Page 12 - UTC 2023-24 Proposed Membership & Engagement Plan
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STRATEGIC PILLAR:


                                         MEMBER ENGAGEMENT


                                                   Recruit and Retain

                                             MARKETING STRATEGIES
                                   Target Audience



                                                       r
                                     ar
                                     T        Audience   (Taditional)              Influencers/Ambassadors
                                     get
                                     UTC Lapsed Members                            Board members
                                     UTC Non-member Prospect List                  Committee Members
                                     Region event Non-member Prospects             Regional Leaders

                                     Industry Organizations’ meetings              Staff
                                     Utility HR Departments

                                     Industry Organization’s list

                                     Sponsors/Exhibitors

                                 Create compelling and up-to-date multichannel marketing collateral highlighting
                                 comprehensive offerings of valuable benefits specific to the prospective utility:

                                    1. Develop a one-liner message that answers the question, "what do you do?" The one-liner is
                                       to help ensure staff, board, and volunteers speak about UTC with one voice.
                                    2. Recruitment digital interactive benefits flipbook with links to resources.
                                    3. New members welcome digital benefits flipbook with links to resources.
                                    4. Recruitment toolkit for distribution to leaders (digital flipbook, SM elements)
                                    5. One-time Direct mail Postcard
                                     . Social media recruitment elements for recruitment to coincide with campaign.
                                    7. Develop recruitment script for membership solicitation via phone.
                                     . Video recruitment message from Sheryl for posting in marketing materials and digital
                                       toolkits
                                    9. Indirect recruitment (digital elements (badges) created to support events: I'm
                                       exhibiting/I'm sponsoring/I'm attending, etc.)
                                   10. Develop a lead-generating asset to provide value to people that aren’t ready to join.  The
                                       downloadable asset will collect contact information for the target.
                                   11. Develop a recruitment series of five emails sent automatically after the prospective
                                       member downloads the lead generator information.
                                   12. UTC Core Member Logo
                                   13. Facebook/Twitter/LinkedIn Paid Ads
                                   14. Develop new member webinar orientation video for contacts to share with their staff.
                                   15. Special recruitment landing page specific to the membership campaign.
                                   1 . One-page flyer(s)/Ready-to-go ads for placement in supporting organizations’ publications
                                   17. Testimonials from current utility members for inclusion on the website and in marketing
                                       materials
                                   1 . Web Ads: leaderboard (728x90), ½-page banner (300x600), Email header (650x250),
                                       square (300x250)—all mobile responsive
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