Using Geographical Data to Develop a Targeted Recruitment Strategy (ALC: Separate Registration Required)

Speakers:
Rob Hoitt, Appalachia Chapter

One of the most daunting challenges for chapters is to know how to go about marketing their chapter to non-members. This session teaches the approach that was utilized to turn one chapter around from struggling to award winning in just one term. Students will learn how to leverage inexpensive and free resources and reports to determine the total amount of available prospects and determine how to market to candidates where those candidates are, and ensure that the chapter marketing efforts are getting the most traction for the effort that is being applied. Students will leave the session with ideas they will be able apply to their own chapter immediately afterward.

In this session, participants will:

• Gain knowledge about the geographical membership reporting which is available from the Chapter Relations Manager


• Learn about the various GIS software options available to chapters including costs and benefits


• Learn to format the date from the geographical membership reporting into a modality that the GIS software can understand and utilize


• Analyze the output from the GIS system to determine if all prospects are within marketable territories, and how to exclude prospects who might fall outside of a desired marketing area


• Apply the learning to create a sample marketing campaign strategy to leverage the GIS output data in order to ensure the prospects being reached have the greatest impact.