Case Study 1

A large engineering society was struggling with member retention, particularly among younger members.  This society had expended significant amounts of internal resources to review existing data but felt conducting primary research with members would provide the information they needed to grow membership.

The Allegheny Marketing Group was contracted to conduct a web-based survey with members under the age of 45 to assess their satisfaction with current programs and services and to identify steps required to retain their membership.  After conducting more than 1,200 interviews, AMG identified reasons why members joined the association and continued to remain as members. 

Additionally, AMG identified programs and services of value to members and those that could be removed from the current product mix.  Finally, we identified several programs (requested by significant numbers of members) that, if added, would add substantial value to membership. 

Case Study 2

Members of a national trade association were interested in understanding the perceived value of insulation in several processing industries.  They were also interested in understanding where these customers look for information regarding insulation and the types of education materials that would show the benefits of insulation.

AMG was contracted to assist in developing a marketing communications program for these industrial markets.  AMG conducted more than 200 interviews with pulp and paper mills, utilities, food processing plants, and chemical plants.  From these interviews we identified the main decision-makers for the selection of insulation and insulation suppliers, current awareness of the benefits of insulation, and steps the association and their members could take to increase the awareness of the benefits of insulating these facilities.

As a result, the association launched a cooperative program with the Department of Energy to conduct research at a number of facilities to determine the cost and energy savings that could be realized through insulation.  The information gathered from these studies will be used to increase awareness of the value of facility and process line insulation.