Ad 2 Tucson - AAF Thought Leadership

2014–2015
AWARD WINNING IDEAS
N AT I O N A L C L U B A C H I E V E M E N T C O M P E T I T I O N W I N N I N G E N T R I E S
MEMBERSHIP DEVELOPMENT
MEMBERSHIP
Ad2 Tucson
Goals
In our 2014-2015 kickoff board retreat, Ad2 Tucson defined key goals for each section of
membership. The following goals gave us the foundation to recruit new members, retain
the members that we had in the previous year, and involve the entire membership base in
new and exciting ways.
1. Recruitment: Increase membership by 10%, clearly define the membership flow
from Ad2 Tucson to AAF Tucson.
2. Retention: 80% retention goal from the previous year, and to reach out to all nonrenewing members for feedback on their decision.
3. Involvement: connect new professionals with seasoned professionals and have a
never-ending call to action to members for volunteer opportunities.
Recruitment
In 2013/2014, Ad2 Tucson consisted of 29 members. This was a 17% decrease from the
previous year. We wanted to do everything we could to see the 10% increase in our
membership, so in May of 2014 we began a long conversation with our AAF board in
order to change our membership forms.
In the past, there were always two separate forms, one to be used by AAF Tucson and the
other to be used by Ad2 Tucson. This generally caused confusion, as people would try to
sign up for both groups thinking they were completely different, and certain members
were not getting the benefits of Ad2 because they didn’t know that they could, or that
their age qualified them to be in the young professionals section. In the months leading
up to and following this discussion, AAF Tucson and Ad2 Tucson had made the decision
to merge our websites into one cohesive site under the “Tucson Ad Fed” brand. Each
section of the site is now filterable into AAF, Ad2, or both. Once we finalized a new
membership form, we were able to use the form, along with the membership page, to
explain the membership flow from Ad2 to AAF. Overall we have noticed that there are
less people asking us what “A-D-2” is, and more people asking about how they can help
with our young professionals group. Our AAF executive assistant is now able to assign
members from the same corporate membership to Ad2 and to AAF, without having to
jump through hoops. As a result, Ad2 Tucson has 58 more members from corporate
memberships than the previous year, and the confusion over which form to fill out is no
longer a problem. (Collateral 1)
The new website now has a clear call to action about how to join, and also allows a
prospective member to access the membership form with ease. The membership page
has two versions, one to be filled in online and the other to print and send back. Each
member is also assigned a login to the site, so that they can access exclusive memberonly content, make sure that their membership and contact information is up to date,
manage registrations for events, and find other members to connect with. (Collateral 2)
In addition to our online presence, our board has intentionally increased communication
with potential members at events and daily in our community. We kicked off the year by
hosting an Ad2 bowling event, where we encouraged each attendee to “BYOBB – Bring
Your Own Bowling Buddy.” Anyone who brought a non-member to the event got a
special discounted price for the event. We had 8 first-timers at the event and were able to
recruit 2 new members and 1 new board member. After each of our events, our
membership chair or the executive board reached out via email or phone to new faces,
and personally thanked them for attending the event. Each contact was given information
on what they can do to get involved, how they can join, and of course when the next
event would be held. (Collateral 3.1 and 3.2)
This spring, we worked with AAF Tucson to design a business card to distribute to
potential new members. This is mad-lib style card filled with our own information invites
new prospects to our next event. These cards will be printed in late spring and used
immediately. (Collateral 4)
Many of our AAF members are professors or employees of local colleges and
universities. We made it a point to ask those members if we could send representatives to
speak to classes about our “real world” experience as well as how to get involved with
their student chapters or Ad2. This spring, 2 of our board members have already spoken
to classes at 3 schools about the opportunity to get involved. As a result of this outreach
to our local students, Ad2 Tucson gained 34 members from the University of Arizona
Eller MBA program. Our board members were able to assist the students in applying for
a grant from their University in order to pay for their membership, and they were
encouraged to attend our board meetings. These members have been a crucial part of our
Public Service Campaign, and have helped with every aspect of our market research.
