NATC

The Problem

The NATC faced several challenges in achieving its ambitious goals:

1. Limited Digital Presence: Social media efforts were unstructured, leading to low engagement and reach.
2. Unorganized Email Lists: Inefficient email segmentation and generic messaging hindered their ability to target and engage their diverse audience effectively.
3. Missed Storytelling Opportunities: Despite having a compelling mission, NATC lacked the means to share authentic stories that could inspire and build community across the profession.

Additionally, NATC’s goal of reaching professionals in all 50 states by August 2024 required a targeted and strategic approach to ensure measurable success.

The Solution

To overcome these challenges, we executed a three-part strategy:

Social Media Strategy Development

• Designed and implemented a comprehensive strategy to improve content consistency and engagement.
• Optimized posting schedules to align with peak activity times and target audience behavior.
• Delivered training and tools to NATC’s internal team to sustain ongoing efforts.

Email Marketing Overhaul

• Cleaned and segmented email lists to enable tailored messaging for specific audience groups.
• Created monthly email campaigns with compelling subject lines and actionable content, as well as targeted drip campaigns to nurture leads and engage subscribers.
• Improved email deliverability and engagement rates by optimizing content and visuals.

Storytelling Through Video

• Conducted seven 1-hour video interviews with team members across the country to capture authentic stories and insights.
• Edited and produced high-quality videos for use across social media, email campaigns, and internal communication, fostering a sense of community and shared purpose.

The Results

Through these efforts, NATC achieved outstanding results:

• Nationwide Reach: NATC successfully connected with professionals in all 50 U.S. states and extended its reach internationally, covering regions like Canada, Europe, and Asia.
• Email Marketing Success:
  • First Email Campaign (April 2024):
    • 44.6% open rate and 4.6% click rate, far surpassing industry averages.
    • Total clicks: 738.
  • Final Email Campaign (July 2024):
    • 26.6% open rate and 8.0% click rate, with a staggering 3,851 total clicks, demonstrating increased audience engagement.
    • Email deliverability improved from 95.3% to 98.9%, with unsubscribes and complaints decreasing over time.
• Impactful Storytelling:
  • The video interviews became a central part of NATC’s engagement strategy, fostering community and increasing awareness of the organization’s impact across the profession.
• Enhanced Digital Presence: NATC’s social media engagement grew significantly, with a more consistent and targeted approach ensuring alignment with its mission and audience needs.

Together with Matter Consulting, our partnership with NATC demonstrates the transformative power of a strategic, multi-channel marketing approach. By creating a robust social media strategy, optimizing email marketing, and showcasing authentic stories, NATC not only achieved its ambitious nationwide goal but also built a stronger and more engaged community within their field.

This case study exemplifies how a tailored digital marketing strategy can drive measurable results and lasting impact for organizations with a mission-driven purpose.