CORE RESPONSIBILITIES: Promoting and positioning the club, growing membership and revenue, improving offerings to members and the public, etc.

REVENUE MODEL: Cost centre but with revenue growth goals

WHO: John Gwyther

PLANS & PRIORITIES: my FY10-11 plan (attachment:”Action Plan Tactics V1.pdf”) was presented to committee on 20-May-10.

1) Understand who our customers are and who our competition is

• survey members (see SurveyMembership)
• identify competition
• define our sustainable competitive advantage

2) Clarify our offerings and the types of people we want to attract as members and customers

• identify customer segments (attachment:”Customer Segments V2.pdf” was presented to committee on 20-May-10)

3) Improve our website

• fix the infrastructure
• fix content management systems
• update with fresh content

4) Update marketing material and programs

• create new collateral consistent with our targeted segments and messages
• use electronic-based collateral
• trial print-on-demand

5) Use fact-based information about effectiveness of marketing efforts

• implement web analytics
• get custmer feedback
• get membership feedback