Guide Business Awareness: Community Affiliate, Business Associate, Corporate Membership Navy League of the United States February 2004 2300 Wilson Boulevard Arlington, Virginia 800-356-5760 www.navyleague.org
TABLE OF CONTENTS Community Affiliate Membership General Program information...3 Whom to Target...4 How to Recruit...4 Renewals...6 Sample Program Benefits...7 Sample Council Program...8 Sample Letter to Prospective Member...9 CAM Recruiting Profile.11 Plaque...16 Decal.17 Renewal Notice...18 Corporate Membership Types of Memberships...19 How to Recruit...21 Corporate Membership Benefits...23 Business Associate Membership Benefits...24 Sample Letters...26 Sponsorship Ideas...29 07/11/2005 2
Community Affiliates Goal: To recruit local businesses into your council, increasing both membership and revenue. WHY IS IT WORTH YOUR EFFORT? Your council will benefit in two ways: 1) $200 council revenue annually, 2) Increased membership. Increased Council Revenue: Receive $200 for your council s budget for each Community Affiliate member. $40 in rebates for four members $160 payment upon processing of the new Community Affiliate membership or renewal at headquarters. Quick Increase in Membership: Each Community Affiliate membership can increase a council by four new local members New members bring fresh ideas and enthusiasm Greater Navy League visibility in local community WHICH BUSINESSES CAN QUALIFY TO BECOME A COMMUNITY AFFILIATE MEMBER? Any local business providing products or services to the community, including local offices of Corporate members. WHY COMMUNITY AFFILIATES ARE IMPORTANT FOR YOUR COUNCIL: Community Affiliate members have an important role in your local Navy League council. In addition to increased revenue and membership, Community Affiliates offer: Meeting sites Door prizes for meetings Sponsorship of council programs and events Greater recognition of the Navy League s name in your local community Volunteers with a wide range of experience and community contacts 07/11/2005 3
WHOM TO TARGET FOR COMMUNITY AFFILIATE MEMBERSHIP: Virtually every business is a target. The following tend to be excellent prospects for targeting your efforts. Real estate agents Insurance agents and companies Auto/truck dealers Community banks Hotels, motels, inns Restaurants, fast food chains, ice cream stores Bottling distributors Theaters Printers HOW TO RECRUIT A COMMUNITY AFFILIATE 1. Establish a committee get members involved. If possible, schedule the workshop Recruiting Community Affiliate Members from NLUS Headquarters. 2. Target the business most likely to benefit by membership. Make a list of all the possible Community Affiliates in your area (see above), divide the list among committee members, and visit each business to make a presentation. Prepare the following for your presentation: Community Affiliate enrollment form Copy of your most recent newsletter A list of benefits you can offer, such as: A free ad in your newsletter, leave a copy Special recognition at your meetings and events Networking and business development opportunities Council information List of officers and Board of Directors List of upcoming council activities List of other Community Affiliate members in the council 3. Visit prospects in person target top management. The higher you go, the more results you achieve. Try to see the owner, president, or general manager. If this is not possible, ask someone in the top office for an introduction to other decision makers in the company with the authority to enroll the firm. The real key to success is personal visits. 4. Plan a special reception inviting local businesses such as an after hours reception possibly beginning immediately following a workday during the month of July. 5. Plan a special event such as a golf or tennis tournament and give your local Community Affiliate members special recognition as sponsors or as key council supporters. 6. Feature one Community Affiliate in your newsletter and/or on your website each month inform members about the business, its importance to the local community, and tell them about the owner(s) and employee(s). HOW DOES A COMPANY BENEFIT FROM COMMUNITY AFFILIATE MEMBERSHIP? 07/11/2005 4
1. Four Navy League Memberships included in each Community Affiliate membership. 2. Plaque & Decal symbolically demonstrating their support of the sea services by proudly displaying their Navy League membership plaque and decal. These items are given to all new Community Affiliate members. The plaque and decal are a strong symbol to customers that the business owner(s) and/or management are actively supporting our country s sea services. Year discs and decals are supplied with each renewal membership. 3. SeaPower Magazine, Almanac of Seapower, The Navy Leaguer keep abreast of the issues and trends affecting our sea services with four subscriptions to SeaPower magazine. The Almanac of SeaPower provides a comprehensive summary of facts, figures, and articles about the sea services and the Navy League. The Navy Leaguer provides information about local council activities around the world. 4. Recognition obtaining important community and national publicity through recognition of their affiliation with the local council and the national organization of the Navy League. 