National Fire Protection Association
Launching a newly-designed membership to reach new audiences
AIMING FOR A MORE TARGETED APPROACH
NFPA Membership provides their customers with access to many benefits, including the latest industry news and a direct line to technical experts in a wide variety of fields. It’s a compelling offering that a needed fresh, cost-effective strategy to boost sagging sales and deliver more site registrations and membership purchases.
FISH WHERE THE FISH ARE
Over a three-month campaign in 2018 and a two month campaign in 2019, Forge’s highly targeted digital campaign utilized select channels that delivered both efficiency and the ability to increasingly narrow in on NFPA’s multiple audience segments.
A SIMPLE PLAN
Designing a straightforward and effective path to purchase ensured every lead had maximum chance of conversion.
A MESSAGE OF SHARED EXPERIENCE
NFPA Membership is more about people than products. The big draw is the ability to meet and collaborate with peers around the world. Forge’s creative messaging highlighted this benefit of connection, taking on a tone of inclusion and camaraderie.
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CONSISTENCY IS KEY
To extend the experience of the brand throughout the membership path to purchase, Forge designed a new welcome kit be sent to new members, outlining the benefits of membership and welcoming them to the larger NFPA community.
NFPA FOUND THE SUCCESS THEY SIGNED UP FOR
Success for the NFPA membership campaign means efficiently driving sales for the new tiered membership offering. By leveraging cost-effective digital channels, we were able to achieve significant measurable programmatic display results for the 2018-1019 campaign.
