The Institute of Packaging Professionals (IoPP) engaged Kellen to help overcome challenges related to its membership base and revenue sources. While the Board of Directors was looking for ways to generate additional revenue outside of member dues, they also required a strategy to re-engage those questioning the benefits of maintaining their membership within the organization.
Kellen and the IoPP Board decided that the organization should capitalize on its members’ subject matter expertise and emphasize education foremost in its mission. Kellen helped develop a tiered membership model to maximize revenue and increase participation in IoPP’s educational programming. We also created a zero-cost affiliate level to engage nonmembers and provide basic benefits, including newsletters and marketing promotions. Existing programs were revised to function effectively within the tiered membership model, and new educational programs and products were developed, including frequent standard and premium webinars, e-learning courses, in-person education training, and an online bookstore. Kellen also expanded IoPP’s Certified Packaging Professional program internationally with successful roll outs in Australia and New Zealand.