5. Networking Expanding networking opportunities by participating in local council activities and special networking events. Council events provide the perfect opportunity for developing new businesses and meeting prospective employees. SUMMARY SUGGESTIONS: 1. Form an active committee. 2. Keep in close contact with the Assistant Director of Membership who is responsible for the Community Affiliate program at National Headquarters. Responsibilities include: a. Welcome letter b. Plaque and decal c. Renewal notices d. Renewal disc for plaques and annual membership decal 3. Redefine your council s prospective member group each year. 4. Personal contact is best a. Make an appointment and personally visit the prospective company and take copies of the information on the following pages. b. Follow-up with a letter thanking the company representative for his/her time and offering another opportunity to join. 5. Recognition a. Newsletter and website b. Council meetings c. Flyers for events they are helping to sponsor d. Place one member of the company on your Board of Directors 6. Just ask! RENEWING COMMUNITY AFFILIATE MEMBERS 07/11/2005 5
Renewal process 1 st Renewal sent 60 days prior to expiration 2 nd Renewal send 30 days prior to expiration Copies of renewal letters initiated from National are mailed to the council presidents Councils should personally contact their Community Affiliates and ask them to renew personal contact is always the best. Councils can again take the opportunity to recognize a Community Affiliate during a meeting after their membership has been renewed personally presenting their yearly disc and decal is a great means of recognition. Reminder: If your council has recognized the Community Affiliate throughout the year and welcomed their individual members to participate, the renewal process will be much easier. THE REST IS UP TO YOU! There are many councils with Community Affiliate success stories. The main ingredient to their success is that they decided to ACT. No matter what the size of your council, you can readily get one or two businesses to join. Start with the companies your council does business with. All you have to do is go ask them. Why not do it today? COMMUNITY AFFILIATE SAMPLE PROGRAM The following pages provide a sample of letters and forms to use in your council s Community Affiliate program. The samples are from the Eastern Connecticut Council who have consistently earned national recognition for recruiting and retaining Community Affiliates. They normally make a packet of information and leave with a prospective Community Affiliate and follow-up with a letter. You may either copy these letters and information or use them as a basis to plan and write your own council program. Make your plans, then just ASK! One-on-one, face-to-face, communication is always the preferred method of getting your message across. 07/11/2005 6
COMMUNITY AFFILIATE MEMBER BENEFITS Company receives: Plaque engraved with company and council names Recognition at council functions Recognition in council newsletters and website Networking opportunities Four (4) individual memberships Four (4) members receive: National Navy League membership pin National Navy League membership card Eleven (11) issues of the SeaPower magazine One (1) issue of the Almanac of Seapower Online publication: The Navy Leaguer Membership in local council with full privileges vote, attend meetings, hold office, etc. All Navy League member benefits special discounts, credit card, car rentals, etc. Council receives: $200 Rebate New members with new ideas Support or sponsorship for special programs or events Recognition for recruiting Community Affiliates through two top awards presented at the annual convention. *The sponsoring Navy League member receives up to four (4) recruiting points! See sample council Community Affiliate program on pages 8-17. NAVY LEAGUE of the UNITED STATES (FOUNDED 1902) Citizens in Support of the Sea Services 07/11/2005 7
PROGRAM OF THE EASTERN CONNECTICUT COUNCIL OF THE NAVY LEAGUE The local Navy League Council sponsors many special events in recognition and support of our maritime services. 1. The presentation of an engraved wristwatch to Service Person of the Year and the Ombudsman of the Year. This includes a banquet in his/her honor along with the other eleven recipients and their spouses of The Service Person and Ombudsman of the Month award programs. 2. The presentation of a Certificate of Recognition and an engraved plaque to the Ombudsman of the Month. The recipient is selected by her peers. 3. The presentation of an Award for Excellence certificate and an engraved plaque to the best allaround student in each weekly basic enlisted graduating class from the Naval Submarine School. The recipient is selected by his classmates. 