Client Case Studies

Here are some of our recent projects that employed the tools, techniques and overall goals that may be embodied in your next membership, marketing, or research project. Contact us for more information.

Membership Development

CASE #1.

Challenge: After 10 straight years of slow membership decline, a mid-sized professional education association needed to boost its membership quickly in order to fight looming state budget cuts that threatened its industry. To help our client get up and running ASAP, we conducted an in-depth marketing audit to identify the unique components of their success to date. We then built “success on success” to develop a multi-channel membership plan integrating: social media; online marketing; database development; direct mail; messaging; membership acquisition and retention; and sales force development strategies. We also helped the association implement the new plan.

Results: Our strategies enabled the association to grow its membership by 10% in the first year after implementation and an additional 10% in the second year.

CASE #2.

Challenge: A large professional association in the science and engineering industry asked us to help them grow their membership in a contracting domestic marketplace. We essentially operated as an “extra” member of our client’s membership marketing staff—planning, implementing, and advising on every aspect of their membership programs, including budgeting, list selection, offer development, copywriting, graphic design, and results analysis for all web-based, direct mail, email, print, and telemarketing campaigns. We also designed, conducted, and analyzed numerous needs assessment and renewal surveys, member-get-a-member campaigns, member conversion and engagement programs, and website development.

Results: In the first years of our partnership, we helped the association achieve its first net gain in membership in more than 5 years. Later, during a comprehensive staff reorganization, we helped the association maintain continuity in its membership and marketing programs, sustain its overall membership through uninterrupted member acquisition, renewal, and engagement programs, and ensure a steady flow of revenue despite the loss of most of their membership staff. In the face of “The Great Recession,” our expertise and experience helped our client increase renewal and retention rates, putting them back on a footing for growth.


CASE #1.

Challenge: As a basis for helping it make fact- and market-based decisions about a highly-charged issue, a medium-sized society of medical professionals asked us to help them assess the potential impact of a controversial organizational rebranding and name-change initiative. Our rigorous, multi-phased approach included internal and external Brand Mapping, Meme Mapping, Key Stakeholder Interviews, and an online opinion survey of all members.

Results: In just six weeks, our meticulous research identified and analyzed an unresolved and potentially catastrophic split within the association’s industry and membership that literally could have torn the organization apart if it had proceeded with the rebranding initiative. Our no-nonsense report and Action Items provided our client with concise and concrete next steps on how they could chart a course inclusive of both sides’ goals and lay the groundwork for a coherent, inclusive, sustainable brand.

CASE #2.

Challenge: A small scientific society asked The Maia Marketing Group to help it facilitate its re-branding process, including an organizational name change and logo redesign. Our comprehensive strategy employed multiple methodologies, including key stakeholder interviews, a branding audit, guided staff and board brainstorming brand mapping workshops, member surveys, and more, to ensure that all points of view were heard, documented, understood, considered, and prioritized with regard to this critical change. We then developed a new logo and collateral materials, including a multi-media program announcing the change.

Result: The society successfully implemented its name change, logo redesign, and rebranding program in just seven months, in time to launch the new brand at a major international industry conference.

Marketing Research & Planning


Challenge: A large healthcare industry group asked us to help it measure and benchmark satisfaction with its certification products and services. Our scope of work included key stakeholder interviews, an in-depth satisfaction survey, a marketing and communications audit, certification procedural reviews, presentations of our findings and recommended Action Items to the association’s board and staff, and development of an integrated multimedia marketing plan. The 12-month rolling plan included everything from social media approaches to marketing copy for the association’s website, emails, direct mail packages, brochures, and other materials.

Results: This association used our research findings, Action Items, and marketing-communications plan to improve and streamline its certification processes and requirements, understand, enhance, and communicate the value of its certifications for both certificants and the wider profession, reach out to hospitals and potential certificants more effectively, and increase recertification rates.


Challenge: Five years after its founding, a small, virtual association in the education marketplace asked The Maia Marketing Group to help it successfully negotiate the next step into its future. Working closely with the association’s staff we conducted a comprehensive market assessment to help it understand how members and potential members viewed the association, what they valued most about its offerings, and what needs they had that were not being met. Guided by the research data, we then conducted a thorough competitive analysis and marketing-communications audit to help our client prioritize the findings. All research fed directly into the strategic and tactical marketing plan developed by MMG.

