Membership Promotion
Lee Stogner
IEEE Membership Development Committee
l.stogner@ieee.org
John Day
IEEE Membership Development Staff
j.day@ieee.org
Qiana Harder
IEEE Membership Development Staff
q.harder@ieee.org
IEEE-USA Annual Meeting
September 1, 2007
Phoenix, AR
www.ieee.org/md
Today’s Discussion …
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Introductions
The “Numbers” - July 2007 Membership Stats
Recent history, realities and opportunities
The Sales Team
Resources and Tools
Present Action
Future State
Fall Membership Development Campaign
Open Floor
Note: This is not a session to debate membership models.
We are here to learn how to organize to sell what we have today.
By Region / Higher & Student Grade
July 2007 Stats
Geographic IEEE Membership Summary - JULY 2007
HIGHER GRADE MEMBERS
REGION
1
2
3
4
5
6
R 1-6
7
8
9
10
R 7-10
2007
2006
32,621
27,695
24,245
18,837
23,855
50,408
177,661
11,730
42,116
6,143
38,762
98,751
33,094
27,976
23,980
19,029
23,731
50,612
178,422
11,476
39,702
5,919
37,258
94,355
TOTAL 276,412
272,777
STUDENT MEMBERS
Change
#
-473
-281
265
-192
124
-204
-761
254
2,414
224
1,504
4,396
3,635
2007
2006
%
-1.4%
-1.0%
1.1%
-1.0%
0.5%
-0.4%
-0.4%
2.2%
6.1%
3.8%
4.0%
4.7%
3,527
3,223
4,383
3,297
3,409
5,503
23,342
3,085
17,107
7,274
22,186
49,652
3,559
3,195
4,188
3,461
3,660
5,683
23,746
3,171
15,218
6,337
21,392
46,118
1.3%
72,994
69,864
Net Gain
TOTAL MEMBERS
Change
#
%
-32
-0.9%
28
0.9%
195
4.7%
-164
-4.7%
-251
-6.9%
-180
-3.2%
-404
-1.7%
-86
-2.7%
1,889
12.4%
937
14.8%
794
3.7%
3,534
7.7%
3,130
2007
2006
36,148
30,918
28,628
22,134
27,264
55,911
201,003
14,815
59,223
13,417
60,948
148,403
36,653
31,171
28,168
22,490
27,391
56,295
202,168
14,647
54,920
12,256
58,650
140,473
4.5% 349,406
Net Gain
342,641
Change
#
%
-505
-1.4%
-253
-0.8%
460
1.6%
-356
-1.6%
-127
-0.5%
-384
-0.7%
-1,165
-0.6%
168
1.1%
4,303
7.8%
1,161
9.5%
2,298
3.9%
7,930
5.6%
6,765
2.0%
Total Net Gain
Society By Division / Higher Grade, Student Grade, Affiliate
July 2007 Stats
`
`
IEEE Societies
Division I
Division II
Division III - Communications
Division IV Electromagnetic Compatibility
Division V/VII - Computer
Division VI
Division VII - Power Engineering
Division IX - Signals and Applications
Division X
TOTAL
IEEE Higher
GradeMembers
2007
28,779
24,730
34,016
30,742
51,445
16,808
19,947
28,755
32,064
267,286
2006
29,817
24,266
35,643
30,401
54,104
16,961
19,499
28,778
31,487
270,956
Change
#
-1,038
464
-1,627
341
-2,659
-153
448
-23
577
-3,670
%
-3.5%
1.9%
-4.6%
1.1%
-4.9%
-0.9%
2.3%
-0.1%
1.8%
-1.4%
IEEE Student
Members
2007
2006
2,695
2,854
1,637
1,582
7,719
7,971
2,751
2,823
6,250
6,847
1,310
1,258
2,232
1,763
3,193
3,076
6,245
5,972
34,032 34,146
Net Loss
Change
#
-159
55
-252
-72
-597
52
469
117
273
-114
Society
Affiliates
Change
%
2007 2006
#
%
-5.6%
69
65
4
6.2%
3.5%
32
34
-2 -5.9%
-3.2%
426
247
179 72.5%
-2.6%
126
114
12 10.5%
-8.7% 19,856 21,467 -1,611 -7.5%
4.1%
196
221
-25 -11.3%
26.6%
49
42
7 16.7%
3.8%
208
277
-69 -24.9%
4.6%
313
334
-21 -6.3%
-0.3% 21,275 22,801 -1,526 -6.7%
Net Loss
Society Totals (with
affiliates)
2007
31,543
26,399
42,161
33,619
77,551
18,314
22,228
32,156
38,622
322,593
Net Loss
2006
32,736
25,883
43,861
33,338
82,418
18,440
21,304
32,131
37,793
327,904
Change
#
-1,193
516
-1,700
281
-4,867
-126
924
25
829
-5,311
%
-3.6%
2.0%
-3.9%
0.8%
-5.9%
-0.7%
4.3%
0.1%
2.2%
-1.6%
Total
Net Loss
Recent History - 2007 Goals…
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Engage all parts of the IEEE into a total
Membership Development program
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Regions
Sections
Societies
Chapters
Student Branches
The Member
Grow the IEEE by 5% over the 2006 year end total
of 374,767 (18,738)
2006 Comeback…
2006 Terminator – lowest point in four years
Dec 2006 – highest point in four years
2006 Comeback… 76,500 new recruits worldwide
(most in 7 years)
+3%
+7%
+20%
-34%
+9%
+19%
+20%
-16%
-14%
+10%
-12%
