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

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
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