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

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
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