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Case Studies

Case Studies

nefma.org

Challenge

Move an association membership website from the Your Membership platform to WordPress, increasing visual appeal, visitor engagement and user friendliness.

Client needs:

This site was for a marketing association, so it had to look amazing while still delivering an exceptional experience for members and prospective members. The association needed to be able to sell memberships, event tickets and sponsorships through the site and provide a “Members Only” area with log in to access premium content and information. An online membership directory was also needed.

Our plan

General Visuals:

ADS wanted to deliver a gorgeous site that focused on the people of the organization and the sense of community that the association offers for their members. Without an extensive catalog of high-quality images from association events, we relied on stock photography for static banners and looked to channel the fun, energy and collaborative nature of the group. We reflected a color scheme of blue and orange throughout the site balancing the blues of the association logo with a contrasting color for visual interest.

Focus on People:

An association is made up of people – yet the former site was very text heavy with tiny photos of board members. ADS made people a priority with the new site design, acquiring more professional headshots from leadership and breaking them out of their tiny little boxes.

Action Items:

ADS used action phrases, such as “Join,” “Learn,” “Connect,” and “Sponsor” to keep the focus on visitor actions instead of focusing on the association first. We kept the focus on what the association had to offer visitors – members, prospective members, sponsors and partners.

Connections are Key:

Throughout the site, ADS included ways for visitors to connect with leadership, fellow members and vendors. We included social media links whenever possible for individuals, vendors and partners and we partnered with Friends2Follow to provide social feeds for the association and their Premier Partners on the home page. The association had not produced a directory in some time, so ADS created both an online and print version and took the time to collect updated information for every member and company logos for all member institutions.

All In One Solution:

The former site was clunky on the backend and bare bones on the front. Thanks to WordPress plugins like Event Espresso, WooCommerce and BuddyPress, we were able to offer a beautiful site that still offered all the elements needed in one place – event management, a member directory, a members only section and eCommerce.

Statewide Contractors Association – Management Services

Overview

In 2018, ADS was tapped by a state chapter of a national construction association to take over the management of the group including administration, finance, sales, marketing, membership, web development, event planning and execution, social media management and communications. We executed a website redesign in the first year as well.

Three years later, the organization is extremely healthy with a growing member roster, very profitable, well-attended and well-supported events and new initiatives aimed at bringing in new members, volunteers and sponsors.

The Goals

ADS quickly saw potential for growth in membership and dues and non-dues revenue. While the association had a long history with a core group of loyal supporters, new members were needed to sustain the group. Events were getting stale and attendance was dropping.

Our main objectives were:

  • To reinvigorate association events with fun while still providing education, training and value and to re-evaluate event venues, speakers and objectives
  • To elevate marketing with integrated email, website and social media campaigns and professional graphics, collateral, photography and event production
  • To work one-on-one with members, sponsors, vendors and partners to understand their needs and to help promote their businesses through the organization
  • To totally revamp the association website, add ecommerce options and event management

The Outcome

Number of Members

Up 88% in three years

Social Media:

750

Grew Facebook Followers

from 0 to 750

200

Grew LinkedIn Followers

from 21 to 200

Revenue:

Annual Membership Income

Up 50%

Annual Meeting Net Revenue

Doubled

Annual Charity Auction Revenue

Doubled

Involvement:

Attendance at All Key Events

At Least Doubled