Staying Current with your Members

What is OCRI?Ottawa Center for Regional Innovation (OCRI)

Ottawa’s leading member-based economic development corporation

Our VisionThe OCRI vision is for Ottawa to be recognized as one of the

Top 10 innovative cities worldwide

Who Do We Connect?Recognized as Ottawa’s #1 Networking Association

With a growing base of over 700 member companies, OCRI brings more than 120,000 people, ideas and resources together

The Ottawa KBI Landscape

• 1,900 companies tracked (1,300 technology product/service co’s / 600 knowledge-based co’s)

• 1,100 tech co’s have less than 50 employees• Current membership fees based on # of employees –

same benefits offered across entire membership

Technology (41% )Life Science/ CleanTech (8% )Professional Services (40% )Education/ Training (8% )Gov't (3% )

OCRI’s Membership

What changes have we seen?

Local Technology Industry Landscape• Increase in multinationals • Continuous M&A activity resulting in decision

makers located outside of region• Strong growth in start-up community• Lack of risk capital (VC Funding)

Changes…..

• Lack of awareness of our membership benefits (existing and new companies)

• Lack of understanding of the value OCRI brings to the city• Flat participation numbers at professional development

events• Members demanding more for less• Sponsorships becoming more difficult to obtain • Not getting:

• our message out to existing database. The non open rates on electronic announcements were becoming a huge issue.

• the attention of the younger gen through traditional methods

Membership

•Change needed to happen

What signaled a refresh in our membership packages

• 80% retention ($) / 75% retention (# of members)• Most companies join for one benefit• Many non-renewing members were short term members

(1-2 yrs)• 2/3 market share of tech firms were not current members• Perceived value proposition was unclear to the

technology community (our membership levels penalized companies for their success as the fees were based on the number of employees)

• Verbal comments

How did we begin to align with member needs?

Compiled information from membership base• Key: Contracted a former ‘member’ tech CEO with

a marketing and business development background. This provided invaluable insight from an outside perspective.

• Engaged with our executive membership committee…as a result…

• Developed and executed an in-depth member survey (in alliance with a local college marketing research team). No cost to OCRI.

• Full analysis of the survey results which identified our strengths and weaknesses

Membership Outcome - what changes were made?

• membership structure/levels/fees (size of company threshold being 50 employees)

New Membership Levels

Changed membership structure/levels/fees (size of company threshold being 50 employees)

Company with 50 employees or less• Small Business Member - $350• Silver Level Member - $700 • Gold Level Member - $1,000

Company with 51 employees or more• Premium Level Member - $2,000• Platinum Level Member - $5,000• Diamond Level Member - $10,000

Changes continued…

• Member value based on access to bundled services.

Small Business Category - $350

Events• 30% off individual event registration (value of $20 per person, per event)• Purchase professional development event coupon booklets for a further

discount to attend monthly event series (value of up to $100)Services• Post jobs on OCRI JobFinder for $195 ea. / reg. $295 (value of $100 per job

posting)• Free access to view resume dbase on OCRI Job Board;• Post events in our Members Email Broadcast for $150 each posting / reg.

$250 (value of $100 per posting);• Full access to all preferred insurance group plans (health/dental/D&O/Home

and Auto);• Company listing on online OCRI member directory;• Save money by accessing member to member offerings on a variety of

services• Post member to member offering on website;• Use of OCRI member logo to post on your website;

Silver Level Member - $700

(ROI = minimum of $1,385 plus up to $7,750 in market research)Events• 4 event tickets ($160 value) per annum to attend any OCRI monthly professional development event

series;• 30% off individual event registration (value of $20 per person, per event)• Purchase professional development event coupon booklets for a further discount to attend monthly

event series (value of up to $100)Services• 2 free market research reports from Business Insights/OVUM (value of up to $7,750). Additional

reports available for $350 each;• 5 free job postings (value of $975) on OCRI Job Board. • Purchase additional job posting for $95 each (value of $200 per job post)• Free access to view resume dbase;• 1 free posting ($250 value) in Members Email Broadcast • Purchase additional email broadcast posting for $95 each (value of $155 each);• Received 20% discount to participate in OCRI’s Entrepreneurship Centre’s iProfit Mentorship Program

(value of $100);• Full access to all preferred insurance group plans (health/dental/D&O/Home and Auto);• Company listing on online OCRI member directory;• Post member to member offering on website;• Save money by accessing member to member offerings on a variety of services;• Use of OCRI member logo to post on your website.

