gold circle award category winner
IPC: Membership Recruitment Campaign
We delivered impact with IPC’s integrated marketing campaign.
increase in membership
Membership grew by
more than doubled the minimum growth goal of 7%
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.
by at least
Retain or renew
Develop campaign around improved products messaging
Demonstrate IPC membership value
Create tools/messaging to communicate
Strategy: develop a multi-channel marketing campaign
Working with the IPC we developed a two-phase integrated marketing plan: