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Slide 1: CESSE Enhancing your Membership Through Personal Benefits and Services 17 July 2003 Brian Anderson IEEE
Slide 2: The IEEE The IEEE (Eye-triple-E) is a non-profit, technical professional association of more than 380,000 individual members in 150 countries. Through its members, the IEEE is a leading authority in technical areas ranging from computer engineering, biomedical technology and telecommunications, to electric power, aerospace and consumer electronics, among others. Through its technical publishing, conferences and consensus-based standards activities, the IEEE produces 30 percent of the world's published literature in electrical engineering, computers and control technology, holds annually more than 300 major conferences and has nearly 900 active standards with 700 under development.
Slide 3: IEEE Financial Advantage Program history Originally, in the 1960’s, the IEEE simply offered an insurance program for members and then in the early 1970’s, an investment program. These original programs were coupled together with additional financial products and services to produce a portfolio of non-technical IEEE member benefits and services.
Slide 4: Introduced on 1 September 1993…. the IEEE Financial Advantage Program Enhancing the value of IEEE membership with a broad range of cost saving and value added benefits and services that address the nontechnical needs of IEEE members and their families. Leveraging the buying power of over 380,000 members in order to provide them clear advantage over non-members. Providing a non-dues revenue stream, to offset the dependency on association dues.
Slide 5: First….we Categorized all Programs under the Financial Advantage Umbrella Insurance Programs Term Life Comp Healthcare Disability Auto & Homeowner Long Term Care Professional Liability many more ! Credit Cards Mortgage Program Realty Program Homeowner/Renter Insurance Moving Services Mortgage Program Financial, Home and Business Computer Purchasing Express Delivery Service Office Supplies
Slide 6: Then…. we Bundled our Programs for segments of our membership…. • • • • • • Students Young Professionals Peak Career Professionals Self-employed/Consultants/Small Businesses Retired Unemployed …providing tailored program choices via targeted & relevant marketing
Slide 7: Success of any program boils down to •Together..addressing the needs of the members, life-style changes and technology improvements •Together…brainstorming & discussing ideas •Together..weighing the options, and projected success. PARTNERSHIP •Together..developing mutually beneficial solutions
Slide 8: Partnerships include External Business Partners & Internal IEEE departments allowing us to have more successful/profitable marketing efforts and the ability to tackle special projects that require joint resources.
Slide 9: Marketing Partnership Data Warehouse Target marketing to segmented IEEE population Joint business partners’ Benefits newsletter “Doing Business Electronically” with the IEEE Joint business partner meetings to target cross selling opportunities EXAMPLES
Slide 10: Data Warehouse Marketing Partnership Use of collected data for more target marketing. Improving mail select to more accurately identify member needs More personalization Reduced cost for mailings
Slide 11: Creative Marketing Partnership Targeted Marketing Students • Targeting a non-traditional older student with benefits attractive to students attending school and making important life decisions for their families and self IEEE Student Credit Card Auto Insurance Short-Term Medical Insurance Mortgages Discount Supplies Travel Services (Spring Break Specials) • • • • • •
Slide 12: Creative Marketing Partnership Targeted Marketing Young Professional & Peak Career Professional • Targeting members with longest membership, interested in practical benefits of membership. Full, detailed brochure with full explanation of products offered with application for immediate submission. Insurance Term Life,Disability, Comprehensive HealthCare, Dental, Prescription Auto/Homeowners Insurance IEEE Credit Card Mortgages Realty Service & Moving Service Travel Services •
Slide 13: Creative Marketing Partnership Targeted Marketing Self-employed/Consultants & Small Business Owner Targeting the member who looks to their association for endorsed and portable programs to be their for them as they venture into their own businesses Insurance Term Life,Disability, Comprehensive HealthCare, Dental, Prescription, Small Business Insurance (1-100 employees) Professional Liability Insurance Auto/Homeowners Insurance Overnight Delivery Service Office Supplies
Slide 14: Creative Marketing Partnership Benefits Newsletter collaboration
Slide 15: Creative Marketing Collaboration with our partner ……a challenging opportunity Discussed with Partner…and the Solution led to a successful Educational Campaign
Slide 16: ‘Doing Business Electronically’ …concept embraced by our Partners •Maximizing our Websites •Common design elements •Button & Banner advertising •Online insurance quotes,tools and forms •Electronic email news alert service •and its successful results
Slide 17: Doing Business Electronically Common design elements; seamless transition to the vendor maintained web pages.
Slide 18: Doing Business Electronically Business Partners Buttons & Banners
Slide 19: Doing Business Electronically On-line quotes & tools
Slide 20: Doing Business Electronically Emailed newsletter alerts subscribers of renewals time, new products and benefit changes
Slide 21: 8000 7800 7600 7400 7200 7000 6800 6600 6400 6200 6000 5800 5600 5400 5200 5000 4800 4600 4400 4200 4000 3800 3600 3400 3200 3000 2800 2600 2400 2200 2000 1800 1600 1400 1200 1000 FAP web visits 2001 - 2003 to date Doing Business Electronically – RESULTS DEC '2001 4131 DEC '2002 5722 Jan-03 6282 Mar-03 6451 Jun-03 7275 fap web visits New Online features added to webpage and additions continue
Slide 22: Doing Business Electronically Internet Marketing Results IEEE Insurance Plans 1999-2000 2001 New Online features added to webpage Term life insurance 2002 Total Applications via the Web Total Coverages Total Premiums 693 622 3,344 1,856 4,148 3,139 $101,226 $1,394,642 $2,718,140
Slide 23: Call Center Partnership Worked with Business Partner to design and maintain a dedicated IEEE call center. 1-800-GET-IEEE (438-4333) Dedicated channels for IEEE members to call for all information on the nontechnical benefits of IEEE, to obtain answers, check status of applications Needs of IEEE members addressed
Slide 24: Customer Service Partnership Membership Retrieval Project Through its partnerships (externally & internally), IEEE is able to identify arrears IEEE members with active insurance policies. A joint effort allow us to recapture these members since their coverage is membership dependant. Working with our business partner, a letter was mailed to alert arrears members. And utilizing the professionalism of IEEE members service staff, calls to the IEEE were answered and the representatives recovered arrears membership dues from delinquent members. Tackling special projects with joint resources.
Slide 25: Our Business Partners collaborate to Support our 4 “R” Campaign RECRUITMENT RETENTION RECOVERY Conference Participation & Representation Student Initiatives $20,000 Free Term Life Insurance Student Branch visits Membership Retrieval via Insurance Programs Pledge financial support for Regional Student Robotics Design Competitions RECOGNITION
Slide 26: We believe…. the rewards of successful programs and the achievement of distinctive projects are credited to … PARTNERSHIPS