This year’s event offers main conference strategic sessions and separate implementation workshops with attendance as low as £85!
There are many reasons to attend the 12th annual membership marketing event so book your place now, There is a 10% discount only for those registered to receive our ezine, so if you haven't already done so register now and then book your place quoting 'Early Bird' in the promotion code box before 29th February for the discount.
Cutting Edge or Cutting Back?
The implications of doing more or standing still in mobile, interactive, new member categories and internationalisation.
Strategic main conference
9.00 – 9.20
Chair's Welcome and introduction
John Brindley sets the scene for the day highlighting some of his own experiences and developments at the Institute of Physics including the introduction of e –memberships in 2011.
John Brindley, Director, Membership & Business, Institute of Physics
Session 1 - THE FUTURE OF INTERACTIVE AND MOBILE STRATEGIESPresentations
9.20 – 9.45
What an integrated on-line strategy should look like – How to bring technology into the membership model. Getting the balance in marketing and communications right – traditional versus new/interactive.
Sarah will highlight her experiences at ACCA in the use of social media and Apps. ACCA won the 2011 MemCom awards category for ‘Most Innovative Use of Technology’. Since setting off with a social media strategy in 2008, the ACCA Facebook page had over 47,000 fans at the time of submitting their entry. Linkedin had 4000 members and Twitter has 7000 followers. Sarah will update you on their stats and how social media activity is integrated into ACCA’s wider strategy. Sarah will also touch on how to persuade councils and boards that you have to keep pace with members/potential members’ changing patterns of information access and service requirements.
Sarah Hathaway, Head of Marketing and Promotions, ACCA UK
Round table debate - 20 minute on the issues raised and feedback sessions from selected tables. Key debate question – What are they key challenges you face in developing your integrated on-line strategy? Feedback on answers and pose questions to the expert panel.
10.15 – 10.40
Mobile Strategy – How to create one; do you need one?
Recognising that even some larger professional bodies are at the early stages of considering a mobile strategy, Paul will review why mobile is relevant to professional bodies. He’ll cover changes in consumer behaviour, what a mobile strategy should look like. His talk will be illustrated with case study extracts from both a consumer and member perspective.
Paul Berney, Chief Marketing Officer at Mobile Marketing Association and Managing Director EMEA
Round table debate – 15 minute on the issues raised and feedback sessions from selected tables. Key debate question – What are they key challenges you face in planning or developing your mobile strategy? What do you or would you hope to get out of it? Feedback on table findings and questions to the expert panel.
Expert panel to include speakers and other experts:- Steve Gray, CTO, YARG - dedicated to designing, building and delivering professional Apple iPhone Apps, iPad, Microsoft Windows Phone 7, Android and BlackBerry solutions.
- Tim Jenkins, PIXL8’s Operations Director has specialised knowledge around developing a mobile strategy. A number of his clients have or are in the process of developing mobile projects and last year he delivered a presentation around the future of mobile technology.
Session 2 - THE MEMBERSHIP BRAND
11.20 – 11.55
Protecting and developing your membership brand
Ray will cover:
- Re-branding – when to consider going through the process and what you should look to get out of it
- Introducing new member categories or company/corporate schemes without diluting the brand and the independent professional body status
- How to develop tailored company schemes which can make large companies better disposed to membership of employees (and payment) if benefits and communications are better integrated into their processes and skills requirements.
Ray Perry - Formerly Executive Director, CIMA
Round table debate - 20 minute on the issues raised and feedback sessions from selected tables. Key debate questions – What are they key challenges you face in developing your brand? What challenges have you seen in opening up new categories of membership? Feedback on table findings and questions to the expert panel.
11.55 – 12.20
‘So you’ve measured what members’ value - How does this affect your brand and how departments realign themselves to that brand?’
Cristian Holmes, Director of Marketing, Communications and Membership, BACP
Round table debate - 20 minute on the issues raised and feedback sessions from selected tables. Key debate question – What tools are used in your organisation to set departmental objectives. How could you take on board Cristian’s approach? Feedback on table findings and questions to the expert panel.
Expert panel to include speakers.
1.00 – 1.45 - Pre-lunch networking reception
1.45 - Awards lunch
2. 30 - Guest speaker TBC
3.00 - Awards presentations
4.15 - Conference closes
Practical workshop topics – alternative stream to main strategic conference
This stream will run all morning in parallel to the main conference and provide those charged with implementation of membership marketing strategies with expert practical advice. (limited to 50 membership executives only)
9.00 – 1.00 pm
Topics will include:
How to deal with the ever widening range of technology suppliers – Social media, SEO, Apps webetc. Guiding principles presentation and extended Q&A/ information sharing.
SPEAKER: Sue Fidler - Sue is an independent web consultant with more than 15 years of IT, Database and Internet experience from the NFP/membership and corporate sectors. Specialties include: web development, specification development and tender management, emarketing, email strategy and planning, ICT and dB strategy development; specification development and tender management.
Communicating with professional members - How that differs from other audiences and demonstrating value. Presentation and extended Q&A/ inforation sharing.
