SHRM VOLUNTEER LEADERS SUMMIT 2015 NOVEMBER 19 -21

SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19 -21, 2015 | WASHINGTON, DC “Stick With Me” WEBCAST – MARCH 20, 2015 Phyllis Shurn-Hannah, SHRM-SCP, NE Region Field Services Director Rick Whelan, MGI, President Melissa Foldvary, SHRM Manager, Marketing Communications Anne Carman, SHRM Manager, Membership Retention

2 Welcome & Introductions #SHRMLEAD March 2015 MEMBER BENEFITS WEBCAST ©SHRM 2015

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Overview • Branding • Value Proposition • Nationwide Association engagement • Member Engagement • Questions 3

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Franchises/affiliates using the National Brand • Mc. Donalds – Would you be part of a great brand like Mc. Donalds but not use the Golden Arches for your franchise? • Mary Kay – A good example of a brand that requires its representatives to maintain a strong brand identity through training and marketing materials. • Honda – Honda and other car dealers are independently owned but would not be able to make sales if they didn’t promote the quality of the brand, specs & features. 4

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Leverage SHRM’s Brand Value • Utilize the SHRM name to build credibility – Since 2014 SHRM has been investing heavily in a variety of communication channels to build awareness of SHRM’s role within the HR profession – We are targeting the business community and the C-suite to help increase awareness of SHRM making it easier for the HR professional to get the buy-in to obtain the resources they need – Use that national SHRM brand awareness to benefit your chapter by playing up the affiliation 5

6 SHRM’s Marketing Channels Telephone E-Mail Search Engine Marketing (SEM) Marketing Channels Online Advertising Radio Direct Mail Social Media March 2015 MEMBER BENEFITS WEBCAST ©SHRM 2015

7 SHRM’s Brand Story Attributes Experience Tone Influential Responsive Informative Thought Leader Inclusive Credible Relevant Engaging Influential Trusted Resource Accessible Approachable Advocate Professional Knowledgeable Serving the Professional Welcoming Familiar Advancing the Profession Personalized Professional March 2015 MEMBER BENEFITS WEBCAST ©SHRM 2015

8 Make the connection: Branding & Value • People become loyal to a brand when they see value in it • The higher the level of perceived brand value, the higher the level of brand loyalty • SHRM communicates its brand value in marketing and branding initiatives March 2015 MEMBER BENEFITS WEBCAST ©SHRM 2015

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 What is your Chapter’s Value? …and how does this relate to engagement? 9

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Building a Value Proposition • • • Understand why they joined Understand members’ interests Understand behaviors Understand members’ demographic profiles Regularly communicate your value proposition to your members 10

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Relevance The Networker • Face to face events • Online community • Job opportunities Value Proposition The Information Seeker • Articles/White Papers • Webcasts • Compliance Resources • Newsletters The Volunteer • Leadership opportunities • Opportunity to give back • Advocate on behalf of the profession 11

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 A Value Proposition Exercise • • What is your chapter’s value? How do you find out what is valuable to your members? REFERENCE: VALUE PROP HANDOUT 12

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Value Proposition Exercise Features: The Things You Have 13

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Value Proposition Exercise FEATURE Continuing Education Programs Certification Prep Programs Members-Only Discounts Newsletter or e. Newsletters Monthly Magazine/Journal Webinars Face-to-face lunches/dinners/meetings 14

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Value Proposition Exercise Benefits: What people gain from the Feature 15

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Value Proposition Exercise FEATURE BENEFITS Continuing Education Programs Keeps you knowledgeable and relevant as a professional Certification Programs Validates your capabilities Members-Only Discounts Saves you $$$$$$$ Newsletter or e. Newsletters Easy access to timely information Monthly Magazine/Journal Covers the hottest topics and trends around <your profession> in your area Webinars Convenient learning at your fingertips Face-to-face lunches/dinners/meetings Networking with other professionals like you to discuss and solve common problems 16

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Value Proposition Exercise Avoidance: What People Don’t Want to Experience 17

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 18 Value Proposition Exercise FEATURE BENEFITS AVOIDANCE Continuing Education Programs Keeps you knowledgeable and relevant as a professional Missing out on essential knowledge for professionals Certification Programs Validates your capabilities Getting passed over for a higher position Members-Only Discounts Saves you $$$$$$$ Paying too much somewhere else! Newsletter or e. Newsletters Easy access to timely information Wasting time searching for critical information Monthly Magazine/Journal Covers the hottest topics and trends around <your profession> in your area Not being on top of major employer concerns Webinars Convenient learning at your fingertips Costs of travel, room and board for educational needs Face-to-face lunches/dinners/meetings Networking with other professionals like you to discuss and solve common Working in isolation on key issues that would benefit from multiple viewpoints problems