4. Presentation of an award to The Officer of the Year at an annual banquet in his/her honor. This event is usually held in July. 5. Dinner meetings for our membership and their spouses at the Naval Submarine Base, the U.S. Coast Guard Academy, and local restaurants for such events as: Launching and commissioning ceremonies. Coast Guard Academy athletic events and Cadet Reviews. Celebration of Navy Day in October. Celebration of Coast Guard Day in August. An annual business meeting and election of offices in December. An annual Golf Tournament at an exclusive local course (usually in August). Marine Corps Recognition Day in November. Special occasions such as welcome and farewell to ranking Naval and Coast Guard Officers arriving in or departing from the area. 6. Frequent visits to and occasional short cruises on Navy and the Coast Guard ships homeported here or visiting the area, including nuclear submarines. 7. Special gifts to the Naval Submarine Base and Coast Guard Academy as the need arises for recreational and other types of equipment in support of such projects as Child Day Care Programs, chapel furnishings and Family Services. 8. Sponsorship of a local Sea Cadet and Navy League Cadet unit. The Sea Cadets and League Cadets offer an excellent opportunity for boys and girls between the ages of 11 and 17 to prepare themselves for entrance to the service academies, to qualify for the NROTC college program, or to enlist in the Navy or Coast Guard with advanced rating. 07/11/2005 8
NAVY LEAGUE of the UNITED STATES (FOUNDED 1902) Citizens in Support of the Sea Services Dear Prospective Affiliate Member: The future of the Eastern Connecticut Council of the Navy League depends on continuing local business and community support. The dollars you commit (a little over one dollar per day) as a Community Affiliate Member will help us meet our goals. Please review the enclosed material which outlines many of our local programs directed at recognizing the military in our community. Your decision to become a Member is tax-deductible and will contribute to the many local military awards and assistance programs that this Council provides. We hope that as a Community Affiliate Member you will participate in some of the many meaningful Council activities and functions that are announced each year. Please complete the enclosed application form and include your check to the Navy League of the United States for $400.00 to our council office in New London, CT for processing. Submit any inquiries to the writer. Gregarious Salt Community Affiliate Membership Chairman 100 Whale Oil Row New London, Connecticut 06320 (203) 442-5541 Fax (203) 444-0759 07/11/2005 9
NAVY LEAGUE of the UNITED STATES (FOUNDED 1902) Citizens in Support of the Sea Services Eastern Connecticut Council COMMUNITY AFFILIATE MEMBERSHIP NAME OF COMPANY: STREET ADDRESS: CITY, STATE, ZIP CODE: 1. NAME: INDIVIDUAL MEMBERS/ENROLLEES ADDRESS: TEL. NO.: WORK HOME 2. NAME: ADDRESS: TEL. NO. EMAIL WORK HOME EMAIL 3. NAME: ADDRESS: TEL. NO. WORK HOME EMAIL 4. NAME: ADDRESS: TEL. NO. WORK HOME EMAIL Sponsor: NL Number: Date 100 Whale Oil Row New London, Connecticut 06320 (203) 442-5541 Fax (203) 444-0759 07/11/2005 10
NAVY LEAGUE of the UNITED STATES (FOUNDED 1902) Citizens in Support of the Sea Services CAM RECRUITING PROFILE 1. Visit prospects in person. The real key to our success is personal visits. 2. Target the businesses most likely to benefit by membership. For example, businesses targeted by Eastern Connecticut Council include hotels and motels, department stores, banks, credit unions, product distributors, manufacturing, professional services and contracting. 2a. Join the Chamber of Commerce and encourage Rotary, Lions and Kiwanis members to recruit candidates. 3. Target top management. The higher you go, the more results you achieve, suggests that recruiters try to see the general manager or president. If this is not possible, ask someone in the top office for an introduction to other decision makers in the company with the authority to enroll the firm. 4. Have a plaque to show to potential members. When business leaders see the handsome plaque they, will receive and display, they are more likely to want to sign up. 5. Prepare a leave behind packet. The Eastern Connecticut packet contains the New London application and council newsletter, plus a list of officers and board members, and a list of Council programs. When prospective members see how much the local NLUS council is doing they know that their membership dues will be well spent. 6. Stress that 50 percent of contributions go to the council. Many businesses and community organizations are impressed when they realize that 100 percent of their membership dues will go towards funding Navy League events and programs, with 50% returning to the community. This is especially important to small and medium-sized businesses looking to maximize the effectiveness or their community fund dollars. 7. Show a copy of the active CAM members now in the council. As the list increases it is a stimulus for new organizations to join. Our council list as of September 1995 is: Analysis & Technology J. Solomon, Inc. G.E. Aerospace Bailey & Stub Coca-Cola Bottle, Inc. Groton Motor, Inc. Liberty Bank 100 Whale Oil Row New London, Connecticut 06320 (203) 442-5541 Fax (203) 444-0759 07/11/2005 11
