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Construire l’avenir des associations franco-americains de France
AmCham Francea Case Study
Oliver Griffith, AmCham France
October 2009
The starting pointPlus
The AmCham reputation remained strongThe board was top notch (but not involved)Good location and rooms (but expensive)Many potential members
MinusMembership down from over 700 to 240 in eight yearsOver 10% membership loss per yearDeficits from 10-50% or revenue per yearUnmotivated or inappropriate staff (only 4 people)Few events, working groups or regional chapters
The Challenge Members too busy to get involvedLimited board involvement or helpHierarchical decision structure in FranceNo US CEOs or employeesUS firms moved outside of ParisCompetition from similar organizationsLobbying moved to BrusselsInformational function lost to the Internet Budget constraints
January 2007 – September 200970% membership increase: 249 - 423
Caveats:We started with a low base (249 members)French firms, individuals and smaller firms had not been encouraged to joinThe mission was not appropriate (lobbying for US firms)
Strategies1. Improve the value proposition2. Refine marketing materials3. Add membership categories, adjust fees4. Add regional chapters5. Add committees6. Increase visibility7. Leverage the board and other multipliers8. Direct Marketing
1. Improve the value propositionThe restaurant approach – something for everyone
EventsCommitteesAdvocacyMarketingMediaPublicationsTrainingBusiness services
EventsFrom high-brow to low-brow, with triageNetworking events, American styleCross-cultural eventsMarketing eventsTechnical eventsAdvocacy eventsEvents with Embassy and US officialsEvents with host country ministers Events with well-known CEOsMember-generated eventsEvents with partner organizations
2. Improve marketing materials
Web-siteBrochures, foldersHand-outsPublicationsAdvertisementsYourself
Web-siteBorrow from other web-sitesList events and activitiesHave an automatic membership sign-upShow what is importantPretend you are bigger than you areGet links on other web-sitesDo updates yourself
Brochure, foldersState your missionLetter sized brochure, made in-houseList prominent firms
HandoutsList of benefits and membership categoriesList of prominent membersLists of past events and upcoming eventsList of benefits for special categories (schools or states) MagazinesPass them out whenever possible
PublicationsAllow members to write articlesHighlight eventsInclude membership informationDistribute widely at strategic locations
AdvertisementsDo advertising exchangesOffer free membership for advertising
YourselfBe positive, listen, and be nice to everyoneAnswer all e-mails and phone callsGo to lots of networking events
3. Add member categories, adjust feesNew Old
Ile-de FrancePresident’s Council E 3400 E 3250Corporate E 1700 E 1625Entrepreneur E 800 new Individual Ile-de-France E 400 E 775Non-Profit E 700 E 690
RegionalCorporate Regional E 600 E 800Corporate Affiliate E 400 E 600Individual E 200 E 460Non-Profit E 400 E 690
Non-ResidentCorporate $ 1000 $1000Non-Profit $ 500 new
4. Add Regional ChaptersMore and sometimes better membersMore publicity and better advocacyFind Chairmen who can profit from their roleCreate separate web-pages
5. Add CommitteesTarget industry groupsKeep separate events listsFind chairmen who can profit from their roleCreate separate web-pages
6. Increase Visibility
Meet journalists and participate in media eventsInvite journalists to eventsParticipate as speaker/moderator in conferencesGo to relevant receptions and conferencesForm partnerships with other organizationsPass out marketing materials whenever possibleBeef up web-site with key wordsStart Linked-In and other groups
7. Leverage Board and Multipliers
BoardChoose impressive board membersUse Board member introductionsWrite stock letters and follow up
OthersUSG: Ambassador, FCS, Econ (also for Consulates)American Club and other American organizationsHost government organizations, investment agenciesMaster networkers
8. Direct MarketingGet appointments with company CEOsCreate target lists, write letters and callSend out marketing materialsInvite non-members and past members to eventsInvite members of business associations to eventsCreate or buy e-mail lists of non-membersTarget new US firms coming to the country
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