Facing challenges in membership retention, satisfaction, and engagement across four key member groups, NTCA–The Rural Broadband Association needed a targeted strategy. An internal review identified four distinct member segments that were less likely to renew or not fully engaged. NTCA’s goal was clear: implement defined “Pathways” to guide these members toward maximizing their investment.

CSG was tasked with developing a creative and messaging campaign to propel members down their specific Pathway. Our solution began with a strategic program theme: “Get IN.” This direct and action-oriented message focused on member benefits and subtly positioned NTCA as a vital industry leader.

To unify the experience, we redefined the Pathway milestones to align with the theme:

• Get INformed — The starting point for membership value.
• Get INvolved — The roadmap for event and program participation.
• Get INspired — The final stage of industry leadership and knowledge sharing.

This structure allowed our design team to create four targeted, cost-effective campaigns. While the primary carrier piece was standardized, custom inside cards emphasized the relevant milestones for each of the four member types, ensuring maximum personalization.

The data-driven approach achieved immediate, measurable results. The Administrator Pathway saw 92% of members update their profiles, a key engagement milestone. Renewals for the Associates Pathway increased by 10% during the campaign’s first year.

This campaign not only delivered substantial results but also won a Goldy Trendy Award from ASSOCIATION TRENDS. Due to its success and high engagement, the program was expanded across broader NTCA membership marketing and informed the design of additional award-winning sales pieces.