Geographic area(s): ___________________________________________________________
b. Level of education: ___________________________________________________________
c.
Source of income: ____________________________________________________________
d. Source of expertise/professional development: _____________________________________
e. Source of political influence: ____________________________________________________
3. What services/needs interest our targeted constituents? (cf. Advertising/Promotion below for methods to determine
services/needs.)
prestige
employment
scholarships, grants, awards
networking
professional development
commercial benefits
4. Which constituency will be most interested in our affiliate’s services?
B. Competition
1. With what alternative organization(s) does our affiliate compete (for membership, volunteer work, etc.)?
(e.g., public schools, BEAM, NAFSA, CASP/NADE, SOCALLT/IALLT, CALICO, CSMLA/MLA, FLEX,…)
Organization: _______________________________________________________________________
Primary objectives/mission: ____________________________________________________________
Location: ___________________________________________________________________________
Years in existence: ___________________________________________________________________
Target population: ___________________________________________________________________
Number of members: _________________________________________________________________
Fees: ______________________________________________________________________________
Services: ___________________________________________________________________________
TESOL 2006 Affiliate Leaders’ Workshop
“Marketing Affiliates and Recruiting Members: A Collaboration of Texas Affiliates”
Macarena Aguilar, Fu-An Lin, Anne-Marie Schlender, Don Weasenforth
14 March 2006
2
adapted from: http://inventors.about.com/library/bl/toc/blmarket.htm
2. What level (high, medium, low) and what types of competition does our affiliate face?
(E.g., TexTESOL identified NAFSA as serious competition for volunteers and attendees at regional and State conferences.)
3. What strengths and weaknesses compared to alternative organizations does our affiliate have (consider
such areas as financial/human/material resources, reputation, services, board member qualifications,
etc.):
Strengths
Weaknesses
1.
1.
2.
2.
3.
3.
4.
4.
C. Market Environment
1. What are some important economic factors (e.g., regional growth, industry, economic trends, grant
availability, etc.) that will affect our service?
__________________________________________________________________________________
__________________________________________________________________________________
2. What are some important legal factors that will affect our market?
__________________________________________________________________________________
__________________________________________________________________________________
3. What are some important government factors (e.g., BE/ESL funding, NCLB and other policy)?
__________________________________________________________________________________
__________________________________________________________________________________
4. Over what environmental factors (e.g., public school support, educational policy) which will affect our
market do we not have control?
__________________________________________________________________________________
__________________________________________________________________________________
II. SERVICE ANALYSIS
A. Description
1. What are our affiliate’s services?
__________________________________________________________________________________
__________________________________________________________________________________
Price/Quality
High
Medium
Low
Price/Quality Matrix Marketing Appeals
High
Medium
"Rolls Royce" Strategy
"We Try Harder" Strategy
"Out Performs" Strategy
"Piece of the Rock" Strategy
"Feature Packed" Strategy
"Keeps on Ticking" Strategy
Low
"Best Buy" Strategy
"Smart Shopper" Strategy
"Bargain Hunter" Strategy
TESOL 2006 Affiliate Leaders’ Workshop
“Marketing Affiliates and Recruiting Members: A Collaboration of Texas Affiliates”
Macarena Aguilar, Fu-An Lin, Anne-Marie Schlender, Don Weasenforth
14 March 2006
B. Comparison
3
adapted from: http://inventors.about.com/library/bl/toc/blmarket.htm
1. What advantages do our services have over those of the alternative organizations’ services (consider such
things as expertise, special training, etc.)?
__________________________________________________________________________________
__________________________________________________________________________________
2. What disadvantages does it have?
__________________________________________________________________________________
__________________________________________________________________________________
III. MARKETING STRATEGIES
A. Mission
1. What is our affiliate’s mission statement?
__________________________________________________________________________________
__________________________________________________________________________________
B. Image
1. What image does our affiliate want to portray?
__________________________________________________________________________________
C. Marketing Goals
1. What are our goals?
____ make our affiliate more visible
____ expand services
____ recruit members
____ recruit qualified leaders
____ (Other: ___________________________)
D. Reality Check and Projection
1.
2.
3.
Know thyself!
