Case Study: Wallcovering Installers Association

Client: WIA

WIA is an international trade association for wallcovering installation professionals. There are some wallcovering and interior design competitors, but not many specific to installation. They have a small staff with no marketing support. The board had determined they have a 3% organic growth year over year. Nearly half, or 45% of their members are retiring in the next decade. They have no content or thought leadership out in the market and no lead generation or recruitment strategy. They’ve given themselves a five year window to build a sustainable framework.

Our Solution:
We proposed full service Marketing Automation to help them build a sustainable framework to 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 members LinkedIn profiles to determine a focused picture of personas to center our content strategy around. We researched, strategized, and wrote eBooks, assets, and implemented creative briefs to create lead magnets for our audience.

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With no benchmarks and no content to speak of we created three assets each for two personas to drive leads through a sales funnel at each stage of the buyer’s journey. In under 8 weeks we’ve produced nearly 40 leads and produced supplemental blogs, social posts, and contests to continue to drive the lead funnel engine.

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

Max Persona:
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Nico Persona:
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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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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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Trust Down, Peer Influence Abounds

In a survey of 30,000 consumers spawning 28 global markets, according to a HubSpot webinar on social media trends conducted earlier this year, consumer trust in authority is at historical lows. Additionally, traditional media is at an all time low in 17 countries according to a 2017 Trust Barometer. But we don’t need these global statistics to tell us declining trust is a major event; as it has been going on for some time. We do want to take away is what this means for brands and specifically for global, national, and regional associations trying to get their message across the divide.

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Branding, Social Media & What it Takes to Launch a Product

Occupying a rustic city block in the promising Norfolk, Virginia area is a sprawling 35,000 square foot warehouse where O’Connor Brewing Company produces the number one six-pack sold in Virginia. There we meet Kevin and Penny O’Connor, the two founders: one a visionary and the other the marketing mastermind. Next to them sit their right- and left-hand men, Hannah Serrano, and a young and talented graphic designer (whose name escapes me, but art doesn’t).

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