Professional Trade Association

Problem
This professional trade association's membership had been trending downward for a number of years. Member acquisition efforts had not been sufficient to offset this attrition rate.

Approach
It was necessary to determine the root causes of attrition and to have members and former members articulate their expectations for association membership. Primary research was conducted to identify those issues. Based on this learning, appropriate marketing programs were developed to grow the organization's membership.

Result
Membership decline has been reversed through the development and introduction of a new series of on-line products including:
• On-line learning tools
• Professional certifications