Content Marketing

Michigan Manufacturer’s Association

Increase in active members from the previous year

60% increase in average monthly website users compared to the previous year

Challenge

The Michigan Manufacturers Association (MMA) represents the interests and needs of nearly 1,700 member companies, ranging from small manufacturers to the world’s largest and most well-known corporations. MMA is focused on securing a prosperous future for Michigan manufacturers through effective advocacy, meaningful education and training and strategic business services. 

MMA was looking for a solution that would help them effectively communicate their value to the industry and an extremely varied member base. Their goal was to improve member retention as well as new member acquisition.
 

Solution

We began by analyzing the unique aspects of MMA’s membership: their current marketing “touch points,” communications and channels used with members and prospective members. To accomplish the goal, PI developed a comprehensive content marketing solution using original industry content and focused on greater awareness.

First, we positioned MMA as a thought leader for the industry and the state’s top source for the latest industry information. This allowed us to broaden the message to the greater public, not focused solely on MMA’s current members. 

Next, we worked to fine-tune the MMA voice and improve the quality of editorial content to appeal to a broader audience. We reworked existing communications and crafted a tone and voice that conveyed strength, authority and authenticity. 

We then developed unique and engaging stories that celebrate and educate MMA’s existing members of every organization size and participation ability, adding value to the relationship and thereby increasing retention. Finally, we expanded the distribution of this custom content by leveraging MMA’s media properties, both digital and traditional channels. 
 

Results

After the first 8 months, the increased awareness of MMA has exceeded expectations:

  • Increase in active members from the previous year
  • 60% increase in average monthly website users compared to the previous year
  • Added nearly 700 followers on LinkedIn, generating leads for personal follow-up and membership acquisition
  • 135% increase in social media referrals to the website compared to the previous year
  • Manufacturers at all levels of organization size see tremendous value in the educational content provided through their membership
     

“Phoenix Innovate’s engaging storytelling has helped us elevate and celebrate our members and the industry as a whole. We look forward to continuing – and expanding – our collaboration with the Phoenix team to broaden our reach and amplify our messaging.”

- Delaney McKinley, Vice President of Membership, Marketing & Events