Segmentation and Personalisation for Associations and Membership Organisations
Speaker
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Olena LimaMemberBoat FounderOlena Lima Founder and Principal Consultant of MemberBoat, a digital marketing agency dedicated to helping professional associations, industry bodies and other membership organisations embrace emerging digital marketing tools and simplify their journey to digital transformation.
With an extensive background in services marketing, over the past decade, Olena has worked with a number of individual membership-based professional associations, corporate and industry bodies, government-supported social and health sector associations, and self-supported associations for business.
The focus of her work has been on member engagement, marketing and communications, digital strategies, technology implementation and young members.
A one-size-for-all approach to marketing and content creation simply does not work. These days, users expect personalised services and experiences.
In order to create a member value proposition that resonates, it’s important to deliver different content and services to members with unique and individual behavioural, psychographic, and demographic characteristics.
Segmenting and personalising based on data and previous behaviour is one of the most powerful tools available to marketers and membership managers today.
In this workshop, we will explore the different dimensions of segmentation. Working collaboratively as a group, we’ll uncover the audience cross-section that best aligns with your association’s objectives and available resources.
You’ll leave the workshop with clearly defined segments and a high-level strategy that applies analytics and personalisation to deliver highly-targeted messaging.
During this workshop we’ll deep dive into:
- The 4 stages of successful personalisation
- Marketing segmentation: criteria, methods, and applications
- The difference between manual and data-driven personalisation
- How to create targeted, clear, and direct messaging that attracts your ideal member
- The difference between segments and member persona
- Group exercise: Mapping existing content with the personalisation focus areas in mind
- Plus, how to create data-driven customer journey mapping
Cost:
- General admission: $165 (incl. GST)
- Register three or more members of your team to secure your additional 10% discount.
- We’re offering a 10% discount if you register for two workshops at a time, or a 25% discount if you register for three or more workshops. Please, contact hello@memberboat.com.au if you’d like to register for more than one workshop.
Note, we’re offering two complimentary tickets for every Membership Marketing School workshop for staff members of small associations and association emerging leaders. Click here for more information.
Please note that while we will deliver recordings of the theory section of our workshops, unfortunately, due to the interactive and collaborative nature of the workshops, the practical task, Q&A and group discussion sections will not be available in recordings. We strongly encourage to attend the workshop live to learn valuable insights from your peers.
What’s included:
Membership Marketing School workshops are online collaborative events focused on one of the digital marketing topics relevant to the association and membership context. What you can expect during every workshop:
- Every MMS workshop starts with a recorded one-hour topic overview with information about the latest industry trends, updates and digital marketing tools. The aim of this introductory session is to provide context for the workshop topic and establish a connection for further understanding through shared thoughts and other group members’ experiences.
- Group practical task. During every workshop participants will be divided into groups and given a practical task on a certain topic.
- Q&A and Brainstorming Sessions, where you will be able to share your experience, ask questions, and connect with other membership and marketing professionals.
- Collaborative environment with no more than 15 registrants per workshop
- Tailored content. The content of every workshop will be tailored to the audience and the technology they are using, taking into account questions gathered during the registration process.
- Templates. Participants will be provided templates and workbooks related to the topic.
We’re aiming to create highly-customised workshops covering topics relevant to participants. You can add your questions during the registration process or email them to hello@memberboat.com.au at least 10 day prior to the workshop.
Membership Marketing School is now a CAE Registered Provider, which means all our workshops meet the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. For more information about the CAE credential or Registered Provider program, please visit asaecenter.org/cae.
As a CAE Registered Provider educational workshop related to the CAE exam content outline, this program may be applied for 2 credits toward your CAE application or renewal professional development requirements.
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