In early 2015, Ad2 Tucson was invited to join the Tucson Young Professionals Alliance,
which consists of 11 local young professional organizations. Two of our board members
attended the first meeting, and helped to brainstorm ways that we can all work together to
accomplish our goals. For this meeting, Ad2 Tucson created a new video as a way to
educate non-members about Ad2 Tucson and reinforce our goal of Ad2 Tucson
awareness. The budget for the video was $0 as we had the talent, assets, and editing
available. This video is accessible via YouTube and has been distributed across Ad2
Tucson’s Twitter and Facebook.. The video was then posted to the Tucson Young
Professionals YouTube account, and shared with their social media following, which is
about 4,000 more people than Ad2 Tucson currently reaches. (Collateral 5)
Retention
Many of our young professionals are constantly on the move, and there is a high
percentage of professionals that leave Tucson within the first few years after graduating
from college. It is always our goal to keep our local talent. We have repeatedly seen a lot
of turnovers within our corporate memberships, as well as non-renewals from individuals
who have moved to a different market.
Each year, our members are given 90 days to renew before we officially remove them
from our roster. This year we broke down the membership list and sectioned out those
who had yet to renew. When the 90 days started to approach, we connected our board to
individuals or companies that each of them knew personally. When our board members
reached out to those individuals, they asked if they planned to renew, if they had seen our
new website where it was easier to fill out the form, and if they were not going to join
again, what their reasons were. As a result, we found that many of them simply forgot to
renew, and our phone calls were successful. We only had 5 non-renewals (2 individual
and 1 corporate membership with 3 people). We feel this is higher retention than other
young professional groups in our market. (Collateral 6.1, 6.2, and 7)
We joined the Tucson Young Professionals Alliance, and quickly discovered that this is a
problem that all of the young professionals groups in Tucson face. Many questions were
asked. How do we get people to stick around after graduating from one of our local
schools? How do we show that Tucson is a great place to live, and to work? How do we
connect young professionals with more seasoned professionals for mentoring? The
answer we came up with was that there ought to be a conference that features all of the
alliance groups, connects them to prospective members, and allows all of us to showcase
what we can do for them so long as they stay in our market. As a result of this
brainstorming session, a committee to plan a fall 2015 event has already begun meeting,
and Ad2 Tucson has several board members acting as liaisons. We hope that this event
will be successful, and that we can keep more members here in Tucson, and build more
connections between our members and the community. (Collateral 8)
Involvement
In order to increase involvement of our existing members, we wanted to bring more faces
to our monthly board meetings. By posting our monthly board meetings as a public event
on Facebook, we have grown our board by 50% as compared to 2013/2014, and have
increased member involvement by members who have attended although they did not
join the board. Our goal to increase membership was also met, a non-member attended
one of our board events and became inspired to take on an active role with the Public
Service Campaign. We gained 4 new, active members this way and our membership has
grown 193% this year. (Collateral 9)
Our public service campaign has attracted many members who normally wouldn’t step
right up to the plate to volunteer. We personally reached out to members that we thought
might play a great role in the campaign, and we quickly found that discussing the various
opportunities at our events started a lot of great conversations. We had 2 non-members
decide to join because they wanted to volunteer for the Public Service Campaign. Our
PSC co-chair also encouraged her fellow MBA students to get involved, and they soon
after became a corporate member, and have run the entire market research portion of the
campaign.
