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Repositioning NYSCI’s Membership Program
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Average Member
• Family with Mom as Decision Maker
• 56% have Bachelor’s degrees
• 24% have HH Income > $100K
• 90% Join for Value
• 87% Very Satisfied with NYSCI
• Three visits a year
• Ages of Children
>Pre-K: 70%
>7-12: 50%
>13+: 16%
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Membership Count History2003 - 2010
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Membership Count HistorySept 2006 – December 2010
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Old Sales Pitch
• Emphasized Price
• Reinforced concept of NYSCI as a good value
• Not enough differentiation between levels
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New Sales Pitch
• Emphasizes Benefits of Membership
• Reinforces concept of NYSCI as a quality family outing
• More differentiation between levels
• Willing to pay more for a higher perceived value
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New Strategy:More Differentiated Levels • Pass level
>“The best value”
>NYSCI General Admission only
>ASTC reciprocal
• Premium level
>“The most experiences”
>General Admission plus free parking and free Playground
>Discounts on NYSCI programs
>New benefit: ACM reciprocal
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Results
• 90% of members choose Premium
• Average price per transaction is up
• Members registering for educational programs are choosing higher levels
• Members are happy
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