+22%
Higher-Grade Members
Higher-Grade Members
Leaking Bucket
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IEEE lost a net of 75,321 members to dues
arrears in 2006:
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46,599 HG Members
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28,722 Students
Plugging the leak is the major first step in
growing our membership
Real-World Realities
It costs 5 to 15 times more to acquire a new
member than to keep a current one.
No matter what the membership effort is, there
will be 10 to 25 percent of members
who will not renew
(moving, death, other personal situation)
*”Membership Development: An Action Plan for Results,” Rich, Hines, © 2002
Real-World Opportunities
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375,000 members including
more than 87,000 students
311 local Sections in 10
geographic regions
1,570 Chapters
39 Societies and 5 technical
councils
1,430 student Branches
356 student Branch Chapters
400+ conferences
The Sales Team
www.ieee.org/md
The Sales Team
How we’re organized…
Regional Activities Board
10 Regional Directors
Section Chairs
Section MD
Officers
Region
MD Officers
Vice Chair,
Membership Activities
IEEE Membership
Development Committee
Technical Activities Board
39 Societies
Society
MD Officers
The Sales Team
The Regional MD “sales team”
R1 – Ron Tabroff
R6 – Ed Perkins
R2 – Michael Cardinale
R7 – Elmer Bouruque
R3 - Lee Stogner
R8 – Rolf Remshardt
R4 – Tarek Lahdhiri
R9 – Enrique Alvarez
R5 – Robert Shapiro
R10 – Tan Tieniu
The Sales Team
The extended MD “sales organization”
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Society MD volunteers
More than 375,000 Members including more
than 87,000 students
311 local Sections in 10 geographic regions
1,570 Chapters
39 Societies and 5 technical councils
1,430 student Branches
356 student Branch Chapters
www.ieee.org/md
The Sales Team
Duties of an MD Volunteer / Officer…
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Developing a local MD plan and/or plan
of MD activities
Monitoring plans and goals for
membership growth, retention, and
recovery
Receiving / ordering membership
materials from the IEEE Operations Ctr.
Communicating with MD partners within
Region, e.g., Sections
Analyzing membership information and
trends
Quarterly membership status reports w/
recommendations
Ensuring MD activities parallel
headquarters programs and processes
Cultivate prospects lists for
membership
The Sales Team
Staff Support & Responsibilities…
Membership Development
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Membership recruitment kits ordering /
fulfillment
MD Webcast coordination
Conference marketing liaison
Monthly progress reporting
Pre and post-Terminator list support
Monthly MD Progress Reports
Membership Marketing /
Communications
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Membership brochures
Membership applications
Renewal campaign messaging and
collateral
Advertising
Promotional supplies
Member Services
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General member inquiries
Pre-Arrears outreach
Arrears telemarketing campaign
The Sales Team
Making Membership Growth a Business Process…
Market researched benefits
and programs increases
likelihood of recruitment
Market(s)
benefits
utilization
programs
marketing
benefits
programs
Benefit / program utilization
increases likelihood of renewal
Membership(s)
marketing/
renewal
Resources & Tools
www.ieee.org/md
Resources & Tools
Membership Development Home Page
www.ieee.org/md
Prospect Brochure
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Description:
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Multi-page brochure listing
benefits, services & features
of membership
1 version for all grades of
membership
Usage:
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Primary new member
recruitment piece
Directs the prospect to the
web to join online or may be
used in conjunction with
print application form (higher
grade)
Benefits Brochure
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Description:
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Lists all benefits, services &
features of membership +
societies
Usage:
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Distributed to all new
member with their 2008
member card
Directs new members to go
to www.ieee.org/benefits for
more information on
individual benefits
Poster
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Description:
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17x22” folded down to
8½x11”
Incorporates testimonials
Main call to action:
www.ieee.org/join
Usage:
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Distributed with Membership
Development kit for use at
meetings, events and general
postings on campus, etc
Product Sheets
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Description:
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Product overviews for
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myIEEE™
IEEE.tv™
IEEE Mentoring
Connection™
Usage:
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Distributed with Membership
Development kit, select
conferences and on demand
Member-Get-A-Member
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Description:
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Brochure – program
explanation with tips for
recruiting
Pass along business card –
includes space for name and
member number
Usage:
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Distributed with Membership
Development kit
Peer to peer recruitment
Membership Development
Manual
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Description:
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The must-have resources for
MD officers
Advice for developing new
members and retaining old
Also available in PDF format
Usage:
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Summary of duties
Membership development
guidelines, calendar
Correspondence templates
Concise list of member
benefits
How to respond to objections
Resources & Tools
Membership Reporting & Analysis…
Monthly Progress Report
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Statistical ‘pulse’
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Membership Trends
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MD-related
announcements,
activities
Quarterly Prospectus
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Sales & marketing
orientated
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New member recruitment
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MD calendar
Resources & Tools
Membership Arrears List Support
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Pre- and Post-Terminator
lists
Provided to Region MD
Chairs
Coordinated retention
strategy w/HQ
Resources & Tools
Membership
Recruitment Kits
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Mailing now to all MD
Chairs worldwide
Make sure your MD Chair
status is up to date or you
will not receive the kit
More supplies always
available on demand
MD Resources
The Region Membership Support Team
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John Day
Qiana Harder
Lee Stogner
Ron Tabroff
Michael Cardinale
Lee Stogner
Tarek Lahdhiri
Robert Shapiro
Edward Perkins
Elmer Bourque
Rolf Remshardt
Enrique Alvarez
Tieniu Tan
IEEE Staff
IEEE Staff
IEEE MDC
R1
R2
R3
R4
R5
R6
R7
R8
R9
R10
j.day@ieee.org
q.harder@ieee.org
l.stogner@ieee.org
r.tabroff@ieee.org
cardinal@ieee.org
l.stogner@ieee.org
lahdhiri@ieee.org
bshapiro@ieee.org
e.perkins@ieee.org
elmerbourque@ieee.org
r.remshardt@ieee.org
e.e.alvarez@ieee.org
tnt@nlpr.ia.ac.cn
MD Resources
Online MD Resources
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The web page to join the IEEE
www.ieee.org/join
The web page for MD volunteers
www.ieee.org/md
The MD Virtual Community

