Case Study: Largest Membership Organization drives renewals and new revenue with McKinley Marketing Partners

Largest Membership Organization - Customer Case Study

Largest Membership Organization, one of the nation’s largest membership organizations, was facing a steady decline in registrations and a sharp drop in new member sign-ups. Research showed that the main issue was a lack of content relevance, so the organization partnered with McKinley Marketing Partners to bring in a dedicated on-site product development strategist to refine new product concepts and help launch more compelling membership offerings.

McKinley Marketing Partners placed a marketing consultant who led member research, vendor selection, cross-functional coordination, pricing support, and test marketing for new offerings. The consultant identified and launched two new membership products, with one exceeding all targets and rolling out in Q4 2013, driving greater relevance, renewals, and incremental revenue. She also built a pipeline for additional concepts, helping the client reorganize to better support ongoing product development and delivery.