1) To understand the motivators of the 28-35 year age group in terms of engagements, loyalty and services required to develop member retention, services and communications strategies. 2) To understand the profiles and needs of technicians as well as determine the motivators to attract and retain technicians as members.
Business Challenge
The resulting strategy should enable the sponsor to retain more of its membership and help members both engage more with the sponsor are move through the grading system more rapidly
Solution
32 in depth interviews and 300 CATI interviews of 28-35 year old members, and 4 online focus groups with technicians
Results
1) Members have challenges, the sponsor has the answers, the sponsor just needs to reposition its solutions in a slightly different way and communicate what it can do together with the value it provides. 2) Neither the sponsor or any other professional organisation is perceived to specifically represent the interests of Technicians. The sponsor can take this position and in order to do so needs to reposition the sponsor , develop appropriate solutions and communicate.