NAVY LEAGUE of the UNITED STATES (FOUNDED 1902) Citizens in Support of the Sea Services MARKETING PRESENTATION INITIAL COUNCIL PERSONAL VISIT CALL IT SHOW & TELL, BUT THIS PLAN REALLY PRODUCES RESULTS WHEN MEETING WITH PROSPECTIVE NAVY LEAGUE COMMUNITY AFFILIATE MEMBERS. NAVY LEAGUE OF U.S. - 1902 ORIGIN TO PRESENT TIME SEA POWER MAGAZINE FROM NATIONAL HQ - LEAVE COPY COUNCIL NEWSLETTER - LEAVE COPY ANNUAL MEETING NOTICE - NOVEMBER COAST GUARD ACADEMY O CLUB ELEVEN MONTHLY BOARD MEETINGS-OPEN TO ALL MEMBERS/GUESTS MONTHLY AWARDS TO SERVICE PERSON AND OMBUDSMAN OF MONTH WEEKLY AWARD PRESENTED TO THE SUBSCHOOL GRADUATE BY COUNCIL MEMBERS-CLASS SELECTS AWARDEE SERVICE PERSON OF YEAR/OMBUDSMAN OF YEAR COUNCIL DINNER AWARDS TO EACH SELECTEE - SPONSOR AND SPOUSES ATTEND AS GUESTS PERIODIC TOURS OF NAVY & COAST GUARD BASES AND SHIPS OFFICER OF YEAR DINNER PROGRAM AND AWARD, MID SUMMER VIP INVITATIONS TO LOCAL MILITARY SERVICE PROGRAMS DESCRIBE MANY OPENINGS/OPPORTUNITIES TO PARTICIPATE IN COUNCIL ACTIVITIES BOARD OF DIRECTORS, COMMITTEE CHAIRMEN OR COMMITTEE MEMBERS, (15 STANDING AND 14 SPECIAL COMMITTEES) TOURGUIDES, NEWSLETTER STAFF, FACILITATORS AT-LARGE DINNER AND AWARDS PROGRAMS IN SOME INSTANCES MEMBERS ARE ENCOURAGED TO VOLUNTEER SELF AND BUSINESS RESOURCES TO ASSIST IN PROGRAM PREPARATION. OUR MOST RECENT APPROACH IS ASKING CAM S TO HELP RECRUIT OTHER BUSINESSES. 100 Whale Oil Row New London, Connecticut 06320 (203) 442-5541 Fax (203) 444-0759 07/11/2005 12
NAVY LEAGUE of the UNITED STATES (FOUNDED 1902) Citizens in Support of the Sea Services 1991 COUNCIL PROFILE TO PRESENT A BUSINESS PRESENCE PRIORITIES UPGRADE INTERNAL COUNCIL COMMUNICATIONS OPEN A BUSINESS OFFICE ANSWERING PHONE AND FAX, A CENTRALIZED ADDRESS/STENO/GRAPHICS/DUPLICATING DISPLAY COUNCIL TROPHIES & PAINTINGS HAVE AN EXECUTIVE BOARD MEETING SPACE EXTERNAL LINK WITH NATIONAL REGION & STATE PRESIDENT ATTEND PORTLAND OREGON CONVENTION AS 1 ST VP MEMBER ATTEND REGION MEETING AT STANFORD, CT AND GOVERNORS ISLAND, NY INVITE REGION & COUNCIL MEMBERS TO ECC LISTEN AND LEARN AT ALL MEETINGS MECHANISMS BI-MONTHLY NEWSLETTER SELECTED OFFICER NOMINEES ALL APPROVED 1991 AND 1992 EVERY BOARD MEMBER HAS A COMMITTEE CHAIRMANSHIP OR COMMITTEE ASSIGNMENT MY EX-OFFICIO (BILL MILLER) IS CHAIRMAN OF PROCEDURES-POLICY-PROTOCOL COMMITTEE AWARDS PROGRAM UPGRADE OMBUDSMAN OF MONTH & YEAR $ SERVICE PERSON OF MONTH & YEAR $ OFFICER OF YEAR BASIC SUBMARINE ENLISTED SCHOOL 52 WEEKS/YEAR MAJOR IMPACT OF CHANGE DURING 1991-1992 30 COMMUNITY AFFILIATE MEMBERS RETENTION APPROX. 60 NEW MEMBERS & $4,500.00 TO INCOME (Note now $6000) NEWSLETTER THE VANGUARD TO ALL 400 COUNCIL MEMBERS, SELECT NATIONAL MEMBERS AND ALL MAJOR NAVY & COAST GUARD LOCAL COMMANDS AND EVERY COUNCIL IN EMPIRE REGION WALK IN VISITORS TO OUR OFFICE WHAT IS THE NAVY LEAGUE (MEMBERSHIP APPLICATIONS READILY AVAILABLE) 100 Whale Oil Row New London, Connecticut 06320 (203) 442-5541 Fax (203) 444-0759 07/11/2005 13
NAVY LEAGUE of the UNITED STATES (FOUNDED 1902) Citizens in Support of the Sea Services WHAT CAM MEMBERSHIP HAS DONE FOR THE EASTERN CONNECTICUT COUNCIL Rebates have increased our council budget and expanded our awards program Membership growth = 76 new members Increase in supervisory women as members Reduction in average age of local council members New managerial and technical skills now represented as: Members and Board - 15-20% Committee Chairman - Audit and Treasury Council Officers - two (Treasurer, Vice President) Committee Members - many Community Public Relations - auto sales, restaurant, motels Media Publicity TV, radio and newspapers CAM Plaques displayed in their lobby, showroom, or conference area. Eastern Connecticut Council Navy League coffee cups on desk and credenza. Padlock key rings for car keys upon renewal of memberships. 100 Whale Oil Row New London, Connecticut 06320 (203) 442-5541 Fax (203) 444-0759 07/11/2005 14
NAVY LEAGUE of the UNITED STATES (FOUNDED 1902) Citizens in Support of the Sea Services NEWSLETTER Principle Communication Link to Council Members Ground Rules Regular Publishing Schedule Point of Contact; Editorial Staff Council Office Address & Tel contacts Authors of News Articles Contents Each Issue President s Message Council Schedule Update of BOD Programs Council Schedule Update of Social and Award Functions Membership Recognition CAM s Charter Members Editors Corner Overall Navy and Government Issues, Influencing Federal Policy Description of Navy & Coast Guard Activities what they do & who s who Fallout of New 1991 Newsletter Identify a focal point of contact for members who have questions concerning local & overall Navy League NL Distribution Empire Region president 14 New York State & CT council presidents NL National Committee Chairman & National Officers who have expressed interest Special Local Area Distribution All CO s at Submarine Base (20/25 I) Major Commands in region Operating Groups Squadron Commanders each CO of every CG Cutter CO s CG R&D CTR CO/O-in-C s NUSC All Department Heads at CG Academy President./CEO s of all CAM s (32 Now) Council LOGO for mailings that is unique and recognizable 100 Whale Oil Row New London, Connecticut 06320 (203) 442-5541 Fax (203) 444-0759 07/11/2005 15
SAMPLE COMMUNITY AFFILIATE PLAQUE Panhandle Sign & Crane Milton Council Community Affiliate Navy League of the United States 1990 1991 1992 1993 07/11/2005 16
COMMUNITY AFFILIATE MEMBERSHIP DECAL 07/11/2005 17
