The Challenge
- As the trusted “voice” for engineering, computing, and technology information around the globe, our client sought to improve membership renewals, acquire new memberships, and grow overall brand awareness.
- MoreVisibility was enlisted to scale digital advertising efforts strategically during a 6-month Pilot Program.
The Objective
- •Build awareness and increase conversions by targeting the client’s ideal audience at the right place and time to increase membership acquisition.
The impact of this expanded [Digital Advertising] program contributed to IEEE reaching an all-time high of more than 460,000 members at the end of 2023.
The Solution
- MoreVisibility identified new digital advertising channels to leverage in tandem with optimizing existing campaigns to increase reach, engagement, and conversions.
- New programmatic campaigns were launched, which positioned the brand to get in front of new users through additional placements via Audio and Streaming.
- Evergreen campaigns within Search and Display were leveraged to capture returning users and ultimately lift conversions.
19%
Lift in US Professional Memberships YoY
The Results
- Overall Conversions Improved 200% within Search and 1,000% within Display campaigns.
- Worldwide IEEE Membership hit an all-time high at the conclusion of the 6-month flight.
- US IEEE Professional Memberships increased by 19% YoY.