Gold Level Member - $1,000

(ROI = minimum of $3,090 plus up to $11,625 in market research)Events• 8 event tickets ($320 value) per annum to attend any OCRI monthly professional development event

series;• 30% off individual event registration (value of $20 per person, per event)• Purchase professional development event coupon booklets for a further discount to attend monthly

event series (value of up to $100)Services• 3 free market research reports from Business Insights/OVUM (value of up to $11,625). Additional

reports available for $200 each;• Unlimited free job postings on OCRI Job Board (10 postings = value of $1,950) • Fee access to view resume dbase;• 2 free event posting ($500 value) in Members Email Broadcast;• Purchase additional email broadcast posting for $95 each (value of $155 each);• Purchase banner ad in Members Email Broadcast for $250 (50% discount - value of $250)• 20% discount to participate in OCRI’s Entrepreneurship Centre’s iProfit Mentorship Program (value of

$100);• 2 copies of Ottawa Technology Industry Guide (value of $70)• Full access to all preferred insurance group plans (health/dental/D&O/Home and Auto);• Company listing on online OCRI member directory;• Save money by accessing member to member offerings on a variety of services;• Post member to member offering on website;• Use of OCRI member logo to post on your website.

Premium Level Member - $2,000

Events• 5 event tickets ($200 savings) per annum to attend any OCRI monthly professional

development event series • 1 season pass (savings of up to $360) to attend an OCRI monthly event series of your

choice• Purchase professional development event coupon booklets for a further discount to

attend monthly event series (value of up to $100)Services• 2 free market research reports from Business Insights/OVUM (savings of up to

$8,000). Additional reports available for $350 each• Unlimited free job postings on OCRI Job Board and free access to view resume dbase;• Free “FlexComp 5” report in exchange for participation in the TechEdge survey -

Focused Ottawa Salary Reports for 5 jobs of the member’s choice ($240 savings)• 1 free posting ($250 savings) in Members Email Broadcast ($95 per additional)• Full access to all preferred insurance group plans (health/dental/D&O/Home and Auto)• Listing on online OCRI member directory• Post member to member offering on website• Save money by accessing member to member offerings on a variety of services• Use of OCRI member logo to post on your website• Eligible to participate on event committees (i.e. marketing, finance tech forums)• Eligible for nomination to OCRI Board of Directors

Platinum Level Member - $5,000

Events• 10 event tickets ($400 savings) per annum to attend any OCRI monthly professional development

event series • 2 season passes (savings of up to $720) to attend an OCRI monthly event series of your choice• Purchase professional development event coupon booklets for a further discount to attend monthly

event series (value of up to $100)Services• 3 free market research reports from Business Insights/OVUM (savings of up to $12,000). Additional

reports available for $350 each• Unlimited free job postings on OCRI Job Board and free access to view resume dbase;• Free “FlexComp 10” report in exchange for participation in the TechEdge survey - Focused Ottawa

Salary Reports for 10 jobs of the member’s choice ($420 savings)• 2 free posting ($500 savings) in Members Email Broadcast ($95 per additional)• 5 copies of the annual OBJ Book of Lists and 5 copies of Ottawa Technology Industry Guide ($350

savings)• Full access to all preferred insurance group plans (health/dental/D&O/Home and Auto)• Listing on online OCRI member directory• Post member to member offering on website• Save money by accessing member to member offerings on a variety of services• Use of OCRI member logo to post on your website • Eligible to participate on event committees (i.e. marketing, finance tech forums)• Eligible for nomination to OCRI Board of Directors