We held a membership appreciation mixer with AAF Tucson in the late Summer, and
there were strong connections made between both Ad2 and AAF members. Our new
website was explained at this event, and our board members from both groups helped to
explain the membership flow from Ad2 to AAF. Our Ad2 board felt that it was important
to have more AAF member presence at our own events, to encourage Ad2 members to
branch out and speak to more seasoned professionals. As a result of the joint mixer, as
well as special invites sent to individual AAF members, each of the Ad2 events this year
have had a significant number of AAF members attend, which was a breakthrough from
the previous years. (Collateral 10)
In October 2014, AAF and Ad2 Tucson hosted the Advertising Hall of Fame and Next
Generation Award event. This event had been put on hold for a number of years, and both
groups insisted that we turn it back around and make it into a big deal. The committee for
the event consisted of AAF and Ad2 members, and one of the biggest goals was to get
more involvement from Ad2 members. The concern was that by calling it only a “Hall of
Fame” event (as it had previously been named) ruled out our talented young
professionals, and made the event seem like it was only for seasoned professionals. It was
decided that for the first time ever, there would be an award for an up and coming
professional that has already made a difference in our Advertising community. This year
the award went to the first President of Ad2 Tucson (2006), Susan Seeley Roe, who is
still serving on the AAF Tucson board. She is a mentor to many of the Ad2 members and
attends most of our events. Our members felt that the new award gave us something else
to work towards, and that our hard work could be appreciated on another level.
(Collateral 11)
In March, a group of Ad2 Tucson members drove up to Phoenix to attend an Ad2
Phoenix’s Ad2sday Superbowl event. The members that visited were able to see a
glimpse of the big picture that is our national organization, and were able to connect with
an entirely new group of professionals. As a result, both Arizona chapters are discussing
a collaboration event for the upcoming spring months and more travel between our cities
to go to events. Another immediate result is that an Ad2 Tucson member was able to get
a freelance job through one of the Phoenix Ad2 members, only about a week after the
visit. (Collateral 12)
With our new website in place, we were able to combine our email communications with
AAF. Previously, the email communications came from two separate places, and usually
discussed the same events and news, however not all Ad2 members received AAF
communications, and vice versa. We wanted to make sure that all members of both
groups received the important information, and now they do. By having one email
program through our Star Chapter site, we are able to ensure that all of our members can
receive the most pertinent information. As a result, Ad2 has seen an increase in the
number of AAF members that attend our programs, and Ad2 members generally feel
more at ease to attend the AAF events, and are more aware of when those events are
planned. (Collateral 13)
Results
Our recruitment goal was 10% over last year, and we saw a huge growth of 193%. This
year holds the record for the largest Ad2 Tucson membership ever at 84 members. We
gained 3 individual memberships and 58 corporate memberships over last year. We have
defined the membership flow from Ad2 to AAF Tucson by listing more information on
our new website, and informing our board members with the correct verbiage to
comfortably explain how it all works in-person to new or prospective members. As a
result of our retention efforts, 24 of our members are retained from 2013/2014 and we
only lost 5 members from the previous year. We have succeeded our goal of 80%, and
achieved an 83% retention rate. We also have a better idea of why we have lost members
in the past, and through their feedback we have a better idea of how to get more people to
stay in the future. Our involvement efforts have resulted in a significant increase in
AAF/Ad2 member connections and mentorships, as well as the new Tucson Hall of Fame
award for up and coming professionals. Our current members feel more involved because
they are well informed of events, happenings, and are always invited to board meetings.
1
Membership
Numbers Infographic
2
Membership Area,
New Website
3.1
BYOBB Event Invitation
3.2
BYOBB Event Photos
4
New Prospective Member
Introduction Card/Invite
5
Tucson Young Professional
Alliance/YouTube Promotional Video
Link:
youtube.com/watch?v=kTbP_5YzF4o
6.1
New, Joint Membership Form
(Front)
American Advertising Federation and Ad2 Tucson
Annual Membership Application/Renewal Invoice
Membership Period: July 1, 2014 through June 30, 2015
Member Benefits For All Levels: Inclusion in the AAF Tucson online membership directory, complimentary admission to local memberonly events, discounted reservation rates for professional development programs, networking social mixers and annual ADDY® Awards
event, discounted entry fees in the ADDY® Awards competition, promotional opportunities for your business, local and national AAF member
ANNUAL AMOUNT
ANNUAL MEMBERSHIP OPTIONS
Individual Membership: Ideal for sole proprietors or businesses/organizations with 1 to 2 employees involved in advertising.
