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Mission, Marketing, Membership: A Magic Mix for Success. Presented by: Dana Hines, Karin Jaros, Rosie Siemer, and Maureen McCarthy
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A Magic Mix for Success
AMMC 2013
Mission – Marketing - Membership
• Dana Hines, President and CEO, Membership Consultants - Moderator
• Karin Jaros, Head of Membership and Annual Fund, The Morton Arboretum
• Rosie Siemer, Principal, fiveseed• Maureen McCarthy, Manager, Membership
Programs, Saint Louis Zoo
Presenters
Dana HinesPresident and CEO
A Magic Mix for Success
Mission – Marketing – Membership
Introduction
Membership Department Positioning
Where do we fit? Are we marketing? Are we fundraising? Are we the promoters of our organization’s mission?
We are all of that!
Mission – Marketing – Membership
How is Membership Positioned in Your Organization?
Does Membership planning occur with and do you have the support of the following Departments? (check all that apply)
• Membership is out in front of other departments with graphic needs
• Membership can’t “fit into” Marketing or IT’s email communications schedules
• Institutional marketing messages and Membership marketing messages are disparate
• Marketing databases and Membership database don’t talk, overlap but no one coordinates
• Members expect to “know first” – and should!• Member online communications are not specific to their
membership status• …and many other scenarios!
Common Challenges
Karin L. JarosHead of Membership and Annual Fund
A Magic Mix for Success
Mission – Marketing – Membership
Membership and Marketing
Full color vintage illustration of the Three Bears discovering that someone has eaten their porridge.Drawing was scanned from a 1933 children’s fairy tales book.
Membership and Marketing can be like Goldilocks and the Three Bears.
The porridge is too cold. It’s too warm. Or – if you’re lucky – it can be “just right”!
The Three Bears
Or, Membership and Marketing can be like the Goldilocks Zone – an area of space in which a planet is just the right distance from its home star (or sun) so that its surface is neither too hot nor too cold.
For example, Venus roasts in a runaway greenhouse effect and Mars exists as a frozen, arid world. But in between - on Earth - the conditions are just right (so that liquid water remains on the surface of the planet without freezing or evaporating out into space). Planets that may be “just right” are in the Goldilocks Zone.
The Goldilocks Zone
How does this analogy play out for Membership and Marketing?
It’s a bit like standing around a campfire on a very cold night. Stand too far away and you freeze, stand too close and you catch on fire and burn to death.
If the Membership and Marketing departments are too far away, then the relationship freezes and life can’t emerge. If they orbit too closely the relationship can be roasting hot and nothing can live.
It gets a bit more complex than this, of course! And it also has some pretty significant implications for the search for extraterrestrial life . . .
Just Right
How do you get it “just right”?
• Process
•Communication
•Communication
•Communication
•Communication
•Communication
•Communication
•And More Communication
Just Right
Mission – Marketing – Membership
Mission – Marketing – Membership
Make Membership and Marketing your Goldilocks story.
If the porridge is too cold. If the porridge is too warm. If the bed is too big. If the bed is too small.
It’s your job to . . .
Make it “JUST RIGHT.”
Get into the Goldilocks Zone!
Your Goldilocks Story
Rosie SiemerPrincipal
A Magic Mix for Success
Mission – Marketing – Membership
Digital Integration
• Content Strategy• Authority and Responsibility• Advertising/Promoted Posts
• Special Promotions
• Membership Tabs
• Raise awareness, drive traffic to membership webpages, capture prospect data
• Highly targetable• Thread in mission-oriented messaging• Capture member stories• Integrating online/offline• Earned and paid media• Adherence to TOS
Contests
• Shared goals, metrics, schedules & reporting• Google Analytics (traffic and conversion goals)• Google AdWords/Targeted Display Advertising• Tailored email campaigns and landing pages
A Seat at the Table
• QR Codes• Text Campaigns• Mobile Optimized/Apps• SoLoMo
The Mobile Imperative
Mission – Marketing – Membership: A Magic Mix for Success
Saint Louis Zoo Overview Brand Messaging Media Campaign 2012 Media and Membership
Saint Louis Zoo
Mission of the Saint Louis Zoo
To conserve animals and their habitats through animal management, research, recreation and educational programs that encourage the support and enrich the experience of the public.
