Background
Previous membership marketing collateral failed to attract and showcase the quality programs and education the RACGP offered. The membership department, a core focus of the College requested a new campaign aimed at increasing the membership base and attracting a broad demographic.
Solution
Building on the solid foundation of the recent rebrand, a photoshoot of current staff members was undertaken. The resulting images added a personal touch to the campaign, creating an emotional response for the readers by using real people and referencing the College's slogan "Healthy Profession. Healthy Australia". The brochure and custom envelope were printed on recycled, uncoated paper stock, further enforcing the personal tone.
Results
The brochure was direct mailed to over 22,000 recipients, displayed at trade events and produced in an interactive electronic format. The 2010–11 membership campaign produced a large increase in membership numbers and enhanced the value of the College brand.
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