American Academy of Orthopaedic Surgeons
Membership Recruitment and Retention
The American Academy of Orthopaedic Surgeons (AAOS) engaged Springboard to boost member retention and acquisition. Specifically, we were asked to develop an overarching marketing strategy, theme, tagline, and identity for the 2023 membership marketing campaign.
The theme served as the strategic framework for the campaign, and the messaging uniquely engaged each member segment – based on the barriers and drivers in their persona.
The Goal: Convey the value of AAOS membership to each member type in a relevant, energized, personalized, and accessible way to support an increase in both member retention and recruitment.
As with all engagements, Springboard gained agreement on an elevating and differentiating brand position and unique brand promise that led to the theme: Fuel Your Passion
The following tactics were developed to target the seven audiences identified:
- Member onboarding kits and special campaign envelope
- Print advertising
- Digital display advertising
- Social media post visuals
- Membership landing page
- Membership newsletter
Examples of our work together included the following:
On Boarding Kit
Membership Campaign Landing Page
Sample Print Ad
Sample Display Ad
The campaign rolled out with very positive feedback regarding the creative and messaging.
Please contact Springboard to learn more about how this campaign resonated with AAOS members and how
it moved the needle for membership.