Alberta Motor Association Improves Member Onboarding Experience with Help from WCD Creative
The Alberta Motor Vehicle Association (AMA) is a member-based organization and leading advocate for traffic safety, crime prevention, and travel and consumer protection in Alberta. With over 980,000 members across the province, the organization provides critical services like roadside assistance, vehicle insurance, driver training, registration services and more.
With a goal to improve their member onboarding experience, AMA needed to find a way to engage new members, show the value of their membership awards program, and showcase members’ resulting savings in an interactive and personalized way.
Working closely with AMA’s marketing team, WCD Creative developed a self-serve online tool for new members to create their very own personalized handbook. After selecting custom cover images and identifying the savings they are interested in, members are shown a personalized chart that shows the return on investment of their membership. With various automated touchpoints built into the campaign, AMA can ensure members complete their online handbook and realize savings.
After launching the program, AMA immediately saw an increase in member engagement. Email workflows built into the campaign generated open rates of more than 70%, and AMA gained valuable insight into data on member preferences so they could begin personalizing partner offers.
With an increase in the number of member emails captured at the first step of the onboarding process, AMA drastically increased awareness of the savings and value included in their memberships. As an added benefit of working with WCD’s extended Print Solutions, AMA also reduced their costs for the print-related components of this multi-touch campaign.
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