Growing Membership, Certifications and Event Attendance — With One Strategy
ASIS International partnered with mdg to solve three of its highest-priority challenges through a single, integrated approach.
Case Study
- 12% international membership growth, hitting aggressive goals in previously underperforming markets
- Certification application targets exceeded after being raised 15% over the prior year
- 17% increase in all-access pass registrations for the organisation’s first digital- only event
Client
ASIS International
Challenge
Faced with stagnating membership growth, certification enrollments and event attendance — along with the impending launch of a new digital-only event — ASIS International knew it was time to rethink its marketing efforts. Each objective required a different message, audience and conversion journey, but running multiple, disconnected campaigns would have created unnecessary complexity and inefficiency. The challenge: Develop a strategic framework that could support all of the organization’s business goals.
Approach
A thorough audit of the existing marketing program identified what was resonating, what wasn’t and where the most significant vulnerabilities were. Audience = personas were developed to guide a more targeted, intelligence-driven approach. A robust mix of paid digital, marketing automation and lead generation tactics delivered the right messages to the right audiences at the right moments — with segmentation refined to reflect how different member types engage with the organization at specific stages of their professional journeys.
Results
The integrated strategy delivered measurable impact across all business priorities. International membership increased 12%, meeting aggressive goals in previously underperforming markets. Certification application targets — already raised 15% over the previous year — were exceeded, while all-access registrations for the organization’s first digital-only event grew 17%. Overall, the results proved that — whether it’s an attendee acquisition, certification or membership initiative — nothing helps secure growth quite like an audience-first marketing approach.
Frequently asked questions
International membership growth depends on understanding why professionals in each market choose to join — or choose not to. Motivations, barriers and perceptions of value often vary by region, making localized personas, market-specific messaging and tailored value propositions more effective than one-size-fits-all campaigns. mdg used this approach with ASIS International to achieve 12% international membership growth while meeting aggressive goals in previously underperforming markets.
Certification marketing is most effective when it focuses on outcomes rather than features. Instead of emphasizing the credential alone, organizations should demonstrate how certification supports career advancement, professional recognition and long-term growth. For ASIS International, mdg aligned campaign messaging with the goals of different security professionals, exceeding a more than 15% increase in applications.
Successful marketing of digital events highlights what makes digital participation uniquely valuable (access, flexibility, global reach), rather than positioning it as a substitute for in-person experiences. Persona-based messaging is useful in this approach because it helps address the specific concerns of different audience members, rather than making one case for everyone. For ASIS International, mdg leveraged persona-based messaging tailored to the priorities of different member segments, resulting in a 17% increase in all-access pass registrations for the organization’s first digital-only event.
Sustained membership growth depends on engaging members throughout the membership lifecycle, not just at the point of acquisition. Automated onboarding, renewal and re-engagement campaigns help organizations consistently reinforce member value, while ongoing evaluation of member needs and perceptions ensures that value continues to evolve. mdg used this approach for ASIS International because it allows for personalized lifecycle communications that support long-term growth.
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