Driving Membership Growth for American Trails:

Strategic Success for a Year-End Campaign

Crafting The Strategy

American Trails, a leading advocate for trails nationwide, sought to close the year with a successful new membership drive. We worked closely with American Trails to develop a clear and compelling approach that focused on:

  1. Succinct Messaging: We honed the core message of the campaign, emphasizing the value of membership as a way to “pay-it-forward” to keep vital resources free for all. We also highlighted the tangible impact members have on supporting trails nationwide, embodying their tagline, "More Trails. Better Trails."

  2. Email Marketing Drip Campaign: Designed to nurture engagement over time, the email series delivered strategic messages about American Trails free webinar series, the Trail Skills Project, etc.

  3. Social Media Graphics: A cohesive set of eye-catching graphics supported the campaign across organic social media channels, amplifying the message and driving traffic to the membership sign-up page.

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Connecting with Potential Members

By leveraging email and social media platforms, the campaign reached a wide and diverse audience of trail enthusiasts, land managers, and trail advocates. Key elements included:

  • Targeted Messaging: Tailored emails and posts addressed the unique motivations of different audience segments.

  • Visual Consistency: Unified branding across all campaign materials reinforced the professionalism and mission of American Trails.

  • Engaging Content: Dynamic graphics and well-crafted copy captured attention and drove action.

The Results

The year-end membership drive exceeded expectations, delivering significant growth for American Trails:

  • Increased Memberships: A notable rise in new member sign-ups during the campaign period.

  • Expanded Awareness: Higher engagement rates on social media posts and consistent email open rates (including a retargeting of click throughs) highlighted the campaign’s reach and impact.

  • Strengthened Community: Feedback from new members underscored the campaign’s success in communicating the value of joining American Trails.