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2. Marketing your membership program

Session Objective

When you launch your membership program, you’re essentially launching a small e-commerce company – and that means you need to learn how to think like a digital marketer. The good news is that there are some well-established best practices and templates that you can use to figure out what works with your team and your potential members – and once you’ve figured out your basic marketing strategy, you can easily turn news bumps into membership growth opportunities.
By the end of this session you will:
Understand the basics of developing a marketing strategy that matches your staff capacity
Know how to measure the success of your membership appeals and how to act on that information
Understand the components of a strong membership appeal, as well as common mistakes to avoid

The session includes a live critique of participating newsrooms’ membership appeals from Rebecca Quarls, formerly of and the co-author of the Membership Guide section on marketing and a detailed look at how executes a year-end membership campaign.


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Resources mentioned in this session:

| The Membership Guide
| The Membership Guide

Additional Resources

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