Boosting Community Membership and Engagement through Personalized Marketing
AFT's Share My Lesson combined campaign strategy, marketing automation, paid advertising, and personalization to drive community advocacy and engagement, boosting member sign-ups to 2.1 million members.
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Boosting Community Membership and Engagement through Personalized Marketing
Campaign strategy, marketing automation, paid advertising, and personalization combine to drive community advocacy and engagement, boosting member sign-ups to 2.1 million members.
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Who
The AFT is a union of professionals that champions fairness; democracy; economic opportunity; and high-quality public education, healthcare, and public services for our students, their families, and our communities.
Created and maintained by the AFT, Share My Lesson is a community of teachers, paraprofessionals, school-related personnel, specialized instructional support personnel, higher education faculty, and parents and caregivers who contribute content, collaborate, and stay up to date on the issues that matter to students and educators everywhere.
AFT Share My Lesson’s goal is to increase participation and new member sign-ups on ShareMyLesson.com by motivating engagement with their teacher community and content resources.
Omni Channel Campaign Strategy for the Summer of Learning
We combined an in-depth market analysis, strategic planning, content strategy, and creative execution to reshape Share My Lesson’s approach to the "Summer of Learning" campaign.
Our strategy aimed to:
- Engage teachers with Share My Lesson’s webinars, teaching resources, and lessons.
- Inspire non-member teachers to join the AFT ShareMyLesson.com platform.
- Strengthen brand awareness within the teaching community.
We worked closely with AFT’s Share My Lesson to understand their target audience’s behavior to develop, optimize, and strategically distribute meaningful content across:
- Facebook paid search campaign: launched dynamic ads and Facebook lookalike campaigns to increase brand awareness and drive conversions.
- Google paid search and display ads: increased PPC ads on Google search - their top converting channel.
- Email marketing automation: combined automated and one-off emails to help teachers maximize their membership by engaging with articles, webinars, and other resources.
By measuring campaign performance data, Whereoware continuously optimizes the campaign strategy (across creative, copy, audience targeting, channel placement, and more) to improve performance.
For example, the paid media campaigns saw significant gains year over year, from driving increased sessions, new users, and goal completions.
Here are some highlights:
- Website traffic increased 196%
- Traffic from new users increased 219%
- New membership increased 319%
- Repeat (logged-in) visitors increased 120%
Personalized Marketing Automation Strategy Grows Community Engagement
AFT’s ShareMyLesson.com partnered with Whereoware to increase audience participation and advocacy.
We developed a data-driven and personalized email nurture program to encourage community members to leave ratings and reviews for lessons and webinars.
The goals were three-fold:
- Community Building - Sharing member opinions encourages participation from peers.
- Create a Dialogue - Reviews open pathways for content improvement.
- Get Rewarded – Members earn distinctions for feedback, further gamifying engagement.
The highly targeted and automated email program personalized messaging to two audience segments:
- Inactive members, who never left an online review, receive a series of personalized emails reiterating how much AFT’s Share My Lesson values their feedback and reminding them to earn a first badge by leaving a review. Once the member leaves a review, they enter another personalized nurture program motivating deeper participation in the online community.
- Active members, who previously left reviews, receive a series of personalized emails urging them to continue to provide reviews and feedback, and share their own class lessons with the community to get rewarded with a Top Reviewer badge.
By delivering relevant content to each unique audience, AFT’s ShareMyLesson.com aims to increase participation and engagement.
- 375% Increase in Event Registrations
- 78% Increase in Newsletter Subscriptions
- 249,000 Increase in Broad Spectrum Impressions
