The New York State Dental Association (NYSDA) is a professional organization that promotes the dental profession and improves the oral health of New Yorkers. To increase membership, NYSDA launched a promotional campaign called “No Dues in 2022.”
The Challenge
NYSDA faced a decrease in membership, an issue that posed significant challenges for the organization. The COVID-19 pandemic further complicated matters by causing lost revenue and higher operational costs, while also making it difficult to gain members’ buy-in to NYSDA’s value proposition—particularly among younger dentists.
Our Approach
The Baker Agency developed and launched a 17-second LinkedIn video ad campaign that ran from October to December 2022. Targeting dentists, students, and other dental professionals in New York, the ad highlighted the benefits of NYSDA membership and the dental profession’s role in promoting oral health.
The campaign was a huge success, particularly with dental students, who saw the value of NYSDA membership for their future careers.
Results
Well surpassing its goal of attracting 20 new members by year’s end, NYSDA increased its membership by 63 during the three-month campaign. The campaign’s click-through rate (CTR) was also impressive at 0.42 percent.
The campaign was particularly successful in attracting dental students, who recognized the value of NYSDA membership for their future careers.
NYSDA’s “No Dues in 2022” campaign was a successful promotion that helped the organization grow its membership. The LinkedIn video display campaign effectively targeted the right audience and achieved a high member renewal rate. By waiving the membership dues for a year, NYSDA was able to provide value to potential members and attract new ones to the organization.