Bringing teachers back and growing membership 15%
When teachers returned to the classroom, we reminded them why the association was still worth it.
A national association for science teachers
The challenge
When the pandemic hit, science teachers had to move their classes online almost overnight. Keeping students engaged and learning had never been more important, or harder. Many teachers turned to the association for quick, practical resources to help them adjust, and membership surged. Once they were back in their classrooms, renewals and new joins dropped. The association needed to show middle and high school science teachers that its resources still had a place in their day.
Our approach
We built audience personas and a new marketing data stack. Then we segmented members by where they were in their journey and wrote messages for each group. The campaign ran across email, telemarketing, digital advertising, and direct mail, with partners helping us reach even more teachers.
Results
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