Page 14 - UTC 2023-24 Proposed Membership & Engagement Strategic Framework and Marketing Plan Part One

STRATEGIC PILLAR:

MEMBER ENGAGEMENT

Recruit and Retain

Marketing Campaign Strategy & Timeline

T
ar get
Date Activity (Short-term)
Audience
elop
v
Lapsed Member – de and e e a lapsed member r ecruitment campaign. The
x
ecut
t
C’
ocacy
ding
campaign will be designed to highlight r ecent updat es r egar s UT adv s, eff or
orkf
v
mission, vision, essional pr of and ce or w elopment, de and encourage ement in in
olv
v
ch-April Mar Lapsed Members
ees committ f or entire . staff (36)
e (Distribut digital flipbook with links)
Social media r ecruitment badge
e Fiv email t ouches with personal phone call w-up follo
UT
en
alue
ent
v
v
Non-member e pr ospect r ecruitment campaign - de campaign based on v C Ev Non-
elop
ch-April Mar
oposition pr and sa ed compar to non-member rate sho dollar amount f or member utilities
vings
wing
distribution to all non-member utility att endees. (TBD)
e
v
elop
New Pr ospect - de r ecruitment and e ecut x new pr ospect r ecruitment campaign to
New s Pr ospect (no
essional
orkf
v
C’
highlight s UT adv s, eff t or mission, vision, pr of and ce or w elopment, de
ocacy
C
contact with ) UT
and encourage ement in in ees committ f or entire . staff
olv
v
ch-April Mar (725) Smar t
e (Distribut digital flipbook with links leading to r ecruitment landing page)
Electric er Pw
o
elop v De digital t oolkit to include SM s/talking element s/flipbook point to be shared with
eers olunt /leaders/v staff
Alliance List
e Fiv email t ouches with personal phone call follo
w-up

eek W one
e
w up with phone calls to erable undeliv and no r esponse emails aft er fiv t ouches
F
ollo
y Ma
Goal:

Recruit 5-7 Core utilities &
Retain at least 91- 95 % of 2022 core members.
FY23 UTC Membership Budget $2,335,000
Stretch - Estimated new core utilities revenue determined by
9 $85,318.47
non-renewing core member revenue loss.
4 Stretch - 5 lapsed core members $8,969.10
13 Total estimated revenue new revenue $94,287.57
FY23 estimated projected revenue $2,523,575.14
Estimated expense (graphic design services) outside of staff
-$10,000
time