Harnessing the Power of Associations
Due to COVID-19, ASAE canceled its face-to-face 100th Annual Meeting & Exposition and transitioned it to a virtual experience. With this change, it was more important than ever to have a digital strategy in place. Social Driver designed a comprehensive and easy-to-navigate microsite to showcase the results of ASAE’s multi-year efforts. From the homepage to each of the 20 case studies, our team built a branded microsite with content that would allow users to view each case study at a glance and to seamlessly dive deeper.
But a website alone was not enough, they needed a way to drive their members to the microsite. Leveraging the Social Driver 5 C research methodology that explores channels, conversations, communities, competitors and peers, and content, we identified exactly where, when, and how to best engage their audiences to drive them to the microsite.
Capturing Association Impact
One of the most powerful tools we uncovered in our research was ASAE’s existing network of members, partners, and advocates. We knew if we could engage them to talk about the campaign, it would be successful. So Social Driver’s creative team developed a social media engagement toolkit that included sample copy for social media platforms, GIFs, and personalized graphics for each association featured in the compendium to share with their networks. Social Driver developed a graphic template versatile enough to fit variations in copy and logos, but still be visually engaging. Each graphic had its own export with multiple logos. Finally, we produced a short, eye-catching video explaining the influence association research has on improving society through protection, education, and workforce development. All creative assets were developed using similar branding elements to achieve a cohesive look and feel.