Case Study: Wallcovering Installers Association

Client: WIA

“I hope you are comfortable, because this is the part where I gush about how — after decades around this group — I get to say these assets are the most remarkable documents/sales pieces/education assets that we, as a group, have ever had. And “remarkable” does not do proper justice to your effort. 

I had to wistfully pause after reading the initial Max assets…to realize that for new prospects, this image will  be their impression of this organization–is beyond what we ever imagined.

It is as if you took an aging stage actress, drifting in her career, and with a little charm school polish, a few new head shots…you have revitalized everything to allow her to find that long misplaced true potential.”

~ Greg Laux

Challenge:
WIA’s membership will decrease 63% in eight years and they had no marketing efforts in place. They’ve given themselves a five year window to build a sustainable framework.

Our Solution:
We proposed full service Marketing Automation to help them bridge the retention gap with recruitment strategies. We implemented automated personalized lead funnels, defined personas, and organized lead scoring components to gain insight into the sales cycle and easily create landing pages and email assets to put out into the market. We studied real member’s profiles to determine a focused picture to center our content strategy around. We researched, strategized, and wrote eBooks, assets, and distributed across organic and paid channels.Screen Shot 2018-05-22 at 7.41.33 PM

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Results:
We created three assets each for two personas to drive leads through a sales funnel at each stage of the buyer’s journey. In 3 months we produced 50 leads, increased web traffic 27%,  and produced 12 blogs, daily social posts, and contests to drive community engagement.

Assets:
We determined a Max mid-level installer persona and a Nico new installer persona.

Max Persona:
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 Example Max Nurture Stage: Email + Landing Page + eBook
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Nico Persona:
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Example Nico Nurture Stage: Email + Landing Page + eBook
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We determined that we needed a wider net and set a budget. We decided Google Search and Instagram Ads were the best channels to focus our lead magnets on.
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We’ve  grown our audience organically 15% in 8 weeks with regular posts, engaging with our members, associate members, sharing contests, and like-audiences posts.
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We’re regularly posting blog content that we share and distribute across social weekly, while driving readers to lead magnets.
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Case Study: Arizona Society of CPAs

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The Arizona Society of Certified Public Accountants (ASCPA) is a leading professional organization of nearly 6,000 members with a mission to enhance the success of its members through continuing education, networking opportunities, and advocacy. The society and its members help strengthen the CPA profession by working together to better serve the public.

For Heidi Frei, Director of Marketing, and her team, email marketing took up a significat amount of time – time that could have been better spent serving their current members and attracting new members. With a large fraction of their marketing efforts happening through email, the society was at the mercy of the capabilities of their email platform. Certain challenges stood in their way of better communications: site security limiting work proccesses, an email editor that constantly broke the template without extensive HTML knowledge, and limited reporting options – were all at the top of the list. On top of their challenges, ASCPA was undergoing a brand refresh and needed their emails to reflect the new look and feel. ASCPA’s marketing team wanted the freedom to create visually appealing, mobile responsive emails, and the ability to conveniently work from anywhere without having to depend on a third party.

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How HighRoad Helped A 45,000-Member Association Win An Award For Digital Marketing

If you have been to an association technology conference, you have seen organizations get recognized for their innovation and execution when it comes to membership management and marketing.

Do you ever wonder what it takes to be recognized at an association industry conference?

We recently attended Personifest, the annual association technology conference hosted by top association management software maker, Personify. During the event, HighRoad client, the American Optometric Association (AOA), and their Director of Communications and Marketing, Dave Sherman, were given an award for their innovative digital marketing strategy.

The following article takes you behind the scenes of how the American Optometric Association implemented several key membership marketing technology platforms to achieve measurable results. You’ll learn the story of how AOA and HighRoad took lagging member engagement and turned into a marketing engine that keeps members and non-members engaged at every stage of their lifecycle.

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Newsrooms and Associations Have More in Common than you Might Think

A recent report conducted by Columbia University’s Tow Center for Digital Journalism shared insights from organizations aiming to grow by converting readers into members. While news organizations have long led the charge for creating waves with clickable headlines and newsworthy stories, what’s changed is their source of revenue through membership. So, now we are taking successful initiatives from journalists and applying them to associations.

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