IAEE marketing partner, Feathr, has published a series of case studies examining the unique challenges companies in the exhibitions and events industry are facing and offering solutions they discovered. In this feature, learn how the American Association of Nurse Anesthesiology (AANA) worked with Feathr to transform its corporate sponsorship offerings and clearly demonstrate their ROI to existing and potential partners.
THE CHALLENGE
AANA wanted to create a new revenue stream that would give their corporate partners innovative ways to engage with their members. But the association needed a solution that wouldn’t add to their team’s workload and would clearly communicate ROI to their corporate partners.
THE OUTCOME
AANA used Feathr Monetization to offer sponsored retargeting packages to their corporate partners, generating almost $45,000 for the association in only three months. And by working with Feathr Services, AANA is growing revenue without burdening their team with extra work.
ABOUT THE AMERICAN ASSOCIATION OF NURSE ANESTHESIOLOGY
The American Association of Nurse Anesthesiology (AANA) is a professional association representing more than 59,000 Certified Registered Nurse Anesthetists (CRNAs) and student registered nurse anesthetists in the U.S.
HEADQUARTERS
Chicago, Illinois
USE CASE
Digital Sponsorships
PRODUCTS USED
Feathr Monetization and Services
The American Association of Nurse Anesthesiology (AANA) recently overhauled their digital infrastructure, bringing in new technology, such as a learning management system, to better serve their members and corporate partners. This transformation created the perfect opportunity to rethink their corporate sponsorship offerings.
“We didn’t have what I’d call targeted digital advertising initiatives. We wanted to create segmented opportunities for our partners by putting the right ads in front of the right people at the right time,” said Eric O’Connor, chief growth officer at AANA.
They also needed clear and robust reporting to demonstrate ROI in order to sell these new packages to prospective partners.
“The days of awareness and brand advertising are no longer the sole thing that we do as marketers,” said O’Connor. “Proving ROI and doing that through easily accessible reporting is crucial because that’s what unlocks resources across our corporate partners. I’m hearing from them all the time that they need data.”
O’Connor was also conscious of his team’s capacity. He needed a solution that wouldn’t burden them and would free them up to work on other projects.
A painless implementation with hands-on support
AANA signed on with Feathr and their services team at the end of March and were selling sponsored retargeting packages as early as June. The onboarding and implementation was one of the easiest they’ve been through, says O’Connor.
In addition to developing their media kit and fine tuning the sales pitches, Feathr’s team and AANA’s sales team worked together to run the sponsorship program and report to corporate partners.
Retargeting packages offer limitless potential
AANA now has a digital sponsorship offering with a gross profit margin of 96 percent, easy real-time reporting — and created a new, sustainable, non-dues revenue stream. In only three months, the association sold six packages to corporate partners and generated $44,900, all without creating extra work for their team.
“It’s a pipeline that we’ve created that our partners are going to keep filling,” said O’Connor. “When you build your revenue streams right, and you can report on them, they really are constant.”
O’Connor is confident that this new revenue stream will reach $100k in revenue by the end of 2021 and has plans to keep growing the program. “We want to continue putting relevant advertising in front of members to create better engagement and ROI for our corporate partners,” said O’Connor.
Page from AANA’s media kit providing an overview of retargeting
