Member Experience Committee Meeting (090623)

Member Experience (Zoom) Meeting

Wednesday, September 6, 2023

8:00 AM – 9:30 AM

Zoom Link - https://us02web.zoom.us/j/84249350735

1. Welcome – Andy Freed & Jan Saragoni

a. Board of Governors / Organization Update

2. Department Report – Becky Blaeser

a. Staffing Update

b. Interdepartmental Communication

3. Membership & Benefits – Becky Blaeser

a. Membership Dues Letter

b. Class of 2022 & Class of 2023 Status

c. Membership Categories & Complimentary Memberships

d. Membership Trends & Observations

i. Golf Society

ii. Member Benefits

4. Linked In / Social Strategy (8:15 a.m.)

a. Deterlein – Diana Pisciotta

5. HCB + Harvard – Becky Blaeser

a. Harvard Alumni Association

i. Welcome to Your City

b. Harvard Allyship Series

c. Harvard Varsity Club

i. Harvard-Yale, Masters, etc.

d. Harvard University

6. Member Events – Carolyn Longden & Becky Blaeser

a. Review of Summer Activity (key takeaways & learnings)

b. Overview of Key Fall Events

i. October 19th – Charlie Baker

ii. November 4th – Member Appreciation Gala

iii. November 15th – Harvard Fab 5 Sports Panel

c. Prospecting Events & Activities

i. Head of the Charles

ii. MIT

iii. Fletcher School & Yale

d. Event Categories & SIGs

e. Marquee Speaker Strategy

7. Digital Ad Campaign (9:00 a.m.)

a. Better – Megan Paradis

8. Rebrand & Logo Strategy

a. Rebrand & Logo Strategy

b. Web Site & Technology

i. Northstar

ii. Salesforce

9. Questions & Open Discussion

10. Future Meeting Dates

a. October 4, 2023

b. December 6. 2023

c. January 3, 2023

d. February 7, 2023

e. March 6, 2023

f. April 3, 2023

g. May 1, 2023

h. June 5, 2023

Upcoming Member Events

Event Resources:

September Bulletin

Events Calendar

Member Appreciation Summer Party Photos

September:

September 5 - Pen & Ink Art Workshop with Eli Portman

September 7 - Author Series with Dr. Robin Yuan

September 8 - Public Policy Book Discussion

September 8 - First Friday Game Night

September 10 - Afternoon Tea with Frederic Chopin Featuring Dr. Alan Shewmon

September 10 - Harvard Squash Member Clinic & Exhibition

September 12 - Cocktail 374

September 12 - New Member Welcome Reception

September 15 - Worcester Woo Sox vs. Syracuse Mets

September 15 - Summer Sake Wine Dinner with The Koji Club

September 17 - Harvard Invitational Cup at Myopia Hunt

September 17 - Sunday Brunch

September 19 - Sargent in Boston Presentation by Professor Paul Fisher

September 20 - Crimson Hat Luncheon at UMass Club

September 20 - Conversation Dinner with Harvey Leonard

September 21 - HCB Third Thursday Team Trivia

September 22 - John Williams Tribute - Boston Symphony Orchestra

September 26 - Harvard Game Pre-Party at Fenway Johnnie's

September 26 - Wine Society SIG Tasting - Italian and Sicilian Wines

September 26 - Red Sox vs. Tampa Bay Rays - Harvard Night

September 27 - HAA - Welcome to Your City

September 27 - Beer Garden Series - An Evening at Cisco Beer Garden

September 29 - Mini-Golf in Harvard Hall

September 29 - MIT Alumni Leadership Conference

October:

October 2 - Writing the Short Story

October 2 - Fireside Chat with Professor Amy Edmondson

October 3 - Drawing the Massachusetts Coast With Artist Eli Portman

October 4 - Harvard Prize Book Dinner

October 4 - Bio-innovation SIG Introductory Meeting

October 4 - Fall Sake Wine Dinner with The Koji Club

October 5 - Martini's & Music

October 6 - Harvard Alumni Allyship Series: Building Global Indigenous Power

October 6 - First Friday Game Night

October 10 - Cocktail 374

October 11 - The Art of Rowing with Community Rowing Inc

October 12 - Legal Legend James Brosnaham, Graduate of Harvard Law

October 13 - Public Policy Book Discussion

October 15 - Sunday Brunch

October 18 - Fall Foliage Sunset Cruise on the Charles

October 19 - An Evening with Charlie Baker

October 21 - Head of the Charles Regatta

October 24 - Harvard Art Museum Private Member Tour

October 24 - Conversation Dinner with Craig Lambert

October 25 - Author Series Featuring Carmen Fields

October 27 – MIT Family Weekend

October 26 - HCB Third Thursday Team Trivia

October 31 - Redemption Bourbon Play & Tasting

November:

November 2 - Fireside Chat with Dr. Patti Fletcher

November 3 - First Friday Game Night

November 4 - Member Appreciation Gala

November 6 - How to start your novel

November 7 - Author Series with Murray Dewart

November 8 - Portrait Drawing With Artist Eli Portman

November 9 - Artist Studio with Yu-Wen Nu

November 9 - Wine Dinner with Rebel, Rebel

November 14 - Dinner with the Radcliffe Pitches and Harvard Krokodiles

November 15 - Harvard’s Fab 5 Sports Panel

November 16 - HCB Third Thursday Team Trivia

November 18 - Banker Cup Dinner Featuring Greg Zaff

November 17 - Public Policy Book Discussion

November 18 - Harvard vs Yale Football Tailgate

November 23 - Thanksgiving in Harvard Hall

November 28 - Conversation Dinner with Charles Stewart

November 30 - Author Series Featuring Marsha Gordon/Ursula Parrott

December:

December 1 - First Friday Game Night

December 2 - Saturday of Symposia

December 3 - Wreath Making Workshop

December 4 - How to finish and publish your novel

December 5- Animal Drawing With Artist Eli Portman

December 8 - Public Policy Book Discussion

December 9 - Children's Brunch with Santa

December 12 - Paint the Town Party - Holiday Card Making

December 19 - Holiday Pops - Boston Symphony Hall

December 21 - HCB Third Thursday Team Trivia

Digital Recruitment Campaign Update

Campaign Background

DIGITAL RECRUITMENT CAMPAIGN OVERVIEW

WHAT A 4-month proof-of-concept digital recruitment campaign

OBJECTIVE

Increase consideration among target audience to deliver qualified leads

TACTICS

Digital Advertising - Optimized Landing Pages - Nurture Emails

TIMELINE

June - September 2023

DIGITAL AD CAMPAIGN STRUCTURE

CAMPAIGN: 3 platforms over 4 months with a complete marketing and sales funnel

Platforms

• Meta - Facebook - Instagram

• Google - Search - Display - Discovery - YouTube

• LinkedIn

Marketing & Sales Funnel

Top of Funnel

- Run lead generation and CPC campaigns

- Build retargeting audiences through low cost CPC

Middle of Funnel

- Retargeting those who have been on site but not filled out the form

AUDIENCE TARGETING

LinkedIn

Explicit ability to target users who specified Harvard as alma mater.

Facebook / Instagram

Most robust targeting options for Harvard interests, as well as the largest user base.

Google / YouTube

Reach high-intent users based on Harvardrelated search activity and online behavior.

• Harvard school listed on profile

• Live in Boston DMA

• People who “like” Harvard and Harvardrelated interests and pages

• Lookalike audience based on current member list

• Ages 22+

• Live in Boston DMA

• Searches for Harvard-related keywords

• Visitors to Harvard-affiliated websites

• Subscribers of Harvard YouTube channels

• Live in Boston DMA

Performance Overview

RESULTS TO DATE

After 90 days, the campaign is well-optimized. We are successfully reaching a target audience of Harvard alumni and delivering qualified leads for hand-off to the membership team.

413 leads

Average cost of $39 per lead

14% decrease in cost per lead since launch

PLATFORM BREAKDOWN

Meta and LinkedIn are delivering the highest volume and most efficient costs. We have pulled back on Google overall, but continue to see strong results from search campaigns and retargeting.

TOP AD CREATIVE

Creative & messaging from the new brand campaign is resonating with our target audience.

Doors video

• 171 leads

• Top performer on Meta & second best ad on LinkedIn

Static image: Group Cheers

• 88 leads

• Top performer on LinkedIn

Static image: Group Cheers with Text

• 46 leads

• Second best ad on Meta

EMAIL NURTURE WORKFLOW

Automated emails are keeping leads engaged, with open and click rates at least 3x higher than industry benchmarks.

Email 2: “Open doors to new relationships, new perspectives, and new experiences”

Email 3: “Take advantage of the Harvard Club’s exclusive events”

Next Steps

FALL OPPORTUNITY

The club has made major strides in member experience, with more to come

• Multiple Wins This Year: Maura Healey, Deval Patrick, Summer Party at the Envoy

• Outstanding Fall Events: Charlie Baker, Harvard/Boston Sports Panel, Annual Gala

Now is the time to unleash the FOMO with high-quality, compelling storytelling

• Exciting, compelling pre-event promotions

• Conversion offers to bottom funnel prospects / Professor collaborations

• Professional experience capture (video & stills)

• Attendee referral incentive

• Onsite branding

• Onsite live social media (Facebook live, Instagram reels, attendee content creation)

• Digital event production/programming

• Post-event merchandising (social, via HCB media, Harvard community)

CAMPAIGN EXTENSION

Given the strong performance during this proof-of-concept campaign, we believe that continuing the digital ad campaign on all 3 ad platforms would continue to deliver a steady stream of leads year-round.

Event Support

Alumni Weekend

Member Gala

In-person & virtual events

Seasonal Messaging

Fresh creative

Timely ad copy

New Ad Assets

Expanded targeting

Lead magnet

Landing page A/B tests

Testimonial videos