Oral

Building and sustaining a membership community is a challenge that many affiliate organizations face. Individuals within the public health community are busy and often have many professional sources to get information and tools, making it easy for individuals to let memberships lapse or not secure new ones. Affiliates must recognize the specialized needs of today's public health professional and differentiate themselves. This presentation will recommend the implementation of a customer-centered marketing approach that will grow affiliate membership communities. Customer-centered marketing will enable affiliates to focus on recruitment and retention strategies that provide value and communicate clear benefits to their target audiences - existing members and new member prospects. Affiliates will learn about audience segmentation and how to create, communicate and deliver programs that resonate with their audiences through an essential marketing framework using the 4P's: Product, Price, Promotion, and Place.

Session Objectives: Understand and utilize an essential customer-centered marketing framework; Apply market research techniques and disciplines; Apply audience segmentation strategies for recruitment and retention programs; Differentiate and create value for existing members and new member prospects; Evaluate effectiveness of marketing strategy and activates.