Case Study: Go-to-Market Plan for a New Association Product

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 to launch the products/services. I created a brand messaging architecture 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 and branding campaign for the new product, launched in July 2022, to generate buzz, gain early adopters, gather product feedback, and differentiate the product from its competitor. 

Scroll down to see a photo gallery highlighting this plan. 

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 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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