Association of Professional Genealogists
Membership Campaign
My Role: Creative Director and Writer
The Challenge
The Association of Professional Genealogists has more than 2,000 members across 40 countries. But by 2022 membership was stagnant. Could they find a low-cost way to attract new members while also retaining current ones?
The Solution
APG members are highly trained in genealogical research but they’re not marketers, and most are self employed. So we saw a hole to fill. The people who hire APG members are typically looking for information about family members. They’ve tried all kinds of online sources and come up with nothing–the relative seems to be missing.
With this in mind, we created professional-quality templates of self-marketing materials–posters, social posts, ads for community newspapers–that members can customize with their contact information.
The Outcome
We promoted the templates in a six-month digital marketing campaign in which membership growth significantly exceeded previous results. At the same time, current members were pleased to have a suite of high quality marketing resources available to them.