Innovatis Case Study

Expanded programs drive community income and gain insight

CHALLENGE

When Innovatis Group creates a user group for one of our clients, we look for ways to enhance the member experience and generate revenue for the user group community. One way we do that is through the creation of upgraded memberships.

When one of our clients, VMware, created VMware User Group (VMUG for short), there was a need for VMware’s professional customers to increase VMware’s product knowledge and advance their professional careers. The user group initially began as a free membership where members could communicate and connect with VMware. But as we started to listen to our VMUG members, we realized there was an opportunity to give them even more value

STRATEGY

By listening to and interacting with our VMUG members online and in person, we realized that giving them expanded access to expensive licenses alongside their other Advantage benefits makes the investment a no-brainer.

We created the VMUG Advantage program where, for $200 a year, our members can get exclusive access to training, certifications, and discounts to a global conference. Even though members were happy with the value they were getting with the program, we started to understand our audience and what drives them. 

RESULT

Our program management gives our clients invaluable insights into essential product feedback, lead generation, and customer engagement, all while raising money for user groups through upgraded memberships.

The benefit VMUG Advantage members get from the program isn’t just access to new technologies. Members have successfully taken their career to the next level. Innovatis’ VMUG Advantage representative Cassie Pitts hears from members daily.

“Members love the exclusivity of the licenses. Can’t get these benefits anywhere else. We hear a lot how they got a job at VMWare or somewhere because of the discounted certifications. What our members can do takes them to the next level,” says Pitts.

Members love the program too. Ken Nalbone, who is an influential VMUG member, credits his career transformation to Advantage’s benefits.

“Being an Advantage member has been career changing for me. I started by building a homelab using my licenses and used my newly gained skills to land a job. I strongly feel that becoming [an Advantage] member was the first step in my career transformation over the past two years,” says Nalbone.

The extra money generated from upgraded memberships also funds the ability to put on community events, produce and give away swag, and continue marketing initiatives and communication with our members.

With the value Advantage gives its members, we see 84% year-to-year retention while adding new members every year as Advantage continues to grow every year.

If your association or brand needs to elevate their group membership program or needs to create one, contact us. We can create a customized solution with our experienced and hard-working team of program experts. Click on the link below to get started.

If your association or brand needs to elevate their group membership program or needs to create one, contact us. We can create a customized solution with our experienced and hard-working team of program experts.