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Value Proposition Exercise Emotional Drivers: Speaking to Aspirations 19

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 20 Value Proposition Exercise FEATURE BENEFITS AVOIDANCE EMOTIONAL DRIVERS Continuing Education Programs Keeps you knowledgeable and relevant as a professional Missing out on essential knowledge for professionals Gain confidence in your abilities Certification Programs Validates your capabilities Getting passed over for a higher position Become an authority in your field Members-Only Discounts Saves you $$$$$$$ Paying too much somewhere Good steward of organization money else! Newsletter or e. Newsletters Ongoing access to timely information Wasting time searching for critical information Allows you to spend more time on the things that really matter

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Make the connection: Value & Engagement • You should consider your communications with your members a continued conversation. SHRM’s Messaging Tactics • Save time - proven toolkits and templates in one place online or a phone call away • Learn and share best practices - leverage learning's from experienced advisors to raise your HR department effectiveness and visibility • Validate decisions - lower risk and ease the change management process by accessing others’ experiences • Save your organization money - easily achieve return on value with knowledge and tools applied • Create or enhance HR’s strategic value in your organization - deepen your skills to provide leadership and expertise to existing and anticipated business needs • Stay compliant - regularly reference federal, state and local legal resource pages 21

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Nationwide Engagement • Practices Correlating with 80% or Better Renewal Rates 1. PERSONAL COMMUNICATION WORKS - Few associations are using the “volunteer or staff welcome calls” or “mailed welcome kits” 2. LISTEN TO YOUR MEMBERS – Significantly more likely than those associations with a lower renewal rate to say they added member research. 3. START EARLY - Start Renewals 3+ Months Prior to Expiration 4. KEEP COMMUNICATING - Extend Renewal 3+ Months After Expiration 5. DIRECT MAIL WORKS - Significantly more likely than those with lower renewal rates to say direct mail is the most effective membership renewal channel (59% vs. 50%). 22

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Nationwide Engagement • Onboarding Methods 23

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Why does this matter for you? 2015 MGI Benchmarking: Top Reasons for Not Renewing: • • • Lack of engagement with the organization (38%) Unable to justify membership costs with any significant ROI (30%) Budget cuts/economic hardship of the company (28%) These aren’t about money, they are about value. 24

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 SHRM Marketing Engagement Strategy • Retention – Engagement • Onboarding • State-specific messaging • Retention model • Engagement series • Knowledge Center specific messaging • Chapter specific messaging • Certified member specific messaging • Retention – Renewal • Mailed renewal series • Pre- and Post-Expire email series • Telemarketing • Incentive-driven renewal promotions • Digital advertising – renewal reminders 25

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 SHRM Engagement Strategy Onboarding E-mail series 26

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 27 Additional SHRM Engagement Communications • Onboarding Pieces – Branded communications series – New Member Welcome kit – Pieces provide hard copy resource including web navigation diagram

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Make the connection: Value & Engagement • You should consider your communications with your members a continued conversation. SHRM’s Messaging Tactics • Save time - proven toolkits and templates in one place online or a phone call away • Learn and share best practices - leverage learning's from experienced advisors to raise your HR department effectiveness and visibility • Validate decisions - lower risk and ease the change management process by accessing others’ experiences • Save your organization money - easily achieve return on value with knowledge and tools applied • Create or enhance HR’s strategic value in your organization - deepen your skills to provide leadership and expertise to existing and anticipated business needs • Stay compliant - regularly reference federal, state and local legal resource pages 28

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 An Engagement Conversation • Take some time to think about your chapter members: – Do they prefer to engage virtually? In-Person? – What are some ways you would like to see your chapter members engage and interact with the chapter and chapter leaders? – How can you help facilitate that? 29

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 An Engagement Conversation • What to look for when measuring engagement: – Who comes to Meetings – Who opens emails – Who forwards emails – Who responds to surveys – Pay special attention to first year members 30

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 An Engagement Conversation • Engaging people who aren’t attending meetings – Personal email from Chapter President or Membership Chair – Call from Board member inviting them to next event – Share content from a meeting since they weren’t able to attend – Ask them if there any special topics they might like to see at upcoming events or webcasts – Consider hosting a network event (even if casual meet-up) at a day or time different than normal chapter meetings 31

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Tying it all together 1. Use the SHRM brand to build Chapter brand awareness 2. Take the time to build your Chapter value proposition 3. Continually communicate your Chapter value via email, meeting remarks, advertising, promotional displays etc. 4. Identify how your members (from millennial to baby boomer) engage with your chapter 5. Keep up the great work! 32

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 THANKS! Phyllis. Shurn-Hannah@shrm. org Phone: 703. 535. 6293 33