NAVY LEAGUE of the UNITED STATES (FOUNDED 1902) Citizens in Support of the Sea Services (Date) Dear Community Affiliate Member, Your membership with the Navy League of the United States will soon expire. A renewal notice is attached below. Your ongoing support of the men and women of the Sea Services and your local community is to be applauded. You stand strong with over 400 other community affiliates, 75,000 members and 283 local chapters. Best of all, half of your annual dues are sent to your local council and making a difference in your local community. How does your membership make a difference? In addition to the activities of your local council, dozens of national programs exist in large part to your support. Our Sea Cadet program reaches thousands of today s youth and puts many on the road to a proud sea service career. Tens of thousands of dollars in Navy League Scholarships bring tremendous rewards to the dependents of service men and women and Sea Cadets. Our Adopt A Ship/Unit program brings the sailors and marines of over 600 adopted ships/units into direct contact with Navy League members who stand ready to assist them. By renewing today, you will continue to receive all of the member benefits on the enclosed flyer including Sea*Power Magazine and the Almanac of Sea*Power. As an added bonus, we are offering your organization the opportunity to add one additional member at no extra charge. This means that you now may have FOUR members under your organizations umbrella. Simply supply us with the contact information for your extra member on the enclosed form. We sincerely appreciate your standing together with us to strengthen our fighting forces, as that is the least we can do for our sea service personnel who put their lives on the line for our freedoms. The Navy League appreciates the support you have given to us and to your local council during the past year. If you need further information, please give me a call at 800/356-5760. Sincerely, (NAME) Assistant Director Membership Services Navy League M of the United States 2300 Wilson Blvd. Invoice Arlington, VA 22201-3308 Community Affiliate Council Exp. Date $400.00 FIELD (MBTYPE) FIELD (COUNCILID) DATE *Thank you for supporting the sea services of the United States. (COMPANY CONTACTS NAME) (COMPANY) (ADDRESS) (CITY, STATE ZIP) 07/11/2005 18
CORPORATE MEMBERSHIPS GENERAL INFORMATION ON NON-INDIVIDUAL MEMBERSHIPS Corporate Membership Benefits --- 3 types: Corporate Gold Membership Corporate Membership Business Associate Membership Cost: $12,500 Cost: $4,000 Cost: $1,500 Benefits: 2 life members Benefits: 1 life member Benefits: 5 regular members and 25 regular members and 15 regular members Designed for large Designed for companies Designed for companies Companies that want the with more than 500 with less than 500 employees most membership benefits employees Sea-Air-Space Benefits (SAS) * Priority exhibit space; * Company can exhibit * Company can exhibit Featured on signage on the main floor in the specialty suites at discounted rates * Priority seating for * Company rep able 1 table at the SAS to attend seminars * Company rep able banquet and symposia to attend seminars and symposia * Company rep able to attend seminars and symposia Special Topic Breakfast * Up to 3 invitations to the * Up to 2 invitations to the * 1 invitation to the breakfasts breakfasts breakfasts * Invitation to CEO-only events Note: Current benefits and information should be checked for accuracy on the Navy league website at http://www.navyleague.org/membership/corp_benefits.php 07/11/2005 19
Corporate Membership Benefits (continued): Corporate Gold Membership Corporate Membership Business Associate Membership Sea*Power Magazine * 1 free full-page 4-color * $1,000 advertising credit * 6 black & white Welcome announcement toward a full-page ad ¼ page ads (except (new members only) (except Almanac and April Almanac and April edition) edition) * 1 company profile featured in special * Company name * Company name section of Sea*Power prominently listed prominently listed magazine monthly as a corporate quarterly as a member business associate * Company name member prominently listed * Hard cover edition of the monthly as a corporate Almanac of Sea*Power * Hard cover edition of the gold member Almanac of Sea*Power * Listing in Annual Corporate * Two (2) hard cover editions of Directory * Listing in Annual the Almanac of Sea*Power Corporate Directory * Prominent Listing in Annual Corporate Directory Membership Award * A beautiful crystal * A handsome 9 x12 * A handsome 8 x10 and wood etched show solid American American walnut place elegant enough walnut plaque proudly plaque proudly to show in your announces your announces your company s lobby or company s corporate company s business awards credenza membership in the associate membership Navy League in the Navy League. Council Commissions 50% of first-year * 50% of first-year * 50% of first-year membership ($6250) if membership ($2000) if membership ($750) if recruited by council recruited by council recruited by council * 10% referral fee ($1250) * 10% referral fee ($400) * 10% referral ($150) fee if HQ recruits council- if HQ recruits council- if HQ recruits councilreferred new member referred new member referred new member 07/11/2005 20
