Our goals within this campaign were threefold. Firstly, we sought to revitalize existing memberships and increase sign-ups from dormant members, encouraging renewal and reconnection with NAAIA for this valuable segment.

Secondly, as this was NAAIA’s first marketing campaign with us, we wanted to analyze engagement metrics and identify key successes and optimization opportunities. This focus enabled us to set the standard for future campaign goals and maximize results within the boundaries of NAAIA’s marketing budget.

Thirdly, we wanted to amplify audience engagement across platforms. Delivering relatable and authentic content, we fostered a meaningful increase in likes, comments, and shares that went beyond vanity metrics. Employing our proven formula for audience-centric marketing campaigns and analyzing behavior insights, we set out to transform NAAIA’s reach, engagement, and impact.

The campaign encompassed a strategic approach across various channels, including email newsletters, Instagram, LinkedIn, and Facebook posts, coupled with ongoing community engagement efforts. Oak Theory’s involvement extended from developing campaign concepts to crafting a content strategy that aligned with NAAIA’s objectives.

In our approach to visual formats, we chose a dynamic mix of animations intertwined with still graphics, engaging images, and carousels to create a compelling narrative across channels. Each post was meticulously formatted for optimal performance on specific platforms, adopting a tailored approach, utilizing vertical reels for Instagram and horizontal videos for LinkedIn.

We tailored custom emails that not only resonated with NAAIA’s pre-established audience insights, but that also strategically connected with the wider target audience. In connecting with the apprehensions and concerns of existing and potential community members, we leveraged visuals and copy to vividly convey the manifold benefits NAAIA offers—ranging from equity and empowerment to fostering a strong sense of community.

Our content was crafted to educate, motivate, and inspire the target audience, high-impact content seamlessly integrating with the more technical aspects of market research, pitch-perfect brand voice, hashtag research, smart use of keywords, SEO, and compelling calls to action. All of these elements came together to create one high-performance marketing campaign built for success.

“We are grateful to Oak Theory’s contribution. They were really helpful in being able to move NAAIA forward as we continue to build our reach.”

At the heart of our audience-tailored approach is the recognition that true success lies in active community engagement and responsive interaction; a genuine sense of inclusion is always cultivated through meaningful participation and shared experiences. For us, posting content was only the beginning. Replying to all comments, following accounts who engaged with us, and opening conversations was our way of acknowledging every voice, making our audience feel seen and appreciated.

Beyond simply watching what happened in owned channels, we extended outward engagement by actively reaching out to insurance professionals within our target audience, sparking their interest, and inviting them to discover the rich offerings of NAAIA. Simultaneously, we prioritized the nurturing of existing followers, fostering a genuine and supportive digital community through consistent likes and thoughtful comments on their posts.

Optimizing our profile is key to making a lasting impression and getting traffic to convert. We started the transformation by updating NAAIA’s bio to clearly communicate who they are and what they offer, establishing authority and prompting action with a simple link to sign up. Emojis were strategically woven in for a relatable yet industry-appropriate touch. We replaced the profile image with a logo-only, high-contrast, recognizable image, ensuring optimal visibility and memorability.

When it came to post design, we focused on readability by minimizing text. If detailed information was needed, we opted for video content with easy to follow captions. Maintaining high contrast, consistent imagery, and branding across posts ensured a visually cohesive feed. Attention to detail meant making sure that text was not cut off in the feed preview, presenting a polished and professional image to the audience.