AANP IMPACT Member Campaign

Title: Graphic Designer

Roles: Art direction, Branding, Graphic Design, Print Layout, and Email Campaign Design

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:

1. Make the renewal reminders noticeable with stronger messaging about why they should renew.

2. Create a guide to their membership that informs them of benefits they may not be aware of or are not utilising fully.

3. When new members join, give them something tangible that is impressive and makes a statement about the association they joined.

Membership came to Marketing to realise these goals. Working with the Head of Membership, I created a visual language for the entire membership system. I designed and produced a 24-page Membership IMPACT guide, a series of emails to introduce the campaign, and new membership cards and certificates for the new-member onboarding packet.

To get people's attention and make these IMPACT emails stand out, I created a band of graphic NP Super User characters to guide readers through the listed membership benefits. These characters could be used in future IMPACT materials, such as animated videos.

The IMPACT booklet became the centrepiece of an updated New Member packet, which included the member certificate and card, a letter from the president of the Association, and a premium padfolio, all in a branded mailer. 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.

Tools: InDesign, Photoshop, Illustrator