Associations need to launch new products and services to satisfy member needs and generate non-dues revenue. It’s critical that a holistic approach is used for the association product launch. I created a branding strategy and go-to-market plan, resulting in surpassing marketing key performance indicators (KPIs) by 27-58% within 3 months.
The Challenge
An association invested over $500,000 over several years on developing standards for a tech-enabled data product that members wanted, culminating in the launch of live business benchmarking, a first in the industry. The association needed to meet aggressive sales goals as well as educate users on how to use the data.
The Solution
A multichannel marketing campaign for the new product, launched in July 2022, was designed to generate buzz, gain early adopters, gather product feedback, and differentiate the product from its competitor.
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The Results
200,000 impressions across email and social media within three months generated 4,313 unique web page views and an average two minutes, 25 seconds time on page, representing a 223% increase in web traffic in two months. The second of two retargeting ad campaigns was tweaked based on member response, resulting in a 46% decrease in CPC for the paid ads and a 76% increase in click-through rate (1.28%, beating the industry average of 481%). Placement in the top 10 SERPs for several campaign search keywords within two months. A planned and targeted reduction in outbound emails of 62% in the third month increased web traffic by 1%, demonstrating a successful inbound marketing campaign.
Plan Highlights
- Messaging architecture to guide creation of all collateral and copy
- Marketing campaign touchpoints and tactics
- Environmental scan
- Competitor analysis and positioning
- Search engine optimization plan
- Pricing plan
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Contact me at cathylada@gmail.com