AARP: DIGITAL TRANSFORMATION

Digital Marketing Agency in California

OBJECTIVE

Transform AARP’s Membership department from being primarily focused on direct mail to a digital-first approach.

APPROACH

PHASE 1

PERSONNEL

Leverage industry expertise to help hire and train a full in-house digital marketing team to manage SEO, Paid Search, Paid Social, Display, and UX.

$1million annual reduction in agency fees.

PHASE 2

TECHNOLOGY

Select and implement the correct ad tech tools to support the growth goals. Includes ad serving platforms, tracking & attribution, reporting, testing, and user feedback.

33% reduction in CPA despite rising media costs.

PHASE 3

GROWTH

Expand digital marketing tactics to unlock new audiences, and leverage interest-based creative to gain new members and retain existing ones.

2x increase in digital orders in just 2 years.

RESULTS 2014-2016

2x

growth in digital orders

300%

improvement

33%

reduction in cost