Animals: 19,000 Acres: 90 Forest Park: 1,371 acres, 7th largest
urban park in the U.S. Annual Visitors: 3,000,000+ 2012 Record Year : 3,500,000! 2nd only to Arch in Tourism Attendance AZA – Association of Zoos and
Aquariums Named America’s #1 Zoo in 2004
Saint Louis Zoo
Organization Structure
27
President & CEO
Organization Structure Vice President of External Relations
• Responsibilities include Marketing and Membership
Membership reports into Director, Marketing
Manager, Membership Operations and Programs
Saint Louis Zoo
Manager, Membership Operations and Programs • 40 Employees – Full time, Part time, Seasonal• Welcome Desk “Front End Staff”• Membership Services “Back End Staff” – Data
Management, Fulfillment, Communications• Zoo Friends Services – Donor phone calls• We support donors, visitors and events• Seasonal peaks exist in all areas
Saint Louis Zoo
Membership Department benefits from being part of the Marketing Department
Membership messages are consistent with overall Zoo media plans
Media may feature new Exhibit,Theme, Animal News or a Zoo Event
Saint Louis Zoo
Strong Marketing, Public Relations, Development and Membership Departments have existed for many years
Core Brand messages remain consistent
Animals Always Zoo logo
“It is all about the animals…”
Saint Louis Zoo
Can You Come Out and Play? Launched in 1997
Based directly from brand position:• The Zoo is a great place to spend the day outdoors
with your family• Always features animals and families• Campaign is always TARGETED to women 25 – 54• Tone is always fun; reminder that a Zoo visit is fun
Can You Come Out and Play?
• Research Based
• Part of our Brand Message
• Emotional Connection with Visitors
Saint Louis Zoo
Billboards
Web Banner Sample
Web Banners These appear on other
web sites Clicks take user back
to Zoo site.
Web Banners Sample
Membership Marketing Can You Come Out and Play?Featured on Direct Mail
Membership Marketing – Can You Come Out and Play?Animals + Attractions
Membership Department benefits from being part of the Marketing Department
Membership messages are consistent with overall Zoo media plans
Sea Lion Sound exhibit opened in 2012
Saint Louis Zoo
Sea Lion Sound 2012
First Major Exhibit Since 2009 Sea Lion Show
rated among top value attractions
Sea lion basin among original exhibits
Sea Lion Sound - Plans
Creative Strategy• “Immerse yourself in the new Sea Lion Sound
exhibit as sea lions swim over and around you for a one-of-a-kind experience.”
Strategic Direction Internal Communication Critical for Success
Communication
44
President & CEO
Sea Lion Sound The Living Promise
Campaign $18 million investment Underwater viewing tunnel Opened June 30, 2012 Member preview week
prior
Sea Lion Sound New Sea Lion Show
Arena
Sea Lion Show Tickets are a Member Benefit
Sea Lion Sound
Change in Promotional Calendar
April May June July Aug Sept Oct Nov Dec
Can You Come
out and Play
Can You
Come out and
Play
Can You
Come out and
Play
Sea Lion
Sound
Sea Lion
Sound
Sea Lion
Sound
Boo at the Zoo
Wild Lights
Wild Lights
Tunnel Delayed Scheduled for June 30 opening rather than early May Adjusted New Member Mailing schedule accordingly
Billboards
Billboards
Bus Shelters
Membership direct mail campaign coincided with opening of exhibit
Media coverage of exhibit opening
Delayed Mailing from May to June
Shared photography
Sea Lion Sound Extended to New Member Campaign
Sea Lion Sound New Member Direct Mail Program
Sea Lion Sound New Member Direct Mail Program
Media Excitement
Sea Lion Sound New Member Onsite Brochure
Sea Lion Sound
Sea Lion Sound Great Public
Excitement! TV Radio Print Membership• Show tickets• Extended “New Member
Season”
Saint Louis Zoo 2012 Great new Animal Experience Media Support Great Weather Record 3.5 Million Visitors Membership – Record Year
with 48,000 Members!
Lessons Learned
Marketing Support of Membership Efforts is critical
Zoo Support is important
Feature your logo • – Reinforce brand message
Saint Louis Zoo
Lessons Learned
Aim for consistent messages to Consumer
Share Imagery, Headlines when it makes sense
Stay consistent with core brand messages • Animal Imagery• It’s all about the animals!
Saint Louis Zoo
THANK YOU
To conserve animals and their habitats through animal management, research, recreation, and educational programs that encourage the support
and enrich the experience of the public.
