NAADAC, the Association for Addiction Professionals, was facing free-falling membership, outdated communications methods, and low confidence in their data. Learn how NAADAC turned things around in less than a year’s time. After upgrading their email service provider and association management system and revitalizing their communications strategy, membership increased by almost 50%. Expect to learn how NAADAC: • Upgraded and integrated systems to strengthen membership efforts • Developed email newsletters that are now major membership recruitment tools • Intends to nurture new members and ensure renewals with marketing automation

1. The NAADAC Story - How One Association
Increased Membership by 48%

3. Meet your Presenters
Misti Storie
Director of Training and Professional Development
NAADAC, the Association for Addiction Professionals
Vivian Swertinski
Sr. Digital Marketing Strategist
Informz

4. NAADAC Success Story
48% increase in membership
72% increase in audience
…in 12 months!

5. Challenges Faced
Free Falling Membership
Aging/Shifting Profession
Recession
Devaluing of Benefits Package
Outdated Communication
Methods
Stale data

6. The Informz Partnership
Website
Phone
Emails
Database
Upgraded and customized IMPak
Redesigned website and logo
Integrated the new website with
IMPAK
Switched from Mailchimp to
Informz which was integrated with
IMPak

7. Easy-to-use, advanced features
IMPak Integration – merge fields,
unsubscribes, bad addresses
Reports
Responsive Design
Customer Service
Template Design

8. Easy-to-use, advanced features

9. The Results
Membership highest in 7 years
New funding opportunities
New partnership opportunities
High customer satisfaction
More revenue overall

10. What’s Next? Keep the momentum going!
Non
Members
Members
Make meaningful first impressions with
non member audience
Cultivate those relationships: turn non
members into members
Improve our relevancy and send more
targeted communications to all audiences

11. Before we strategize….we need to analyze
 Core Goal – Increase and Improve communications

12. Detailed Examination of our Audience
Do we truly know who makes up the current member base?
What are the primary job functions?
How long have they worked in the addiction field?
Do they have similar work settings?
What motivates them to work in this field?
What educational requirements do they have?

13. Profile of NAADAC Members
Counselor
Wide variety of primary job functions
Different work settings
Wide range of Academic degrees
Years employed in addiction field
Primary Job Function

14. Good Information but….
Is it enough?

15. Create our Counselor Persona
What are they entrusted to do every day?
What is the work environment like?
Why do they choose to do this job?
What keeps them going?
What are their challenges/pain points?
Why do they become a member, what do they need?

16. Cathy Counselor
Cathy is an Addiction Professional working alternately in private
practice as well as at a treatment facility. She comes into contact
with patients that may exhibit addiction symptoms. She needs to be
able to recognize the signs of substance abuse and be equipped to
lead the diagnosis, recommend a treatment plan, as well as provide
clinical services.
She has personal experience with addiction and feels strongly about
helping others. The work can be very fast paced and stressful. Her
job requires continuous education certificates in order to maintain
her credentials and continue working in the field. Without employer
education assistance she must find free or low cost educational
resources to make ends meet.

17. Personas help us make relevant connections
Subject Lines that resonate:
We help you help others
We love your work!
 You make a difference, we’re here for you!
 Content that makes a connection
 Testimony of a NAADAC member’s journey from addiction
to recovery

18. Opportunity to increase relevancy with non
members
Can we recognize Personas within our non member audience?
Not today…but we can change that!
Recommendation: Add Primary Job Function to the registration
forms. (standardized list of job titles)

19. Opportunity to create great first impressions
Register
Weekly
News
Decide

20. Our next best opportunity is a new
communication strategy
Register
Welcome
Weekly
News
Decide
Nurture

21. Welcome and Nurture Campaign
New Contact
Welcome to the
NAADAC
community
Join the
organization
Education
Certification
Advocacy
Workforce
Development
Conferences
Benefits of
Membership

22. Automate and Measure Results
Non
Members
Members
Automate welcome series to be a daily
recurring email
Personalize communications with knowledge
of Personas
Automate nurture communications based on
non member status and acquisition date
Measure results, make modifications as
needed

23. Summary – Keep moving forward!
 Before we strategize…let’s analyze
 Build Personas to understand target
audience
 Identify data capture opportunities
 Define the path the audience takes to
become a member
 Identify gaps/opportunities to enhance
communications

24. The Informz Way - Don’t just send an email
Create an experience…
Develop
Personas
Define
the
Lifecycle
Map
Content
Measure
Effectiveness
Automate
Campaigns

26. Thank you! Please stay in Touch…
Vivian Swertinski
Senior Digital Marketing Strategist
Swertinski@informz.com
1.888.371.1842 x 151