The American Optometric Association represents approximately 39,000 doctors of optometry, optometry students and paraoptometric assistants and technicians. Contained within the association are a number of groups, departments, and subsidiaries that all seek to offer a variety of benefits to AOA members.
Dovetail conducted extensive quantitative research in order to grow membership. The AOA already had a high penetration of optometrists versus other associations, so our strategy has to be laser-focused in order to attract non-members. Research told us that Millennial optometrists were a primary opportunity.
Dovetail developed a platform, “United in Possibilities,” that has been used across a variety of tactics including digital display, online video, direct mail, web design, email marketing, and more.
Dovetail serves as the agency-of-record for AOAExcel, which offers endorsed business products and services to AOA members to help them more effectively run their practices. Dovetail conducted qualitative research and launched the AOAExcel brand, which has seen growth year over year for all products that AOAExcel promotes and markets. Dovetail has also been contracted to promote the AOA’s annual tradeshow, Optometry’s Meeting, and works with the Industry Relations department to increase non-dues revenue among sponsors.
View our video case study below to see the outstanding results from the first year of the AOA membership recruitment campaign.