Membership organizations face the critical challenge of retaining existing members while attracting new ones. Achieving sustainable growth requires strategic marketing initiatives that resonate with both current and prospective members. Understanding and implementing effective marketing strategies specifically focusing on membership growth is essential for associations to expand reach and enhance member engagement.
This seminar will explore the successful marketing campaign executed by the Society of Trust and Estate Practitioners (STEP), which addressed a stagnant membership base and achieved a remarkable 14% growth in new members. Kelly Farrell, Head of Marketing at STEP will share their experience, learnings and the key actions for their membership campaign, which can help other marketing teams in membership organizations to ensure success in their recruitment activities. The seminar will highlight both the effective strategies and the challenges encountered by STEP to offer valuable insights into effective marketing strategies tailored to drive membership growth and engagement.
Key topics to be covered:
- The importance of research in marketing campaign development
- Aligning your marketing campaign strategy with your key member offerings
- Leveraging member advocates to bring the member offer to life
- Evaluating the entire "join journey"
- Implementing key tactics for member recruitment
- Measuring success and assessing campaign outcomes
This seminar is ideal for marketing, communication and membership professionals at membership bodies to explore ideas for member recruitment campaigns.
Agenda
12:00 - Introduction
12:05 - Presentation
12:35 - Questions & Answers
12:55 - Close
Speaker
