From One-Size-Fits-All Messaging → Personalized for Every Segment
The American Society of Human Genetics’ messaging spoke to scale and authority, not the diverse scientists it served. With mdg’s help, the organization developed a value proposition and translated it into segmented messaging, personalized by career stage, role and geography.
Case Study
- A messaging platform built around three core value pillars — belonging, progress and purpose
- 12 segmented messaging tracks tailored to career stage, geography and role
- Channel-ready copy — headlines, CTAs and body copy — delivered for web, email and social
Client
American Society of Human Genetics
Challenge
The American Society of Human Genetics (ASHG) is widely respected for its scientific rigor and its flagship annual meeting, but its marketing spoke to authority and scale rather than personal relevance, leaning on institutional language like “world’s largest community.” It also treated a highly diverse membership — spanning career stages, locations and roles — as a single audience.
Approach
mdg audited ASHG’s website, email, social and campaign content conducted stakeholder interviews with members and staff and led a two-day strategic workshop to pressure-test what was actually resonating. Those insights fueled the creation of a messaging platform anchored in three value pillars — belonging, progress and purpose. The platform included distinct positioning with headlines and copy for each member segment, from trainees to retirees, ensuring the same scientific credibility translated into value that felt personal.
Results
- A stronger value proposition: Three pillars connect the association’s authority to what matters for members.
- More relevant member communications: 12 messaging tracks address distinct audience needs while maintaining a consistent brand voice.
- A strategy built for execution: Ready-to-use headlines, CTAs and copy bring the positioning to life across channels.
Frequently asked questions
Start by understanding what members value most, what they may be overlooking and how their needs differ. Research can reveal gaps between what an association believes it offers and what members actually recognize. Those findings can inform a clearer value proposition that connects membership benefits to meaningful outcomes.
Stronger engagement begins with helping members understand why an association is relevant to them. Messaging should connect programs, resources and opportunities to specific member needs rather than simply announcing what’s available. Associations can then use engagement data and member feedback to refine their communications over time.
Industry credibility establishes trust, but a compelling value proposition gives people a reason to participate. Being the largest event or most respected association may sound impressive, but those distinctions alone don’t explain what’s in it for the audience on a personal level. A strong value proposition takes that next step, connecting an organization’s reputation and offerings to specific benefits that matter to the people it’s trying to reach.
Related Services
More of what we do.
Build stronger connections through communications, social media and influencer strategies tailored to your audience.
Increase engagement, participation and retention by understanding what really motivates your audience.
Reach the right people through data-driven digital campaigns designed to deliver results.
Strategy. Ideas. Proof.
Delivered Monthly.
Get insights from real event and association marketing work — not just theory.
"*" indicates required fields
Latest Insights
Drive Smarter Growth.
-
We’re the Problem with Event Marketing
The good news is that the fix isn’t hard. It’s mostly a matter of changing when, where and what we communicate.Learn More -
The Art of the Event Brand: Lessons From the Field
Here’s what we’ve learned about end-to-end brand projects — and what it takes to create an event brand that resonates with the right audience — along the way.Learn More
