DISCOVERY ASHRAE has over 50,000 ac2ve engineer members – over 10,000 are college aged student members. Acquiring new student members proved to be successful while data revealed reten2on struggles. Conducted focus groups and surveyed student members. Problem iden2fied: Post college membership dues are too expensive! Students pay $20 annually while in college. As a full member, due are $200. Ah-‐Ha Moment: ASHRAE Smart Start Campaign was born!
DISCOVERY Goal: Retain students through 2ered dues structure -‐ $20, $50, $50! Project scope included landing page development, paper applica2on, digital applica2on infrastructure, social media strategy, direct mail, email blasts, e-‐newslePer men2ons, trade show presence. Budge2ng and 2meline: $250,000, Launch August 2010. CREATIVE STRATEGY/DESIGN ASHRAE Smart Start brand and crea2ve development with Kellen Company – agency of record
DEVELOPMENT/PRODUCTION Print Material
When you transfer from Student Membership to Regular Membership you gain access to the following essential ASHRAE member benefits:
• The ASHRAE Handbook — the indispensable, industry-wide
resource for all HVAC&R professionals
• ASHRAE Journal — this monthly resource is the most trusted
technical magazine in the HVAC&R community
• High Performing Buildings — the quarterly magazine for
innovation in building technology design and operation
(electronic version only)
• ASHRAE Insights — the monthly newsletter of key Society news
and activities
• HVAC Industry News — a weekly news resource keeping
ASHRAE members abreast of the latest industry news and
information
• Access to more than 300 of the industry’s leading technical
publications
• Access to online education, webcasts and professional
education classes
• Online training
• Professional certification
• Critical industry research
• Tremendous networking opportunities through chapters and
committees
• Career services
What is the smartstart program?Simply put, it’s the best way for ASHRAE student members to
continue receiving the many member benefits of ASHRAE after
finishing college.
How does it work?1. The first year out of college annual membership is $20.
2. Then it is only $50 for the second year and $50 for the third year.
3. You save up to $420 and get three years of membership for
$120. ($20-$50-$50)
why transfer? real students.
real reasons.
ashrae.org/smartstart
William MakChicago, IllinoisB.S. in Architectural Engineering,
Milwaukee School of Engineering
Why an engineering career in HVAC&R?I wanted to purse an
industry that related
energy usage,
buildings and
people.
What has ASHRAE meant for your career?Through ASHRAE, I have developed valuable
connections with people in the field locally and the
technical database that comes with membership is
priceless. In addition, by getting involved with Young
Engineers in ASHRAE (YEA), I have been able to
network with other people in the industry in my age
group and at a similar place in their career.
Advice to studentsTake advantage of resources, discover what you are
passionate about and get outside of your comfort
zone once in a while. The more you get involved
with ASHRAE, the more you will get back in return.
g g
an
d
ant
To receive your subscription to the ASHRAE Journal, please
answer the following questions by entering the appropriate
codes in the spaces provided.
ASHRAE STUDENT TRANSFER FORM
F�Mr. F�Miss F�Ms. F�Mrs. Member No.___________ *Birth_______ /_______ /________ *Requested for (Month) (Day) (Year)
membership demographics
Name (First) (Middle) (Last) (Designation)
E-mail __________________________________________ Alternate E-Mail
Telephone _________________________________________________FaxASHRAE Email Usage Policy - ASHRAE respects the privacy rights and communication preferences of its members. To support ASHRAE’s commitment to sustainability, ASHRAEactively seeks to reduce the amount of paper and mail used to communicate Society information. By supplying your email address, you are agreeing to receive electroniccommunications from ASHRAE, with the knowledge that you may opt-out of certain types of electronic communication once you become a member. Occasionally ASHRAE makes under proper safeguard physical address mailing lists - not email - to third parties for HVAC&R technology related direct mail purposes. If you DO NOT wish to receive these physical mailings, please check here. F
Address
City _______________________ State/Province ____________ Zip/Postal ____________ Country
Address
City _______________________ State/Province ____________ Zip/Postal ____________ Country
Address
City _______________________ State/Province ____________ Zip/Postal ____________ Country
Current Address: (This will be where all correspondence will be sent unless otherwise specifi ed)
Permanent Address: (OPTIONAL - During the summer months and after graduation)
Business Address: (OPTIONAL - Fill out this section and check the box below if you prefer correspondence mailed to your business address)
MAIL OR FAX BACK COMPLETED FORM ALONG WITH APPROPRIATE FEES TO:American Society of Heating, Refrigerating and Air-Conditioning Engineers, Inc. • 1791 Tullie Circle NE, Atlanta, GA 30329
Phone: 1-800-527-4723 (U.S and Canada) • 404-636-8400 (world-wide) Fax: 404-321-5478 • www.ashrae.org
Please select preferred method of contact? F�Current Address F�Permanent Address F�Business Address
What version of the ASHRAE Handbook would you like?
