We’ve been working to overhaul membership marketing to support the $149 price. A campaign and supporting media plan launched in early July 2020 and will continue through FY22. The campaign’s main concept focuses on the vital role of marketing, and the support AMA can provide to keep those skills sharp and relevant.
We have introduced some new membership perks, too. Each week, the AMA highlights a different member benefit (an online training course, toolkit, or members-only content), which creates a significant value proposition. One week each month will be an AMA training “perk” offered free of charge to our members for a limited time.
The price change and weekly featured benefits are designed to keep members engaged with the AMA at the national and chapter level. We’ll encourage members to explore their local chapter websites through the various touchpoints.
The group discount is back, too. Teams of 3 or more can become AMA members for $119 or less per person per year.
This is not a limited-time offer. It is a change to our membership structure as a whole. Language related to a “discount” or “deal” won’t be used in communications as it implies a temporary change rather than a permanent one. Also, we want to understand the impact of the $149 price on membership sales and the urgency created by limited-time-only discounts that would impede that learning.
Word-of-mouth marketing and promotion at the local chapter level are some of the most powerful ways to grow AMA membership. Many chapters have taken to creating their own recruiting competitions among board members, asking members to share stories about the AMA through social media, and when possible, investing a small number of funds in digital media.
We encourage chapters to promote this evolved value proposition and landing page with the new creative assets via all channels to make the most of the campaign, including Facebook, Twitter, LinkedIn, Chapter.
2021 Membership Assets
- Membership Graphics: Graphics in standard sizes for web, email, social media and banner ads.
- Talking Points
- Sample Social Media Posts
- Slide Deck Template
- 1-Page Sell Sheet (PDF)
These can all be adapted for various marketing platforms.
Please don’t forget to talk about the member benefits unique to your local chapter! Make sure to add mentions of chapter initiatives to your communication and social media activity. They are essential to members.