The Military Officers Association of America (MOAA) advocates for all military officers across every branch of military, whether the officers are currently serving, transitioning, or retired.
Membership had stalled. MOAA was perceived as only a veterans’ organization, not feeling relevant for younger, currently serving officers. Also, officers could be a part of any number of other military associations. They didn’t know what made MOAA different or why they should be a part of yet another organization. While there is a great value to membership, no one knew about MOAA nor cared to find out.
MOAA’s objectives were to increase brand awareness, basic and paid membership, and drive member engagement.
To achieve these goals, we needed to create the sense of being a part of a higher cause. We needed to show the value beyond the tangible benefits of membership and reveal how this value was different than what other associations offered.
Our solution was to put greater emotion and value into being a MOAA member. We drew officers in, told the story that interests them, and then…. drove to membership.
Our strategy is “It takes an officer to know an officer.” The Two Families spot reveals the experiences and challenges officers face and the fact they have two families – the one they fight with and the one they fight for. The story shows greater meaning to being a member – whether you’re a woman in the military, a family dedicated to serving or balancing family life with military life, MOAA knows what an officer goes through. MOAA is the association every officer should join – and we now gave them a reason why.
The campaign was a great success. There was a positive reaction from the client and consumers as we ventured beyond our traditional digital and broadcast channels and aired in key markets during the Super Bowl.
We indirectly drove to membership. We also drove engagement with over 6 million impressions and 147 thousand clicks to the landing page, exceeding benchmarks from the previous year.