International Nanny Association

Key Results

Situation

Walking the common ground between domestic employee and employer, INA sought to articulate a 12-24 month plan for outreach, engagement, and advocacy.

As a not-for-profit with three core constituencies, the INA needed to jump start member acquisition while looking forward at a long term engagement program. To start, the INA created relevant and meaningful content to help their constituents pursue personal and professional goals, knowing that INA was there for information, services and support.

Challenges

1. Increasingly fragmented sector with new online competitors diluting the profitability of its traditional customer base
2. Outdated website and marketing materials
3. No in-place engagement tools to sustain existing membership or generate newcomers
4. Working with a constrained budget and limited staffing

Solution

White Space developed a 24-month plan that laid out strategy, audience messaging, inbound content engagment and recommended workflows, to deliver an exceptional member experience

1. Design - A design template was created for use in the development of premium content and branding

2. Content -  White Space wrote and designed three ebooks for use in inbound programming, the start of a content library that could eventually be built to engage all three audiences

3. 24-month inbound plan - White Space worked with existing CRM and donation infrastructure to set up inbound paths and communication requirements

Results

In this case, our goal was to help the INA upgrade an outdated set of tools and provide the digital insights and platform to deliver an exceptional member experience.

Reports of increased engagement resulting from this initiative shows that they are on the right track. Conference conversations, interactions on the website or social media visibility ... all have benefited. Ultimately, downstream revenues will result from a growing and more engaged membership.

Just as important, an organization with limited resources now has the tools to continue momentum, and progress towards their goals.

Click on the cover of each ebook to take a look at the full asset: