1,900 New Members in First Year
CoreNet Global, the world’s leading association for corporate real estate professionals asked for MGI’s help in identifying a value proposition that would resonate with its members. It also wanted to acquire new members in key target markets.
Cultivation Efforts Prove Effective
MGI conducted market research to determine why members joined CoreNet Global, what challenges they faced, the value they received from the association, and what additional benefits and services CoreNet Global could provide to meet their needs. Based on the results obtained, CoreNet was able to pursue new markets confident in the messages they were communicating and the benefits they offered.
MGI also helped the organization establish and implement a membership marketing program. This included ongoing acquisition and reinstatement campaigns which recruited members from the client’s prospect base as well as new target audiences. Using an online lead generation program in multiple geographic markets, MGI found responsive audiences online and engaged them through a series of cultivation emails that offered free content and the opportunity to join.
In its first year, MGI increased CoreNet Global’s membership from less than 7,000 to over 8,900 members—almost a 30% growth.