Guest Author: Tim Ebner, Associations Now
Digital marketing tools make it easier to test out a member recruitment campaign in real time. At the American Optometric Association, piloting several marketing tactics with chapters first helped inform a national campaign targeted to young prospects.
When it comes to new-member recruitment, a little bit of testing and tinkering can go a long way to a successful outcome.
At the American Optometric Association, a piloted approach with chapters pointed the way to a successful national member recruitment campaign to reach more young people. The test-drive let AOA monitor the response to all aspects of the campaign, from its call to action to its creative touches, before rolling it out nationally last year.
“Of the young nonmember audience that we specifically targeted, we converted many prospects both in the pilot and national campaign,” says Vinnie Schneider, a brand manager at Dovetail, a marketing agency that worked alongside AOA. “We felt really good about the results, and we heard anecdotally that we were telling a story that resonated deeply.”