55-65 Strategic Planning Team Maura Hunter Byrne Lonnie Horn - - PowerPoint PPT Presentation

55-65 Strategic Planning Team

• Maura Hunter Byrne
• Lonnie Horn
• Sue Lieberman
• Pam McGovern
• Marc Nussbaum
• Sherri Nussbaum
• Linda Saperstein

How do we attract and retain younger members?

September Member Survey (limited scope)

Of 75 OLLI members in age group, sent to 33 and received 10 responses

Share of Mind and Time: What other organizations do you belong to (or have considered joining) that contribute to your lifelong learning experiences and leisure activities? What are OLLI’s strengths and

weaknesses versus your alternatives?

Strategy to Reach and Retain 55 - 65 Cohort: The Committee believes OLLI should develop a social media presence and expand our course offerings to include more travel education, music, economic or political classes in an effort to reach and retain an age group below the current median of 75. Do you agree with these assumptions? How should OLLI reach and retain 55- 65-year-old members? Pre- and Post-Retirement Organization: What would make an OLLI membership more compelling? Please consider marketing, pricing, class format, social activities? Does time of day, day of week, or class format matter? How important are videos of past classes or interactive on-line classes? What is the importance to you of Special Events (not included in membership fees and typically off campus) in class offerings? Would you find having more social opportunities compelling?

September Survey Results: Page 1

OLLI Strengths:

• Sufficient variety of high-quality courses, instructors, and special

events

• Format meets lifestyles of members
• Reasonable Fees
• Solution to a need for ongoing mental stimulation
• Facility (classroom and on-line videos)

OLLI Weaknesses:

• Awareness is low, primarily generated by word of mouth
• Seen as an older group, “that’s what my mother does”
• Competition - Saddleback Emeritus is free
• Pace can be slow, instructor’s knowledge of A/V may not be proficient
• Some members prefer more social activities

Use of Social Media:

• Generally, most don’t use it, therefore not sure of the benefit

Expand offerings to travel, music, economic programs:

• Music: interested in more current artists and greater variety
• Interested in more 20th century historical events: Vietnam, Gulf War
• Would like to be able to audit courses at UCI

How should we reach 55-65 market:

• Work with Irvine’s 55+ communities
• Use imagery of younger members
• One-bring-one should be expanded to 3 class sessions a semester
• Consider night, weekend, or interactive on-line courses

September Survey Results: Page 2

Opportunity

12% of OLLI members are aged 65 or below… …yet 46% of Orange County’s

• ver age 55 is

55-65.

Why Grow This Cohort

• Age group is underrepresented at OLLI relative to the

local population

• Age group can “feed” our pipeline
• Potential to develop longer term OLLI members
• Drive interests in new content areas (also appreciated

by older members)

• High energy and tech savvy volunteers

Strategy

• Position OLLI as an essential component of a full and

rich life, post career.

• Establish risk-free, low friction offering designed to

attract active 55-65 prospects approaching retirement

• r new to retirement.
• Enhance curriculum with education geared towards

active adults

• Explore partners already serving this demographic for

access to appropriate leads.

Initiatives

Image and Outreach Community Forum Curriculum

What

• New collateral with active

younger image, messaging

• Search Engine Optimization.

Improve placement on DCE site

• DCE (and partners) mail list

campaign (60-year Curriculum)

• Establish process to capture,

solicit, track, and report

• ngoing prospect activity
• Create ongoing plan and

budget for marketing/PR Resources

• Establish formal Marketing/PR

Committee with roles and responsibilities

Initiatives

Image and Outreach Community Forum Curriculum

What

• New collateral with active

younger image, messaging

• Search Engine Optimization.

Improve placement on DCE site

• DCE (and partners) mail list

campaign (60-year Curriculum)

• Establish process to capture,

solicit, track, and report

• ngoing prospect activity
• Create ongoing plan and

budget for marketing/PR

• Monthly Saturday

lecture series

• Part of standard

catalog courses

• Open for free to

public

• Select topics:

Retirement education, others TBD

• Community forum

e-mail list Resources

• Establish formal Marketing/PR

Committee with roles and responsibilities

• Establish Forum

Committee (tie to marketing committee for promotion)

Initiatives

Image and Outreach Community Forum Curriculum

What

• New collateral with active

younger image, messaging

• Search Engine Optimization.

Improve placement on DCE site

• DCE (and partners) mail list

campaign (60-year Curriculum)

• Establish process to capture,

solicit, track, and report

• ngoing prospect activity
• Create ongoing plan and

budget for marketing/PR

• Monthly Saturday

lecture series

• Part of standard

catalog courses

• Open for free to

public

• Select topics:

Retirement education, others TBD

• Community forum

e-mail list

• Retirement education

lectures “It’s More Than Just the Money”

• Travel lectures
• Music “OLLI- extra”

Resources

• Establish formal Marketing/PR

Committee with roles and responsibilities

• Establish Forum

Committee (tie to marketing committee for promotion)

• Establish Travel

Curriculum Committee

• Establish OLLI Music

Extra

Expected Outcomes

• Long Term Entitlement : Since 46% of all OC’s over the

age of 55 are in the 55-65 age group, and our target in 2031 is 1050 total members, we expect to enroll 480 members in this age group (currently we have 75).

• Short Term Goal (2022): Increase OLLI 55-65 members

to 20% (currently we have 12%). This would increase revenue by $15K/yr.

• Increase volunteer involvement (“lend your talent and

expertise”) in this age group, to ensure OLLI’s long term viability.