MOAA’s objectives was 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 show how this value was different than what other associations offered.
We injected emotional value into being a MOAA member by allowing all officers to be a part of something greater. Being a member meant it was inclusive and, at the same time, exclusive to officers, setting it as a higher order, separate from branch identity. We needed to drive all membership tiers, speaking to all - active, former and retired military and their families.