general business

Oct 2007 Meeting

Membership Lifecycle Board Reference Material

Value PropositionValue Proposition

ACS Market Blueprint ACS Value Proposition (Age Group) Internal Communications Plan

Information Age (ACS page) Website (News Section) Topic of the Week (Branch eNews)

Professional Membership Application FormProfessional Membership Application Form

Student Application FormStudent Application Form

Graduate Application FormGraduate Application Form

Membership BenefitsMembership Benefits

Professional Development

ProfessionalRecognition

Networking

CareerSupportRewards

ACS Membership

Marketing (CRM) DatabaseMarketing (CRM) Database

External database : Fairfax Internal database

Prospecting PPP Event Participants

Marketing Database (Prospecting)Marketing Database (Prospecting)

Marketing Database (PPP)Marketing Database (PPP)

Effective Market SegmentationEffective Market Segmentation

Statistics ACS Australian ICT Industries Update ABS / DCITA Industry Leadership Group ACS resources

John Houghton / Whitehorse Penetration Rate

Current services providers (NICTIA members)

Effective Market SegmentationEffective Market Segmentation

Internal CommunicationsInternal Communications

Information Age Local newsletter e-newsletters

Branches (topic of the weeks) YIT, Overseas and CEO

Website Branch events

Membership Lifecycle Board 2006/7 Lifecycle Board 2006/7

Membership ProspectingBDM/PPP

TelemarketingOnline

Membership RetentionWelcome Pack

Reader Centric Information AgeWebsite (Resources/Contact)

Launch CPE ProgramDigital Library Development

Awareness/SegmentationMedia Relations

EventsPolicy Promotions

Student/Graduate/YIT

ACS Experience

Membership Lifecycle Board Membership Lifecycle Board The Board provides the direction on as well as strategic coordination of ACS activities which relate to the formulation and implementation of the Society’s membership lifecycle strategies in order to gain and retain members.  Areas explicitly included within the Board's jurisdiction are: To provide leadership and be responsible for the development of strategies for the growth and

development of Membership, and to oversee their implementation To conduct market research into the needs and requirements of the Society, its members and

the profession; To develop and provide marketing materials for the Society; To provide membership recruitment plans and strategies in conjunction with Branches and the

other Boards; To assist with Branch and other Board’s marketing activities; To provide input into Membership Standards; To be responsible for ACS Prizes and Awards; To be responsible for ACS publications strategies; To be responsible for national internal and external communication strategies; To be responsible for Member Advocacy programs; and To be responsible for the Corporate Recognition Programme (CRP) / Professional Partnership

Program.  

There is a Standing Working Party on Publications under the Membership Lifecycle Board.

Budget and ExpensesBudget and Expenses

Building Blocks

2007/8

Budget

2006/7 Budget

2005/6 Actual

2004/5 Actual

Market Awareness

350K 450K 338K 641K

Retention 200K 190K 71K 47K

Prospecting 420K 254K 218K 198K

Segmentation 210K 200K N/A 6K

Publications 500K 500K 711K 698K

Others 50K 20K 37K 44K

Total 1730K 1614K 1376K 1634K

Sources of Lead and ApplicantSources of Lead and Applicant

Percentage* Conversion** Effectiveness***eMarketing# 30% average ↑External Events 12% average ↑ACS Events 12% +ve ↑Advertisements 16% -ve ↓Peer referral 5% +ve ↑Direct Mailing## 10% average →Skill Assessment 8% average →Skill Assessment (free)^ 2% N/A ↑Others 15% -ve →

# a combination of eMarketing related initiatives## graduate offers, etc. * Based on past 12 months only (Jan-Dec 2006)** Average rate of conversion is 10% and target to achieve in 2006/7 is 20%*** Trend is based on cost effectiveness for the ACS^ Improving in 2007

Application MethodsApplication Methods

Percentage* Trend**

Original Forms 30.6% ↓

Online 25.2% ↑

Web Download 36.1% →

Copy of Forms 8.1% ↓

* Based on past 12 months only (Jan-Dec 2006)

** Estimate only

Expectation of Professional Body*Expectation of Professional Body*

Gain exposure to industry issues/networking Further professional development & training Status of being a professional Improve employment credential Membership benefits

* online benchmarking survey only

Key Reasons to JoinKey Reasons to Join

Belong to industry’s professional body Improve employment credential Gain exposure to industry issues & networking Further professional development & training Membership benefits

Key Reasons Not to JoinKey Reasons Not to Join

Relevancy to a career Not a prerequisite to work Status – not highly respected Too costly – financial implication Academic qualification requirement

Key Reasons to StayKey Reasons to Stay

Support to industry’s professional body Gain exposure to industry issues & networking Further professional development & training Membership benefits and rewards

Key Reasons Not to Stay*Key Reasons Not to Stay*

ACS services and benefits Not relevant to work/career Personal reasons (unemployed, retired….)

* Pilot Exit Interview (Vic) in Q2, 2005

The Plan The Plan

Work if you believe in it Work if you support it Work as it has a clear KPI and dedicated resources

to implement Consistent with Strategic Plan

it is achievable and should be implemented

How Can YOU help?How Can YOU help?

Feedback Board representative

Commitment Moral support Local business plan Implementation

Critique “Nothing is sacred” in running a membership organisation

Give it a go and Make ACS more relevant