https://www.ieeecommunities.org/ieee.md.net
Your Region web page
www.ieee.org/??
Your Section web page
www.ieee.org/??
Your Chapter web page
www.ieee.org/??
Your Conference web page
www.ieee.org/??
Your Student Branch web page
www.ieee.org/??
Present Action
“What can you and I
do together”
www.ieee.org/md
Action!
Frequent & Reinforcing Communications
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Sustained communications
from IEEE MDC to local,
MD volunteers worldwide
Normalized activities to the
MD calendar (MD Manual)
Present Action
MD Webcasts…
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Began in Autumn
2006
1 hour session
Standing agenda
Sharing of best
practices
Guest speakers
Webcast slides
posted in MD virtual
community
Present Action
Membership Development
Virtual Community
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All MD officers can gain
access
Repository of MD
documents
Discussion strings
Sharing of best practices
Time-sensitive alerts
Recordings of past MD
webcasts
www.ieeecommunities.org/ieee.md.net
Present Action
Steps 1 & 2
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Communicate IEEE benefits and values
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Presentations
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Articles (Create “Why I joined the IEEE”)

One on one
Work directly with Section Chair / MD Chair
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Communications / planning / goals
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Resource material
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Training
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MD initiatives such as MGM and Senior Member

Plan for, not react to Renewals
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Motivation / support
Present Action
Step 3
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Develop the student Member pipeline
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Student Advisors need to be supported and motivated to do
their job
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Explain to students why Membership is important at the
beginning of their careers
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Periodic joint Section / Branch meetings to promote networking
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Engage the Gold Members to help
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Encourage use of the IEEE alias and change of address after
graduation
Present Action
Step 4
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Develop new Members through Society conferences, seminars and
publications
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Make it a requirement that if you want to host a IEEE branded
event, a Membership function will be included
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Harvest potential Member data and do the sales follow-up
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Make sure we have the IEEE IT systems, staff and local
volunteers to complete the new Member sales cycle
Present Action
Step 5
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Integrate Membership and Industry
Relations efforts
Present Action
Step 6
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Provide incentives
Others ?
Future State
“New IEEE HQ support for
Membership growth”
www.ieee.org/md
2008 Tactical Upgrades
Membership Collateral—Increased value emphasis, member testimonials,
visual introduction to benefits …
Retention
Benefits of Membership primer –
Primary objective is benefit education,
to jump-start utilization. Mailed to all
members, with membership card, upon
joining IEEE
* Can be re-purposed as a sales-support tool
Recruitment
Membership Brochure – Primary objective is salessupport for grassroots recruitment efforts, and
marketing at conferences. Included in worldwide
shipment of membership development kits, and
available on-demand throughout year
2008 Tactical Upgrades
Product Sheets…
Updated - IEEE.tv
New - myIEEE, Mentoring
Connection
•
•
Consistent formatting
Included in MD-Kit shipment
Membership Promotion Plan
Quick review – Standard promotion mix / definitions …
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Advertising – Paid public and impersonal communication
utilizing the mass media. Intent is to educate, convince, remind.
Sales promotion – Consists of various types of incentives,
including discounts, rebates, contests, etc. Intent is to produce a
positive response from consumers. Can be combined with other
promotional activities.
Direct marketing – Business to consumer communications that
could include direct mail, telemarketing, and/or e-marketing.
Intent to solicit a direct consumer response.
Personal selling – Developing personal, long-term, one-on-one
relationships, dependent upon an organizational sales force.
Intent is to close the deal.
RETENTION
ADVERTISING – increased focus to retention-oriented message, placement in
IEEE publications …
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Member-testimonial driven
Retention value, post student
experience
Target publications
•
•
Spectrum, Potentials, The Institute
Society flagship pubs (Computer,
Communications, and Power Engineering
Societies)
RETENTION
ADVERTISING – Monthly benefit alert …
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Objective: Increase benefit
awareness and utilization with
existing members
E-mail based
Showcase 3 benefits monthly
Getting the most out of
membership -
……. ……. ….. …..
..… ….. ……….
……. ……. ….. ….. ..…
….. ……….
RETENTION
DIRECT MARKETING …
Annual HQ Renewal Campaign
Single, largest membership campaign at
IEEE
Collateral

Updated membership pricing on all
collateral, print and web

Updated membership card
Campaigns

Monthly, and compounded over time
beginning 1 September through 28
February
Pre-Terminator List Support
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Generated and disseminated to
Region MD chairs five and three
months before membership
termination date
Template letters provided
RECRUITMENT
PERSONAL SELLING …
Membership Development Manual

Updated w/ BMS tutorial, additional
communication templates
Member-get-a-Member (MgM) Program

Brochure and business cards
Membership Development Kits

2,000 Kits shipped globally to all IEEE
sections, student braches, and society
MD officers

