50%
decrease in cost per new member
Project Details
Campaign Type: Membership
Nexus Solutions Used: Campaign Planning and Execution, Data Insights and Management, Production Management, Messaging and Creative
Building Membership In The Veteran Space
The U.S. Naval Institute provides an independent forum for those who dare to read, think, speak, and write to advance the professional, literary, and scientific understanding of sea power and other issues critical to global security.
Challenge
Strengthen the acquisition efforts of a highly specialized and technical military policy organization by increasing response to acquisition while driving down overall cost per new member.
Solution
Given the narrow universe of potential members, Nexus Direct redesigned the member journey to reduce points of friction and implemented an integrated omni-channel approach to increase response while remaining cost effective. The new digital channels reached members where they were comfortable and resulted in a 100 percent increase in results.
Execution
Through a thorough analysis of past results and a creative audit, we built an omni-channel campaign that was driven by data and guided by creativity. We continue to test and refine as the program moves forward. We’re are now integrating these approaches within the entire member journey – from on-boarding to retention.
Working with Nexus Direct is a real pleasure. They are true professionals! They understand the importance of testing and utilizing different marketing channels, and as a result, brought in record results for our direct mail campaigns.
– E.V.P., Membership Marketing, U.S. Naval Institute