Introducing New Membership Dues


 

Client
Professional Healthcare Association
Overview
From 2013 through 2015, the Gavilan team worked with a large professional healthcare association to test the interest in lower, joint membership dues in 13 states. The joint membership dues offer new members the opportunity to join both the national organization and their state organization for one low rate.
Research
Prior to the Gavilan’s team engagement, the organization had conducted extensive member research to test the lower joint membership dues idea, options for new benefits, messaging, and more. The results of this research influenced the roll-out of the lower dues test.
Strategy
The Gavilan team:

+ Delivered a comprehensive membership marketing plan that introduced the lower, joint membership dues.

+ Developed a membership brochure, direct mail letters, and email copy.

+ Developed a comprehensive social media strategy and provided both written and visual content for implementation.

+ Wrote newsletter articles that the 13 states could use to promote the new dues.

+ Created custom ad campaigns and more.

Result
After four week of meetings, research and writing, the Gavilan team delivered the plan to the association for implementation. Currently, the association is testing the marketing tools and messages recommended in the plan.
Client

Professional Healthcare Association

Overview

From 2013 through 2015, the Gavilan team worked with a large professional healthcare association to test the interest in lower, joint membership dues in 13 states. The joint membership dues offer new members the opportunity to join both the national organization and their state organization for one low rate.

Research

Prior to the Gavilan’s team engagement, the organization had conducted extensive member research to test the lower joint membership dues idea, options for new benefits, messaging, and more. The results of this research influenced the roll-out of the lower dues test.

Strategy

The Gavilan team:

+ Delivered a comprehensive membership marketing plan that introduced the lower, joint membership dues.

+ Developed a membership brochure, direct mail letters, and email copy.

+ Developed a comprehensive social media strategy and provided both written and visual content for implementation.

+ Wrote newsletter articles that the 13 states could use to promote the new dues.

+ Created custom ad campaigns and more.

Result

The lower dues test was successful and is now being introduced to additional states throughout the country. The Gavilan team continues to work with the client on the marketing effort.