2011 Forecast and 2012 Budget

							Radio Society
of Great Britain




                   Marketing & Recruitment
Radio Society                                           The Problem
of Great Britain




• Only 36% of the UK licensed community are members (perhaps 50%
  of “active” amateurs)
• Net loss of 2% annually

• 98% male membership

• 60% of our members are 60 or over

• Cost and value of membership

The Goal is to reinvigorate the RSGB to achieve:
• Net positive recruitment annually

• An improved female/male ratio
Radio Society
of Great Britain
                                                  The Target Groups



  Marketing experts point us to our key opportunities:

  • 8 – 14: “enquiring minds” and at a formative age, new to the hobby –
    the “seed corn” for tomorrow

  • 40 – 50 year olds – more time on their hands, a possible family approach,
    many perhaps already licensed

  • 50+ some 80,000 males and females retiring, or looking for new
    interests, annually
Radio Society
of Great Britain
                                           Marketing – two target groups

  Current non-member amateurs
  • Improved membership experience to existing members – more and
     better services
  • Stabilise membership cost at or slightly below current level
  • Early thoughts - enhanced membership with additional value
  • Better coordinated recruitment processes

  Current non-amateurs
  • Young people: presentation and communication suited to their age and
     interests, GB4FUN
  • 40+: marketing through places where family groups have “foot-fall”,
     Saga, U3A

  Generally need investment in positive media coverage – TV, radio, press,
  and targeted promotional material.
Radio Society
of Great Britain
                                             Recruitment fundamentals




  • Local Clubs are where newcomers can be recruited

  • Work with Clubs to show that RSGB recruitment is a win-win

  • Linkages between Special Events, BP, etc and local clubs

  • Single click website for newcomers to find nearest club and courses

  • Provide support for clubs to recruit new members
Radio Society
of Great Britain
                                                   Recruitment support

  All of us share the responsibility for recruitment. Some early ideas:

  Abbey Court will follow up with a range of initiatives typically:
  • including membership forms with despatches to those who buy products
    but are not members
  • offering discounts to members for selected events such as Convention
    Bookings

  Volunteers and primarily the Regional Team will:
  • Receive basic training in the recruitment process
  • Be equipped with new PR material to promote the hobby & RSGB

  Members will be encouraged to recruit another member by:
  • Promoting a scheme whereby members receive a gift for each new
    member recommended and recruited
Radio Society
of Great Britain
                                                         Retention



  Membership retention is equally important. A range of proposals will be
    developed including:

  •     More active follow-up to those who lapse
  •     Improving the perception of what is offered by the subscription
  •     Increasing the value of membership through providing better services
  •     Better two-way communication and support for clubs
  •     Possibly introducing an enhanced membership
  •     Provide more support for technical aspects of the hobby
Radio Society
of Great Britain                                                 Questions



  • Other channels to market to promote amateur radio?

  •     How can we ramp-up recruitment of amateur non-members?

  • Other comments?
Radio Society
of Great Britain