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Published on February 26, 2014

Author: mckinley


American Society of Anesthesiologists Increasing ASA’s Membership

Membership Growth Steps • Conducted member research • Applied research to articulate value and develop marketing plans • Support membership marketing • Continuing to exceed ASA’s goals and expectations Value to Client • 2.8% increase in 2010 • 4.5% increase in 2012 • 5.4% increase in 2011 • 2.7% increase in 2013 • Entering our sixth consecutive year working with the Society • Three primary vehicles: E-blasts (former member recruitment), newsletter ads and postcards (retention) 2

Enter McKinley 3

Appealing to the Audience

2012 2011 5

2012 6

Appealing to Anesthesiologists’ Senses of Humor

2013 8


Appealing to Emotion



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