Diamond Level Membership - $10,000

Events• 20 event tickets ($800 savings) per annum to attend any OCRI monthly professional development event

series • 4 season passes (savings of up to $1,440) to attend an OCRI monthly event series of your choice• Purchase professional development event coupon booklets for a further discount to attend monthly event

series (value of up to $100)Services• 4 free market research reports from Business Insights/OVUM (savings of up to $16,000). Additional reports

available for $350 each• Unlimited free job postings on OCRI Job Board and free access to view resume dbase;• 4 free posting ($1,000 savings ) in Members Email Broadcast ($95 per additional)• Free “FlexComp 20” report in exchange for participation in the TechEdge survey - Focused Ottawa Salary

Reports for 20 jobs of the member’s choice ($720 savings)• Invitation to annual President’s Round Table Event• Invitation to annual President’s Hockey Suite Night• 10 copies of the annual OBJ Book of Lists and 10 copies of Ottawa Technology Industry Guide ($700 savings)• Full access to all preferred insurance group plans (health/dental/D&O/Home and Auto)• Logo listed on OCRI Membership web page recognizing level of membership• Listing on online OCRI member directory• Post member to member offering on website• Save money by accessing member to member offerings on a variety of services• Use of OCRI member logo to post on your website • Eligible to participate on event committees (i.e. marketing, finance tech forums)• Eligible for nomination to OCRI Board of Directors

Changes continued…

• To begin we implemented a 3-month pilot using the new model for the sale of new memberships to evaluate prior to implementing

• Brought in marcom to align new marketing materials/strategy to reflect stronger value proposition

• Restructure the ‘membership committee’ to ensure it reflects the current membership base

Risks

• Short-term loss of revenue as members now have the option to downgrade to a lower level

• Need to re-sell new membership model to existing members (ongoing)

• Existing members seeing this as an increase in their member fees and not recognizing the increased value

• Revenue forecasts harder to predict during transition period

Opportunities

• Potential increase in revenue from the existing membership base through upgrades

• Provides more value to our members for their membership investment (i.e. event tickets included)

• Increase in small company memberships as the lower cost option for small companies is attainable for them

• New format opens the door to contact past members with a lower fee option

• Opens discussions with multinationals, 100+ employees, who typically would not join

• Retain existing members who were not planning to renew

What defines success?

• Increase in:• awareness/understanding of membership/services and

the role we play together in supporting the city’s economic development

• revenue • retention rates• # of new members

• Develop potential new membership services

Professional Development Events

Professional Development EventsWhat was happening?

• Attendance was stable but no growth• Competing with:

• ‘easy to access’ information through social media outlets• other association’s events• attendees time

• Not getting the attention of the younger employee• Seen as an organization for the older professional• Depending on the program, sponsorship could be

difficult even though attendance was good

Changes to the Programs

• Refresh committees to include younger execs

• Switch to more interview type discussions instead of being talked to through ppt’s

• Align and partner with outside groups

• Meet/touch base more often with the sponsor ie: invite them to the program committee meetings, provide the sponsor more responsibilities at the events

• Each event is different don’t treat them the same

• Promote strongly through social media outlets

• Refresh tired programs

Appealing to a Younger Audience

• Took a signature event and split it into two. One for the younger professionals (smarTALKs) and one for the more traditional, more mature, attendee (execTALKs)

Example: • Renamed: SmarTALKs • Program committee members 40 and under• On the edge panelists leading discussions on the latest

business opportunities• Downtown location in a bar/standing room only • Add YouTube clips to web pages (doesn’t have to be pretty) • Free event. Reason: these attendees are our next generation

that will support the organization, introduces them to OCRI and all our services

Marketing the Events(reduce the # of emails sent out to database)

Some still wanted a single mailer…

Better Leads. Richer Insights.Bridging the web analytics and CRM divide

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Sponsors: Brookstreet Hotel | Skyline Ottawa | VSPPrinting | Excentric Creative Partners | OnPath

Sponsorship/Partnerships

Sponsorship/Partnerships

Create an annual plan

• Identify member’s needs • Offer bundled packages• Combine membership/sponsorship investment• Get them involved

Conclusion

• Engage and listen to your members• Build strong relationships to gain their respect and

loyalty• Stay focused. Don’t get distracted by a few negative

comments• Be flexible. Change is good. Stay relevant.