F�I-P (inch/pound units version) F�SI (metric units version) F�CD (I-P & SI)
save money. save time. transfer online.www.ashrae.org/smartstart
Which best describes your fi rm?11. Consulting Engineering12. Architect/Architectural & Eng Services15. Design/Build21. Contractor26. Property Mgmt & Dev31. Industrial Facility41. Commercial Facility42. Government, Healthcare, Education43. Utility51. Manufacturer/HVAC&R Equipment61. Manufacturer’s Representative62. Sales Engineering71. Wholesaler or Distributor83. Library84. Technical, Professional or Trade Associtaion86. Student ***91. Other (Please Specify)__________________________________
Which best describes your title? B. PresidentC. PartnerD. AssociateE. OwnerF. Vice PresidentG. Vice President Eng, Chief EngineerK. Design EngineerL. Project/Application EngineerO. Facility Engineer/ManagerP. Research/Development EngineerR. Sales Engineer, SalesS. Purchasing AgentT. DraftspersonU. EstimatorW. TechnicianX. Instructor, ProfessorY. Student ***Z. LibrarianZZ. Other (Please Specify)__________________________________
Which best describes your function?1. Design/Application2. Manufacturing3. Maintenance/Operations4. Management5. Sales6. Research7. Teaching8. Other (Please Specify)__________________________________
Method of PaymentBy completing the payment option below and submitting the student transfer program form, ASHRAE will charge the amount selected below to your credit card.
F $120: For all three years ($20-$50-$50) F $20: For one year only (your next two renewals will be $50/year)
F�Visa F�Mastercard F�American Express F�Check or money order Enclosed Amount (Checks must be payable to ASHRAE in US funds drawn from a US bank.)
Card # _____________________________________________ Expiration Date ______/______ CVV ______________ (Month) (Year)
Name on Card ______________________________________________Signature ______________________________
Shaping Tomorrow’sBuilt Environment Today
DEVELOPMENT/PRODUCTION Landing Page – www.ashrae.org/smartstart
DEVELOPMENT PRODUCTION Digital Form
DEVELOPMENT/PRODUCTION Social Media Presence
DEVELOPMENT/PRODUCTION Other Deliverables (not pictured)
Direct Mail Monthly emails to students approaching membership expira2on Men2ons in quarterly newslePers Digital banner ads placed throughout ashrae.org Interac2ve student membership booths at bi-‐annual engineering trade show
LAUNCH August 1, 2010 – go live: • Email blasts to student returning to school for fall semester –
concentrated efforts to December graduates to transfer their membership
• Direct mail launch – packets mailed to campus advisors,, professors and students returning to school
• Fall E-‐newslePer send to all members who are professors as well as student members
• Online banner ads in rota2on on ashrae.org
• Weekly posts begin on ASHRAE Student Connec2on Facebook Page
TRACKING/RESULTS
• Pull dashboard 60 days past deployment – NetForum (CRM)
• Google Analy2cs: 20% increase in traffic to the student sec2on of ashrae.org
• Hootsuite: 250 social media men2ons from student followers aaer 60
days
• 50 college media outlets men2oning ASHRAE Smart Start Program
TRACKING/RESULTS
• 20,000 pieces of direct mail executed to students, professors and campus advisors.
• 55,000 monthly E-‐newslePers deployed to en2re membership with ASHRAE Smart Start Program men2on.
• 20,000 ASHRAE Smart Start HTML email blasts to students, professors and advisors with 25% open rate, 4% click-‐through rate and only a 1% bounce rate.
• Aaer 60 days, there were 100 applica2ons submiPed via USPS
• Aaer 60 days, there were 250 applica2ons submiPed electronically
• Aaer year 1, our overall reten2on improved by 25%!
ROOM FOR IMPROVEMENT
• Less focus on direct mail because students spend 60% of their 2me on their mobile devices. They also move frequently and returned mail skews higher amongst this age group.
• Explore more social and mobile strategies that involved one-‐click membership payment op2on (i.e. Click-‐to-‐pay via a mobile applica2on).
• Keep research current. Revisit student focus groups every two years.
• Conduct surveys aaer each student transac2on.
• Leverage grassroots ac2vi2es on campus – we have 10,000 brand ambassadors.
QUESTIONS?
THANK YOU