gold circle award category winner
IPC: Membership Recruitment Campaign
We delivered impact with IPC’s integrated marketing campaign.

Original goal
increase in membership
Membership grew by
more than doubled the minimum growth goal of 7%
Project Overview
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.
Goals/Objectives
Goal #1:
Increase
membership
Objective:
Increased membership
by at least
year-over-year
Goal #2:
Improve
retention
Objective:
Retain or renew
Goal #3:
Position membership
improves quality
Objective:
Develop campaign around improved products messaging
Goal #4:
Demonstrate IPC membership value
Objective:
Create tools/messaging to communicate
Strategy/Tactics
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

Success Metrics/Results Achieved
At the end of 2019 IPC experienced a
increase in membership
After adjusting for lost retention IPC’s net growth in members sites was
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.