Targeted Revenue Source: Lapsed Member Recruitment

Targeted Revenue Source

August 23, 2017

Lapsed Member Recruitment

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Presented by….

Vivian SwertinskiStrategic Services Manager

$64,000 in 45 Days

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Agenda

Membership Challenge

4 Step Strategy for Recruiting Lapsed Members

Tips and Tricks for Member Engagement

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Membership Challenge

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Think through all viable options

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Don’t make it up as you go!

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Crafting YOUR win back campaign

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Step 1: ANALYZE

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What happens after they lapse?

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What do they have access to?

What do they still need?

What would be different or new?

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Top Reasons for Joining

Uphold certification

Online Education

Professional Pride

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Main reasons for NOT renewing

Forgot to renew

Not sure of ROI

No longer working

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Observations from Step 1

Keep certification in good standing

Access to quality online education

Take pride in the work they do

No specific pain point – Forgot to renew

New online education platform

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Step 2: TARGET AUDIENCE

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Length of time lapsed

Length of relationship

Demographic data

Membership type

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Build on insights from steps 1 and 2

Maintain certification Quality online education Professional pride Forgot to renew - 3 to 6 Months New online education platform - 7 to 24 Months Updated Website - 7 to 24 Months

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Step 3 – CREATE THE CAMPAIGN

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Game plan criteria

Want to make an emotional connection

Audience takes center stage

Renewal is not the end goal

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Theme #1: Get Back to Class

Membership expired within past 3 to 6 months

Assume they forgot to renew

Two steps away from getting to class

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SL: Vivian, 2 Steps and You’re Back!

We’re committed to helping you provide your patients with excellent care.

It's a top priority for us to support you in being the best respiratory therapist you can be!

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Keeping up-to-date with low-cost educational credits has never been easier.

Sign up today with just 2 easy steps.

Step 1. Renew your dues Step 2. Sign up at AARC University

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Theme #2: Rediscover AARC

Membership expired within past 7 to 24 months

May have experienced pain points

New online educational platform

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SL: Vivian, Rediscover AARC

It’s been awhile since your membership in AARC lapsed…

We want to help make your life easier and help you be a better respiratory therapist.

Here are some of the newest ways we’re doing that:

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AARC University: We’ve created a new online learning experience that meets your need for continuing education.

New Website: It’s easier to navigate and easier to find what you want – and that’s better time management for you.

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Step 4: Execute the plan

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Sample Size Testing

Friendly From

Subject Line

Short and Long Message

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800 Renewed Members in 45 Days

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Next Step – Automate the Campaign

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Executive Director, AARC

“Get someone new to look at your messaging.You might be saying things in an old, stale way.

None of us have the time to be manually sending out emails. It makes perfect sense to automate”

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Preventative Care

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Traditional Email Marketing

Target Group Stop Mailing

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Email Marketing Technology Today

Target Group Mailing

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Leverage Web Analytics

Pageviews - visits to individual pages

Page Interactions - filling out forms, downloading content

Online Purchases - ecommerce transactions

Create target groups – combine with data from databases

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Event Registration Campaign

Target Audience: Visited 5 website pages in one session Clicked registration link but didn’t register

Facilitate the decision making process

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Need help getting approval?Let us do the work for you.

Simply download our customizablejustification letter built to help you gain approval to attend the conference.

Onboarding Welcome Series

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90 Day Renewal Campaign

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Winning Back Lapsed Members

Analyze – Target – Create – Execute

Audience centric message

Think beyond the renewal

Leverage all your data assets

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There’s no smarter solution

Helping you succeed is what we do!

Contact us at [email protected]