IPC Membership Recruitment Campaign | membership recruitment campaign
  • Introduction
  • Project Overview
  • Goals/Objectives
  • Strategy/Tactics
  • Success Metrics

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IPC: Membership Recruitment Campaign

We delivered impact with IPC’s integrated marketing campaign.

IPC Membership Recruitment Campaign | membership recruitment campaign
 
The Results

Original goal

7

increase in membership

Membership grew by

17

more than doubled the minimum growth goal of 7%

Project Overview

IPC Membership Recruitment Campaign | membership recruitment campaign

Since 1957, IPC has been leading the global electronics industry’s drive to build products better.

As the industry champion, IPC’s certification, training, advocacy, and industry intelligence benefit the thousands of original equipment manufacturers, electronics manufacturing service providers, electronics industry suppliers and printed circuit board manufacturers that comprise our membership. But, what IPC is primarily known for is their IPC standards which are trusted and followed worldwide in all sectors of the electronics industry. They are both IPC’s strongest brand assets and one of their biggest challenges in terms of expanding their membership. Many see IPC as “the standards people” (IPC standards are available to nonmembers) and don’t always see the value of an IPC membership.

In 2018, IPC decided to invest in a membership campaign that would communicate the full value of membership and all that they offer, add new members and increase retention. DJG and IPC determined that the campaign should communicate an IPC membership is key to improve the quality, reliability, and consistency of the electronics our members build and the world relies on. This campaign was the first time in the history of IPC’s organization that they had invested in a full, strategic membership campaign. IPC’s membership team was responsible for following up on campaign leads and managing pricing quotes.

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Goals/Objectives

Goal #1:

Increase
membership

Objective:

Increased membership
by at least

7

year-over-year

Goal #2:

Improve
retention

Objective:

Retain or renew

Member Sites

Goal #3:

Position membership
improves quality

Objective:

Develop campaign around improved products messaging

IPC Membership Recruitment Campaign | membership recruitment campaign

Goal #4:

Demonstrate IPC membership value

Objective:

Create tools/messaging to communicate

IPC Membership Recruitment Campaign | membership recruitment campaign

Strategy/Tactics

Strategy: develop a multi-channel marketing campaign

 
Strategy: develop a multi-channel marketing campaign

Working with the IPC we developed a two-phase integrated marketing plan:

Phase 1
Phase 2

Phase 1:

Campaign Planning and Pre-launch Preparation

  • Campaign theme and creative development
  • Media planning (print and digital ad)
  • Email template
  • Digital and print ad creative
  • “IPC Membership Pays For Itself” infographic
  • Booth graphics for promotion at IPC APEX EXPO 2019
  • Membership brochure
  • Campaign teaser video
  • Campaign landing page

Strategy: Place a compelling offer at the heart of the campaign

 
Strategy: Place a compelling offer at the heart of the campaign
We included an offer of 50% savings on a first-time member’s first year in all communication vehicles. The offer was valued at a minimum of $675 for the typical single-site membership.
IPC Membership Recruitment Campaign | membership recruitment campaign

Success Metrics/Results Achieved

At the end of 2019 IPC experienced a

24

increase in membership

After adjusting for lost retention IPC’s net growth in members sites was

17

which means IPC more than doubled the minimum growth goal of 7%

Retain or renew member sites

IPC exceeded their retention rate objective by 4% and met their goal to improve retention.

We estimate the campaign’s ROI at 485%.

This is based upon membership dues revenue generated.

IPC, our members and our industry can expect to benefit from significant additional revenue over the lifetime of these new members.  

This is based on today’s average annual member rate, retention rate and member tenure.

IPC saw a 50% increase in enterprise members.

This added an additional minimum increase in revenue of $135,000.

Listen to DJG’s IPC team discuss the "Start With the Standards Campaign" in a special "paint it gold" edition of our "Stir & Tell" podcast.

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