55-65 Strategic Planning Team • Maura Hunter Byrne • Lonnie Horn How do we attract and retain • Sue Lieberman younger members? • Pam McGovern • Marc Nussbaum • Sherri Nussbaum • Linda Saperstein
September Member Survey (limited scope) Of 75 OLLI members in age group, sent to 33 and received 10 responses Share of Mind and Time : What other organizations do you belong to (or have considered joining) that contribute to your lifelong learning experiences and leisure activities? What are OLLI’s strengths and weaknesses versus your alternatives? Strategy to Reach and Retain 55 - 65 Cohort : The Committee believes OLLI should develop a social media presence and expand our course offerings to include more travel education, music, economic or political classes in an effort to reach and retain an age group below the current median of 75. Do you agree with these assumptions? How should OLLI reach and retain 55- 65-year-old members? Pre- and Post-Retirement Organization : What would make an OLLI membership more compelling? Please consider marketing, pricing, class format, social activities? Does time of day, day of week, or class format matter? How important are videos of past classes or interactive on-line classes? What is the importance to you of Special Events (not included in membership fees and typically off campus) in class offerings? Would you find having more social opportunities compelling?
September Survey Results: Page 1 OLLI Strengths: • Sufficient variety of high-quality courses, instructors, and special events • Format meets lifestyles of members • Reasonable Fees • Solution to a need for ongoing mental stimulation • Facility (classroom and on-line videos) OLLI Weaknesses: • Awareness is low, primarily generated by word of mouth • Seen as an older group, “that’s what my mother does” • Competition - Saddleback Emeritus is free • Pace can be slow, instructor’s knowledge of A/V may not be proficient • Some members prefer more social activities
September Survey Results: Page 2 Use of Social Media: • Generally, most don’t use it, therefore not sure of the benefit Expand offerings to travel, music, economic programs: • Music: interested in more current artists and greater variety Interested in more 20 th century historical events: Vietnam, Gulf War • • Would like to be able to audit courses at UCI How should we reach 55-65 market: • Work with Irvine’s 55+ communities • Use imagery of younger members • One-bring-one should be expanded to 3 class sessions a semester • Consider night, weekend, or interactive on-line courses
Opportunity 12% of OLLI members are aged 65 or below… …yet 46% of Orange County’s over age 55 is 55-65.
Why Grow This Cohort • Age group is underrepresented at OLLI relative to the local population • Age group can “feed” our pipeline • Potential to develop longer term OLLI members • Drive interests in new content areas (also appreciated by older members) • High energy and tech savvy volunteers
Strategy • Position OLLI as an essential component of a full and rich life, post career. • Establish risk-free, low friction offering designed to attract active 55-65 prospects approaching retirement or new to retirement. • Enhance curriculum with education geared towards active adults • Explore partners already serving this demographic for access to appropriate leads.
Initiatives Image and Outreach Community Forum Curriculum • What New collateral with active younger image, messaging • Search Engine Optimization. Improve placement on DCE site • DCE (and partners) mail list campaign (60-year Curriculum) • Establish process to capture, solicit, track, and report ongoing prospect activity • Create ongoing plan and budget for marketing/PR • Resources Establish formal Marketing/PR Committee with roles and responsibilities
Initiatives Image and Outreach Community Forum Curriculum • • What New collateral with active Monthly Saturday younger image, messaging lecture series • • Search Engine Optimization. Part of standard Improve placement on DCE site catalog courses • • DCE (and partners) mail list Open for free to campaign (60-year Curriculum) public • • Establish process to capture, Select topics: solicit, track, and report Retirement ongoing prospect activity education, others TBD • Create ongoing plan and • budget for marketing/PR Community forum e-mail list • • Resources Establish formal Marketing/PR Establish Forum Committee with roles and Committee (tie to responsibilities marketing committee for promotion)
Initiatives Image and Outreach Community Forum Curriculum • • • What New collateral with active Monthly Saturday Retirement education younger image, messaging lecture series lectures “It’s More Than Just the Money” • • Search Engine Optimization. Part of standard • Improve placement on DCE site catalog courses Travel lectures • • • DCE (and partners) mail list Open for free to Music “OLLI - extra” campaign (60-year Curriculum) public • • Establish process to capture, Select topics: solicit, track, and report Retirement ongoing prospect activity education, others TBD • Create ongoing plan and • budget for marketing/PR Community forum e-mail list • • • Resources Establish formal Marketing/PR Establish Forum Establish Travel Committee with roles and Committee (tie to Curriculum Committee responsibilities marketing • Establish OLLI Music committee for Extra promotion)
Expected Outcomes • Long Term Entitlement : Since 46% of all OC’s over the age of 55 are in the 55-65 age group, and our target in 2031 is 1050 total members, we expect to enroll 480 members in this age group (currently we have 75). • Short Term Goal (2022): Increase OLLI 55-65 members to 20% (currently we have 12%). This would increase revenue by $15K/yr. • Increase volunteer involvement (“lend your talent and expertise”) in this age group, to ensure OLLI’s long term viability.
Recommend
More recommend