Individual AAF Membership
$95
Individual Ad2 Membership (Under age of 32)
$85
Corporate Memberships:
Corporate Membership (Ideal for businesses with 3-5 employees)
$295
Unlimited Corporate Membership (Ideal for businesses with 6+ employees)
$395
Number of Ad2 Members
$255
(Ideal for organizations with 3-5 employees)
$355
(Ideal for organizations with 6+ employees)
Number of Ad2 Members
Membership Dues Total Amount
$____________
PAYMENT INFORMATION
Paid by:
Cash
Check
Credit Card (circle one):
16-digit account #
VISA
Master Card
Discover
American Express
4-digit expiration date
Card billing zip code
Card ID # (Last 3 digits on signature panel of card)
Authorized signature
Date signed
Please consult your tax professional for guidance.
SPONSORSHIP OPPORTUNITIES
GET INVOLVED!
Choose a committee you would like to participate in:
ADDY® Awards
Public Service
Communications
Programs
Membership
Education
I’m interested in sponsorship opportunities,
please give me a call.
Please send a copy of this form with your payment to:
AAF Tucson • PO Box 90167 • Tucson, Arizona 85752
520.326.1060 • 520.326.9973 (Fax) • membership@aaftucson.org
For more information, visit aaftucson.org
6.2
New, Joint Membership Form
(Back)
American Advertising Federation and Ad2 Tucson
Annual Membership Application/Renewal Invoice
Membership Period: July 1, 2014 through June 30, 2015
Member Benefits For All Levels: Inclusion in the AAF Tucson online membership directory, complimentary admission to local memberonly events, discounted reservation rates for professional development programs, networking social mixers and annual ADDY® Awards
event, discounted entry fees in the ADDY® Awards competition, promotional opportunities for your business, local and national AAF member
ANNUAL AMOUNT
ANNUAL MEMBERSHIP OPTIONS
Individual Membership: Ideal for sole proprietors or businesses/organizations with 1 to 2 employees involved in advertising.
Individual AAF Membership
$95
Individual Ad2 Membership (Under age of 32)
$85
Corporate Memberships:
Corporate Membership (Ideal for businesses with 3-5 employees)
$295
Unlimited Corporate Membership (Ideal for businesses with 6+ employees)
$395
Number of Ad2 Members
$255
(Ideal for organizations with 3-5 employees)
$355
(Ideal for organizations with 6+ employees)
Number of Ad2 Members
Membership Dues Total Amount
$____________
PAYMENT INFORMATION
Paid by:
Cash
Check
Credit Card (circle one):
16-digit account #
VISA
Master Card
Discover
American Express
4-digit expiration date
Card billing zip code
Card ID # (Last 3 digits on signature panel of card)
Authorized signature
Date signed
Please consult your tax professional for guidance.
SPONSORSHIP OPPORTUNITIES
GET INVOLVED!
Choose a committee you would like to participate in:
ADDY® Awards
Public Service
Communications
Programs
Membership
Education
I’m interested in sponsorship opportunities,
please give me a call.
Please send a copy of this form with your payment to:
AAF Tucson • PO Box 90167 • Tucson, Arizona 85752
520.326.1060 • 520.326.9973 (Fax) • membership@aaftucson.org
For more information, visit aaftucson.org
7
New Website
8
Tucson Young Professionals
Allialcne Website
Link:
http://tucsonyoungprofessionals.com/get-involved/typ-alliance/
9
Facebook Events
Page/Event Invitations
10
Membership Appreciation
Event/New Website Rollout
11
Hall of Fame/Next Generation
Awards Ceremony
1st Next Generation Award
Winner, 1st Ad2 Tucson President (2005-06) Susan Seeley
Roe (center) with 2014-15 Ad2
Tucson President Amanda
Schreiber (right) and Vice
President/Incoming 2015-16
Ad2 Tucson President Alexis
Favis (left)
12
Social Media Posts from
Ad2PHX Ad2sday Excursion
13
New Email Newsletter
(E-Newsletter) Format
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P: (202) 898-0089 F: (202) 898-0159 WWW.AAF.ORG