A brand campaign designed to increase awareness, perceived value of a membership, with a key objective of boosting engagement, satisfaction and retention.
Background
How to use creativity to engage with members?
International Association of Amusement Parks and Attractions (IAAPA) is a trade association representing over 9,000 amusement-industry members in more than 100 countries worldwide and operating several global attractions-industry trade shows.
Like many other trade associations, one of its objectives is to build familiarity of membership benefits and engage with members.
Approach
Heading brand campaigns for the EMEA region, working with a creative agency, I planned and implemented a three month member engagement campaign. The core messaging hook centred around ‘benefits F.O.M.O’ – reframing an established phrase that generates an emotional reaction. Combined with a bold imagery and distinctive brand colours.
- The campaign ran across social media and emails.
- It stood out by moving away from business as usual association-centred message.
- CTA differed between generic view benefits to drivers to specific benefits.
- F.O.M.O. was reframed based on key aspects of membership benefit pillars:
- F for Fuel – IAAPA events
- O for Opportunity – IAAPA expos and networking
- M for Mastery – IAAPA education
- O for Outlook – IAAPA news and publications
