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CASE STUDY

National Member

Organization

Problem

Despite claiming over 34 million members, the brand had a need to connect more deeply with local communities across the US to maintain current and drive new membership

  • They wanted to highlight programs, activities and events at a local level, however across their owned channels they were fragmented and inconsistent

  • Despite attempts at local, the brand was seen as a national distant organization in their member surveys.

  • They had no way to contextualize existing national, state and town assets to where their audience was

Solution

Create a local digital presence, “In Your City/Town” in all 29,000+ US towns

  • Integrate and localize all brand content assets (National, State and local) across web, mobile, email and social media

  • Power the IOS in-app "things to do" and "place to go geo-location"
  • Provide local impact for over 70,000 brand events each month

  • Utilizing proprietary database of content and events across all US Towns, created an enhanced user experience by adding unique content channels which where segmented and tailored to their audience

  • Over 13 national programming channels were geo-targeted and localized to provide maximum support and exposure across the local town pages

“Longitude73 did something for us that we struggled with for years. They are a hungry and innovative partner.”


– Senior Director

Awareness

Increased geo-relevancy across media, driving +30 million unique visitors to client domain

Interest

71% of digital users believing that the brand is “Part of their local community”

Desire

Improved local presence results and greater channel performance and engagement

Action

Brand was able to increase membership conversion, including a +40% ROI for localized email campaigns

Retention

Less member drop-off in part attributed to increasing local relevance and value

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