Breaking Attendance Records: Event after Event
AI has partnered with The Health Care Administrators Association (HCAA) since 2014 to drive the association’s marketing, social media and public relations campaigns. The members-only association for the healthcare’s self-funding industry features a diverse program of educational resources, conferences, networking and charitable events to highlight best practices and IT solutions for third-party administrators (TPAs), benefit administrators, insurance brokers and other executive leaders. The association is designed to both educate and bring members together to network and share ideas that will move both their companies, and the industry, forward.
The Challenge
Two main objectives for HCAA were to grow their membership base as well as increase attendance for the association’s two annual conferences: Executive Forum and TPA Summit.
The Strategy
Because of the not-for-profit association’s limited marketing budget, AI recommended more cost-effective tactics such as email marketing, website landing page creation, quarterly email newsletters, direct mail distribution and heavy social media outreach – sending an average of 60 posts each month on Twitter alone. Custom designed advertisements were also created and placed in conference brochures and leading industry publications like SIIA and NAHU.
Beyond promotion, AI helped to shape the face of the association by partnering with the Board of Directors to develop and launch the Emerging Leaders program. Designed to entice the next generation of self-funding executives, the program was a huge success in attracting new members and attendees, and now features exclusive educational tracks, breakout sessions, webinars and social interaction.
Member Publication Advertisements
Designed Direct Mail
Designed Marketing Email Outreach
Website Pages
Social Media
The Result
34%
Executive Forum attendee increase
120%
TPA Summit attendee increase
HCAA has far surpassed attendee numbers for each of their conferences, year-in-and-year-out. TPA-company representation each year has also increased and all sponsor opportunities for several events have sold out.
In addition, because the conferences are for members-only, the marketing campaigns had a dual purpose of not only driving attendees, but helping the association achieve a significant boost in new and renewed member applications.