IEEE MEMBERSHIP MARKETING
Message | Markets | Tactics
IEEE Membership Development Retreat
New Brunswick, NJ
29 April – 1 May 2005
Adrienne Hahn
Manager, Membership Marketing &
Communications
IEEE Regional Activities

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IEEE Membership
Marketing

IEEE Membership
Marketing
The role of Membership Marketing & Communications recognizing & recovering IEEE members is to communicate the value of IEEE membership for the purpose of recruiting, retaining,
In 2005, IEEE Membership will incorporate a new positioning strategy to reflect the value drivers of IEEE membership, as identified in the 2004
Member Segmentation Study.

IEEE Membership
Marketing

KNOWLEDGE
IEEE Membership Marketing
MESSAGE the familiarity, awareness, or understanding gained through experience or study
IEEE keeps members technically informed through exclusive access to:
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Abstract searching through
IEEE Xplore (more than 1 million documents online)
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IEEE Potentials
IEEE Spectrum
The Institute
More…

COMMUNITY
IEEE Membership Marketing
MESSAGE a group of people having common interests; sharing, participation, and fellowship
IEEE enables members to grow and benefit from its purchasing power through:
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Conferences
Local section, chapter & branch activities
Volunteering
Insurance programs
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Shop IEEE discounts
@ieee.org email alias
More…

PROFESSION
IEEE Membership Marketing
MESSAGE an occupation or career; the body of qualified persons in an occupation or field
IEEE empowers members and supports the profession through:
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Awards & recognitions programs
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Distance learning
Global imperatives
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Job Site
Scholarships
More…

IEEE Membership
Marketing

IEEE Membership Marketing
MARKETS
 Research and identify key industry and/or geographical segments for which IEEE membership could be viable
 Identify benefits/services/features of membership that are most relevant to the industry
 Build campaign with multitactical approach (advertising, conferences, web, direct mail)
 Assess the results
RECRUITMENT
New Industry
Segments
RECRUITMENT
Traditional Industry
Segments
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Attract new members through traditional channels
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Use multi-touch/multi tactical approach (advertising, web, direct mail, conferences)
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Reinforce the value of membership post recruitment to make positive impact on retention
RETENTION
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Develop and enhance products/services/features/benefits that increase value
Reinforce the value of membership to existing members through a multi-tactical approach
Use information gleaned from the 2004 Segmentation study to target messages based on segments
Make a positive impact on retention
Retaining members is our most efficient method of membership development

IEEE Membership
Marketing

IEEE Membership Marketing
TACTICS
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New Member Applications – high level sales-pitch for prospective members
New Member Welcome Brochure – multi-page booklet that mails to all new members (higher grade & student) with membership card
MGM/SGS Flyers – peer to peer recruitment collateral for annual member-get-a-member program
Posters
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Direct mail:
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Recruitment
– by industry segment
Recovery – arrears mailing
Retention
– B59 mailing to graduating students; annual renewal mailing

IEEE Membership Marketing
TACTICS
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Membership portal myIEEE
Multimedia testimonials
CD-Rom

IEEE Membership Marketing
TACTICS
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The Institute (ads & articles)
IEEE Spectrum
What’s New @ IEEE
Advertising (internal & external)

IEEE Membership Marketing
TACTICS
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IEEE sponsors and/or co-sponsors more than 300 conferences, annually
In 2004, through the Membership Exhibits program, IEEE Staff managed 25 exhibits and recruited 1102 higher grade members and 273 student members
Opportunity for refinement and growth

IEEE Membership
Marketing

Marketing tactics
 Advertising
 CD Rom
 Conferences
 Direct mail
 Print collateral
 Web/Multimedia
IEEE Membership Marketing
IN SUMMARY …
IEEE MEMBERSHIP

IEEE Membership
Marketing