Page 12 - UTC2023-24 Strategic Framework: Membership, Acquisition, Engagement, and Marketing Plan

STRATEGIC PILLAR:

MEMBER ENGAGEMENT

Recruit and Retain

Marketing Content Development Timeline
ar
Date Content/creative (talk through development and timeline) T Audience
get
C?"
elop v De a one-liner message t hat ers answ the question, "who is UT The one-liner is to
ensur
olunt
oice.
eek W of help e staff , d, boar and eers v speak about UT with one v
C
All Audiences
1 ch Mar 3
ecruitment R digital e int eractiv benefit s flipbook with links to ces. r esour
TBD Special r ecruitment landing page specific to the membership campaign. All Audiences
eek W of
ecruitment
elopment v De of Core R er Lett f or Distribution with s benefit flipbook All Audiences
ch Mar 13
eek W of
elop v De r ecruitment script f or membership solicitation via phone. All Audiences
ch Mar 13
New Core
eek W of
New members w digital s benefit flipbook with links to ces. r esour Members/New
elcome
ch Mar 13
e Associat Members
eek W of
ecruitment R t oolkit f or distribution to leaders ( digital flipbook, SM s) element eers olunt Leaders/V
ch Mar 20
ost
TBD One-time Dir ect mail d car P TBD
eek W of Social Media - all
Social media r ecruitment s element f or r ecruitment to coincide with campaign.
ch Mar 13 audiences
Video r ecruitment message from Sher yl f or posting in eting mark mat erials and digital
TBD All Audiences
s oolkit t
T &
T
ent
xhibiting/I'm
eek W of ect Indir r ecruitment ( digital s element ed eat to t suppor s: e I'm e
cr
v
s/sponsors/e egistrant r
ch Mar 20 sponsoring/I'm att ending, et c.)
ors xhibit
vide
elop v De a lead-generating asset to pro v to people t hat ar en’ r eady to join.
alue
t
The do asset will collect contact inf ormation f or the tar get.
wnloadable

eek W of Lapsed and
ch Mar 20 e ospectiv Pr Members
elop v De a r ecruitment series of fiv emails sent aut omatically aft er the e pr ospectiv member
e
wnloads do the lead or generat inf ormation.
UT
TBD C Core Member Logo All Core Members
TBD edIn /Link er witt Facebook/T Paid Ads All Utilities
eb W Ads: d leaderboar (728x90), ½ -page banner (300x600), Email header (650x250),
UT
TBD C and par tners
e squar (300x250)—all mobile e r esponsiv
eek W of e Cor and e Associat
ebinar
elop v De new member w orientation video f or s contact to share with t heir . staff
ch Mar 13 Members

TBD One-page o-go eady-t fly ads f or placement in ting suppor or ganizations’ publications
er(s)/R
estimonials T from curr ent utility members f or inclusion on the e ebsit and in eting mark
w
TBD e Cor Utility Members
erials mat