"Marketing Affiliates and Recruiting Members: A Collaboration of Texas Affiliates"

Presenters

Fu-An Lin, Anne-Marie Schlender (TexTESOL III)

Macarena Aguilar (TexTESOL IV)

Antonio DelCampo (TexTESOL I)

Nancy Stewart (TexTESOL II)

   TexTESOL State Web Site

Abstract
In response to decreasing or stagnating memberships, TexTESOL affiliates have explored collaborative marketing and
recruitment initiatives to boost memberships statewide.  The presenters will discuss these joint efforts, provide a framework for
implementing systematic marketing and recruitment plans, and discuss and illustrate specific marketing and recruitment strategies.

Workshop Description

          Due in part to reduced funding from schools and increased costs of living, some affiliates have observed a decrease or leveling off of memberships.  Marketing and membership recruitment subsequently have become increasingly important to the vitality of the affiliates. 
            The purpose of this session is threefold: to provide a framework useful in initiating marketing and recruitment programs, to discuss marketing and recruitment techniques being used by TexTESOL affiliates to boost memberships statewide, and to prompt mutual sharing of information about processes and resources useful in marketing and recruitment for any affiliate.
            Presenters will discuss steps for implementing systematic marketing and recruitment plans: defining affiliates (issues they face and histories), defining target communities (relative make-up of K-12/college/university/proprietary programs as well as each sub-community’s relative ability to provide funding and support), determining the most effective ways to reach potential members, setting goals and monitoring results, identifying resources (e.g., mailing lists, regional and state directories), appealing systematically to potential members, and continual evaluation of the effectiveness of efforts.
            In addition to the general steps outlined above, specific strategies will be discussed and illustrated.  Recruitment strategies to be discussed include designing a compelling recruitment campaign, a referral program. electronic referral forms, and referral rewards.  General marketing strategies include: provision of benefits (newsletter, directory, advocacy, conferences/workshops, awards, professional development opportunities, networking, employment clearinghouse, online discussion forums), PowerPoints and brochures suitable for presentation at workshops and conferences, electronic invitations, and mailings.  Budgeting for these various strategies based on their relative effectiveness will also be discussed with reference to marketing theory and research.
            Activities will include group discussion in which issues are explored and information shared.  The presenters will describe the efforts made by Texas affiliates.  Presenters will provide the following: a bibliography, a generic marketing plan, a list of resources and techniques for member recruitment, and copies of materials used for marketing and recruitment.  Depending on audience interest, a workshop element will be offered and include completion of a marketing and recruitment plan for each affiliate represented.