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In its mission to be the leader of the global metalcasting industry, AFS must prove its value every day. Whether this value is education, marketing or representation, if AFS is successful in its mission and creates value, those in the metalcasting industry will want to follow the AFS example and become members. They will want to SECURE OUR INDUSTRY'S FUTURE.
In an effort to proclaim its value, AFS has commenced the 10% BY 2010 MEMBERSHIP DRIVE. The goal is to achieve 20,000 members (10% of the industry) by June 30, 2010. With approximately 9,000 members today (which includes all types of individual memberships and corporate member facilities), this Big Hairy Audacious Goal (BHAG) represents a 122% increase in membership in three years.
Prospective Market
To achieve this BHAG, AFS will focus on six prospective markets:
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Existing U.S. metalcasters that have done business with us in the last 3 years;
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Employees of current corporate members;
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Casting buyers and design engineers with affiliations to Engineered Casting Solutions;
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Individuals listed in directories (CSD, Harris Info, D & B, etc.) as metalcasting but not part of our database;
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Students in engineering programs at metalcasting-related universities and technical schools.
Execution
AFS National will be the leader in this Membership Drive, performing both large scale and one-on-one membership promotions. We will:
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Perform market research of current members;
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Send repeated mailings and emails;
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Offer special promotions for joining;
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Utilize trade shows for one-on-one marketing;
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Telemarket to spread the word;
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Provide free memberships for students;
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Meet with current and prospective corporate members.
Membership Competition
We will need the support of all individual members to help us achieve our BHAG. To that end, AFS will be sponsoring competitions during the membership drive to see who can bring in the most new individual members. The stage is set for Member vs. Member and Chapter vs. Chapter in three separate year-long competitions to see who can achieve the largest percentage of individual membership growth. So, every time a new individual member signs up (all types apply), they must fill in your name and/or your Chapter's name in the "Application Sponsored By" line so you receive credit.
This membership drive and the competitions will be tracked at http://www.afsinc.org/ and through the E-Connections newsletter. The winning AFS Member and Chapter each competition period will each receive $1000 to use as they please. The second place Member and Chapter will receive $750.
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