Portfolio
SHRM MEMBERSHIP
MEMBER CENTER
With a focus on UX, the SHRM member center was completely reimagined. Clearly and cleanly articulating the SHRM value proposition, the new site makes it easy for visitors to explore the benefits of membership and choose the membership type best suited to their needs. With a strong CTA to join or renew the revised member center has increased engagement and conversions.
​
SHRM19
MARKETING STRATEGY & EXECUTION
SHRM’s Annual Conference & Exposition is the pinnacle event for the HR industry driving a significant percentage of SHRM’s annual revenue. Marketing planning begins 14 -16 months in advance of the conference starting with a creative brief that drives the look and feel of the entire campaign. Once the brief is approved, the message map is created and is used as the framework for all communications for each audience segment. A multi-channel marketing strategy launches at the close of the previous year’s conference. In 2019, registration figures and revenue were the highest grossing in SHRM history.
​
SHRM WINBACK CAMPAIGN
LAPSED MEMBERS
When a member moves into the dreaded lapsed category they are transferred into a winback campaign. The campaign consists of automated emails, digital, social and direct mail that encourages engagement, focusing on what they are missing out on by no longer having access to SHRM member benefits. Cutting through the clutter and standing out is paramount to the success of these campaigns. Below is an example of a winback campaign and the assets created.
​​
SHRM CUSTOMER ACQUISITION
VALUE OF MEMBERSHIP
Showcasing and proving the value of membership to prospective members is essential in getting them to pull the trigger on joining. It’s through a multi-pronged marketing strategy of digital, social, direct mail, and email that new members are acquired. Prospects enter the acquisition funnel through several touchpoints: visiting shrm.org, purchasing SHRM products, downloading lead gen content, attending webinars, list rentals…etc. Depending on their entry point they are served automated campaigns with content relevant to their interests. Below are examples of various acquisition campaigns.
​
Value of Membership Landing Page
Value of Membership Direct Mail
SHRM Member Testimonials
Lead Gen Download (prospects are driven to this page from digital ads on SHRM.org and through paid channels.)
ATD PRODUCT MARKETING
CUSTOMER CENTRIC APPROACH
Making the decision to take time out of your busy work schedule and spend money on professional development can be daunting. Conferences, seminars, webinars—professional development— while enriching, are work. You only get out of them what you put in. To that end, taking a customer-centric approach in promoting these opportunities is critical. Potential registrants must see the WIIFM (what’s in it for me), if they don’t, they will not register. Below are examples of customer-centric marketing materials promoting ATD professional development.
​
