FINDING GROWTH WHERE YOU LEAST EXPECT IT

Problem
 

A local membership organization wanted to retain existing members and appeal to new ones during their spring campaign but were struggling with how to market to them. Their assumption was that people purchased a membership out of convenience and proximity to their physical location.

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Analysis
 

We analyzed past membership sign-ups by where they lived in proximity to the organization. We then compared them to response data from past mailers. The data told a different story: households in nearby neighborhoods were not converting at expected rates. Suburban households, those further away, but with more families and disposable income were far more likely to respond.

Additionally, we segmented members by the frequency of visits to understand what may be valuable to different types of members. We found that there were generally two types of customers: 1) Occasional Visitors who were loyal, but only came a few times a year and 2) Enthusiastic Supporters who came more often and attended special events.

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Action
 

The campaign strategy was adjusted to lean heavily into suburban outreach. The mailing list was reprioritized to focus on high-potential suburban ZIP codes. A calendar-focused creative was emphasized in both print and digital ads to appeal to those more enticed by the events. The organization also incorporated a list of prior event attendees who had not yet become members, targeting them with tailored messaging.

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Result
 

The campaign exceeded expectations, delivering a record year in both new member growth as well as retention of existing members. By focusing efforts on the right audience segment, the organization maximized their marketing dollars and created a clear playbook for future acquisition campaigns.

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Lesson / Application
 

Many businesses and member organizations assume proximity equals interest. The real growth opportunity often lies in uncovering which customer segments actually respond. Sometimes the best prospects are not the closest, but the ones with the strongest fit for your value.