HOW TO RECRUIT NEW CORPORATE MEMBERS STEP ONE: A) Appoint a Corporate Membership Committee. The size of the committee should depend on the size and activity of your council and the number of potential corporate members in your area. Ideally, the members of this committee should have experience working with senior-level representatives from defense-related companies. If you have council members who work for corporations (including corporations that are not members of the Navy League or are not defense-related), they are good members for your corporate committee. They may have contacts to help you fund a council activity or event. This committee should handle corporate issues such as recruiting, retention, corporate networking programs, corporate sponsorship for speakers, ship commissionings, scholarship programs, etc. The chairperson would also be the contact with Headquarters Director of Corporate Affairs Sheila Hallas, (703) 312-1556. Community Affiliate members with a growing defense-related business should be asked to upgrade to a Corporate membership category. B) Know your membership benefits! In order to make an effective presentation to company representatives about why their company should join the Navy League, you need to know and believe in the value of the benefits. Review changes in benefits on the Navy League Web site at www.navyleague.org/membership/corp_benefits.php. STEP TWO: A) Contact the Director of Corporate Affairs at the Navy League national headquarters to let them know that your council has started a corporate recruiting program. The Corporate Affairs Division at national headquarters has experienced high recruiting results when the council and national work as a team in the recruitment process. Corporate members recruited by the council earn a substantial commission! Special note: If your council decides not to establish a corporate recruiting program or committee, but has potential corporate membership leads, please contact the Director of Corporate Affairs at Navy League national headquarters to recruit the company for your council. The council receives a one-time commission if HQ is successful! B) Ask for recruiting materials from national headquarters such as brochures, videos, (on the next Sea-Air-Space Exposition and/or the Navy League of the United States-Your Advocate for Sea Power video), sample cover letters, etc. 07/11/2005 21
STEP THREE: A) Develop a list of companies in your area that do business with or support the sea services. To identify companies in your area who are involved in or are providing equipment or services to the sea service industry, check the following: 1) Chamber of Commerce 2) Local library 3) Local chapter of the National Defense Industrial Association (www.ndia.org) 4) Internet Central Contractor Register www.ccr.gov. B) Know the company to which you are trying to sell the membership. If you know the company s products and services, you can better tailor your sales presentation to that specific company, focusing on the membership benefits that best suit the company s needs. STEP FOUR: STEP FIVE: Your chances of recruiting a new company are greater if your council has a contact in the company you are trying to recruit. If you have no contact, try to get the name of the director of marketing, business development, or government relations and schedule an appointment to discuss the benefits of Corporate Membership. One on one, face-to-face communication is always the preferred method of getting your message across. Remember to choose the appropriate level of experience/rank when approaching a potential Corporate member. After your informational meeting, follow-up with additional information, a thank you note, and/or telephone calls. Don t forget to ask them to join! ADDITIONAL POINTS The number of companies involved in defense reaches across every state in our nation. Despite downsizing in the defense budget, the Navy, Marine Corps, Coast Guard, and U.S.-flag Merchant Marine still purchase a sizable amount of military equipment and services. By joining the Navy League, companies are actively supporting the Navy League s youth programs, sea service personnel recognition programs, ship commissionings, ship adoption programs and much more. A Navy League Corporate membership provides businesses with an appropriate avenue for developing closer ties with their main customer the sea services. One Navy League Corporate Membership provides companies with the ability to interface with all four of the sea services. This single interface can translate into increased business opportunities and maximum return on membership dollars. 07/11/2005 22
