SnowPro The Official Publication of the Professional Ski Instructors of America Eastern / Education Foundation
Fall 2006
Eastern Board Approves New Member-Gain-a-Member Campaign Dynamic initiative of Membership Marketing Task Force offers more than $5,000 in prizes and incentives by Michael J. Mendrick PSIA-E/AASI Executive Director
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n an effort to build on the success of the popular new Registered member entry program, which was introduced last season and resulted in a 20% gain in new members over the previous year, the PSIA-E/AASI Board of Directors approved a dynamic new membership campaign at its October 15 meeting in Albany. Dubbed the “Member-Gain-a-Member” campaign (MGaM), this program was developed by the new Membership Marketing Task Force and presented to the Board for review and approval. “We wanted to come up with a way to mobilize our existing membership as PSIA-E and AASI ambassadors so they would encourage their fellow instructors to get involved,” said Membership Marketing Task Force Chairperson Cherisse Young. “At the same time, we wanted to give back to our members that help grow the association. This campaign should be a win-win for all involved.” Program Goal: The goal of the MGaM campaign is to enlist the outreach potential of existing members, volunteers and staff to build the awareness and interest by non-member snowsports educators in becoming members of PSIA-E/AASI and, more specifically, to achieve and exceed the budgeted goal of 1,315 new members in 2006-07. Target Group: The target group for this program is new and existing snowsports education staff at established snowsports schools with an established relationship and awareness of PSIA-E/AASI. Our research via the Snowsports Growth Project efforts in 2004 and 2005 showed that between 43 and 48% of snowsports staff at the replying schools (53 in ‘04, 40 in ‘05) were members. That means we have a potential pool of 10,000 or more non-member instructors (in all disciplines) in our geographical jurisdiction. “We believe our members are our best champions to ensure that our membership message of value, education, camaraderie, personal growth and
the inside edge
reward is brought to the attention of as many non-members instructors out there as possible,” said Eileen Carr, task force member as well as Education & Programming Associate for the division office. How “MGaM” will work: This is a campaign whereby you, our existing members of PSIA-E/AASI, will personally promote and recruit colleagues that are non-member snowsports instructors to join the organization. For playing the role of “sponsor” to the new member, as the recruiting member you will be eligible for various levels of incentives. The membership application now has a line for “Member Sponsor” that will serve as the qualifier for credit and tracking. It will be up to you as the sponsor to make sure the new member identifies you as his/her membership sponsor in order for you to receive credit. At the end of the 2006-07 season, sponsor credits will be reconciled and member sponsors will be notified of their award level. All incentives and contest awards will be redeemed to sponsors during the 2007-08 season. Lots of prizes and awards for Individual Members! 1) Every member that sponsors 3 or more members gets a SnowPro mention plus PSIA-E/AASI promo pak or premium item. 2) Top FIVE producers in EACH REGION gets $100 “ed bucks” credit plus promo pak or premium item. Must have minimum of SEVEN new members to qualify. 3) Anyone bringing in 10 or more members qualifies for GRAND PRIZE and FIRST PRIZE drawing plus gets SnowPro mention, $50 in pro shop credit and promo pak or premium item. Grand Prize is a 2007-08 ProJam registration (or equivalent education registration fee credit of $375 if chosen), $50 in pro shop credit & either a pair of skis, boots, snowboard or comparable-value equipment (as donated by one of our sponsors). continued on page 5
2.........President’s Message
14.......2006-2007 Race Series
30......2006-07 Event Schedule
3.........Adopt an Eastern Team Member
20.......Job Placement Service
46......Election Information for
8.........VIPrivileges
25.......Avalanche Eastern Pro Program
Regions 3, 4 & 7
PSIA-E / AASI SnowPro • Fall 2006
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