Engaging Millennials A Case Study in Becoming Relevant to the Next Generation of Members

1. Engaging Millennials A Case Study in Becoming Relevant to the Next Generation of Members DMAW 2016 Digital Day Forum

2. "That which is measured improves. That which is measured and reported improves exponentially." - Karl Pearson

3. Connect with us! Tweet, tag, like, follow us…Facebook: Facebook.com/AmericanNursesAssociationTwitter: @ANANursingWorldInstagram: @ANANursingWorldPinterest: Pinterest.com/AmericanNurses#DigitalDay2016

4. Overview of the ANA Enterprise

5. Background • Mission: Nurses advancing our profession to improve health for all • 120 Years of Nursing Leadership • Represents the interests of the nation’s 3.6 million registered nurses • 50 state-level affiliates – state nursing associations • At the forefront of improving the quality of care for all • Engage and cultivate nursing students • pre-licensure

6. The Millennial Challenge • Largest generation 80 million strong • Digital natives 80% sleep with a cell phone by the bed (source) Touch smartphones 45 times a day on average (source) • Distracted Screen attention span of 8 seconds (source) • Limited funds 81% are paying back debt (source) • Fewer attachments to institutions (source)

7. School to First Job Transition Black Hole of Membership

8. Digital Channels • Inbound Content Marketing • Email Marketing • Social Media • Online Community • Mobile/App • Facebook Join Ads • Facebook Retargeting

9. Inbound content marketing Student Subscriber Program ANA’s single front door for nursing students to gain access to member-only information. Pre-licensure access to nursing content Lead generation for recruitment Full contact information with graduation date Integrated with online join 50,000subscribers

10. Inbound content marketing • Welcome to the Profession Kit • FREE digital Welcome to the Profession Kit with valuable resources especially for nursing students, new grads and early-career nurses. • Recruitment lead generation • 22,000 registrants since May 2014 • Promote via nurturing emails and • social media • Four sections – career, patients, profession and yourself • Google Analytics – job hunting and career focused pages are most visited

11. Inbound content marketing

12. Welcome to the Profession Kit Social Media

13. Social Media - Welcome to the Profession Kit WTPK Member Joins 24!!

14. Social Media - Outreach

15. Digital Recruitment – New Graduates • Dedicated new graduate recruitment program • Multichannel approach with email, Facebook ads and direct mail • Email = 33% of total outbound quantity • Lift from including email: $300K revenue and 48% response rate • Email addresses from inbound lead generation efforts - 50% of mail quantity, lower CPA • Recent August campaign, house lists yielded 283 new grad members, 0.78% response rate • Acquired over 4,000 new grads since Sept 2014 through the targeted recruitment program

16. Digital Recruitment Online Marketing Program Tested Facebook Custom and Lookalike Audience features with new grad files: 16 conversions at $222.90 per conversion, suspended efforts General member recruitment Facebook Remarketing – 2015-2016 = 1,241 Conversions; Conversion rate 1.4% (Conversions/Clicks) Google Remarketing – One conversion, 0.05% Conversion rate Facebook Ads – August campaign – 94 conversions, 0.55 conversion rate

17. Engagement – New RNs Online Community

18. Welcome to community • Daily digests of discussion • First post acknowledgement • One week check-in • Three month check-in with survey • We miss you • We miss you follow up Engagement - Community Touch Points

19. Online Community - Events • Job Search Town Halls • Summer Book Club • Conference Meet-Up

20. Engagement– First Year of the Community • Total Community Members • 7,400 users • Total Unique Contributors • 499 users • New Discussion Posts • 55 per month average • Daily Digest Email • 22% open rate • 2.7% monthly unsubscribe rate

21. Additional Communities

22. Retention – New Graduates • Multichannel approach with email, Facebook ads and direct mail • 7 total touchpoints in renewal cycle • New grad retention 47% vs. 82% overall • 50% off new grad dues deep discount – renewal is an uphill battle • Email marketing – new nurse onboarding series • Facebook online campaign, 914 renewals June-Sept (General Audience) FB ads = 90, 30 days before and 30, 60 days after expiration Email = 90, 30 before and at expiration

23. What’s next for ANA’s digital presence?

24. Digital Challenges Website limitations Customization of member experience Data integration – disparate databases Tailored communications Web friendly content – PDFs, long pages, lack of multimedia ….but help is on the way!

25. What’s Next: New technologies allowing for improved digital capabilities New robust email marketing service • Design • Deliverability • Mobile Optimization • Cross Channel Analytics • Social Integration • Syncing campaign data with AMS New content management system • Personalization • Lead generation • Brand consistency • Improved search ranking • Customer service • Content optimization

26. What’s Next: Community Mobile App

27. What’s Next: Digital Transformation “Digital transformation is the profound and accelerating transformation of business activities, processes, competencies and models to fully leverage the changes and opportunities of digital technologies and their impact across society in a strategic and prioritized way.”

28. Thank You!

29. Questions?