Campaign: World Affairs Membership

Client: World Affairs Council · Skills: Art Direction, Concept, EDM Development, · URL: http://www.worldaffairscounciljax.org/
Campaign: World Affairs Membership Campaign: World Affairs Membership Campaign: World Affairs Membership

World Affairs Council: Membership Campaign

The World Affairs Council presents lectures and events to engage the citizens of Northeast Florida and help them to become better participants in the global community. At Brunet-García, we had worked with World Affairs Council on a number of projects including their branding, website and various collateral projects. In 2009, World Affairs Council came to us for ideas to increase their membership and attract younger members. I led the creative team on the campaign and was responsible for the creative concept.

Target Market

  • Current members of the World Affairs Council (approx. age 55-64)
  • The Young Professional member segment
  • Those who are not currently members of the council but are interested in the economy and world affairs

Marketing Challenges & Objectives

  • Increase council membership by 8% to 10% by the end of the campaign period
  • Increase Young Professional memberships
  • Encourage current members to renew
  • Encourage members to refer others to join the Council

Positioning

Brunet-García created a targeted email and print ad campaign geared to Jacksonville professionals in their 20s to 40s. The campaign was peppered with enough youthful energy to attract a fresh batch of young professionals, taking the World Affairs Council from “stale and stodgy” to “fun and engaging” through our Share the Love messaging.

Tactics

  • Develop PR, community relations and social media programs with one-on-one outreach to key groups citywide
  • Launch a community education and outreach effort
  • Create and produce a comprehensive marketing program including ad campaign, monthly newsletter, email and website

Results

Enrollment and Awareness

  • 15% increase in memberships across all membership levels (100 new members)
  • Young Professional (Individual) Memberships increased from 13 to 43 (an increase of 231%)
  • Young Professional (Couple), a new category for the 2010 membership year, kicked off with 20 couple memberships
  • Young Professional (Corporate), also a new category for the 2010 membership year, kicked off with 46 memberships.
  • 19% Increase in Individual Memberships
  • 23% Increase in Patron level sponsors
  • Email click-thru rates: 11.1%
  • Email open rates: 36.46%
  • Email forwarding rates: 55%

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