case study

1st party data

rtb case studies

the opportunity

The International Facility Management Association (IFMA) is a not-for-profit organization with a membership of over 23,000 facility managers around the globe. They are the oldest, largest, and most widely recognized professional organization for facility managers. While they frequently meet their new member goals, they often see about the same amount of attrition. Maintaining membership through renewals, especially from younger/shorter-term members is an opportunity for IFMA to continue to grow its membership. IFMA had a dedicated budget for this opportunity but wanted to increase its effectiveness.

the goal

The goal was to efficiently maximize a limited budget in order to reach as many lapsed members as possible and see them renew. Since they hadn’t previously focused on lapsed membership specifically, IFMA was uncertain what to expect as a result.

digital marketing
challenges

the challenge

The majority of the renewal budget had already been dedicated to a direct mail campaign, so red thread brands needed to strategize the most efficient way to utilize the remaining budget. Unfortunately, less than a month after the campaign launched, the minimal budget we had to work with was cut due to the coronavirus outbreak.

the strategy

Since IFMA was using their internal mailing list of lapsed members, we had a great set of first-party data to utilize in an integrated campaign in order to boost the effectiveness of the direct mail. We developed a campaign to reach these lapsed members repeatedly throughout the course of the campaign, instead of only once with the direct mail piece. Our integrated campaign included:

direct mail

direct mail

email campaign

email campaign

social

paid social media

retargeted display

retargeted display

  • Direct mail

    direct mail

    The messaging was just as important to this campaign as the channels and tactics. The messaging and imagery needed to grab the member’s attention and maintain a friendly tone, while emphasizing the value that an IFMA membership brings to the individual. It was important that messaging reminded members of the benefits they may have not utilized since professional organization attrition comes early in memberships due to either forgetfulness or lack of benefit use.

  • paid social media

    The messaging was just as important to this campaign as the channels and tactics. The messaging and imagery needed to grab the member’s attention and maintain a friendly tone, while emphasizing the value that an IFMA membership brings to the individual. It was important that messaging reminded members of the benefits they may have not utilized since professional organization attrition comes early in memberships due to either forgetfulness or lack of benefit use.

    paid social
  • emails

    email campaign

    The messaging was just as important to this campaign as the channels and tactics. The messaging and imagery needed to grab the member’s attention and maintain a friendly tone, while emphasizing the value that an IFMA membership brings to the individual. It was important that messaging reminded members of the benefits they may have not utilized since professional organization attrition comes early in memberships due to either forgetfulness or lack of benefit use.

  • retargeting display

    The messaging was just as important to this campaign as the channels and tactics. The messaging and imagery needed to grab the member’s attention and maintain a friendly tone, while emphasizing the value that an IFMA membership brings to the individual. It was important that messaging reminded members of the benefits they may have not utilized since professional organization attrition comes early in memberships due to either forgetfulness or lack of benefit use.

    retarget
results

results

The campaign successfully integrated traditional and digital media to boost the overall results. Despite the short run of the digital campaign, we saw a 250%+ return on ad spend. The importance of multiple touchpoints within the campaign is apparent in an A/B test of the email component where one set of emails was sent to people who did not receive the direct mail.

For those former members who received the direct mail, we saw the email click rate more than double from approximately 12% to over 25% (average cross-industry email click rate is 2.5%).

ready to connect?