Page 8 - UTC2023-24 Strategic Framework: Membership, Acquisition, Engagement, and Marketing Plan

Strategic Pillar:

Member Engagement

Recruit and Retain

The 2022-24 UTC Strategic Marketing Plan identifies
objectives for providing optimal member service,
diversifying its members, attracting new members, and
improving its value proposition.

UTC’s focus on ensuring membership value and excellent
member service will result in increased revenues from
both dues and non-dues revenue, thereby improving the
organization's financial health and enabling a continuous
cycle of improved member value. The broad objectives we
will undertake to achieve the overarching strategic
initiatives are:

Engage existing members and invite new
members to join committees around emerging
technologies and innovation.
Deepen our outreach to a diverse group of utility
technology professionals, including business,
public policy, and HR).
Strategically develop our member-driven
initiatives via our committees, association
alliances, and industry stakeholders.
Create a UTC value proposition and
communicate it up and down the organization.
Better targeted emails -- Get the right information
to the right people.
Review current membership and use lists, and
interest areas for networking (like LinkedIn).

2023 - 2024 Membership Acquisition & Engagement Strategic Framework and Marketing Plan