CIPS National Marketing PowerPoint Presentation

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Membership Campaign 2004 By Sheldon
Macdonald, Marketing Director Mylene Sayo,
Public Relations Manager
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Membership Campaign 2004 OVERVIEW

• SITUATION ANALYSIS
• GOAL
• AUDIENCE
• OBJECTIVE
• STRATEGY
• TACTICS
• EVALUATION

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Membership Campaign 2004 SITUATION ANALYSIS

• IT economy unfortunately still slow
• Membership numbers decreasing
• Members not renewing
• CIPS not seen as representing IT professionals
  without large numbers

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Membership Campaign 2004 SITUATION ANALYSIS

• Challenges for IT professionals
• Understand importance of IT professionalism
• Recognize value of professional certification
• Challenges for CIPS
• Follow through with a changed Society quickly
  maintain credibility
• Provide more paths to achieve the I.S.P. while
  still maintaining the standard

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Membership Campaign 2004 GOAL

• Create a broader awareness about the importance
  of professionalism and the
  value of the
  I.S.P. designation

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Membership Campaign 2004 AUDIENCE

• (Primary)
• Members
• (i.e. junior senior IT professionals)
• Non members
• (i.e. junior senior IT professionals)
• (Secondary)
• Sections Provinces

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Membership Campaign 2004 OBJECTIVE

• Increase number of new members by 10
• Increase number of new member I.S.P. holders by
  10
• Increase the number of renewing members by 10

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Membership Campaign 2004 STRATEGY

• Develop a program to encourage existing members
  to recruit colleagues as new members by telling
  them the importance of IT professionalism
• Utilize renewal membership form to encourage
  members to renew for longer (i.e. 2 years)
  because of new vision
• Communicate new CIPS vision
• Live the new CIPS vision

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Membership Campaign 2004 TACTICS

• Recruit an IT Professional Contest
• Member is entered into monthly and grand
  prize draws when he/she signs-up new members
• The more new members you recruit, the more times
  you are entered into both draws
• Contest launch planned for January 31st, 2004

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Membership Campaign 2004 TACTICS

• Recruit an IT Professional Contest
  
• Monthly Draw CIPS Prizes

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Membership Campaign 2004 TACTICS
Recruit an IT Professional
Contest Grand Prize Draw An All-Inclusive
Trip to an Exotic Destination
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Membership Campaign 2004 TACTICS

• Recruit an IT Professional Contest
• Banner Advertisements
• Articles
• Promotional Flyer
• Mail-out to members (includes info on CIPS new
  vision as benefit)

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Membership Campaign 2004 TACTICS

• Member 2-year Renewal Contest
• Members are eligible to win a high definition TV
  when they renew for 2 years
• Prize will be awarded 1-year from the date of the
  contest launch Planned for January 31st

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Membership Campaign 2004 TACTICS

• Member 2-year Renewal Contest
• Banner Advertisements
• Articles
• Flyer
• Reminder Inserts
• Mail-out to members

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Membership Campaign 2004 Evaluation

• Number of member calls and e-mails re campaigns
• Number of members that recruited a new member
• Number of members that renewed for 2-years
• Compare membership statistic totals (both new and
  renewals) over a period of 3 to 5 years

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Membership Campaign 2004 CIPS

• Canadas Association of Information
  Technology (IT) Professionals
• Lets make IT known!
• Lets make IT true!