iapd member engagement case study
DESCRIPTION
International Association of Plastics Distribution (IAPD) Member Engagement Case StudyTRANSCRIPT
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Membership Dashboards:
Engagement, Spending and Your Audience
Crystal Roberts, Deputy Executive DirectorInternational Association of Plastics Distribution
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Quick Preview
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Methodology
Step 1: Identify what to track
Step 2: Identify engagement and
spending
Step 3: Data inventory
Step 4: Development
process
Step 5: Considerations
Step 6: Communications
Step 7: Maintenance
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The Ugly Spreadsheet
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Discoveries During Development• Needed at least three years of data capture to
show trends• Addition of “deltas” – variance from one year
to the next• Chose to evenly weight spending and
engagement
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How IAPD Uses It
• Resource allocation• “Mythbust” common assumptions
about the association• Retain and recruit members
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Mythbusting• Example #1: Manufacturers fund the
vast majority of IAPD
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Mythbusted• The dashboard showed that spending
by manufacturers is nearly equal to that by all other IAPD member categories
53%ManufacturersResin Manufacturers
47%All other categories
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Mythbusting• Example #2: IAPD caters only to big
distributors
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Mythbusted• The majority of IAPD programs and
services apply to all member categories. Ten offerings were developed to serve small distributors.
All Membership Categories
Small Distribu-tors
Small, Mid, & Large Distribu-
tors
All Membership Categories Mi-nus Distributors
0
5
10
15
20
25
30
35
40
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Mythbusting• Example #3: Only the biggest
companies can make an impact or score the highest
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Mythbusted• Of the 83 A and B companies, 65%
have less than $50 million in billing
65%< $50 MM
35%> $50 MM
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Results of Soft Rollout
• Membership dashboard presented to leadership in April; since then:
?
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Next Steps for IAPD
• Analyze how member companies manage their IAPD budgets
• Analyze reasons for lack of engagement in products/services
• Individual profiles being sent to each member• Rollout the rankings to full membership
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Your Turn
• Use these tools for guidance in creating your own membership dashboard
• Tips– Professional associations: Rather than track
individual members, track membership categories– Trade associations: Track each member company
and analyze by membership category, size or market segment
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Contact us
Crystal Roberts, M.B.A.Deputy Executive DirectorInternational Association of Plastics Distributionwww.iapd.org [email protected](913) 345-1005