** IMPORTANT ** Your national Corporate Communications staff is always available to assist you with Setting up your council committee Contacting corporate members you identify as potential members Your local council Corporate contact or committee and your headquarters Corporate staff can make an effective team for increasing the Navy League s Corporate membership base. CORPORATE MEMBERSHIP BENEFITS THE SEA-AIR-SPACE EXPOSITION The largest and longest running maritime show of its kind, the annual Sea-Air-Space Exposition (S-A-S) provides Navy League corporate members with the opportunity to display their products, services and concepts before America s maritime decision makers. Only corporate members of the Navy League may exhibit at S-A-S on the main floor. SPECIAL TOPIC BREAKFAST SERIES Our Corporate Communications Division hosts several Special Topic Breakfasts to keep corporate members in tune with the latest developments in the defense industry. SEA*POWER MAGAZINE With a circulation of almost 80,000, Sea*Power magazine is seen by key decision-makers and industry leaders worldwide! Included in the membership are 11 issues of this highly informative magazine, which features interviews, legislative reports and up-to-date news concerning issues that affect sea service industries. THE ALMANAC OF SEA*POWER Two hard cover issues of the Almanac of Sea*Power, are included in the corporate gold membership and one hard cover issue with regular corporate membership. The almanac features interesting facts, figures, and essays on special topics ranging from oceanography to America s sea service capabilities. ADVERTISING CREDIT Corporate Gold members receive a free, full-page, 4-color ad to welcome them to the Navy League. An advertising credit of $1,000 is provided regular members for full-page advertising in Sea*Power. Therefore, nearly one-third of the company s yearly membership dues may be applied toward advertising. (Exceptions: The Sea-Air-Space issue & the Almanac of Sea*Power.) NAME VISIBILITY Corporate Members are prominently listed every month in Sea*Power magazine, which furthers the recognition of each company as a key player in the sea services industry. ABOUT THE MEMBERSHIP 07/11/2005 23
Each year, regular corporate members are entitled to name one new life member (two for Corporate Gold). This highly regarded membership is assigned by the company and carries the full status and benefits of Navy League s most prestigious membership. Fifteen regular members (25 for gold) can be appointed annually to keep employees abreast of issues and events affecting their industry. MEMBERSHIP PLAQUE Your company will also receive a distinctive laser engraved plaque that features your company s name and year of joining. The plaque proudly announces your Navy League membership and reminds all who see it that your company is a major supporter of U.S. sea services. BUSINESS ASSOCIATE MEMBERSHIP BENEFITS THE SEA-AIR SPACE EXPOSITION The largest and longest running maritime show of its kind, the annual Sea-Air-Space exposition (S-A-S) provides Business Associate members the opportunity to display your products, services and concepts before America s maritime decision makers. Only Corporate or Business Associate members of the Navy League may exhibit at S-A-S. SPECIAL TOPIC BREAKFAST SERIES Our Corporate Communications Division hosts several Special Topic Breakfasts to keep corporate members in tune with the latest developments in the defense industry. SEA*POWER MAGAZINE With a circulation of almost 80,000, Sea*Power magazine is seen by key decision-makers and industry leaders worldwide! Included in your membership are 11 issues of the highly informative magazine which features interviews, legislative reports and up-to-date news concerning your industry. THE ALMANAC OF SEA*POWER One hard cover issue of the Almanac of Sea*Power is included in the business associate membership. The almanac features interesting facts, figures, and essays on special topics ranging from oceanography to America s sea service capabilities. ADVERTISING CREDIT By becoming a Business Associate member, your company will be eligible to purchase six black-and-white quarter page ads in Sea*Power magazine at half-price. (Exceptions: The Sea-Air-Space issue & the Almanac of Sea*Power.) NAME VISIBILITY Business Associate members are listed quarterly in Sea*Power magazine. ABOUT THE MEMBERSHIP Each year, your company is entitled to name five individual members. Membership enables your employees to keep abreast of issues and events that affect the sea services industry. MEMBERSHIP PLAQUE 07/11/2005 24
Your company will also receive a distinctive laser engraved plaque that features your company s name and year of joining. The plaque proudly announces your Navy League membership and reminds all who see it that your company is a major support of U.S. Defense. 07/11/2005 25
SAMPLE COVER LETTER #1 (Potential contact for Corporate/Business Associate to join the Navy League) Date Name Address Address Address Dear Name: (Enter the company name here) has served as a prominent leader in our community for a number of years. In recognition of your company s dedication to such principals as PRIDE, SERVICE, AND PATRIOTISM, which serve as the Navy League s hallmark, the (Enter council name) Council would like to invite you to join the Navy League of the United States as a (Enter membership type) member. As a (Enter membership type) member, (Company name here) would be joining the elite ranks of AT&T, Anheuser Busch, Texas Instruments, and BBDO Advertising, who are committed to showing their support for the men and women of the military who put their lives on the line for our country each day. Navy League (Enter membership type) membership translates into many