What is our membership fee? Is it in line with
our image/services? Does it, along with other
income, cover costs?
What are our conference/workshop registration
fees? Are they in line with our image/services?
Do they, along with other income, cover costs?
How many members do we currently have?
4. What percentage of our membership comes
5.
from: public schools, adult education, colleges,
universities, proprietary institutions? How does
the “mix” affect finances, board representation,
and professional development opportunities?
What services do we currently provide our
membership?
Where do we want to be in ____?
 Should we raise membership fees?
 Should we raise conference/workshop fees?
 How many members do we want to recruit and by
what date?
 Should we focus recruitment on specific
constituencies?
 Should we offer fewer/more services? Should we
offer difference types of service?
TESOL 2006 Affiliate Leaders’ Workshop
“Marketing Affiliates and Recruiting Members: A Collaboration of Texas Affiliates”
Macarena Aguilar, Fu-An Lin, Anne-Marie Schlender, Don Weasenforth
14 March 2006
4
adapted from: http://inventors.about.com/library/bl/toc/blmarket.htm
E. Advertising/Promotion
1. What do we wish to say about our affiliate?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
2. How will we prepare for marketing/recruitment?
a. Obtain tax-exempt status (reduced mailings and tax-free purchases)
b. Compile a directory (program and membership)
3. How will we determine the services/needs of our affiliate’s targeted constituents?
a. Survey (cf. Surveymonkey.com for online surveys: http://www.surveymonkey.com/)
b. Focus groups
c. Weblogs, wikis
4. What advertising/promotion sources will we use?
a. Radio public service announcements
b. Direct mailings
c. Personal contacts (email, phone)
d. Newspaper public service announcements
e. Professional magazines
f. Flyers
g. Brochures
h. Web site
i. Weblogs, wikis
j. Other___________
5. Why are the media we have chosen the most effective? (Consider cost, access to technology, scope and effectiveness
of access to audience, etc.)
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
6. With what other organizations can our affiliate collaborate for marketing and membership recruitment?
In what ways can we collaborate? (e.g., Publicize each other’s conferences, offer reduced joint membership fees, etc.)
7. From what TESOL resources can our affiliate benefit?
a. Affiliate Profile
b. Link to affiliate web site
c. Free TESOL memberships to new affiliate members
d. TESOL speakers for regional conferences
e. Affiliate listserv
8. How can we make it “easy” for new members to join?
a. Offer flexible means of joining (e.g., online registration)
b. Provide convenient payment. (e.g., PayPal)
c. Provide free membership for bringing in a certain number of new members
d. Offer institutional memberships
e. Offer reduced fees for 2- or 3-year memberships
f. Offer lower first-year dues for new members
g. Offer membership incentives
TESOL 2006 Affiliate Leaders’ Workshop
“Marketing Affiliates and Recruiting Members: A Collaboration of Texas Affiliates”
Macarena Aguilar, Fu-An Lin, Anne-Marie Schlender, Don Weasenforth
14 March 2006
5
adapted from: http://inventors.about.com/library/bl/toc/blmarket.htm
h. Schedule membership drive to coincide with annual conference/mini conference
 Include membership information in conference registration materials
 Include membership fee in conference registration fee
9. What is
a.
b.
c.
our plan to keep (new) members?
Advertise renewals in newsletter and include renewal form
Mail/Email reminders
Include expiration dates on mailings
IV. EXPENSES AND IMPLEMENTATION
Marketing/Recruitment Plan (2006)
Event/Activity
Start Date End Date
Budget
Magazine advertisements
2/1/06
3/31/06
$ 1,000.00
Personal contacts (email/phone) 4/15/06
5/15/06
$ 0.00
Direct mailings (postcards)
8/15/06
9/31/06
$ 900.00
Total
Coordinator
John Stewart
G’Anna Harris
Staci Brown
$ 1,900.00
Event/Activity
Magazine advertisements
Personal contacts (email/phone)
Direct mailings (postcards)
Marketing/Recruitment Plan
Timeline (2006)
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Below are copies of the forms for your own use:
Event/Activity
Marketing/Recruitment Plan
Start Date End Date
Budget
Event/Activity
Marketing/Recruitment Plan
Timeline
Coordinator
Total
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec