iapd member engagement case study
DESCRIPTION
International Association of Plastics Distribution (IAPD) Member Engagement Case StudyTRANSCRIPT
Membership Dashboards:
Engagement, Spending and Your Audience
Crystal Roberts, Deputy Executive DirectorInternational Association of Plastics Distribution
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Methodology
Step 1: Identify what to track
Step 2: Identify engagement and
spending
Step 3: Data inventory
Step 4: Development
process
Step 5: Considerations
Step 6: Communications
Step 7: Maintenance
The Ugly Spreadsheet
Discoveries During Development• Needed at least three years of data capture to
show trends• Addition of “deltas” – variance from one year
to the next• Chose to evenly weight spending and
engagement
How IAPD Uses It
• Resource allocation• “Mythbust” common assumptions
about the association• Retain and recruit members
Mythbusting• Example #1: Manufacturers fund the
vast majority of IAPD
Mythbusted• The dashboard showed that spending
by manufacturers is nearly equal to that by all other IAPD member categories
53%ManufacturersResin Manufacturers
47%All other categories
Mythbusting• Example #2: IAPD caters only to big
distributors
Mythbusted• The majority of IAPD programs and
services apply to all member categories. Ten offerings were developed to serve small distributors.
All Membership Categories
Small Distribu-tors
Small, Mid, & Large Distribu-
tors
All Membership Categories Mi-nus Distributors
0
5
10
15
20
25
30
35
40
Mythbusting• Example #3: Only the biggest
companies can make an impact or score the highest
Mythbusted• Of the 83 A and B companies, 65%
have less than $50 million in billing
65%< $50 MM
35%> $50 MM
Results of Soft Rollout
• Membership dashboard presented to leadership in April; since then:
?
Next Steps for IAPD
• Analyze how member companies manage their IAPD budgets
• Analyze reasons for lack of engagement in products/services
• Individual profiles being sent to each member• Rollout the rankings to full membership
Your Turn
• Use these tools for guidance in creating your own membership dashboard
• Tips– Professional associations: Rather than track
individual members, track membership categories– Trade associations: Track each member company
and analyze by membership category, size or market segment
Contact us
Crystal Roberts, M.B.A.Deputy Executive DirectorInternational Association of Plastics Distributionwww.iapd.org [email protected](913) 345-1005