Pennsylvania Association for Justice
Industry: Law > Association
Re-Invigorating A Brand & Growing Membership
The Pennsylvania Association for Justice engaged Bongo partners with a critical need to make its association and resources more relevant to increase utilization of services and grow membership among personal injury attorneys.
The starting point for a two-phased engagement was a series of discovery sessions that included 1:1 interviews with officers and members about resource usage and needs.
We then developed a strategy to evolve the association brand and its online foundation, and implement a series of programs to inform members of the value of its resources platform — including CLEs, LawPAC Advocacy, and List Servers.
Following re-design of the website with new positioning and messaging, we initiated targeted recruitment campaigns throughout the year to build awareness and spur new member enrollment.
Strategic Deliverables
- New Website
- Go-to-Market Differentiation
- Brand Messaging Hierarchy
- Member Voices Video Series
- Membership Marketing Plan
- Member Recruitment Campaign
What Really Matters
- Member resources utilization increased
- New members YOY and membership retention improvements
