American Academy of Orthopaedic Surgeons
Energizing Membership Growth Through Strategic Messaging
Since launching the Fuel Your Passion campaign, the AAOS Membership Acquisition team has seen the most applications for membership submitted since 2018, and subsequently the AAOS Retention Team has seen an increase in Active Fellow Membership (our core membership group) for the first time since 2017.
– Amber P. Simpson
Director, AAOS Member Experience
Overview
The American Academy of Orthopaedic Surgeons (AAOS), one of the world’s leading organizations representing orthopaedic surgeons, engaged Springboard to strengthen both member recruitment and retention.
AAOS leadership recognized that communicating the value of membership had become more complex. Surgeons across different career stages had varying motivations, expectations, and barriers when considering membership. To address this challenge, AAOS asked Springboard to develop an integrated membership marketing strategy capable of engaging multiple audiences while reinforcing a single, compelling narrative about the value of the Academy.
Springboard partnered with AAOS to create a strategic campaign that would energize the organization’s message, connect with distinct member personas, and support measurable membership growth.
The Challenge
AAOS needed to reinvigorate its membership messaging in order to address several evolving challenges.
First, the organization needed a stronger, more unified way to communicate the value of membership to a diverse set of surgeons at different career stages.
Second, recruitment and retention efforts required messaging that acknowledged the unique motivations and concerns of each member segment while still reinforcing the broader mission of the Academy.
Finally, AAOS wanted a campaign that would feel both relevant and inspiring. The organization needed to move beyond transactional messaging and connect with orthopaedic surgeons on a deeper level by reinforcing the passion that drives their commitment to patient care and professional advancement.
Objectives
Springboard’s engagement focused on four strategic objectives:
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Develop a unifying campaign theme that could anchor all membership communications.
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Create targeted messaging tailored to the specific motivations and barriers of key member segments.
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Deliver an integrated campaign that could reach members across multiple channels.
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Strengthen both recruitment and retention by clearly communicating the value of AAOS membership.
Springboard’s Approach
Springboard began by working with AAOS leadership to establish a differentiated brand position and a clear membership value promise. From this strategic foundation emerged the campaign theme:
Fuel Your Passion
The theme captured the core emotional driver behind orthopaedic practice. For many surgeons, their work is not simply a profession but a lifelong commitment to advancing patient care and clinical excellence.
By framing membership as a catalyst that fuels that passion, the campaign elevated AAOS from a professional organization to a partner in each surgeon’s professional journey.
Persona-Based Messaging
Springboard developed messaging tailored to seven distinct audience segments within the orthopaedic community. Each segment received communications designed to address its unique motivations, professional challenges, and career goals.
This persona-driven approach ensured that messaging remained relevant and personalized while reinforcing the overarching campaign theme.
Integrated Campaign Execution
To bring the campaign to life, Springboard developed a coordinated suite of marketing tactics designed to engage members across multiple channels.
Campaign assets included:
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Member onboarding kits and special campaign envelopes
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Print advertising
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Digital display advertising
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Social media creative
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Membership campaign landing pages
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Membership newsletters and communications
Each touchpoint reinforced the Fuel Your Passion theme while highlighting the tangible and emotional benefits of AAOS membership.
Additional examples of our work together included the following:
On Boarding Kit
Membership Campaign Landing Page
Sample Print Ad
Sample Display Ad
Outcome
The campaign generated strong engagement across the AAOS membership community and produced measurable results.
According to AAOS leadership:
“Since launching the Fuel Your Passion campaign, the AAOS Membership Acquisition team has seen the most applications for membership submitted since 2018, and subsequently the AAOS Retention Team has seen an increase in Active Fellow Membership (our core membership group) for the first time since 2017.”
— Amber P. Simpson
Director, AAOS Member Experience
Director, AAOS Member Experience
In addition to improved membership performance, the campaign received highly positive feedback from members regarding both the creative approach and the clarity of messaging.
Why It Matters
Professional associations compete not only with other organizations but also with the growing demands on their members’ time and attention.
AAOS’s experience demonstrates that membership growth often depends on more than marketing activity. It requires a clear narrative that connects emotionally with members while reinforcing the tangible value of participation.
By aligning strategy, messaging, and creative execution around a powerful theme, Springboard helped AAOS transform how it communicates membership value and strengthen engagement across its professional community.
Explore What’s Possible
If your organization is seeking new ways to strengthen membership growth, engagement, or brand relevance, Springboard helps associations:
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Clarify their membership value proposition
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Develop strategic messaging frameworks
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Launch integrated campaigns that inspire participation and growth