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The NAADAC Story - How One Association Increased Membership by 48%
Meet your Presenters
Misti Storie
Director of Training and Professional Development
NAADAC, the Association for Addiction Professionals
Vivian Swertinski
Sr. Digital Marketing Strategist
Informz
NAADAC Success Story
48% increase in membership
72% increase in audience…in 12 months!
Challenges Faced
Free Falling Membership
Aging/Shifting Profession
Recession
Devaluing of Benefits Package
Outdated Communication
Methods
Stale data
The Informz Partnership
Database
Phone
Emails
Website
Upgraded and customized IMPak
Redesigned website and logo
Integrated the new website with
IMPAK
Switched from Mailchimp to
Informz which was integrated with
IMPak
Easy-to-use, advanced features
IMPak Integration – merge fields,
unsubscribes, bad addresses
Reports
Responsive Design
Customer Service
Template Design
Easy-to-use, advanced features
The Results
Membership highest in 7 years
New funding opportunities
New partnership opportunities
High customer satisfaction
More revenue overall
Non Members
Members
What’s Next? Keep the momentum going!
Make meaningful first impressions with
non member audience
Cultivate those relationships: turn non
members into members
Improve our relevancy and send more
targeted communications to all audiences
Before we strategize….we need to analyze
Core Goal – Increase and Improve communications
Detailed Examination of our Audience
Do we truly know who makes up the current member base?
What are the primary job functions?
How long have they worked in the addiction field?
Do they have similar work settings?
What motivates them to work in this field?
What educational requirements do they have?
Profile of NAADAC Members
Counselor
Wide variety of primary job functions
Different work settings
Wide range of Academic degrees
Years employed in addiction field
Primary Job Function
Good Information but….
Is it enough?
Create our Counselor Persona
What are they entrusted to do every day?
What is the work environment like?
Why do they choose to do this job?
What keeps them going?
What are their challenges/pain points?
Why do they become a member, what do they need?
Cathy Counselor
Cathy is an Addiction Professional working alternately in private
practice as well as at a treatment facility. She comes into contact
with patients that may exhibit addiction symptoms. She needs to be
able to recognize the signs of substance abuse and be equipped to
lead the diagnosis, recommend a treatment plan, as well as provide
clinical services.
She has personal experience with addiction and feels strongly about
helping others. The work can be very fast paced and stressful. Her
job requires continuous education certificates in order to maintain
her credentials and continue working in the field. Without employer
education assistance she must find free or low cost educational resources to make ends meet.
Personas help us make relevant connections
Subject Lines that resonate:
We help you help others
We love your work!
You make a difference, we’re here for you!
Content that makes a connection
Testimony of a NAADAC member’s journey from addiction
to recovery
Opportunity to increase relevancy with non members
Can we recognize Personas within our non member audience?
Not today…but we can change that!
Recommendation: Add Primary Job Function to the registration
forms. (standardized list of job titles)
Register
Weekly News
Decide
Opportunity to create great first impressions
Our next best opportunity is a new communication strategy
Register
Welcome
Weekly News
Nurture
Decide
Welcome and Nurture Campaign
New Contact
Welcome to the
NAADAC
community
Join the organization
Education
Certification
Advocacy
Workforce
Development
Conferences
Benefits of Membership
Non Members
Members
Automate and Measure Results
Automate welcome series to be a daily
recurring email
Personalize communications with knowledge
of Personas
Automate nurture communications based on
non member status and acquisition date
Measure results, make modifications as
needed
Summary – Keep moving forward!
Before we strategize…let’s analyze
Build Personas to understand target
audience
Identify data capture opportunities
Define the path the audience takes to
become a member
Identify gaps/opportunities to enhance
communications
The Informz Way - Don’t just send an email
Create an experience…
DevelopPersonas
Define the
Lifecycle
MapContent
AutomateCampaigns
MeasureEffectiveness
Thank you! Please stay in Touch…
Vivian Swertinski
Senior Digital Marketing Strategist
1.888.371.1842 x 151
