And It Worked!

 

Aptify Case Study

Business Challenge

Aptify offered a suite of membership and event management solutions designed to help mid- to large member-based organizations establish, improve and maintain lasting member relationships. The company’s proven technology platform protects organizations from unnecessary expense as they customize operational processes to increase member value and respond to changing market conditions. They asked HiveMind to reposition the company and design a new website that would appeal to the needs of key target audiences.

AUDIENCES

  • C-level decision-makers in the Association space in the U.S.
  • IT Directors interested in state of the art Technology, Efficiency, and Ease of Use for End Users
  • CFO’s Interested in making their organization more efficient and productive using association management software

SPECIFIC GOALS

  • Highlight Membership Renewal Best Practices
  • Reduce costly manual activities by automating key membership processes
  • Improve member retention
  • Improve member recruitment
  • Improve member engagement
  • Facilitate customizing the solution to meet the specific needs of an organization
  • Strengthening the communication of Aptify’s brand, vision and business strategy

What We Did

After conducting competitive research on messaging and positioning, including customer interviews, HiveMind understood that the solution was not similar to off-the-shelf software. In fact, customization of the solution was planned and budgeted for each year by various large associations. HiveMind decided that emphasizing the RAD technology platform supporting the software deserved more attention.

We decided that the new positioning could be made more memorable if distilled into a new tagline:

“Adopt once. Adapt often.”

The idea worked.

Results

Aptify’s redesigned website featured this new approach and emphasized its benefits to all audiences. Traffic and lead generation grew exponentially as the message expanded across multiple channels.

Samples