DISCOVERY    ASHRAE  has  over  50,000  ac2ve  engineer  members  –  over  10,000  are  college  aged  student  members.      Acquiring  new  student  members  proved  to  be  successful  while  data  revealed  reten2on  struggles.    Conducted  focus  groups  and  surveyed  student  members.      Problem  iden2fied:  Post  college  membership  dues  are  too  expensive!  Students  pay  $20  annually  while  in  college.  As  a  full  member,  due  are  $200.      Ah-­‐Ha  Moment:  ASHRAE  Smart  Start  Campaign  was  born!                                

DISCOVERY  Goal:  Retain  students  through  2ered  dues  structure  -­‐  $20,  $50,  $50!      Project  scope  included  landing  page  development,  paper  applica2on,  digital  applica2on  infrastructure,  social  media  strategy,  direct  mail,  email  blasts,  e-­‐newslePer  men2ons,  trade  show  presence.      Budge2ng  and  2meline:  $250,000,  Launch  August  2010.        CREATIVE  STRATEGY/DESIGN  ASHRAE  Smart  Start  brand  and  crea2ve  development  with  Kellen  Company  –  agency  of  record                                  

DEVELOPMENT/PRODUCTION  Print  Material                                  

When you transfer from Student Membership to Regular Membership you gain access to the following essential ASHRAE member benefits:

• The ASHRAE Handbook — the indispensable, industry-wide

resource for all HVAC&R professionals

• ASHRAE Journal — this monthly resource is the most trusted

technical magazine in the HVAC&R community

• High Performing Buildings — the quarterly magazine for

innovation in building technology design and operation

(electronic version only)

• ASHRAE Insights — the monthly newsletter of key Society news

and activities

• HVAC Industry News — a weekly news resource keeping

ASHRAE members abreast of the latest industry news and

information

• Access to more than 300 of the industry’s leading technical

publications

• Access to online education, webcasts and professional

education classes

• Online training

• Professional certification

• Critical industry research

• Tremendous networking opportunities through chapters and

committees

• Career services

What is the smartstart program?Simply put, it’s the best way for ASHRAE student members to

continue receiving the many member benefits of ASHRAE after

finishing college.

How does it work?1. The first year out of college annual membership is $20.

2. Then it is only $50 for the second year and $50 for the third year.

3. You save up to $420 and get three years of membership for

$120. ($20-$50-$50)

why transfer? real students.

real reasons.

ashrae.org/smartstart

William MakChicago, IllinoisB.S. in Architectural Engineering,

Milwaukee School of Engineering

Why an engineering career in HVAC&R?I wanted to purse an

industry that related

energy usage,

buildings and

people.

What has ASHRAE meant for your career?Through ASHRAE, I have developed valuable

connections with people in the field locally and the

technical database that comes with membership is

priceless. In addition, by getting involved with Young

Engineers in ASHRAE (YEA), I have been able to

network with other people in the industry in my age

group and at a similar place in their career.

Advice to studentsTake advantage of resources, discover what you are

passionate about and get outside of your comfort

zone once in a while. The more you get involved

with ASHRAE, the more you will get back in return.

g g

an

d

ant

To receive your subscription to the ASHRAE Journal, please

answer the following questions by entering the appropriate

codes in the spaces provided.

ASHRAE STUDENT TRANSFER FORM

F�Mr. F�Miss F�Ms. F�Mrs. Member No.___________ *Birth_______ /_______ /________ *Requested for (Month) (Day) (Year)

membership demographics

Name (First) (Middle) (Last) (Designation)

E-mail __________________________________________ Alternate E-Mail

Telephone _________________________________________________FaxASHRAE Email Usage Policy - ASHRAE respects the privacy rights and communication preferences of its members. To support ASHRAE’s commitment to sustainability, ASHRAEactively seeks to reduce the amount of paper and mail used to communicate Society information. By supplying your email address, you are agreeing to receive electroniccommunications from ASHRAE, with the knowledge that you may opt-out of certain types of electronic communication once you become a member. Occasionally ASHRAE makes under proper safeguard physical address mailing lists - not email - to third parties for HVAC&R technology related direct mail purposes. If you DO NOT wish to receive these physical mailings, please check here. F

Address

City _______________________ State/Province ____________ Zip/Postal ____________ Country

Address

City _______________________ State/Province ____________ Zip/Postal ____________ Country

Address

City _______________________ State/Province ____________ Zip/Postal ____________ Country

Current Address: (This will be where all correspondence will be sent unless otherwise specifi ed)

Permanent Address: (OPTIONAL - During the summer months and after graduation)

Business Address: (OPTIONAL - Fill out this section and check the box below if you prefer correspondence mailed to your business address)

MAIL OR FAX BACK COMPLETED FORM ALONG WITH APPROPRIATE FEES TO:American Society of Heating, Refrigerating and Air-Conditioning Engineers, Inc. • 1791 Tullie Circle NE, Atlanta, GA 30329

Phone: 1-800-527-4723 (U.S and Canada) • 404-636-8400 (world-wide) Fax: 404-321-5478 • www.ashrae.org

Please select preferred method of contact? F�Current Address F�Permanent Address F�Business Address

What version of the ASHRAE Handbook would you like?

F�I-P (inch/pound units version) F�SI (metric units version) F�CD (I-P & SI)

save money. save time. transfer online.www.ashrae.org/smartstart

Which best describes your fi rm?11. Consulting Engineering12. Architect/Architectural & Eng Services15. Design/Build21. Contractor26. Property Mgmt & Dev31. Industrial Facility41. Commercial Facility42. Government, Healthcare, Education43. Utility51. Manufacturer/HVAC&R Equipment61. Manufacturer’s Representative62. Sales Engineering71. Wholesaler or Distributor83. Library84. Technical, Professional or Trade Associtaion86. Student ***91. Other (Please Specify)__________________________________

Which best describes your title? B. PresidentC. PartnerD. AssociateE. OwnerF. Vice PresidentG. Vice President Eng, Chief EngineerK. Design EngineerL. Project/Application EngineerO. Facility Engineer/ManagerP. Research/Development EngineerR. Sales Engineer, SalesS. Purchasing AgentT. DraftspersonU. EstimatorW. TechnicianX. Instructor, ProfessorY. Student ***Z. LibrarianZZ. Other (Please Specify)__________________________________

Which best describes your function?1. Design/Application2. Manufacturing3. Maintenance/Operations4. Management5. Sales6. Research7. Teaching8. Other (Please Specify)__________________________________

Method of PaymentBy completing the payment option below and submitting the student transfer program form, ASHRAE will charge the amount selected below to your credit card.

F $120: For all three years ($20-$50-$50) F $20: For one year only (your next two renewals will be $50/year)

F�Visa F�Mastercard F�American Express F�Check or money order Enclosed Amount (Checks must be payable to ASHRAE in US funds drawn from a US bank.)

Card # _____________________________________________ Expiration Date ______/______ CVV ______________ (Month) (Year)

Name on Card ______________________________________________Signature ______________________________

Shaping Tomorrow’sBuilt Environment Today

DEVELOPMENT/PRODUCTION  Landing  Page  –  www.ashrae.org/smartstart  

DEVELOPMENT  PRODUCTION  Digital  Form    

DEVELOPMENT/PRODUCTION  Social  Media  Presence  

DEVELOPMENT/PRODUCTION  Other  Deliverables  (not  pictured)    

Direct  Mail    Monthly  emails  to  students  approaching  membership  expira2on    Men2ons  in  quarterly  newslePers    Digital  banner  ads  placed  throughout  ashrae.org      Interac2ve  student  membership  booths  at  bi-­‐annual  engineering  trade  show  

LAUNCH  August  1,  2010  –  go  live:      •  Email  blasts  to  student  returning  to  school  for  fall  semester  –  

concentrated  efforts  to  December  graduates  to  transfer  their  membership  

•  Direct  mail  launch  –  packets  mailed  to  campus  advisors,,  professors  and  students  returning  to  school    

•  Fall  E-­‐newslePer  send  to  all  members  who  are  professors  as  well  as  student  members    

•  Online  banner  ads  in  rota2on  on  ashrae.org  

•  Weekly  posts  begin  on  ASHRAE  Student  Connec2on  Facebook  Page  

           

TRACKING/RESULTS    

•  Pull  dashboard  60  days  past  deployment  –  NetForum  (CRM)  

•  Google  Analy2cs:  20%  increase  in  traffic  to  the  student  sec2on  of  ashrae.org  

 •  Hootsuite:  250  social  media  men2ons  from  student  followers  aaer  60  

days    

•  50  college  media  outlets  men2oning  ASHRAE  Smart  Start              Program    

TRACKING/RESULTS    

•  20,000  pieces  of  direct  mail  executed  to  students,  professors  and  campus  advisors.    

•  55,000  monthly  E-­‐newslePers  deployed  to  en2re  membership  with  ASHRAE  Smart  Start  Program  men2on.    

•  20,000  ASHRAE  Smart  Start  HTML  email  blasts  to  students,  professors  and  advisors  with  25%  open  rate,  4%  click-­‐through  rate  and  only  a  1%  bounce  rate.    

•  Aaer  60  days,  there  were  100  applica2ons  submiPed  via  USPS  

•  Aaer  60  days,  there  were  250  applica2ons  submiPed  electronically    

•  Aaer  year  1,  our  overall  reten2on  improved  by  25%!    

ROOM  FOR  IMPROVEMENT    

•  Less  focus  on  direct  mail  because  students  spend  60%  of  their  2me  on  their  mobile  devices.  They  also  move  frequently  and  returned  mail  skews  higher  amongst  this  age  group.    

•  Explore  more  social  and  mobile  strategies  that  involved  one-­‐click  membership  payment  op2on  (i.e.  Click-­‐to-­‐pay  via  a  mobile  applica2on).    

•  Keep  research  current.  Revisit  student  focus  groups  every  two  years.    

•  Conduct  surveys  aaer  each  student  transac2on.    

•  Leverage  grassroots  ac2vi2es  on  campus  –  we  have  10,000  brand  ambassadors.    

 

QUESTIONS?    

THANK  YOU