benefits for your company locally and on a national level. The (Put the council name here) Council and all of the Navy League councils across the country are dedicated to supporting their communities through outreach programs such as youth and scholarship, Habitat for Humanity, military relocation transition assistance, Adopt-a-Ship programs and many more. Please take a minute to review the enclosed membership brochure. Do not hesitate to contact me at (Add your phone number here) or the Manager of Corporate Communications at (703) 528-1775 if you have any questions. Remember, joining the Navy League helps support the men and women of the sea services who support our country and our community. I look forward to welcoming you on board. Sincerely, Your name Your title 07/11/2005 26
SAMPLE COVER LETTER #2 (Invitation to join the Navy League as a follow-up after an initial telephone contact.) Date Name Address Address Address Dear Name: It was a pleasure speaking with you the other day on the telephone. As we discussed, I have enclosed information on our (Enter membership name here) membership. Because the Navy League serves as an ethical liaison between industry and the U.S. sea services, we can open doors that might otherwise be shut. Our Corporate Communications Division hosts several programs that enable your company to openly interact with key maritime decision-makers and information specialists. For your convenience, several membership benefits are outlined below. Sea-Air-Space Technological Exposition S-A-S is the premier exposition in which to display your company s products, services and concepts to the key decision-makers of the maritime community. The show s attendance has consistently increased over the last six years. Networking Our Executive Forums, Special Topic Breakfast Series and local Navy League councils provide an excellent environment for information exchange and business networking. Information Access Your company receives timely information on current trends and changes in the defense industries that affect your business. Please take a minute to review the enclosed information. We are confident that our membership benefits will enhance the growth and profitability of your company. If you have any questions, please do not hesitate to contact me at (Your phone number.) Sincerely, Your Name Your Title 07/11/2005 27
SAMPLE COVER LETTER #3 (This letter is geared toward companies that have shown interest in exhibiting at Sea-Air-Space.) Date Name Address Address Address Dear Name: It was a pleasure speaking with you today on the telephone. As we discussed, I have enclosed information on our (Enter membership type here) membership and our Sea-Air-Space Exposition. Sea-Air-Space is the world s largest maritime show. If you want to market your company s product to a specialized audience including the Navy, Marine Corps and Coast Guard, you need to exhibit at S-A-S! While other expositions have decreased in attendance, Sea-Air-Space has grown. In fact, our Exposition has increased in attendance for last six years. The Navy League hosted over 10,000 visitors at S-A-S 2003! Our Corporate Communications Division also hosts several programs that enable your company to interact with key maritime decision-makers and information specialists. Because the Navy League serves as an ethical liaison between industry and the U.S. sea services, we can open doors that might otherwise be shut. Please take a minute to review the enclosed brochure. We are confident that our membership benefits will enhance the resourcefulness of your company. If you have any questions, please do not hesitate to contact me at (Your number). Sincerely, Your Name Your Title 07/11/2005 28
HOW TO PROMOTE SPONSORSHIP OPPORTUNITIES Go to your council members who are employed by or have contacts in defense-related companies and ask them (if you haven t already) to serve on your Corporate Membership Committee. Once serving on your committee, ask them if they would serve as a liaison between their company and your council. The liaison should then go to the appropriate contacts in the corporation and encourage them to participate in the sponsorship opportunities offered by your council. The concept is easy. You just need to make the right contacts. Have you ever heard of the concept of Six Degrees of Separation? This concept refers to the fact that there s a chain of no more than six people that link us to every person in this world. If you don t have members who have direct contacts to any potential corporate members, start networking. See who knows whom. You might be surprised. SAMPLE CORPORATE PROGRAMS FOR YOUR COUNCIL GOLF TOURNAMENT (For Charity or For Council) SPEAKER OR SEMINAR SERIES (Mini Executive Forums) 10K 5K RUN/WALK (For Charity) NETWORKING NIGHTS (Dinners or Mixers) TENNIS ROUND ROBINS SILENT AUCTIONS Corporations love to participate in significant public relations projects because they: 1) Position the company as issue conscience 2) Increase company name recognition 3) Give the company favorable press coverage. Why not take advantage of this fact and invite the corporate members in your council to sponsor or co-sponsor some of the activities highlighted above. 07/11/2005 29