Leo Bynum chairman of the USHPA membership and development committee <> writes:

Here are the specifics of the Lead Generation program. This was approved by the EC sometime after the spring BOD meeting. Anything that occurs after March will have to have the approval of the full BOD. My understanding is that Dennis Cavagnaro is rather busy these days. Dick Heckman remains the prime for the lead generation work group.

Below are the EC notes on lead generation:

1. Trial period for program to be six months ending March, 2008.

2. The trial program will focus on hang gliding. Paragliding may be added in the future depending on the results of the hang gliding program and the interest from the paragliding members.

3. USHPA pays for ads and key words from Google, Yahoo, etc.

- Dennis Cavanaro to develop ads for sponsored links and determine key words, plus have authority to change and tweek ads and key words as necessary throughout the trial period.

4. Sponsored links will direct the interested person to a partner web site.

- For the trial period, the partner web site will be limited to www.hanggliding.org.

- Future additions will be selected by the lead generation team, however they may be removed by the BOD at any time if determined to be an inappropriate partner for USHPA.

- USHPA should consider the development of a "Introduction to HG/PG/ USHPA external marketing site at some point in the future to support the program.

5. In exchange for the sponsored link to the partner web site(s) the partner sites will have a "hot button" to press to obtain more information about hang gliding. This will be designed by the LGT and placed in a prominent position on the site.

6. When the hit button is pressed, the interested party will be sent to a USHPA page that will contain the contact form.

- The USHPA page will be a simple, attractive one page site that will give brief description of the organization and it's services along with a form that people can fill out with contact information and a request of the specific information they are looking for (instruction, tandem flights maybe, general information, etc.) per legal requirements.

7. The contact forms will be administered by the office staff and will be automated as much as possible.

- For example, contacts wishing instruction will be automatically sent to a special page which may be accessed by USHPA instructors only. If we offer tandem flights as an option, those contacts would go to a site which may only be accessed by appropriately rated USHPA tandem pilots. The 10 year old who only wants info for a book report would be handled by manually.

8. All inquires will receive an automated letter thanking them for their interest and explaining someone will be contacting them shortly.

9. All inquires for instruction will be placed on one central web page which access restricted to USHPA instructors.

- This is considered by the Association to be a membership benefit to complement the new Rogallo membership.

- In order to monitor and evaluate the program, as well as gather data (demographic, etc) Dennis/ LGT will also have limited access to this site.

10. If we choose tandems also, the same as #9 applies. (Just trying to think of other boxes on the form and how they can benefit the general membership as well.)

11. USHPA will provide initial funding for the program at $500 / month through March, 2008

- Additional funding should be earmarked in the 2008 budget submitted to the BOD in October.

12. USHPA may stop the program at any time if the program is not yielding the desired results.

Discuss Lead generation at the Oz Report forum
   
 
 
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