Although far from ground-breaking, when I first came on-board at the WBA new member packet mailers had been suspended for several years, citing costs, time commitments, and the responsibility of the local associations to promote the WBA in their welcome materials.
However, research completed during the WBA re-branding process had indicated that there was a definite lack of knowledge—even among WBA membership—about what the WBA did and how the local association fit into the 3-in-1 membership model of national, state, and local representation. Additionally, information provided about the WBA by locals was often out-of-date or very minimal. Having members be unaware of their membership was unacceptable.
Because the WBA deals with members across the state, many far from our office in Madison, I felt it was important to re-launch the new member packet program, as a way to introduce the association in a physical, tangible way.
Using my graphic design skills to cut costs significantly, I was able to put together a high quality folder including a welcome letter, flyers and brochures regarding their new membership, and a WBA logo window decal—all wrapped up in a branded WBA catalog envelope. (To view packet, see Graphic Design.) The cost, postage included, was minimal per member, and the folders were able to be put together quickly in-house.
The feedback regarding these folders has been positive, and it’s clear that this has been an effective tool to raise brand awareness and create connection with new members (as evidenced by the number of new members taking the next step to set up website login credentials or attend meetings).