STF

Questions for the Candidates - CMM and Recruitment

Posted March 10, 2021, 12:37 p.m. by Vice Admiral Daniel Lerner (Presidential Candidate) (Daniel Lerner)

Posted by Adam W. in Questions for the Candidates - CMM and Recruitment

Posted by Vice Admiral Daniel Lerner (Presidential Candidate) in Questions for the Candidates - CMM and Recruitment

Posted by Adam W. in Questions for the Candidates - CMM and Recruitment
This is a question for Daniel based on his recent headquarters post. In that post, you stated the following:

“The CMM’s impact on the club’s overall health cannot be overstated. For example, during a multi-month period when CMM wasn’t actively marketing, the club’s new membership numbers significantly dropped and the Personnel Department was raising concerns the club’s current membership may not be sustainable.”

Are you referring to the drop in new membership numbers in January 2021? I looked back at your reports this term and how members found us did not, in my assessment, vary in any significant way at any point during this term. Is there a reason to think that any recent higher new membership numbers were caused by active marketing?

My assumption is that a less-actively-marketing CMM had nothing at all to do with the drop in new membership numbers that you are referring to. But perhaps you can explain why that assumption is incorrect.

Adam W.

No, I’m not referring to January 2021 :). As indicated in my most recent PDept report, January 2021 appears to most likely just be an anomalous month.

The reference in our platform post is the period that begins in approximately May 2019 and ends around October/November 2019 (with July 2019 being an off-month in that period). This led to a somewhat intense discussion in Command at the time (I think you were part of that? But I would have to double check that discussion.) It has been referred to in some of my PDept DMs as “the bad times”.

Daniel

Daniel and Nathan: STF Rock n Roll!

Ah, okay. I looked back and you’re right, I had commented in that discussion about how we had no one posting on Facebook at the time.

I still have one question I didn’t see an answer to that I’ll now rephrase. Is there a reason to think higher new membership numbers before May 2019 were caused by active marketing from the CMM? The big difference as I’m seeing glancing at the numbers is how many people joined by referrals. Nov. ‘18 to Mar. ‘19 we had 11 people join by referral. Apr. ‘19 to Oct. ‘19 we had 3.

I completely agree that the CMM can have a great impact on the club’s health. I just don’t see any reason to think that our marketing person has tended to have a significant positive or negative impact on the amount of new members we have. If I’m wrong I’d like to understand why you think they have.

Adam W.

During the 2019 drop, and after the command discussion, it was discovered the CMM team at the time had received a direction (unknown to TECH or the cabinet) to cease all marketing. The numbers went up not too long after that direction was rescinded and ramped up efforts began.

This doesn’t necessarily mean causation, but it’s certainly a very interesting correlation. In fact, it remains my best explanation of what happened in 2019. Enough that I stand by my belief of the importance CMM can play in the health of the club.

Daniel


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