The NAADAC Story - How One Association
Increased Membership by 48%
Meet your Presenters
Misti Storie
Director of Training and Professional Development
NAADAC, the Association for Addicti...
NAADAC Success Story
48% increase in membership
72% increase in audience
…in 12 months!
Challenges Faced
Free Falling Membership
Aging/Shifting Profession
Recession
Devaluing of Benefits Package
Outdated C...
The Informz Partnership
Website
Phone
Emails
Database
Upgraded and customized IMPak
Redesigned website and logo
Int...
Easy-to-use, advanced features
IMPak Integration – merge fields,
unsubscribes, bad addresses
Reports
Responsive Design...
Easy-to-use, advanced features
The Results
Membership highest in 7 years
New funding opportunities
New partnership opportunities
High customer satisf...
What’s Next? Keep the momentum going!
Non
Members
Members
Make meaningful first impressions with
non member audience ...
Before we strategize….we need to analyze
 Core Goal – Increase and Improve communications
Detailed Examination of our Audience
Do we truly know who makes up the current member base?
What are the primary job fun...
Profile of NAADAC Members
Counselor
Wide variety of primary job functions
Different work settings
Wide range of Academ...
Good Information but….
Is it enough?
Create our Counselor Persona
What are they entrusted to do every day?
What is the work environment like?
Why do they ch...
Cathy Counselor
Cathy is an Addiction Professional working alternately in private
practice as well as at a treatment fac...
Personas help us make relevant connections
Subject Lines that resonate:
We help you help others
We love your work!
...
Opportunity to increase relevancy with non
members
Can we recognize Personas within our non member audience?
Not today…...
Opportunity to create great first impressions
Register
Weekly
News
Decide
Our next best opportunity is a new
communication strategy
Register
Welcome
Weekly
News
Decide
Nurture
Welcome and Nurture Campaign
New Contact
Welcome to the
NAADAC
community
Join the
organization
Education
Certifica...
Automate and Measure Results
Non
Members
Members
Automate welcome series to be a daily
recurring email
Personalize c...
Summary – Keep moving forward!
 Before we strategize…let’s analyze
 Build Personas to understand target
audience
 I...
The Informz Way - Don’t just send an email
Create an experience…
Develop
Personas
Define
the
Lifecycle
Map
Content...
Thank you! Please stay in Touch…
Vivian Swertinski
Senior Digital Marketing Strategist
Swertinski@informz.com
1.888.37...
How to Attract, Nurture, and Retain Members with Strategic Communications
How to Attract, Nurture, and Retain Members with Strategic Communications
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How to Attract, Nurture, and Retain Members with Strategic Communications

NAADAC, the Association for Addiction Professionals, was facing free-falling membership, outdated communications methods, and low confidence in their data. Learn how NAADAC turned things around in less than a year’s time. After upgrading their email service provider and association management system and revitalizing their communications strategy, membership increased by almost 50%. Expect to learn how NAADAC: • Upgraded and integrated systems to strengthen membership efforts • Developed email newsletters that are now major membership recruitment tools • Intends to nurture new members and ensure renewals with marketing automation
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - How to Attract, Nurture, and Retain Members with Strategic Communications

  • 1. The NAADAC Story - How One Association Increased Membership by 48%
  • 2. Meet your Presenters Misti Storie Director of Training and Professional Development NAADAC, the Association for Addiction Professionals Vivian Swertinski Sr. Digital Marketing Strategist Informz
  • 3. NAADAC Success Story 48% increase in membership 72% increase in audience …in 12 months!
  • 4. Challenges Faced Free Falling Membership Aging/Shifting Profession Recession Devaluing of Benefits Package Outdated Communication Methods Stale data
  • 5. The Informz Partnership Website Phone Emails Database Upgraded and customized IMPak Redesigned website and logo Integrated the new website with IMPAK Switched from Mailchimp to Informz which was integrated with IMPak
  • 6. Easy-to-use, advanced features IMPak Integration – merge fields, unsubscribes, bad addresses Reports Responsive Design Customer Service Template Design
  • 7. Easy-to-use, advanced features
  • 8. The Results Membership highest in 7 years New funding opportunities New partnership opportunities High customer satisfaction More revenue overall
  • 9. What’s Next? Keep the momentum going! Non Members Members Make meaningful first impressions with non member audience Cultivate those relationships: turn non members into members Improve our relevancy and send more targeted communications to all audiences
  • 10. Before we strategize….we need to analyze  Core Goal – Increase and Improve communications
  • 11. Detailed Examination of our Audience Do we truly know who makes up the current member base? What are the primary job functions? How long have they worked in the addiction field? Do they have similar work settings? What motivates them to work in this field? What educational requirements do they have?
  • 12. Profile of NAADAC Members Counselor Wide variety of primary job functions Different work settings Wide range of Academic degrees Years employed in addiction field Primary Job Function
  • 13. Good Information but…. Is it enough?
  • 14. Create our Counselor Persona What are they entrusted to do every day? What is the work environment like? Why do they choose to do this job? What keeps them going? What are their challenges/pain points? Why do they become a member, what do they need?
  • 15. Cathy Counselor Cathy is an Addiction Professional working alternately in private practice as well as at a treatment facility. She comes into contact with patients that may exhibit addiction symptoms. She needs to be able to recognize the signs of substance abuse and be equipped to lead the diagnosis, recommend a treatment plan, as well as provide clinical services. She has personal experience with addiction and feels strongly about helping others. The work can be very fast paced and stressful. Her job requires continuous education certificates in order to maintain her credentials and continue working in the field. Without employer education assistance she must find free or low cost educational resources to make ends meet.
  • 16. Personas help us make relevant connections Subject Lines that resonate: We help you help others We love your work!  You make a difference, we’re here for you!  Content that makes a connection  Testimony of a NAADAC member’s journey from addiction to recovery
  • 17. Opportunity to increase relevancy with non members Can we recognize Personas within our non member audience? Not today…but we can change that! Recommendation: Add Primary Job Function to the registration forms. (standardized list of job titles)
  • 18. Opportunity to create great first impressions Register Weekly News Decide
  • 19. Our next best opportunity is a new communication strategy Register Welcome Weekly News Decide Nurture
  • 20. Welcome and Nurture Campaign New Contact Welcome to the NAADAC community Join the organization Education Certification Advocacy Workforce Development Conferences Benefits of Membership
  • 21. Automate and Measure Results Non Members Members Automate welcome series to be a daily recurring email Personalize communications with knowledge of Personas Automate nurture communications based on non member status and acquisition date Measure results, make modifications as needed
  • 22. Summary – Keep moving forward!  Before we strategize…let’s analyze  Build Personas to understand target audience  Identify data capture opportunities  Define the path the audience takes to become a member  Identify gaps/opportunities to enhance communications
  • 23. The Informz Way - Don’t just send an email Create an experience… Develop Personas Define the Lifecycle Map Content Measure Effectiveness Automate Campaigns
  • 24. Thank you! Please stay in Touch… Vivian Swertinski Senior Digital Marketing Strategist Swertinski@informz.com 1.888.371.1842 x 151

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