Now that Dayton Hamvention weekend has arrived, those of you attending the Hamvention have probably become aware of a new membership marketing program that has rolled out.  We wanted to keep a lid on the concept until the Thursday night "Dealers/Manufacturers) Meeting at Dayton where it was announced.

For a limited time to assess its success, ICOM amateur radio equipment dealers will give purchasers a coupon and membership application good for $15.00 toward ARRL membership dues.  This applies to new members or those that have not been ARRL members for a least one year.  If the person purchasing the ICOM equipment is already an ARRL member, then the coupon can be transferred to a third party.

Attached is a paper that was prepared for discussion by the R&R Committee a few weeks ago.  It covers the details of the program.

73, Rod W6ROD

ICOM MEMBERSHIP RECRUITMENT PILOT PROGRAM

Program Summary:

For a limited time, ICOM dealers will give purchasers of ICOM equipment a coupon/membership application good for $15 toward membership dues for each brand new or returning (after a lapse of 1 year) ARRL member. Current members may transfer the coupon to a third party.

Program Timeframe:

This program will premiere on Friday, May 16th, 2003, at the Dayton Hamvention and will run through Friday August 15^th, 2003.

Program Preparation:

ARRL and ICOM staff members are currently working jointly to product a coupon with a face value of $15 to be used toward the purchase of an ARRL membership. The face of the coupon will explain its use and the reverse side will serve as an ARRL membership application. Coupon use will be restricted to individuals who have never held ARRL membership or whose membership has been expired by one year or more. The coupons will carry an expiration date of August 15^th, 2003.

Signs depicting the coupon and its use will be created for display at Hamvention and in ICOM dealer showrooms.

Coupon and sign quantities are currently being determined by ICOM staff.

ARRL will use Sales and Marketing department in-house graphics services to design the coupons and signs. Upon ICOM approval of proof copies, ARRL will arrange for, and incur the costs of, printing and delivery of all items to ICOM at the Dayton Hamvention.

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Initial Startup Cost Estimate - $1,200.00

Program Execution:

Upon purchasing product from an ICOM Dealer, the customer will be handed the coupon by Dealer staff. A provision has been made on the coupon face for transferability if the customer does not meet the requirements for use (i.e., customer is currently an ARRL member, etc.)

Once the coupon and remittance are received at HQ (the coupon plus remittance will equal desired term fee,) staff will verify that the user has never held ARRL membership or their membership has been lapsed for one year or more. If the criteria are met, ARRL will charge ICOM the $15 face value of the coupon. However, ICOM will also be afforded the same $15 “finders fee” that we currently offer ARRL affiliated clubs. The “finder’s fee” will offset the charge to ICOM, creating a zero dollar transaction.

If, upon receipt of the coupon and remittance, it is determined that the customer does not meet the criteria necessary for coupon use (customer is already currently an ARRL member, etc.,) the membership transaction will be pro-rated based on the amount of remittance received without the coupon. The coupon will be voided, and a notification/explanation letter will be sent to the member regarding the pro-rated term.

At each thirty day interval, ARRL staff will provide ICOM with a summary report documenting of the quantity of members acquired and the quantity of coupons that were voided, due to the non-eligibility of the user.

At the end of the pilot period, we will generate an ARRL internal comprehensive report, including final acquisition totals and the acquisition cost per member. We will also provide ICOM with a full summary account.

We will seek ICOM’s feedback to determine their perception of the program’s level of success, ease of administration, needed changes, and viability of future periodic or full time deployment.

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ARRL
The national association for Amateur Radio 
Remember, Helping Others....Always Worthwhile!!
Southwestern Division Vice Director
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