Strategy

National Association of Manufacturers

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Project description

Lead Generation for Member Acquisition

The National Association of Manufacturers is a large, influential organization with resources in four core areas: advocacy, workforce solutions, legal action, and operational excellence. They asked us to help promote their offerings and increase membership. The challenge was that potential members—manufacturers in the U.S.—weren’t necessarily aware of just how much the NAM offers.

Our strategy included storytelling and real-world examples to drive home exactly how manufacturers benefit by joining the NAM. We developed the tagline “Who Knew?” to emphasize the staggering amount of resources available from this one entity. It signifies, “Who really knew how much the NAM does for manufacturers and the manufacturing industry in the U.S.?”

To drive this message home to potential new members, we launched a content marketing campaign using social ads, prepopulated lead generation forms on social media, and email automation. We used the NAM’s existing content to entice users to opt-in to additional communications, including an informative newsletter.

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