MetroTex engaged Agency McKenna to assess and remedy its member engagement problems. We began our work with a member satisfaction survey, which revealed a breakdown in member communications. We also discovered that MetroTex was not segmenting its email audiences, so that all members received all communications all the time. This “spray and pray” method resulted in low email open and clickthrough rates and increased member apathy.
As a result of these findings, we developed a comprehensive program that included marketing strategy, brand and identity revitalization and broad-scale marketing communications to promote departmental programs. We also segmented MetroTex’s members by specific membership attributes, career trajectory and other data. This improved segmentation served as the foundation for MetroTex’s future audience-driven marketing campaigns.