Developed and executed a membership acquisition campaign designed to attract members from the smaller-sized convenience store operator segment (5 to 50 stores). The target companies included former members and never members. This segment can be hard to attract and retain due to a perception that NACS is designed mainly to serve larger companies. The segment can also be hard to reach due having limited prospect contact information in the internal CRM database and exacerbated by increased industry consolidation through mergers and acquisitions.
Developed a cost-effective campaign designed to reach prospects through several channels in order to catch their attention. Campaign messaging was also developed using previous membership research. One key messaging goal was to overcome potential objections held by this target group which were previously revealed in a terminated membership research study. For example, NACS is “only for the big guys,” which included a perceived lack of benefits for smaller-sized operators and a desire for more training and education resources. In order to inspire immediate action, prospects were encouraged to join before the end of the year to take advantage of 2019 membership rates which were set to increase in January 2020.
Segmented prospects lists into 3 distinct groups based on familiarity with NACS; never members, former members still receiving newsletter, and former members not receiving newsletter. Campaign messaging was customized for each of the three groups. The channels utilized for this campaign were, automated email, print, and paid social media (Facebook and LinkedIn).
Total revenue of members acquired based on customer lifetime value.
Return on investment based on amount spent and LTV of members.
Number of companies that joined directly from campaign.
