AITP Membership Marketing Plan
Tuesday, November 27, 2012
Posted by: Barbara Viola, Association Secretary
AITP will be implementing a new nationwide marketing campaign in 2013, and your input as a member can help shape the success of our campaign. In conjunction with this project, we are conducting a member opinion survey. Professional members will receive an invitation to participate in this survey. We need to know what you perceive as your most important "connections” to AITP so that we can create the most effective marketing message.
What do we hope to achieve with this Membership Marketing plan? We are endeavoring to restore AITP's leadership in the technology industry as well as elevate chapter confidence in our national association. We want to not only enhance our image in the IT professional community, but also to help all chapters grow their local membership by increasing national exposure and brand awareness. Growing membership will enable each chapter to add new programs, while improving the networking and educational benefits that you experience as a member. This effort has taken a year of RFP development, receipt of proposals, review, final selection process and final negotiation, in order to get us to this point.
The Membership Tactical Planning Committee consisting of Association Directors Julian Wade (Southern District), Rick Steeber (Central District), and John Council (Central District); Larry Winkelman (Chicago Chapter Secretary) and Barbara Viola (Association Secretary) started this project at the suggestion of the Association Board of Directors (ABoD) in 2011 and plans on seeing it to its conclusion. AssociaDirect is the winning bidder for this project and we already have established a very successful working relationship. John Chrastka, the Managing Director of the company commenced the project at the October Annual Meeting of the Members in Green Bay where he conducted several member focus groups. The information obtained from these sessions will add tremendous value to the Membership Marketing Plan.
Your association leadership looks forward to uncovering actionable intelligence about potential AITP members and to immediately put this information to work in marketing, outreach and member recruitment efforts on your behalf. As the Membership Marketing Plan progresses, we will keep you abreast of our results.