don't just do it; Do it with Purpose!

American Association
of Blood Banks 

AABB Brochure

Challenges/Opportunities:

The AABB was evolving to also be the voice of transfusion and cellular therapy, but was experiencing a loss of market share for their accreditation program.  New competition was arising, and with difficulties in membership retention and acquisition occurring, the organization needed just the right marketing mix with a consistent message to effectively drive membership numbers and accreditation program participation.

Strategy/Results:

The first step was to help AABB think differently about their accreditation program, marketing it as a product from a benefits and value standpoint. New messaging, sales collateral, and marketing programs were developed. Strategies were applied throughout all inbound and outbound communications channels, and the program was developed to be easily used by AABB staff to help meet accreditation sales goals.  In addition to improving accreditation program marketing, we also developed membership acquisition campaigns via multiple print and digital channels. AABB not only met but exceeded goals for each campaign.