Results: Using our marketing plan and research Action Items, the association grew its membership by 73% in the first few years after implementation. It also launched a new user-friendly website, as well as several popular new products and events—based on member- and market-driven needs—that have added significantly to the association’s non-dues bottom line.

New Product Launch


Challenge: In the aftermath of 9/11, a large, multinational engineering organization asked us to help it launch a first-ever conference on infrastructure security. We created the initial conference brand, including designing the conference logo and collateral materials. We also developed, coordinated, and executed the first conference marketing plan, including all copy, graphic design, lists, formats, offers, direct mail, email, and materials development for direct mail, space advertising, press releases, programs, emails, web advertising, newsletter articles, and space ads.

Result: With less than five months to develop and implement the plan, MMG helped attract more than 850 attendees to the first conference and established it as a must-attend event in the field.


Challenge: Since 2010, we’ve been helping a small organization launch and market some of its most successful programs—multi-year commitments that require acquisition, renewal, and retention strategies. We kicked off our work together with a comprehensive marketing-communications audit, followed by Action Items detailing how to improve the synergy between individual marketing efforts as well as to enhance the online product-buying experience. Based on this audit, we developed a rolling, multimedia marketing plan including new marketing channels, social media, innovative approaches (including strategic partnerships), more effective messaging, and new audiences.

Results: Beginning in 2011 our marketing plan and implementation has helped our client achieve one of its most successful new product launches ever and sustain the momentum ever since. The program has grown every year and has reached tens of thousands of individuals.


Challenge: A medium-sized professional organization in the healthcare industry asked us to help it repair a dramatically deteriorating relationship with its chapters that was the unintentional result of the association’s new strategic direction. Through innovative workshops, one-one-one interviews, customized assessment tools and incisive analysis of organizational culture and communications, we helped the association not only repair its relationship problems, but also to see chapters in a completely new light—as integral parts of the value solution. Working with a core team of chapter leaders and staff, which we brought together, we conducted several hands-on workshops that engaged both sides in reimagining and reconfiguring chapters’ role as key partners in the association’s future.

Results: Workshop outcomes and Action Items were rendered graphically and posted in the association’s hallways, for staff reference. These Action Items became guiding principles for the organization and have resulted in: increased partnership between the association and its chapters;
new products developed by and disseminated through the chapters; new, chapter-driven channels of distribution for existing association products and services; and direct, chapter-based input and guidance on the association’s overall educational and service offerings and planning processes.

Partial Client List:

  • AAUW Legal Advocacy Fund
  • Academy of Managed Care Pharmacy
  • American Association for Health, Physical Education, Recreation and Dance
  • American Association for the Advancement of Science
  • American Association of Museums
  • American Association of State Highway and Transportation Officials
  • American Association of University Women
  • American Chemical Society
  • American College Health Association
  • American College of Nurse-Midwives
  • American Corporate Counsel Association
  • American Institute of Chemical Engineers
  • American Meat Institute
  • American Medical Directors Association
  • American Occupational Therapy Association
  • American School Health Association
  • American Society for Public Administration
  • American Society of Association Executives
  • American Society of Cataract and Refractive Surgeons
  • American Society of Civil Engineers
  • Association for Childhood Education International
  • Association for Supervision and Curriculum Development
  • Association for Ultrasound In Medicine
  • Association of Children’s Museums
  • Association of Managed Care Pharmacy
  • Association of Small Foundations
  • Center for Corporate Citizenship at Boston College
  • Construction Specifications Institute
  • Council for Exceptional Children
  • DC Rape Crisis Center
  • Greater Washington Society of Association Executives
  • Healthcare Distribution Management Association
  • International Design by Electronics Association
  • JETS (Junior Engineering Technical Society)
  • Kodak International
  • League of Women Voters
  • League of Women Voters Advocacy Fund
  • Mathematical Association of America
  • Mortgage Bankers Association
  • National Association for the Self Employed
  • National Association of Federal Credit Unions
  • National Business Officers Association
  • National Council for the Social Studies
  • National Council of Teachers of English
  • National School Boards Association
  • National School Transportation Association
  • National Society of Professional Engineers
  • Paulist Evangelization Ministries
  • Pediatric Nursing Certification Board
  • Public Affairs Council
  • Regulatory Affairs Professional Society (RAPS)
  • Society for Biomolecular Sciences
  • Society of Petroleum Engineers
  • Society of Plastics Engineers
  • Texas Community College Teachers Association
  • The Infrastructure Security Partnership
  • US Chamber of Commerce