CASE STUDY: AANP IMPACT Member Campaign
AANP IMPACT Membership Campaign
roles: art direction, brand management, graphic design, print layout, and email design
software/tools: InDesign, Illustrator, Photoshop
The Problem
The Association's membership was stagnating with fewer and fewer renewals. The Head of Membership wanted to reverse this trend and set out a few objectives for the new campaign:
Make the renewal reminders more noticeable by strengthening the messaging about why they should renew.
Create a guide to their membership, which could inform them of benefits they may not be aware of or are not utilising fully.
Give new members something tangible when they join that is impressive and makes a statement about the association they joined.
The Solution
Membership came to marketing to realise these goals. Working with the Head of Membership, I created a visual language for the entire membership system - designed and produced a 24-page Membership IMPACT guide, an email campaign with visually rich designs, and new membership cards and certificates.
To get people's attention and make these IMPACT emails stand out, I created a band of graphic 'NP Characters' as guides through the various membership benefits listed. These characters can be used in future IMPACT materials, such as animated videos.
The Result
The IMPACT system has just begun implementation, so its long-term results are yet to be determined. The Head of Membership, as well as the Association's leadership, loved the new membership materials and said they exceeded her expectations.
