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Abigail Conlon

By: Abigail Conlon on August 2nd, 2017

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On-Demand Webinar: Evolving Your Marketing Technology Stack to Drive Business Results – Personify

Email Marketing | Personas | Marketing Automation | Personalization | best practices | content marketing

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Did you miss out on last week’s webinar? Check out this recap of “Evolving Your Marketing Technology Stack to Drive Business Results – Personify”. Suzanne Carawan, HighRoad Solution, and Dave Sherman, American Optometric Association, walked through a case study of AOA’s journey to marketing bliss by taking initiative in the digital marketing world to generate revenue in their own organization!


Key Points of Discussion:

Top Initiatives in the Association Industry

  1. Personalization: right message; right person; right time
  2. Automation: less labor-intensive processes; shift focus to customer experience
  3. Transformation: Re-evaluate; re-configure; re-imagine

Association in Transformation: About The American Optometric Association

The American Optometric Association “is the leading authority on quality care and an advocate for our nation's health, representing more than 44,000 doctors of optometry (O.D.), optometric professionals and optometry students”. Focused on advocacy, education, and career networking, AOA has a vision for digital transformation. Some challenges that AOA has faced while embarking on their digital transformation include member engagement, email opt out, reporting, tracking results, resources, and non-dues revenue.

AOA’s Steps to Success:

  1. Platform switch: Move from Blue Hornet to Adestra MessageFocus

  2. EPC: Email Preference Center
    • Help with opt-outs
    • Build knowledge base of members
    • Ability for personalization and persona creation
    • Better understanding of member wants and needs

  3. ICE: Intelligent Contextual Email: new weekly email newsletter hyper-personalized based on member profile and behavior
    • Member email preference
    • Content articles directed at preferences
    • Webinar attendees
    • Job and event info
    • CE credits and courses

  4. Marketing Automation Implementation
    • Membership pilot with state associations

Takeaways for your organization from AOA’s Dave Sherman:

  • Pitch a plan and plan the pitch
  • Create a roadmap for change
  • Communication plan for reporting on budget
  • Understand and leverage Personify data

If you are interested in learning more about how to evolve your marketing technology to drive revenue contact us today.


*Information courtesy of Evolving Your Marketing Technology Stack to Drive Business Results – Personify