Member Engagement
Initiatives
Overview
Member engagement is integral in any association, and plays a key role in bringing the TCA community together. At the beginning of the year, we sat down and brainstormed ways that we could make our online and digital marketing efforts more member focused. Our goal has always been for our members to feel seen, heard and represented, and we knew that social media and email marketing could help elevate the effectiveness of our member engagement efforts. Instead of just simply posting about our Design Awards or Women In Construction Month, we decided to get our members involved in the content creation process.
Women in Construction
In 2023, National Women in Construction (WIC) Week took place from March 5-11, and we knew we needed to involve TCA members in this important celebration. Women are often underrepresented in the construction and concrete industries, so we wanted to do our part and highlight the strong, female leaders that make up our TCA community. We interviewed a handful of female TCA members whose impressive accomplishments, determination and leadership skills are sure to leave an impact on the industry. We asked these members about their career path, what inspired them to work in concrete and what advice they would give to the next generation of female concrete professionals. Not only did this campaign help to highlight TCA members, but it aligned with our workforce development initiatives since we were educating people about the industry and inspiring young women to pursue careers in concrete. We highlighted each of these women across our socials and emails during WIC Week, and look forward to continuing this campaign in 2024.
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Social Media – across our socials, the Women In Construction Week Highlight posts reached nearly 5,000 users on Facebook, and received over 3,290 impressions on LinkedIn. The New Member Spotlight LinkedIn posts received an average engagement rate of 10.66 % – over double the standard average engagement rate for all posts across LinkedIn.
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Emails – we sent out two emails dedicated solely to Women in Construction Week. These emails received an average of a 67% open rate and 9% click rate; the average click rate across all industries is 2-5%, so we were happy to be well above that metric.
Social media posts
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Emails
New Member Highlight
We started a New Member Highlight campaign which introduces our newest members to the TCA community. Each new member is highlighted across our Member Update email and socials. In our membership application, we asked new members to provide a short blurb about themselves so current members could learn more about what they do. This entire initiative helped new members feel special and welcome, and allowed us to further foster community.
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Social Media – across our socials, posts about the New Member Highlight reached over 1,670 users on Facebook, and received over 2,300 impressions on LinkedIn. The New Member Spotlight LinkedIn posts received an average engagement rate of 7.08% – nearly double the standard average engagement rate for all posts across LinkedIn.
Social media posts
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Design Award Winners Highlight
We started a New Member Highlight campaign which introduces our newest members to the TCA community. Each new member is highlighted across our Member Update email and socials. In our membership application, we asked new members to provide a short blurb about themselves so current members could learn more about what they do. This entire initiative helped new members feel special and welcome, and allowed us to further foster community.
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Social Media – across our socials, posts about the New Member Highlight reached over 1,670 users on Facebook, and received over 2,300 impressions on LinkedIn. The New Member Spotlight LinkedIn posts received an average engagement rate of 7.08% – nearly double the standard average engagement rate for all posts across LinkedIn.
Social media posts
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