SPEAKERS: Ann Mealor FCIPR, Chief Executive, William Jack. Associate lecturer, London College of Communication and formerly Deputy Director General: Marketing and Public Relations at Chartered Institute of Public Relations.Ashley Gibbins, Chief Executive, The International Travel Writers Alliance and also Associate Lecturer at London College of Communication.
CRM or Improved Marketing Database?
How to determine if your organisation is ready for CRM, improved CRM or for now just a better marketing database
- Pre-requisites
- Business culture
What Microsoft Dynamics CRM can offer for those ready for the next move.
Speaker: Stephen Manley, Business Development Manager, Excitations
Messaging and the segmented database
What characteristics should you look for in your database or CRM system which will enable you to deliver more effective communications.
This workshop will focus on the implementation of an achievable, segmented campaign and creating stronger messages. For example:
How do members see themselves and what effect does that have on for example reasons for renewing or lapsing?
Do some member groups feel you are not catering for them? Perhaps you appear to cater only for particular segments.
Come to the workshop with your questions and queries. This session will be geared towards sharing best practice.
Speaker: Chris Timms, Marketing Director, Sterling Solutions
Developing members as advocates - What is your net promoter score? What does that mean in reality? Those close to you can be positive or negative advocates so how do you deal with each type? Presentation and extended Q&A/ information sharing.
Speaker TBC.
Following the parallel strategic and workshop morning strands there will a pre-lunch drinks reception in the expanded exhibition area followed by:
The MemCom – Membership Marketing Awards lunch and presentations in the Nash room at the IOD
For details of the awards categories and how to enter click here from 1st February 2012.
Judges include:
- Matt McDermott, Sales and Marketing Director, RICS UK
- Carolyn Munton, Head of Marketing and Business Development, Royal College of Nursing
To book click here
Four rates – four different ways to attend MemCom 2012 starting at £85:
Full day delegate: to include morning strategy conference sessions, exhibition, pre-lunch drinks reception, awards lunch and presentations. Membership organisation executives - £220 plus VAT. Other delegates £275 plus VAT.
Half day main conference delegate: to include strategic conference topics, debates, exhibition attendance and reception (no awards lunch). Membership organisation executives - £140 plus VAT. Other delegates £170 plus VAT
Half day exhibition and workshop delegate: to include exhibition visit and practical workshop attendance (attendance at all 5 workshop sessions included). Only open to Membership organisation executives - £85 plus VAT. Includes refreshments and pre-lunch drinks reception. Additional cost if wish to stay for the awards lunch is £85 plus VAT
Awards delegate: exhibition, reception, the awards lunch - £90 plus VAT
Lunch includes two courses with wine or soft drinks.
Early bird discount – save 10% by reserving a place by February 29th (quote Early Bird in code section). Only available to those who have registered on the MemCom Ezine web site to receive e bulletins.
Speaker Biographies
John Brindley, Director, Membership & Business, Institute of Physics
Sarah Hathaway - Head of Marketing and Promotions, ACCA UK
Sarah has worked for ACCA for over 11 years rising through the marketing and communications ranks.
Sarah’s role is to attract, retain and recruit potential and qualified accountants, through creating and managing a strong brand profile, developing effective communication messages and channels and understanding customer needs and aspirations.
One of Linkedin recommendations says of her – ‘’Sarah is a strategic thinking marketing leader with an exceptional range and depth of experience including PR, comms (internal and external), digital marketing and using social networks and marketing campaigns to deliver exceptional results.”
Cristian Holmes - Director of Marketing, Communications & Membership, British Association for Counselling & Psychotherapy. Also Steering Group Member at Professional Associations Research Network
Cristian originated the 'Value Model' based on an extensive research audit including reviewing member research from 24 professional bodies, rigorous testing within his own membership research at BACP, and drawing on eighteen years of working with leading bodies.
Cristian applied the model to BACP research and the results have prompted strategic challenges to the organisation which Cristian will discuss at MemCom.
Ray Perry - Formerly Executive Director, CIMA
Created first global advertising campaign and launched a brand values programme. Awarded “Campaign of the Year"
Earlier Ray was Director of Marketing at the Chartered Institute of Marketing; CEO of E Centre, Board Director of CIM Commercial Training School
Paul Berney - Chief Marketing Officer at Mobile Marketing Association and Managing Director EMEA
Paul has worked in mobile marketing for 10 years and in a unique international role for the MMA for the past four years.
In total Paul has 24 years experience in a wide variety of sales, marketing, business development and commercial roles spanning several different industries and market sectors including automotive, printing, internet development and management consultancy.
Paul has presented at more than 150 events in 28 different countries.
He has extensive personal experience of and input into professional bodies including:
Business Leader in The Marketing Society
Member of the CMO Council
Chartered Marketer with The Chartered Institute of Marketing (CIM)
Fellow of the Institute of Direct Marketing (F IDM)
Mentor in The Marketing Academy
With special thanks to the Agenda Planning Group for input on the conference agenda
Martin Reid, Head of Membership Marketing, CII
Patrick Stubbs, Director of Marketing and Membership, RPS
Sarah Hathaway, Head of Marketing, ACCA
Helen Pain, Director Membership Services, RSC
Tony Lewis, Head of Member Marketing, The Caravan Club.
NB: - agenda is subject to change
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