Case Study:
American Academy of Periodontology (AAP)
Defining Value and Messaging to Build Member Engagement
CHALLENGE 
In 2007, the American Academy of Periodontology (AAP) found itself at a crossroad. As the primary association serving the needs of periodontists, AAP enjoyed a retention rate in ninety percentile range and easily attracted new members who were entering the profession. Recent changes at the organization included a new web site that was a robust destination for consumers and dental professionals; expanded educational offerings through its online and in-person meetings; and helpful practice management resources that were well received by the members who used them. The bottom line: AAP offered tremendous value to its members yet it struggled in its efforts to fully communicate the role the organization throughout the professional life of a periodontist.
With a strong strategy for communicating its value proposition, AAP realized it could increase member engagement, encourage usage of products and services and improve member satisfaction. In order to develop a clear and concise value proposition, AAP decided to engage McKinley Marketing, Inc. (McKinley) to evaluate perceptions of AAP in the marketplace. The goals of the initiative included:
- Analyzing qualitative and quantitative data on members and nonmembers’ expectations, experiences and unmet needs
- Defining AAP’s value proposition and identifying messages to communicate the value.
APPROACH
McKinley’s strategy began with reviewing existing research. Applying analytical rigor to existing data, McKinley distilled key findings and developed recommendations to guide and inform the strategic planning process. To ensure accuracy and relevance, McKinley also provided insight into the integrity of the existing data by examining the research methods, response rates and credibility of the responses. Next, McKinley conducted an environmental scan to clarify AAP’s opportunities in the marketplace. The data provided insight into issues and trends within the industry, as well as sources of competition.
Finally, McKinley conducted a Communications Assessment by auditing AAP’s current communication efforts. Through staff interviews and materials review, McKinley gained a comprehensive understanding of the messages AAP was sending its members and provided recommendations on delivering clear and consistent communications throughout all AAP activities.
McKinley used the findings from these phases to develop cohesive marketing messages providing AAP with a clear voice to communicate its unique value to audiences at all stages of the career life cycle. Additionally, McKinley’s recommendations provided direction for AAP to tailor its offerings to best meet the needs of member and prospect segments, further enhancing the organization’s value.
RESULTS
With a clear voice and meaningful value story, AAP was equipped to achieve its goals of increasing member engagement, encouraging usage of products and services and improving member satisfaction. Relying on McKinley’s recommendations, AAP developed a membership packet that clearly defined the value of membership, raised awareness of AAP’s offerings, and encouraged participation. The success of this initiative prompted the organization to send packets to all members, thus ensuring a broad distribution and wider understanding of its newly defined value proposition.
IN THEIR OWN WORDS
“McKinley Marketing did an outstanding job of helping us define our value proposition and create key messages that we highlight when communicating with members of the American Academy of Periodontology.”
-- Christi Lennox, Membership Director
“McKinley Marketing succinctly presented the findings of qualitative and quantitative research to the AAP Board of Trustees, and worked with the AAP Executive Team to develop messages and value propositions to communicate to members.”
-- Nadine Seidman, Deputy Executive Director