Transforming Membership Growth at the Executives’ Club of Chicago
Founded in 1911, the Executives’ Club of Chicago (Exec Club) has long been a cornerstone for connecting Chicago’s top business leaders. However, after more than a decade without refreshing its member engagement strategy, the Club faced stagnant membership growth, declining event attendance, and waning energy in its networking opportunities. Recognizing the need for revitalization, the Exec Club partnered with Sequence Consulting to reimagine its approach to member engagement.
Identifying the Challenge: Stagnant Membership and Evolving Needs
Exec Club’s traditional membership model had not kept pace with the evolving expectations of modern executives. Research revealed key gaps:
- Limited Engagement: Events no longer provided the vibrancy or value members desired.
- Outdated Offerings: The traditional focus on exclusive events wasn’t addressing emerging leadership challenges or providing actionable insights.
- Membership Decline: Without a strategy to engage lapsed members or attract new ones, both individual and corporate memberships declined steadily.
Faced with these challenges, the Exec Club turned to Sequence Consulting to develop a data-driven member engagement strategy that would reconnect with existing members and attract new ones.
The Solution: A Multi-Faceted Member Engagement Strategy
Led by Dr. Margaret Mueller, the newly appointed CEO, the Club embarked on a transformative journey that began with a comprehensive review of its offerings, audience, and brand identity. Collaborating with Sequence Consulting and creative partner Energy BBDO, the Exec Club launched a bold new strategy that addressed members’ unmet needs and repositioned the Club for growth.
Key Initiatives
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Rebranding for Modern Relevance
- A new brand identity projected a dynamic, forward-thinking image while honoring the Club’s rich history.
- Messaging emphasized the Club’s role as a catalyst for executive growth, delivering meaningful connections and cutting-edge content.
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Tailored Membership Models
- The one-size-fits-all approach was replaced with tiered options:
- Corporate Memberships: Included leadership development programs, event access, and dedicated account managers.
- Individual Memberships: Focused on networking opportunities, curated content, and online peer-to-peer learning communities.
- The one-size-fits-all approach was replaced with tiered options:
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Content as a Core Offering
- A robust content strategy delivered high-value resources:
- Executive Webinars: Featuring industry leaders addressing critical business challenges.
- In-Depth Reports: Research on trends like technological disruptions and diversity in leadership.
- Curated Online Library: A centralized platform with white papers, case studies, and articles tailored to members’ needs.
- Executives’ Exchange: A members-only forum for knowledge sharing and collaboration.
- A robust content strategy delivered high-value resources:
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Expanding Reach Through Technology
- Online events, virtual networking opportunities, and a redesigned website enabled the Club to connect with a geographically dispersed audience, broadening its appeal to aspiring executives outside Chicago.
Results: Transforming Membership and Engagement
The Club experienced remarkable membership growth, improved retention, increased revenue, dramatically enhanced member satisfaction, and fostered a vibrant community through its initiatives.
- Explosive Membership Growth: Achieved a remarkable 200% increase in membership over just three years.
- Exceptional Retention Success: Retained 100% of corporate members and 90% of individual members in the inaugural year.
- Significant Financial Gains: Corporate sponsorship revenue surged by 30%, underscoring the value delivered to partners.
- Unprecedented Member Satisfaction: Net Promoter Score (NPS) skyrocketed by 45 points—from a challenging -5 to an impressive +50—in just two years.
- Revitalized Member Engagement: Events became dynamic, must-attend experiences, while the online forum evolved into a thriving hub of interaction and collaboration.
Lessons Learned: A Blueprint for Member Engagement
The Executives’ Club’s success, facilitated by Sequence Consulting’s expertise, highlights the importance of prioritizing member needs through ongoing research to create a winning member engagement strategy. Associations can thrive by offering valuable content beyond event access, fostering peer learning, and providing tiered membership options. Embracing technology and a data-driven approach allows them to connect with a broader audience and continuously adapt to member needs.
To read more about how Sequence creates winning member engagement strategy, please see From Passive to Passionate: How to Supercharge Member Engagement.