Brochures, posters, product sheets,
CDs, giveaways, MD Manual

MGM supplies

On-demand, online ordering of
supplemental supplies
Global MD Webcast / Conference Call

Monthly, standard agenda, MD tactics
and best practices
RECRUITMENT
DIRECT MARKETING …
Conference-targeted
campaigns…
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Objectives

Membership/conference
campaigns occurring in IEEE
Regions experiencing
membership decline
Region 1 – Stony Brook Symposium
(Sep)
Region 2 – GlobeComm (Nov)
Region 5 or 6 – tbd, finalizing
Authors Outreach …

Objective:

Identifying authors who are not
members, solicit their joining IEEE
IEEE.tv Official Launch
IEEE.tv Campaigns
Two-fold focus … membership growth & visits/viewing minutes…
Retention –
Positioned as a new benefit included with IEEE
membership. Emphasis targeting of Student
and 1st-year members
Visits > Advertising
Position availability of Public Access
programming, and as a new benefit included
with IEEE membership
Channels…

Print Ad placements

IEEE distribution channels

Direct outreach marketing
Channels…

Business Wire

Targeted online ads
Recruitment –
Leverage the official product launch of IEEE.tv as
a new reason to join IEEE. Piggyback in all
communications the other benefits of
membership
Channels…

Business Wire

MD Kits

Direct outreach marketing

Targeted online ads
IEEE.tv Collateral
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ADMIT ONE

Inclusion in membership
brochures
Product Sheet
Conference display
Takeaways
Mailing Inserts
Advertisements
Collateral included in worldwide
shipment of MD kits
Now Showing!
Meet the Authors:
“Diab & Frazer: Internet
in the First Mile”
Exclusive Benefit
of IEEE Membership
Tune In.
www.ieee.org/ieeetv
ADMIT ONE

Now Showing!
IEEE.tv Special:
Recycling; Computers &
Electronics”
Exclusive Benefit
of IEEE Membership
Tune In.
www.ieee.org/ieeetv
IEEE.tv – Agent for MD
Retention

Alert appears beginning 1 January

“Member-supported IEEE” theme

Gives member option of continuing IEEE.tv
experience, or renewing at that time

Alert disabled after renewal
Recruitment

Prompts sign-in to access members-only
programming, encourages non-members to join
IEEE
Membership commercial
IEEE.tv – Agent for MD
IEEE.tv Program Season
JAN
FEB
Specials Season
> 3-5 programs per month
> High-value programming
> Consumer Electronics
Tradeshow
MAR
APR
Sweeps Season
> 2-4 programs per month
> Special events, and high-value
programming, e.g. ‘stunts,’ video
contest winners
MAY
JUN
JUL
incremental programming
>1-3 programs per month
AUG
SEP
OCT
Season Kick-off

Schedule and pre-market value-rich offerings available in
March/April, accessible only with renewal
“Coming in March” message to Jan & Feb’s past-due members
DEC
incremental programming
> 3-5 programs per month
> Special events, and high-value
programming, e.g. ‘stunts,’ video
contest winners
> Period when new Series are
launched
SALES PROMOTION – value sequencing …

NOV
> 1-3 programs per month
> Promotion begins for Specials /
Sweeps Seasons
First-time
Tactic !
IEEE Fall Membership Development Campaign

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
Get the team in place now and update the IEEE database
Organize around IEEE volunteers, staff resources, the MD Kit and
upcoming events
Make a plan (resources, activities, schedule, budget)
Welcome back the Sections, Chapters, Students Branches in your
area
Promote networking amongst all members (higher and student too)
Promote Senior Member upgrades
Put Member Get A Member cards in everyone’s pocket
Put a MD Desk at local conferences, seminars, meetings
Put a meeting notice up at work (ask first)
Put PR in the local media
Make IEEE a part of the upcoming 2008 Engineering Week activities
In Summary…
www.ieee.org/md
In Summary …




Made great progress to date. Create the
foundation first
Plan is to take present activities to the next
level by better integrating tactics
Key is our ability to leverage new BMS
system for lead storage and follow-up
The extended IEEE team needs to support
the Membership Growth plan
Thank you!
www.ieee.org/md